The document describes a social employment platform called Chef Database that connects chefs seeking work with those hiring chefs. It aims to modernize an industry still relying on paper CVs and recruitment agencies by allowing chefs to create attractive online profiles and apply for jobs, while employers can directly search for and message chefs. The platform plans to acquire users through partnerships, display advertising, and collaborating with catering colleges. It will eventually implement a subscription model and forecasts rapid growth in users, revenue, and team size over five years with £350,000 in initial funding.

1. The social employment platform for the catering industry
Oodles of chefs, a good dollop of personality and a healthy serving of jobs

2. The place to go to find a chef
&
The place to be if you are a chef

3. The problem
Nowhere for chefs to build a professional online presence
dedicated to helping them find work
Recruitment agencies are expensive and don’t allow a personal
interaction between employers and chefs
Chefs CVs can often be disorganised and irrelevant

4. Industry stuck in ‘analogue’ mode
Catering recruitment agencies haven’t fully utilised the digital
age.
- Still sift through paper copies of CVs.
Chefs can’t create an attractive online presence
- LinkedIn is still very corporate.
Job advert sites, such as hospitalitycareersnetwork.com and
caterer.com are unattractive, bland and time consuming

5. What we do
We connect chefs with those looking to hire chefs for any
occasion.
Make it easy to find and browse the profiles of chefs without
having to rely on expensive recruitment agencies.
Create an attractive, simple platform for chefs to showcase their
abilities and build an online presence.

6. Industry Insights
There are currently around 255,000 chefs employed in the UK
There are 60,000+ restaurants the UK
Staff turnover is well above the national average of 15% per year
- 30% turnover for small catering establishments
- 60-70% turnover for larger catering establishments
There are 440,000 catering establishments in the UK
- We help hotels, pubs, educational facilities, weddings etc

7. Who we are
Adam Pawson – Co Founder
Dan Pawson – Co Founder
Adam has spent the last 6 years
working for digital agencies as a
strategist. He has helped clients such
as Nike, Mini & Nissan grow their
digital presence.
Dan is an award winning chef. He has
gained experience and contacts by training
at restaurants such as 3 Michelin star The
Waterside Inn. Following this he has gone
on to become sponsored by ProCook.

8. Our Team
Max Di Capua - Marketing
Roxanne Dadgostar – User Experience
Jeremy Pitt – Web Developer
Ali Freeman – Design

9. Chefs looking for jobs
Our platform is attractive and easy to use
Register
Create profile
Apply for jobs

10. People looking for chefs
Messaging is done directly between chefs and potential employers
Register
Create profile
Search for chefs

11. User Acquisition plan
Partnership with one high profile chef to provide endorsements
Re-launch site with accompanying mobile site
- 50% of current site traffic comes from mobile devices
Partnerships with food bloggers
- Run advertising in return for branded content on their blog
Display marketing across relevant sites & social networks
- Facebook ads, promoted tweets, Linkedin ads
Collaborate with catering colleges – already work with Leeds
City College
- Mandatory for students to have a Chef Database profile

12. Team growth
Year 1
Year 2
Year 3
Founders x2
Founders x2
Founders
Web Developer
Web Developer x2
Web Developer x4
Designer
Designer
Designer x2
User Experience
User Experience
User Experience x2
Marketing & PR
Marketing & PR x2
Marketing & PR x3
Accountant
Accountant
Analytics
Analytics x2
Community
Manager
6
10
17

13. Subscription model
A subscription model will be utilised once we have a satisfactory
amount of chefs registered on site
People looking to message a chef will sign up to one of a number
of available subscription options to unlock this option
A proven business model already
- Dating websites use a similar model with the main 3 companies valued in
excess of £30 million

14. Subscription model - Prices
Prices
£12.99
1 month
£29.99
3 months
£54.99
6 months
£99.99
1 year

15. Forecasts - Users
Paying Users
Subscription
year 1
year 2
year 3
year 4
year 5
£12.99 – 1 Month
1,500
3,375
9,450
28,350
62,370
£29.99 – 3 Months
1,200
2,700
7,560
22,680
49,896
£54.99 – 6 Months
1,000
2,250
6,300
18,900
41,580
£99.99 – 12 Months
500
1,125
3,150
9,450
20,790
TOTAL
4,200
9,450
26,460
79,380
174,636

16. Forecasts – money – excluding funding
Revenue
Subscription
year 1
year 2
year 3
year 4
year 5
£12.99 – 1 Month
£19,485.00
£43,841.25
£122,755.50
£368,266.50
£810,186.30
£29.99 – 3 Months
£35,988.00
£80,973.00
£226,724.40
£680,173.20
£1,496,381.04
£54.99 – 6 Months
£54,990.00 £123,727.50
£346,437.00 £1,039,311.00
£2,286,484.20
£99.99 – 12 Months
£49,995.00 £112,488.75
£314,968.50
£944,905.50
£2,078,792.10
£160,458.00 £361,030.50 £1,010,885.40 £3,032,656.20
£6,671,843.64
TOTAL

17. Funding details
£350,000
Purpose
£20,000
Website development
£110,000
Marketing
£100,000
Wages
£100,000
Endorsements
£20,000
Overheads

18. Future growth plan
Expand into the US
- More than 3x the size of UK market
Develop into a content hosting platform alongside social activity
- Recipe sharing, restaurant reviews, chef reviews/rankings, newsfeed
Expand out of purely chef profiles
- Front of house staff