FitChef—In health we trust

Annie Eric Kheng 25/08/2014

Catalogue

• Introduction

• Market

• Finance

• Prospect

• Summary

Problems

• Inconvenient

• Flavourless

• Unhealthy

Solution

• Processing: several manufacturing bases

Solution

• Selling:parternered with gyms in large & mid-sized cities

Solution

• Providing customized meal plan • Easier access • High quality• Appetizing

Main Products

• High protein: for body building enthusiasts– Male– Female

• Low fat: for working class– Male– Female

• Price– RMB 30 per box– Recurring payment

Compelling Benefits

• Convenience

• Scientific approach

• High quality (certified)

Catalogue

• Introduction

• Market

• Finance

• Prospect

• Summary

Market Details

• Target market – Body building enthusiasts

• university students(18-24)• working class

– Middle income class

Market Details

• Market size (China)– Body building enthusiasts(15%)

• 13m customers • 17b

Market Details

• Market size (China)– Working class(17% growth rate)

• 17m customers• 22b

Market Details

• Market size (Shanghai)– Body building enthusiasts(15%)

• 360k customers• 0.5b

Market Details

• Market size (Shanghai)

Technology

• Properly designed meal pack

• Certified Standard Operating Procedures (SOPs)

• Reliable and high quality supplies

Competitive Advantages

• Current market– Healthier option– Easier accessibility – Competitive advantage: 1 year

Competitive Advantages

• New market– First-mover advantage– Brand recognition

Marketing & Sales Plan

• Promotion strategy– Gyms – Fitness magazines– Websites

• Product strategy– High quality & certified– Customized meal

• Pricing strategy– Concessions – Market oriented pricing– Premium pricing

Our Team

• Founders– CTO– CFO– COO

• Employees: 72

Catalogue

• Introduction

• Market

• Finance

• Prospect

• Summary

Financial Roadmap

Catalogue

• Introduction

• Market

• Finance

• Prospect

• Summary

Key Milestones

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Idea

Primary research

Feasibility analysis

Relationships secured

Business plan

Prototype install

Funds raised

Neighbourhood market

Initial contracts

Timelines

2017

2nd financing $ 0.5m

3rd financing $ 1.6m

2nd product development

1st product sales

Breakeven milestonePilot test

20162015

1st financing $ 50,000

Catalogue

• Introduction

• Market

• Finance

• Prospect

• Summary

Summary

• Funding requirement: 0.5m • Purpose

– Manufacturing– MKT & Sales

• Competitive advantages– Expertise– Potentially profitable– Untapped market

• Return– Shares

Financial Roadmap

USD 2nd yr 3rd yr 4th yroperation revenue 21,520,771 70,444,657 130,678,773

production cost 10,760,386 35,474,844 62,449,489selling expense 1,139,176 3,645,139 7,159,807administrative

expense5,184,154 15,359,938 27,003,795

financing expense 10,000 140,000 600,000total expense 17,093,716 54,619,921 97,213,091

income before tax 4,427,055 15,824,736 33,465,682