1. CORPORATE DELIVERY OF ORGANIC SNACKS
$3B RESGEMENTED MARKET

2. [ Andre ]
[ Sales, Biz. modeling ]
[JingShu]
[ Sales, Design, Hacking ]
[ Michael ]
[ Sales, Design, PM ]
[YiXin]
[ Sales, Research ]

3. OH MY LEANLAUNCHPAD!
Channel / Sales:
• Catering service
companies like Bon
Appetite
• NGOs who are
battling obesity and
GMOs
Supply:
• Snack manufacturers
• Trade Shows
Technology / scale:
• Ecommerce, cloud
support tools
• 3PL (third party
logistics) company
• Curate & discover
snacks to offer best
tasting with best
nutrition facts
• Tech – design and
dev of ecommerce
system (Spree)
• Logistics - Shipping
and warehousing
• Financial: Working
capital
• IP: snack and
nutrition selection
• Human: Field sales
force, Developers,
Biz dev (channel
partners)
• Fixed
o Field Sales & Biz dev
o Development cost
• Economies of scale / variable:
o Working capital: snacks with average 40% of
revenue
o Handling costs via 3PL
• Problem:
It’s difficult to manage
purchasing and estimate
need of snacks for
employees/students
• Initial sale through
field sales force and
occasional check ins
• Personal assistance
via support staff
• Need:
A reliable and efficient
way to order snacks for
healthy, happy,
productive employees
and students
Access to new and
differentiated brands
with most being socially
responsible brands
(CSR benefit)
• Direct sales
• Web sales
• Channel partners like
catering service
companies
• Progressive
universities
o Payer Archetype:
Dining services
director, Coach
for sport teams,
Professors
o User:
employee/student
s
• Fortune 2000
o Payer Archetype:
Cafeteria supplies
person, HR
director
o User: employee
• Recurring subscription through sale of snacks
[Retail Price – company volume discount (0-20%)]
Est. that we get about 30% of retail price as margin
• Subscription fee for value added services later on

4. We tried to figure out who our customers would be
We tested the model by interviewing university cafeteria managers, café and store managers
and company office manager
Quality of
opportunity
Universities
• There are a relatively limited number of universities
• Most universities need to resell their snacks to price-sensitive students
Resellers
Cafes/Stores
• Smaller cafes wanted new healthy snack providers
• Health-focused cafes were most interested, and have become repeat customers
End
buyers
Companies
• Companies complained that snack choosing and ordering is laborious
• Unpacking snacks is also a waste of time
• Gauging employee preferences is difficult
• There are many companies who want to provide free snacks to employees

5. OMG’s value chain
Universities
Cafes
Food
ingredient
producers
Companies
w/out
catering
Snack
manufacturers
Packaging
producers
Distributors
Retail
End
consumers
% retail
17%
33%
39%
80%
100%
Retail cost ($)
Dang coconut
0.50
1.00
1.17
2.40
2.99
Example
firms

8. THE CUSTOMER
Employees
Employees
Employees
who are
& community
health conscious
Happiness
Manager
• No catering service •
or distributor
• Tends to be female •
• In their 30s
• Less tech savvy
•
• Strong social network
Office Manager
or CEO, CFO
Employees
who love
unhealthy snacks
Tends to order from
Safeway or Costco
Purchasing is 10-15%
of their job
Reacts to employee
feedback

9. BUSINESS MODEL CANVAS 2

10. SALES CHANEL
Catering Service
Distribution Company
Direct
sales/Events
Web
sales/Adwor
ds
Telesales/Sa
mpling
Customers
Health focused
institutions
Experiment
Direct sales
Web
sales/Adwords
Cost
Overview
Yes, Personal touch
High
Important customers
Yes
Medium (under test)
Telesales/Sampli
ng
Yes
Channels
Yes
Medium
Viable through optimization
Under test (conversion rate)
Low (institutions);
Revenue share 5% (distribution)
Must have

11. Business model canvas 3

12. What we did – more sales
Sampling & drop offs
Targeting multi locations
& reordering
Partnerships
First order acquisition test
• About 40 drop offs
• No conversions yet after 1 week
• Further experiment built on it (follow ups)
Subscription & sales scaling test
• Director of global operations: stealth
• Free newly discovered samples: Silver lake
• Reordering: Apple, Yammer, Harvard,
Stanford, Sprout, Playphone
Channel sales & cross selling test
• Online marketplace: Channel & delivery 510% commission
• Courier & shipping companies: $15/drop
• Snack vendors: Philz coffee

13. What we found
3pm snacks
• Core business: Branding & bonding
• Trojan horse: upselling to breakfast, coffee etc.
• Employee productivity research
Employee
engagement
platform
• Point system: feedback loop
• Data & analytics: software
• Defensibility: employee relationships with
upselling and marketing opportunities

14. Business model canvas 4

15. USA IS $220B SNACK MARKET
$14B IN HEALTHY SNACKS
RTD Coffee
Meal Replacement
RTD Tea
Healthy Snack Bars
Snack Bars
Healthy Sweet and Savoury Snacks
Yoghurt and Sour Milk Products
Breakfast Cereals
Biscuits
Sports and Energy Drinks
Juice
Bottled Water
Drinking Milk Products
Sweet and Savoury Snacks
Baked Goods
1.5
206.2
3.2
4.5
6.0
5.1
6.7
7.6
11.3
1.7
3.5
4.9
6.3
5.4
213.7
7.1
11.3
8.0
220.2
1.8
3.7
6.6 5.0
5.7
7.5
11.4
8.5
13.2
13.8
13.4
15.1
13.8
15.6
17.4
17.4
17.5
16.8
17.8
18.1
18.9
18.9
19.1
32.9
34.5
36.2
47.4
48.6
49.8
2011
12
13

16. TROJAN HORSE GROWTH STRATEGY
OFFERS
9AM
EVENTS
GIFTS
SEGMENTS
3PM SNACKS
FOR TECH COMPANIES
BIOTECH
GYMS
MEETINGS
PRODUCTS
TECH: EMPLOYEE
ENGAGEMENT
CAFES
SPORT
TEAMS
CONSUMER
COFFEE
FRUIT
FAMILY DELIVERY
WATER
GEOGRAPHY
STATIONARY
USA
INTERNATIONAL
KIDS BOX

17. CUSTOMERS SINCE JANUARY
REPEAT
IMPLEMENTING
PIPELINE
+ New Channels

18. INVESTMENT READINESS
7.5