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Investor Presentation

Crave it. Track it. Eat it

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Executive Summary
• Launched in October 2017, Foodate is a convenient and user-friendly website and mobile app that will
transform the way users order food. We partner with the best restaurants in the UAE – from local
hotspots to national favorites – and bring you the food you love, right to your door, within a click.

• With thousands of choices and daily offers, we’ll deliver your order in no time, hassle free.

• We aim to benefit both users and restaurants in the UAE by simplifying the delivery process using cutting
edge technology and excellent customer service.

• From the restaurants’ perspective, Foodate offers 3 types of food delivery services (The end-user doesn’t
really notice the difference):

• Logistics: We deliver the food listed on our app using our own riders
• Non-logistics: Some restaurants listed on our app can choose to deliver using their own in-house
delivery team
• ODDS: On Demand Delivery Service, a unique service that differentiates us and that allows any
restaurant to make use of our delivery fleet on an ad-hoc, on demand basis
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How Does It Work?

• Users can order either on the website or by using the Foodate app, available on iOS
and Android. Simply browse all the great restaurants delivering in your area,
choose your food and place your order.

• Once the restaurant receives your order, they’ll get to work preparing your food
and then carefully package it. Once it's all ready to go, a Foodate rider (Or the
restaurant’s own delivery rider) will pick it up and bring it to you.

• Foodate charges a small fee on each delivery depending on the type of delivery
(Logistics, non-logistics or ODDS)
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Our Fee Structure

Type Of Delivery Our Fees

25% of order value from restaurant + 5 AED from

Logistics
the user

Between 5% to 12% of order value from

Non-Logistics
restaurant

12 AED for orders between 0-59 AED

16.93 AED for orders between 60-99 AED
ODDS (On Demand Delivery Service)
25.43 AED for orders between 100-199 AED
30.00 AED for orders of 200+ AED
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Sample App Visuals

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Business & Operation Highlights

• We have on board 453+ restaurants delivering throughout the UAE including Dubai,
Sharjah, Abu Dhabi and Al Ain
• February total orders: 1,228
• Average order value: 40 AED
• Total app subscribers: 11,386
• Android: 5,210, Review score: 4.8/5
• iOS: 6,176
• Our platform is developed by our own development team based in Pakistan
• We plan to have 100 delivery riders on board by December 2018 (serving Dubai,
Sharjah, Abu Dhabi and Al Ain)
• We plan to expand to the Saudi market in 2019
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Market & Competition

• KPMG’s annual food and beverage report found that three in every four people order a
take-away or a food delivery at least once a week in the UAE
• Their report also says that 82% of restaurant operators are listed with a food delivery app
• It has also been reported that food delivery sites and apps are generating an increasingly
bigger share of restaurants’ orders in the UAE, sometimes making up the majority of the
revenue (especially for new outlets)

Our competitive advantages:

• High number of restaurant options
• ODDS delivery service (unique to us)
• More affordable for the end-user
• Many offers and discounts on food
• Tracking feature available
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Market & Competition

Competition Pros Cons

UberEats • Division of international American company Uber operating since • Features only nearby restaurants
end 2016 in Dubai • Does not offer ODDS
• User friendly and simple app • No offers or coupon codes available
• Competitive fee of 5 AED / order
• Tracking option available
Deliveroo • International British company operating in 200+ cities worldwide • Features only nearby restaurants
• User friendly and simple app • Charges 7 AED / order to the end customer (Higher than the market)
• Tracking option available • Does not offer ODDS
• No offers or coupon codes available

Zomato • Operates in 23 countries (direct competitor to Talabat) • Relies only on the restaurants’ own delivery riders
• Directory of all restaurants available + reviews • Sometimes long delays in receiving orders
• Frequent promotions and discounts • No ability to track
• Will launch Zomato Valet for high end restaurants that don’t have • Does not offer ODDS
their own delivery riders
Talabat • Local UAE player since 2004 • Relies only on the restaurants’ own delivery riders
• Directory of all restaurants available + reviews • Sometimes long delays in receiving orders
• Frequent promotions and discounts • No ability to track
• Does not offer ODDS
Carriage • No minimum charge on orders • Small number of restaurants (~200)
• Tracking option available • Does not offer ODDS
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Projected Financials (AED)


Key People
Thanks to his 13 years of experience in the Software industry, Iftikhar
has a deep expertise in Software Development, Business Analysis and
Project Management.
He has been leading and managing Software Development and
Training & Development teams at various companies including
Foodate.
Iftikhar has also worked very closely with IT, Sales and Business
Development teams throughout his career.
He has also dealt with many US and offshore clients for more than 3
years and has worked on large scale enterprise level projects as well
as smaller projects including Web Apps & Mobile Apps.
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Abdullah has held various key positions at important companies in
the UAE.
He worked as an engineer at the Ministry of Interior in Abu Dhabi
for over 8 years and as a Manager of the Asset Management
Branch for another 3 years.
Abdullah has a PhD in interdisciplinary engineering from the
Masdar Institute of Science and Technology as well as a masters of
electrical engineering degree from the same institute.
Abdullah is known for his top management, project planning and
team leadership skills.
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Required Investment
We are looking to raise 5.8m AED to fund our growth in 2018

Use of funds Value (AED)

Riders cost: We need to have on board 100 delivery riders by December
2018 2.9m
Manpower cost: We have to cover the salaries of 15 employees in UAE and
16 in Pakistan 1.4m
Marketing expenses: It is very important to ramp up our marketing to
increase App usage. This budget covers online and offline marketing activities 1.0m
General & administrative expenses: Other expenses such as office rent,
utilities, internet, phone…etc. 0.4m
TOTAL 5.8m
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Conclusion & Next Steps

• Foodate is a very attractive business opportunity with a massive growth potential
• We operate in the fast growing sector of food delivery business in the UAE and plan to
differentiate ourselves by offering innovative delivery options, cutting edge app features
and affordable market rates
• We have on board a team of highly motivated and passionate individuals who want to
make a difference
• We plan to expand our delivery team in 2018 and have up to 100 delivery riders by
December serving Dubai, Sharjah, Abu Dhabi and Al Ain
• We plan to penetrate the Saudi market in 2019