Business Plan Read Deck

Business Plan Read
Deck
Green Office
Pedro Ferreira
Samuel Hiltbrunner

2
Table of contents
a) Executive Summary………………………………………….. page 3
b) Value Proposition (Product and/or Service)........................ page 4-5
» Customers/Users, Prototype
» Value Proposition
c) Market and Competition………………………………………. page 6-7
» Market size
» Direct and Indirect Competition
» USP
d) Implementation………………………………………………… page 8-9
» Key Partners, Key Activities, Key Resources, Sustainability
» Go-to-market strategy
e) Financials (steady state)...................................................... page 10
» Revenue Model, Cost Blocks
» P&L (steady state)
Appendix:
» More details, explanations, diagrams, photos of the prototype …

Executive Summary
Have you ever been to a grocery store and wondered how environmental friendly the products you buy really are? Well if
you did, than we are the right company for you. The value we provide for our customers is a platform where you can
compare the grocery products you daily buy according to their ESG scores (Environmental, Social and Governance) as
well as their price and then based on those informations decide which ones you want to buy.
Our customer target group in the beginning will be green party voters in Germany with an age of 30-60 years, who we
want to charge a monthly fee of 0,99 € for using our app. We chose this customer group because our interviews
revealed that most students do not have so much excess cash that they could only focus on environmental aspects
when going shopping for groceries and our target group is most likely to have enough excess cash because of their age
and to be interested in having an sustainable impact. Therefore our serviceable obtainable market has a size of roughly
52 million Euro per year.
Our main competition are food deliverers like Gorillas or Rewe who have their own platform for grocery shopping online,
but our offer is unique in the way that there is no other platform at the market where you can compare different brands of
the same food according to their ESG scores. We want to get those scores by partnering up with ESG rating agencies in
the beginning and in a later stage of business development by employing own analysts who evaluate them for us.
In the first year our company will be unprofitable which will make an angel investment necessary, but we will have our
break even in the second year and will reach steady state approximately in the third year of being in business.
Executive Summary
3

Value Proposition
4
Value Proposition
Problem
Many people want to see how sustainable the grocery
products are when they go shopping. They also want to
compare them to each other to find the most sustainable
product which fits in their willingness to pay.
Our Solution
Creating a platform where our customers can see the ESG
scores related to the product they want to buy and can
therefore compare the different products according to their
sustainability and price.
Interviews 1
We conducted problem and solution interviews with
interviewees of mixed age and gender which revealed that
our target customer group in the beginning will most likely
be in the middle age as students and older people mostly
do not have so much excess cash to just focus on
sustainability when they shop for groceries.
Users and Customers
In the beginning our customers and users will be
the same, specifically the people who use our
platform to shop for their daily foods. They will be
charged a small monthly subscription fee by us for
using our platform. After we have built a sufficienly
large number of users to have some negotiation
power in the market our customers will change to
be food deliverers like Gorillas, Flink or Rewe.
Those we want to charge for supplying them with
the shopping lists of our users, so they can deliver
the products to them. Then we want to gradually
reduce the monthly fees for our users to stimulate
the growth of user numbers. Eventually we want to
drop the monthly fee for users completely to make
them „real“ users.

Prototype 2 Value Proposition
5

Market
TAM
824M €
SAM
81M €
SOM
52M €
Total adressable market (TAM) 3 :
• 69,38M adults in Germany
• 0,99 € monthly fee for using our platform
‣ 69,38M * 0,99 € * 12 = 824,234M € / year
Serviceable available market (SAM):
• 60,4M people with the right to vote at Bundestagswahl 2021
• 76,6% voter turnout
• 14,8% result for green party
‣ 60,4M * 0,766 * 0,148 * 0,99 € * 12 = 81,347M € / year
Serviceable obtainable market (SOM):
• 28,77M people with the right to vote between 30-60 years of age
• 76,6% voter turnout
• 20% of the people between 30-60 years who voted voted for the green party
‣ 28,77M * 0,766 * 0,2 * 0,99 € * 12 = 52,362M € / year
Decision for market and growth perspective
We decided to choose our target customer/user group in the beginning to be green party voters between 30-60 years
old. This is because 30-60 years old people who are green party voters are most likely to have an sufficient amount of
excess cash to think about sustainability when they shop for groceries and they care about shopping for sustainable
products. The growth perspective for our market is good as the awareness for sustainability is rising.
Market and Competition
6

Competition
Direct Competition
Our direct competitors are mainly food deliverers like Rewe, Gorillas or Flink who have own platforms to get
and stay in touch with the customers. The retail business is a tough place to enter a market as there are
already strong established competitors. Nevertheless the success of Gorillas in the last few years proofs that
the retail business is also a market where you can get market shares fairly quick with the right idea. Another
competitor is the app Klimateller where you can compute the CO2 emissions of the food you are preparing.
We differ from them in the way that with Klimateller it is not possible to compare different brands of the same
food according to their complete ESG scores and not just according to CO2.
Indirect Competition
The strengthen of awareness for sustainability, which is our strongest tailwind in a mid-term horizon, is
actually our strongest indirect competition in the long run. Sooner or later there will probably be a point in time
when all grocery products will be produced in an eco friendly way and will have a good ESG score. This will
make our ESG comparing platform more or less redundant in a long term view.
Unique Selling Proposition
We want to offer accurate ESG scores for grocery products on our platform, which none of our direct
competitors is doing at the moment. In the beginning we want to get those scores from ESG rating agencies,
but later on we will evaluate them ourselves and protect us that way from imitation.
Market and Competition
7

Implementation
Key Partners
In the beginning we want to get the ESG scores from ESG rating agencies with whom we want to partner up.
In a later stage of the business development we also want to make business with food deliverers like Gorillas
or Rewe, who we want to supply with the shopping list of our users.
Key Activities
We need to develop our platform (probably an app for smartphones) and get the ESG scores for the grocery
products, first by partnering up with ESG rating agencies and later on by employing own analysts, who
evaluate the scores for us. We also need to advertise our app to our target customer group.
Key Resources
We need to develop and promote our platform. Therefore we need programmers as well as sales and
marketing employees. We also need the ESG scores for the grocery products, for which we will employ
analysts to evaluate them ourselves later on.
Sustainability
The main focus of our platform is to increase the public awareness for sustainability. Therefore we want to
enable people to compare their grocery products according to ESG ratings as well as the price, so they can
decide themselves later on how they want to spend their money and can see the impact they have by doing
so.
Implementation
8

Go-to-market strategy
Develop
market ready
platform
Reach 100K
subscribers
Partner up with
food deliverers like
Gorillas and Rewe
Searching for angel
investors
Hire analysts for
evaluating ESG
scores ourselfes
Reach 1M
subscribers
Reach 10K
subscribers in
target group
Introduce customer
experience
features to platform
Help making the
world a better place
Implementation
9

Financials
• In the first year we will make losses, which will require an angel investment, after that we will make profits
and break even in the second year of operation
• Steady state will be reached in the third year with around 1M customers
• Calculations were only made based on monthly payment fees by our users, who will be in the beginning also
our customers. After the third year and with over a million users our power in the market will be large enough
to negotiate with food deliverers about supplying them with the shopping lists of our customers in exchange
for a small fee. At that point we will start to gradually reduce the monthly fees of our users until they drop to
zero and compensate that by the revenue we make from charging the food deliverers.
Financials
10

Appendix
Appendix
11

Footnote 1
Appendix
12

Footnote 2
Appendix
13

Footnote 3
Number of people living in Germany for different
ages (31.12.2021):
Voters behavior at Bundestagwahl 2021 for different ages:
Voter turnout at different Bundestagswahlen: Number of people with right to vote at Bundestagswahl 2021
for different ages:
Appendix
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