The Proposition

Vardoma delivers easy, delicious and healthy recipes & all the ingredients you need to cook them - once a week directly to your doorstep.

=

+

• Original Idea: Sweden

• Austria: KochAbo- founded in March 2012

• Expansion to Germany, Switzerland and Slovakia

The Idea and Background

• Start of operations: April 2013

• Deliveries to Bratislava & surroundings

• Operations based in Austria

• High- quality groceries from Austrian producers

Set-Up in Slovakia: vardoma.sk

Vienna

Bratislava

Focus on Bratislava region

Set-Up in Slovakia: vardoma.sk

Petra Dobrocká Country Manager Slovakia petra@vardoma.sk www.vardoma.sk

CONFIDENTIAL

Easy-to-use website and on-line orders

CONFIDENTIAL

The Market

Online grocery retail is the last frontier in e-commerce. Our model will get there first in countries where eFood is now emerging.

Cheaper customer

acquisition & higher LTVs Reduced Complexity

These factors enable us to efficiently and quickly capture a small slice of a gigantic pie:

Food Retail Industry (2010)

Austria Germany

€ 27.9bn

Slovakia Switzerland

€ 202bn € 7.6bn € 22.7bn

Online Share of Food Retail

AT, 2010 DE, 2010 SK, 2010 CH, 2010 UK, 2010 2015 0.0%

1.0%

2.0%

3.0%

4.0%

0.1% 0.1%

2.5%

0.5%

3.2%

~0.05%

4,000% growth projected

Market size

Higher quality of service

Easier Logistics

CONFIDENTIAL

Role Models show disruptive business model

Several international models have delivered the proof-of-concept for both food e-commerce and recipe subscription services

17. Mai 2013 CONFIDENTIAL

• 6,000 users / week

• Sweden #2

• Founded 2007

• Franchise

•Online grocer

•New York metro

• 250m in sales, 2010

• Founded 2002

• Subscription-based model -> predictable revenue & higher customer lifetime value

• Zero return rate due to fresh products

• Small subscription base (few thousands) already produce positive cash-flows

• Even small markets like Sweden sustain multiple multi-million companies

• 22,000 users / week

• Sweden #1

• Founded 2008

• Franchise

Sweden US

The Team

CH/LI Christian Ersing, CEO

5+ years of experience in food purchasing, extensive management experience

Marc Pallioppi, CEO Marketing and management experience at FIFA,

Oliver Holle CEO, SpeedInvest

Bo

ard M

em

be

rs

Folker Gussek, ex-board member Penny International

Paul Weinberger, Partner i5invest, GCP Venture Partner

Werner Wutscher, ex-board member REWE Group Austria

Michael Ströck, CEO KochAbo

Werner Zahnt, Partner SpeedInvest

Michael Ströck, CEO KochAbo

Man

age

me

nt AT/SK

DE Michael Merler, COO Serial entrepreneur and 17 years of exp. in int. food and logistics companies.

Felix Stäritz, CEO/CMO Serial entrepreneur and management consultant

Philipp Stangl, CEO AT IT & Business graduate and ex-management consultant

Michael Ströck, CEO/CTO Management experience in sev. industries 10+ years software dev/web tech

Alexander Haiden, CMO +10 years marketing/comms specialist psychology and statistics background

HOLDING

Netw

orks

Petra Dobrocka, Country Manager SK Business Graduate Monika Mikulova, Business Development SK Business Graduate

CONFIDENTIAL

Competition and Defensibility / Positioning

Our established presence and brand equity through TV advertising and A-List testimonials give us an edge in the two highest-margin food-markets in Europe

KochAbo Group’s positioning

KochAbo_Germany_2012-04-14.pptxKochAbo_Germany_2012-04-14.pptx

Austria Slovakia Switzerland (+ LIE)

Competition’s positioning

Germany

Top 3 Player

Strong Position, funded

No Funding, weak

1st tier cities 2

nd t

ier

citi

es

Easykochen.at Einkaufssackerl

Strong Position, funded Strong Position, funded Strong Position, funded

Cookits

LaimaDinner

KochHaus

HelloFresh

KochZauber

Schlemmertüte

Impuls-Diät

EasyDiet eDieta

HelloFresh

• First mover advantage • Very strong press and biz-

dev network • Highly efficient media-

buying power (TV) via media partnership

• First mover advantage • Very few, small players

in niche markets • High synergies with

Vienna HQ

• First mover advantage • Highly efficient media

buying power (TV) via media equity partner-ship

1st tier cities 2

nd t

ier

citi

es 1

st tier cities 2n

d t

ier

citi

es 1

st tier cities 2n

d t

ier

citi

es

No Funding, weak No Funding, weak No Funding, weak

#1 #1 #1

• More developed market • Competition has first

mover advantage • advertising in southern

Germany via media equity partnership