First sales pitch of my new start up Cherryage: a new way to promote the Italian wine by mixing it with arts. The Taste of Art

1. ELEVATOR PITCH
Marco Bottecchia
Asolo December 12th, 2014

2. Business Concept: “Wine different”
CHERRYTAGE is providing a service to all Italian wineries in order to catch new market
opportunities by focusing on customers. How are we doing it?
 We provide a direct distribution service in selected international markets
 We cooperate in partnership with selected wineries in
keeping quality level with industrial control tools
 We grant all partners with marketing expertise
to achieve high-end/luxury positioning
 We combine wine with Art to create a complete experience
 We integrate multichannel experience with an
e-commerce platform

3. Market Overview
0 10 20 30 40 50 60 70
Italy
Germany
France
Italy 2020
False
Food export turnover in billion Euro

4. Is it a problem of volume or price?
 Italian export is underexploited
 Price positioning is undervalued if compared with product quality
KRUG Grand Cuvee Price = 90-110 Euro
Franciacorta Grand Cuvee Price = 20-30 Euro
Production value = 1,2 billion Euro
Market (Sales) Value = 1,9 billion Euro

5. What is wrong?
 Italian food (wine) companies have small sizes, and so
 Marketing expertise is lacking
 Missing knowledge of international markets
 E-commerce is not yet used as a sales channel
 Quality is not consistent along time
 Wholesale distribution kills the quality and reputation (“just working on price”)
 Importers and distributors are keeping the value
13%
40%
62%
57%
3
5
13
30
0%
10%
20%
30%
40%
50%
60%
70%
0
5
10
15
20
25
30
35
Producer Transport Importer Shop
Sales Price in USD Segment margin [%]

6. PREMIUM COLLECTION
Best wine selections, limited edition (5000 each)
Cherrytage label, cultural design adaptation
1/1 (one on one)
Dedicated Label “1/1”, each bottle is unique
Murano-crafted artist signature bottles
ATELIER
Specific wine selections or creations
Personalized hand-decorated bottles
Price per Bottle
ASPIRATIONAL
Wine selections by Cherrytage wine maker,
Supplier label
ITALIAN SIGNATURE
Best wine selections, geographical specific
Cherrytage label or double-branded
100 – 350
euro
60-100
euro
20-60
euro
10-40
euro
Auction
A luxury approach: the portfolio

7. The Team
Marco Bottecchia | CEO, KAM
MBA at SDA Bocconi
Worked and lived in the USA
15+ years of international sales activities following major global accounts
(Coca Cola, Pepsi, P&G, Unilever, …)
5+ years of General Management experience
From the Prosecco area
Samuele Maistri | Marketing & Sales
MBA at SDA Bocconi
10 years Strategy consulting, Marketing and Business Development
5 years responsibility on corporate strategic programs, M&A
4 years in IT consulting & web solutions
From the Amarone area
“Wine Maker” | Consultancy, Wine Selection and Supplier operations
20 years of experience in the field
Multiple international awards
Food & Beverage web marketing
Wide knowledge of all Italian wines

8. Financial Plan
 Growing EBITDA
 Limited fixed costs
 An attractive ROI for investors (80.000 Euro for 10% will grant a 8x return after 3 years with an
IRR at 100%)
795.000
1.734.000
4.640.000
€ -
€ 500,000
€ 1,000,000
€ 1,500,000
€ 2,000,000
€ 2,500,000
€ 3,000,000
€ 3,500,000
€ 4,000,000
€ 4,500,000
€ 5,000,000
2015 2016 2017
EBITDA
Fixed costs
Variable costs

9. Gen
Walking the next steps
Gen Feb Mar Apr MayJan
1.1.2015
Italian
NewCo
constitution
January
Partnership
signing with
suppliers
January
Italian
Signature
designed
1.3.2015
U.S.A.
branch
constitution
1.5.2015
India
Partnership
with existing
importer
March
U.S.A. Premium
Collection
Bottled
March
U.S.A.
launch tour
February
Official
Brand
Presentation
April
Start partnership
contact in Russia,
China, Japan and
Singapore
February
e-commerce
Launch on
website
January
Start Premium
collection
study
May
Atelier
Collection
Designed
31.1.2015
EU activities
start

10. THANKS !

11. Bottle examples