Class Presentation 12/12/2013
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Transcript of Class Presentation 12/12/2013
Mamma’s Lavandaria
Anastasiia Pleshkova | Diogo Cardoso | Sofia Zubkova | Steffen Rilling
0 AGENDA
Customers and Problem
Solution
Technology
Marketing and Sales
Competition
Team
Traction
Financials
Calendar
1 CUSTOMERS
How can I manage to have time for everything?
I want someone taking care of my laundry!
1 PROBLEMCUSTOMERS
1 CUSTOMERS
How can I leverage my customer basis? I want someone to take care of my marketing
and order processes!
1 PROBLEMCUSTOMERS
2 SOLUTION
Mamma’s Lavandaria
2 SOLUTION
Local Laundry
NETWORK OF LOCAL LAUNDRIES
NETWORK OF USERS
3 TECHNOLOGY
3 TECHNOLOGY
4 MARKETING AND SALES
€ 50.000.000
4
3º) 33.404
1º) 3.988.227
2º) 334.038
MARKETING AND SALES
4 MARKETING AND SALES
WEB MARKETING
4 MARKETING AND SALES
INTRODUCTION DAYS
ON-CAMPUS PRESENCE
PARTNERSHIPS
4 MARKETING AND SALES
CORPORATE CAMPUS
OTHER COMPANIES
SMALL BUSINESSES
5 COMPETITION
Mamma’s Lavandaria
Big Laundry Chains Local Laundry Washing
Machine
Price
Convenience
Time-saving
Quality
Marketing
Personalization and Design
Variety of Services
Network
6 TEAM
Commercial Director of a student’s company which had a 15% increase sales
last year
CFO of a company that recently opened a rural
hospital in Tanzania
Analyst to adapt an international brand
into a national market
Member of a project to internationalize a
multinational Russian company to Ecuador
Interest by the Users 79% Value this time saving service
7 TRACTION
Already with orders!
24 ORDERS… in 2 weeks
7 TRACTION
Lavandaria LorentoLavandaria Atlântica
Lavandaria Luz da EstrelaLavandaria Aliança
Interest by the Laundries
7 TRACTION
8 FINANCIALS
Customer Lifetime Value
Revenues per
Customer
Costs
Referrals
∑ 115€Google Ads
Intro Days
Social Media
Pay per Click∑ 19€
Customer Acquisition Costs
Additions
Additional Purchases
8 FINANCIALS
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536
-10,000 €
-5,000 €
0 €
5,000 €
10,000 €
15,000 €
-140,000 €
-70,000 €
0 €
70,000 €
140,000 €
210,000 €
Margin 30-40%
Operational Break-Even
Company Break-Even
MARKET VALIDATION
9 CALENDAR
What have we done so far…
BM 1
.0In
terv
iew
s Su
rvey
s
Land
ing
Page
sW
ebsit
e
Wiza
rd o
f Oz
Cont
acts
BM 3
.0
BM 2
.0
9 CALENDAR
And how about the future…
9 CALENDAR
2014
Launch the Website fully-fledge
Continuous Feedback
Expansion to Porto Expansion to other Iberian
Cities
2015 2016
9 CALENDAR
? Q&A
THANK YOU FOR YOUR ATTENTION!
? Q&A
MAIN SLIDESCustomer and Problem– UsersCustomer and Problem – Local LaundriesSolutionTechnology – ProcessTechnology – UserMarketing and Sales – IntroMarketing and Sales – All CustomersMarketing and Sales – StudentsMarketng and Sales – Urban WorkersCompetitionTeamTraction – UsersTraction – OrdersTraction – Local LaundriesFinancialsCalendar
BACK-UP SLIDESMarketing PlanCompetitors – Big Laundry ChainsCompetitors – Local LaundriesCompetitors – Washing MachinesFinancials – AssumptionsFinancials – P&LFinancials – Balance SheetFinancials – Cash FlowsFinancials – Break-Even AnalysisImplementation Plan
! MARKETING PLAN
Activities JAN FEV MAR ABR MAY JUN JUL AUG SEP OCT NOV DEZ
Web Presence
Non-local Students
Induction Days
On Campus Presence
Ad Supports
Urban Workers
Campus Contacts
Companies Contacts
! IMPLEMENTATION PLAN
ACTIVITIES2014 2015 2016
1Q 2Q 3Q 4Q 1S 2S 1S 2S
Website 1.0
Website 2.0
Continuously Development
Continuously Evaluation of the Service
Expansion to Porto
Expansion to other Iberian Cities
! COMPETITORS – BIG LAUNDRY CHAINS
Advantages
Recognizable brand on the market
Benefits from network
Perceived high quality
More variaty of service
Convenient location
Advantages
Lower price compared to big laundry chain
More personalized approach
Perceived high quality of the service
! COMPETITORS – LOCAL LAUNDRIES
! COMPETITORS – WASHING MACHINES
Advantages
Available anytime you need
Cost per washing not very high
Bootstrapping
Operation from our Home No wages during the start, live from savings
Top-down Approach Customer
SAM non local students 70,792
SAM Urban worker 263,246
SAM Target Group 334,038
SOM - 10% use laundry 33,404
Market share 3rd year 15% 5,011
SalesGrowth 1st year 15%Growth 2nd year 8%Growth 3rd year 5%Quantitiy order per month 2.5x per monthIntermediate fee per order 2.00 €
Customer Lifetime ValueAverage fee per order 2.00 € Number of usage per week 0.625Average value per customer per week 1.25 €Lifespan 3yRetention Rate 70%Margin 30%Discount rate 15% Simple LTV 195 €Custom LTV 59 €Traditional LTV 91 €Average LTV 115 €
! FINANCIALS – ASSUMPTIONS
Year 1
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales 1042 1198 1377 1584 1822 2095 2409 2770 3186 3664 4214 4846
Personnel 0 0 1333 1333 1333 1333 1333 1333 1333 1333 1333 1333
Soc Security 0 0 147 147 147 147 147 147 147 147 147 147
Social Media 500 500 500 500 500 500 500 500 500 500 500 500
Pay per click 300 300 300 300 300 300 300 300 300 300 300 300
Introduction day's presence 0 495 0 0 0 0 0 495 0 0 0 0
Posters for Universities 0 675 0 0 0 0 0 0 0 0 0 0
Google Ads 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633
Bonus finishing platform 0 0 0 0 0 500 0 0 0 0 0 0
Legal Costs 0 0 4000 0 0 0 0 0 4000 0 0 0
Tax Advisory 0 0 0 0 0 0 0 0 2667 0 0 0
Unpredicted Expenses 63 63 63 63 63 63 63 63 63 63 63 63
EBIT -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869
Interest 0 0 0 0 0 0 0 0 0 0 0 0
EBT -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869
Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net earnings -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869
% of sales -139.7% -206.1% -479.1% -151.0% -118.3% -113.7% -65.1% -61.4% -234.0% -8.5% 5.6% 17.9%
! FINANCIALS – P&L
Year 2
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales 5572 6018 6500 7020 7581 8188 8843 9550 10314 11139 12030 12993
Personnel 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413
Soc Security 155 155 155 155 155 155 155 155 155 155 155 155
Social Media 217 217 217 217 217 217 217 217 217 217 217 217
Pay per click 333 333 333 333 333 333 333 333 333 333 333 333
Introduction day's presence 0 325 0 0 0 0 0 325 0 0 0 0
Posters for Universities 0 320 0 0 0 0 0 0 0 0 0 0
Google Ads 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682
Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0
Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0
Tax Advisory 0 0 0 0 0 0 0 0 2747 0 0 0
Unpredicted Expenses 83 83 83 83 83 83 83 83 83 83 83 83
EBIT 1688 1489 2615 3135 3697 4303 4958 5341 3683 7255 8146 9108
Interest 0 0 0 0 0 0 0 0 0 0 0 0
EBT 1688 1489 2615 3135 3697 4303 4958 5341 3683 7255 8146 9108
Tax 0 0 0 0 0 0 0 0 811 1669 1874 2095
Net earnings 1688 1489 2615 3135 3697 4303 4958 5341 2872 5586 6272 7013
% of sales 30.3% 24.7% 40.2% 44.7% 48.8% 52.6% 56.1% 55.9% 27.8% 50.1% 52.1% 54.0%
! FINANCIALS – P&L
Year 3
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales 14032 14734 15471 16244 17056 17909 18805 19745 20732 21769 22857 24000
Personnel 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456
Soc Security 160 160 160 160 160 160 160 160 160 160 160 160
Social Media 250 250 250 250 250 250 250 250 250 250 250 250
Pay per click 383 383 383 383 383 383 383 383 383 383 383 383
Introduction day's presence 0 375 0 0 0 0 0 375 0 0 0 0
Posters for Universities 0 330 0 0 0 0 0 0 0 0 0 0
Google Ads 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733
Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0
Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0
Tax Advisory 0 0 0 0 0 0 0 0 2829 0 0 0
Unpredicted Expenses 117 117 117 117 117 117 117 117 117 117 117 117
EBIT 9934 9930 11372 12145 12958 13811 14706 15271 13804 17670 18758 19901
Interest 0 0 0 0 0 0 0 0 0 0 0 0
EBT 9934 9930 11372 12145 12958 13811 14706 15271 13804 17670 18758 19901
Tax 2285 2284 2616 2793 2980 3176 3382 3512 3175 4064 4314 4577
Net earnings 7649 7646 8756 9352 9977 10634 11324 11759 10629 13606 14444 15324
% of sales 54.5% 51.9% 56.6% 57.6% 58.5% 59.4% 60.2% 59.6% 51.3% 62.5% 63.2% 63.9%
! FINANCIALS – P&L
Year 1
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872
ASSETS 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872
Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0
Social Sec Payable 0 0 147 147 147 147 147 147 147 147 147 147
VAT payable -335 -902 -2080 -2289 -2445 -2652 -2672 -2723 -4097 -3829 -3434 -2894
Tax payable 0 0 0 0 0 0 0 0 0 0 0 0
Short term loans 0 0 0 0 0 0 0 0 0 0 0 0
Long term loans 0 0 0 0 0 0 0 0 0 0 0 0
Capital 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000
Retained Earnings -1455 -3923 -10522 -12914 -15069 -17450 -19017 -20718 -28175 -28487 -28250 -27381
LIABILITIES 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872
! FINANCIALS – BALANCE SHEET
Year 2
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912
ASSETS 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912
Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0
Social Sec Payable 155 155 155 155 155 155 155 155 155 155 155 155
VAT payable -2145 -1441 -479 603 1814 3165 1501 3090 4298 2029 4264 6720
Tax payable 0 0 0 0 0 0 0 0 811 2480 4354 6449
Short term loans 0 0 0 0 0 0 0 0 0 0 0 0
Long term loans 0 0 0 0 0 0 0 0 0 0 0 0
Capital 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000
Retained Earnings -25693 -24204 -21589 -18454 -14757 -10454 -5496 -155 2717 8303 14575 21589
LIABILITIES 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912
! FINANCIALS – BALANCE SHEET
Year 3
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081
ASSETS 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081
Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0
Social Sec Payable 160 160 160 160 160 160 160 160 160 160 160 160
VAT payable 2656 5312 8299 3165 6517 10065 3754 7638 11185 4436 9122 14071
Tax payable 8733 11017 12021 14814 17794 19359 22741 26253 27816 31880 36195 39160
Short term loans 0 0 0 0 0 0 0 0 0 0 0 0
Long term loans 0 0 0 0 0 0 0 0 0 0 0 0
Capital 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000
Retained Earnings 29238 36884 45640 54992 64970 75604 86928 98686 109316 122922 137366 152690
LIABILITIES 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081
! FINANCIALS – BALANCE SHEET
Year 1Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Capital 35000 0 0 0 0 0 0 0 0 0 0 0
Sales 1281 1473 1694 1948 2241 2577 2963 3408 3919 4507 5183 5960
Outgoing
Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0Personnel 0 0 1333 1333 1333 1333 1333 1333 1333 1333 1333 1333Social Security 0 0 0 147 147 147 147 147 147 147 147 147VAT settlement 0 0 0 0 0 0 0 0 0 0 0 0Social Media 615 615 615 615 615 615 615 615 615 615 615 615Pay per click 369 369 369 369 369 369 369 369 369 369 369 369Introduction day's presence 0 609 0 0 0 0 0 609 0 0 0 0Posters for Universities 0 830 0 0 0 0 0 0 0 0 0 0Google Ads 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009Bonus finishing platform 0 0 0 0 0 615 0 0 0 0 0 0Legal Costs 0 0 4920 0 0 0 0 0 4920 0 0 0Tax Advisory 0 0 0 0 0 0 0 0 3280 0 0 0Unpredicted Expenses 77 77 77 77 77 77 77 77 77 77 77 77Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0Debt Service 0 0 0 0 0 0 0 0 0 0 0 0Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net cash flow 33211 -3036 -7630 -2602 -2310 -2589 -1587 -1752 -8832 -44 632 1410
Cumulative cash 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872
! FINANCIALS – CASH FLOW
Year 2Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Capital 0 0 0 0 0 0 0 0 0 0 0 0
Sales 6854 7402 7995 8634 9325 10071 10877 11747 12686 13701 14797 15981
Outgoing
Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0Personnel 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413Social Security 147 155 155 155 155 155 155 155 155 155 155 155VAT settlement 0 0 0 0 0 0 3165 0 0 4298 0 0Social Media 267 267 267 267 267 267 267 267 267 267 267 267Pay per click 410 410 410 410 410 410 410 410 410 410 410 410Introduction day's presence 0 400 0 0 0 0 0 400 0 0 0 0Posters for Universities 0 394 0 0 0 0 0 0 0 0 0 0Google Ads 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0Tax Advisory 0 0 0 0 0 0 0 0 3378 0 0 0Unpredicted Expenses 103 103 103 103 103 103 103 103 103 103 103 103Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0Debt Service 0 0 0 0 0 0 0 0 0 0 0 0Tax 0 0 0 0 0 0 0 0 0 0 0 0
Net cash flow 2446 2192 3578 4217 4908 5654 3295 6930 4891 4986 10380 11564
Cumulative cash 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912
! FINANCIALS – CASH FLOW
Year 3
Months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Income
Capital 0 0 0 0 0 0 0 0 0 0 0 0
Sales 17260 18123 19029 19980 20979 22028 23130 24286 25500 26776 28114 29520
Outgoing
Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0
Personnel 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456
Social Security 155 160 160 160 160 160 160 160 160 160 160 160
VAT settlement 6720 0 0 8299 0 0 10065 0 0 11185 0 0
Social Media 308 308 308 308 308 308 308 308 308 308 308 308
Pay per click 472 472 472 472 472 472 472 472 472 472 472 472
Introduction day's presence 0 461 0 0 0 0 0 461 0 0 0 0
Posters for Universities 0 406 0 0 0 0 0 0 0 0 0 0
Google Ads 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131
Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0
Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0
Tax Advisory 0 0 0 0 0 0 0 0 3480 0 0 0
Unpredicted Expenses 144 144 144 144 144 144 144 144 144 144 144 144
Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0
Debt Service 0 0 0 0 0 0 0 0 0 0 0 0
Tax 0 0 1612 0 0 1612 0 0 1612 0 0 1612
Net cash flow 5875 12586 12747 7011 16310 15746 8395 19155 15739 10921 23445 23238
Cumulative cash 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081
! FINANCIALS – CASH FLOW