restaurants and cool stuff recommended by restaurant professionals

Stephen Duke | stephen@mashpotato.CO

604 369-2545

twitter: @mashnik

FOODIES want to cut through the noise

RESTAURANT professionals want to grow their online reputation.

…until now, there hasn’t been a place for foodies and restaurant people to connect and call their own.

THE social e-commerce platform where foodies get expert opinions about restaurants and cool stuff they can buy for their home.

Unlike the competition, MASHPOTATO’S recommendation engine is driven by chefs and restaurant professionals that want to build their online reputation and get more exposure & followers.

WHY MASHPOTATO NOW?

FOODIES want to follow their favorite chefs and restaurant people – and they’ll buy stuff…..it’s a $20 Billion market category.

Comparable e-commerce/food

• $2.5 Billion Valuation

• 2-years, $1Billion Valuation, $112 Million Revenues 2012

• UrbanSpoon $1Billion Valuation (rumored)

• Open Table $2.5 Billion Valuation

• Thrillist, $120 Million Valuation, total capital raised $15m, Revenues $60 M++

HOW? Business Model

ProfessionalsRecommendation

Engine

Foodies

Purchasing Power

restaurants, cool stuff, lifestyle

brands

PlacesSubscription

Marketing Services

Marketplace

Affiliate Revenue

• E-commerce 10% -15% Gross profit

• Subscription-based marketing services for restaurant and brands. Gross Profit 30%

16

MANAGEMENT TEAM

• 25-years of executive experience in technology and hospitality• consultant to top franchises on digital marketing & finance• co-founded George Mobile, high-growth technology start-up • co-founded and sold chain of 95 restaurants

STEPHEN DUKE, MBACEO

• 20+ years international e-commerce projects• founder of Marine Drive Mobile Corp.• developed, implemented and consulted on platforms for BestBuy, sears, Shoppers

Drug Mart, Yahoo, Rogers and Future Shop.

COLIN MACDONALDTechnocrat

• owner and chief designer for epic home designs• established and exited “Tastymon”, the leading supply of coffee to BC’s film

industry

STAN CHONGCreative Director

• experienced front and back-end developer• manages an amateur writing non-profit• restaurant experience

CHRIS ROUTHLead Developer

• 15-yrs designing for international clients, sesame street, ninth house, Motorola and Citigroup.

• teaches new media and web design at BCIT, and has presented his work at south by southwest.

ANTHONY CHARLESDesign Director

• designed web and branding for Coldwell Banker, Henderson development, NAI interactive, Tranzcom, personal mobility, London motor cars, Marco Polo tours

• web communication chair of graphic designers of Canada

PAULINE LAIUser Experience

STEVE LORENZVP Biz Dev

• co-founded e-Loan, Startup incubator, director various startups• experienced film producer• based in Silicon Valley

Example of some of the marketing tools available to Brands and Establishments.

How do we find Pros? And the Joes?

DISTRIBUTION: community building

� Restaurant Associations

� Chef’s Associations

� Linkedin and other social media interest “Groups”

� Hospitality Exhibitions/shows

� Food/Trade magazine publisher partnerships

� Food Network (online)

� Affiliate marketing networks

� Sponsored Ads

� food blog[s, ers]

� Social media

Mashpotato

Yelp Foursquare

Chefsfeed

FED Eater FAB Fancy Urbanspoon

Opentable

Primary Format

Social Network

Geo-App Geo-App App App Blog Store Store Geo-App App

ECommerce ���� X X X X X ���� ���� X X

Findrestaurants ���� ���� ���� ���� ���� X X X ���� ����

Ranked by experts ���� X X ���� ���� X ���� ���� X X

Ranked by anyone X ���� ���� X X X X X ���� ����

Make a Reservation ���� ���� ���� X X X X X ���� ����

User profiles���� ���� ���� X X X X X ���� X

Two-way

social network

���� X ���� X X X X X X X

Post content���� ���� ���� X X X X X ���� ����

Virtual currency ���� X X X X X X X X ����

Marketingservices ���� ���� ���� X X ���� X X ���� X

Competition Matrix

Exit

Series B $20m

Series A $5m

Series Seed $2m

Angel $300k

Founders $40k

Dominance

Growth

Launch

everywhere

Beta Launch

Alpha Launch

Planning/Design

we

are

he

re

2013 end Q3 Q2 2014 Q1 2015 2016

Finance Road Map

REVENUE: Early Adopters >>> Early Majority CHASM >>> Late Adopters

MASHPOTATO Business Model Canvas

Key Partners

Deal Management System for

“Offers” (DMS)

Foursquare (Database)

Amazon (E-Store)

Answers.com (Distribution)

Key Activities

Platform building:

simple log-in process

ready-to-curate content

(Gear)

implement Restaurant

database Social/game

mechanics

integrate social sharing

integrate (DMS) for “offers”

Branding:

front end UI development

Customer Development:

presentations to Beta market

organizations

Landing pages/Funnel

Social Media

SEO

Market Validation:

Vancouver Beta (closed)

Los Angeles Beta (closed)

Key City Beta (open)

Value Proposition

“Restaurants and Gear Rated

by Restaurant Pros for

Regular Joes”

Restaurant Pros:

“Finally, an easy way to build

a following and/or do more

business with less

complexity”

Regular Joes:

“Finally, a recommendation

engine for WHY you should

patronize a Restaurant or

buy certain kitchen Gear on

line”

Outcomes for Both:

status

recognition

economic value

Customer Relationships

Online Web-App

Mobile Website

Email

Social Media

Customer Segments

Restaurant Pros:

Chefs, Restaurateurs,

Bartenders, Servers,

Sommeliers, Baristas, food

Bloggers

Regular Joes:

People unsatisfied by review

apps like Yelp & UrbanSpoon

Urbanite “foodies”

followers of

Chefs/Restaurants

Cost StructureAWS

Hosting

Deal Management software

license (Rev Share)

Channels

Answers.com

Hospitality Conference

Seminars

Canadian/US Fed Chefs de

Cuisine; Chef’s Table Society

etc.

CFRA/USRA & their online

resources

Food/Dining Blogs

Social media followers of Pros

and Food Bloggers

Affiliate Sites

Social media marketing

SEO, SEM

Revenue Stream

Joes & Pros: Free to use

Subscription for Restaurants:

$10 +++/month

DMS for “Offers”

Enhanced Profile

Media Kit

Customer Data

Open Table Reservation

Commission $1.50/seat

E-Store Commissions 15%

Key ResourcesOperating System: Windows

Web server: Apache

Database: MySQL

API Framework: Django

(Python)

Client Side: jQuery,

Backbone.js , Underscore.js,

Jade, RequireJS, HTML5 and

CSS3