"Paltr Packaging: Streamlined Order Process for Seamless Deliveries"
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Tomato sherpa detailed deck
1. Life is busy. Keep dinner simple.
Ready-to-cook meal kits with sustainably sourced ingredients delivered.
Tomato Sherpa LLC | Stacey Waldspurger, Founder/CEO | www.tomatosherpa.com | stacey@tomatosherpa.com !
2. Designed for success
Our meals are quick, fail-proof, and delicious every time. A
subscription service with easy instructions, sustainably sourced
ready to cook ingredients. Delivered in reusable packaging.
Tomato Sherpa cooks are simply empowered.
Dinner dilemma.
Cooking is one of the best ways to support personal health "
ā but busy people lack time and skill.
- 27% of American adults cannot cook,
- yet 79% enjoy cooking
- and 85% want to eat more healthfully.
Too often, intentions are unfulļ¬lled.
Cooking takes time, planning, and skill.
Desire is strong, but barriers are high.
āI opened the bag and all of a sudden ā I could cook!ā
3. Fail-proof home cooking for any skill level āØ
Everything a cook needs to make a delicious home cooked meal - in 30 min
Flexible Weekly Subscriptions
ā¢ Select two or four portions
ā¢ Choose number of meals
ā¢ Price per portion = $9-$12
ā¢ 6-8 meal choices available each week
ā¢ Meat, vegetarian, gluten-free, dairy-free
Easy Cooking
ā¢ Cooking time about 30 min
ā¢ Ingredients in exact amounts/semi-prepped
ā¢ Simple instructions with tips and photos
Delivery
ā¢ Weekly delivery to ofļ¬ce
ā¢ Home delivery through Ambassador program (to come)
ā¢ Pick up locations in select areas
ā¢ Reusable insulated tote and ice packs
Nutrition and Sustainability
ā¢ Meals meet requirements for balance and health
ā¢ Calories between 500-800 per portion
ā¢ Ingredients sourced sustainably
4. Corporate Partner Proļ¬le
Teams of 400+ employees. Employers promote
concierge services to staff to relieve stress and increase
health beneļ¬ts.
Ave. customer value: $44 weekly "
12 month retention: 65% āØ
COA: $120
LTV: $800
Users per company: 5%
Customer Proļ¬le:
28-54 year old professionals. Time constrained,
health aware eaters, aspiring cooks, tech savvy
consumers. Singles, couples, and families ā want to
eat delicious meals at home a few nights a week.
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Beneļ¬ts for employees and employers
Target company size: 400+ employeesāØ
Target companies in SF Bay area: 4500
Go-to-Market strategy: Promote service to wellness and employee services teams, then sell subscriptions
directly to employees and deliver to the oļ¬ce to take home and cook.
5. (Actual partners)
Market Size: $18B
Target company size: 400+ employeesāØ
Target companies in US: 40,000
Target User Population: 22,000,000
x $800 (LTV)
$18,000,000,000 Addressable Market
3 year goal : 2000 Corporate partners in 5 Markets ā 5% Addressable Market
Targeting urban markets with high concentration of corporate partners.
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6. Positioned within 3 major growth areas
1. Corporate Wellness: 15% y/y growth
Employers provide wellness services to: Reduce
employee stress, improve health, Retain/attract talent.
Consultancies seek innovative programs for clients.
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3. Conscientious Consumption:
Organic/local purchasing up 15%
Shoppers are increasingly aware of the impact "
of their choices on their health, the effect on
communities and the environment.
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2. Online grocery: 13% y/y growth āØ
online grocery task outsourcing increasing
Consumer shopping outside the store. Interest in saving time
and new solutions.
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7. Meal kit competition
DeliveryEfļ¬ciency
Sustainable Sourcing
Delivery Eļ¬ciency
ā¢ Group delivery cuts costs versus competitors
shipping to home.
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ā¢ Reusable packaging system ā better customer
experience
Sustainable sourcing
ā¢ Transparent sourcing appeals to target customer
8. Created a high quality program for discerning customers and corporate clients
ā¢āÆ Delicious and easy, No fail recipes for all levels, 20 corporate channel partners,
ā¢āÆ Competitive Product Distinction: Simplicity and ease, high quality recipes, high quality ingredients
ā¢āÆ 30,000 meals delivered!
ā¢āÆ >65% retention per year and low churn!
ā¢āÆ 400K Revenue run rate!
Proven viability of dinner kit sales to employees in the corporate workplace
ā¢āÆ Established a reputation for excellence with clients.
ā¢āÆ 20+ partnerships including: GoPro, LinkedIn, Workday, Pandora, Adobe!
ā¢āÆ 50+ in pipeline, 10 ready to launch!
ā¢āÆ Over 25% of partners came from partner and customer referrals!
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Next Up:!
Scale to proļ¬t in 6-8 months in SF Bay Area. "
Launch with 170 companies!
Attain 2500 customers !
Reach $5M Revenue run rate!
Enter 2nd region!
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2014 ResultsāØ
12 month proof of concept - Consistently excellent product and effective corporate sales channel
9. Objectives
ā¢ Establish operations in South San Francisco!
ā¢ Proļ¬t (8-9 mos) in SF Bay area!
ā¢ $4M Revenue - 12 month period !
ā¢ Onboard 20 team members including: !
"Sales Director, Director of Operations, Business Dev lead.!
ā¢ Engage Strategic partners: Laundry locker, Zipongo, !
The Fruit Guys, Mercer, Kitchit, Grub Market!
ā¢ Launch Ambassador Program: Incentivized customers host deliveries
at home!
Next 12 months
Growth in SF Region: Break even at 2500 customers in 8-9 months
10. Aggressive growth over 3 years
Gain market share, quickly cover costs, enter 5 new regions efļ¬ciently.
Regional Growth
Launch in new market every 8 months
After reaching proļ¬t in SF
Gross Proļ¬t
2015: 39%
2016: 42%
2017: 48%
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Ā YR
Ā 2
Ā YR
Ā 3
Ā YR
Ā 4
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Gross Revenue
Ā $4,041,229
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Ā $22,531,345
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Ā $57,174,890
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Cost of Goods Sold
Ā $2,293,929
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Ā $11,697,454
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Ā $26,043,075
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Operating Expenses
Ā $2,254,318
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Ā $7,394,921
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Ā $11,335,715
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Operating Income
Ā $(911,142)
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Ā $1,591,400
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Ā $15,507,983
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Employees
2015: 22
2016: 60-70
2017: 90-100
Assumptions
1.5M investment
Reach proļ¬t in SF in 8-9 mos
11. Stacey Waldspurger, MBA
Founder/CEO
15 Years creative marketing and branding. Sustainability
focused MBA. Led development of Tomato Sherpaās
operations, ļ¬nancial strategy, and sales process to date.
The Tomato Sherpa Team
Advisors
Chris Mittelstaedt
CEO, The Fruit Guys
Christopher McTiernan
Head of Market Intel, Google Inc.
Adam Dean, MBA, CPA
Director, Square One Bank
Shivani Ganguly, MBA,
Owner, Bom Dia Market, "
Friday Consulting,
Carl Randal, MBA
Prev. CEO Culinary Brands
Bruce Smith, MBA
Business strategy and Operations
Upcoming Hires
Sales lead, Operations Director, Business development lead
Andrea Barrow
Product Development Manager
Andrea manages total kit design. A talented chef with a
keen knack for creative, simple, and seasonal menus.
Makes our meals fail-proof and fantastic.
Danielle Boule
Sales and Account Management
Danielās background in nutrition and wellness have helped
to integrate our product into corporate wellness programs.
She manages new sales leads and client on-boarding
16. Staļ¬ng Plan (next key hires)
Sales/Marketing
Sales Director ā Team builder/leader, scaling experience, B to B and some B to C, Proven record
Sales Associates ā Manage Corporate sales and onsite user conversion (regional)
Business Development (Danielle) ā Build relationships with partners for growth, strategize for regional roll-out
Marketing Manager ā Oversee marketing plan, Event materials, media buying, PR, Social media
Customer/Client Service
Customer Service Manager ā Manages customer experience for high retention
Corporate Accounts manager ā Team
Operations
Operations Director ā experience scaling operations, reporting, sourcing and vendor management
Sourcing/Receiving ā ingredient/packaging buyer.
Product
Product Director (Andrea) ā Oversee product design/development
Chef/Writer (pt/) ā Assist in recipe creation and writing
Online product manager ā Technical lead for online interface
Year 1: 25-30 employees
Year 2: 60-70 employees
Year 3: 90-100 employees
17. Strategic partners for growth
Other potential partners:
Distribution/Marketing: In discussion
300+ Apt. locations in SF, expansion in progress
Marketing/Distribution: In discussion
1000+ Corporate locations in SF Bay area, 5 US regions
Marketing/Distribution: In discussion
Distribution beyond the ofļ¬ce: schools, hosted sites, community locations
Marketing partner: In discussion
Marketing perks/services to corporations
18. Investment Opportunity
Convertible debt raise: $1.5M
To fund sales and operational activities to reach proļ¬t in SF Bay Area ($800K)
and begin rollout in ļ¬rst new region ($700K).
Terms: 20% discount and 24 month term "
for preferred shares.
Investor exit scenarios:
ā¢ Acquisition by strategic partner in yr 5-8
ā¢ Dividend payout
19. Please be in touch with Questions!
We are happy to provide further information on request.
Stacey Waldspurger, Founder/CEO
stacey@tomatosherpa.com,
415-306-1575
āMy girlfriend and I have been cooking with you guys for the past year or so. During
that time we've grown more adventurous in our eating, felt great about the foods we
were eating, and been excited to come home to cook.ā - N. Rowe, Customer