This document describes Mashpotato, a social e-commerce platform that connects foodies with restaurant professionals to get expert recommendations on restaurants and kitchen items. Restaurant professionals can build their online reputation and followers, while foodies get personalized recommendations to help them discover new places and products. The platform utilizes a recommendation engine driven by restaurant pros and allows both pros and customers to earn status, recognition, and economic benefits. A business model, team, competitors, and roadmap are presented.

1. restaurants and cool stuff recommended by
restaurant professionals
Stephen Duke | stephen@mashpotato.CO
604 369-2545
twitter: @mashnik

2. FOODIES want to cut through the noise
RESTAURANT professionals want to
grow their online reputation.
…until now, there hasn’t been a place for
foodies and restaurant people to connect
and call their own.

3. THE social e-commerce platform where foodies get
expert opinions about restaurants and cool stuff they
can buy for their home.
Unlike the competition, MASHPOTATO’S
recommendation engine is driven by chefs and
restaurant professionals that want to build their online
reputation and get more exposure & followers.

4. WHY MASHPOTATO NOW?
FOODIES want to follow their favorite
chefs and restaurant people – and
they’ll buy stuff…..
it’s a $20 Billion market category.

5. Comparable e-commerce/food
• $2.5 Billion Valuation
• 2-years, $1Billion Valuation, $112 Million
Revenues 2012
• UrbanSpoon $1Billion Valuation (rumored)
• Open Table $2.5 Billion Valuation
• Thrillist, $120 Million Valuation, total
capital raised $15m, Revenues $60 M++

6. HOW?
Business Model
Professionals
Recommendation
Engine
Foodies
Purchasing Power
restaurants, cool
stuff, lifestyle
brands
Places
Subscription
Marketing
Services
Marketplace
Affiliate
Revenue
• E-commerce 10% -
15% Gross profit
• Subscription-based
marketing services
for restaurant and
brands. Gross Profit
30%

7. 16
MANAGEMENT TEAM
• 25-years of executive experience in technology and hospitality
• consultant to top franchises on digital marketing & finance
• co-founded George Mobile, high-growth technology start-up
• co-founded and sold chain of 95 restaurants
STEPHEN DUKE, MBA
CEO
• 20+ years international e-commerce projects
• founder of Marine Drive Mobile Corp.
• developed, implemented and consulted on platforms for BestBuy, sears, Shoppers
Drug Mart, Yahoo, Rogers and Future Shop.
COLIN MACDONALD
Technocrat
• owner and chief designer for epic home designs
• established and exited “Tastymon”, the leading supply of coffee to BC’s film
industry
STAN CHONG
Creative Director
• experienced front and back-end developer
• manages an amateur writing non-profit
• restaurant experience
CHRIS ROUTH
Lead Developer
• 15-yrs designing for international clients, sesame street, ninth house, Motorola and
Citigroup.
• teaches new media and web design at BCIT, and has presented his work at south by
southwest.
ANTHONY CHARLES
Design Director
• designed web and branding for Coldwell Banker, Henderson development, NAI
interactive, Tranzcom, personal mobility, London motor cars, Marco Polo tours
• web communication chair of graphic designers of Canada
PAULINE LAI
User Experience
STEVE LORENZ
VP Biz Dev
• co-founded e-Loan, Startup incubator, director various startups
• experienced film producer
• based in Silicon Valley

16. Example of some of the marketing tools available to Brands
and Establishments.

17. How do we find Pros? And the Joes?
DISTRIBUTION:
community building
Restaurant Associations
Chef’s Associations
Linkedin and other social
media interest “Groups”
Hospitality
Exhibitions/shows
Food/Trade magazine
publisher partnerships
Food Network (online)
Affiliate marketing networks
Sponsored Ads
food blog[s, ers]
Social media

18. Mash
potato
Yelp Four
square
Chefs
feed
FED Eater FAB Fancy Urban
spoon
Open
table
Primary
Format
Social
Network
Geo-App Geo-App App App Blog Store Store Geo-App App
E
Commerce X X X X X X X
Find
restaurants X X X
Ranked by
experts X X X X X
Ranked by
anyone X X X X X X
Make a
Reservation X X X X X
User profiles
X X X X X X
Two-way
social
network
X X X X X X X X
Post content
X X X X X
Virtual
currency X X X X X X X X
Marketing
services X X X X X
Competition Matrix

19. Exit
Series B $20m
Series A $5m
Series Seed $2m
Angel $300k
Founders $40k
Dominance
Growth
Launch
everywhere
Beta Launch
Alpha Launch
Planning/Design
wearehere
2013 end Q3 Q2 2014 Q1 2015 2016
Finance Road Map
REVENUE: Early Adopters >>> Early Majority CHASM >>> Late Adopters

20. MASHPOTATO Business Model Canvas
Key Partners
Deal Management System for
“Offers” (DMS)
Foursquare (Database)
Amazon (E-Store)
Answers.com (Distribution)
Key Activities
Platform building:
simple log-in process
ready-to-curate content
(Gear)
implement Restaurant
database Social/game
mechanics
integrate social sharing
integrate (DMS) for “offers”
Branding:
front end UI development
Customer Development:
presentations to Beta market
organizations
Landing pages/Funnel
Social Media
SEO
Market Validation:
Vancouver Beta (closed)
Los Angeles Beta (closed)
Key City Beta (open)
Value Proposition
“Restaurants and Gear Rated
by Restaurant Pros for
Regular Joes”
Restaurant Pros:
“Finally, an easy way to build
a following and/or do more
business with less
complexity”
Regular Joes:
“Finally, a recommendation
engine for WHY you should
patronize a Restaurant or
buy certain kitchen Gear on
line”
Outcomes for Both:
status
recognition
economic value
Customer Relationships
Online Web-App
Mobile Website
Email
Social Media
Customer Segments
Restaurant Pros:
Chefs, Restaurateurs,
Bartenders, Servers,
Sommeliers, Baristas, food
Bloggers
Regular Joes:
People unsatisfied by review
apps like Yelp & UrbanSpoon
Urbanite “foodies”
followers of
Chefs/Restaurants
Cost Structure
AWS
Hosting
Deal Management software
license (Rev Share)
Channels
Answers.com
Hospitality Conference
Seminars
Canadian/US Fed Chefs de
Cuisine; Chef’s Table Society
etc.
CFRA/USRA & their online
resources
Food/Dining Blogs
Social media followers of Pros
and Food Bloggers
Affiliate Sites
Social media marketing
SEO, SEM
Revenue Stream
Joes & Pros: Free to use
Subscription for Restaurants:
$10 +++/month
DMS for “Offers”
Enhanced Profile
Media Kit
Customer Data
Open Table Reservation
Commission $1.50/seat
E-Store Commissions 15%
Key Resources
Operating System: Windows
Web server: Apache
Database: MySQL
API Framework: Django
(Python)
Client Side: jQuery,
Backbone.js , Underscore.js,
Jade, RequireJS, HTML5 and
CSS3