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Für mein Baby und mich

windeln.de GmbH - Company Presentation Munich, November 2013
1
Within three years,
we created Germany‘s online market leader

windeln.de is the one-stop shop
for baby and toddler products:

• we create loyal and long-lasting customer

relationships by selling drugstore products
(high-frequency-low-margin, e.g. diapers)

• we harvest these customer relationships

by cross high margin products (e.g. strollers)

• we use innovative business intelligence systems
to predict these buying pattern

2
company is growing very strongly
gross revenues in €m - quarterly
20 m€

15 m€

10 m€

5 m€
2010 Q4
2011 Q1
2011 Q22011 Q3
2011 Q4 2012 Q1

2012 Q2 2012 Q3
2012 Q4 2013 Q1

0 m€
2013 Q2

2013 Q3

3
growth is driven by efficient marketing and great market awareness has been achieved
revenues & marketing cost

• 70% of orders from direct traffic
(incl. brand search)

• 65% of orders from repeat buyers

(high customer satisfaction: NPS score of 70+)

• N°1 position unaided brand awareness diapers,
TV campaign

ahead of amazon.de
(„where would you buy diapers online?“)

• N°2 position unaided brand awareness baby

products, up from N°10 two years ago
(„where would you buy baby products online?“)
4
windeln.de has reached break-even now
(business unit, not total company)

2010

today

2015

Average Basket

47 €

75 €

90 €

Gross Margin

11 %

25 %

28 %

Contribution Margin

-6 %

15 %

19 %

<5% returns and >70% repeat purchases
5
Highly sophisticated customer lifecycle management
drives CustomerLifeTimeValue
sales of one product category

which product
is selling
based on this
age distribution?
-9..-5

-2

1

4

7

10

13

16

26

age of baby (in months)

individualized rule-based e-mails
6
CustomerLifeTimeValue is increasing to 55 € - and rising
CustomerAcquisitionCost stable at 18 €
customer live time revenues
per customer cohort

•

current cohorts (eg 2012-10) at CLTV of 55+ €

•

future cohorts expected at CLTV of 100+ €

•

150 €

oldest cohort (2010-10) at CLTV of 25+ €

•

200 €

cohorts develop very positive
- basket sizes increase
- frequency increases
- age extension through windelbar

•

Customer Acquisition cost stable at 18 €

100 €
customer cohorts
2013-04
2012-10
2012-04
2011-10
2011-04
2010-10

50 €

0 €
0

5

10

15

20

25

age of customer cohort
in months (since first purchase)

30

35

7
Attractive opportunities
fuel windeln.de growth momentum

Expand core business in Germany
(diapers, baby food, skin care)

Grow our flash sale business windelbar

Expanding the business geographically

Increasing share of wallet

own technology
- fast
- multi-shop
- multi-country
- scalable
powerful intelligence
- datawarehouse
- CRM
- segmentation

efficient processes
- ERP
- integration
- end-to-end
8
windeln.de is on a great growth and profitability track
300 m€

revenues

200 m€

100 m€
0 m€
2010

2011

2012

2013

2014

gross margin

2015

2016

30 %
20 %
10 %
0 %

Build a 500 €m company

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windeln.de - NOAH13 London

  • 1. Für mein Baby und mich windeln.de GmbH - Company Presentation Munich, November 2013 1
  • 2. Within three years, we created Germany‘s online market leader windeln.de is the one-stop shop for baby and toddler products: • we create loyal and long-lasting customer relationships by selling drugstore products (high-frequency-low-margin, e.g. diapers) • we harvest these customer relationships by cross high margin products (e.g. strollers) • we use innovative business intelligence systems to predict these buying pattern 2
  • 3. company is growing very strongly gross revenues in €m - quarterly 20 m€ 15 m€ 10 m€ 5 m€ 2010 Q4 2011 Q1 2011 Q22011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 0 m€ 2013 Q2 2013 Q3 3
  • 4. growth is driven by efficient marketing and great market awareness has been achieved revenues & marketing cost • 70% of orders from direct traffic (incl. brand search) • 65% of orders from repeat buyers (high customer satisfaction: NPS score of 70+) • N°1 position unaided brand awareness diapers, TV campaign ahead of amazon.de („where would you buy diapers online?“) • N°2 position unaided brand awareness baby products, up from N°10 two years ago („where would you buy baby products online?“) 4
  • 5. windeln.de has reached break-even now (business unit, not total company) 2010 today 2015 Average Basket 47 € 75 € 90 € Gross Margin 11 % 25 % 28 % Contribution Margin -6 % 15 % 19 % <5% returns and >70% repeat purchases 5
  • 6. Highly sophisticated customer lifecycle management drives CustomerLifeTimeValue sales of one product category which product is selling based on this age distribution? -9..-5 -2 1 4 7 10 13 16 26 age of baby (in months) individualized rule-based e-mails 6
  • 7. CustomerLifeTimeValue is increasing to 55 € - and rising CustomerAcquisitionCost stable at 18 € customer live time revenues per customer cohort • current cohorts (eg 2012-10) at CLTV of 55+ € • future cohorts expected at CLTV of 100+ € • 150 € oldest cohort (2010-10) at CLTV of 25+ € • 200 € cohorts develop very positive - basket sizes increase - frequency increases - age extension through windelbar • Customer Acquisition cost stable at 18 € 100 € customer cohorts 2013-04 2012-10 2012-04 2011-10 2011-04 2010-10 50 € 0 € 0 5 10 15 20 25 age of customer cohort in months (since first purchase) 30 35 7
  • 8. Attractive opportunities fuel windeln.de growth momentum Expand core business in Germany (diapers, baby food, skin care) Grow our flash sale business windelbar Expanding the business geographically Increasing share of wallet own technology - fast - multi-shop - multi-country - scalable powerful intelligence - datawarehouse - CRM - segmentation efficient processes - ERP - integration - end-to-end 8
  • 9. windeln.de is on a great growth and profitability track 300 m€ revenues 200 m€ 100 m€ 0 m€ 2010 2011 2012 2013 2014 gross margin 2015 2016 30 % 20 % 10 % 0 % Build a 500 €m company