StartupCamp Bratislava #30 - Vardoma by Petra Dobrocká

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How you can cooking the food without going to the market and taking care about what to cook.

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StartupCamp Bratislava #30 - Vardoma by Petra Dobrocká

  1. 1. The PropositionVardoma delivers easy, delicious and healthy recipes & all the ingredients you needto cook them - once a week directly to your doorstep.=+
  2. 2. • Original Idea: Sweden• Austria: KochAbo- founded in March 2012• Expansion to Germany, Switzerland and SlovakiaThe Idea and Background
  3. 3. • Start of operations: April 2013• Deliveries to Bratislava &surroundings• Operations based in Austria• High- quality groceries fromAustrian producersSet-Up in Slovakia: vardoma.skViennaBratislavaFocus on Bratislava region
  4. 4. Set-Up in Slovakia: vardoma.sk
  5. 5. Petra DobrockáCountry Manager Slovakiapetra@vardoma.skwww.vardoma.sk
  6. 6. CONFIDENTIAL
  7. 7. Easy-to-use website and on-line orders
  8. 8. CONFIDENTIALThe MarketOnline grocery retail is the last frontier in e-commerce.Our model will get there first in countries where eFood is now emerging.Cheaper customeracquisition & higher LTVsReduced ComplexityThese factors enable us to efficiently and quickly capture asmall slice of a gigantic pie:Food RetailIndustry (2010)Austria Germany€ 27.9bnSlovakia Switzerland€ 202bn € 7.6bn € 22.7bnOnline Share ofFood RetailAT, 2010 DE, 2010 SK, 2010 CH, 2010 UK, 201020150.0%1.0%2.0%3.0%4.0%0.1% 0.1%2.5%0.5%3.2%~0.05%4,000%growthprojectedMarket sizeHigher qualityof serviceEasier Logistics
  9. 9. CONFIDENTIALRole Models show disruptive business modelSeveral international models have delivered the proof-of-concept for both food e-commerce and recipe subscription services17. Mai 2013 CONFIDENTIAL• 6,000 users / week• Sweden #2• Founded 2007• Franchise• Online grocer• New York metro• 250m in sales, 2010• Founded 2002• Subscription-based model -> predictable revenue & higher customer lifetime value• Zero return rate due to fresh products• Small subscription base (few thousands) already produce positive cash-flows• Even small markets like Sweden sustain multiple multi-million companies• 22,000 users / week• Sweden #1• Founded 2008• FranchiseSweden US
  10. 10. The TeamCH/LIChristian Ersing, CEO5+ years of experience in food purchasing,extensive management experienceMarc Pallioppi, CEOMarketing and management experience atFIFA,Oliver HolleCEO, SpeedInvestBoardMembersFolker Gussek, ex-boardmember Penny InternationalPaul Weinberger, Partneri5invest, GCP Venture PartnerWerner Wutscher, ex-boardmember REWE Group AustriaMichael Ströck, CEO KochAboWerner Zahnt,Partner SpeedInvestMichael Ströck, CEO KochAboManagementAT/SKDEMichael Merler, COOSerial entrepreneur and 17 years of exp. inint. food and logistics companies.Felix Stäritz, CEO/CMOSerial entrepreneur and managementconsultantPhilipp Stangl, CEO ATIT & Business graduate and ex-management consultantMichael Ströck, CEO/CTOManagement experience in sev. industries10+ years software dev/web techAlexander Haiden, CMO+10 years marketing/comms specialistpsychology and statistics backgroundHOLDINGNetworksPetra Dobrocka, Country Manager SKBusiness GraduateMonika Mikulova, Business Development SKBusiness Graduate
  11. 11. CONFIDENTIALCompetition and Defensibility / PositioningOur established presence and brand equity through TV advertising and A-Listtestimonials give us an edge in the two highest-margin food-markets in EuropeKochAbo Group’s positioningKochAbo_Germany_2012-04-14.pptxKochAbo_Germany_2012-04-14.pptxAustria SlovakiaSwitzerland (+ LIE)Competition’s positioningGermanyTop 3 PlayerStrong Position, fundedNo Funding, weak1sttiercities2ndtiercitiesEasykochen.atEinkaufssackerlStrong Position, funded Strong Position, fundedStrong Position, fundedCookitsLaimaDinnerKochHausHelloFreshKochZauberSchlemmertüteImpuls-DiätEasyDieteDietaHelloFresh• First mover advantage• Very strong press and biz-dev network• Highly efficient media-buying power (TV) viamedia partnership• First mover advantage• Very few, small playersin niche markets• High synergies withVienna HQ• First mover advantage• Highly efficient mediabuying power (TV) viamedia equity partner-ship1sttiercities2ndtiercities1sttiercities2ndtiercities1sttiercities2ndtiercitiesNo Funding, weak No Funding, weakNo Funding, weak#1 #1#1• More developed market• Competition has firstmover advantage• advertising in southernGermany via media equitypartnership

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