Palate investment deck

1. Investment Deck
1
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Palate Mkt

2. Aditi Kapoor - Co-Founder Palate Fest
Aditi’s proven track record of management, technology and marketing skills have been tried and tested throughout her career in key
international organisations with a strong entrepreneurial flair for new ventures. Post her MBA from USA with a specialization in
Marketing and her certification as PRINCE2 Project Director, Aditi took on projects in USA, UK, and India.
In 2010, Aditi worked with The British Council to project manage the first ever Anish Kapoor exhibition in India. This was a major
project both in logistics and in people management. There was a core marketing element to this and the whole event was lauded within
the art world as an incredible coup.
From 2001 to 2006, Aditi worked as a Project Director at First Choice, Manchester, UK. Here she played a pivotal role in the
development, management, and implementation of a variety of projects. These projects included key systems specifically designed for
the company’s intranet with special focus on human and product logistics.
Aditi worked with Arthur Andersen, New Delhi, India from 1998-2000. Here she worked on core projects and developed and
implemented management systems for different departments of the company including HR, Operations, and Accounting.
From 1996-1998 Aditi, worked in New Jersey, USA for Hoeganaes Corporation as a Projects Director.
Founders
2
Aditi and Ruchi truly represent two sides of a coin and create a complete, resilient and impermeable package

3. Ruchi Sibal - Co-Founder Palate Fest
Ruchi is an economics graduate, who very early on knew she was made for the process of creating something from nothing especially
in businesses relating to food & beverage.
Ruchi brings extensive knowledge within the food and beverage industry in India and her strong network includes top hotel brands
and restaurants across the country.
In 2010 and 2011, Ruchi was instrumental in forging partnerships with over 300 restaurants/cafes across Delhi to organise a discount
programme called 'Go Delhi' with a key focus on showcasing their outlets for visitors to the Commonwealth Games and local residents
alike.
Additionally, Ruchi was one of the pioneers in introducing global confectionery brands to India and her work in the late 90's through
to 2006 was with top brands like Master Foods (Mars, Snickers, Twix, etc.), Arcor group and Godiva. In this capacity She created one of
the largest cool-chain compatible distribution networks in North India with over 350 distributors along with state of the art
warehousing in 12 different locations which were completely temperature controlled at that time needed to handle confectionery.
Besides this she also dealt with a number of hotels and F&B outlets.
Prior to starting Palate Ruchi has built two successful businesses. 3
Founders

4. Vision
Tech enablement platform
for food vendors
4

5. Why Now?
Food Manufacturers and
Vendors do not just
need a storefront but
also sales+marketing
Single-Product Food
Brands are looking to drive
online sales, even more so
post-Covid
5

6. 6
Supply Chain of
Single Brand Product Companies

7. Good Money
Good Money
Bad Money
Bad Money
7
The problem of
Scaling up Single Brand Products

8. 8
Level of Spend Cost per Acquisition Avg CPC
₹37,000 ₹550 ₹15
₹1,200,000 ₹950 ₹25
₹1,900,000 ₹920 ₹25
Early Ceiling - example of a
Single-Product Brand
Link to CAC Analysis
Level of Spend Cost Per Acquisition Average CPC
1,00,000 ₹180 ₹4.51
10,00,000 ₹460 ₹11
50,00,000 ₹850 ₹21
Upper Ceiling - example Multiple
Horizontal Food companies on a single
platform. Simulated for Palate.
Link to CAC Analysis
Single Product companies
tend to hit a CAC ceiling quickly.

9. 9
(cont.)

10. An enablement platform for
existing and upcoming food and
gourmet brands
10
Market Entry
Approach

11. Why this ?
High Relevance High Differentiation
11

12. Target
Audience
Local Gourmet
Stores
Existing Food
Vendor
12
New F&B
Startup

13. Local Gourmet Store
Revenue, Leads, Sales, Commission, Marketing,
Identity, Branding, Reach, Growth, Expansion,
Enablement, Platform, Business Development
13

14. Revenue, Leads, Sales, Marketing, Branding, Reach,
Growth, Expansion, Enablement, Platform, Business
Building, Investment, Capital
New F&B Startup
14

15. Existing Food Vendor
Revenue, Leads, Sales, Marketing,
Branding, Reach, Growth, Expansion,
Enablement, Platform, Business Building
15

16. Target
Audience
Needs
Online storefront
Revenue
Business Development
Sales
Marketing
Branding
Reach
Growth
Enablement
Platform
16

17. Market
Landscape
17

18. Company Founder/Parent Company Funding
Amazon Launchpad Amazon Inc Public Company
Sodexo Accelerator Sodexo Public Company
BB Accelerator Bigbasket $ 1.02 Bn
Ghost Kitchen India Karan Tanna Bootstrapped
Route 1 :
Enablement: Cost Saving and Capital
18

19. Company Founder/Parent Company Funding
Amazon Amazon Inc NASDAQ-Listed
BigBasket Big Basket $819 Mn
Swiggy Bundl Technologies $1.62 Bn
Flipkart Acquired by Walmart Valued at USD 20 Bn
Dunzo Kabeer Biswas $ 84.7 Mn
Route 2 :
Non-curated Retail Marketplace
19

20. Company Founder/Parent Company Funding/Valuation
Nature's Basket Acquired by Spencers Acquired at 300 Cr
Scootsy Swiggy Acquired at 50 Cr
Healthy Buddha Anurag Dalmia & Gautam PB Self Funded
Foodhall Future Group N/A
LBB Dhruv Mathur, Suchita Salwan Total funding of $8.3 Mn
Modern Bazaar Kunaal Kumar Self Funded
Q Trove Vinmara Pandiya Total funding of $51.6 Mn
ISayOrganic Ashmeet Kapoor Self Funded
Route 3 :
Curated Marketplace
20

21. Target
Audience
Unmet
Needs
21
Online storefront
Revenue
Business Development
Online Sales
Marketing
Branding
Reach
Growth
Enablement Platform

22. Operating Model
22

23. 23

24. Business Model
& Projections
24

25. LTV to
CAC Ratio
25
Enablement Model
30.22

26. Pre-Product Traction
26

27. Milestones
Achieved
27
Existing Brand Recall
Idea Validation (DREK Analysis)
Financial Projections
Pre-Product Traction (waitlist)

28. Fundraise
Second Tranche (INR 3 Crore)
● Scaling up
● Adding more food brands
● Team
● Traction
Total: INR 3.5 Crore
First Tranche (INR 50L)
● Go-to-market
● Initial traction
● Product Market Fit
28

29. Next
Milestones
Digital Product Go Live
Full Product Launch
Traction
29