Introduction to windeln.de - Presentation by Alexander Brand, Founder & CEO of windeln.de at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

1. Für mein Baby und mich
windeln.de GmbH - Company Presentation Munich, November 2013
1

2. Within three years,
we created Germany‘s online market leader
windeln.de is the one-stop shop
for baby and toddler products:
• we create loyal and long-lasting customer
relationships by selling drugstore products
(high-frequency-low-margin, e.g. diapers)
• we harvest these customer relationships
by cross high margin products (e.g. strollers)
• we use innovative business intelligence systems
to predict these buying pattern
2

3. company is growing very strongly
gross revenues in €m - quarterly
20 m€
15 m€
10 m€
5 m€
2010 Q4
2011 Q1
2011 Q22011 Q3
2011 Q4 2012 Q1
2012 Q2 2012 Q3
2012 Q4 2013 Q1
0 m€
2013 Q2
2013 Q3
3

4. growth is driven by efficient marketing and great market awareness has been achieved
revenues & marketing cost
• 70% of orders from direct traffic
(incl. brand search)
• 65% of orders from repeat buyers
(high customer satisfaction: NPS score of 70+)
• N°1 position unaided brand awareness diapers,
TV campaign
ahead of amazon.de
(„where would you buy diapers online?“)
• N°2 position unaided brand awareness baby
products, up from N°10 two years ago
(„where would you buy baby products online?“)
4

5. windeln.de has reached break-even now
(business unit, not total company)
2010
today
2015
Average Basket
47 €
75 €
90 €
Gross Margin
11 %
25 %
28 %
Contribution Margin
-6 %
15 %
19 %
<5% returns and >70% repeat purchases
5

6. Highly sophisticated customer lifecycle management
drives CustomerLifeTimeValue
sales of one product category
which product
is selling
based on this
age distribution?
-9..-5
-2
1
4
7
10
13
16
26
age of baby (in months)
individualized rule-based e-mails
6

7. CustomerLifeTimeValue is increasing to 55 € - and rising
CustomerAcquisitionCost stable at 18 €
customer live time revenues
per customer cohort
•
current cohorts (eg 2012-10) at CLTV of 55+ €
•
future cohorts expected at CLTV of 100+ €
•
150 €
oldest cohort (2010-10) at CLTV of 25+ €
•
200 €
cohorts develop very positive
- basket sizes increase
- frequency increases
- age extension through windelbar
•
Customer Acquisition cost stable at 18 €
100 €
customer cohorts
2013-04
2012-10
2012-04
2011-10
2011-04
2010-10
50 €
0 €
0
5
10
15
20
25
age of customer cohort
in months (since first purchase)
30
35
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8. Attractive opportunities
fuel windeln.de growth momentum
Expand core business in Germany
(diapers, baby food, skin care)
Grow our flash sale business windelbar
Expanding the business geographically
Increasing share of wallet
own technology
- fast
- multi-shop
- multi-country
- scalable
powerful intelligence
- datawarehouse
- CRM
- segmentation
efficient processes
- ERP
- integration
- end-to-end
8

9. windeln.de is on a great growth and profitability track
300 m€
revenues
200 m€
100 m€
0 m€
2010
2011
2012
2013
2014
gross margin
2015
2016
30 %
20 %
10 %
0 %
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