Team Crab's squared pitch

1. Home Sweet Home
Connecting Global Citizens to a Taste of Home

2. Vision
With the ever increasing speed
of globalization and proliferation
of people living outside their
country of birth, physical
proximity to the things and
people they love is impossible.
We will bring customers
something familiar from home to
help deliver the emotional
proximity they crave.

3. Executive Summary
Home Sweet Home
A web based social and affiliate network
● Connecting people to their fellow countrymen
● Giving them access to the products they love from home
● Making it affordable
● Pilot testing with key English speaking migrants
● Aggregator for niche sites & well known brands from
target nations
● A compelling and targeted advertising platform
● Scaleable

4. Market Opportunity
TOTAL MIGRANT MARKET
Globally there are over 214m people living outside their country of birth.*
YEAR 1 - UK Pilot - Test Audience circa 1m
Australians
UK - 400k
London - 200k
New Zealanders
UK - 72,000
London - 52,000
South Africans
UK - 216,000
London - 164,000
US
UK - 262,000
London - 215,000
*Source Migration Observatory 2013

5. Competitive Environment
Five forces Score
Rivalry among present
competitors
Rivalry is very low:
very favourable
Threat of new entrants Threat of new entrants is high:
Moderately unfavourable
Bargaining power of
suppliers
Supplier power is low to
moderate:
Moderately favourable
Bargaining power of
Buyers
Buyer power is low:
Very favourable
Threat of substitutes Threat of substitutes is high:
Moderately unfavourable

6. Competitive Environment
Overview
Home Sweet Home is a
platform that will bring together
expatriates, looking for
products and services from
their countries, and suppliers,
fulfilling those needs.
Overview
Amazon is an
international electronic
commerce. It is one of
the world’s largest online
retail.
Overview
Shop Wiki is an internet
shopping search engine helping
users find stores that are selling
the products or services they
want.
Additional Value:
Home Sweet Home (HSH) we
will be specializing in bringing
expatriates the products and
services that will bridge the
emotional gap they experience
and create a real community
where exchange and sharing
will be the driving values.
Additional Value:
Amazon is targeting
everyone and anyone
who has access to the
internet and is making
purchases online.
Amazon has a
diversified range of
products which include
international food.
Additional Value:
ShopWiki is finding and listing
online stores in one place so
that shoppers can easily
compare prices from thousands
of trusted sellers and discover
new retailers. Shoppers can
have access to international
food stores.
Competitive
Analysis

7. Competitive Environment
Suppliers

8. Our Customers
PILOT CONSUMER MARKET SEGMENT EXAMPLE: AUSTRALIA
People of of Australian origin and descent
● 400,000
Average Annual Salary of Australian born
worker is 51% higher than the UK Average:
● £39,650 - Australian
● £26,200 - UK
Average Hourly Wage is high:
● £23.74 for men
● £19.83 for women
Employment rates are high:
● 91% for men
● 77% for women

9. Our Customers
PILOT CONSUMER MARKET SEGMENT EXAMPLE: AUSTRALIA

10. Our Customers
PILOT CONSUMER MARKET SEGMENT EXAMPLE: AUSTRALIA
Typical consumer profile:
● Name: David
● Sex: Male
● Aged: 29
● Location: London
● Working visa
● Top careers: Accountant
● Average Salary: £45,000
● Duration in UK: 4 Years
● Hobbies: Sports
● Key items unavailable in the UK
○ Twisties
○ Musk Sticks
○ Tim Tams

11. Our Customers
ADDITIONAL PILOT CONSUMER MARKET SEGMENTS:
South Africa
● People of Origin and descent in UK: 216,000
● 84% employment rate*1
New Zealand
● People of Origin and descent in UK: 72,000
● 79% employment rate *2
USA
● People of Origin and descent in UK: 262,000
● High concentration in the financial sector within
London
*Source Migration Observatory 2013
*1 Runnymede Trust - Understanding Diversity
*2 CIPD “State of Migration 2013”

12. Marketing & Sales Strategy
1. Acquiring engaged users
2. Attracting commercial partners
3. Turning users into revenue

13. Marketing & Sales Strategy

14. Marketing & Sales Strategy
SOCIAL PLATFORMS
Promoted Tweets
Engaged Audience tweeting during sports events
Keyword Targeting

15. Revenue Model

16. Year 1 Break-even

17. Future Financials
Y1 Y2 Y3 Y4
Revenue £788,750 £1,577,500 £3,155,000 £6,310,000
Costs £274,300 £329,160 £394,992 £473,990
Profit £514,450 £1,248,340 £2,760,008 £5,836,010
Customers 47500 95000 190000 380000

18. Why Is This A Good Investment?
With the increasing speed of Globalisation comes the proliferation of migrant workers. This poses an
exciting, untapped and growing marketplace for ‘Home Sweet Home’ globally.
Its a unique idea. Where Amazon & Shopwiki have started offering some products from other
countries, it is not their key business focus. We have a scalable and differentiated offer - aggregating
smaller niche sites and engaging large brands looking to break into new markets.
Its the kind of ‘find’ that you’d instantly tell your ‘ex-pat’ friends about. It has great talkability, social
currency and feel good factor as it brings diaspora the things the love from home - #tasteofhome
#homecomforts
Not only are revenue projections (which are conservative) promising for the pilot but as we expand
into new markets, new countries and new customers - the data we collect for each market, which
comprise of very specific audiences, is also very valuable.
With an initial set-up cost of £274,300 for year 1 and profit (ebitda) estimated at £514,450 and solid
business case to grow profit 10 fold to circa £5.8m by year 4 - we’re confident of the success of Home
Sweet Home.

19. Appendices

20. Revenue Model

21. Home Sweet Home Profit & Loss Y1