Cherrytage pitch 20141211

11
ELEVATOR PITCH Marco Bottecchia Asolo December 12 th , 2014

Transcript of Cherrytage pitch 20141211

ELEVATOR PITCHMarco Bottecchia

Asolo December 12th, 2014

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

THANKS !

Bottle examples