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1Delivery Hero AG. Company Presentation.
From
Startup to
Giant
Felix Plog
February 13th 2018
2Delivery Hero AG. Company Presentation.
About Me
3Delivery Hero AG. Company Presentation.
N/A
Experience
SVP Global Operations at Delivery Hero
March 2017 - Present
Co-Fou...
4Delivery Hero AG. Company Presentation.
CMO & CF CEO & CF COO & CF
Country
Management
IR
M&A
Sales
Finance
Legal
HR
Count...
5Delivery Hero AG. Company Presentation.
2013
2014
2015
2016
2017
0.3 m
orders
14 countries
2 brands
28 m $ raised
>350 em...
6Delivery Hero AG. Company Presentation.
The Building Blocks of Success
7Delivery Hero AG. Company Presentation.
Entrepreneurial Founders
Awesome Team
Stage 1: The Startup COO
Solve the fund-gro...
8Delivery Hero AG. Company Presentation.
Entrepreneurial Founders
9Delivery Hero AG. Company Presentation.
Be a Band of Brothers and Sisters
10Delivery Hero AG. Company Presentation.
It’s Always Day 1
11Delivery Hero AG. Company Presentation.
Awesome Team
12Delivery Hero AG. Company Presentation.
Create an Environment to Grow
• Indecision
• Slow Speed of Execution
• Underperf...
13Delivery Hero AG. Company Presentation.
Put Rock Stars in Leadership Positions
A → A
B → C
14Delivery Hero AG. Company Presentation.
Master Your Recruiting Process
15Delivery Hero AG. Company Presentation.
Party, Laugh and Cry Together
Social Champion
16Delivery Hero AG. Company Presentation.
Stage 1: The Startup COO
Drive the development of a
successful blueprint.
17Delivery Hero AG. Company Presentation.
Set Up a Strong Technology Development
Process
Problem
Statements
(Business)
Dis...
18Delivery Hero AG. Company Presentation.
Hire functional experts to build strong and
scalable business processes
Sales Op...
19Delivery Hero AG. Company Presentation.
Build a Reasonably Good Service in One Market
Frontend
Business Processes
Backen...
20Delivery Hero AG. Company Presentation.
Fully Capture the Customer’s UX
Platform
Website Mobile
Page Loading Time
Page l...
21Delivery Hero AG. Company Presentation.
Stage 2: The Growth COO
Scale.
22Delivery Hero AG. Company Presentation.
Margin
Increase
Commission
Reduce
Manual
Handling
Reduce
Logistics
Costs
Be in C...
23Delivery Hero AG. Company Presentation.
Adjust the Operating Model Continuously
Function Start Step 1 Step 2
Tech Centra...
24Delivery Hero AG. Company Presentation.
Empower the Organization to Scale
COUNTRIES FUNCTIONS
MANAGEMENT
TECH
OKRs & Ann...
25Delivery Hero AG. Company Presentation.
Finally: Who Will Pay for All of This?
Raise/Keep
Sufficient
Funds
Grow the
Busi...
26Delivery Hero AG. Company Presentation.
27Delivery Hero AG. Company Presentation.
Important Notice
• ALL FINANCIAL FIGURES INCLUDED IN THE FOLLOWING PRESENTATION ...
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"From Startup to Giant"  by Delivery Hero's SVP of Global Operations

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What does it really take to be an industry leader? ✨
The food delivery market is super fragmented and very tough to aggregate. But this also means huge gains for the one who will "rule them all” 

 Delivery Hero has become the largest food network serving over 40 countries and partnering with +150,000 restaurants. Now valued over $5B, it was the largest IPO in Europe in the last 2 years!

Felix Plog is SVP of Global Operations for Delivery Hero, and previously co-founded Foodpanda (acqu. by the group in 2016) which was the leader in emerging markets. In this presentation, he shares the challenges of ramping up operations in one of the most competitive and disruptive industries, mass-launching new markets, consolidating operations across many business units and leveraging technology to be ahead of competitors. ✨

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"From Startup to Giant"  by Delivery Hero's SVP of Global Operations

  1. 1. 1Delivery Hero AG. Company Presentation. From Startup to Giant Felix Plog February 13th 2018
  2. 2. 2Delivery Hero AG. Company Presentation. About Me
  3. 3. 3Delivery Hero AG. Company Presentation. N/A Experience SVP Global Operations at Delivery Hero March 2017 - Present Co-Founder/Managing Director/COO (exit to Delivery Hero Group in 12/2016) at Foodpanda September 2013 - February 2017 (3 years 6 months) CEO & Managing Director at wallstreet:online AG January 2009 - September 2013 (4 years 9 months) Managing Director AS Financial Media at Axel Springer SE January 2009 - July 2010 (1 year 7 months) Head of Portfolio Management at Axel Springer AG March 2008 - December 2008 (10 months) Senior Consultant/Project Manager at Roland Berger Strategy Consultants 2002 - 2007 (6 years) Education Technical University Berlin
  4. 4. 4Delivery Hero AG. Company Presentation. CMO & CF CEO & CF COO & CF Country Management IR M&A Sales Finance Legal HR Country Management Operations Logistics Product/Tech BI Marketing The Management Team
  5. 5. 5Delivery Hero AG. Company Presentation. 2013 2014 2015 2016 2017 0.3 m orders 14 countries 2 brands 28 m $ raised >350 employees 2 m orders +9 acquisitions 26 countries 9 brands +80m $ raised >850 employees 17 m orders +11 acquisitions 28 countries 22 brands +202 m $ raised >2.500 employees 28 m orders +1 acquisition 26 countries 13 brands 0 m $ raised >2.300 employees 292 m orders 40+ countries 26 brands >2b € tot. funding >6.000 employees 330 m $ and 21 acquisitions later
  6. 6. 6Delivery Hero AG. Company Presentation. The Building Blocks of Success
  7. 7. 7Delivery Hero AG. Company Presentation. Entrepreneurial Founders Awesome Team Stage 1: The Startup COO Solve the fund-grow-exit challenge Stage 2: The Growth COO
  8. 8. 8Delivery Hero AG. Company Presentation. Entrepreneurial Founders
  9. 9. 9Delivery Hero AG. Company Presentation. Be a Band of Brothers and Sisters
  10. 10. 10Delivery Hero AG. Company Presentation. It’s Always Day 1
  11. 11. 11Delivery Hero AG. Company Presentation. Awesome Team
  12. 12. 12Delivery Hero AG. Company Presentation. Create an Environment to Grow • Indecision • Slow Speed of Execution • Underperformers • Micromanagement • Transparency • Fast Conflict Resolution • Clear Ownership • Empowerment & Management by Objectives
  13. 13. 13Delivery Hero AG. Company Presentation. Put Rock Stars in Leadership Positions A → A B → C
  14. 14. 14Delivery Hero AG. Company Presentation. Master Your Recruiting Process
  15. 15. 15Delivery Hero AG. Company Presentation. Party, Laugh and Cry Together Social Champion
  16. 16. 16Delivery Hero AG. Company Presentation. Stage 1: The Startup COO Drive the development of a successful blueprint.
  17. 17. 17Delivery Hero AG. Company Presentation. Set Up a Strong Technology Development Process Problem Statements (Business) Discovery (Product) Development (Tech) QA (Product) Success Criteria (Business) Gatekeeper
  18. 18. 18Delivery Hero AG. Company Presentation. Hire functional experts to build strong and scalable business processes Sales Ops Vendor Management Customer Care Logistics
  19. 19. 19Delivery Hero AG. Company Presentation. Build a Reasonably Good Service in One Market Frontend Business Processes Backend KPI Layer • CRM • Contact Center Solution • Closed Loop Ticketing System • Accounting System Core • 90% of task volume incl. contact handling defined and supported by backend • Functional reporting • UX focused reporting
  20. 20. 20Delivery Hero AG. Company Presentation. Fully Capture the Customer’s UX Platform Website Mobile Page Loading Time Page layout Personal Account Functionality Search Functionality Navigation Number of steps required to order Website Desktop Personal account functionality Number Of Steps required to order Search Functionality Page Layout Navigation Page Loading Time Iphone Personal account functionality Search functionality Navigation Number of steps required to order Location Accuracy App loading time Android Navigation Location Accuracy Search functionality Number of Steps required to order App Loading Time Personal account functionality Ipad App Loading time Number of steps required to order Location accuracy Personal account functionality Search functionality Navigation Ordering Experience Search Restaurant list Talabat recommendations Search Functionality Restaurant Logs Information on restaurant Customer Restaurant Review Variety of restaurants Look through the menu Variety of Dishes Food Categorization Special Offers Customer Comments Food Descriptions Options for Kids Eas Ti INTERNAL: REORDER RATE EXTERNAL: NPS DRIVER TREE
  21. 21. 21Delivery Hero AG. Company Presentation. Stage 2: The Growth COO Scale.
  22. 22. 22Delivery Hero AG. Company Presentation. Margin Increase Commission Reduce Manual Handling Reduce Logistics Costs Be in Control of Your P&L Before You Scale Orders Improve Customer Cohorts Increase Frequency Marketing Drive Growth Improve CACs PC2 PC3 Fixed Costs Build Local Teams Frontload Investments to Start Operations Don’t bullshit yourselves!
  23. 23. 23Delivery Hero AG. Company Presentation. Adjust the Operating Model Continuously Function Start Step 1 Step 2 Tech Central Central Central Marketing - Online Central Central Central Marketing - Offline Central Local Regional Sales Central Local Local Contact Center Central Local Regional Restaurant Ops Central Local Local Logistics Central Local Regional Finance Central Local Regional Strong central supervision to force standards
  24. 24. 24Delivery Hero AG. Company Presentation. Empower the Organization to Scale COUNTRIES FUNCTIONS MANAGEMENT TECH OKRs & Annual Goal Setting prioritizes blueprint provide services & monitor set targets set targets
  25. 25. 25Delivery Hero AG. Company Presentation. Finally: Who Will Pay for All of This? Raise/Keep Sufficient Funds Grow the Business Maximize Exit • Dedicate one senior manager to fundraising • Acquire funding opportunistically • Conserve cash as a tactical reserve • Tech (BI/Product/IT) should be core investment • Steady growth better than peaks • Never lose growth momentum
  26. 26. 26Delivery Hero AG. Company Presentation.
  27. 27. 27Delivery Hero AG. Company Presentation. Important Notice • ALL FINANCIAL FIGURES INCLUDED IN THE FOLLOWING PRESENTATION ARE BASED ON IFRS, UNLESS NOTED OTHERWISE. THE 2014, 2015 AND 2016 DELIVERY HERO FINANCIAL INFORMATION AND THE 2015 AND 2016 FOODPANDA FINANCIAL INFORMATION IS AUDITED (UNLESS OTHERWISE INDICATED). • For the purposes of this notice, “presentation” means this document, its contents or any part of it. This presentation does not, and is not intended to, constitute or form part of, and should not be construed as, an offer to sell, or a solicitation of an offer to purchase, subscribe for or otherwise acquire, any securities of the Company, nor shall it or any part of it form the basis of or be relied upon in connection with or act as any inducement to enter into any contract or commitment or investment decision whatsoever. • This presentation is neither an advertisement nor a prospectus and should not be relied upon in making any investment decision to purchase, subscribe for or otherwise acquire any securities. The information and opinions contained in this presentation are provided as at the date of this presentation, are subject to change without notice and do not purport to contain all information that may be required to evaluate the Company. No reliance may or should be placed for any purpose whatsoever on the information contained in this presentation, or any other information discussed verbally, or on its completeness, accuracy or fairness. • The information in this presentation is of preliminary and abbreviated nature and may be subject to updating, revision and amendment, and such information may change materially. Neither the Company nor any of its directors, officers, employees, agents or affiliates undertakes or is under any duty to update this presentation or to correct any inaccuracies in any such information which may become apparent or to provide any additional information. • This presentation is not an offer of securities for sale in the United States. The securities of the Company are not and will not be registered pursuant to the provisions of the US Securities Act of 1933, as amended (the “Securities Act”) or with the securities regulators of the individual states of the United States. The securities may not be offered, sold or delivered, directly or indirectly, in or into the United States except pursuant to an exemption from the registration and reporting requirements of the United States securities laws and in compliance with all other applicable United States legal regulations. The Company does not intend to register its securities under the Securities Act or to conduct a public offering of securities in the United States. • Sales in the United Kingdom are also subject to restrictions. The securities are only available in the United Kingdom to, and any invitation, offer or agreement to subscribe, purchase or otherwise acquire such securities in the United Kingdom will be engaged in only with, such relevant persons to whom it may lawfully be communicated (“Relevant Persons”). Any person in the United Kingdom who is not a Relevant Person should not act or rely on this presentation or any of its contents. • Certain information (including industry, market and competitive position data) in this presentation is based on the Company’s own internal research and management estimates. In addition, certain data points in this presentation are selective and may not necessarily be representative for the Delivery Hero Group. Such research, estimates and data points have been made in good faith and represent the current beliefs of members of management. The Company and those management members believe that such research, estimates and data points are founded on reasonable grounds. However, by their nature, research and estimates as well as the data points may not be correct or complete, and their underlying methodology and assumptions, have not been verified by any independent source for accuracy or completeness. Accordingly, no representation or warranty, express or implied, is given that such research, estimates or data points are correct or complete. • The presentation and discussion contain forward looking statements, other estimates, opinions and projections with respect to anticipated future performance of the Company (“Forward- looking Statements”). These Forward-looking Statements can be identified by the use of forward-looking terminology, including the terms “believes,” “estimates,” “anticipates,” “expects,” “intends,”, “aims”, “plans”, “predicts”, “may,” “will” or “should” or, in each case, their negative, or other variations or comparable terminology. These Forward-looking Statements include all matters that are not historical facts. They appear in a number of places throughout this presentation and include statements regarding the Company’s intentions, beliefs or current expectations concerning, among other things, the Company’s prospects, growth, strategies, the industry in which it operates and potential or ongoing acquisitions. By their nature, Forward- looking Statements involve significant risks and uncertainties because they relate to events and depend on circumstances that may or may not occur in the future. Forward-looking Statements should not be read as guarantees of future performance or results and will not necessarily be accurate indications of whether or not such results will be achieved. Similarly, past performance should not be taken as an indication of future results, and no representation or warranty, express or implied, is made regarding future performance. The development of the Company’s prospects, growth, strategies, the industry in which it operates, and the effect of acquisitions on the Company may differ materially from those made in or suggested by the Forward-looking Statements contained in this presentation or past performance. In addition, even if the development of the Company’s prospects, growth, strategies and the industry in which it operates are consistent with the Forward-looking Statements contained in this presentation or past performance, those developments may not be indicative of the Company’s results, liquidity or financial position or of results or developments in subsequent periods not covered by this presentation. Any Forward-looking Statements only speak as at the date of this presentation is provided to the recipient and it is up to the recipient to make its own assessment of the validity of any Forward-looking Statements and assumptions. No liability whatsoever is accepted by the Company in respect of the achievement of such Forward-looking Statements and assumptions.

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