StartupCamp Bratislava #30 - Vardoma by Petra Dobrocká
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Transcript of StartupCamp Bratislava #30 - Vardoma by Petra Dobrocká
The Proposition
Vardoma delivers easy, delicious and healthy recipes & all the ingredients you need to cook them - once a week directly to your doorstep.
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• Original Idea: Sweden
• Austria: KochAbo- founded in March 2012
• Expansion to Germany, Switzerland and Slovakia
The Idea and Background
• Start of operations: April 2013
• Deliveries to Bratislava & surroundings
• Operations based in Austria
• High- quality groceries from Austrian producers
Set-Up in Slovakia: vardoma.sk
Vienna
Bratislava
Focus on Bratislava region
Set-Up in Slovakia: vardoma.sk
Petra Dobrocká Country Manager Slovakia [email protected] www.vardoma.sk
CONFIDENTIAL
Easy-to-use website and on-line orders
CONFIDENTIAL
The Market
Online grocery retail is the last frontier in e-commerce. Our model will get there first in countries where eFood is now emerging.
Cheaper customer
acquisition & higher LTVs Reduced Complexity
These factors enable us to efficiently and quickly capture a small slice of a gigantic pie:
Food Retail Industry (2010)
Austria Germany
€ 27.9bn
Slovakia Switzerland
€ 202bn € 7.6bn € 22.7bn
Online Share of Food Retail
AT, 2010 DE, 2010 SK, 2010 CH, 2010 UK, 2010 2015 0.0%
1.0%
2.0%
3.0%
4.0%
0.1% 0.1%
2.5%
0.5%
3.2%
~0.05%
4,000% growth projected
Market size
Higher quality of service
Easier Logistics
CONFIDENTIAL
Role Models show disruptive business model
Several international models have delivered the proof-of-concept for both food e-commerce and recipe subscription services
17. Mai 2013 CONFIDENTIAL
• 6,000 users / week
• Sweden #2
• Founded 2007
• Franchise
•Online grocer
•New York metro
• 250m in sales, 2010
• Founded 2002
• Subscription-based model -> predictable revenue & higher customer lifetime value
• Zero return rate due to fresh products
• Small subscription base (few thousands) already produce positive cash-flows
• Even small markets like Sweden sustain multiple multi-million companies
• 22,000 users / week
• Sweden #1
• Founded 2008
• Franchise
Sweden US
The Team
CH/LI Christian Ersing, CEO
5+ years of experience in food purchasing, extensive management experience
Marc Pallioppi, CEO Marketing and management experience at FIFA,
Oliver Holle CEO, SpeedInvest
Bo
ard M
em
be
rs
Folker Gussek, ex-board member Penny International
Paul Weinberger, Partner i5invest, GCP Venture Partner
Werner Wutscher, ex-board member REWE Group Austria
Michael Ströck, CEO KochAbo
Werner Zahnt, Partner SpeedInvest
Michael Ströck, CEO KochAbo
Man
age
me
nt AT/SK
DE Michael Merler, COO Serial entrepreneur and 17 years of exp. in int. food and logistics companies.
Felix Stäritz, CEO/CMO Serial entrepreneur and management consultant
Philipp Stangl, CEO AT IT & Business graduate and ex-management consultant
Michael Ströck, CEO/CTO Management experience in sev. industries 10+ years software dev/web tech
Alexander Haiden, CMO +10 years marketing/comms specialist psychology and statistics background
HOLDING
Netw
orks
Petra Dobrocka, Country Manager SK Business Graduate Monika Mikulova, Business Development SK Business Graduate
CONFIDENTIAL
Competition and Defensibility / Positioning
Our established presence and brand equity through TV advertising and A-List testimonials give us an edge in the two highest-margin food-markets in Europe
KochAbo Group’s positioning
KochAbo_Germany_2012-04-14.pptxKochAbo_Germany_2012-04-14.pptx
Austria Slovakia Switzerland (+ LIE)
Competition’s positioning
Germany
Top 3 Player
Strong Position, funded
No Funding, weak
1st tier cities 2
nd t
ier
citi
es
Easykochen.at Einkaufssackerl
Strong Position, funded Strong Position, funded Strong Position, funded
Cookits
LaimaDinner
KochHaus
HelloFresh
KochZauber
Schlemmertüte
Impuls-Diät
EasyDiet eDieta
HelloFresh
• First mover advantage • Very strong press and biz-
dev network • Highly efficient media-
buying power (TV) via media partnership
• First mover advantage • Very few, small players
in niche markets • High synergies with
Vienna HQ
• First mover advantage • Highly efficient media
buying power (TV) via media equity partner-ship
1st tier cities 2
nd t
ier
citi
es 1
st tier cities 2n
d t
ier
citi
es 1
st tier cities 2n
d t
ier
citi
es
No Funding, weak No Funding, weak No Funding, weak
#1 #1 #1
• More developed market • Competition has first
mover advantage • advertising in southern
Germany via media equity partnership