Sian's plan pitch deck - sept 13 -optimised

siansplan.com@siansplan

Meal plan in colour

Healthy eating made convenient

siansplan.com@siansplan@siansplan

Overview


Sian’s Plan allows busy families to organise their weekly meals in minutes from meal to online grocery shopping

Seed round of £170k in December 2012

Soft launched August 2013

Next significant milestone: mobile app October 2013

Raising £300k primarily to bring to market


Introduction to the platform (video)

http://sians.pl/siansplanintro

http://siansplan.wistia.com/medias/o6byitfrjf







A little bit about Sian

Professional home economist

Donegal Cookery School owner

1 of 5 Ambassador chefs for EPA*(with Donal Skeehan)

Blogger for

Featured:

*Environmental Protection Agency Ireland

http://www.huffingtonpost.co.uk/sian-breslin/










































































































































































Business model

Subscriptions

• 30 day free trial

• £5/m to £90/yr

• Aim for 10% conversion

• 5.56% churn rate

• Life time value = £186.52

• Allows £3.73 per free trial sign up

• Further in app purchasesAffiliate & Partnership agreements in place:

Primary

Secondary

Online grocery commission

• £5 to £8 per new user

• 0.25p to £1 per basket sale

• £2000 of grocery shopping through Tesco in 2 months


Target market - ABC1 professional / busy mumsCharacteristics:

• Age 25-50,

• 1 or more children

• Technology savvy and use internet daily

• Spend £50-£150 on weekly shop

Needs:

• To provide family with healthy and balanced meals

• To keep food costs down and reduce food wastage

• To be more organised and save time

*Based on research with c. 1200 mums

Sian’s Plan offers a convenient way for busy mums to keep their family healthy


Actual use cases

Rose, Mum of 2 Young Boys from London

• Found Sian’s Plan through our partner MyFamilyClub• Subscribed on her 2nd visit

• Logged on every day in June

Brian, Director of Digital Strategy from Dublin

£90/year

£4.99/m

‘I am enjoying cooking more, it seems less of a chore as I feel more on top of my game’

• Sign up to Sian’s Plan newsletter through The Irish Times in May• Subscribed one month later

• Uses Sian’s Plan 5 - 6 times a week

‘I think it's a great idea! Myself and my girlfriend use it constantly, we love the shopping cart integration’

Young mum

Young professional

0"

500"

1000"

1500"

2000"

2500"

18/10/2012" 07/12/2012" 26/01/2013" 17/03/2013" 06/05/2013" 25/06/2013" 14/08/2013" 03/10/2013"

Cumula&ve)growth)0)Dec)12)0)Aug)13)


Traction in numbers

Credit cardrequired test

Sign ups to free trial

Soft launch

Beta testing phase


Milestones - First 9 months post investment


Reaching 2.5k paying members in 12 months

Free trial sign ups Paying members

Based on a conversion rate to premium of 2% rising to 10% in 12 months

!"!!!!

!10!!

!20!!

!30!!

!40!!

!50!!

!60!!

!70!!

!80!!

Jan"14! Feb"14! Mar"14! Apr"14! May"14! Jun"14! Jul"14! Aug"14! Sep"14! Oct"14! Nov"14! Dec"14!

Free$sign)ups$

Thou

sand

s$

Year$1$

Free$sign$ups$by$source$

From!Facebook!Ads! From!Google!Ads! From!Blog! From!NewsleIer! Organic!&!Partnerships!

0"

1"

2"

3"

Jan)14" Feb)14" Mar)14" Apr)14" May)14" Jun)14" Jul)14" Aug)14" Sep)14" Oct)14" Nov)14" Dec)14"

Free$sign)ups$

Thou

sand

s$

Year$1$

Premium$members$

Paying"members"

2% conversion

4%

10%

Sian’s Plan Lifestyle Solution Book


Gaining market share


Competitive landscape

+

=Accurate health statistics without

manual recording

Potential for partnerships

+

=Seamless online

grocery shopping in US

Food, health and wellbeing markets


Marketing - key needs & objectives

Build awareness & drive traffic

Develop community & generate leads

Increase engagement within the app

1 2 3

Blog, Facebook & in app Build Sian’s brand & promote Sian’s Plan

Newsletters & in app

Key hire: Lead DeveloperKey hire: Community manager with photo & video skills

Sian/Fiona/VincentExternal PR [Albion London] External mobile developers

Objective - 2.5k paying members in 12 months


Establish Sian as a credible & key commentator nationally

1

Public speaker & video content

Sian’s Plan lifestyle solution book

Regular commentator

across all media

Agent & Publisher

Structure in place

Goal

To do

Promote Sian’s Plan when doing so

In place

Blog, guest posts & features

Feature writer national publications

+4 great places to

work

LocalRadio

NationalRadio


Promote content, Sian’s Plan & Facebook profile

Join community, become active, encourage virility

Goal

To do

In place

Rich & relevant content, Siansplan.com

Capture details - email, likes, sign ups

Generate leads & develop communityJourney from lead to community member

30 day free trial

Newsletter

Forwarding to friends

Active & engaged

community & up-selling

Continually optimise conversion rates

eBooks

Video & audio

Blogger network

Optimise

Organic leads from sharing feed into step 3

NationalRadioSian’s

Book

2


Generate leads & develop community2Stats on lead generation

Blog

3% of traffic sign up for newsletter(1-3% is very positive)

Siansplan.com

20% of traffic sign up for 30 day free trial

(10% is positive for a trial service)

Advertising

£1.10 per conversion

£0.70 - £1.94 per conversion

£0.05 per click (blog)


Current social engagement2

I have recommended Sian’s Plan to a lot of

other mums! Rose, London

Comments on Sian’s articles

I did use the back to school eBook last week and found it great!!! that is why I am giving

Sian’s Plan a go!

Sheila, Ireland

2.5k eBook impressions from Facebook & Twitter

shares


Evident value Referring, upgrading & upselling

To do

In place

Converts to paying subscriber

PromotionsIncentives

Gifts

Increase engagement within the app3From lead or free trial to revenue generating and referring

Newsletter, forum & in app comms strategy

Onboarding communications

Weekly Newsletter

User sees clear value

Continually identify needs & get feedback

10% Conversion

Action basedcommunications

Engagementcommunications

Converting to paying, high LTV

& referring

Goal

Activity based feedback drives communications & user experience

Upgrading Upselling

Referring to friends

PromotionsIncentives

Product development


Financials and future


Investment to be used for

Marketing Product Development

70% 30%

Including:Community Manager Hire (£18k)

Social Media Advertising (£54k)Marketing Agency (£20k)

Including:Lead Developer Hire (£55k)

Nutritional Consultant (£6k)

Aim: 2,500 Paying Members Aim: Increase value of recipes & engagement

Total required = £300k


Financial projections

Source Dec 2014 Dec 2015 Dec 2016 Dec 2017 Dec 2018

Paying members 2,742 36,727 111,815 331,078 985,696

Sales £160k £1.929m £7.103m £20.975m £62.331m

Gross profit £136k £1.762m £6.533m £19.325m £57.460m

Net profit (£337k) £31k £3.133m £11.222m £35.720m

Retained profit (£396k) (£364k) £2.768m £13.990m £49.711m

Staff head count 9 28 30 31 31

Current debt = £19k AIB bank loan


Funding and shares

Shareholder Total % Cash invested

Founders (Sian & Vincent Breslin) 70% £70k

E-Synergy NISP fund 15% £100k

Angel investors (4) 10% £65.5k

Friends and family 4% £10k

Developer & other team members 1% -

Invest NI Grant Aid - £70k

Funding required = £300k primarily to bring to marketFurther round = £1.5m to launch in the US


The team

Marketing &Brand Strategy

FinancialsFTI Consulting

Vincent Breslin

CEO & Coder

CTOex Nokia

COO & Editorialex Deloitte

Metrics & Customer Dev

Brand & Content

Keith Jackson

Fiona Swan

Micheal Breslin

Glyn Britton

Chris Coley

Sian Breslin

Advising

AdvisorsWelcome

You

“one of London’s hottest culinary entrepreneurs”

‘excellent domain knowledge’


Milestones - Longer term


Exit Strategy

Supermarket Celebrity ChefRecipe Site /Publisher

Conde Nast acqiured Ziplist for $14m

Large foodproducer

Already in talks Jamie Oliver

Previously had discussions with Unilever

Huge online grocery shopping opportunity

Large diet-focusedInternational

Expand from personal diet to family market

Who will buy Sian’s Plan?


Meal plan in colour

[email protected]

Sian’s Plan is not just an app.

Sian’s Plan is a lifestyle solution that becomes part of daily life both online and off.

mailto:[email protected]

mailto:[email protected]

Sian's plan pitch deck - sept 13 -optimised

Technology

Transcript of Sian's plan pitch deck - sept 13 -optimised