Mamma’s Lavandaria

Anastasiia Pleshkova | Diogo Cardoso | Sofia Zubkova | Steffen Rilling

0 AGENDA

Customers and Problem

Solution

Technology

Marketing and Sales

Competition

Team

Traction

Financials

Calendar

1 CUSTOMERS

How can I manage to have time for everything?

I want someone taking care of my laundry!

1 PROBLEMCUSTOMERS

1 CUSTOMERS

How can I leverage my customer basis? I want someone to take care of my marketing

and order processes!

1 PROBLEMCUSTOMERS

2 SOLUTION

Mamma’s Lavandaria

2 SOLUTION

Local Laundry

NETWORK OF LOCAL LAUNDRIES

NETWORK OF USERS

3 TECHNOLOGY

3 TECHNOLOGY

4 MARKETING AND SALES

€ 50.000.000

4

3º) 33.404

1º) 3.988.227

2º) 334.038

MARKETING AND SALES

4 MARKETING AND SALES

WEB MARKETING

4 MARKETING AND SALES

INTRODUCTION DAYS

ON-CAMPUS PRESENCE

PARTNERSHIPS

4 MARKETING AND SALES

CORPORATE CAMPUS

OTHER COMPANIES

SMALL BUSINESSES

5 COMPETITION

Mamma’s Lavandaria

Big Laundry Chains Local Laundry Washing

Machine

Price

Convenience

Time-saving

Quality

Marketing

Personalization and Design

Variety of Services

Network

6 TEAM

Commercial Director of a student’s company which had a 15% increase sales

last year

CFO of a company that recently opened a rural

hospital in Tanzania

Analyst to adapt an international brand

into a national market

Member of a project to internationalize a

multinational Russian company to Ecuador

Interest by the Users 79% Value this time saving service

7 TRACTION

Already with orders!

24 ORDERS… in 2 weeks

7 TRACTION

Lavandaria LorentoLavandaria Atlântica

Lavandaria Luz da EstrelaLavandaria Aliança

Interest by the Laundries

7 TRACTION

8 FINANCIALS

Customer Lifetime Value

Revenues per

Customer

Costs

Referrals

∑ 115€Google Ads

Intro Days

Social Media

Pay per Click∑ 19€

Customer Acquisition Costs

Additions

Additional Purchases

8 FINANCIALS

1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536

-10,000 €

-5,000 €

0 €

5,000 €

10,000 €

15,000 €

-140,000 €

-70,000 €

0 €

70,000 €

140,000 €

210,000 €

Margin 30-40%

Operational Break-Even

Company Break-Even

MARKET VALIDATION

9 CALENDAR

What have we done so far…

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Cont

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BM 3

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9 CALENDAR

And how about the future…

9 CALENDAR

2014

Launch the Website fully-fledge

Continuous Feedback

Expansion to Porto Expansion to other Iberian

Cities

2015 2016

9 CALENDAR

? Q&A

THANK YOU FOR YOUR ATTENTION!

? Q&A

MAIN SLIDESCustomer and Problem– UsersCustomer and Problem – Local LaundriesSolutionTechnology – ProcessTechnology – UserMarketing and Sales – IntroMarketing and Sales – All CustomersMarketing and Sales – StudentsMarketng and Sales – Urban WorkersCompetitionTeamTraction – UsersTraction – OrdersTraction – Local LaundriesFinancialsCalendar

BACK-UP SLIDESMarketing PlanCompetitors – Big Laundry ChainsCompetitors – Local LaundriesCompetitors – Washing MachinesFinancials – AssumptionsFinancials – P&LFinancials – Balance SheetFinancials – Cash FlowsFinancials – Break-Even AnalysisImplementation Plan

! MARKETING PLAN

Activities JAN FEV MAR ABR MAY JUN JUL AUG SEP OCT NOV DEZ

Web Presence

Non-local Students

Induction Days

On Campus Presence

Ad Supports

Urban Workers

Campus Contacts

Companies Contacts

! IMPLEMENTATION PLAN

ACTIVITIES2014 2015 2016

1Q 2Q 3Q 4Q 1S 2S 1S 2S

Website 1.0

Website 2.0

Continuously Development

Continuously Evaluation of the Service

Expansion to Porto

Expansion to other Iberian Cities

! COMPETITORS – BIG LAUNDRY CHAINS

Advantages

Recognizable brand on the market

Benefits from network

Perceived high quality

More variaty of service

Convenient location

Advantages

Lower price compared to big laundry chain

More personalized approach

Perceived high quality of the service

! COMPETITORS – LOCAL LAUNDRIES

! COMPETITORS – WASHING MACHINES

Advantages

Available anytime you need

Cost per washing not very high

Bootstrapping

Operation from our Home No wages during the start, live from savings

Top-down Approach Customer

SAM non local students 70,792

SAM Urban worker 263,246

SAM Target Group 334,038

SOM - 10% use laundry 33,404

Market share 3rd year 15% 5,011

SalesGrowth 1st year 15%Growth 2nd year 8%Growth 3rd year 5%Quantitiy order per month 2.5x per monthIntermediate fee per order 2.00 €

Customer Lifetime ValueAverage fee per order 2.00 € Number of usage per week 0.625Average value per customer per week 1.25 €Lifespan 3yRetention Rate 70%Margin 30%Discount rate 15% Simple LTV 195 €Custom LTV 59 €Traditional LTV 91 €Average LTV 115 €

! FINANCIALS – ASSUMPTIONS

Year 1

Months

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sales 1042 1198 1377 1584 1822 2095 2409 2770 3186 3664 4214 4846

Personnel   0 0 1333 1333 1333 1333 1333 1333 1333 1333 1333 1333

Soc Security 0 0 147 147 147 147 147 147 147 147 147 147

Social Media 500 500 500 500 500 500 500 500 500 500 500 500

Pay per click 300 300 300 300 300 300 300 300 300 300 300 300

Introduction day's presence 0 495 0 0 0 0 0 495 0 0 0 0

Posters for Universities 0 675 0 0 0 0 0 0 0 0 0 0

Google Ads   1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633 1633

Bonus finishing platform 0 0 0 0 0 500 0 0 0 0 0 0

Legal Costs   0 0 4000 0 0 0 0 0 4000 0 0 0

Tax Advisory 0 0 0 0 0 0 0 0 2667 0 0 0

Unpredicted Expenses 63 63 63 63 63 63 63 63 63 63 63 63

EBIT -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869

Interest   0 0 0 0 0 0 0 0 0 0 0 0

EBT -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869

Tax   0 0 0 0 0 0 0 0 0 0 0 0

Net earnings -1455 -2469 -6599 -2392 -2155 -2381 -1567 -1701 -7457 -312 237 869

% of sales   -139.7% -206.1% -479.1% -151.0% -118.3% -113.7% -65.1% -61.4% -234.0% -8.5% 5.6% 17.9%

! FINANCIALS – P&L

Year 2

Months

  Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sales 5572 6018 6500 7020 7581 8188 8843 9550 10314 11139 12030 12993

Personnel 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413

Soc Security 155 155 155 155 155 155 155 155 155 155 155 155

Social Media 217 217 217 217 217 217 217 217 217 217 217 217

Pay per click 333 333 333 333 333 333 333 333 333 333 333 333

Introduction day's presence 0 325 0 0 0 0 0 325 0 0 0 0

Posters for Universities 0 320 0 0 0 0 0 0 0 0 0 0

Google Ads 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682 1682

Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0

Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0

Tax Advisory 0 0 0 0 0 0 0 0 2747 0 0 0

Unpredicted Expenses 83 83 83 83 83 83 83 83 83 83 83 83

EBIT 1688 1489 2615 3135 3697 4303 4958 5341 3683 7255 8146 9108

Interest 0 0 0 0 0 0 0 0 0 0 0 0

EBT 1688 1489 2615 3135 3697 4303 4958 5341 3683 7255 8146 9108

Tax 0 0 0 0 0 0 0 0 811 1669 1874 2095

Net earnings 1688 1489 2615 3135 3697 4303 4958 5341 2872 5586 6272 7013

% of sales 30.3% 24.7% 40.2% 44.7% 48.8% 52.6% 56.1% 55.9% 27.8% 50.1% 52.1% 54.0%

! FINANCIALS – P&L

Year 3

Months

  Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sales 14032 14734 15471 16244 17056 17909 18805 19745 20732 21769 22857 24000

Personnel 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456

Soc Security 160 160 160 160 160 160 160 160 160 160 160 160

Social Media 250 250 250 250 250 250 250 250 250 250 250 250

Pay per click 383 383 383 383 383 383 383 383 383 383 383 383

Introduction day's presence 0 375 0 0 0 0 0 375 0 0 0 0

Posters for Universities 0 330 0 0 0 0 0 0 0 0 0 0

Google Ads 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733 1733

Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0

Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0

Tax Advisory 0 0 0 0 0 0 0 0 2829 0 0 0

Unpredicted Expenses 117 117 117 117 117 117 117 117 117 117 117 117

EBIT 9934 9930 11372 12145 12958 13811 14706 15271 13804 17670 18758 19901

Interest 0 0 0 0 0 0 0 0 0 0 0 0

EBT 9934 9930 11372 12145 12958 13811 14706 15271 13804 17670 18758 19901

Tax 2285 2284 2616 2793 2980 3176 3382 3512 3175 4064 4314 4577

Net earnings 7649 7646 8756 9352 9977 10634 11324 11759 10629 13606 14444 15324

% of sales 54.5% 51.9% 56.6% 57.6% 58.5% 59.4% 60.2% 59.6% 51.3% 62.5% 63.2% 63.9%

! FINANCIALS – P&L

Year 1

Months

  Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Cash 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872

ASSETS 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872

Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0

Social Sec Payable 0 0 147 147 147 147 147 147 147 147 147 147

VAT payable -335 -902 -2080 -2289 -2445 -2652 -2672 -2723 -4097 -3829 -3434 -2894

Tax payable 0 0 0 0 0 0 0 0 0 0 0 0

Short term loans 0 0 0 0 0 0 0 0 0 0 0 0

                         

                         

Long term loans 0 0 0 0 0 0 0 0 0 0 0 0

Capital 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000

Retained Earnings -1455 -3923 -10522 -12914 -15069 -17450 -19017 -20718 -28175 -28487 -28250 -27381

LIABILITIES 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872

! FINANCIALS – BALANCE SHEET

Year 2

Months

  Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Cash 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912

ASSETS 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912

Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0

Social Sec Payable 155 155 155 155 155 155 155 155 155 155 155 155

VAT payable -2145 -1441 -479 603 1814 3165 1501 3090 4298 2029 4264 6720

Tax payable 0 0 0 0 0 0 0 0 811 2480 4354 6449

Short term loans 0 0 0 0 0 0 0 0 0 0 0 0

                         

                         

Long term loans 0 0 0 0 0 0 0 0 0 0 0 0

Capital 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000

Retained Earnings -25693 -24204 -21589 -18454 -14757 -10454 -5496 -155 2717 8303 14575 21589

LIABILITIES 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912

! FINANCIALS – BALANCE SHEET

Year 3

Months

  Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Cash 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081

ASSETS 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081

Accounts Payable 0 0 0 0 0 0 0 0 0 0 0 0

Social Sec Payable 160 160 160 160 160 160 160 160 160 160 160 160

VAT payable 2656 5312 8299 3165 6517 10065 3754 7638 11185 4436 9122 14071

Tax payable 8733 11017 12021 14814 17794 19359 22741 26253 27816 31880 36195 39160

Short term loans 0 0 0 0 0 0 0 0 0 0 0 0

                         

                         

Long term loans 0 0 0 0 0 0 0 0 0 0 0 0

Capital 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000 35000

Retained Earnings 29238 36884 45640 54992 64970 75604 86928 98686 109316 122922 137366 152690

LIABILITIES 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081

! FINANCIALS – BALANCE SHEET

Year 1Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Income

Capital 35000 0 0 0 0 0 0 0 0 0 0 0

Sales 1281 1473 1694 1948 2241 2577 2963 3408 3919 4507 5183 5960

Outgoing

Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0Personnel 0 0 1333 1333 1333 1333 1333 1333 1333 1333 1333 1333Social Security 0 0 0 147 147 147 147 147 147 147 147 147VAT settlement 0 0 0 0 0 0 0 0 0 0 0 0Social Media 615 615 615 615 615 615 615 615 615 615 615 615Pay per click 369 369 369 369 369 369 369 369 369 369 369 369Introduction day's presence 0 609 0 0 0 0 0 609 0 0 0 0Posters for Universities 0 830 0 0 0 0 0 0 0 0 0 0Google Ads 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009Bonus finishing platform 0 0 0 0 0 615 0 0 0 0 0 0Legal Costs 0 0 4920 0 0 0 0 0 4920 0 0 0Tax Advisory 0 0 0 0 0 0 0 0 3280 0 0 0Unpredicted Expenses 77 77 77 77 77 77 77 77 77 77 77 77Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0Debt Service 0 0 0 0 0 0 0 0 0 0 0 0Tax 0 0 0 0 0 0 0 0 0 0 0 0

Net cash flow 33211 -3036 -7630 -2602 -2310 -2589 -1587 -1752 -8832 -44 632 1410

Cumulative cash 33211 30174 22545 19943 17633 15044 13457 11706 2874 2830 3463 4872

! FINANCIALS – CASH FLOW

Year 2Months Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Income

Capital 0 0 0 0 0 0 0 0 0 0 0 0

Sales 6854 7402 7995 8634 9325 10071 10877 11747 12686 13701 14797 15981

Outgoing

Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0Personnel 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413 1413Social Security 147 155 155 155 155 155 155 155 155 155 155 155VAT settlement 0 0 0 0 0 0 3165 0 0 4298 0 0Social Media 267 267 267 267 267 267 267 267 267 267 267 267Pay per click 410 410 410 410 410 410 410 410 410 410 410 410Introduction day's presence 0 400 0 0 0 0 0 400 0 0 0 0Posters for Universities 0 394 0 0 0 0 0 0 0 0 0 0Google Ads 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069 2069Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0Tax Advisory 0 0 0 0 0 0 0 0 3378 0 0 0Unpredicted Expenses 103 103 103 103 103 103 103 103 103 103 103 103Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0Debt Service 0 0 0 0 0 0 0 0 0 0 0 0Tax 0 0 0 0 0 0 0 0 0 0 0 0

Net cash flow 2446 2192 3578 4217 4908 5654 3295 6930 4891 4986 10380 11564

Cumulative cash 7318 9510 13088 17305 22212 27866 31161 38091 42982 47968 58348 69912

! FINANCIALS – CASH FLOW

Year 3

Months

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Income

Capital 0 0 0 0 0 0 0 0 0 0 0 0

Sales 17260 18123 19029 19980 20979 22028 23130 24286 25500 26776 28114 29520

Outgoing

Fixed assets 0 0 0 0 0 0 0 0 0 0 0 0

Personnel 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456 1456

Social Security 155 160 160 160 160 160 160 160 160 160 160 160

VAT settlement 6720 0 0 8299 0 0 10065 0 0 11185 0 0

Social Media 308 308 308 308 308 308 308 308 308 308 308 308

Pay per click 472 472 472 472 472 472 472 472 472 472 472 472

Introduction day's presence 0 461 0 0 0 0 0 461 0 0 0 0

Posters for Universities 0 406 0 0 0 0 0 0 0 0 0 0

Google Ads 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131 2131

Bonus finishing platform 0 0 0 0 0 0 0 0 0 0 0 0

Legal Costs 0 0 0 0 0 0 0 0 0 0 0 0

Tax Advisory 0 0 0 0 0 0 0 0 3480 0 0 0

Unpredicted Expenses 144 144 144 144 144 144 144 144 144 144 144 144

Raw Materials 0 0 0 0 0 0 0 0 0 0 0 0

Debt Service 0 0 0 0 0 0 0 0 0 0 0 0

Tax 0 0 1612 0 0 1612 0 0 1612 0 0 1612

Net cash flow 5875 12586 12747 7011 16310 15746 8395 19155 15739 10921 23445 23238

Cumulative cash 75788 88373 101120 108132 124441 140188 148583 167738 183477 194398 217842 241081

! FINANCIALS – CASH FLOW