Executive Summary: Non-Veggies

Redefining Non Veg shopping

Urban India's Poultry and Seafood market is valued at $17.5 billion. Yet distribution of most of the
produce is done through primitive channels. E-commerce revolution has not swept this gigantic market
yet. This is a great opportunity for the entrepreneurs of today, waiting to be taken.
Non-Veggies was founded on 26th January 2015 with the sole purpose of establishing the grip of Ecommerce on the primitively hyper local model driven market. Innovation and standardization have been
at the heart of Non-Veggies philosophy right since the beginning.

The Problem: Currently getting good raw non veg products is a challenge for the customers,
hence they either avoid buying it or buy substandard products. Due to this Issue in the market
consumers currently buy products mostly from the local street shops
Hence the products are
Not fresh at all
Unhygienic
Way below standard
These places are extremely dirty and a home for bacteria and are surely not a place someone
wants to be in
Hence as non-veg consumers and entrepreneurs ourselves
We knew that non-veg industry is in dire need of innovation. This was a huge opportunity we
could not let it pass.

The Solution is Non-Veggies

That is when we came up with Non-Veggies. We at Non-Veggies make sure that having your
favorite non-veg dish is always a pleasurable experience.
We are an e-commerce startup that provides
Superior quality and Fresh Non-Veg Products
At affordable costs
Home delivered in under 90 minutes
With our proprietary and carefully monitored cleaning and value addition processes, we serve
healthy and hygienic products so that you can enjoy your favorite meal with your loved ones.

The Team: Our Founding Team mainly comprises of two:

Gaurav Saxena, CEO: Gaurav has five year experience in the IT industry, He has been at
the heart of the non-veggies project and has been responsible for the development of the
Non-Veggies platform. Hi core competence is marketing, business development and IT
support
Gyanendra Singh, COO: Gyanendar too hails from the IT but he has had eight years of
experience in the IT industry as project head. In Non-Veggies Gyanendar has been
responsible for the smooth execution and the successful completion of 5000+ orders could
be credited to him. His core competence is in inventory management, operational
management.

Gaurav and Gyanendra hail from Madhya Pradesh and have been childhood friends and moved together
to Pune for their education. Hence as a team they are very competent and their qualities complement
each other.

Mission: Our mission is simple: To serve the best, healthiest non-veg food to every non veg lover.
Vision: To establish ourselves as the go to brand for all good quality non-veg product and services.
Target Market
We are mainly targeting the urban consumer market in which the niche we aim to capture is the market
of non-veg consuming families or individuals with the particular age demographic of 24-50. Our
total target market size is huge but the Serviceable Addressable Market (SAM) based on our location,
which we intend to be the majority market share holder can be graphically represented as (for Pune
City) :-

This customers in this market can be characterized pshycographically as regular, loyal customers with
a high reach of Word of Mouth marketing. A huge part of this market is not very comfortable with online
food shopping. Hence new creative marketing techniques has to be used for them, in which we specialize.

Market potential and Further Opportunities

The non-veg consumer market is huge, but while serving our customers we noted that one major
segment of our target market was which consumed our product not as a delicacy but as a major source of
nutrition. They used it as an essential part of their diet or sometimes even to cure or recover from a
disease, this segment was using our service in a different way.
We were intrigued and that is when we started interviewing people and trying to know how is it we could
serve them in a better and more valuable way. On seeing the incredible results of our survey we found
that here was a huge untapped revenue stream hence
For this dominant market segment we decided to introduce Zams, Our subscription based model
specially catered to the frequent consumers of non-veg food.

Competitive Landscape

One incredible feature of our market is that the revenue stream is untapped and there are no big
competitors EasyMeat, FishVish, MeatRoot are small local competitors who hold a very small market
share around their area of operation.
But the reception of seed funding for startups like Licious (Bangalore), Zappfresh (Gurgaon) who are our
national competitors, validates our point about the existence of a huge untapped market.

Competitive advantage
Our advantages over our competitors are three fold:
1) First Mover: We are the first movers in this market and hence our understanding of the market
and its need is a lot better than our competitors.
2) Customer retention: We believe for any company to gain a major market share he needs to have
a high customer retention because every customer retained brings in five new customers hence
we follow an strict customer retention policy which is shown by our high 56.7% customer reorder
%.
3) Marketing: In the 11/2 in the market we not only know the market we understand it. Hence
our team has come up with a super-effective marketing plan which is hybrid in nature and
combines online and offline to full effect. Demand generation is a very essential part of any
business and must be done right.

Revenue Model: Non-Veggies derives its revenue by direct to consumer sale of its products to
customers. For products which are slightly more accessible like Chicken our margins range from 25-30%
for products which are more exotic like the marine products our margins are much higher, 40-50%.
Currently an average order stands at 390 INR which gives us a minimum profit of 97.5 INR.
Based on these low volume margins Non-Veggies aims to generate a revenue of 6,21,71,250 by
fulfilling 2,13,585 orders and hence generating a profit of 1,90,86,937.5 in this fiscal year .
Our key partners are the vendors who provide us the inventory, as our revenue grows so does their sales
hence they provide us subsidy on higher revenue and order completion. Hence as Non-Veggies starts
fulfilling more orders we will be taking our margins further higher up in turn increasing our profit
substantially.

Success till date: Non veggies has been operating since 26th Jan 2015. On an extremely shoestring
budget we have managed to build a customer base of 1140 unique customers with number of orders
delivered by our platform crossing the 5000 mark. Some key performance indicators (KPIs) explaining
our success and our unique work culture are mentioned below:
Cost of customer acquisition= 59.32
Customer lifetime value= 2175.31
Customer reorder %= 56.7% with 30.9% of customers ordering 5 times+

Projected 5 Year Financials

All projected finances have been projected with appropriate risk considerations. These numbers serve
more than the purpose of projection, they are actually targets which Non-Veggies can and will achieve in
the next five years, with this round of funding. All financial projections are estimates and further detailed
information are outlined in additional documentation.
2016

2017

2018

2019

2020

Revenue

6,21,71,250

8,08,22,625

10,10,28,281

11,61,82,523

13,36,09,902

Unique
Customers

35,000

49,000

63,700

73,255

80,580.5

593

770

963

1108

1274

60%

65%

62%

65%

63%

1,35,07,500

1,75,59,750

2,19,49,687

2,52,42,140

2,90,28,461

213585

277660.5

347075.625

399136

459007.5141

19086937.5

24813018.75

31016273.44

35668714.45

41019021.62

Daily orders

%reorder

Execution
Cost
Annual
order count
Net Profit

The Ask: We are looking for a pre-Series A funding of 65 lakh. These funds will mainly be invested in
online platform enhancement, marketing and to increase the operational capacity of our depot in 2016
Q1 and onwards. This round of funding will enable us to become the largest market share holder in the
city of Pune which has a population of 6.8 million people by 2016 Q4.
Potential Investor gain: Non-Veggies has the right team, strategy and a good track record
considering the constraints it has. On getting this investment Non-Veggies can grow on to become one of
the best consumer non-veg brands and can establish a majority market share not only in the city of Pune
but also in all the metropolitan Indian cities. Hence given the presence of huge juggernauts of poultry
industry in Pune let alone India, Non-Veggies could become the next biggest acquisition in the startup
ecosystem for its innovation in the poultry distribution industry.