FoodDocs helps companies to get and to stay compliant with Food Safety regulations and digitize the process of food safety.

1. Katrin Liivat
www.fooddocs.com
katrin@fooddocs.com
Ensuring
food safety
compliance

2. MAIN ISSUES
Before opening food business:
How to set up compliance documents
to start food business?
When operating food business:
How to ensure that all your employees
follow all rules that are set in your
HACCP standard.

3. MISSION
FoodDocs helps companies to get and
to stay compliant with Food Safety
regulations and digitise the process of
food safety.
Our mission is to make all food safe to
eat and safety rules easy to follow.

4. PRODUCT
1. AI-powered HACCP plan builder
creates compliance documents in 1 hour.
2. Our app makes daily routines easy to
follow.
3. Our dashboard gives an instant
overview of the whole process.

5. PRODUCT
Describe your
business
AI generated
food safety
instructions
Monitoring
task lists
suppliers/customers/authorities
HACCP (Food Safety Plan)
App for marking the tasks
Desktop application
Mobile app
PDF document
100%
92% 63%
Dashboard
instant overview
Activity log
documented proof
Hazard
Analysis
and Critical
Control Point

6. CLIENT SEGMENTS & VALUE PROPOSITION
Newfood business entities
Smaller businesses, +superfast growing chains like Bolt Market
Operating medium-sized businesses
Food businesses with 5-50 locations
Customer need ▪ Fast compliance docs - HACCP plan
▪ Compliance for 3rd party (gov inspectors, suppliers,
auditors)
▪ Save time & moneywith
▪ Control over employees & processes
▪ Avoiding scandals and recalls
Product ▪ HACCPplan one-time payment + storage subscription ▪ FoodSafetyManagementSystem (FSMS)
subscription
Value proposition BUSINESS ENABLER
▪ Nospecialistneeded to set up your compliance
documents
▪ AI-powered HACCP builderthat makes the process
500xfaster& 15 xcheaper
1 hour instead of struggling months
EFFICIENT RISK MANAGEMENTTOOL
▪ Saveemployees’time with help of an app
▪ Spendlessonsupervisionand educating your stuff
▪ Open new sites 500 xfaster
Sales channels ▪ 35% of signups Google Ads => 5% convert to pay
▪ 33 Organic => 22%
▪ 24% Direct => 42%
▪ Google Ads, Organic search, Direct,
food safety consultants
COVID impact: ▪ Market restructuring - many newbusinesses open or
change their activities
▪ More focus on food safety & procedures
▪ More focus on food safety & procedures
▪ Increased demand for efficiencytools
▪ Increased demand of control systems to employees

7. MARKET SIZE & COMPETITION
50M
global food companies
50% micro-companies
yearly growth 7%
3.5M
newly born companies
Every company is
required to have a
compliance docs
DIY
30 days
Consultants
up to $3000
FoodDocs
HACCP
$239
1 hour
Every company is
required to monitor
food safety activities 20+ competitors
FSMS
$99/mo
pen and paper
70%
subscribe to
digital storage
$15/mo
• Switch to digital in less than 1 hour
• Save your employees' time
• Save time on supervision

8. PRICING
GET YOUR HACCP PLAN
IN 1 HOUR
239$ /one time fee
IDEAL FOR
• Newly born companies
• Retail & foodservice
• Small & temporary businesses
WHAT’S INCLUDED?
• Create & print your HACCP plan
+15$ /monthly
• Store your data
14-DAY FREE TRIAL
GET YOUR FOOD SAFETY
UNDER CONTROL
99$ /monthly
IDEAL FOR
• Food service
• Retail
• Wholesale
WHAT’S INCLUDED?
• Digital monitoring system
• Mobile app with notifications
• Real-time overview of all daily tasks
• Unlimited cloud storage of your data
14-DAY FREE TRIAL

9. KPIs September
New traffic 8500 ↑22% Mo
New signups 430 ↑23% Mo
100% inbound
85% from US & UK
Signup conversion rate from
traffic
5,04% ↑0,01% Mo
Cost per signup €14,8
FoodSafetyManagement
subscription product
New MRR + €3013
• €1680 subscrip*on customers (20)
• €1279 expansion customers (5)
• €54 HACCP storage (subscrip*on for HACCP pdf
customers, new package started on 1st Oct) (4)
• -0,9% net churn rate
HACCPplan
one-time payment product
Revenue + €6925
• 32 new companies
• 41% of customers pay without any reach out
from our side
• A new subscrip;on package was released on
1st Oct
• Since then, 71% of customers have chosen a
subscrip*on package in addi*on to the one-
*me payment
PROGRESS
KPIs general
Users total 11 500
Paying companies total 174
Paying locations total 340
MRR total €21 456
↑9% Mo
Revenue total €28 381
↑11% Mo
7000
landings
430
signups
52
new
customers
6% 12%
Conversions

10. TEAM
Our two founders have more than 15 years experience in food industry.
Whole core team consist of seasoned experts
+ International team with lots of experience
Katrin Liivat
CEO
Compiled 300+ food
safety systems.
15+ years experience
in food industry as an
entrepreneur.
Karin Repp
COO
Digitalized whole
Estonian Defence
Forces food sector
Was responsible 5000+
people food safety
Uku-Rasmus Lind
CTO
Experienced full-stack
engineer with years of
experience in
maintenance
Markko Karu
UX
Award winning
designer
20+ years experience

11. Progress
€280K investment &
€80K grants/prizes
”Shark tank” winner
• Starts sales in UK
and in some EU
countries
MVP launch • AI-powered food safety
plan builder starts to work
and learn.
• Product is ready to scale
• More customers from UK.
• Starts sales in US, CAN
Scale over US, CAN and UK
Medium & large customers
share increases
• Food safety plan builder
is ready for smaller food
businesses.
• Needs to be adopted for
each country
Started sales
in Estonia
2018 2019-2020 2021 2022
€700K investment &
€400K grant to develop
machine learning
1,5M investment to reach
€100K MRR

12. THE ASK
150k EUR bridge-round in July 2021
to reach 30K MRR
1.5M EUR investment in December
2021 to reach 100K MRR in 18 months
SALES
70%
DEVELOPMENT
30%
Sales
70%
Development
30%

13. Katrin Liivat
www.fooddocs.com
katrin@fooddocs.com
Let’s make all food
safe to eat!
See how
FoodDocs
works