Class Presentation 12/12/2013
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This document provides an overview of a proposed laundry service business called Mamma's Lavandaria. The presentation covers key aspects of the business including customers and problems addressed, the proposed solution, technology platform, marketing and sales strategy, competition, team, traction to date, and financial projections. Specifically, the business aims to provide a time-saving laundry service for students and urban workers by connecting them with a network of local laundries. The technology enables users to order pickup and delivery of laundry through a mobile app or website. An aggressive marketing plan targets students directly with an emphasis on campus marketing. Financial projections estimate profitability within 3 years as the business expands across cities in Portugal and other parts of Iberia.
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Class Presentation 12/12/2013
- 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. 1 CUSTOMERS PROBLEM How can I manage to have time for everything? I want someone taking care of my laundry!
- 6. 1 CUSTOMERS
- 7. 1 CUSTOMERS PROBLEM How can I leverage my customer basis? I want someone to take care of my marketing and order processes!
- 9. 2 SOLUTION
- 10. 3 TECHNOLOGY NETWORK OF USERS Local Laundry NETWORK OF LOCAL LAUNDRIES
- 11. 3 TECHNOLOGY
- 12. 4 MARKETING AND SALES € 50.000.000
- 13. 4 MARKETING AND SALES 1º) 3.988.227 2º) 334.038 3º) 33.404
- 14. 4 MARKETING AND SALES WEB MARKETING
- 15. 4 MARKETING AND SALES INTRODUCTION DAYS ON-CAMPUS PRESENCE PARTNERSHIPS
- 16. 4 MARKETING AND SALES CORPORATE CAMPUS OTHER COMPANIES SMALL BUSINESSES
- 17. 5 COMPETITION Mamma’s Lavandaria Price Convenience Time-saving Quality Marketing Personalization and Design Variety of Services Network Big Laundry Chains Local Laundry Washing Machine
- 18. 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
- 19. 7 TRACTION Interest by the Users 79% Value this time saving service
- 20. 7 TRACTION Already with orders! 24 ORDERS … in 2 weeks
- 21. 7 TRACTION Lavandaria Lorento Lavandaria Atlântica Lavandaria Aliança Lavandaria Luz da Estrela Interest by the Laundries
- 22. FINANCIALS 8 Customer Acquisition Costs Social Media Google Ads Customer Lifetime Value Revenues per Customer Additional Purchases Additions ∑ 19€ Pay per Click Intro Days ∑ 115€ Costs Referrals
- 23. 8 FINANCIALS Margin 30-40% 15,000 € 210,000 € 10,000 € 140,000 € Operational Break-Even 5,000 € 70,000 € 0€ 0€ 1 4 7 10 13 16 19 22 -5,000 € -10,000 € 25 28 31 34 -70,000 € Company Break-Even -140,000 €
- 24. 9 CALENDAR What have we done so far… MARKET VALIDATION
- 25. 9 CALENDAR
- 26. 9 CALENDAR And how about the future…
- 27. 9 CALENDAR 2014 Launch the Website fully-fledge Continuous Feedback 2015 Expansion to Porto 2016 Expansion to other Iberian Cities
- 28. ? Q&A THANK YOU FOR YOUR ATTENTION!
- 29. ? 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 – Big Laundry Chains Competitors – Local Laundries Competitors – Washing Machines Financials – Assumptions Financials – P&L Financials – Balance Sheet Financials – Cash Flows Financials – Break-Even Analysis Implementation Plan
- 30. MARKETING PLAN ! Activities Web Presence Non-local Students Induction Days On Campus Presence Ad Supports Urban Workers Campus Contacts Companies Contacts JAN FEV MAR ABR MAY JUN JUL AUG SEP OCT NOV DEZ
- 31. ! IMPLEMENTATION PLAN ACTIVITIES Website 1.0 Website 2.0 Continuously Development Continuously Evaluation of the Service Expansion to Porto Expansion to other Iberian Cities 2014 1Q 2Q 3Q 2015 4Q 1S 2S 2016 1S 2S
- 32. ! COMPETITORS – BIG LAUNDRY CHAINS Advantages Disadvantages Recognizable brand on the market Higher price then local laundry Benefits from network No personalization Perceived high quality No pick up and delivery More variaty of service Convenient location
- 33. ! COMPETITORS – LOCAL LAUNDRIES 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
- 34. ! 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
- 35. ! FINANCIALS – ASSUMPTIONS Sales Growth 1st year Growth 2nd year Growth 3rd year Quantitiy order per month Intermediate fee per order Bootstrapping Operation from our Home No wages during the start, live from savings Top-down Approach Customer SAM non local students 70,792 SAM Urban worker 263,246 SAM Target Group 334,038 SOM - 10% use laundry Market share 3rd year 15% 33,404 5,011 Customer Lifetime Value Average fee per order Number of usage per week Average value per customer per week Lifespan Retention Rate Margin Discount rate Simple LTV Custom LTV Traditional LTV Average LTV 15% 8% 5% 2.5x per month 2.00 € 2.00 € 0.625 1.25 € 3y 70% 30% 15% 195 € 59 € 91 € 115 €
- 36. ! FINANCIALS – P&L Year 1 Months Jan Sales Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1042 1198 1377 1584 1822 2095 2409 2770 3186 3664 4214 4846 Personnel 0 0 1333 1333 1333 1333 1333 1333 1333 1333 1333 1333 Soc Security 0 0 147 147 147 147 147 147 147 147 147 147 Social Media 500 500 500 500 500 500 500 500 500 500 500 500 Pay per click 300 300 300 300 300 300 300 300 300 300 300 300 Introduction day's presence 0 495 0 0 0 0 0 495 0 0 0 0 Posters for Universities 0 675 0 0 0 0 0 0 0 0 0 0 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 Bonus finishing platform 0 0 0 0 0 500 0 0 0 0 0 0 Legal Costs 0 0 4000 0 0 0 0 0 4000 0 0 0 Tax Advisory 0 0 0 0 0 0 0 0 2667 0 0 0 63 63 63 63 63 63 63 63 63 63 63 63 -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869 0 0 0 0 0 0 0 0 0 0 0 0 -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869 0 0 0 0 0 0 0 0 0 0 0 0 Google Ads Unpredicted Expenses EBIT Interest EBT Tax Net earnings % of sales -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869 -139.7% -206.1% -479.1% -151.0% -118.3% -113.7% -65.1% -61.4% -234.0% -8.5% 5.6% 17.9%
- 37. ! FINANCIALS – P&L Year 2 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Sales 5572 6018 6500 7020 7581 8188 8843 9550 10314 11139 12030 12993 Personnel 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 Soc Security 155 155 155 155 155 155 155 155 155 155 155 155 Social Media 217 217 217 217 217 217 217 217 217 217 217 217 Pay per click 333 333 333 333 333 333 333 333 333 333 333 333 Introduction day's presence 0 325 0 0 0 0 0 325 0 0 0 0 Posters for Universities 0 320 0 0 0 0 0 0 0 0 0 0 Google Ads 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0 Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0 Tax Advisory Unpredicted Expenses EBIT Interest EBT Tax Net earnings % of sales 0 0 0 0 0 0 0 0 2747 0 0 0 83 83 83 83 83 83 83 83 83 83 83 83 1688 1489 2615 3135 3697 4303 4958 5341 3683 7255 8146 9108 0 0 0 0 0 0 0 0 0 0 0 0 1688 1489 2615 3135 3697 4303 4958 5341 3683 7255 8146 9108 0 0 0 0 0 0 0 0 811 1669 1874 2095 1688 1489 2615 3135 3697 4303 4958 5341 2872 5586 6272 7013 30.3% 24.7% 40.2% 44.7% 48.8% 52.6% 56.1% 55.9% 27.8% 50.1% 52.1% 54.0%
- 38. ! FINANCIALS – P&L Year 3 Months Jan Sales Personnel Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 14032 14734 15471 16244 17056 17909 18805 19745 20732 21769 22857 24000 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 Soc Security 160 160 160 160 160 160 160 160 160 160 160 160 Social Media 250 250 250 250 250 250 250 250 250 250 250 250 Pay per click 383 383 383 383 383 383 383 383 383 383 383 383 0 375 0 0 0 0 0 375 0 0 0 0 Introduction day's presence Posters for Universities 0 330 0 0 0 0 0 0 0 0 0 0 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0 Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0 Tax Advisory 0 0 0 0 0 0 0 0 2829 0 0 0 117 117 117 117 117 117 117 117 117 117 117 117 9934 9930 11372 12145 12958 13811 14706 15271 13804 17670 18758 19901 0 0 0 0 0 0 0 0 0 0 0 0 EBT 9934 9930 11372 12145 12958 13811 14706 15271 13804 17670 18758 19901 Tax 2285 2284 2616 2793 2980 3176 3382 3512 3175 4064 4314 4577 Net earnings 7649 7646 8756 9352 9977 10634 11324 11759 10629 13606 14444 15324 54.5% 51.9% 56.6% 57.6% 58.5% 59.4% 60.2% 59.6% 51.3% 62.5% 63.2% 63.9% Google Ads Unpredicted Expenses EBIT Interest % of sales
- 39. ! FINANCIALS – BALANCE SHEET Year 1 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cash 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872 ASSETS 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872 Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0 Social Sec Payable 0 0 147 147 147 147 147 147 147 147 147 147 VAT payable -335 -902 -2080 -2289 -2445 -2652 -2672 -2723 -4097 -3829 -3434 -2894 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 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 Retained Earnings -1455 -3923 -10522 -12914 -15069 -17450 -19017 -20718 -28175 -28487 -28250 -27381 LIABILITIES 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872
- 40. ! FINANCIALS – BALANCE SHEET Year 2 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cash 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912 ASSETS 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912 0 0 0 0 0 0 0 0 0 0 0 0 155 155 155 155 155 155 155 155 155 155 155 155 VAT payable -2145 -1441 -479 603 1814 3165 1501 3090 4298 2029 4264 6720 Tax payable 0 0 0 0 0 0 0 0 811 2480 4354 6449 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 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 -25693 -24204 -21589 -18454 -14757 -10454 -5496 -155 2717 8303 14575 21589 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912 Accounts Payable Social Sec Payable Capital Retained Earnings LIABILITIES
- 41. ! FINANCIALS – BALANCE SHEET Year 3 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cash 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081 ASSETS 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081 0 0 0 0 0 0 0 0 0 0 0 0 160 160 160 160 160 160 160 160 160 160 160 160 VAT payable 2656 5312 8299 3165 6517 10065 3754 7638 11185 4436 9122 14071 Tax payable 8733 11017 12021 14814 17794 19359 22741 26253 27816 31880 36195 39160 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 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 Retained Earnings 29238 36884 45640 54992 64970 75604 86928 98686 109316 122922 137366 152690 LIABILITIES 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081 Accounts Payable Social Sec Payable
- 42. ! FINANCIALS – CASH FLOW Year 1 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Income Capital 35000 0 0 0 0 0 0 0 0 0 0 0 1281 1473 1694 1948 2241 2577 2963 3408 3919 4507 5183 5960 0 0 0 0 615 369 0 0 2009 0 0 0 77 0 0 0 0 0 0 0 615 369 609 830 2009 0 0 0 77 0 0 0 0 1333 0 0 615 369 0 0 2009 0 4920 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 0 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 0 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 615 0 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 0 0 77 0 0 0 0 1333 147 0 615 369 609 0 2009 0 0 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 4920 3280 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 0 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 0 0 77 0 0 0 0 1333 147 0 615 369 0 0 2009 0 0 0 77 0 0 0 Net cash flow 33211 -3036 -7630 -2602 -2310 -2589 -1587 -1752 -8832 -44 632 1410 Cumulative cash 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872 Sales Outgoing Fixed assets Personnel Social Security VAT settlement Social Media Pay per click Introduction day's presence Posters for Universities Google Ads Bonus finishing platform Legal Costs Tax Advisory Unpredicted Expenses Raw Materials Debt Service Tax
- 43. ! FINANCIALS – CASH FLOW Year 2 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Income Capital Sales 0 0 0 0 0 0 0 0 0 0 0 0 6854 7402 7995 8634 9325 10071 10877 11747 12686 13701 14797 15981 Outgoing Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 147 155 155 155 155 155 155 155 155 155 155 155 0 0 0 0 0 0 3165 0 0 4298 0 Social Media 267 267 267 267 267 267 267 267 267 267 267 0 267 Pay per click Personnel Social Security VAT settlement 410 410 410 410 410 410 410 410 410 410 410 410 Introduction day's presence 0 400 0 0 0 0 0 400 0 0 0 0 Posters for Universities 0 394 0 0 0 0 0 0 0 0 0 0 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0 Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0 Tax Advisory 0 0 0 0 0 0 0 0 3378 0 0 0 103 103 103 103 103 103 103 103 103 103 103 103 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 2446 2192 3578 4217 4908 5654 3295 6930 4891 4986 10380 11564 Cumulative cash 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912 Google Ads Unpredicted Expenses
- 44. ! FINANCIALS – CASH FLOW Year 3 Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Income Capital Sales 0 0 0 0 0 0 0 0 0 0 0 0 17260 18123 19029 19980 20979 22028 23130 24286 25500 26776 28114 29520 Outgoing Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 Social Security 155 160 160 160 160 160 160 160 160 160 160 160 VAT settlement Personnel 6720 0 0 8299 0 0 10065 0 0 11185 0 0 Social Media 308 308 308 308 308 308 308 308 308 308 308 308 Pay per click 472 472 472 472 472 472 472 472 472 472 472 472 Introduction day's presence 0 461 0 0 0 0 0 461 0 0 0 0 Posters for Universities 0 406 0 0 0 0 0 0 0 0 0 0 Google Ads 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0 Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0 Tax Advisory 0 0 0 0 0 0 0 0 3480 0 0 0 144 144 144 144 144 144 144 144 144 144 144 144 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 1612 0 0 1612 0 0 1612 0 0 1612 5875 12586 12747 7011 16310 15746 8395 19155 15739 10921 23445 23238 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081 Unpredicted Expenses Net cash flow Cumulative cash