Strong Preference For Super-Premium
Preference ForImpulse Purchases
Preference For All-Natural
Growing Preference For“Free Form”
1. There Is a Broad And Sustained Interest In High-Quality Ice Cream: Super-Premium and All-Natural ice
creams are on-trend, with sustained increases in growth over the last decade and projected to continue;
industry growth is primarily spurred by the “free form” segment at this time.
2. Impulse Purchases Are Driving The Market: Consumers overwhelmingly purchase ice cream on a whim!
All Other Categories
Projected Annual Revenues,
All Segments, 2017
Non-dairy, low-sugar, gluten-free, etc.
Purchased For Immediate Consumption
High Fat Content, Low Air Content
Free of artiﬁcial additives and
highly processed ingredients
2017 2018 2019 2020 2021
Projected CAGR +5% Driven Primarily By
Growth In “Free Form” Ice Cream Segment
• High degree of market segmentation: Ice cream sales are divided amongst impulse, super-premium, all-
natural, and “free form” (low-fat, low-sugar, gluten-free, vegan/dairy-free, and more).
• Changing Tastes: The iconic ice cream truck has fallen out of fashion as consumers’ tastes have trended
towards more natural/healthy ingredients and processes — parents now regard the ice cream truck as
suspicious as it relates to their children's’ diets.
• Develop a nationally recognized brand of modern ice cream trucks serving the best possible product
• Combine the proven market segments for impulse purchases, super-premium, all-natural, and free-form
ice cream and sorbet with our product menu
• Create a synergy between our ice cream trucks and take-home product in the grocery aisle
• Oﬀer an experience that stokes the consumers’ sense of nostalgia and novelty
• Service our product via a highly eﬃcient distribution mechanism that keeps operating costs low
• Create a fully integrated customer experience that tracks their favorite ﬂavors, allergies/dietary restrictions,
and past experiences; rewards customers for repeat visits and social media engagement
• No Compromises: Our established product is the best possible quality and incredibly delicious! We are
proud of our ingredients and processes, and are eager to share them with our customers. Our 19% butterfat/
30% overrun formula positions our product as one of the richest, most dense products on the market.
• Sensitive to All Dietary Restrictions: We cater to all appetites and dietary restrictions: vegan, gluten-free,
etc. We are able to recommend new menu items to our customers based on their past purchases.
• Rewards For Repeat Visits and Social Media Interactions: Tracking of past experiences and simple loyalty
programs can work to drive repeat visits from customers. Imagine bringing your child to an ice cream truck in
an unfamiliar city and he hears “Happy Birthday Billy! We’ve got your favorite ﬂavor today, and it’s on the
• A Modern Update On An Iconic Concept: Think “Mr. Softee for the 21st century.” Customers can expect the
same superlative experience across multiple markets.
Value Propositions For The Consumer:
(L-R): Our S’Mores Cone, made with our own graham
cracker cone, toasted marshmallow rim, and chocolate ice
cream; Our Rootbeer Float, made with 100% natural, whole
ingredients like sarsaparilla root and fresh ginger; and our
Choco-Huckleberry Ice Cream Sandwich, made with our
Mountain Huckleberry ice cream and Chocolate Crinkle
• It’s About the Kids!: While many modern food companies are targeting the adult “foodie” or “conscious
consumer,” our ultimate goal is to make kids and parents happy! Our branding strategy relies on enticing
children to try our ice cream, and to prove to their parents that we always have their kids’ well-being in mind.
• Vat Pasteurization: Our ice cream is pasteurized at a signiﬁcantly lower temp for a longer period than other
products — this gives our ice cream an incredible texture and ﬂavor, while maintaining more healthy bacteria.
• Familiar Flavor Combinations Are Proven Hits: Flavors like Key Lime Pie, Bourbon Pecan Pie, and Southern
Banana Pudding provoke an immediate fondness and expectation in the customer's mind.
• “Enlightened Hospitality”: Our customers should always feel like their individuality is recognized and
embraced — a small-town feel with a personal touch behind every cone!
•Our products are ﬁrst tested in small batches at our Montana facility, while food service products for our ice
cream trucks are then produced to our specs by established co-packers throughout the US. Our ice cream co-
packer has been in business for over twenty years, and is well-equipped to meet our volume demands as our
•To control packaging costs, packaged grocery product is produced at our own facility.
•Distribution is handled in part by company-owned vehicles. Packaged grocery product is introduced to new
markets in tandem with our ice cream trucks, and serviced via the same delivery vehicles.
•Distribution-related overhead is oﬀ-set by transport of other third-party food and beverage along our
established delivery routes.
• Upgrades to facility, including establishment of packaging processes and expansion of cold storage
• Purchase ice cream trucks, launch in secondary markets
• Working Capital
The company is currently seeking $200k through the sale of its common stock to members of the founders’
friends, family and acquaintances in a “friends & family round”. In exchange for $200k, the investors in this
round will collectively own approximately 20.4% of the Company.
The company anticipates that it will need to raise an additional $200k in the 4th quarter of 2017 to expand its
packaging capabilities. While we expect to sell shares of common stock at the price it is currently oﬀered, we
cannot guarantee that the price will be the same at the time of the subsequent investment round.
Use Of Proceeds:
Of 2M Authorized Shares
Alex McKenzie 408,000 87.2% 69.4%
Christina Calabrese 20,000 4.3% 3.4%
Tiﬀany Lach 20,000 4.3% 3.4%
Darryl David 20,000 4.3% 3.4%
Friends & Family Investors, Total 120,309 0% 20.4%
Total 588,309 100% 100%
Gross Proﬁt (Ice Cream Only);
Excludes Third-Party Distribution Revenues/COGS
Revenues $16,000 $25,000 $225,000 $305,000
Cost of Goods and Services $6,300 $15,000 $155,000 $200,000
Gross Proﬁt $9,700 $10,000 $70,000 $105,000
Gross Proﬁt Margin 61% 40% 31% 34%
Debt Financing Amount Interest Rate Term
Convertible Promissory Note* $100,000 6% simple 10 years
USDA/Prospera Business Network $25,000 8% 5.5 years
Nissan/GMAC (Company Vehicle) $35,000 3.48% 6 years
Founder’s Loans $25,000 N/A N/A
*Convertible Promissory Note converts into equity of the Company upon certain ﬁnancing or time thresholds.
*Launch Season Did Not Include Founder’s Salary
Milestones To Date:
Market Research &
Winter /Spring 2016
Facility Lease Signed;
Co-Packing Relationships Established;
$25K USDA Loan Obtained
Initial Sales Season
$16K gross, 61% Proﬁt Margin
From Hampshire College
Distribution Arm Established;
$10K Grant Awarded
For Company Use
Federal liquor license obtained;
Company Vehicle Purchased;
Second $50K Investment Procured
Second Sales Season Launched;
Increased Distribution Range and Sales;
Board of Directors Established
Friends & Family Investment Round;
Submit Regulatory Plan For On-Site Production
Begin Distribution of Packaged Product;
Prepare for Launch In Southern Market
Launch in Southern Market;
Expand Montana Retail Operation
Second Investment Round;
Acquire Production & Packaging Assets;
Acquire Ice Cream Trucks
Brand Product Formula
Ice Cream Trucks
Available at Grocery
“Economy grade”: Less
than 10% butterfat,
with ~120% overrun
(air mixed in) and
“Economy grade”: Less
than 10% butterfat,
with ~120% overrun
(air mixed in) and
premium: No artiﬁcial
butterfat and 30%
Competitive Analysis: Notable Ice Cream Trucks
Advisor: Darryl David has worked in the dairy industry for nearly forty years, having founded his ﬁrst ice cream
brand in 1978. He has worked variously as VP Operations and Franchise Sales at Annabelle's Natural Ice Cream,
Inc.; Director of Purchasing at West Lynn Creamery, with $500M in sales; Director of Operations and Cost
Control at Reilly Dairy & Food Co, with over $80M in sales; and currently advises frozen dairy companies with
his organization Darryl’s Ice Cream Solutions, LLC.
Tiﬀany Lach is the founder and owner of three Sola Cafe & Market locations and Red Tractor Pizza in southwest
Montana. She has owned multiple cafes and bakeries within the west/southwestern US throughout her 28
years as an entrepreneur.
Founder: Alex McKenzie is the Founder and CEO of The Emperor of Food, Inc. He has nearly twenty years of
experience across multiple sectors of the food industry, including work in 14 diﬀerent restaurants; food-service
operations; multiple farms, including dairy and other livestock; wholesale production operations; and both
freshwater and saltwater aquaculture systems. He holds a BA in Food Policy, and has maintained a deep
fanaticism for ice cream since he was a youngster. This is his ﬁrst experience as a business owner.
Board of Directors: Christina Calabrese is the co-founder of the Emperor of Food (and Alex’s partner), and
serves as the company Secretary. With professional experience in real estate and design, she will be an asset
as we commence operations in markets beyond Montana, assisting with matters related to zoning, applicable
permitting, and vehicle prototyping.
Our Teenage Scoopers and Waﬄe-Cone Pros: For the
past two summer seasons, we’ve taken great pride in
providing Big Sky youth with their ﬁrst employment
The Emperor of Ice Cream
PO Box 161256
Big Sky, MT 59716