Vardoma delivers weekly meal kits and grocery ingredients directly to customers' doors. Originally from Sweden, it has expanded to Austria, Germany, Switzerland, and Slovakia. Vardoma launched in Bratislava, Slovakia in 2013 and focuses on the Bratislava region. Online grocery is an emerging market that Vardoma aims to capture through its convenient subscription model. Successful international recipe box companies demonstrate the viability of this business model. Vardoma's established brands and efficient advertising give it an edge over smaller competitors in key European markets.

2. The Proposition
Vardoma delivers easy, delicious and healthy recipes & all the ingredients you need
to cook them - once a week directly to your doorstep.
=+

4. • Original Idea: Sweden
• Austria: KochAbo- founded in March 2012
• Expansion to Germany, Switzerland and Slovakia
The Idea and Background

5. • Start of operations: April 2013
• Deliveries to Bratislava &
surroundings
• Operations based in Austria
• High- quality groceries from
Austrian producers
Set-Up in Slovakia: vardoma.sk
Vienna
Bratislava
Focus on Bratislava region

6. Set-Up in Slovakia: vardoma.sk

7. Petra Dobrocká
Country Manager Slovakia
petra@vardoma.sk
www.vardoma.sk

8. CONFIDENTIAL

9. Easy-to-use website and on-line orders

10. CONFIDENTIAL
The Market
Online grocery retail is the last frontier in e-commerce.
Our model will get there first in countries where eFood is now emerging.
Cheaper customer
acquisition & higher LTVsReduced Complexity
These factors enable us to efficiently and quickly capture a
small slice of a gigantic pie:
Food Retail
Industry (2010)
Austria Germany
€ 27.9bn
Slovakia Switzerland
€ 202bn € 7.6bn € 22.7bn
Online Share of
Food Retail
AT, 2010 DE, 2010 SK, 2010 CH, 2010 UK, 20102015
0.0%
1.0%
2.0%
3.0%
4.0%
0.1% 0.1%
2.5%
0.5%
3.2%
~0.05%
4,000%
growth
projected
Market size
Higher quality
of service
Easier Logistics

11. CONFIDENTIAL
Role Models show disruptive business model
Several international models have delivered the proof-of-concept for both food e-
commerce and recipe subscription services
17. Mai 2013 CONFIDENTIAL
• 6,000 users / week
• Sweden #2
• Founded 2007
• Franchise
• Online grocer
• New York metro
• 250m in sales, 2010
• Founded 2002
• Subscription-based model -> predictable revenue & higher customer lifetime value
• Zero return rate due to fresh products
• Small subscription base (few thousands) already produce positive cash-flows
• Even small markets like Sweden sustain multiple multi-million companies
• 22,000 users / week
• Sweden #1
• Founded 2008
• Franchise
Sweden US

12. The Team
CH/LI
Christian Ersing, CEO
5+ years of experience in food purchasing,
extensive management experience
Marc Pallioppi, CEO
Marketing and management experience at
FIFA,
Oliver Holle
CEO, SpeedInvest
BoardMembers
Folker Gussek, ex-board
member Penny International
Paul Weinberger, Partner
i5invest, GCP Venture Partner
Werner Wutscher, ex-board
member REWE Group Austria
Michael Ströck, CEO KochAbo
Werner Zahnt,
Partner SpeedInvest
Michael Ströck, CEO KochAbo
Management
AT/SK
DE
Michael Merler, COO
Serial entrepreneur and 17 years of exp. in
int. food and logistics companies.
Felix Stäritz, CEO/CMO
Serial entrepreneur and management
consultant
Philipp Stangl, CEO AT
IT & Business graduate and ex-
management consultant
Michael Ströck, CEO/CTO
Management experience in sev. industries
10+ years software dev/web tech
Alexander Haiden, CMO
+10 years marketing/comms specialist
psychology and statistics background
HOLDING
Networks
Petra Dobrocka, Country Manager SK
Business Graduate
Monika Mikulova, Business Development SK
Business Graduate

13. CONFIDENTIAL
Competition and Defensibility / Positioning
Our established presence and brand equity through TV advertising and A-List
testimonials give us an edge in the two highest-margin food-markets in Europe
KochAbo Group’s positioning
KochAbo_Germany
_2012-04-
14.pptxKochAbo_G
ermany_2012-04-
14.pptx
Austria SlovakiaSwitzerland (+ LIE)
Competition’s positioning
Germany
Top 3 Player
Strong Position, funded
No Funding, weak
1sttiercities
2ndtiercities
Easykochen.at
Einkaufssackerl
Strong Position, funded Strong Position, fundedStrong Position, funded
Cookits
LaimaDinner
KochHaus
HelloFresh
KochZauber
Schlemmertüte
Impuls-Diät
EasyDiet
eDieta
HelloFresh
• First mover advantage
• Very strong press and biz-
dev network
• Highly efficient media-
buying power (TV) via
media partnership
• First mover advantage
• Very few, small players
in niche markets
• High synergies with
Vienna HQ
• First mover advantage
• Highly efficient media
buying power (TV) via
media equity partner-
ship
1sttiercities
2ndtiercities
1sttiercities
2ndtiercities
1sttiercities
2ndtiercities
No Funding, weak No Funding, weakNo Funding, weak
#1 #1#1
• More developed market
• Competition has first
mover advantage
• advertising in southern
Germany via media equity
partnership