CROWDFUNDING PITCH DECK - · PDF fileCROWDFUNDING PITCH DECK 2017 BACK A WINNER Investments...

CROWDFUNDING PITCH DECK2017

BACK A WINNERwww.ascotbrewing.co.uk

Investmentsofthisnaturecarryriskstoyourcapital.Pleaseinvestaware.

EXECUTIVE SUMMARY

Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved

• Ascot Brewing Company, a successful brewery which has been trading for 10 years, is now under new ownership and we are looking to expand

• We produce award-winning cask ales and have established a loyal consumer base• We have built a quality customer base including local free houses, national chains

and supermarkets, however we need more capacity and dedicated sales staff to grow our business

• We have innovative “Smart Pump Clip” contactless technology allowing consumers to find out more information about our beers with just the tap of a smartphone on the pump clip, helping us to increase consumer engagement

• New owners are looking to develop and grow the business through product development, production expansion, re-branding and sales execution

• We are raising £200K early stage investment for 25.5% of the equity to grow annual sales from £100K to £1.3M over 3 years

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10 YEARS OF QUALITY ALE BREWING• Ascot Brewing Company was founded as Ascot Ales in 2007 by a passionate beer drinker with a love of English and

Global ales• The brewery has been steadily developed over the past 10 years with a focus on full flavoured ales delivered in cask

to the local area• With only so many hours in the day to manage, brew, sell and deliver, Ascot Ales managed to generate sales of

£100K per year through word of mouth and relationships with local pubs• The 4 barrel* brewery, with a capacity of 650L per day, produces a core range of beer as well as seasonal specials,

one-offs and personalised brews• Ascot Brewing Company is committed to brewing quality beers which will continue the legacy of Ascot Ales and it’s

multi-award winning beers


* 1 BBL= British Brewers Barrel = 36 Gallons = 288 pints =163.6 Litres

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~ ·e I How you can help I Why get involved

REVIVING THE BRAND AFTER 10 YEARS• We have recently renamed Ascot Ales to Ascot Brewing Company to reflect our vision for the business; to serve

more than just the cask ale market• Our recent re-branding which spans our pump clips, labels and website brings the brand up to date after 10 years.

Initial trials have seen a 80% increase of sales on newly-branded bottled beers, therefore we are confident the re-branding will help us to stand out at the pumps

• We have an excellent range of cask ales but we want to expand into kegs and lagers, increase our bottled sales and add cans as a packaged offering to our retail customers


GOLD CUP ACCUMULATOR ,,. DARK HORSE STARTING GATE FINAL FURLONG

emarrvt ANASTASIA'S THOROUGHBRED

IPA

ESTABLISHED BUSINESS WITH UNLOCKED POTENTIAL• For a small brewery, we have an excellent customer base that is currently under-developed due to lack of capacity

and lack of account management• We have a good base of local free trade but dedicated sales staff could significantly expand the number of accounts

and importantly, the concentration of sales in existing accounts• We have listings with major retail chains that hold great potential but we are currently unable to reach this due to

limitations on our ability to supply any volume of bottled (or in future) canned products• We believe we have a brand which can translate to many international markets, opening up export opportunities


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THE ROUTE TO £1.3M +


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FY2017 FY2018 FY2019 FY2020

£000's

Sales• We are proud of where we are today but also ambitious; we want to rapidly expand our production and sales capacity

• Our innovative “Smart Pump Clip” technology will bring us closer to the beer drinking consumer

• Our closer relationship with the end consumer will drive future product development

• We will expand our product offering from (currently) cask real ale only, to keg and lager

• Our sales today are predominantly cask, adding bottles and cans will create retail opportunities with existing customers

• Our current market served is within 50 miles of the brewery, we will expand nationally and in overseas markets

.... • ··············

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AN AMBITIOUS PLAN TO GET THERE

• Expand current 4 barrel capacity to increase production capacity• New product formats to reach more consumers

• Cask beers account for 30% of beer market, expanding our production into keg and lagers opens up more sales outlets and appeals to a different consumer

• New bottled and canned products opens up the retail market

• New product development to treat our loyal fans and reach new consumers• With an established range of ales, we are yet to expand into other beer styles such

as lager, pilsner which would help us to reach a different drinker• We will continue to develop our seasonal/one-off range to create excitement and

engagement with our consumer base

• Introduce innovative contactless “Smart Pump Clip” technology to engage with our consumers

• Recruit dedicated full time sales team members to further develop our free trade, expand into new sales outlets and capitalise on our under-utilised retail listings

• Utilise the Ascot Brewing Company brand to develop export opportunities


ASCOT BREWING COMPANY IS LOOKING FOR £200K


• Phase 1 of our plan in our first funding is to raise £200K for 25.5% of the equity, here’s what it allows us to do:

• Recruit full time dedicated sales staff (currently all sales are carried out by the brewing team)• Expand our capacity (within our existing premises) by 50% to 6BBL* (980 Litres per day), at full capacity this

can take us to run-rate sales of £350K per annum• Roll out our NFC pump clips to inform our consumers about our beers right at the bar!• In this period our focus is brewing better beers, consumer engagement, growing sales, building the brand,

profits will come later

• Phase 2 of our plan targeted for the 2nd half of 2018 is to raise further funding to allow us to:

• Move or expand our existing premises• Increase capacity to 12BBL* (1,960 Litres per day), then 24 BBL* (3,920 Litres pre day)• Further increase our sales capacity• Drive the business to be EBITDA positive from Jan 19 onwards

* 1 BBL= British Brewers Barrel = 36 Gallons = 288 pints =163.6 Litres

THE OPPORTUNITY


• There have been a number of craft breweries who have grown significantly following crowdfunding, with your support, we believe we can achieve the same

• Our focus is to grow a cash flow and EBITDA positive business within a three year period, which will provide investors a good return via a share sale, share buy backs or dividends

• The board is committed and focused on building a great business that creates long term shareholder value

• Along with the main benefit of becoming a shareholder in a growing business, we want to offer some extra rewards to thank those people who believe in us

• The opportunity is to invest at a very early stage of our business development. We look forward to you joining us

Invest Rewards

£10 10% discount on purchases from our Brewery Shop in December 17

£20

a) 10 x 500ml bottled beers collected from the Brewery and 10% Brewery Shop discount in December; ORb) 6 x 500ml bottled beers delivered to UK Mainland addresses

£100 Free Brewery Tour including tasting and 10 x 500ml bottled beers

£250 The £100 package plus 15% discount for one year on any purchases from the Brewery Shop

£1,000

Receive the first access on all of our limited edition and special edition beers. Investing is a great way to ensure you do not miss out on these coveted small batch brews. £250 package included

£2,500

As a founder VIP investor join us each year at the Ascot Brewing Company's day at the races, includes entry ticket to Ascot Racecourse, lunch, and of course our beers. £1,000 package included

£10,000

Work with our Head Brewer to brew your own personal beer. We will brew and store it for you (a single brew as long as it will reasonably last), and if successful maybe we add it to our range! £2,500 package included

FINANCIALS - Year ending 30th JuneProfit&Loss£'s FY2017 FY2018 FY2019 FY2020

TotalSales: 102,124 233,627 572,736 1,341,207

TotalDirectCosts 64,074 122,678 285,202 736,865

GrossProfit% 37% 47% 50% 45%

TotalSales&Marketing 1,922 10,800 20,800 31,800TotalGeneral&Administrative 43,193 63,207 136,286 166,311TotalPersonnel 13,611 81,398 124,105 229,930

EarningsbeforeInterest,Tax,Dep'n&Amort'n(EBITDA): (20,676) (44,456) 6,343 176,301EBITDA% NM NM 1% 13%TotalDepreciation&Amortisation 5,436 6,775 22,686 35,928ExceptionalItems (23,788) 17,255 17,500

Netinterest(Received)/Paid 0 0 0 0

NetProfit(Pre-tax) (2,324) (68,486) (33,843) 140,373

THANK YOU FOR READINGFor further information, please contact

[email protected]

BACK A WINNERwww.ascotbrewing.co.uk

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