CheckFoodCheckFood

Startup pitchStartup pitch

Cristian Muraru Cristian Muraru http://ro.linkedin.com/in/cristianmuraru/http://ro.linkedin.com/in/cristianmuraru/

FounderFounder

““You should know what you eat”You should know what you eat”

CheckFood in 10 PointsCheckFood in 10 Points

1.1. MissionMission2.2. ProblemProblem3.3. SolutionSolution4.4. Market SizeMarket Size5.5. Business ModelBusiness Model

6.6. Know howKnow how7.7. CompetitorsCompetitors8.8. Marketing PlanMarketing Plan9.9. TeamTeam10.10. FinancingFinancing

1. Mission1. Mission CheckFood CheckFood is a community empowered food is a community empowered food

safety tool. safety tool. • We’reWe’re ” ”Google translate of food labels”Google translate of food labels”

Our mission: Our mission: • help people to easily read and understand data on food help people to easily read and understand data on food

labelslabels

Our commitment: Our commitment: • democratize food safety and liberate food consumption democratize food safety and liberate food consumption

decisiondecision

2. Problem solved by CheckFood: 2. Problem solved by CheckFood: what do we really eat?what do we really eat?

Is the product I want to buy/consume a Is the product I want to buy/consume a safe/healthy product?safe/healthy product?

Does it contains allergens I should avoid?Does it contains allergens I should avoid? Was irradiated or does contains GMO?Was irradiated or does contains GMO? Is it kosher, halal or vegie?Is it kosher, halal or vegie? How much sugar does it contains?How much sugar does it contains? How much of it should I eat?How much of it should I eat?

3. Solution: how CheckFood 3. Solution: how CheckFood works?works?

Scan label’s barcode with the phone Scan label’s barcode with the phone camera and get recommendations and camera and get recommendations and detailed info on food additives, allergens, detailed info on food additives, allergens, diet and nutrition factsdiet and nutrition facts

Browse/search the web application for Browse/search the web application for products, additives, reviews, etc.products, additives, reviews, etc.

ScreenshotsScreenshotsDemos:Demos:

https://play.google.com/store/apps/details?id=ro.smartsystems.checkfoodhttps://play.google.com/store/apps/details?id=ro.smartsystems.checkfood

www.controleuri.rowww.controleuri.rohttps://itunes.apple.com/us/app/checkfood/id727047099?l=ro&ls=1&mt=8https://itunes.apple.com/us/app/checkfood/id727047099?l=ro&ls=1&mt=8

Solution: how mobile app works?Solution: how mobile app works?

Solution: how controleuri.ro works?Solution: how controleuri.ro works?

4. Market size4. Market size RO 20.000.000 inhabitants:RO 20.000.000 inhabitants:

• ~1.000 Euro/yr (in average per capita) spent on food non-alcoholic beverages (by ~1.000 Euro/yr (in average per capita) spent on food non-alcoholic beverages (by INS)INS)

• ~10 Euro/yr spent on bio food – 1%~10 Euro/yr spent on bio food – 1%• at 0.20 Euro/yr (~0.9RON/yr) spent on food safety at 0.20 Euro/yr (~0.9RON/yr) spent on food safety

=> => 4.000.000 Euro/yr at 1% conversion for CheckFood = 40.000 Euro/yr4.000.000 Euro/yr at 1% conversion for CheckFood = 40.000 Euro/yr UE 739.000.000 inhabitants: UE 739.000.000 inhabitants:

• ~1.800 Euro/yr spent on food non-alcoholic beverages (by EUROSTAT)~1.800 Euro/yr spent on food non-alcoholic beverages (by EUROSTAT)• ~90 Euro/yr spent on bio food – 5%~90 Euro/yr spent on bio food – 5%• at 1 Euro/yr (~1% spent on bio) spent on food safety at 1 Euro/yr (~1% spent on bio) spent on food safety

=> => 739.000.000 Euro/yr at 1% conversion for CheckFood = 7.390.000 Euro/yr739.000.000 Euro/yr at 1% conversion for CheckFood = 7.390.000 Euro/yr Wordwide (UE,America,Oceania) 1.750.000.000 inhabitants: Wordwide (UE,America,Oceania) 1.750.000.000 inhabitants:

• ~2.000 Euro/yr spent~2.000 Euro/yr spent• ~100 Euro/yr spent on bio food -5%~100 Euro/yr spent on bio food -5%• at 1 Euro/yr spent on food safety at 1 Euro/yr spent on food safety

=> => 1.750.000.000 Euro/yr at 1% for CheckFood = 17.500.000 Euro/yr1.750.000.000 Euro/yr at 1% for CheckFood = 17.500.000 Euro/yr

5. Business Model5. Business Model Premium accounts:Premium accounts:

• Charge a fee (2 Euro/yr) for advanced features on user Charge a fee (2 Euro/yr) for advanced features on user accountaccount

Sell CheckFood grading system – to ecommerce Sell CheckFood grading system – to ecommerce websiteswebsites

Sell real-time data about consumers’ food Sell real-time data about consumers’ food preferences – to food manufacturerspreferences – to food manufacturers

Advertising: - website and free mobile apps Advertising: - website and free mobile apps Indirect Services & Accessories: Indirect Services & Accessories:

• T-shirts, gadgets, etcT-shirts, gadgets, etc

6. Know how6. Know how

DataData Food recommendation algorithmFood recommendation algorithm Food additives harm levelsFood additives harm levels Allergen and food additives detection Allergen and food additives detection

algorithmalgorithm Kosher, halal, vegie detection mechanismKosher, halal, vegie detection mechanism Web and mobile technologiesWeb and mobile technologies

7. Competitors7. Competitors Fooducate.comFooducate.com

• raised ~ $1 milionraised ~ $1 milion• ~200.000 products~200.000 products• US availableUS available• up to 5.000.000 Android installsup to 5.000.000 Android installs

ShopWell.comShopWell.com• raised ~ $7.9 milions (raised ~ $7.9 milions (http://http://www.crunchbase.com/organization/shopwellwww.crunchbase.com/organization/shopwell))• ~ 40,000 products~ 40,000 products• US availableUS available• up to 100.000 installs on Android appup to 100.000 installs on Android app

8. Marketing8. Marketing

Adwords/FB adsAdwords/FB ads FB diffusion – products on wall, FB diffusion – products on wall,

likes/comments, gameslikes/comments, games Partnership with food bloggers, food Partnership with food bloggers, food

portals, food communities, women portals, food communities, women websites, health related websiteswebsites, health related websites

Offline promotion – branded accessoriesOffline promotion – branded accessories

9. Team9. Team

Cristian Muraru, FounderCristian Muraru, Founder• 15 years software development15 years software development

Gabriela MuraruGabriela Muraru• PR, advertisingPR, advertising

Raul TeiosanuRaul Teiosanu• data analystdata analyst

10. Financing10. Financing

As is:As is:• Self-financedSelf-financed

Could be:Could be:• InvestorsInvestors• EU funds/grantsEU funds/grants

Thank you!Thank you!