2. 2

3. 3
THE CONSUMER LANDSCAPE
•There are currently 25,000 national retail food stores and almost 22,000
pharmacies within the FMI membership.
•52% of consumers use technology in their grocery shopping.
• 49.7% of consumers in the United States own a smart phone. Importantly,
nearly as many shoppers are using their mobile phone while shopping (31%)
as shoppers using online coupons (32%).
• Yet, nearly 90% of shoppers still prefer to shop in store; not online!
• However, in March 2012, the Hartman Group reported 57% of consumers
sought a relationship with their primary grocery store, and more importantly,
the vast majority wanted the store to communicate with them online.

4. 4
Nationally
•The Market is comprised of 114,285,714 Households
•The Average Household Spends $105 per week on Groceries
•The Average Household goes to a grocery store 2.2 times per week
•Approximately $600 Billion is spent annually for Groceries
Locally: Los Angeles County
•The Los Angeles Market is comprised of 5,609,227 Households within 46
submarkets
•The Average Household Spends $172 per week on Groceries
•The Average Household goes to a grocery store 2.2 times per week
•Approximately $46 Billion is spent annually for Groceries
CONSUMER LANDSCAPE

5. GENERATION Y AND ONLINE CONSUMPTION
“Digital is reshaping the grocery shopping
experience in the post-recession economy,
as consumers turn to new channels to
help plan their shopping trips”.
-Gretchen Joyce, COO at MaxPoint
Interactive
Today’s reach of mobile
smartphone tech and the
personal and commercial
blend of social media networks
permit instantaneous
consumer interactivity on
grocery products, pricing and
information access
5

6. Source: Forrester Research Online Retail Forecast, 2012 to 2016
6
INCREASING TREND TO SHOP ONLINE

7. • More than 90% of shoppers regularly research products online before
purchasing them in-store.
• More than 40% of mothers responsible for grocery shopping and those in the
25-54 age group indicate that in the past year they have started shopping at
multiple grocery stores to get the best prices and deals. Further, 25% of
general shoppers check prices at multiple stores.
• 60% decide which brand to purchase while they are in the store based on
price, coupons and special promotions.
PRICE IS PARAMOUNT
7

8. INSIDE THE 21ST CENTURY GROCERY
CONSUMER
CONSUMER SELECTION BASED UPON
8

9. 9

10. A marketing platform to connect next generation shoppers with local vendors
10
A PROFILE-BASED PRICE AGGREGATOR
75% of consumers choose store based on price
alone. Dice Price provides a platform to service
this demographic of consumers.
PLATFORM FOR VENDORS TO FEATURE PRODUCTS
Dice Price also provides vendors with a platform
to compete against other vendors on select (or
even all) items such as alcohol or produce.

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12. 12

13. 13
MARKET FUNDAMENTALS &
REVENUE STREAMS
13

14. THE PRIMARY CONSUMER
AVERAGE WEEKLY SPENDING ON FOOD
July 9-12,2012 // GALLUP
14

15. 15
Revenue Streams
•Advertising- CPC and CPM model
•Coupon Revenue Stream (Still being defined)
•Loyalty Program Revenue Stream (Still be defined)
•Vendor Membership Fee Revenue (Still being defined)
•Includes Data Base Management for Local Vendors
•Includes Direct Marketing to Consumers
•Emails, Alerts, Texts of sale items of interest
•Includes Consumer Analytics and Shopping Habit Analysis
•Potential CPA model for in store pick ups
MARKET FUNDAMENTALS AND REVENUE STREAMS

16. 16
MARKET FUNDAMENTALS AND REVENUE STREAMS
Financial Model-Los Angeles County
Click on Summary to review full model
Region Los Angeles Average Year 1 Year 2 Year 3 Year 4
Potential Household Shopper 5,609,227 Total Gross Sales Volume $46,367,935,645 $47,758,973,714 $49,191,742,926 $49,191,742,926
Average Trips per week 2.2 Potential Household Views (1) 35,001,577 35,036,579 35,071,615 35,106,687
Amount Spent per Trip $78 Potential Penetration Sales Volume $24,111,326,535 $24,135,437,862 $24,159,573,300 $24,183,732,873
Avg Amount Spent/Week/Shopper $172.22
% of Shoppers using Technolgy 52% Potential Revenue(2)(3) $665,030 $840,878 $982,005 $1,053,201
Market Penetration-Yr. 1 20%
Market Penetration-Yr. 2 45% (1) Based on 52% of market shopping for groceries online or mobile and based on a HHLD expenditure of $172.20 per week
Market Penetration-Yr. 3 65% (2) Potential Revenue does not include revenue derived from Coupon, Loyalty, Membership, CPA as they need to be further define
CPI 3.00% (3) Based off the assumptions presented
House Hold Growth 0.10%
CPM Model
CPMModel $2.00
Impressions per users 2
Ads 5
CPC Model
CTR 3 3.0%
CPC Rate $0.50
Assumptions
Advertising Income Assumptions
Summary