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WHY TO GO FROM ONLINE TO OFFLINE?
NOAH Berlin
June 2018
Three Conferences, One Mission: Empower the European Digital Ecosystem
To provide a physical marketplace
that facilitates funding of
digital European companies
at all stages
Mission MissionMission
To promote Israel - European
relationships and enable funding
To bring together future-shaping
executives and investors active
across segments driven
by digital revolution
Connecting
Capital with
Entrepreneurs
Connecting European
Champions
and Challengers
Connecting Israel’s Startups
with Large Corporates
and Investors
30-31 October 2018
Old Billingsgate, London
13-14 June 2019
STATION Berlin
9-10 April 2019
Haoman 17, Tel Aviv
ONLINE SHIFT IN PRESCRIPTION GLASSES JUST STARTED
AND OFFERS HIGH GROWTH POTENTIAL
Early Stage Intermediate Stage Mature Stage
Prescription
Glasses
~10%
Premium
Sunglasses
20-25%
Contact
Lenses
30-40%
Online Market Penetration
(volume)
OUR VISION:
BECOME EUROPE’S FAVORITE WAY AND PLACE TO BUY EYEWEAR
3
MISSION
We disrupt the highly
attractive
eyewear market through an
online-driven omni-channel
approach
VALUE PROPOSITION
Better prices
Average saving 30-40%
The best pair for your
Largest assortment in
stock
Easy and fast
Best buying experience
All the service you need
Omni-channel service
network
…EUROPE’S FAVORITE WAY AND PLACE TO BUY EYEWEAR
4
Largest European Online Eyewear Retailer
>3 Mio.
Customers
>10
Countries
Largest assortment in
stock and best customer
service
Largest European
omni-channel
network
WHY IS MISTER SPEX FOCUSING ON OMNI-CHANNEL?
Mister Spex Customer Demographics
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
95
Mister Spex Customer
Prescription Required
Total Population
Huge Growth
Opportunity:
40-60 year olds
Population Germany 82m
Vision Impaired 45m
Mister Spex Customer >2m
Already 15% of 20-30 year
old eyewear buyers in
Germany are customers
of Mister Spex
Strategic Goals of our Omni-Channel Concept
#1 Educate new customers across all age groups
#2 Enter age group of 40-60 year olds
#3 Build basis for same day delivery network
BASIS FOR OUR OMNI-CHANNEL SUCCESS
Foundation
of our
omni-channel
success
• Strong Brand: >60% aided awareness
• 1st omni-channel experience with >600
partner opticians since 2011
• Continuous in-depth customer research
Vision
Build the best omni-channel customer
experience in eyewear retail
+
OBSERVATION: USER JOURNEY TRACKING
? Do I find the right glasses?
? How expensive is it?
? Can I look around by myself?
? Do I find my way around?
? Do I get enough consulting?
! Display of varied assortment
! Pricing visible on display
? Too many options and no overview
? Do I get it cheaper somewhere else?
! Welcome to shop by yourself
! Sorting of glasses by user model
! Support with feedback
! Use visual overview to explain the system
! Transparent pricing through visuals
100% participants with doubt
0%
50%
ConcernsMitigationsCompetitorsPerformance
1. In Front
2. First
Guidance
3. Model
Selection
4. Glass
Consultancy
5. Eyesight Test 6. Purchase
7. Pickup /
Aftersales
Competitor 1
Competitor 3
Competitor 2
Competitor 4
CREATE
PURCHASING PROCESS: SYNCHRONIZING ON- AND OFFLINE
Selection of glasses
through filters
(size, face, shape)
Selection of glasses
sorted by shape and
size
ONLINE PLUS OFFLINE
Online trial or ordering of
four glasses for
home trial
„Box of four“,
Consulting Desk
PURCHASING PROCESS: SYNCHRONIZING ON- AND OFFLINE
Online order
Quick delivery within
3-10 days
Order (create customer
account) + payment
Pick-up and fitting within
3-10 days
Glas selection
Eyesight test at a local
optician
Glas selection
Eyesight test in
refraction room
ONLINE PLUS OFFLINE
MISTER SPEX RETAIL STORE #1 OPENED FEBRUARY 2016 IN
BERLIN WITH FOCUS ON LEARNING AND OPTIMIZATION IN 1ST YEAR
SO FAR WE OPENED A TOTAL OF 9 STORES
IN PRIME RETAIL LOCATIONS IN GERMANY
Our stores
Berlin – Alexa
Berlin – Steglitz
Bochum
Bremen
CentrO – Oberhausen
Dortmund
Erfurt
Essen
Frankfurt – MTZ
Münster coming soon
THE STORE – HOW TO DISPLAY THE ASSORTMENT
Same filters
as online
Sorting from
large to small
THE STORE – “SHOPPING EYEWEAR”
All product
information
on one card
Easy access
= shopping
Box of four
= home trial
THE STORE – DIGITAL USP & CAMPAIGN COMMUNICATION
Consulting Desk
Digital Screen
THE STORE – SAME PROMOTIONS ONLINE & OFFLINE
Digital Screens
& Campaign
Management
OMNI-CHANNEL IT PLATFORM TO CREATE
A SEAMLESS CROSS-CHANNEL-EXPERIENCE
Frame selection +
wish list/ basket
Appointment
booking
Store check-in Eye-exam with
digital eyesight
profile creation
Lens recommen-
dation + eyesight
profile update
Purchase +
payment
Pick-up + serviceDigital signage +
promotions
1
2
4 5 63 7 8
CRM +
repurchase
9
3
4
5 6
7 8
HOMEHOMESTORE
Mister Spex – Offline Store
Smart E-commerce
Optician
1. Brand Leverage
▪ Quick and efficient attraction without
additional marketing through power of
brand in Germany (Brand Awareness)
▪ Competitors with similar label assortment
are far behind in (brand) comparison
3. Feedback & Brand Building
▪ Skilled (new) customers will
purchase again online
(significant online
repurchasing rate within the
first year)
▪ Stores as touchpoints for
successful brand building
(Awareness, trust, liking,
knowledge)
2. Profitable growth within a new target
group - rather conservative group of
customers (new customers)
OFFLINE AS AN IMPORTANT ADDITIONAL BUSINESS MODEL ON
THREE LEVELS
One store gives us:
20-60k views a day
500-2,000 visitors a day
AND MOST IMPORTANT: CUSTOMER REALLY LIKE IT!
Mister Spex
customer reviews
4.85/ 5.00
THANK
YOU
Selected Completed NOAH Transactions
Focus on Leading European Internet companies
Covering over 400 companies across 25 online
verticals, a broad range of over 500 investors as
well as 100+ online-focused corporates
Deep understanding of industry dynamics
Ability to add value beyond banking advice
Facilitates overall process and minimizes
management distraction
NOAH Advisors is globally well connected
and has direct access to virtually all key
players in the industry
Knowledge of and strong relationships with
potential buyers’ key decision makers
Proactively finds and unlocks attractive
investment opportunities for leading investors
Annual NOAH Conference in its 8th year
Over 40 years of combined relevant M&A experience
Routine execution of M&A and financing transactions
with sizes of several billion euros
30 successfully completed NOAH Advisors transactions
underline successful transfer of M&A competencies to
the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures align
interests of clients and NOAH Advisors, and demonstrate
conviction to deliver top results
Creative deal solutions
December 2014
September 2014
October 2014
May 2014
Sale of 100% of
for $800m to
Exclusive Financial Advisor to
Fotolia and the Selling Shareholders
Sale of 100% of
for €80m to
Exclusive Financial Advisor to
Trovit and its Shareholders
Sale of controlling stake in
to
Exclusive Financial Advisor to
Facile.it and its Shareholders
sold 100% of
for $228m to a joint venture between
Exclusive Financial Advisor to Yad2
and its Shareholders
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET
CORPORATE FINANCE BOUTIQUE
September 2016October 2016
December 2016
Financial Advisor to Oakley Capital
®
Marco Rodzynek
Managing Director & Founder
marco.rodzynek@noah-advisors.com
Jan Brandes
Managing Director
jan.brandes@noah-advisors.com
The NOAH Advisors Core Banking Team
Acquisition of a Majority Stake in
by
from
at a valuation of €300m
Investment in
Exclusive Financial Advisor to KäuferPortal
and its Shareholders
by
84% Ownership
Financial Advisor to Silver Lake
Investment in
by
August 2017
Financial Advisor to EMK Capital
Acquisition of a Majority Stake in
by
at a valuation of $200m
Aleksander Skwarczek
Analyst
aleksander.skwarczek@noah-advisors.com
Nikhil Parmar
Director
nikhil.parmar@noah-advisors.com

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Mister Spex - NOAH18 Berlin

  • 1. WHY TO GO FROM ONLINE TO OFFLINE? NOAH Berlin June 2018
  • 2. Three Conferences, One Mission: Empower the European Digital Ecosystem To provide a physical marketplace that facilitates funding of digital European companies at all stages Mission MissionMission To promote Israel - European relationships and enable funding To bring together future-shaping executives and investors active across segments driven by digital revolution Connecting Capital with Entrepreneurs Connecting European Champions and Challengers Connecting Israel’s Startups with Large Corporates and Investors 30-31 October 2018 Old Billingsgate, London 13-14 June 2019 STATION Berlin 9-10 April 2019 Haoman 17, Tel Aviv
  • 3. ONLINE SHIFT IN PRESCRIPTION GLASSES JUST STARTED AND OFFERS HIGH GROWTH POTENTIAL Early Stage Intermediate Stage Mature Stage Prescription Glasses ~10% Premium Sunglasses 20-25% Contact Lenses 30-40% Online Market Penetration (volume)
  • 4. OUR VISION: BECOME EUROPE’S FAVORITE WAY AND PLACE TO BUY EYEWEAR 3 MISSION We disrupt the highly attractive eyewear market through an online-driven omni-channel approach VALUE PROPOSITION Better prices Average saving 30-40% The best pair for your Largest assortment in stock Easy and fast Best buying experience All the service you need Omni-channel service network
  • 5. …EUROPE’S FAVORITE WAY AND PLACE TO BUY EYEWEAR 4 Largest European Online Eyewear Retailer >3 Mio. Customers >10 Countries Largest assortment in stock and best customer service Largest European omni-channel network
  • 6. WHY IS MISTER SPEX FOCUSING ON OMNI-CHANNEL? Mister Spex Customer Demographics 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 Mister Spex Customer Prescription Required Total Population Huge Growth Opportunity: 40-60 year olds Population Germany 82m Vision Impaired 45m Mister Spex Customer >2m Already 15% of 20-30 year old eyewear buyers in Germany are customers of Mister Spex Strategic Goals of our Omni-Channel Concept #1 Educate new customers across all age groups #2 Enter age group of 40-60 year olds #3 Build basis for same day delivery network
  • 7. BASIS FOR OUR OMNI-CHANNEL SUCCESS Foundation of our omni-channel success • Strong Brand: >60% aided awareness • 1st omni-channel experience with >600 partner opticians since 2011 • Continuous in-depth customer research Vision Build the best omni-channel customer experience in eyewear retail +
  • 8. OBSERVATION: USER JOURNEY TRACKING ? Do I find the right glasses? ? How expensive is it? ? Can I look around by myself? ? Do I find my way around? ? Do I get enough consulting? ! Display of varied assortment ! Pricing visible on display ? Too many options and no overview ? Do I get it cheaper somewhere else? ! Welcome to shop by yourself ! Sorting of glasses by user model ! Support with feedback ! Use visual overview to explain the system ! Transparent pricing through visuals 100% participants with doubt 0% 50% ConcernsMitigationsCompetitorsPerformance 1. In Front 2. First Guidance 3. Model Selection 4. Glass Consultancy 5. Eyesight Test 6. Purchase 7. Pickup / Aftersales Competitor 1 Competitor 3 Competitor 2 Competitor 4
  • 10. PURCHASING PROCESS: SYNCHRONIZING ON- AND OFFLINE Selection of glasses through filters (size, face, shape) Selection of glasses sorted by shape and size ONLINE PLUS OFFLINE Online trial or ordering of four glasses for home trial „Box of four“, Consulting Desk
  • 11. PURCHASING PROCESS: SYNCHRONIZING ON- AND OFFLINE Online order Quick delivery within 3-10 days Order (create customer account) + payment Pick-up and fitting within 3-10 days Glas selection Eyesight test at a local optician Glas selection Eyesight test in refraction room ONLINE PLUS OFFLINE
  • 12. MISTER SPEX RETAIL STORE #1 OPENED FEBRUARY 2016 IN BERLIN WITH FOCUS ON LEARNING AND OPTIMIZATION IN 1ST YEAR
  • 13. SO FAR WE OPENED A TOTAL OF 9 STORES IN PRIME RETAIL LOCATIONS IN GERMANY Our stores Berlin – Alexa Berlin – Steglitz Bochum Bremen CentrO – Oberhausen Dortmund Erfurt Essen Frankfurt – MTZ Münster coming soon
  • 14. THE STORE – HOW TO DISPLAY THE ASSORTMENT Same filters as online Sorting from large to small
  • 15. THE STORE – “SHOPPING EYEWEAR” All product information on one card Easy access = shopping Box of four = home trial
  • 16. THE STORE – DIGITAL USP & CAMPAIGN COMMUNICATION Consulting Desk Digital Screen
  • 17. THE STORE – SAME PROMOTIONS ONLINE & OFFLINE Digital Screens & Campaign Management
  • 18. OMNI-CHANNEL IT PLATFORM TO CREATE A SEAMLESS CROSS-CHANNEL-EXPERIENCE Frame selection + wish list/ basket Appointment booking Store check-in Eye-exam with digital eyesight profile creation Lens recommen- dation + eyesight profile update Purchase + payment Pick-up + serviceDigital signage + promotions 1 2 4 5 63 7 8 CRM + repurchase 9 3 4 5 6 7 8 HOMEHOMESTORE
  • 19. Mister Spex – Offline Store Smart E-commerce Optician 1. Brand Leverage ▪ Quick and efficient attraction without additional marketing through power of brand in Germany (Brand Awareness) ▪ Competitors with similar label assortment are far behind in (brand) comparison 3. Feedback & Brand Building ▪ Skilled (new) customers will purchase again online (significant online repurchasing rate within the first year) ▪ Stores as touchpoints for successful brand building (Awareness, trust, liking, knowledge) 2. Profitable growth within a new target group - rather conservative group of customers (new customers) OFFLINE AS AN IMPORTANT ADDITIONAL BUSINESS MODEL ON THREE LEVELS One store gives us: 20-60k views a day 500-2,000 visitors a day
  • 20. AND MOST IMPORTANT: CUSTOMER REALLY LIKE IT! Mister Spex customer reviews 4.85/ 5.00
  • 22. Selected Completed NOAH Transactions Focus on Leading European Internet companies Covering over 400 companies across 25 online verticals, a broad range of over 500 investors as well as 100+ online-focused corporates Deep understanding of industry dynamics Ability to add value beyond banking advice Facilitates overall process and minimizes management distraction NOAH Advisors is globally well connected and has direct access to virtually all key players in the industry Knowledge of and strong relationships with potential buyers’ key decision makers Proactively finds and unlocks attractive investment opportunities for leading investors Annual NOAH Conference in its 8th year Over 40 years of combined relevant M&A experience Routine execution of M&A and financing transactions with sizes of several billion euros 30 successfully completed NOAH Advisors transactions underline successful transfer of M&A competencies to the Internet sector Entrepreneurial mind-set, focused on growing the business and establishing a reputation for excellence Ability to deliver top results in short time frames Highly success-based compensation structures align interests of clients and NOAH Advisors, and demonstrate conviction to deliver top results Creative deal solutions December 2014 September 2014 October 2014 May 2014 Sale of 100% of for $800m to Exclusive Financial Advisor to Fotolia and the Selling Shareholders Sale of 100% of for €80m to Exclusive Financial Advisor to Trovit and its Shareholders Sale of controlling stake in to Exclusive Financial Advisor to Facile.it and its Shareholders sold 100% of for $228m to a joint venture between Exclusive Financial Advisor to Yad2 and its Shareholders Unique Industry Know-How Unmatched Network and Relationships Strong Investment Banking Competence Full Commitment - We Are Entrepreneurs! EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE September 2016October 2016 December 2016 Financial Advisor to Oakley Capital ® Marco Rodzynek Managing Director & Founder marco.rodzynek@noah-advisors.com Jan Brandes Managing Director jan.brandes@noah-advisors.com The NOAH Advisors Core Banking Team Acquisition of a Majority Stake in by from at a valuation of €300m Investment in Exclusive Financial Advisor to KäuferPortal and its Shareholders by 84% Ownership Financial Advisor to Silver Lake Investment in by August 2017 Financial Advisor to EMK Capital Acquisition of a Majority Stake in by at a valuation of $200m Aleksander Skwarczek Analyst aleksander.skwarczek@noah-advisors.com Nikhil Parmar Director nikhil.parmar@noah-advisors.com