Pitch - Miami Launch
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1 Pitch - Miami Launch
2 TABLE OF CONTENTS SquarEat pitch SQUAREAT PURPOSE page 3 OUR SUBSCRIPTIONS Page 11 BUSINESS HIGHLIGHTS page 21 WHY A READY TO EAT MEAL PLAN? page 4 SQUAREAT VS LOCAL MEAL PLANS pages SQUAREAT page 22 PROBLEMS OF EXISTING MEAL PLANS page 5 VISION BY CHANNEL page 15 WHAT WE HAVE DONE SO FAR page 23 CAUSES page 6 TARGET CLIENTS page FUTURE UPSIDE pags 24 SQUAREAT SOLUTIONS page 7 MARKETING pages SQUAREAT TEAM page 25 OUR PRODUCT pages USA MARKET SIZE page 20 SEEDS INVESTORS ROUND page 26 2
3 SQUAREAT PURPOSE Revolutionize the ready to eat and meal plan industry with a new concept of food: Tasty 100% natural food with nutrients preserved at best Long lasting without additives: Up to 3 weeks! Customizable in size and quantity to achieve the exact nutrients intake needed Eco sustainable: production with minimal waste of food & material 3
4 WHY A READY TO EAT MEAL PLAN? NO SHOPPING NO COOKING NO CLEANING NO STRESS NO JUNK FOOD 4
5 PROBLEMS OF EXISTING MEAL PLANS Nutrients not preserved Food has short life Not available on instant delivery apps (UberEats) Multiple deliveries x week Food waste during prep Poor menù variety Poor taste Food has to look good Production depends on orders Packaging & storage not optimized Customer point of view Operator point of view 5
6 CAUSES Traditional cook & food prep Standard conservation Precostituited packaging Constrained operations Poor flavours, slow production, impact on nutrients Short food life & multiple weekly deliveries Waste of space, food & material Interlinked cooking, packing & delivery 6
7 SQUAREAT SOLUTIONS + + = Modern cooking techniques Healthy Gourmet Recipes Long lasting without additives Standardized squared modular food Only 1 weekly* delivery Preserved nutrients, Fast & mass production Tasty & perfected ingredient combinations Fridge: up to 3 weeks Frozen: up to 3 months 60g Squares, Balanced intake & Easy to store Same freshness, Light operations & Non stressed customers *Could be even less but initially will be 1 x week to assess market acceptance 7
8 OUR PRODUCT IS 100% NATURAL FOOD......that comes in 60g Squares with perfectly balanced amount of calories and nutrients preserved at best. We have already conducted 6 months of research and trials developing an innovative and proper food preparation process and +20 recipes with vegetables, fruits, meat, poultry, fish, nuts, etc... Thanks to our preparation & conservation process the Squares last up to 3 weeks in the refrigerator without additives and with no loss in nutritional values. Chicken dry, fibrous & stringy Asparagus dry, fibrous & stringy Sweet potato dry, fibrous & stringy In addition, we can use almost 100% of any ingredient with minimal waste. The long lasting nature of our Squares allows customers to skip meals even if their schedule changes last minute, without worrying about waste. This also allows us to deliver only once per week vs. competitors need for daily deliveries. CHICKEN SQUARE tender sausage ASPARAGUS SQUARE delicate patty SWEET POTATO SQUARE velvety & mushy potato 8
9 ...READY TO EAT & VERSATILE TO WARM UP... Customers can achieve their favorite texture by using different warm up methods Ready to eat! 30 seconds 5 minutes 5 minutes 7 minutes From the fridge Microwaved Pan Boiled Oven Fresh! Suggested for Fruits, Nuts & Dairy Squares Fast & Soft Sauteed / Crispy Delicate & Tender Baked / Crusty 9
10 ORDER IT! Each Meal-Box will come in a recycleble & cool designed packaging with inside 4 or 6 Squares, individally sealed for a maximized consumption flexibility. Sauces will be included on the side. Sign up Discover your needs See our suggestions Subscribe Just relax Freshly delivered No stress consumption Enjoy it! 10
11 OUR SUBSCRIPTIONS 5 different subscriptions, each one composed by 5 assorted Meal-Boxes available in small (4-60g squares) or regular (6-60g squares) sizes. Customers can subscribe simultaneously to more than one subscription receiving multiples of 5 Meal-Boxes per week (5/10/15/20) per each subscription. App will guide customers through every step, suggesting them what they need to eat based on an algorithm. GOOD MORNING LIFESTYLE PREMIUM VEGETARIAN ATHLETIC How does it feel to wake up with the breakfast ready? Low carbs, High proteins, Top quality Exclusive Meal-Box combination, Rich in Omega 3 High protein % & Soy free vegetarian diet Harder, better, faster, stronger! What s inside - Pancakes - Fruits - Seabass / Pork - Cottage cheese - Potato / Sweet potato - Vegetables - Seabass / Fish / Cured Salmon - Hazelnut / Fruits - Potato / Sweet potato / Basmati - Frittata - Chickpea - Hazelnut / Fruits - Cottage cheese - Vegetables - Chicken / Beef / Pork - Potato / Sweet potato - Vegetables 11
12 PRODUCTION CHAIN ADVANTAGES Same day / time pressure EXISTING MEAL PLANS Raw food Storage Cook Assemble order Ready to Go! 2/3 Weekly deliveries Unconstrained operations Raw food Transform in Squares Storage Assemble order Ready to Go! 1 Weekly delivery* Give longer life to food *Could be even less but initially will be 1 x week to assess market acceptance 12
13 SQUAREAT VS. EXISTING MEAL PLANS 1/2 Long lasting products Just 1 weekly delivery Strong brand identity Same location for Lab & Store Scalable model Operator point of view Subscription model B2B channel Optimized operations Minimal storage occupance Minimal waste Squareat & Most Squareat & Some SquarEat only 13
14 SQUAREAT VS. EXISTING MEAL PLANS 2/2 No additives Gifts for top subscriptions Versatile to warm up Consumption flexibility Tasty Customer point of view Ready to eat Nutritionally balanced Preserved nutrients Real gourmet recipes Eco sustainable Squareat Most & Most Squareat Some & Some SquarEat only 14
15 VISION BY CHANNEL (MIAMI LAUNCH) B2C APP & WEB SITE B2B GYMS FLAGSHIP RETAIL STORE Digitally support customers in all aspects related to maintain a healthy lifestyle, with a flexible offer between 5 different meal plans customizable in sizes, easy available on our app or web site, and freshly delivered. Allow customers to access the product everywhere through branded fridges and / or corners inside gyms and sports centers, and eventually offices, shops, universities and supermarkets. Complete area s coverage by serving turists and resident on the spot. The connection with instant delivery apps (UberEats) will improve our service and give us more brand exposure. 15
16 B2C CLIENTS Athletic Healthy Professional Smart worker Bad habits Has to plan what / when to eat Wants to save money, stress less, and get taste Needs to optimize time & space Has very limited options if she / he hates cooking Would like to change lifestyle 16
17 B2B CLIENTS PHASE 1 PHASE 2 LONG TERM Gyms Offices Universities Catering & Events Super markets Airlines meals 17
18 MARKETING EDGE & OFFERS Instant delivery apps service Business partnerships Gift merchandizing Founders network Increase catchment area and serve customers during night hours when options are limited Mutual discounts with local business to achieve more awareness in the area T-shirts, masks, hats & stickers: increase brand exposure rewarding top subscriptions 150 K followers in the Miami area plus a network of gyms & local businesses 18
19 MARKETING STRATEGY VALIDATION PERIOD: ORGANIC MARKETING* RAMP-UP** Influencers sponsorship B2B gyms & sport centers Organic interactions Events (Pools, gyms) Paid marketing Discounts codes for customers and constant % fee on subscriptions revenues to influencers Increase customer touchpoints, targeting clients in the perfect environment Target clients through a daily scanning of social media platforms and force interactions Brand exposure increasing brand value & generating additional ravenues Devise & implement a structured marketing plan to maximize conversion of invested dollars TRUST AWARENESS * year 1 with no upfront paid marketing investment at loss before the product is validated. ** from year 2 - can be anticipated in case of a large capital raise. 19
20 USA MEALS DELIVERY MARKET SIZE* $2.3 bn $3.2 bn $255 mn Meal kit delivery services Healthy prepared food delivery services 10 most representative Projected annual growth 13% 12% Meal plan players** ** Combined figure, 7 players with revenues below $2.5 mn *Data refers to the 2019 market 20
21 BUSINESS HIGHLIGHTS N to Breakeven MealBox x week Revenues x week COGS x week* B2C $124 $32 SUBS ACTIVE B2B 1 70 $868 $224 GYMS ACTIVE RETAIL $1302 $336 SHOPS ACTIVE * Avg. Gross Margin 74% 21
22 SQUAREAT MIAMI 2022 NEW YORK 2023 LOS ANGELES To achieve our plan we need to have as active customers only the 0.02% of the target cities population 22
23 WHAT WE HAVE DONE SO FAR Nutritional researches & Production chain validation Graphics, Design & Brand identity lay outs Web site, App, Backend & Backoffice development Complete Marketing & Communication strategy Business plan & Pricing study Commited $200 k from founders 23
24 FUTURE UPSIDE Save on volumes Robotic improvements Infrastructure expansion Products range Nationwide delivery Solar energy Food, materials & packaging Maximize production & lower labor costs Maintain a central full lab with storages in support More squares & juices with the same preparation With cardboard refrigerated boxes Build a 100% autonomous pollution-free lab 24
25 THE TEAM Paolo Cadegiani Business Development & Brand Alessandro Della Nina Finance & Accounting Maria Laura Vacaflores Marketing & Communication Stefano Bucci Tech Area & Communication Vincenzo Foglia Operations & Sales Industrial Design Degree from Brera Academy Milan, ISSA certified personal trainer, already 1UP Nutrition ambassdor, Miami resident since 2013 and active member of the city s fitness community, +5 years experience in Food & Beverage Industry. Private Equity Investment professional (London based), former McKinsey, Co-founder and investor of several businesses (restaurant chain, grocery e-commerce, university test prep), MBA from INSEAD and MsC from Universtità Bocconi Milan, both with Distinction. International Commerce degree from the Private University of Santa Cruz. Former event and guest coordinator of Forte dei Marmi Miami Beach, Yacht concierge of Miami South Beach Charters. Developer with +10 years experience, Master in Digital Comunication at Scuola Politecnica di Design di Milano, Degree in Industrial Design at La Sapienza Rome. Former General Manager of Segafredo Lincoln Road Miami South Beach, ISSA certified personal trainer, Miami resident since 2009 and active member of the city s fitness community, +10 years experience in- Food & Beverage Industry. 25
26 SEED INVESTORS ROUND: $ 250K* START-UP CAPEX 6 MONTHS OF FIXED OPEX** Location Deposits & Equipments Legal Set-up, Brand & Contracts Operations Cooks, Drivers & Trucks Central FTEs Managment & Marketing Other OH Rents, Software & Accounting $ 110k $ 35k $ 135k $ 100k $ 70k * Current BP includes paid marketing investments only from year 2. A larger ticket would accelerate growth from year 1. $ 450k of which $ 200k from founders ** Total fixed opex pool, fully covered even with 8 months at 0 revenues. 26
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