Wunderkeks: Difference between revisions
(Created page with "'''The snack & cookie brand on a mission to create a more joyful, inclusive world''' == Summary == * Bootstrapped from a farmer's market stand in '19 to $5.1M+ in sales in '21 * A brand on a mission to build Safe Spaces for everyone! * PR coverage: The Today Show, Inc., Business Insider, Bon Appetit, WSJ * Advised by one of the minds behind Ben & Jerry's, Jeff Furman * Expanding beyond cookies into many branches of the sweets snack space * The $100B sweets markets is c...") |
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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''' | ||
[[File:Wunderkekslogo.png|thumb|200x200px]] | |||
== Summary == | == Summary == | ||
| Line 12: | Line 13: | ||
== 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 == | === A sweet snacks brand that enables having those conversations by telling stories === | ||
=== 1. Food and beverage are the new external signifiers. === | ==== 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. === | ==== 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 === | ==== 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. | ||
[[File:027938ea113b60955f7218cf5f9fe570ab538795.png]] | |||
== Product == | == Product == | ||
== We make amazing cookies and ship them nationwide, == | === 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!''' | |||
[[File:2915b695f96aac64aec5e40fd44bcfb3991562eb.png]] | |||
'''The next step is to bring this magic to supermarket shelves.''' | |||
Currently in development... | Currently in development... | ||
[[File:4cdc6895f998d35a4595c5304b48b474a83115e7.png]] | |||
== Traction == | == Traction == | ||
== $5.1M+ sales in 2021 == | === $5.1M+ sales in 2021 === | ||
[[File:B2a052601289bc85cff2b66195c5d53eda3a1dd5.png]] | |||
== Customers == | == Customers == | ||
'''Millennials and GenZ are not brand loyal... until they find a brand that speaks to them and for them''' | |||
[[File:B1c09e6783b9096c3ce186892c9d407cea809d32.png]] | |||
'''And this translates into a purpose-driven brand being good business.''' | |||
[[File:54ec55446b7abc82c8dab3cceceba34cf9c33c92.png]] | |||
== Business model == | == Business model == | ||
== An omni-channel | === 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. | ||
[[File:Fee1844c6af90c1f98cf4968001803183a43719.png]] | |||
'''By 2025, 85% of our revenue will be from retail.''' | |||
== Market == | == Market == | ||
== Sweet snacks is a 100+ billion dollar market == | === Sweet snacks is a 100+ billion dollar market === | ||
[[File:9edd5f87508db91b1fc851fc2a896013ec30a3.png]] | |||
=== Current market trends indicate a huge opportunity: === | === Current market trends indicate a huge opportunity: === | ||
# The category is currently driven by legacy brands offering versioning as their main source of innovation. It is craving a disruptive positioning. | # 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 moving into supermarket shelves. | # 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. | # '''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. | ||
[[File:0fdb65bafcc0a78d7856a28ca95cc9aa5e6806f0.png]] | |||
== 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. | [[File:F767d0f640f78a30a3ff18f64ff5e3be364f483d.png]] | ||
...while <u>scaling</u> towards mass retail CPG. | |||
=== Product roadmap === | === Product roadmap === | ||
[[File:4cb091188ba3e710e1b991b9478fdb61a25ce1.png]] | |||
=== 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. | # '''Dominated by legacy brands,''' there is little innovation in the category. | ||
# Ingredients: No major competitor boasts a clean label. | # '''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. | ||
| Line 111: | Line 117: | ||
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 | ||
[[File:0df215c46cb3a63f6a6f27af9fb801df43a0b05e.png]] | |||
==== Door growth path ==== | |||
[[File:Bb6470430002c9631edfdc94a5997da2c9018cdc.png]] | |||
==== Growth projections ==== | |||
[[File:9ca203501a2906eec7e0b5b6a716f4a5aabf094d.png]] | |||
== 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 | ||
| Line 127: | Line 133: | ||
== Founders == | == Founders == | ||
== A journey for the ages... == | === A journey for the ages... === | ||
[[File:5bfa2d8004c7191460b0d6909c0e53ab370d54c0.png]] | |||
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. | ||
| Line 134: | Line 142: | ||
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 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 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. | ||
Revision as of 18:41, 17 July 2022
The snack & cookie brand on a mission to create a more joyful, inclusive world
Summary
- Bootstrapped from a farmer's market stand in '19 to $5.1M+ in sales in '21
- A brand on a mission to build Safe Spaces for everyone!
- PR coverage: The Today Show, Inc., Business Insider, Bon Appetit, WSJ
- Advised by one of the minds behind Ben & Jerry's, Jeff Furman
- Expanding beyond cookies into many branches of the sweets snack space
- The $100B sweets markets is craving innovation after years of neglect
- Immigrant, queer, Latinx-owned company
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.
- 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.
The cultural moment claims for more conversations that enable the creation of Safe Spaces: about mental health, about sexual identity, about race...
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.
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.
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.
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.
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...
Traction
$5.1M+ sales in 2021
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
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.
- 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.
By 2025, 85% of our revenue will be from retail.
Market
Sweet snacks is a 100+ billion dollar market
Current market trends indicate a huge opportunity:
- 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 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
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.
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:
...while scaling towards mass retail CPG.
Product roadmap
Why cookie dough?
- 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.
Building demand
We focus on building up one key national retailer to get a nationwide footprint as fast as possible
Door growth path
Growth projections
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
- Investing in brand an product developement
- Find economies of scale by allocating proper working capital.
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.
As soon as they arrived, they hit the ground running. They were very efficient in setting up their professional kitchen space, and started testing their cookies in Farmers Markets across Austin. They were thrilled that the feedback week after week was very positive and sales showed it. But then (yes in a great story there is always a but!) the pandemic hit, and their usual sales outlets were closed.
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.
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.
Wunderkeks Team
Hans Schrei
co-founder
Hans is our numbers person, in charge of brand execution. He's baking since the womb and is a retired master cake decorator.
Luis Gramajo
co-founder
Luis is our people's person and runs our operation and product developement.
Bernardo Puron
CX associate
Bernie is in charge of our customer service and most of the copy on our sites, you can thank him for all the puns.
Jeff Furman
Advisor
Jeff was part of the original team at Ben & Jerry's, and is, to date, president of the Ben & Jerry's foundation.