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BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Building the leading destination f...
2BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Buying a mattress is a p...
3BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Total
3.2
Online Online
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4BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
BettenRiese bridges the ...
5BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
BettenRiese is already e...
6BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
BettenRiese will launch ...
7BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Transferring best practi...
8BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Our private label assort...
9BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Business model is suppor...
10BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
Next step towards inter...
11BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
E-commerce made easy
Pr...
12BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP
THANK YOU!
Alexander St...
Focus on Leading European Internet companies
Covering over 400 companies across 25
online verticals, a broad range of over...
BettenRiese - NOAH15 London
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BettenRiese - NOAH15 London

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Start-up Stage - E-Commerce - Presentation by Alexander Stelmaszyk, CEO of BettenRiese at the NOAH 2015 Conference in London, Old Billingsgate on the 12th of November 2015.

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BettenRiese - NOAH15 London

  1. 1. BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Building the leading destination for mattresses and everything for a good night's sleep Alexander Stelmaszyk (Co-Founder & MD) Noah Conference London, 12th Nov 2015
  2. 2. 2BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Buying a mattress is a painful experience Mattresses are very important purchases for consumers … ... buying a mattress is a painful experience > We spend 30% of our lifetime sleeping > Important purchase decision with impact on health and emotional well-being > High-value product > Almost no product know-how and hardly any brand awareness > Unattractive mass market mattress stores > Inconvenient transportation and trouble of old mattress disposal
  3. 3. 3BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Total 3.2 Online Online ~0.2 3.9 Total ~0.75 Attractive target market in Germany with an increasing online share up to EUR 750m in 2020 for mattress & frames only TARGET MARKET BETTENRIESE MATTRESS & FRAMES MARKET AND ONLINE SHARE Germany 2013, EUR bn Germany, EUR bn Source: Destatis, BTE, HEIMTEX Branchenverband, Axel Springer media impact, own analysis Source: BEVH, Möbelmarkt publication, Google, own analysis 3.2 Bedding (pillows, blankets) Matresses & frames 1.5 1.0Boxspring beds 1.5 7.2Total Hometex (sheets, covers) 6% 19% 2013 2020
  4. 4. 4BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP BettenRiese bridges the gap between consumers expectations and reality Product experts on phone Blog Mattress lexicon Mattress guidebook Easy-to-use online mattress advisor to guide consumers
  5. 5. 5BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP BettenRiese is already established as online sleeping expert shop Excellent positioned as expert in the field of sleeping since launch in January 2014 Successfully launched first easy-to-use mattress advisory tool in German e-commerce market Established advisory approach with >200 content pages (e.g. ratgeber, lexicon and blog) Built up strong assortment including good relationships with leading suppliers including lean logistic set up Key top-line KPIs proven first order profitability high average mattress sales price and basket size cross-selling of frames/bedding products
  6. 6. 6BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP BettenRiese will launch a Private Label in Q1 2016 and will leverage business model We will introduce an innovation in the mattress market We further increase first-order profitability through higher gross margins We transfer our customer and product know-how into a best-in-class product We are independent from other manufacturers (e.g. pricing, logistics)
  7. 7. 7BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Transferring best practice e-commerce approach to mattress business Private label as a trademark combined with branded assortment – Strategy already successfully proven in other verticals Established BettenRiese shop as exclusive retailer for private label brand combined with external private label page Differentiatior from marketing-only driven “one mattress fits all” concepts like Casper mattress (US)
  8. 8. 8BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Our private label assortment will apply the expert approach and is complemented by strong brand assortment Business concept approved already profitable sales of branded assortment via expert approach Branded assortment allow us to convert brand traffic into private label orders Already developed shop features and marketing channels are enabler for private label sales > Mattress advisory tool shows already strong conversion of co-branded private label > Product sales via phone > Cross-selling like topseller comparison offers
  9. 9. 9BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Business model is supported by lean logistics setup and smart business intelligence WORKING CAPITAL-FRIENDLY LOGISTICS SETUP > Majority of fulfillment via dropshipping with no inventory > Low inventory kept for topsellers to reduce delivery times > Private label 100% dropshipping including return policy BUILDING UP STRONG BUSINESS INTELLIGENCE > Huge database of mattress model attributes > Automated daily reportings > We get to know our customer: Customer clustering e.g. through mattress advisory tool
  10. 10. 10BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP Next step towards internationalization and TV marketing represent further growth opportunities TV MARKETING INTERNATIONALIZATION > Similar market scenarios in terms of intransparencies, consumer needs and offline retail oligopolies in Europe > Entering European markets by adapting the BettenRiese advisory approach combined with strong and profitable private label assortment > Underpenetrated TV market allows to rapidly create brand awareness and gain market share > Large baskets, high margins and a general product relevance for consumers make the business model especially suited for TV
  11. 11. 11BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP E-commerce made easy Private label as clear differentiator in the market High margin vertical – low number of orders needed for profitability Low complexity-category compared to other verticals (e.g., logistics, number of products) Clear track to break even Key KPIs are proven
  12. 12. 12BUILDING BUILDING THE LEADING DESTINATION FOR MATTRESSES AND EVERYTHING FOR A GOOD NIGHT'S SLEEP THANK YOU! Alexander Stelmaszyk Co-Founder & Managing Director as@bettenriese.de
  13. 13. Focus on Leading European Internet companies Covering over 400 companies across 25 online verticals, a broad range of over 500 investors as well as 100+ online-focused corporates Deep understanding of industry dynamics Ability to add value beyond banking advice Facilitates overall process and minimizes management distraction NOAH Advisors is globally well connected and has direct access to virtually all key players in the industry Knowledge of and strong relationships with potential buyers’ key decision makers Proactively finds and unlocks attractive investment opportunities for leading investors Annual NOAH Conference in its 8th year Over 40 years of combined relevant M&A experience Routine execution of M&A and financing transactions with sizes of several billion euros 22 successfully completed NOAH Advisors transactions underline successful transfer of M&A competencies to the Internet sector Entrepreneurial mind-set, focused on growing the business and establishing a reputation for excellence Ability to deliver top results in short time frames Highly success-based compensation structures align interests of clients and NOAH Advisors, and demonstrate conviction to deliver top results Creative deal solutions September 2015 December 2014 September 2014October 2014 May 2014 February 2013 May 2012 April 2011 Sale of a 70% stake in to Exclusive Financial Advisor to Drushim and its Shareholders Sale of 100% of for $800m to Exclusive Financial Advisor to Fotolia and the Selling Shareholders Sale of 100% of for €80m to Exclusive Financial Advisor to Trovit and its Shareholders Sale of controlling stake in to Exclusive Financial Advisor to Facile.it and its Shareholders sold 100% of for $228m to a joint venture between Exclusive Financial Advisor to Yad2 and its Shareholders Growth equity investment from for a 30% stake alongside Softonic’s Founders and Angel Investors at a valuation of €275m Exclusive Financial Advisor to Softonic and its shareholders 150 million growth equity investment from for a 50% stake alongside Fotolia’s Founders and Additional $150 million senior debt financing Total $300 million investment Financial Advisor to Fotolia and its Shareholders have acquired a majority stake in for $350m from Exclusive Advisor to Summit Partners and TA Associates Selected Completed NOAH Transactions Unique Industry Know-How Unmatched Network and Relationships Strong Investment Banking Competence Full Commitment - We Are Entrepreneurs! EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE ®

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