Editing Wunderkeks
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'''The snack & cookie brand on a mission to create a more joyful, inclusive world''' | '''The snack & cookie brand on a mission to create a more joyful, inclusive world''' | ||
== Summary == | == Summary == | ||
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== Problem == | == Problem == | ||
== Consumer brand choices have become a part of how we express our values == | |||
=== & consumers are mindful of what brands they associate themselves with. === | |||
* Millennials and GenZ are hyper-aware that in a world so full of options, the choices they make are constantly judged the second they are made public. And they are all public. | * Millennials and GenZ are hyper-aware that in a world so full of options, the choices they make are constantly judged the second they are made public. And they are all public. | ||
* They are also very unlikely to be loyal to a brand, ''unless'' they buy into the brand's mission and values. | * They are also very unlikely to be loyal to a brand, ''unless'' they buy into the brand's mission and values. | ||
* Trends from the past 10 years have focused mission-driven brands into health-adjacent categories, leaving an opening in the snacks category where wunderkeks® fits seamlessly. | * Trends from the past 10 years have focused mission-driven brands into health-adjacent categories, leaving an opening in the snacks category where wunderkeks® fits seamlessly. | ||
=== The cultural moment claims for more conversations that enable the creation of Safe Spaces: about mental health, about sexual identity, about race... === | |||
== Solution == | == Solution == | ||
== A sweet snacks brand that enables having those conversations by telling stories == | |||
=== 1. Food and beverage are the new external signifiers. === | |||
The pandemic left other status symbols out—fashion, travel, cars—accelerating a trend as old as the Starbucks cup. Now we proudly show off what we're eating and why. | The pandemic left other status symbols out—fashion, travel, cars—accelerating a trend as old as the Starbucks cup. Now we proudly show off what we're eating and why. | ||
=== 2. We treat sweets differently than other foods. === | |||
Sweets are celebratory; we usually share them along with an "I love you", "I care about you", "I'm proud of you". That opens the door to have a heartfelt conversation. | Sweets are celebratory; we usually share them along with an "I love you", "I care about you", "I'm proud of you". That opens the door to have a heartfelt conversation. | ||
=== 3. Everything is a storytelling opportunity === | |||
A brand built around starting conversations about Safe Spaces is a brand that becomes part of the consumer's own story. | A brand built around starting conversations about Safe Spaces is a brand that becomes part of the consumer's own story. | ||
== Product == | == Product == | ||
== We make amazing cookies and ship them nationwide, == | |||
=== prompting deep conversations. === | |||
The brand is fun, engaging and offers a unique unboxing experience: it makes you feel like a child again, which is the exact state of mind to have the conversations we are sparking. | The brand is fun, engaging and offers a unique unboxing experience: it makes you feel like a child again, which is the exact state of mind to have the conversations we are sparking. | ||
=== A dozen cookies: the first one is for you, the second one is for your socials, the rest are for sharing! === | |||
=== The next step is to bring this magic to supermarket shelves. === | |||
Currently in development... | Currently in development... | ||
== Traction == | == Traction == | ||
== $5.1M+ sales in 2021 == | |||
== Customers == | == Customers == | ||
== Millennials and GenZ are not brand loyal... until they find a brand that speaks to them and for them == | |||
=== And this translates into a === | |||
=== purpose-driven brand being good business. === | |||
== Business model == | == Business model == | ||
== An omni-channel == | |||
== approach to the category: DTC, retail, gifting == | |||
=== DTC is for superfans, while retail === | |||
=== is for discovery. They need to feed each other. === | |||
# DTC allows the brand to have direct contact with highly engaged customers and nurture them into brand evangelists—while getting all their data, allowing us to understand purchase patterns. | # DTC allows the brand to have direct contact with highly engaged customers and nurture them into brand evangelists—while getting all their data, allowing us to understand purchase patterns. | ||
# Retail customers are in discovery mode, and their purchases are influenced by their peers, their social media presence, and word of mouth. | # Retail customers are in discovery mode, and their purchases are influenced by their peers, their social media presence, and word of mouth. | ||
# Gifting platform customers become enamored of the product, have few price objections, and will repeatedly engage new people at a zero cost. | # Gifting platform customers become enamored of the product, have few price objections, and will repeatedly engage new people at a zero cost. | ||
=== By 2025, 85% of our revenue will be from retail. === | |||
== Market == | == Market == | ||
== Sweet snacks is a 100+ billion dollar market == | |||
=== Current market trends indicate a huge opportunity: === | === Current market trends indicate a huge opportunity: === | ||
# The category is currently driven by | # The category is currently driven by legacy brands offering versioning as their main source of innovation. It is craving a disruptive positioning. | ||
# Brands that are successful elsewhere, specially in DTC, are | # Brands that are successful elsewhere, specially in DTC, are moving into supermarket shelves. | ||
# | # So-called "better-for-you" offerings are on the decline, as customers reject the trade-offs in flavor and quality they require and are savvier about the minimal health benefits they actually offer. | ||
== Competition == | == Competition == | ||
== The category is craving disruptive positioning from a brand that offers consumers something to latch onto. == | |||
The cookie aisle is absolutely dominated by legacy brands using versioning as the main form of innovation. Same is true of candy, snacks, frozen desserts and chocolate. | The cookie aisle is absolutely dominated by legacy brands using versioning as the main form of innovation. Same is true of candy, snacks, frozen desserts and chocolate. | ||
== Vision and strategy == | == Vision and strategy == | ||
== We win by leveraging our own data and customers from our DTC business to inform the path forward. == | |||
Direct-to-consumer is a great foundation to build: | Direct-to-consumer is a great foundation to build: | ||
...while scaling towards mass retail CPG. | |||
...while | |||
=== Product roadmap === | === Product roadmap === | ||
=== Why cookie dough? === | === Why cookie dough? === | ||
# Easy thread to follow from cookies we're known from. | # Easy thread to follow from cookies we're known from. | ||
# | # Dominated by legacy brands, there is little innovation in the category. | ||
# | # Ingredients: No major competitor boasts a clean label. | ||
We prototype, test, and iterate fast on DTC in order to come to retailers with hard data and an an eager audience. | We prototype, test, and iterate fast on DTC in order to come to retailers with hard data and an an eager audience. | ||
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We focus on building up one key national retailer to get a nationwide footprint as fast as possible | We focus on building up one key national retailer to get a nationwide footprint as fast as possible | ||
Door growth path* | |||
Growth projections* | |||
''* Click here for important information regarding Financial Projections which are not guaranteed.'' | |||
== Funding == | == Funding == | ||
=== The net proceeds of this offering will be used to accelerate our growth on all channels by: === | |||
# Hiring top talent to expand our team | # Hiring top talent to expand our team | ||
# Investing in brand an product developement | # Investing in brand an product developement | ||
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== Founders == | == Founders == | ||
== A journey for the ages... == | |||
Hans and Luis packed two suitcases and four dogs and arrived in Austin three years ago. Making the decision to leave their home country of Guatemala was not easy; however, their drive and focus to live life on their own terms and build their dream was undeniable. | Hans and Luis packed two suitcases and four dogs and arrived in Austin three years ago. Making the decision to leave their home country of Guatemala was not easy; however, their drive and focus to live life on their own terms and build their dream was undeniable. | ||
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Again fast on their feet, they pivoted into e-commerce. Scaling a business is a thoughtful process as much as it is strategic. Their level of commitment to perform is beyond inspiring. They believe in their brand! They are the brand! They are not only bakers, but they are also makers! | Again fast on their feet, they pivoted into e-commerce. Scaling a business is a thoughtful process as much as it is strategic. Their level of commitment to perform is beyond inspiring. They believe in their brand! They are the brand! They are not only bakers, but they are also makers! | ||
LUIS GRAMAJO (he/him) | |||
Luis has a background in CPG, running supermarket brands in the skincare and food industry across Central America. He has been the recipe developer extraordinaire and our people person. He also has implemented Wunderkeks media outreach plan into the massive success it has become. And it dos not end there as his talent for photography has been a major asset for the brand. | Luis has a background in CPG, running supermarket brands in the skincare and food industry across Central America. He has been the recipe developer extraordinaire and our people person. He also has implemented Wunderkeks media outreach plan into the massive success it has become. And it dos not end there as his talent for photography has been a major asset for the brand. | ||
HANS SCHREI (he/him) | |||
Hans has a background in CPG as well, running mass market brands in healthcare across Central America and the Caribbean. At Wunderkeks he is the DTC operator and marketer, and stretched his expertise with what the pandemic demanded of him. His charge is the brand's e-commerce operation, including fulfillment, acquisition and retention. | Hans has a background in CPG as well, running mass market brands in healthcare across Central America and the Caribbean. At Wunderkeks he is the DTC operator and marketer, and stretched his expertise with what the pandemic demanded of him. His charge is the brand's e-commerce operation, including fulfillment, acquisition and retention. | ||