Final Pitch Presentation

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


2

CUSTOMIZED SERVICE

WHAT MAKES US UNIQUE?

2

FIRST MOVER ADVANTAGE


2

NETWORK EFFECT


2

RELATION WITH LOCAL LAUNDRIES


Local Laundry

NETWORK OF LOCAL LAUNDRIES

NETWORK OF USERS

3 TECHNOLOGY

3 TECHNOLOGY

4 MARKETING AND SALES

€ 100.000.000

4

MARKETING AND SALES

334.038

3.988.227

33.404


WEB MARKETING


INTRODUCTION DAYS

ON-CAMPUS PRESENCE

PARTNERSHIPS


CORPORATE CAMPUS

OTHER COMPANIES

SMALL BUSINESSES

5 COMPETITION

PRICEPRICE

5 COMPETITION

CONVENIENCE

CONVENIENCE

CONVENIENCE

5 COMPETITION

QUALITYQUALITYQUALITY

5 COMPETITION

MARKETING

MARKETING

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!

42 ORDERS… in 6 weeks

7 TRACTION

Lavandaria LorentoLavandaria Atlântica

Lavandaria Luz da EstrelaLavandaria Aliança

Interest by the Laundries

7 TRACTION

8 FINANCIALS

Google Ads

Intro Days

Social Media

Pay per Click∑ 16€

CUSTOMER LIFETIME VALUE

CUSTOMER ACQUISITION COSTS

FIGURES

8 FINANCIALS

Revenues per

Customer

Costs

Referrals

∑ 128€Additions

Additional Purchases



FIGURES

8 FINANCIALS



FIGURES

28th

Month80% IRR

€20.000 Start15%

Market

MARKET VALIDATION

9 CALENDAR

Where we are right now…

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Cont

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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 – Table SummaryCompetitors – Big Laundry ChainsCompetitors – Local LaundriesCompetitors – Washing MachinesValue ChainProcessesFinancials – AssumptionsFinancials – Year-End SummaryFinancials – P&LFinancials – Balance SheetFinancials – Cash FlowsFinancials – Cost StructureFinancials – Required Start-Up FundsFinancials – 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 SUMMARY TABLE


Big Laundry Chains Local Laundry Washing

Machine PRICE

CONVENIENCE

TIME-SAVING

QUALITY

MARKETING

PERSONALIZATION

VARIETY OF SERVICES

ACCESSIBILITY

!

! COMPETITORS – BIG LAUNDRY CHAINS

Advantages

Recognizable brand on the market

Benefits from network

Perceived high quality

More variaty of service

Convenient location

Disadvantages

Higher price then local laundry

No personalization

No pick up and delivery

Advantages

Lower price compared to big laundry chainMore personalized approachPerceived high quality of the service

Disadvantages

Low variaty of service

Low marketing and sales acquisition capacityLack of network around them

! COMPETITORS – LOCAL LAUNDRIES

! COMPETITORS – WASHING MACHINES

Advantages

Available anytime you need

Cost per washing not very high

Disadvantages

High initial sunk cost for a good machineVariable quality depending on the machine

Time-consuming

! VALUE CHAIN

! PROCESSES

Local Laundries Process

Customer Process

Quality Process

Bootstrapping

a) Basic Equipment (e.g. cell phone, computer, writing material)

b) Auxiliary Equipment (Open Source Software)

c) Office Equipment (e.g. table, chair, coffee machine)

d) Abdictation of founders wage (18 months)

e) Accounting throughout year

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

Salesa) No monthly seasonality in laundry businessb) 15% market share by the end of 2016c) 15% intermediation feed) Average Laundry Order 20€

Customer Lifetime ValueAverage Customer Order 2,40 € Number of visits per week 0,63xAverage value per customer per week

1,50 €

Lifespan 3yRetention rate 80%Margin 30%Discount rate 15%simple LTV 234,00 € Custom LTV 70,20 € Traditional LTV 160,46 € Weighted LTV 127,59 €

! FINANCIALS – ASSUMPTIONS

Jan-Jun 14 Jul-Dec 14 Jan-Jun 15 Jul-Dec 15 Jan-Jun 16 Jul-Dec 160%2%4%6%8%

10%12%14%16%

Growth Rates

YEAR 1

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sales 735 809 889 978 1076 1184 1361 1566 1800 2071 2381 2738

Personnel 0 1190 1190 1190 1190 1232 1232 1232 1232 1232 1232 1232

Soc. Security 0 131 131 131 131 136 136 136 136 136 136 136

Social Media 200 200 200 200 200 200 200 200 200 200 200 200

Pay per click 100 100 100 100 100 100 100 100 100 100 100 100

Introduction day's presence 0 245 0 0 0 0 0 245 0 0 0 0

Posters for Universities 0 360 0 0 0 0 0 0 0 0 0 0

Google Ads 567 567 567 567 567 567 567 567 567 567 567 567Additional Internet Marketing 2000 0 0 0 0 0 2000 0 0 0 0 0

Account. Tax Service 358 358 358 358 358 358 358 358 358 358 358 358

Office Rent 58 58 58 58 58 58 58 58 58 58 58 58

Other Expenses 197 197 197 197 197 197 197 197 197 197 197 197

EBIT -2776 -2629 -1943 -1854 -1757 -1695 -3518 -1558 -1079 -808 -498 -141

Interest 0 0 0 0 0 0 0 0 0 0 0 0

EBT -2776 -2629 -1943 -1854 -1757 -1695 -3518 -1558 -1079 -808 -498 -141

Tax 0 0 0 0 0 0 0 0 0 0 0 0

Net earnings -2776 -2629 -1943 -1854 -1757 -1695 -3518 -1558 -1079 -808 -498 -141

% of sales -377,7% -325,2% -218,5% -189,5% -163,2% -143,2% -258,4% -99,5% -59,9% -39,0% -20,9% -5,1%

! FINANCIALS – P&L


YEAR 2


Sales 3243 3633 4069 4557 5104 5716 6402 7170 8031 8994 10074 11283

Personnel 1455 1455 1455 1455 1455 1455 3088 3088 3088 3088 3088 3088

Soc. Security 160 160 160 160 160 160 340 340 340 340 340 340

Social Media 260 260 260 260 260 260 260 260 260 260 260 260

Pay per click 130 130 130 130 130 130 130 130 130 130 130 130





Office Rent 70 70 70 70 70 70 70 70 70 70 70 70

Other Expenses 236 236 236 236 236 236 236 236 236 236 236 236

EBIT -1360 -184 252 740 1287 1899 454 1541 1401 365 444 1653

Interest 0 0 0 0 0 0 0 0 0 0 0 0

EBT -1360 -184 252 740 1287 1899 454 1541 1401 365 444 1653

Tax 0 0 0 0 0 0 0 0 0 0 0 0

Net earnings -1360 -184 252 740 1287 1899 454 1541 1401 365 444 1653

% of sales -41,9% -5,1% 6,2% 16,2% 25,2% 33,2% 7,1% 21,5% 17,4% 4,1% 4,4% 14,6%


YEAR 3


Sales 12783 13806 14910 16103 17391 18783 20285 21908 23661 25554 27598 29806

Personnel 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164 6164

Soc. Security 678 678 678 678 678 678 678 678 678 678 678 678

Social Media 416 416 416 416 416 416 416 416 416 416 416 416

Pay per click 208 208 208 208 208 208 208 208 208 208 208 208





Office Rent 84 84 84 84 84 84 84 84 84 84 84 84

Other Expenses 283 283 283 283 283 283 283 283 283 283 283 283

EBIT 2818 2583 3946 4138 5427 5818 7321 7934 10196 11589 13633 15841

Interest 0 0 0 0 0 0 0 0 0 0 0 0

EBT 2818 2583 3946 4138 5427 5818 7321 7934 10196 11589 13633 15841

Tax 0 0 0 396 1248 1338 1684 1825 2345 2665 3136 3643

Net earnings 2818 2583 3946 3743 4179 4480 5637 6109 7851 8924 10498 12198

% of sales 22,0% 18,7% 26,5% 23,2% 24,0% 23,9% 27,8% 27,9% 33,2% 34,9% 38,0% 40,9%

YEAR 1


Cash 47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879

ASSETS 47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879

Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0

Social Sec Payable 0 131 131 131 131 136 136 136 136 136 136 136

VAT payable 0 0 0 0 0 0 0 0 0 0 0 0

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 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000

Retained Earnings -2776 -5405 -7349 -9203 -10960 -12655 -16172 -17731 -18809 -19618 -20116 -20256

CAPITAL AND LIABILITIES

47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879

! FINANCIALS – BALANCE SHEET


YEAR 2


Cash 28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574

ASSETS 28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574



VAT payable 0 0 0 0 0 0 0 0 0 0 0 0

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 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000 50000

Retained Earnings -21616 -21800 -21548 -20808 -19521 -17622 -17168 -15628 -14227 -13862 -13418 -11765


28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574


YEAR 3


Cash 41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157

ASSETS 41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157



VAT payable 0 0 0 0 0 0 0 0 0 0 0 0

Tax payable 0 0 0 396 1644 2982 4666 6490 8836 11501 14637 18280

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 50000 50000 50000 50000 50000 50000 50000 50000 40000 15000 -20000 -70000

Retained Earnings -8947 -6364 -2418 1324 5503 9983 15620 21729 29580 38503 49001 61199


41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157

YEAR 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Income

Capital 50000 0 0 0 0 0 0 0 0 0 0 0

Sales 735 809 889 978 1076 1184 1361 1566 1800 2071 2381 2738

Outgoing

Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0Personnel 0 1190 1190 1190 1190 1232 1232 1232 1232 1232 1232 1232Social Security 0 0 131 131 131 131 136 136 136 136 136 136VAT settlement 0 0 0 0 0 0 0 0 0 0 0 0Social Media 200 200 200 200 200 200 200 200 200 200 200 200Pay per click 100 100 100 100 100 100 100 100 100 100 100 100Introduction day's presence 0 245 0 0 0 0 0 245 0 0 0 0Posters for Universities 0 360 0 0 0 0 0 0 0 0 0 0Google Ads 567 567 567 567 567 567 567 567 567 567 567 567Additional Web Marketing 2000 0 0 0 0 0 2000 0 0 0 0 0Legal Costs and Trademark 358 358 358 358 358 358 358 358 358 358 358 358Account. Tax Service 58 58 58 58 58 58 58 58 58 58 58 58Office Rent 197 197 197 197 197 197 197 197 197 197 197 197Other Expenses 31 31 31 31 31 31 31 31 31 31 31 31Raw 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 47224 -2498 -1943 -1854 -1757 -1691 -3518 -1558 -1079 -808 -498 -141

Cumulative cash 47224 44726 42782 40928 39171 37481 33963 32405 31326 30518 30020 29879

! FINANCIALS – CASH FLOW



Income

Capital 0 0 0 0 0 0 0 0 0 0 0 0

Sales 3243 3633 4069 4557 5104 5716 6402 7170 8031 8994 10074 11283

Outgoing


Net cash flow -1335 -184 252 740 1287 1899 633 1541 1401 365 444 1653

Cumulative cash 28544 28360 28612 29352 30639 32538 33171 34712 36113 36478 36922 38574



Income

Capital 0 0 0 0 0 0 0 0 -10000 -25000 -35000 -50000

Sales 12783 13806 14910 16103 17391 18783 20285 21908 23661 25554 27598 29806

Outgoing


Net cash flow 3157 2583 3946 4138 5427 5818 7321 7934 196 -13411 -21367 -34159

Cumulative cash 41731 44314 48260 52398 57825 63643 70963 78897 79093 65682 44316 10157

! FINANCIALS – BREAK-EVEN ANALYSIS

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36-30,000 €

-20,000 €

-10,000 €

0 €

10,000 €

20,000 €

30,000 €

40,000 €

CUMULATIVE CASH FLOW

Margin 30-40%

Break-Even

! FINANCIALS – YEAR-END SUMMARY

2014 % of sales 2015 % of sales 2016 % of sales

Total Sales 17 588,88 € - 78 275,50 € 242 588,81 €

Total Expenses 37 845,10 € 215% 69 784,58 € 89% 151 344,75 € 62%

Total Salary 14 859,46 € 30 258,60 € 82 105,37 €

Total Marketing 15 250,00 € 26 625,00 € 53 400,00 €

Total Legal costs 5 000,00 € 8 446,00 € 7 557,60 €

Other Expenses 2 735,63 € 4 454,98 € 8 281,78 €

EBIT 20 256,21 €- -115% 8 490,93 € 11% 91 244,07 € 38%

Taxes - € - € 18 280,12 €

Net profit 20 256,21 €- -115% 8 490,93 € 11% 72 963,95 € 30%

! FINANCIALS – REQUIRED START FUNDS

Required Startup funds Amount Total

Expenses 15 months

Wages 19 205 € Bonus finish Website 500 € Internet Marketing 17 780 € Offline Marketing 1 637 € Legal Costs 3 756 € European Trademark 2 446 € Accounting and Tax Service 910 € Office Rent 3 068 € Other Expenses 781 €

Total funds needed 50 082 €

Founder's Investment 30 000 €

Required Investment 20 000 €

! FINANCIALS – COST STRUCTURE

Final Pitch Presentation

Education

Transcript of Final Pitch Presentation