Where can we disrupt & innovate in the Pet Industry? Investor pitch deck sample, innovation in the dog food segment

1. CAFÉ FOR DOGS

2. AGENDA
INTRODUCTION
 Lickuid Silver
 Management Team
MARKET
 Market Overview
 Competitive Landscape
 Humanization Trend
 Café aspirational example
OUR CAFE
 Introducing Lickuid Silver Café
 Operations
 Customer Profile
 Café Product Concept
 Revenue and Business Model
 Go-to-Market Strategy: Test Market & Full Scale

3. A place where dogs are served organic food in sterling silver
feeding bowls (the best natural antibacterial agent) in the
Starbucks-like unhurried, comfortable environment.
Following a rapidly accelerating
humanization trend in a pet industry, we
are here to merge pet food and traditional
human specialty cafe segments into one,
by introducing a disruptive pet food
distribution environment that takes the
Health Code out of the equation.
Martha Stuart treating her
dog, Ghenghis Khan, to an
afternoon tea at the Plaza
www.themarthablog.com
Lickuid Silver Café For Dogs

4. Management Team
CEO & Creative Director. Working with a top talented team to build up-
and-coming, science backed, organic dog food cafe in NYC. Designing the
merchandise line to incorporate the methodology of using sterling silver
(the best natural antibacterial agent in the world) as the main material for
animal feeding bowls.
CFO & Investor Relations. Working across various finance areas such as
Reporting, Financial Planning & Analysis, Customer Finance, Credit and
Collections and setting up finance functions from the ground up. Point
person for Investor Relations.
CMO Brand Manager & Customer Relations. Overseeing overall
marketing functions, with focus on brand building and PR. Building
network relationships with publishing and TV media and developing
strategies on future partnerships.
SEO & SMO. Manager in charge of all SEO/SMO operations, with good
understand of analytics and tech, working together with CMO to bring
brand vision to life in the cyber space.

5. Pet food Market Overview
Market Size and Growth
(all numbers are as of Dec, 2013)
Recent Trends
• Importance of the human/animal
bond – strong humanization factor
• Increase in spending per dog due to
premiumization
• Aging pet population (As of April
2014, 42% of dog owners have a dog
age 7 or older)
Premium
Pet Food
Market
• Overall pet food market - $28.2B
• Natural and organic pet food market -
$7.3B
• Natural and organic dog food market -
$3.1B
Natural and organic pet food market is
expected to grow at 14.6% CAGR for the
2014-2019 period
• 83% of total distribution channels
are super stores
• 17% of distribution was at ‘other
retailers’, i,.e. specialized local pet
shops, Whole Foods and emerging
online retailers specializing in
premium dog food
Distribution Channels
• As of July, 2014, 45% of pet owners
feel that natural/organic brand pet
products are better than standard
products, up from 38% in August, 2012
• 41% of dog product purchasers agreed
that they would buy organic products
more often if they would be more
available
Customers
1Packaged Facts, Pet Food in the US, 11th edition, September 2014

6. Price Increase
Traditional and
Online Retailers
Upscale and
Local Pet Food
Chains
Online Specialty
and “Made at
Home, Delivered
to your Door”
local start ups
Pet-friendly,
NYC
premium/luxury
hotels
PetCo is starting
to invest into
“Made in U.S.A.”
premium dog
food brands
Krieser’s the “the
Whole Foods of
pets” specialty
store targets the
“healthy and
organic”
customer base
Growing number
of start ups, local
and online (some
in seed stages)
The Bowery Hotel
The SoHo Grand
Hotel
The Ludlow
Hotel
The Plaza…
Competitive Landscape

7. Pet Humanization
Lookingoutsideofthepetbox
Large U.S. insurance and financial
services companies are buying Pet
Insurance companies
Human food companies use cute
pets to stay “relevant & on trend”
LIVE @ the #VMAs
@shelterpets “we are about to
see a lot more of these friends”
Pets are used in fashion promotion
and magazines as “humans” who
live glamorously
NFL Super Bowl goes to Dogs!
Puppy Supper Bowl!
BGS, graduate school honor
society, offers Pet Insurance to its
members as one of major benefits

8. Café Aspirational Example:
Pet deli in Germany
Pet Deli in Germany is a type of
café we are looking to open in the
US starting with NYC, and then
expanding into Northeast and
West Coast
This is a typical cafe business
model with retail sales and food
delivery option, in an innovative
and pet friendly environment

9. We serve organic
food for dogs in a
cafe environment
It is the ‘in-between
time’ location for
people who like to
spend time with their
dogs outside of
homes
Our Dog Cafe

10. MaleorFemale Graduate degree
Urban Dweller
Full time,
+$80k job
Single or in relationship
Social Media
savvy
Healthy lifestyle
“Earn & Spend” buying
power
“Pet Parent”
Source: www.makers.com/blog/high-earning-women-millennials
young urban
millennials are looking
for a small, easy to care
for pets for
companionship, mostly
dogs in NYC
The Nurturers:
Dedicated to the
concept of a holistic
and organic lifestyle, and mirror it
their dog food purchase decisions
The Dwellers:
See the café
primarily as
“the third place”, where they can
relax and take a breath from a fast
city lifestyle, as an alternative to
“Home”
Customer Profile
Premium/organicdog foodsegment – urban areas

11. Customer Profile on

12. Optimized Operations Model:
Café hours will be morning for breakfast
and evening for dinner to allow dog
owners to feed their dogs fresh organic
food while taking an outside walk, thus
spending more time with their “pet
children “
Mid-day, Café will offer food delivery &
pick up for dog walkers, who take care
of the pets while owners are at work
Operations Model

13. Café Product Concept
All organic dog food sold in café will be curated by animal
nutritionist and veterinarians, sources from all organic brands,
and customized based on customer's size & flavor preferences
Chicken
Beef
Fish
Choice #1
Choice #2
Choice #3
Type of meat Veggies mix
Rice
Choice #2
Choice #3
Carbs
All ingredients
mixed and served
fresh in a silver
bowl
*Choices will be developed by an expert chef and nutritionist, and
approved by local veterinarian

14. Café Merchandize Concept
All dog food sold in our café will be served in sterling silver bowls
 “An increasing antibiotic resistance in humans and animals
has renewed global interest in using silver as an
antibacterial agent“
https://microbewiki.kenyon.edu/index.php/Silver_as_an_Antimicrobial_Agent
 Sterling silver was found to be the most effective
antibacterial metal with least toxicity to animal cells
 No germs can live after being in contact with silver for over
six minutes in food or water
Why Sterling Silver? Posh or Healthy Lifestyle?
We are serving HEALTH in a silver bowl!
For more see www.lickuidsilver.com/science-of-silver/

15. Revenue Model
Products Description
Advertising
• Advertising revenue from various partnerships
Dog meals and treats
• Dog customized meals
• Dog treats and energy bars
• Dog crystal fresh water
Category
Beverages for dog
owners
• Bottled beverages, allowed to be sold in proximity to animal
food by Health Code
Point of Sale items
• Order engraved silver bowls
• Other accessories
• Gift cards
Food delivery
• Food delivery option for interested dog owners and dog
walkers

16. Lickuid Silver Business Model
Lickuid Silver Lickuid Silver team 10/1 1
Convenience of urban
location for organic dog
food
Newness of bringing pets
along for a cafe
experience
Customization of organic
dog food i.e. selling by
weight instead of by cans
Niche Market – people
preferring to spend time
outside of their houses
with their dogs in urban
areas. Pet Parents
Segment - dog owners
who are looking for top
of the line, fresh, organic
dog food
Physical café
environment where
customers and their dogs
can experience one-on-
one customer
relationship, building the
brand value
Dedicated personal
assistance with food
selection process, and
post-purchase interaction
with dog-customers
inside the cafe
Serving and interacting
with pet owners and
their dogs inside the cafe
Variety of top of the line
organic dog food
selections
Physical café
location/building
Café Operations
Legal/Licensing
Brand Image
Coopetition - Alliance
with local organic dog
food manufacturers
Buyer-supplier
relationships with key
organic dog food
suppliers & the US
vendors
Partnering with NY
magazines and social
influencers to bring
awareness to the
brand/cafe
Primary product - dog meals and treats
Food delivery
Secondary Product - beverages for dog owners
Point of Sale items – silver bowls merchandize
Advertising – utilizing physical location and deliveries
Fixed costs - lease/rent, café workers salaries, utilities, insurance
Variable costs – dog food sourcing, will reach economies of scale with
larger orders
Economies of scope – co-promoting merchandize with food sales

17. Lickuid Silver Business Model
Construct
Customer
relationships
Human factor
in operations
brand known
for healthy
lifestyle

18. Go To Market Strategy
Test marketing – pop up shop
We are building a crowdfunding campaign to raise money for
pop up shop to test the market
• Pop up shop will use existing organic food options (outsourcing) in
order to avoid upfront legal compliances. This will allow us to focus
solely on studying the concept of dog owners bring their dogs to eat
at the café
• Preliminary location for pop up shop is Williamsburg due to lower
cost, proximity to the City and the appropriate target market
customer
• Pop-up shops will test and refine the concept and gather feedback
for full business launch. Will build full scale BASE sales forecast,
refining tension points.

19. Go To Market Strategy (continued)
Full scale dog cafe
Open Dog Café in the center of the pet life – West Village
Social Media
 Facebook, Twitter, Pinterest, Instagram, Vine
Dog walkers network
Media appearance such as newspapers, magazines, TV
Partnerships with dog hotels, dog salons and veterinaries
Partnerships with luxury pet friendly human hotels

20. APPENDIX

21. Pet Food Channel
2014 stats
“OTHER” will be our
channel of
distribution:
A. limits competitive
response
B. more control over
price/margins
C. more control over
quality

22. Geographic Location For Café
State, city selection
Top 3 cities for our customer to live in based
on our customer profile:
• Pet food sales (pet parents)
• Organic food consumption trend
(humanization trend)
• Rental and leasing (urban)
New York, NY # 1
CITY DESTINATION
FOR DOG CAFÉ

23. Geographic Location For Café
(continued)
Neighborhoodselection
NYC, Lower West Side # 1
NEIGHBORHOOD DESTINATION
FOR DOG CAFÉ
Young and Rich
Households, 2014
Unattached and Available,
2014
Median Age,
2014
C
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t
o
m
e
r
s
e
g
m
e
n
t

24. Pet Humanization
Psychographics

25. Pet Food Seasonality
Google Trend shows little to no seasonality on “pet food”, slightly higher demand
from May-September
Google Trend shows a slight decline in search from October - March on “organic” and
“natural”, and slightly higher demand from April-September = Warm time trend.
Otherwise seasonality does not play a large role in sales.

26. Detailed Competitive product
analysis