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- 2. MAIN ISSUES Before opening food business: How to set up compliance documents to start food business? When operating food business: How to ensure that all your employees follow all rules that are set in your HACCP standard.
- 3. MISSION FoodDocs helps companies to get and to stay compliant with Food Safety regulations and digitise the process of food safety. Our mission is to make all food safe to eat and safety rules easy to follow.
- 4. PRODUCT 1. AI-powered HACCP plan builder creates compliance documents in 1 hour. 2. Our app makes daily routines easy to follow. 3. Our dashboard gives an instant overview of the whole process.
- 5. PRODUCT Describe your business AI generated food safety instructions Monitoring task lists suppliers/customers/authorities HACCP (Food Safety Plan) App for marking the tasks Desktop application Mobile app PDF document 100% 92% 63% Dashboard instant overview Activity log documented proof Hazard Analysis and Critical Control Point
- 6. CLIENT SEGMENTS & VALUE PROPOSITION Newfood business entities Smaller businesses, +superfast growing chains like Bolt Market Operating medium-sized businesses Food businesses with 5-50 locations Customer need ▪ Fast compliance docs - HACCP plan ▪ Compliance for 3rd party (gov inspectors, suppliers, auditors) ▪ Save time & moneywith ▪ Control over employees & processes ▪ Avoiding scandals and recalls Product ▪ HACCPplan one-time payment + storage subscription ▪ FoodSafetyManagementSystem (FSMS) subscription Value proposition BUSINESS ENABLER ▪ Nospecialistneeded to set up your compliance documents ▪ AI-powered HACCP builderthat makes the process 500xfaster& 15 xcheaper 1 hour instead of struggling months EFFICIENT RISK MANAGEMENTTOOL ▪ Saveemployees’time with help of an app ▪ Spendlessonsupervisionand educating your stuff ▪ Open new sites 500 xfaster Sales channels ▪ 35% of signups Google Ads => 5% convert to pay ▪ 33 Organic => 22% ▪ 24% Direct => 42% ▪ Google Ads, Organic search, Direct, food safety consultants COVID impact: ▪ Market restructuring - many newbusinesses open or change their activities ▪ More focus on food safety & procedures ▪ More focus on food safety & procedures ▪ Increased demand for efficiencytools ▪ Increased demand of control systems to employees
- 7. MARKET SIZE & COMPETITION 50M global food companies 50% micro-companies yearly growth 7% 3.5M newly born companies Every company is required to have a compliance docs DIY 30 days Consultants up to $3000 FoodDocs HACCP $239 1 hour Every company is required to monitor food safety activities 20+ competitors FSMS $99/mo pen and paper 70% subscribe to digital storage $15/mo • Switch to digital in less than 1 hour • Save your employees' time • Save time on supervision
- 8. PRICING GET YOUR HACCP PLAN IN 1 HOUR 239$ /one time fee IDEAL FOR • Newly born companies • Retail & foodservice • Small & temporary businesses WHAT’S INCLUDED? • Create & print your HACCP plan +15$ /monthly • Store your data 14-DAY FREE TRIAL GET YOUR FOOD SAFETY UNDER CONTROL 99$ /monthly IDEAL FOR • Food service • Retail • Wholesale WHAT’S INCLUDED? • Digital monitoring system • Mobile app with notifications • Real-time overview of all daily tasks • Unlimited cloud storage of your data 14-DAY FREE TRIAL
- 9. KPIs September New traffic 8500 ↑22% Mo New signups 430 ↑23% Mo 100% inbound 85% from US & UK Signup conversion rate from traffic 5,04% ↑0,01% Mo Cost per signup €14,8 Stay compliant, subscription customers New MRR + €3013 • €1680 subscrip*on customers (20) • €1279 expansion customers (5) • €54 HACCP storage (subscrip*on for HACCP pdf customers, new package started on 1st Oct) (4) • -0,9% net churn rate Get compliant one-time payment customers Revenue + €6925 • 32 new companies • 41% of customers pay without any reach out from our side • A new subscrip*on package was released on 1st Oct • Since then, 71% of customers have chosen a subscrip*on package in addi*on to the one- *me payment PROGRESS KPIs general Users total 11 500 Paying companies total 174 Paying locations total 340 MRR total €21 456 ↑9% Mo Revenue total €28 381 ↑11% Mo 7000 landings 430 signups 52 new customers 6% 12% Conversions
- 10. TEAM Our two founders have more than 15 years experience in food industry. Whole core team consist of seasoned experts + International team with lots of experience Katrin Liivat CEO Compiled 300+ food safety systems. 15+ years experience in food industry as an entrepreneur. Karin Repp COO Digitalized whole Estonian Defence Forces food sector Was responsible 5000+ people food safety Uku-Rasmus Lind CTO Experienced full-stack engineer with years of experience in maintenance Markko Karu UX Award winning designer 20+ years experience
- 11. Progress €280K investment & €80K grants/prizes ”Shark tank” winner • Starts sales in UK and in some EU countries MVP launch • AI-powered food safety plan builder starts to work and learn. • Product is ready to scale • More customers from UK. • Starts sales in US, CAN Scale over US, CAN and UK Medium & large customers share increases • Food safety plan builder is ready for smaller food businesses. • Needs to be adopted for each country Started sales in Estonia 2018 2019-2020 2021 2022 €700K investment & €400K grant to develop machine learning 1,5M investment to reach €100K MRR
- 12. THE ASK 150k EUR bridge-round in July 2021 to reach 30K MRR 1.5M EUR investment in December 2021 to reach 100K MRR in 18 months SALES 70% DEVELOPMENT 30% Sales 70% Development 30%
- 13. Katrin Liivat www.fooddocs.com katrin@fooddocs.com Let’s make all food safe to eat! See how FoodDocs works