Ad Hoc Atelier pitch deck

1. The online destination for
Italian artisanal brands

2. 1|1
Introduction
Value Proposition
Ad Hoc Atelier is an Italian Marketplace selling “Made in Italy” artisanal and
high-quality clothing items, accessories and jewellery for
both men and women.
“Connecting the finest Italian artisanal brands with people from all over the globe
and supporting transition to a more sustainable and slow-fashion industry”
Mission
Overview
1
Who we are

3. 0
250
500
750
1.000
2|1
Market Research
Demand Supply
Italian fashion SMEs: revenues driven by export*
€95BN
Italian SME Fashion
market size 2020
$118,8Bn
$77,5Bn
Export volume of
Made-in-Italy
Fashion SMEs in 2020,
65% of total market
Italian fashion SMEs: low digital exposure
88%
12%
Sources: Casaleggio Associati, Eurostat, KPMG, Marketline & Statista. | *Euro figures converted to US Dollars with exchange rate of USD 1.2296/ EUR (December 31st, 2020)
Online sales
Offline sales
Fashion E-commerce: market projections 2018-2025
Consumer trends in the fashion industry
2018 2019 2020 2021 2022 2023 2024 2025
+11,3%
473
526
666
759
837
901
954 1.002
In USD bn
CAGR
Footwear
Bags & Accessories
Apparel
ü 64% of global consumers support sustainable and slow fashion
ü 75% of global consumers favours unique and customized products
2
Industry Opportunities

4. we provide each brand with its own virtual
showcase…
We look for the finest artisanal brands all over Italy
and gather them on our ecommerce platform,
…and walk you through the brand’s story and
tradition while displaying all its products
3|1
Company
The Market Place
3

5. Logistic Management
Inventory Optimization
Digital Promotion & Communication Customer Service
SEO development
Influencer marketing campaigns
Organic promotion/communication
Online channels:
ADVs prospecting and retargeting
3|2
Brand Customer
Margin between 22% and 32% of the selling price (incl. VAT)*
OUR SERVICES
Mail service
AI integrated tool
Plug-in software for dropship automation:
Inventory syncing
Order routing & syncing
Shipping
Partnership with DHL
Drop-shipping model (no in-house stock)
Delivery in max 4-6 days** - 14 days Return
Company
*By contract, margin increases according to fixed selling milestones | **Note: Delivery times may vary depending on partners’ products type (make-to-stock vs make-to-order).
4
Business Model

6. 3|3
Company
Choice of Our Partners
UNIQUENESS
Our artisans create goods that
last over time. They are the result
of passion, research and
attention to details.
HIGH QUALITY
Each craftsman has their own
history and tradition as well great
mastery of product innovation.
UNIQUENESS
The final products reflect values
embedded in the artisans’ local
culture.
BOND WITH THE TERRITORY
Our artisans’ products have a low
environmental impact. Their
creations are mostly made with
zero-kilometre materials.
SUSTAINABILITY
HIGH QUALITY BOND WITH THE
TERRITORY
SUSTAINABILITY
Local Production
5

7. 1000+ Products
80+ Partners
20+ Cities
3|4
Company
6
Our Partners

8. Germany
Switzerland
UK
Netherlands
Denmark
Sweden
Primary Markets
EU Area
USA
Canada
Americas Area
Secondary Markets
Why?
• Italian fashion exports to USA have exceeded 2 billion euros in 2020 (+9% y/y)
• Germany, Switzerland and UK are the main importers of made in Italy
clothing (29% of total exports)
• Exports to Canada have been growing double digits for the past 5 years (2020, Data)
• Northern European and Scandinavian countries have a very high spending power
and highly value Italian fashion products
Sources: Press Release Promos Italia (February 2020), Assiteca Consultative Broker (https://www.assiteca.it/2019/05/export-migliori-rotte-made-Italy) &
Stato Quotidiano (https://www.statoquotidiano.it/30/09/2020/fashion-made-in-italy-e-la-francia-il-primo-partner-per-lexport/806965)
3|5
Company
Target Markets
7

9. 3|6
Company
5
Average
product price
Craftmanship
Low
Medium
High
50
OPUMO
bombinate.
THE RAKE
Etsy
Main competitor
Barròco
Market Positioning
100 150 200 250 300 350 400 450 500 550
0

10. 3|7
Company
6
Main competitor
Inventories stored (FY2020, €100K)
Product Portfolio with focus on handcrafted hand-bags
& accessories: ∼90% Woman | ∼ 10% Man
vs
Consignment Stock Intermediary (order for collection)*
Diversified Product Portfolio:
∼70% Woman | ∼30% Man
No inventories held. Integration with partners’ websites
through a stock balance and order automation software
*Note: AdHoc retains a margin on the selling price and transfers the remaining amount to the partner.
USA, South Korea, Singapore & Hong Kong USA, UK, Germany, Netherlands and Switzerland
Purchase products from partners and delivery them to
final customers
Drop-shipping model
In-house packaging Out-source packaging to partners
Competitor Analysis

11. Task Jan. 21 Feb. 21 Mar. 21 Apr. 21 May 21 Jun. 21 Jul. 21 Aug. 21 Sep. 21 Oct. 21 Nov. 21 Dec. 21
MVP
Defining initial Partnerships (interim contract )
First investment of ∼€50K
Joining Astra Incubator Program
Beta version of the platform & Out of Home campaign
Final Agreement with partners (official contract )
Integration with logistic providers
Development of AI-based Customer Service tool
Marketing Activities
We are here
3|8
10
Company
Project Timeline

12. 9%
Cash Buffer
45%
19%
17%
10%
We are seeking out a seed investment of…
*Note: conservatively, we estimated €22.5K to be set aside in order to have a cash buffer
3|9
Company
Funding
€250.000*
11
Marketing
Personnel
SG&A
Digital Platform / IT
Website Maintenance and Development
Software / App Subscriptions
UX / UI - Interface Development
Photos Editing
SEO Specialist (Backlinks and Key Words Research)
ADVs campaigns (Instagram, Facebook and Ad Words)
Instagram Influencer Campaigns
Development of Digital Contents (incl. graphic designer)
PR Agency – Communication – Media Networking
Digital Marketing Manager
Content Writing
Third Party Services (Photographers, Models…)
Logistic costs
Accounting and Legal
Other Administrative costs
Finance and Operations Manager
Commercial Manager
Mailing List / Email Marketing
Brand Specialist / Stylist

13. Note: 2022 estimates are based on funding of €250.000, assumed to be granted in Q1-2022
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Company
Forecast
12
Projections 2021-2022 | Income Statement – Topline (€)
September October November December Q1-2022 Q2-2022 Q3-2022 Q4-2022
263 847 1.132 1.901 4.060
9.410 7.489
14.880
1.639 4.900 6.495 10.891
23.516
54.066
43.600
85.501
(3.680) (3.495) (7.615) (2.214)
(48.728) (49.962) (49.004) (46.184)
(70.000)
(45.000)
(20.000)
5.000
30.000
55.000
80.000
105.000
130.000
Net Revenues GMV EBITDA

14. 2021 2022 2023
ü Number of orders: ∼ 1,5k
ü Number of partners: 150
ü GMV: ∼ €210k
ü Number of orders: ∼ 5,0k
ü Number of partners: 250
ü GMV: ∼ €690K
3|11
13
KPIs KPIs
Milestones Milestones
ü Further Development of AI Tool for Customer Service
ü Reduce Marketing Costs by leveraging on SEO Strategies
ü Launch of “Beauty Products” Segment
ü Develop Integrated In-house Logistic Software
ü Approach Asian Markets (Japan, Hong Kong,
Singapore & South Korea)
ü Increase Man Category Product Offering
Company
Road Map

15. Giovanni Friggi
Co-Founder
Business Analyst at BIP
Bocconi & Esade
Lorenzo Colucci
Co-Founder
Marketing at P&G
Bocconi & Esade
Paolo Valota
Senior Advisor
Founder & CEO of VisualBox
Cecilia Fertonani
Head of Communication & PR
PR & Communication at Chanel
Bocconi & IESEG
Andrea Gracis
Head of Finance
M&A at Banca IMI
Maastricht University & ESADE
Tommaso Certo
Head of Commercial
Operations Manager at Choco
IE Business School
Nicola Alberti
Designer
Graphic Designer at Communisis
IED
Vincenzo Elifani
Advisor
Investor @ Lego Ventures
Berkley MBA 14
3|12
Company
Our Team

16. 16 15
Company
As seen on…
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17. Thank you
for your
attention
adhoc.atelier
www.adhocatelier.it

18. Appendix

19. GMV*
(Gross Merchandise Volume)
€ 12.751
Total ADVs Spending: € 5.429
Unique website visitors:
46.351
Number of orders
107
(1.2x items per order)
Average order value
€ 120
Social Media Followers
10.200+
Mailing list subscribers
6.000+
1|1
Company KPIs
Traction April / October 27th 2021
18
Traffic & Social Media
Sales Performance
*Note: Gross of returns (8% of total products ordered), and one-off discounts.
Add to Cart
516

20. 1|2
IGP Decaux for Ad Hoc Atelier
Milan - May 2021
19
Partnership with IGP Decaux for a one month out-of-home campaign
434 people scanned the QR Code inserting the email
Additional 2.600+ people on the website in one month