The Delicate Balance of Growth & Op Scale in Foodtech | Dave Malcolm, Marley Spoon | GC Sydney 2016

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Presentation by: Dave Malcolm, Co-founder & Managing Director, Marley Spoon Companies have adopted the digital fundamentals, but what’s next? How do we unlock the latest and greatest when it comes to digital technologies, programmatic ad platforms and taking marketing to the next level? Game Changers is a half-day event dedicated to innovations across data, digital and programmatic marketing, brought to you by Benchmarketing. Visit www.benchmarketing.com.au for more info.

Marketing

Dave Malcolm,
Co-founder & Managing
Director @ Marley Spoon
The delicate balance of growth
and operational scale in
Foodtech

GAME CHANGERS
19/05/16
Commercially in confidence

Bringing delightful,
market-fresh and easy cooking
to your home …
while disrupting the food industry.

Almost everybody wants to eat
better, but:
• People are too busy
• Supermarkets are a hassle
• People do not know what to cook
Groceries the largest vertical in
retail, but:
• Not transparent
• 4m+ tonnes of food wasted yearly
• Slow = not fresh
Groceries, is a $80Billion market in Australia - by far
the largest vertical in retail spending

• Recipe engine
• Procurement engine
• Mass customisation &
real-time logistics platform
You select We deliver You cook
321

Data insights to create meaningful emotional connections

The perfect recipe
W hatw esend
W hatyou'llrequire
Utensils
W hilemostofourveggies comepre-
washed,it's always goodtogive
producean extrarinse.
A llergens
Milk.Maycontain traces ofother
allergens.
Nutritionperserving
Energy780kcal,Fat36.8g,Proteins
51.3g,Carbs 56.1g
Preheatovento200C.Placethechicken
breastfillets betw een2sheets ofbaking
paperandpoundw itharollingpinor
malletuntil5mm thick.Cutthemozzarella
into6 slices.Pickthesageleaves.Peelthe
sw eetpotatoandcutinto5mm thickfries
usingamandolineorsharpknife.
Inabow l,toss thesw eetpotatow ith1½
tbs oliveoilandapinchofsaltand
pepper.Arrangeinasinglelayer,on2
largeoventrays linedw ithbakingpaper.
Bakeintheovenfor20-25 mins,turning
halfw ay,untilgoldenandcookedthrough.
Meanw hile,topeachchicken filletw ith2
slices ofmozzarella,3sageleaves and½
tspcapers.Seasonw ithpepperthenfold
toenclose.Topw ithanextrasageleafthen
w rapbacon aroundeachstack.
Melt30gbutterw ith1tbs ofoliveoilina
largefrypanovermedium-highheat.Cook
thestacks for3-4mins eachsideuntil
cookedandgolden.Transfertoanother
oventrayandbakeintheovenfor5 mins
tofinishcooking.Removeandsetasideto
restfor2mins.
H eat2tspoilinthesame,cleanedfrypan
overhighheat.W hentheoilstarts to
shimmer,addthebabyspinachandcook
for1minoruntilw ilted.Lightlyseasonw ith
saltandpepper.
Removethesw eetpotatomatchsticks
from theoven,toss w iththepaprikaand
extrasaltandpepperandpileonto4
servingplates w iththechicken stacks and
anypanjuices.Serveimmediatelyw iththe
babyspinach.
3x150gchickenbreastfillets•
110gbuffalomozzarella•
6gsageleaves•
800gsw eetpotato•
8gcapers•
200gstreakybacon•
200gbabyspinach•
1tspsw eetpaprika•
60ml(¼ cup)oliveoil•
saltandpepper•
30gbutter•
mandoline(optional)•
bakingpaper•
rollingpinormeatmallet•
3oventrays•
largefrypan•
1.Prepareingredients 2.Cooksw eetpotato 3.Assemblechickenstacks
4.Cookstacks 5.Cookbabyspinach 6.G etreadytoserve
CustomerService:02 96998045 Mon -Frifrom 9am -5pm
View therecipeonlinebyvisitingyouraccountatmarleyspoon.com.au #w elovecooking

Portion Size
Seasonality
Food Trends
Nutritional Value
Cooking Time
Taste
SKU count
Cost
Availability
Cooking Steps

The Delicate Balance of Growth & Op Scale in Foodtech | Dave Malcolm, Marley Spoon | GC Sydney 2016

Switzerland has a unique structure in in its dairy industry due to state supports. The Swiss government has placed emphasis on self sufficiency in milk products while avoiding rural depopulation by keeping farms on the land. A significant feature encountered was the size of dairy herds. Over 80pc of dairy herds range from ten to fifty cows in size. There are no milk quotas. Dairy herd size has increased over the past ten years. Family run farms are the norm, with an increase in technology to accommodate the management of cow numbers. There is a spin-off to the tourist industry as the tourists are drawn to a vibrant active community in the mountainous areas during the summer months. Can Ireland learn from the Swiss government intervention before my farming friends on the Dingle peninsula disappear?

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2. Dave Malcolm, Co-founder & Managing Director @ Marley Spoon The delicate balance of growth and operational scale in Foodtech

3. GAME CHANGERS 19/05/16 Commercially in confidence

5. Bringing delightful, market-fresh and easy cooking to your home … while disrupting the food industry.

6. Almost everybody wants to eat better, but: • People are too busy • Supermarkets are a hassle • People do not know what to cook Groceries the largest vertical in retail, but: • Not transparent • 4m+ tonnes of food wasted yearly • Slow = not fresh Groceries, is a $80Billion market in Australia - by far the largest vertical in retail spending

7. • Recipe engine • Procurement engine • Mass customisation & real-time logistics platform You select We deliver You cook 321

8. Data insights to create meaningful emotional connections

10. The perfect recipe W hatw esend W hatyou'llrequire Utensils W hilemostofourveggies comepre- washed,it's always goodtogive producean extrarinse. A llergens Milk.Maycontain traces ofother allergens. Nutritionperserving Energy780kcal,Fat36.8g,Proteins 51.3g,Carbs 56.1g Preheatovento200C.Placethechicken breastfillets betw een2sheets ofbaking paperandpoundw itharollingpinor malletuntil5mm thick.Cutthemozzarella into6 slices.Pickthesageleaves.Peelthe sw eetpotatoandcutinto5mm thickfries usingamandolineorsharpknife. Inabow l,toss thesw eetpotatow ith1½ tbs oliveoilandapinchofsaltand pepper.Arrangeinasinglelayer,on2 largeoventrays linedw ithbakingpaper. Bakeintheovenfor20-25 mins,turning halfw ay,untilgoldenandcookedthrough. Meanw hile,topeachchicken filletw ith2 slices ofmozzarella,3sageleaves and½ tspcapers.Seasonw ithpepperthenfold toenclose.Topw ithanextrasageleafthen w rapbacon aroundeachstack. Melt30gbutterw ith1tbs ofoliveoilina largefrypanovermedium-highheat.Cook thestacks for3-4mins eachsideuntil cookedandgolden.Transfertoanother oventrayandbakeintheovenfor5 mins tofinishcooking.Removeandsetasideto restfor2mins. H eat2tspoilinthesame,cleanedfrypan overhighheat.W hentheoilstarts to shimmer,addthebabyspinachandcook for1minoruntilw ilted.Lightlyseasonw ith saltandpepper. Removethesw eetpotatomatchsticks from theoven,toss w iththepaprikaand extrasaltandpepperandpileonto4 servingplates w iththechicken stacks and anypanjuices.Serveimmediatelyw iththe babyspinach. 3x150gchickenbreastfillets• 110gbuffalomozzarella• 6gsageleaves• 800gsw eetpotato• 8gcapers• 200gstreakybacon• 200gbabyspinach• 1tspsw eetpaprika• 60ml(¼ cup)oliveoil• saltandpepper• 30gbutter• mandoline(optional)• bakingpaper• rollingpinormeatmallet• 3oventrays• largefrypan• 1.Prepareingredients 2.Cooksw eetpotato 3.Assemblechickenstacks 4.Cookstacks 5.Cookbabyspinach 6.G etreadytoserve CustomerService:02 96998045 Mon -Frifrom 9am -5pm View therecipeonlinebyvisitingyouraccountatmarleyspoon.com.au #w elovecooking

11. Portion Size Seasonality Food Trends Nutritional Value Cooking Time Taste SKU count Cost Availability Cooking Steps

12.

13. Unboxing

14. Controlled growth

15. Acquisition

16. Customer delight

17.

18. Thank you

The Delicate Balance of Growth & Op Scale in Foodtech | Dave Malcolm, Marley Spoon | GC Sydney 2016

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The Delicate Balance of Growth & Op Scale in Foodtech | Dave Malcolm, Marley Spoon | GC Sydney 2016