NOAH 2013 – London
Company Presentation by Lars Wilde
14th November 2013
Online cooking interest groups are
exploding globally…

…opening up the great opportunity to marry e-commerce with
content...
Our vision: building a >500m EUR company
focused on cooking and enjoying food
We believe that cooking and enjoying food at...
Business model: merging content and
commerce to build Williams-Sonoma 2.0
An e-commerce revenue model…

… fueled by shoppi...
Market: A huge global market with low ecommerce penetration rates
Kitchen Equipment Categories (KEC)

KEC + Wine

Food
Sma...
While there are several major role models
in other countries…
National retailers (int.)
Online

Low category
competence

H...
… there is not a single specialty retailer in
Germany
National retailers (Germany)
Online

?
Low category
competence

High...
Setup: a complementary A-team partnered
with Germany’s most renowned investors
An execution-focused team

… solidly financ...
Traction: in the last three months we showed
significant progress in all major KPIs
• Operational ramp-up: We have negotia...
Contact Details:
Lars Christian Wilde
Founder & Managing Director
Springlane

Mobile: +49 173 96 73 494
Email: lars.wilde@...
Springlane - NOAH13 London
Springlane - NOAH13 London
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Springlane - NOAH13 London

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Introduction to Springlane - Presentation by Lars Wilde, Founder & MD of Springlane at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

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Springlane - NOAH13 London

  1. 1. NOAH 2013 – London Company Presentation by Lars Wilde 14th November 2013
  2. 2. Online cooking interest groups are exploding globally… …opening up the great opportunity to marry e-commerce with content marketing in a single point of contact portal
  3. 3. Our vision: building a >500m EUR company focused on cooking and enjoying food We believe that cooking and enjoying food at home enhance the quality of life. Thus, we not only care for products, but also for stories, experiences and the knowledge of our cooking experts. At Springlane, you find everything you need for your own kitchen and household – anytime, anywhere.
  4. 4. Business model: merging content and commerce to build Williams-Sonoma 2.0 An e-commerce revenue model… … fueled by shopping experience • > 6.000 SKUs ready to sell including cooking equipment, table top products, fine foods & wine • Exclusive agreements with the most famous celebrity chefs • >150 frame contracts with brand manufacturers and sourcing partnership with offline partner • Conversion optimized frontend and state-of-the-art BI solution • Lean operations: Logistics outsourced to large-scale 3PL • Online magazine with cooking school, home stories and recipe database (launch December 13) • Inspirational shopping and a unique lifestyle proposition
  5. 5. Market: A huge global market with low ecommerce penetration rates Kitchen Equipment Categories (KEC) KEC + Wine Food Small Kitchen Small Cooking Preparation Appliances Appliances Appliances (Non-Cooking) Total E-Commerce Penetration Wine Total with Wine 439 12.722 3,1% 13.808 26.531 464 250 4.512 7,0% 9.572 14.084 319 1.187 206 6.924 2,8% 5.611 12.535 2.613 504 964 140 4.222 1,9% 8.588 12.810 3.470 259 301 18 4.048 0,1% 5.420 9.468 Spain 1.433 360 250 54 2.096 1,8% 1.441 3.536 Netherlands Rest of Western Europe Western Europe ex. UK 791 36 245 4 1.075 0,2% 1.456 2.531 1.036 278 700 96 2.110 n/a 10.096 12.206 14.556 1.756 3.647 517 20.475 32.612 53.087 in m EUR Homewares* USA 7.892 1.439 2.953 UK 3.590 207 Germany 5.213 France Italy Source: Euromonitor; Homewares: Beverageware, Cutlery, Dinnerware, Cookware, Kitchenware
  6. 6. While there are several major role models in other countries… National retailers (int.) Online Low category competence High category competence Offline
  7. 7. … there is not a single specialty retailer in Germany National retailers (Germany) Online ? Low category competence High category competence Mom and pop stores Offline
  8. 8. Setup: a complementary A-team partnered with Germany’s most renowned investors An execution-focused team … solidly financed by with top education that have an impressive track record: and relevant experience…
  9. 9. Traction: in the last three months we showed significant progress in all major KPIs • Operational ramp-up: We have negotiated frame contracts with more than 150 manufacturer brands and have over 6.000 articles ready-to-sell. We currently expand our portfolio by 250 articles per week. • Top-line growth: We grew our sales by 5x in the last three months while improving conversion rates. • Bottom-line optimization: We reduced our logistics costs per order by more than 50% in the last two months. Our return rates remain stable below 5%. • Customer satisfaction: Close to 50% of transactions are done by people who have visited Springlane before. We have the infrastructure in place to scale internationally
  10. 10. Contact Details: Lars Christian Wilde Founder & Managing Director Springlane Mobile: +49 173 96 73 494 Email: lars.wilde@springlane.de

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