Over the Moon Ventures is seeking capital to launch a new beef product called Better Beef. Better Beef uses a proprietary pelletized feed and farming process that results in cattle with 15% better feed efficiency, higher weight gains, and more tender meat compared to conventionally raised cattle. The company aims to sell Better Beef to major restaurant chains, projecting over $700 million in potential annual beef sales.

1. Beef™
OVER THE MOON VENTURES, INC.
STRATEGIC OVERVIEW
Confidential Property of Healthy Beef, Inc. & Reconstruction
Partners, LLC

2. Structure & Ownership
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

3. Structure & Ownership
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

4. Capital Raise
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

5. The Product
Dave Long learned that by Since the feed was cooked
cooking the corn in the and all of the ingredients
cattle’s feed, the cattle’s were pelletized together
weight gains were the calf receives the
comparable to the gains complete nutrition of the
of cattle implanted with feed with each bite. The
hormones, but without calf ingests
the potentially harmful grain, roughage and
effects of the implanted vitamin supplements in
hormone residues. By each pellet. Most
cooking and pelletizing importantly, unlike
the feed, the cattle conventional feeding
responded well to the systems, the calf can’t
feed, eating more and, in eat too much of just one
turn, gaining weight more part of the feed and not
rapidly. receive any of another
part.
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

6. The Product
In conventional While others have tried
feedlots, cattle tend to utilizing pelletized feed,
pick only the portion of to our knowledge, the
the feed that tastes best Better Beef proprietary
leaving the other formula is the only
nutrients and roughage complete ration that has
needed for a balanced been successfully
diet and consistent deployed. The cattle
weight gain. The Beef chosen for the program
Program resulted in no were Holstein from
bloating or stomach dairies. Three day old
problems, good weight Holstein steers are
gains and more uniform shipped to contract farms
carcasses by where they are bucket
comparison. fed. Pellets are
introduced to Holstein
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, at one week of
calves LLC

7. Product Measurables
15% better
feed
efficiency
and daily
gains
Virtually
100%
Choice or
Prime
grading
More
Less illness
uniformity
due to the
in the
pelletized,
quality of
sterile feed.
cattle.
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

8. Product Measurables
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

9. Product Measurables
T en d er n ess:
T h e in du st r y st a n da r d m ea su r e for t ender n ess is t h e Wa r n er -B r a t zler Sh ea r
T est . Th e t est wa s per for m ed a t Th e Oh io St a t e U n iv er sit y . L ower p ou n ds p er
sq u a r e in ch (p si) = m or e t en der b eef.
T h e r esu lt s of a t est p er for m ed in 2011 a r e sh own b elow.
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

10. Product Measurables
Supply Reliability
T h er e a r e a p p r ox im a t ely 4 m illion H olst ein st eer s b or n in t h e U S ea ch y ea r . Ca lv es
a r e con t r a ct ed fr om da ir ies a t con cep t ion on a n a n n u a l a n d r en ewa b le b a sis. B ucket
R a iser s a r e sm a ll t o m id-size op er a t ion s wh ich t y p ica lly h a n dle u p t o 500 ca lv es a t a
t im e. T h ey will b e con t r a ct ed on a n a n n u a l b a sis.
All ca t t le a r e t r a cked fr om b ir t h u t ilizin g a n R F I D t r a ckin g a n d elect r on ic da t a
ca p t u r e sy st em. Medica t ion s a n d ot h er u sefu l in for m a t ion will b e ca p t u r ed in t h e
da t a b a se t o en su r e t h a t a com p let e h ist or y of ea ch a n im a l h a s b een r ecor ded a n d
a v a ila b le.
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11. Summary
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12. Brief Situational & Business Analysis
 The Cattle business has been a  Science has for many years decried the
business where the processes for consumption of beef as “bad for you”
bringing beef to market are as varied as touting concerns over cholesterol,
only imagination constrains. Therefore calories, and unsaturated fat.
the results are as varied and  The chain restaurant industry is faced
unpredictable as are the processes. with a “dissenter vote” that moves a
 Antibiotics and hormones have riddled group of diners to another restaurant
the U.S. Beef supply to the extent that with “healthier” fare.
exports to Europe and the Mideast are  However, the U.S. consumer still eats
virtually nil. beef with a frequency to the tune of 60+
 The ability to trace the origin of the pounds per person per year.
supply of beef is limited which is a  The top five hamburger chains purchase
strong safety concern. $5.5 Billion in beef a year.*
 The quality issues are riddled with  The top 100 restaurant chains purchase
inconsistencies and the consumer is over $18 Billion in beef a year.*
frequently disappointed.
 *Sources: QSR Magazine and Nations
 For the chain restaurant industry, those Restaurant News
inconsistencies have both made and lost
customers.
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

13. Business Model
Ou r Over the Moon Beef a ddr esses ever y issue r a ised. We h a ve select ed t h e
H olst ein br eed for our pr ima r y sour ce of ca t t le. I t is somewh a t imper vious t o
ma r ket fluct ua t ions wh ich Angus is not . Wit h a focus on our br a nded H olst ein
beef, we h a ve br oa dened t h e n umber of r est a ur a nt ch a ins we ca n a t t r a ct a nd
sell.
I n dust r y a ver a ges for P r ime gr a ding in H olst ein r un a t 16-20% for wh ich we
have not made any selling price adjustments in our financial models. We h a ve
pr iced our beef a t ma r ket sh eet pr icing wit h no pr emium for a nt ibiot ic a nd
h or mone fr ee or h ea lt h benefit s. We believe t h a t t h ese a r e mar ket a ble point s of
difference for our cust omer s, t h e rest a ur ant ch a ins.
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

14. Business Model
Ou r sellin g model is p r edica t ed on R econst r u ct ion P a r t n er s r est a u r a n t in du st r y
ex p er ien ce. T h e p r in cip a ls h a v e ov er 120 y ea r s of ex p er ien ce in t h e in du st r y
wit h a lmost 100 y ea rs a t a C-lev el. T h ey ca n op en door s!
Ou r t a r get s gen er a lly a r e:
Qu ick Ser vice for H amb u r ger
F a st Ca su a l for Bet t er H a mb u r ger
Ca su a l Din in g for H a mb u r ger a n d St ea ks
Ca su a l Din in g St ea kh ou ses for St ea ks
P r ime St ea k H ou ses for St ea ks
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15. Business Model
H er e a r e som e ex a m p les:
P ot en t ia l b eef sa les of $95,000,000
P ot en t ia l b eef sa les of $40,000,000
P ot en t ia l b eef sa les of $10,000,000
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

16. Business Model
P ot en t ia l b eef sa les of $10,000,000
P ot en t ia l B eef Sa les of $200,000,000
P ot en t ia l B eef Sa les of $350,000,000
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

17. Financial Projections
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18. Financial Projections
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

19. Financial Projections
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC

20. Contact Information
Reconstruction Partners, LLC
18 Annandale• Nashville, TN 37215 •Telephone: 615-
377-1120
4340 E. Indian School Rd#463 • Phoenix AZ 85018 •
Telephone: 602-405-0353
Steve@reconstructionpartners.com
Wallace@reconstructionpartners.com
Lee@reconstructionpartners.com
Josh@reconstructionpartners.com
Hunter@reconstructionpartners.com
Confidential Property of Healthy Beef, Inc. & Reconstruction Partners, LLC