sian's plan pitch deck - sept 13 -optimised
TRANSCRIPT
siansplan.com@siansplan
Meal plan in colour
Healthy eating made convenient
siansplan.com@siansplan@siansplan
Overview
siansplan.com@siansplan
Sian’s Plan allows busy families to organise their weekly meals in minutes from meal to online grocery shopping
Seed round of £170k in December 2012
Soft launched August 2013
Next significant milestone: mobile app October 2013
Raising £300k primarily to bring to market
siansplan.com@siansplan
Introduction to the platform (video)
http://sians.pl/siansplanintro
siansplan.com@siansplan
A little bit about Sian
Professional home economist
Donegal Cookery School owner
1 of 5 Ambassador chefs for EPA*(with Donal Skeehan)
Blogger for
Featured:
*Environmental Protection Agency Ireland
siansplan.com@siansplan
Business model
Subscriptions
• 30 day free trial
• £5/m to £90/yr
• Aim for 10% conversion
• 5.56% churn rate
• Life time value = £186.52
• Allows £3.73 per free trial sign up
• Further in app purchasesAffiliate & Partnership agreements in place:
Primary
Secondary
Online grocery commission
• £5 to £8 per new user
• 0.25p to £1 per basket sale
• £2000 of grocery shopping through Tesco in 2 months
siansplan.com@siansplan
Target market - ABC1 professional / busy mumsCharacteristics:
• Age 25-50,
• 1 or more children
• Technology savvy and use internet daily
• Spend £50-£150 on weekly shop
Needs:
• To provide family with healthy and balanced meals
• To keep food costs down and reduce food wastage
• To be more organised and save time
*Based on research with c. 1200 mums
Sian’s Plan offers a convenient way for busy mums to keep their family healthy
siansplan.com@siansplan
Actual use cases
Rose, Mum of 2 Young Boys from London
• Found Sian’s Plan through our partner MyFamilyClub• Subscribed on her 2nd visit
• Logged on every day in June
Brian, Director of Digital Strategy from Dublin
£90/year
£4.99/m
‘I am enjoying cooking more, it seems less of a chore as I feel more on top of my game’
• Sign up to Sian’s Plan newsletter through The Irish Times in May• Subscribed one month later
• Uses Sian’s Plan 5 - 6 times a week
‘I think it's a great idea! Myself and my girlfriend use it constantly, we love the shopping cart integration’
Young mum
Young professional
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18/10/2012" 07/12/2012" 26/01/2013" 17/03/2013" 06/05/2013" 25/06/2013" 14/08/2013" 03/10/2013"
Cumula&ve)growth)0)Dec)12)0)Aug)13)
siansplan.com@siansplan
Traction in numbers
Credit cardrequired test
Sign ups to free trial
Soft launch
Beta testing phase
siansplan.com@siansplan
Milestones - First 9 months post investment
siansplan.com@siansplan
Reaching 2.5k paying members in 12 months
Free trial sign ups Paying members
Based on a conversion rate to premium of 2% rising to 10% in 12 months
!"!!!!
!10!!
!20!!
!30!!
!40!!
!50!!
!60!!
!70!!
!80!!
Jan"14! Feb"14! Mar"14! Apr"14! May"14! Jun"14! Jul"14! Aug"14! Sep"14! Oct"14! Nov"14! Dec"14!
Free$sign)ups$
Thou
sand
s$
Year$1$
Free$sign$ups$by$source$
From!Facebook!Ads! From!Google!Ads! From!Blog! From!NewsleIer! Organic!&!Partnerships!
0"
1"
2"
3"
Jan)14" Feb)14" Mar)14" Apr)14" May)14" Jun)14" Jul)14" Aug)14" Sep)14" Oct)14" Nov)14" Dec)14"
Free$sign)ups$
Thou
sand
s$
Year$1$
Premium$members$
Paying"members"
2% conversion
4%
10%
Sian’s Plan Lifestyle Solution Book
siansplan.com@siansplan
Gaining market share
siansplan.com@siansplan
Competitive landscape
+
=Accurate health statistics without
manual recording
Potential for partnerships
+
=Seamless online
grocery shopping in US
Food, health and wellbeing markets
siansplan.com@siansplan
Marketing - key needs & objectives
Build awareness & drive traffic
Develop community & generate leads
Increase engagement within the app
1 2 3
Blog, Facebook & in app Build Sian’s brand & promote Sian’s Plan
Newsletters & in app
Key hire: Lead DeveloperKey hire: Community manager with photo & video skills
Sian/Fiona/VincentExternal PR [Albion London] External mobile developers
Objective - 2.5k paying members in 12 months
siansplan.com@siansplan
Establish Sian as a credible & key commentator nationally
1
Public speaker & video content
Sian’s Plan lifestyle solution book
Regular commentator
across all media
Agent & Publisher
Structure in place
Goal
To do
Promote Sian’s Plan when doing so
In place
Blog, guest posts & features
Feature writer national publications
+4 great places to
work
LocalRadio
NationalRadio
siansplan.com@siansplan
Promote content, Sian’s Plan & Facebook profile
Join community, become active, encourage virility
Goal
To do
In place
Rich & relevant content, Siansplan.com
Capture details - email, likes, sign ups
Generate leads & develop communityJourney from lead to community member
30 day free trial
Newsletter
Forwarding to friends
Active & engaged
community & up-selling
Continually optimise conversion rates
eBooks
Video & audio
Blogger network
Optimise
Organic leads from sharing feed into step 3
NationalRadioSian’s
Book
2
siansplan.com@siansplan
Generate leads & develop community2Stats on lead generation
Blog
3% of traffic sign up for newsletter(1-3% is very positive)
Siansplan.com
20% of traffic sign up for 30 day free trial
(10% is positive for a trial service)
Advertising
£1.10 per conversion
£0.70 - £1.94 per conversion
£0.05 per click (blog)
siansplan.com@siansplan
Current social engagement2
I have recommended Sian’s Plan to a lot of
other mums! Rose, London
Comments on Sian’s articles
I did use the back to school eBook last week and found it great!!! that is why I am giving
Sian’s Plan a go!
Sheila, Ireland
2.5k eBook impressions from Facebook & Twitter
shares
siansplan.com@siansplan
Evident value Referring, upgrading & upselling
To do
In place
Converts to paying subscriber
PromotionsIncentives
Gifts
Increase engagement within the app3From lead or free trial to revenue generating and referring
Newsletter, forum & in app comms strategy
Onboarding communications
Weekly Newsletter
User sees clear value
Continually identify needs & get feedback
10% Conversion
Action basedcommunications
Engagementcommunications
Converting to paying, high LTV
& referring
Goal
Activity based feedback drives communications & user experience
Upgrading Upselling
Referring to friends
PromotionsIncentives
Product development
siansplan.com@siansplan
Financials and future
siansplan.com@siansplan
Investment to be used for
Marketing Product Development
70% 30%
Including:Community Manager Hire (£18k)
Social Media Advertising (£54k)Marketing Agency (£20k)
Including:Lead Developer Hire (£55k)
Nutritional Consultant (£6k)
Aim: 2,500 Paying Members Aim: Increase value of recipes & engagement
Total required = £300k
siansplan.com@siansplan
Financial projections
Source Dec 2014 Dec 2015 Dec 2016 Dec 2017 Dec 2018
Paying members 2,742 36,727 111,815 331,078 985,696
Sales £160k £1.929m £7.103m £20.975m £62.331m
Gross profit £136k £1.762m £6.533m £19.325m £57.460m
Net profit (£337k) £31k £3.133m £11.222m £35.720m
Retained profit (£396k) (£364k) £2.768m £13.990m £49.711m
Staff head count 9 28 30 31 31
Current debt = £19k AIB bank loan
siansplan.com@siansplan
Funding and shares
Shareholder Total % Cash invested
Founders (Sian & Vincent Breslin) 70% £70k
E-Synergy NISP fund 15% £100k
Angel investors (4) 10% £65.5k
Friends and family 4% £10k
Developer & other team members 1% -
Invest NI Grant Aid - £70k
Funding required = £300k primarily to bring to marketFurther round = £1.5m to launch in the US
siansplan.com@siansplan
The team
Marketing &Brand Strategy
FinancialsFTI Consulting
Vincent Breslin
CEO & Coder
CTOex Nokia
COO & Editorialex Deloitte
Metrics & Customer Dev
Brand & Content
Keith Jackson
Fiona Swan
Micheal Breslin
Glyn Britton
Chris Coley
Sian Breslin
Advising
AdvisorsWelcome
You
“one of London’s hottest culinary entrepreneurs”
‘excellent domain knowledge’
siansplan.com@siansplan
Milestones - Longer term
siansplan.com@siansplan
Exit Strategy
Supermarket Celebrity ChefRecipe Site /Publisher
Conde Nast acqiured Ziplist for $14m
Large foodproducer
Already in talks Jamie Oliver
Previously had discussions with Unilever
Huge online grocery shopping opportunity
Large diet-focusedInternational
Expand from personal diet to family market
Who will buy Sian’s Plan?
siansplan.com@siansplan
Meal plan in colour
Sian’s Plan is not just an app.
Sian’s Plan is a lifestyle solution that becomes part of daily life both online and off.