www.openinnovate.co.uk/bib
Presentation Roadmap -The Problem -The Opportunity -Our Proposal -The Business Model -Our Team -Marketing Analysis -Financials -The Road Ahead
The Problem
On the go drinks and snacks from vending machines usually are: •Expensive and with a fixed price
•Unhealthy •Not ecologically friendly (full of packaging)
This has led to the stagnation of the industry
The Opportunity
Changes in customer wants and technology, create new spaces for innovation
Customers are: •Looking for healthier snack alternatives •More aware of their environmental impact •Demanding more value for money The technology is cheaper than ever, nevertheless, few innovations have been introduced in vending machines
Our Proposal
Bringing this experience
And these quality snacks...
To the world of vending machines
Designing the ideal vending machine...
To create the ideal vending machine we need to combine creatively: •The principle of current bulk candy vending machines •The “post-mix” drink dispensing mechanism •The “pay per litre” system of petrol pumps
Combination of...
+
+
Creating in this way a unique value proposition that allows us to: •Sell any juice from concentrate, fizzy drink or granular snack charging per millilitre (or gram) •Stock the machines with products in bulk, avoiding in this way unnecessary packaging, reducing dramatically the costs and optimizing the critical internal space in the machine • Let the customer decide how much s/he wants to pay and consume
Some of these products have never been sold in bulk vending machines
(Usually they just stock sweets and spherical bubble gums because of their simplicity)
We allow nuts and dried fruits to be cheaper and more convenient than ever...
But also sexier...
Upgrading their perceived value and consumer awareness
And this also applies for drinks in “bulk�
***Note that these are regular post-mix machines, not automated coin vending machines, our proposal is similar in format but different in functionality***
Some of the most important features of the machine are: For drinks: There will be a selection of 3 Cup sizes with a cap and straw. A reusable optional plastic mug will be on sale. The customer will be able to use their own mug if wanted. There is a sensor to avoid overfilling of the container.
Some of the most important features of the machine are: For drinks (cont): Internally the machine holds one big body of refrigerated water (and the juice and/or soda concentrates). This allows us to stock hundreds of litres at once, making it extremely cost efficient compared with cans or bottles.
Some of the most important features of the machine are: For granular snacks: A paper bag will be supplied by the machine, the customer can choose and mix a selection of dried fruits, nuts and other healthy snacks.
To maintain freshness the machine has a regulated internal atmosphere
Key Differentiation and Advantages
Spare change? What makes us unique is that our customers can buy with any amount of cash that they choose. For example, if £1.00 buys 100 grams £1.10 can buy 110 grams and £0.90 can buy 90 grams
Why is this so important? For the customer: It is more convenient. S/he can always buy something starting from as low as 35p. If the customer has spare change, they can spend it and get a little more, making good use of the often useless low denomination coins (1p, 5p, 10p...)
Why is this so important? For our business: This can increase substantially the revenues in 2 ways: -We are able to sell to more people because they can buy less grams/millilitres if they don’t have enough cash -People with additional spare change can spend it to get more of a product. In economic terms this means that we can extract more value under the demand curve.
Eco-Friendly
•We only use recyclable packaging and as little as possible. •Our transport costs are substantially lower; each machine requires less restocking and there is no wasted space between the products. •We are energy efficient, it is easier to keep the machines cold and insulated
Business Model
Business Model Intellectual Property Licences
$(Licences)
Design and prototype of the machine
Self operated machines
$(products)
Production of the machines
Third party operated machines (With their own brands)
$(Licences) Brand Franchise
$(Commission and licences)
The Action Plan
•Fund the company in Chile and the UK •Apply to the Chilean innovation subsidy (£50,000)
Critical milestones to implement the project
•Start the design, R&D and develop the prototypes in Chile •Start the pilots of the machine in Chile and the UK (total 50 machines)
•Licence the technology to non competitive partners (like CocaCola and snacks firms)
Our Team 33
Chief Executive Officer
Pedro Parraguez
MSc in Innovation and Technology Management Work Experience as Trade Manager, Project Manager, Consultant and Part time Lecturer Founder partner of Rnovo Experienced in public and private innovation projects. From funding to execution.
Chief Financial Officer
Serial Entrepreneur and partner of HarneckerCarey
MBA & Licentiate in Economics and Management Sciences Senior Consultant
Allan Jarry
Chief Engineering Officer
Jorge Fuentes
Senior Intellectual Property and Technology Transfer Specialist
MBA & Mechanical Engineer
Innovation Consultant
Shareholders and Start-up Organization
Marketing Analysis
The global vending market Retailing US$11,171 bn
Store-based: grocery US$4,707 bn
Store-based: non-grocery US$5,809 bn
Packaged drinks vending US$32 bn
Tobacco products vending US$19 bn
Non-store: vending US$66 bn
Packaged foods vending US$6 bn
Non-store: homeshopping US$219 bn
Unpackaged drinks vending US$5 bn
Personal hygiene products Vending US$1 bn
Non-store: Internet retailing US$253 bn
Non-store: Direct selling US$118 bn
Other products vending US$3 bn
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
SWOT – Global Vending Socio-demographic
Taps into demand for convenience Fast-paced lifestyles in both developed and emerging markets is resulting in growing demand for ‘onthe-go’ products, which vending is ideally positioned to cater to
Competitive environment
Markets
Penetration of developed markets
Negative consumer perceptions
Developed markets offer a range of suitable vending locations such as stations, airports, shopping malls and leisure centres
Products sold via vending perceived as unhealthy, low quality, over-priced – or a combination of all three
Strengths Opportunities
Markets
Growing fastest in emerging markets Strong growth in emerging powerhouse economies, particularly Russia and China. Improving facilities and infrastructure offer a growing number of sites suitable for vending machines
Weaknesses
Better products, wider variety New/better products and more payment options (e.g. electronic cards) enables a greater variety of products and higher price points. Better technology improves product storage and delivery
Security and payment constraints Security concerns limit sites, payment issues such as unsuitable coin denominations can hinder sales (India) and lack of electronic payment options restricts higher unit price vending
Threats Competitive environment
Product development
Technology
Other convenience retail channels Demand from busy consumers spurs growth of other convenience retail convenience stores, foodservice outlets, longer opening hours – all competing with vending for sales
Legislative
Smoking bans, environmental laws Smoking bans will continue to impact tobacco vending: environmental/recycling laws will also create new costs and challenges for vending operators
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
Global Vending – a US$66 Billion Market Vending accounted for 0.6% of the US$11 trillion global retail market in 2008 The global vending market experienced solid growth in the early part of the 20032008 period, but decline in the important tobacco products category meant that by 2008 global value sales had returned to 2003 levels
Global sales are expected to continue falling to 2013.
US$bn, Fixed 2008 Exchange Rates
Global Vending Market Value 2003-2113 70 60 50 40
30
66.2
66.2
62.6
2003
2008
2013
20 10 0
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
Traditional Vending Products Lead Category Sales
Bubble size shows product sector share of market, range displayed: 1.3 - 48.8%
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
World Markets, Growth and Size Regional Vending Markets: Comparison 2003-2008, 2008-2013 Growth (CAGR 2003-2008, %)
20
Eastern Europe
15 Latin America 10 Asia Pacific
5
North America Middle East and Africa
0
Australasia
-5 Western Europe
-10 -5
0
5 Growth (CAGR 2008-2013, %)
10
15
Bubble shows total market size 2008, US$
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
New Demands
New Technology
Convenience
Vending products responding to consumers’ ‘on-the-go’ lifestyles range from umbrellas and books to hot pizzas and freshly-made French fries
Health
Increasing consumer concerns about health and wellness have widened the choice of healthy vended products such as bottled water, sports drinks, low-calorie foods and even fresh fruit “Premiumisation”
Development in captive vending and changing consumer tastes have led to a premiumisation trend. This has influenced product quality, but also other factors such as a focus on vending Fairtrade products
M a r k e t D y n a m i c s
Customer interface Innovations such as touch-screen controls help vending machines to offer information and advice on more complex products, such as OTC healthcare and consumer electronics Packaging
New packaging options widen product
options, such as drinks pouches which enable drinks to be mixed to demand from concentrates Delivery mechanisms
New systems such as vending machine
manufacturer Sielaff’s ‘SoftDrop’ delivery or Wurlitzer’s ‘Smart Waiter’ machine means that fragile items such as glass bottles, yoghurts and digital cameras can now be vended Payment
Electronic payment technology has
allowed vending to branch out beyond its traditional low-price product range
Key Product Trend – Healthier Packaged Foods Packaged foods vending; another category affected by growing health and wellness (H&W) trends
‘Unhealthy’ packaged foods such as confectionery and crisps were banned from vending machines in UK schools in 2006
French schools saw a blanket ban on all vending in 2005; a voluntary code
Growth in the key packaged foods categories of confectionery and sweet and savoury snacks shows healthier products are a small but fast-growing area
Mainstream vs H&W - Packaged Food Value Sales Growth 12
10
8
% 6
4
2
0 CAGR 2002-07
CAGR 2007-12
Confectionery H&W confectionery
Sweet and savoury snacks H&W sweet and savoury snacks
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
Our Consumers Demographically they are between 13 and 35 years old, live or works in urban areas desiring convenience, a healthy lifestyle and the desire for affordable food on the go.
Our Industrial Customers (B2B)
Big drinks and snacks companies like Coca-Cola and Pepsi + potential licensees like vending machine manufacturers + Entrepreneurial Franchisers
Competitors
The Single Brand Operator:
The Coca-Cola Co
Market leader in global vending: over 2% value share in 2008
Present throughout Europe, Asia
US$ bn at fixed 2008 exchange rates
Competitive landscape
Pacific, the Americas and Middle East/Africa
2.0
The Coca-Cola Co, Global Vending Sales 2004-2008
1.5 1.0 0.5 0.0 2004
2005
2006
2007
2008
The Multi-brand Operators:
Lekkerland
Europe-based Lekkerland Deutschland GmbH & Co KG is vending’s second biggest global operator with value share of just under 2% in 2008
Key markets are Germany, Belgium and the Netherlands
Selecta AG
The company operates both captive and public vending machines across 23 markets, with 150,000 machines serving 25,000 companies and total annual sales of nearly US$900 million
Financials 50
UK – Chile potential market sales forecast 500 450 400 350
300 250
Chile - CLP to £ mn
200
United Kingdom - £ mn
150 100 50 0 2010
2004 Chile – (CLP m) United Kingdom – (£ m)
37262.6 848.6
2011
2005
2012
2006
2013
2013
2014
38357 38987.3 39590.9 41740.9 39833.7 41902.4 44344.6 47254.3 50457.6
54021
944.2
436.8
834.8
2007
628.8
2008
2014
470.5
2009
446.2
2010
438.2
2011
435.4
2012
434.1
434.5
Source: EUROMONITOR 2009 Global Retailing, Vending - The Future of Automated Retail
What Do Vending Purchases Pay For?
Machines Buying Leasing Replacing Upgrading R&D
Product
Operation
Distribution
Commission
Products Ingredients Packaging
Repair Maintenance Power
Delivery Refilling
Payments to site owners
•Sources of initial funding: Chilean innovation subsidies in the form of seed funding up to £50,000 Chilean angel investors up to £150,000 Partners initial investment up to £100,000 TOTAL: £250,000 to start up without using any bank credit
•Initial R&D requirements:
1 year office rent + related costs (Chile): £12,000 Design, engineering and prototyping costs: £120,000 Intellectual property protection at least in Chile, the US and the UK: £20,000 Technology Acquisitions: £50,000 TOTAL: £202,000
•Initial marketing, legal and other expenses: £48,000 •Cash to start: £50,000
•TOTAL start-up costs: £250,000 •Estimated cost per machine: £5,000 •Cost to serve a machine: £15 per visit •Each machine should generate a monthly gross profit of at least £400 pounds/month
Key financial data
Highlights and sales by year
***All the values are in pounds
By the third year we should break even
In sum: lots of challenges ahead but a big business in the horizon!