HOBBYCOOK Pitch Deck for Conquest Event

1. B-Plan template by
HOBBYCOOK
One line business description:
We aim to the online market for home-made food and aspire to be the
AMUL for #UrbanIndianWomen
City: Ahmedabad
Stage: Post-Pilot Stage
Type of business: B2C
Website url: www.hobbycook.in
Contact Person: Neel Shah
E-mail id: neel@hobbycook.in
Mobile: +91-9099005451, +91-9725144624

2. B-Plan template by
Background
Focused Business Strategy
Sales & Marketing + Delivery
Products / Mfg – Outsourced
Use Existing Resources
Women @ Home – Untapped
Workplace – Kitchen, Skills – Cooking
No Extra Skills / Efforts Required
Customers bored of same food
Lack of options in local tiffins
Look for quality, hygiene, convenience

3. B-Plan template by
Options
Canteens
Deteriorating
Quality & Hygiene
Restaurants
Oily, Spicy & Costly
Food Carts
Low on Hygiene &
Health

4. B-Plan template by
Introduction
HOBBYCOOK
The Home Food Market

5. B-Plan template by
Product / Service
• Food
Basic Need = Recession Proof = Steady Sales & Not Spurts
Frequency of Consumption = 4 times / day
• Demography
Rising urban & DINK (Double Income No Kids) population
Need for healthy food
• HOBBYCOOK connects customers to passionate homechefs in their city and
gives access to authentic regional cuisines, traditional ingredients, age-old
recipes and a variety of healthy, hygienic, freshly made, home food.
• Our TG is white collared working population, age 25 to 45, staying away from
home, working in IT / BPO, Telecom, Bank, or similar industries.
• Our USP is packaging, quality, variety, flexibility & convenience (doorstep
delivery)

6. B-Plan template by
How it Works?
AS SIMPLE AS
A-B-C-D

7. B-Plan template by
Team
Neel Shah
BE (EC) from DDIT + MBA / PGDM (Marketing & Strategy) from IIM Kozhikode
10+ years of corporate experience and a few start-ups
Chief Strategist and Business Growth Accelerator
Kunjan Shah
BE (EC) + MBA (Marketing)
10+ years of corporate experience and 5+ years of recruitment & sales consulting
Co-Founder / Partner who looks after Customer Relationship & Operations
Delivery Executives - Raju & Jigar - 10th Pass
Advisors / Mentors:-
• Sushil Handa - Founder of Claris Lifesciences + Flourish PureFoods Pvt Ltd
Helps define our Business Philosophy & Vision
• Smit Shah - IT Professional with 12+ years of experience - Based in USA
Helps in technology selection, upgrades, etc.
• Chirag Acharya - Finance Professional with 10+ years of experience
Helps in auditing our expenses and keeping our funds in check

8. B-Plan template by
What is the size of the opportunity
• Almost every person needs food. But not all are our customers.
About 35% of employees in any company work away from home. Our
Focus TG has about 100,000 such people. We aim to serve about
3,000 Customers everyday in Ahmedabad.
• This when replicated in other 8-10 cities over next 3 years, the
number goes to about 50,000 Daily Customers => Avg Sale of Rs 5
Lakhs / Day – ONLY LUNCH.
• In addition to lunch, the other revenue sources include evening
snacks, dry snacks, bulk orders / catering would contribute
another Rs 15 Crores leading to an annual revenue of about Rs 30
Crores in next 2-3 years.

9. B-Plan template by
Business model e.g. how do you plan to make money?
We aim to create a platform for thousands of homechefs across
India to register themselves and start selling.
On each sale, we have a marked-up price which includes our
costs (ex: packaging, delivery, marketing) and margin.
We aim to be the single biggest source of selling (long-life) home
made products across country and opt for a hyper-local model
within city

10. B-Plan template by
Competitive landscape
• Home Chef Aggregators
– ZuperMeal, RelishUs, MillionKitchen, CyberChef, MealTango, Meal Hopper,
itsPotluck, CookedIn
• Fresh / Healthy Meals
– Yumist, BiteClub, FreshMenu, InnerChef, Faaso’s,
• Others
– Restaurant Agg (FoodPanda, Swiggy, etc)
– Listing Services (Relisted, WatsCooking)
– HomeChef Invite (OUMK)
– Traditional (Tiffin Service, Office Canteens)
• Our competitive advantage is packaging, quality, flexibility, reliability,
service (overall experience)
• Relationship with both vendors and customers + strong word-of-mouth

11. B-Plan template by
Your goals
• Aug’16: 250 Daily Meals / Revenue of Rs 8 Lakhs / Month (~1Cr/Yr)
• Dec’16: Expand Product Categories and Add 1 City + Aim for 1000+
Daily Meals & Revenue of Rs 20LPM
• Dec’17: Exist in 5-7 Cities + Revenue of Rs 50LPM
• Dec’18: Exist in 10-12 Cities + Revenue of Rs 1CrPM
• In the next 5 years: Revenue of Rs 5CrPM
• Monthly Break-even by Dec’16 & Overall Profitability by Dec’17
Current achievements / status:
• 45 Meals / Day = Avg Rev of Rs 4,000 / Day = Rs 100,000PM
40% Subscriptions, 40% Repeat Buyes, 20% Ad-Hoc
Payment: 20% Online, 80% Cash

12. B-Plan template by
Funding objective
• We need Rs 2 Crores
to be invested in
technology, team and
fleet and be ready for
the growth in second
year
COSTS Year-1 Year-2
Technology 2,000,000 1,500,000
People 3,500,000 12,000,000
CapEx 2,000,000 5,000,000
OpEx 1,200,000 3,000,000
Sales & Marketing 1,800,000 3,600,000
Misc & Others 600,000 1,200,000
TOTAL 11,100,000 26,300,000
EXPECTATIONS Year-1 Year-2
Registered Users 2,000 10,000
% who buy 33% 20%
Daily Meals 660 2,000
Rs/Meal 100 100
Total Daily Revenue 66,000 200,000
Annual Meal Revenue 5,000,000 20,000,000
Other Revenues 1,000,000 10,000,000
TOTAL 6,000,000 30,000,000
Surplus / Shortfall -5,100,000 3,700,000

13. B-Plan template by

14. B-Plan template by
EXTENSIONS
Tatkal Quota On-Demand Meals
DIY / RTC
Meals
Custom Meal
Programs
School Meals /
Corporate Food
Coupons
Sweets / Desserts
Bakery Items Dry Snacks Breakfast Menu

15. B-Plan template by
GROWTH PLANS
– Chef Profiling & Networking
– Food Festivals
– Celebrity Chef Sessions
– Cooking Classes
– Knowledge Sharing
– Potluck Parties
– Cart / Kiosk
– Food Joint (OTP, BTP, FTP)

16. B-Plan template by
INSIGHT
• Self-Actualization
• Self-Esteem
• Social
• Safety
• Basic
• Home-made
• Exotic
• Junk
• Soda
• Chocol
ates