Felix Plog, SVP of Global Operations at Delivery Hero AG, presents on the company's growth from a startup in 2013 with 0.3 million orders across 14 countries to a giant in 2017 with 292 million orders across 40+ countries through a series of acquisitions totaling over $2 billion. He attributes their success to having entrepreneurial founders, building an awesome team, focusing on efficient operations and processes as COO during the startup stage, and continuously scaling and adjusting the operating model as COO during the growth stage.

1. 1Delivery Hero AG. Company Presentation.
From
Startup to
Giant
Felix Plog
February 13th 2018

2. 2Delivery Hero AG. Company Presentation.
About Me

3. 3Delivery Hero AG. Company Presentation.
N/A
Experience
SVP Global Operations at Delivery Hero
March 2017 - Present
Co-Founder/Managing Director/COO (exit to Delivery Hero Group in 12/2016) at Foodpanda
September 2013 - February 2017 (3 years 6 months)
CEO & Managing Director at wallstreet:online AG
January 2009 - September 2013 (4 years 9 months)
Managing Director AS Financial Media at Axel Springer SE
January 2009 - July 2010 (1 year 7 months)
Head of Portfolio Management at Axel Springer AG
March 2008 - December 2008 (10 months)
Senior Consultant/Project Manager at Roland Berger Strategy Consultants
2002 - 2007 (6 years)
Education
Technical University Berlin

4. 4Delivery Hero AG. Company Presentation.
CMO & CF CEO & CF COO & CF
Country
Management
IR
M&A
Sales
Finance
Legal
HR
Country
Management
Operations
Logistics
Product/Tech
BI
Marketing
The Management Team

5. 5Delivery Hero AG. Company Presentation.
2013
2014
2015
2016
2017
0.3 m
orders
14 countries
2 brands
28 m $ raised
>350 employees
2 m
orders
+9 acquisitions
26 countries
9 brands
+80m $ raised
>850 employees
17 m
orders
+11 acquisitions
28 countries
22 brands
+202 m $ raised
>2.500 employees
28 m
orders
+1 acquisition
26 countries
13 brands
0 m $ raised
>2.300 employees
292 m
orders
40+ countries
26 brands
>2b € tot. funding
>6.000 employees
330 m $ and 21 acquisitions later

6. 6Delivery Hero AG. Company Presentation.
The Building Blocks of Success

7. 7Delivery Hero AG. Company Presentation.
Entrepreneurial Founders
Awesome Team
Stage 1: The Startup COO
Solve the fund-grow-exit challenge
Stage 2: The Growth COO

8. 8Delivery Hero AG. Company Presentation.
Entrepreneurial Founders

9. 9Delivery Hero AG. Company Presentation.
Be a Band of Brothers and Sisters

10. 10Delivery Hero AG. Company Presentation.
It’s Always Day 1

11. 11Delivery Hero AG. Company Presentation.
Awesome Team

12. 12Delivery Hero AG. Company Presentation.
Create an Environment to Grow
• Indecision
• Slow Speed of Execution
• Underperformers
• Micromanagement
• Transparency
• Fast Conflict Resolution
• Clear Ownership
• Empowerment &
Management by
Objectives

13. 13Delivery Hero AG. Company Presentation.
Put Rock Stars in Leadership Positions
A → A
B → C

14. 14Delivery Hero AG. Company Presentation.
Master Your Recruiting Process

15. 15Delivery Hero AG. Company Presentation.
Party, Laugh and Cry Together
Social Champion

16. 16Delivery Hero AG. Company Presentation.
Stage 1: The Startup COO
Drive the development of a
successful blueprint.

17. 17Delivery Hero AG. Company Presentation.
Set Up a Strong Technology Development
Process
Problem
Statements
(Business)
Discovery
(Product)
Development
(Tech)
QA
(Product)
Success
Criteria
(Business)
Gatekeeper

18. 18Delivery Hero AG. Company Presentation.
Hire functional experts to build strong and
scalable business processes
Sales Ops
Vendor
Management
Customer
Care
Logistics

19. 19Delivery Hero AG. Company Presentation.
Build a Reasonably Good Service in One Market
Frontend
Business Processes
Backend
KPI Layer
• CRM
• Contact Center
Solution
• Closed Loop
Ticketing System
• Accounting System
Core
• 90% of task
volume incl.
contact handling
defined and
supported by
backend
• Functional
reporting
• UX focused
reporting

20. 20Delivery Hero AG. Company Presentation.
Fully Capture the Customer’s UX
Platform
Website Mobile
Page Loading Time
Page layout
Personal Account Functionality
Search Functionality
Navigation
Number of steps required to
order
Website Desktop
Personal account functionality
Number Of Steps required to
order
Search Functionality
Page Layout
Navigation
Page Loading Time
Iphone
Personal account functionality
Search functionality
Navigation
Number of steps required to
order
Location Accuracy
App loading time
Android
Navigation
Location Accuracy
Search functionality
Number of Steps required to
order
App Loading Time
Personal account functionality
Ipad
App Loading time
Number of steps required to
order
Location accuracy
Personal account functionality
Search functionality
Navigation
Ordering Experience
Search Restaurant list
Talabat recommendations
Search Functionality
Restaurant Logs
Information on restaurant
Customer Restaurant Review
Variety of restaurants
Look through the menu
Variety of Dishes
Food Categorization
Special Offers
Customer Comments
Food Descriptions
Options for Kids
Eas
Ti
INTERNAL: REORDER RATE EXTERNAL: NPS DRIVER TREE

21. 21Delivery Hero AG. Company Presentation.
Stage 2: The Growth COO
Scale.

22. 22Delivery Hero AG. Company Presentation.
Margin
Increase
Commission
Reduce
Manual
Handling
Reduce
Logistics
Costs
Be in Control of Your P&L Before You Scale
Orders
Improve
Customer
Cohorts
Increase
Frequency
Marketing
Drive
Growth
Improve
CACs
PC2 PC3
Fixed
Costs
Build Local
Teams
Frontload
Investments
to Start
Operations
Don’t bullshit yourselves!

23. 23Delivery Hero AG. Company Presentation.
Adjust the Operating Model Continuously
Function Start Step 1 Step 2
Tech Central Central Central
Marketing - Online Central Central Central
Marketing - Offline Central Local Regional
Sales Central Local Local
Contact Center Central Local Regional
Restaurant Ops Central Local Local
Logistics Central Local Regional
Finance Central Local Regional
Strong
central
supervision
to force
standards

24. 24Delivery Hero AG. Company Presentation.
Empower the Organization to Scale
COUNTRIES FUNCTIONS
MANAGEMENT
TECH
OKRs & Annual Goal Setting
prioritizes
blueprint
provide services
&
monitor
set targets set targets

25. 25Delivery Hero AG. Company Presentation.
Finally: Who Will Pay for All of This?
Raise/Keep
Sufficient
Funds
Grow the
Business
Maximize
Exit
• Dedicate one senior manager to
fundraising
• Acquire funding opportunistically
• Conserve cash as a tactical
reserve
• Tech (BI/Product/IT) should be
core investment
• Steady growth better than peaks
• Never lose growth momentum

26. 26Delivery Hero AG. Company Presentation.

27. 27Delivery Hero AG. Company Presentation.
Important Notice
• ALL FINANCIAL FIGURES INCLUDED IN THE FOLLOWING PRESENTATION ARE BASED ON IFRS, UNLESS NOTED OTHERWISE. THE 2014, 2015 AND 2016 DELIVERY HERO
FINANCIAL INFORMATION AND THE 2015 AND 2016 FOODPANDA FINANCIAL INFORMATION IS AUDITED (UNLESS OTHERWISE INDICATED).
• For the purposes of this notice, “presentation” means this document, its contents or any part of it. This presentation does not, and is not intended to, constitute or form part of, and should
not be construed as, an offer to sell, or a solicitation of an offer to purchase, subscribe for or otherwise acquire, any securities of the Company, nor shall it or any part of it form the basis of
or be relied upon in connection with or act as any inducement to enter into any contract or commitment or investment decision whatsoever.
• This presentation is neither an advertisement nor a prospectus and should not be relied upon in making any investment decision to purchase, subscribe for or otherwise acquire any
securities. The information and opinions contained in this presentation are provided as at the date of this presentation, are subject to change without notice and do not purport to contain all
information that may be required to evaluate the Company. No reliance may or should be placed for any purpose whatsoever on the information contained in this presentation, or any other
information discussed verbally, or on its completeness, accuracy or fairness.
• The information in this presentation is of preliminary and abbreviated nature and may be subject to updating, revision and amendment, and such information may change materially. Neither
the Company nor any of its directors, officers, employees, agents or affiliates undertakes or is under any duty to update this presentation or to correct any inaccuracies in any such
information which may become apparent or to provide any additional information.
• This presentation is not an offer of securities for sale in the United States. The securities of the Company are not and will not be registered pursuant to the provisions of the US Securities Act
of 1933, as amended (the “Securities Act”) or with the securities regulators of the individual states of the United States. The securities may not be offered, sold or delivered, directly or
indirectly, in or into the United States except pursuant to an exemption from the registration and reporting requirements of the United States securities laws and in compliance with all other
applicable United States legal regulations. The Company does not intend to register its securities under the Securities Act or to conduct a public offering of securities in the United States.
• Sales in the United Kingdom are also subject to restrictions. The securities are only available in the United Kingdom to, and any invitation, offer or agreement to subscribe, purchase or
otherwise acquire such securities in the United Kingdom will be engaged in only with, such relevant persons to whom it may lawfully be communicated (“Relevant Persons”). Any person in
the United Kingdom who is not a Relevant Person should not act or rely on this presentation or any of its contents.
• Certain information (including industry, market and competitive position data) in this presentation is based on the Company’s own internal research and management estimates. In addition,
certain data points in this presentation are selective and may not necessarily be representative for the Delivery Hero Group. Such research, estimates and data points have been made in
good faith and represent the current beliefs of members of management. The Company and those management members believe that such research, estimates and data points are founded
on reasonable grounds. However, by their nature, research and estimates as well as the data points may not be correct or complete, and their underlying methodology and assumptions,
have not been verified by any independent source for accuracy or completeness. Accordingly, no representation or warranty, express or implied, is given that such research, estimates or
data points are correct or complete.
• The presentation and discussion contain forward looking statements, other estimates, opinions and projections with respect to anticipated future performance of the Company (“Forward-
looking Statements”). These Forward-looking Statements can be identified by the use of forward-looking terminology, including the terms “believes,” “estimates,” “anticipates,” “expects,”
“intends,”, “aims”, “plans”, “predicts”, “may,” “will” or “should” or, in each case, their negative, or other variations or comparable terminology. These Forward-looking Statements include all
matters that are not historical facts. They appear in a number of places throughout this presentation and include statements regarding the Company’s intentions, beliefs or current
expectations concerning, among other things, the Company’s prospects, growth, strategies, the industry in which it operates and potential or ongoing acquisitions. By their nature, Forward-
looking Statements involve significant risks and uncertainties because they relate to events and depend on circumstances that may or may not occur in the future. Forward-looking
Statements should not be read as guarantees of future performance or results and will not necessarily be accurate indications of whether or not such results will be achieved. Similarly, past
performance should not be taken as an indication of future results, and no representation or warranty, express or implied, is made regarding future performance. The development of the
Company’s prospects, growth, strategies, the industry in which it operates, and the effect of acquisitions on the Company may differ materially from those made in or suggested by the
Forward-looking Statements contained in this presentation or past performance. In addition, even if the development of the Company’s prospects, growth, strategies and the industry in
which it operates are consistent with the Forward-looking Statements contained in this presentation or past performance, those developments may not be indicative of the Company’s
results, liquidity or financial position or of results or developments in subsequent periods not covered by this presentation. Any Forward-looking Statements only speak as at the date of this
presentation is provided to the recipient and it is up to the recipient to make its own assessment of the validity of any Forward-looking Statements and assumptions. No liability whatsoever
is accepted by the Company in respect of the achievement of such Forward-looking Statements and assumptions.