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Dinner Kits delivered: Home cooking made easy
Who’s cooking?!
79% of American adults do it.
78% enjoy doing it.
85% think healthy meals are important
However…!Time and Skill !are the most common reasons for
Not cooking healthy meals more often…
Dinner Kits: healthy cooking made easy
Order online!Flexible plans: start at $8 per portion
Ingredients and recipe!Exact amounts and instructions
Free Delivery!To the office
Home cooked meals!In around 30 minutes
The corporate audience
Companies want!A healthy workforce
Concierge employee services
Recruitment and retention perks
Cooks want!No planning or shopping
Reduced prep work
Healthy home cooked meals
Cost of User Acquisition: $120
Life Time Value: $1,500
(10 months per year)
Unit Contribution Margin: 50%
LTV: $750
Retention Rate: 70%
(Some of our clients)
Business Update: Ready to scale
Operations:
4000 SF facility – Feb 1
Potential to fulfill 16,000 kits per month
Current portions: 2200 per month
Current Corporate Partners: 11
Locations per week: 30
Current monthly revenue: 23K
Current gross profit margin: 28%
Partnerships:
Mercer contract in process
Anticipate end of April start.
Funding:
Friends and Family: $300K raised
Seed round ask: $500K
Investment will allow:
Team expansion
Improved ecommerce tools
Stepped fixed costs
Global leader in Human Resource Consulting
Benefit brokerage • 1000’s of corporate clients • Scale in Urban Regions
Partnerships: drive growth
Other Potential Partnerships
2013 2017 2016
2016
2015
2015
SF Market: $1.2b US Market: $33.5b
25% of consumers time strapped and willing to pay for convenience.
Growth Trends:Organics 9.5% growth1
Online Grocery 9.5% growth2
Corporate wellness: 87% of companies4
Addressable market!
HOW WE DIFFERENTIATE
Sales Strategy
Partnerships
Lower marketing costs
Variety
Flex subscriptions
Veg or meat options
Competition!
$35 $59 $50+ $48 TOMATOSHERPA
Healthful
Less Healthy
Lower Cost Higher Cost
Healthful: Supportive of total health. Nutrition information education, balance, dietary accommodations
Cost: Total cost considerations. i.e., Tomato Sherpa entry purchase price: $17.50 (average price $35),
Competitor entry price: approx $58
Promoting Total Health!Personal Health!Seasonal cooking with local and organic ingredients supports long term health for individuals
and families through nutrient rich ingredients, portion control, and education
Environmental Health!Cooking with whole ingredients = less food processing.
Premeasured ingredients = reduced food waste.
Reusable packaging = decreased packaging waste.
Office delivery = reduced “last mile” transport energy.
Community Health!Over 75% of our produce is organic and local when possible. This supports farming community
economies. Our sourcing information, keeps educates cooks about the food system.
Regional expansion drives revenue growth
FY14 FY15 FY16 FY17 FY18 Gross Revenue $1,703,707 $6,898,342 $17,028,054 $33,877,859 $57,255,462
Cost of Goods Sold $749,032 $2,846,019 $6,559,890 $12,147,796 $19,050,731
OperaBng Expenses $1,192,481 $2,905,399 $5,211,569 $7,082,108 $8,579,923
OperaBng Income $(623,159) $(439,695) $1,680,704 $7,872,383 $18,173,715
$(10,000,000)
$-
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
Funding Plans!
Investor exit scenarios: 8-10 yr
• Acquisition by strategic partner
• Dividend payout
SEED ROUND: 500K
Offering convertible notes with a 20% discount
and an 18 month term for preferred shares
in priced round slated for Q4 2014 targeted
at $1.5M.
Previous Raise: 300K Friends and Family
Equipment
Information Technology
Leasehold Improvements
Furniture and Fixtures
General & Administrative
Marketing & Sales
Operations
Product Development
ADVISORY BOARD!Christopher McTiernan
Head of Market Intel, Google Inc.
Chris Mittelstaedt
CEO, The Fruit Guys
Bruce Smith, MBA
Business strategy and Operations
Adam Dean, MBA, CPA
Director, Square One Bank
Stacey Waldspurger, MBA
CEO
Shivani Ganguly, MBA
CFO Zach Worthington, MBA
Culinary team
The Tomato Sherpa team!
Matt Tesoriero
Marketing Director
Kai Paine: Customer Experience Manager Danielle Boulle: Culinary team Andrea Barrow: Culinary team Seth Rosenberg: Sourcing Manager Nick Dyer: Design/Photography Maiya Holiday: Web developer Melissa Olsen: Fulfillment manager !Upcoming Hires:!Director of Operations!Executive chef!
“…Preparing my turkey meatballs, pasta
and salad dish was a great experience…
easy and fun! Best of all my family loved
the food. Thanks for this great service
Brought it home, opened it up, and
all of a sudden, I could cook!
The food was excellent. I had been using Plated before hearing about you, and there is
really no contest. In terms of cooking enjoyment, price, ability to pick up food, less
waste, superior ingredients, Tomato Sherpa is on to something incredible. Excited for
next week!
What customers are saying!
I just wanted you to know that each Tuesday feels like Christmas when I receive the black bag!
Thank you for such a fun way to cook and even better I learn something new each week about
the dish I am preparing.
