1. Mamma’s Lavandaria
Anastasiia Pleshkova | Diogo Cardoso | Sofia Zubkova | Steffen Rilling

2. 0 AGENDA
Customers and Problem
Solution
Technology
Marketing and Sales
Competition
Team
Traction
Financials
Calendar

4. 1 CUSTOMERS

5. How can I manage to have time for everything?
I want someone taking care of my laundry!
1  PROBLEMCUSTOMERS

6. 1 CUSTOMERS

7. How can I leverage my customer basis?
I want someone to take care of my marketing
and order processes!
1  PROBLEMCUSTOMERS

8. 2 SOLUTION
Mamma’s Lavandaria

9. 2 SOLUTION

10. 2
CUSTOMIZED SERVICE
WHAT MAKES US UNIQUE?

11. 2
FIRST MOVER ADVANTAGE
WHAT MAKES US UNIQUE?

12. 2
NETWORK EFFECT
WHAT MAKES US UNIQUE?

13. 2
RELATION WITH LOCAL LAUNDRIES
WHAT MAKES US UNIQUE?

14. Local Laundry
NETWORK OF
LOCAL LAUNDRIES
NETWORK OF
USERS
3 TECHNOLOGY

15. 3 TECHNOLOGY

16. 4 MARKETING AND SALES
€ 100.000.000

17. 4 MARKETING AND SALES
334.038
3.988.227
33.404

18. 4 MARKETING AND SALES
WEB MARKETING

19. 4 MARKETING AND SALES
INTRODUCTION DAYS
ON-CAMPUS PRESENCE
PARTNERSHIPS

20. 4 MARKETING AND SALES
CORPORATE CAMPUS
OTHER COMPANIES
SMALL BUSINESSES

21. 5 COMPETITION
PRICEPRICE

22. 5 COMPETITION

23. 5 COMPETITION
QUALITYQUALITYQUALITY

24. 5 COMPETITION

25. 6 TEAM
Commercial Director of a
student’s company which
had a 15% increase sales
last year
CFO of a company that
recently opened a rural
hospital in Tanzania
Analyst to adapt an
international brand
into a national market
Member of a project to
internationalize a
multinational Russian
company to Ecuador

26. Interest by the Users
79%
Value this time
saving service
7 TRACTION

27. Already with orders!
42 ORDERS
… in 6 weeks
7 TRACTION

28. Lavandaria Lorento
Lavandaria Atlântica
Lavandaria Luz da
EstrelaLavandaria Aliança
Interest by the Laundries
7 TRACTION

29. 8 FINANCIALS
Google Ads
Intro Days
Social
Media
Pay per
Click∑ 16€
CUSTOMER LIFETIME
VALUE
CUSTOMER
ACQUISITION COSTS
FIGURES

30. 8 FINANCIALS
Revenues
per
Customer
Costs
Referrals
∑ 128€
Additions
Additional Purchases
CUSTOMER LIFETIME
VALUE
CUSTOMER
ACQUISITION COSTS
FIGURES

31. 8 FINANCIALS
CUSTOMER LIFETIME
VALUE
CUSTOMER
ACQUISITION COSTS
FIGURES
28th Month
80% IRR
€20.000 Start
15% Market

32. MARKET VALIDATION
9 CALENDAR
Where we are right
now…

33. 9 CALENDAR

34. And how about
the future…
9 CALENDAR

35. 2014
Launch the Website
fully-fledge
Continuous
Feedback
Expansion to Porto
Expansion to
other Iberian
Cities
2015 2016
9 CALENDAR

36. ? Q&A
THANK YOU FOR YOUR
ATTENTION!

37. ? Q&A
MAIN SLIDES
Customer and Problem– Users
Customer and Problem – Local Laundries
Solution
Technology – Process
Technology – User
Marketing and Sales – Intro
Marketing and Sales – All Customers
Marketing and Sales – Students
Marketng and Sales – Urban Workers
Competition
Team
Traction – Users
Traction – Orders
Traction – Local Laundries
Financials
Calendar
BACK-UP SLIDES
Marketing Plan
Competitors – Table Summary
Competitors – Big Laundry Chains
Competitors – Local Laundries
Competitors – Washing Machines
Value Chain
Processes
Financials – Assumptions
Financials – Year-End Summary
Financials – P&L
Financials – Balance Sheet
Financials – Cash Flows
Financials – Cost Structure
Financials – Required Start-Up Funds
Financials – Break-Even Analysis
Implementation Plan

38. ! MARKETING PLAN
Activities JAN FEV MAR ABR MAY JUN JUL AUG SEP OCT NOV DEZ
Web Presence
Non-local Students
Induction Days
On Campus Presence
Ad Supports
Urban Workers
Campus Contacts
Companies Contacts

39. ! IMPLEMENTATION PLAN
ACTIVITIES
2014 2015 2016
1Q 2Q 3Q 4Q 1S 2S 1S 2S
Website 1.0
Website 2.0
Continuously Development
Continuously Evaluation of the Service
Expansion to Porto
Expansion to other Iberian Cities

40. COMPETITORS SUMMARY TABLE
Mamma’s
Lavandaria
Big Laundry
Chains
Local Laundry
Washing
Machine
PRICE
CONVENIENCE
TIME-SAVING
QUALITY
MARKETING
PERSONALIZATION
VARIETY OF
SERVICES
ACCESSIBILITY
!

41. ! COMPETITORS – BIG LAUNDRY CHAINS
Advantages
Recognizable brand on
the market
Benefits from network
Perceived high quality
More variaty of service
Convenient location
Disadvantages
Higher price then local
laundry
No personalization
No pick up and delivery

42. Advantages
Lower price compared to
big laundry chain
More personalized
approach
Perceived high quality of
the service
Disadvantages
Low variaty of service
Low marketing and sales
acquisition capacity
Lack of network around
them
! COMPETITORS – LOCAL LAUNDRIES

43. ! COMPETITORS – WASHING MACHINES
Advantages
Available anytime you need
Cost per washing not very
high
Disadvantages
High initial sunk cost for a
good machine
Variable quality depending
on the machine
Time-consuming

44. ! VALUE CHAIN

45. ! PROCESSES
Local Laundries
Process
Customer
Process
Quality Process

46. Bootstrapping
a) Basic Equipment (e.g. cell phone, computer, writing material)
b) Auxiliary Equipment (Open Source Software)
c) Office Equipment (e.g. table, chair, coffee machine)
d) Abdictation of founders wage (18 months)
e) Accounting throughout year
Top-down Approach Customer
SAM non local students 70,792
SAM Urban worker 263,246
SAM Target Group 334,038
SOM - 10% use laundry 33,404
Market share 3rd year 15% 5,011
Sales
a) No monthly seasonality in laundry business
b) 15% market share by the end of 2016
c) 15% intermediation fee
d) Average Laundry Order 20€
Customer Lifetime Value
Average Customer Order 2,40 €
Number of visits per week 0,63x
Average value per customer
per week
1,50 €
Lifespan 3y
Retention rate 80%
Margin 30%
Discount rate 15%
simple LTV 234,00 €
Custom LTV 70,20 €
Traditional LTV 160,46 €
Weighted LTV 127,59 €
! FINANCIALS – ASSUMPTIONS
0%
5%
10%
15%
20%
Jan-Jun 14 Jul-Dec 14 Jan-Jun 15 Jul-Dec 15 Jan-Jun 16 Jul-Dec 16
Growth Rates

47. YEAR 1
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales 735 809 889 978 1076 1184 1361 1566 1800 2071 2381 2738
Personnel 0 1190 1190 1190 1190 1232 1232 1232 1232 1232 1232 1232
Soc. Security 0 131 131 131 131 136 136 136 136 136 136 136
Social Media 200 200 200 200 200 200 200 200 200 200 200 200
Pay per click 100 100 100 100 100 100 100 100 100 100 100 100
Introduction day's
presence 0 245 0 0 0 0 0 245 0 0 0 0
Posters for Universities 0 360 0 0 0 0 0 0 0 0 0 0
Google Ads 567 567 567 567 567 567 567 567 567 567 567 567
Additional Internet
Marketing 2000 0 0 0 0 0 2000 0 0 0 0 0
Account. Tax Service 358 358 358 358 358 358 358 358 358 358 358 358
Office Rent 58 58 58 58 58 58 58 58 58 58 58 58
Other Expenses 197 197 197 197 197 197 197 197 197 197 197 197
EBIT -2776 -2629 -1943 -1854 -1757 -1695 -3518 -1558 -1079 -808 -498 -141
Interest 0 0 0 0 0 0 0 0 0 0 0 0
EBT -2776 -2629 -1943 -1854 -1757 -1695 -3518 -1558 -1079 -808 -498 -141
Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net earnings -2776 -2629 -1943 -1854 -1757 -1695 -3518 -1558 -1079 -808 -498 -141
% of sales -377,7% -325,2% -218,5% -189,5% -163,2% -143,2% -258,4% -99,5% -59,9% -39,0% -20,9% -5,1%
! FINANCIALS – P&L

48. ! FINANCIALS – P&L
YEAR 2
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales 3243 3633 4069 4557 5104 5716 6402 7170 8031 8994 10074 11283
Personnel 1455 1455 1455 1455 1455 1455 3088 3088 3088 3088 3088 3088
Soc. Security 160 160 160 160 160 160 340 340 340 340 340 340
Social Media 260 260 260 260 260 260 260 260 260 260 260 260
Pay per click 130 130 130 130 130 130 130 130 130 130 130 130
Introduction day's
presence 319 0 0 0 0 0 319 0 0 0 0 0
Posters for Universities 468 0 0 0 0 0 0 0 0 0 0 0
Google Ads 737 737 737 737 737 737 737 737 737 737 737 737
Additional Internet
Marketing 0 0 0 0 0 0 0 0 1000 3000 4000 4000
Account. Tax Service 634 634 634 634 634 634 634 634 634 634 634 634
Office Rent 70 70 70 70 70 70 70 70 70 70 70 70
Other Expenses 236 236 236 236 236 236 236 236 236 236 236 236
EBIT -1360 -184 252 740 1287 1899 454 1541 1401 365 444 1653
Interest 0 0 0 0 0 0 0 0 0 0 0 0
EBT -1360 -184 252 740 1287 1899 454 1541 1401 365 444 1653
Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net earnings -1360 -184 252 740 1287 1899 454 1541 1401 365 444 1653
% of sales -41,9% -5,1% 6,2% 16,2% 25,2% 33,2% 7,1% 21,5% 17,4% 4,1% 4,4% 14,6%

49. ! FINANCIALS – P&L
YEAR 3
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales 12783 13806 14910 16103 17391 18783 20285 21908 23661 25554 27598 29806
Personnel 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164
Soc. Security 678 678 678 678 678 678 678 678 678 678 678 678
Social Media 416 416 416 416 416 416 416 416 416 416 416 416
Pay per click 208 208 208 208 208 208 208 208 208 208 208 208
Introduction day's
presence 0 510 0 0 0 0 0 510 0 0 0 0
Posters for Universities 0 749 0 0 0 0 0 0 0 0 0 0
Google Ads 1179 1179 1179 1179 1179 1179 1179 1179 1179 1179 1179 1179
Additional Internet
Marketing 0 0 1000 2000 2000 3000 3000 3500 3500 4000 4000 4000
Account. Tax Service 546 546 546 546 546 546 546 546 546 546 546 546
Office Rent 84 84 84 84 84 84 84 84 84 84 84 84
Other Expenses 283 283 283 283 283 283 283 283 283 283 283 283
EBIT 2818 2583 3946 4138 5427 5818 7321 7934 10196 11589 13633 15841
Interest 0 0 0 0 0 0 0 0 0 0 0 0
EBT 2818 2583 3946 4138 5427 5818 7321 7934 10196 11589 13633 15841
Tax 0 0 0 396 1248 1338 1684 1825 2345 2665 3136 3643
Net earnings 2818 2583 3946 3743 4179 4480 5637 6109 7851 8924 10498 12198
% of sales 22,0% 18,7% 26,5% 23,2% 24,0% 23,9% 27,8% 27,9% 33,2% 34,9% 38,0% 40,9%

50. YEAR 1
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash 47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879
ASSETS 47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879
Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0
Social Sec Payable 0 131 131 131 131 136 136 136 136 136 136 136
VAT payable 0 0 0 0 0 0 0 0 0 0 0 0
Tax payable 0 0 0 0 0 0 0 0 0 0 0 0
Short term loans 0 0 0 0 0 0 0 0 0 0 0 0
Long term loans 0 0 0 0 0 0 0 0 0 0 0 0
Capital 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000
Retained Earnings -2776 -5405 -7349 -9203 -10960 -12655 -16172 -17731 -18809 -19618 -20116 -20256
CAPITAL AND
LIABILITIES
47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879
! FINANCIALS – BALANCE SHEET

51. ! FINANCIALS – BALANCE SHEET
YEAR 2
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash 28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574
ASSETS 28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574
Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0
Social Sec Payable 160 160 160 160 160 160 340 340 340 340 340 340
VAT payable 0 0 0 0 0 0 0 0 0 0 0 0
Tax payable 0 0 0 0 0 0 0 0 0 0 0 0
Short term loans 0 0 0 0 0 0 0 0 0 0 0 0
Long term loans 0 0 0 0 0 0 0 0 0 0 0 0
Capital 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000
Retained Earnings -21616 -21800 -21548 -20808 -19521 -17622 -17168 -15628 -14227 -13862 -13418 -11765
CAPITAL AND
LIABILITIES
28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574

52. ! FINANCIALS – BALANCE SHEET
YEAR 3
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash 41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157
ASSETS 41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157
Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0
Social Sec Payable 678 678 678 678 678 678 678 678 678 678 678 678
VAT payable 0 0 0 0 0 0 0 0 0 0 0 0
Tax payable 0 0 0 396 1644 2982 4666 6490 8836 11501 14637 18280
Short term loans 0 0 0 0 0 0 0 0 0 0 0 0
Long term loans 0 0 0 0 0 0 0 0 0 0 0 0
Capital 50000 50000 50000 50000 50000 50000 50000 50000 40000 15000 -20000 -70000
Retained Earnings -8947 -6364 -2418 1324 5503 9983 15620 21729 29580 38503 49001 61199
CAPITAL AND
LIABILITIES
41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157

53. YEAR 1
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Capital 50000 0 0 0 0 0 0 0 0 0 0 0
Sales 735 809 889 978 1076 1184 1361 1566 1800 2071 2381 2738
Outgoing
Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0
Personnel 0 1190 1190 1190 1190 1232 1232 1232 1232 1232 1232 1232
Social Security 0 0 131 131 131 131 136 136 136 136 136 136
VAT settlement 0 0 0 0 0 0 0 0 0 0 0 0
Social Media 200 200 200 200 200 200 200 200 200 200 200 200
Pay per click 100 100 100 100 100 100 100 100 100 100 100 100
Introduction day's presence 0 245 0 0 0 0 0 245 0 0 0 0
Posters for Universities 0 360 0 0 0 0 0 0 0 0 0 0
Google Ads 567 567 567 567 567 567 567 567 567 567 567 567
Additional Web Marketing 2000 0 0 0 0 0 2000 0 0 0 0 0
Legal Costs and Trademark 358 358 358 358 358 358 358 358 358 358 358 358
Account. Tax Service 58 58 58 58 58 58 58 58 58 58 58 58
Office Rent 197 197 197 197 197 197 197 197 197 197 197 197
Other Expenses 31 31 31 31 31 31 31 31 31 31 31 31
Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0
Debt Service 0 0 0 0 0 0 0 0 0 0 0 0
Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net cash flow 47224 -2498 -1943 -1854 -1757 -1691 -3518 -1558 -1079 -808 -498 -141
Cumulative cash 47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879
! FINANCIALS – CASH FLOW

54. ! FINANCIALS – CASH FLOW
YEAR 2
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Capital 0 0 0 0 0 0 0 0 0 0 0 0
Sales 3243 3633 4069 4557 5104 5716 6402 7170 8031 8994 10074 11283
Outgoing
Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0
Personnel 1455 1455 1455 1455 1455 1455 3088 3088 3088 3088 3088 3088
Social Security 136 160 160 160 160 160 160 340 340 340 340 340
VAT settlement 0 0 0 0 0 0 0 0 0 0 0 0
Social Media 260 260 260 260 260 260 260 260 260 260 260 260
Pay per click 130 130 130 130 130 130 130 130 130 130 130 130
Introduction day's presence 319 0 0 0 0 0 319 0 0 0 0 0
Posters for Universities 468 0 0 0 0 0 0 0 0 0 0 0
Google Ads 737 737 737 737 737 737 737 737 737 737 737 737
Additional Web Marketing 0 0 0 0 0 0 0 0 1000 3000 4000 4000
Legal Costs and Trademark 634 634 634 634 634 634 634 634 634 634 634 634
Account. Tax Service 70 70 70 70 70 70 70 70 70 70 70 70
Office Rent 236 236 236 236 236 236 236 236 236 236 236 236
Other Expenses 135 135 135 135 135 135 135 135 135 135 135 135
Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0
Debt Service 0 0 0 0 0 0 0 0 0 0 0 0
Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net cash flow -1335 -184 252 740 1287 1899 633 1541 1401 365 444 1653
Cumulative cash 28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574

55. ! FINANCIALS – CASH FLOW
YEAR 3
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Capital 0 0 0 0 0 0 0 0 -10000 -25000 -35000 -50000
Sales 12783 13806 14910 16103 17391 18783 20285 21908 23661 25554 27598 29806
Outgoing
Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0
Personnel 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164
Social Security 340 678 678 678 678 678 678 678 678 678 678 678
VAT settlement 0 0 0 0 0 0 0 0 0 0 0 0
Social Media 416 416 416 416 416 416 416 416 416 416 416 416
Pay per click 208 208 208 208 208 208 208 208 208 208 208 208
Introduction day's presence 0 510 0 0 0 0 0 510 0 0 0 0
Posters for Universities 0 749 0 0 0 0 0 0 0 0 0 0
Google Ads 1179 1179 1179 1179 1179 1179 1179 1179 1179 1179 1179 1179
Additional Web Marketing 0 0 1000 2000 2000 3000 3000 3500 3500 4000 4000 4000
Legal Costs and Trademark 546 546 546 546 546 546 546 546 546 546 546 546
Account. Tax Service 84 84 84 84 84 84 84 84 84 84 84 84
Office Rent 283 283 283 283 283 283 283 283 283 283 283 283
Other Expenses 407 407 407 407 407 407 407 407 407 407 407 407
Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0
Debt Service 0 0 0 0 0 0 0 0 0 0 0 0
Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net cash flow 3157 2583 3946 4138 5427 5818 7321 7934 196 -13411 -21367 -34159
Cumulative cash 41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157

56. ! FINANCIALS – BREAK-EVEN ANALYSIS
-30,000 €
-20,000 €
-10,000 €
0 €
10,000 €
20,000 €
30,000 €
40,000 €
0 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536
CUMULATIVE CASH FLOW
Margin 30-40%
Break-Even

57. ! FINANCIALS – YEAR-END SUMMARY
2014 %of sales 2015 %of sales 2016 %of sales
Total Sales 17 588,88 € - 78 275,50 € 242 588,81 €
Total Expenses 37 845,10 € 215% 69 784,58 € 89% 151 344,75 € 62%
Total Salary 14 859,46 € 30 258,60 € 82 105,37 €
Total Marketing 15 250,00 € 26 625,00 € 53 400,00 €
Total Legal costs 5 000,00 € 8 446,00 € 7 557,60 €
Other Expenses 2 735,63 € 4 454,98 € 8 281,78 €
EBIT 20 256,21 €- -115% 8 490,93 € 11% 91 244,07 € 38%
Taxes - € - € 18 280,12 €
Net profit 20 256,21 €- -115% 8 490,93 € 11% 72 963,95 € 30%

58. ! FINANCIALS – REQUIRED START FUNDS
Required Startup funds Amount Total
Expenses 15 months
Wages 19 205 €
Bonus finish Website 500 €
Internet Marketing 17 780 €
Offline Marketing 1 637 €
Legal Costs 3 756 €
European Trademark 2 446 €
Accounting and Tax Service 910 €
Office Rent 3 068 €
Other Expenses 781 €
Total funds needed 50 082 €
Founder's Investment 30 000 €
Required Investment 20 000 €

59. ! FINANCIALS – COST STRUCTURE