Cherrytage pitch 20141211
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Transcript of Cherrytage pitch 20141211
Business Concept: “Wine different”CHERRYTAGE is providing a service to all Italian wineries in order to catch new
market opportunities by focusing on customers. How are we doing it?
We provide a direct distribution service in selected international markets
We cooperate in partnership with selected wineries in
keeping quality level with industrial control tools
We grant all partners with marketing expertise
to achieve high-end/luxury positioning
We combine wine with Art to create a complete experience
We integrate multichannel experience with an
e-commerce platform
Market Overview
Italy
Germany
France
Italy 2020
False
0 10 20 30 40 50 60 70
Food export turnover in billion Euro
2020
Is it a problem of volume or price? Italian export is underexploited
Price positioning is undervalued if compared with product quality
KRUG Grand Cuvee Price = 90-110 Euro
Franciacorta Grand Cuvee Price = 20-30
Euro
Production value = 1,2 billion Euro
Market (Sales) Value = 1,9 billion Euro
What is wrong? Italian food (wine) companies have small sizes, and so
Marketing expertise is lacking
Missing knowledge of international markets
E-commerce is not yet used as a sales channel
Quality is not consistent along time
Wholesale distribution kills the quality and reputation (“just working on price”)
Importers and distributors are keeping the value
Producer Transport Importer Shop0
5
10
15
20
25
30
35
0%
10%
20%
30%
40%
50%
60%
70%
13%
40%
62%57%
35
13
30Sales Price in USD Segment margin [%]
PREMIUM COLLECTIONBest wine selections, limited edition (5000 each)Cherrytage label, cultural design adaptation
1/1 (one on one)Dedicated Label “1/1”, each bottle is uniqueMurano-crafted artist signature bottles
ATELIERSpecific wine selections or creations Personalized hand-decorated bottles
Price per Bottle
ASPIRATIONALWine selections by Cherrytage wine maker, Supplier label
ITALIAN SIGNATUREBest wine selections, geographical specificCherrytage label or double-branded
100 – 350euro
60-100euro
20-60euro
10-40 euro
Auction
A luxury approach: the portfolio
The Team
Marco Bottecchia | CEO, KAMMBA at SDA BocconiWorked and lived in the USA15+ years of international sales activities following major global accounts (Coca Cola, Pepsi, P&G, Unilever, …)5+ years of General Management experienceFrom the Prosecco area
Samuele Maistri | Marketing & SalesMBA at SDA Bocconi10 years Strategy consulting, Marketing and Business Development5 years responsibility on corporate strategic programs, M&A4 years in IT consulting & web solutionsFrom the Amarone area
“Wine Maker” | Consultancy, Wine Selection and Supplier operations20 years of experience in the fieldMultiple international awardsFood & Beverage web marketingWide knowledge of all Italian wines
Financial Plan Growing EBITDA
Limited fixed costs
An attractive ROI for investors (80.000 Euro for 10% will grant a 8x return after 3 years with an IRR at 100%)
2015 2016 2017 € -
€ 500,000
€ 1,000,000
€ 1,500,000
€ 2,000,000
€ 2,500,000
€ 3,000,000
€ 3,500,000
€ 4,000,000
€ 4,500,000
€ 5,000,000
795.000
1.734.000
4.640.000
EBITDAFixed costsVariable costs
Gen
Walking the next steps
Gen Feb Mar Apr MayJan
1.1.2015ItalianNewCo
constitution
JanuaryPartnership signing with
suppliers
JanuaryItalian
Signature designed
1.3.2015U.S.A. branch
constitution
1.5.2015India
Partnership with existing
importer
MarchU.S.A.
Premium Collection
Bottled
MarchU.S.A.
launch tour
FebruaryOfficial Brand
Presentation
AprilStart partnership contact in Russia, China, Japan and
Singapore
Februarye-commerceLaunch on
website
JanuaryStart Premium
collection study
MayAtelier
Collection Designed
31.1.2015EU activities
start