How you can cooking the food without going to the market and taking care about what to cook.

2. The Proposition
Vardoma delivers easy, delicious and healthy recipes & all the ingredients you need
to cook them - once a week directly to your doorstep.
=+

4. • Original Idea: Sweden
• Austria: KochAbo- founded in March 2012
• Expansion to Germany, Switzerland and Slovakia
The Idea and Background

5. • Start of operations: April 2013
• Deliveries to Bratislava &
surroundings
• Operations based in Austria
• High- quality groceries from
Austrian producers
Set-Up in Slovakia: vardoma.sk
Vienna
Bratislava
Focus on Bratislava region

6. Set-Up in Slovakia: vardoma.sk

7. Petra Dobrocká
Country Manager Slovakia
petra@vardoma.sk
www.vardoma.sk

8. CONFIDENTIAL

9. Easy-to-use website and on-line orders

10. CONFIDENTIAL
The Market
Online grocery retail is the last frontier in e-commerce.
Our model will get there first in countries where eFood is now emerging.
Cheaper customer
acquisition & higher LTVsReduced Complexity
These factors enable us to efficiently and quickly capture a
small slice of a gigantic pie:
Food Retail
Industry (2010)
Austria Germany
€ 27.9bn
Slovakia Switzerland
€ 202bn € 7.6bn € 22.7bn
Online Share of
Food Retail
AT, 2010 DE, 2010 SK, 2010 CH, 2010 UK, 20102015
0.0%
1.0%
2.0%
3.0%
4.0%
0.1% 0.1%
2.5%
0.5%
3.2%
~0.05%
4,000%
growth
projected
Market size
Higher quality
of service
Easier Logistics

11. CONFIDENTIAL
Role Models show disruptive business model
Several international models have delivered the proof-of-concept for both food e-
commerce and recipe subscription services
17. Mai 2013 CONFIDENTIAL
• 6,000 users / week
• Sweden #2
• Founded 2007
• Franchise
• Online grocer
• New York metro
• 250m in sales, 2010
• Founded 2002
• Subscription-based model -> predictable revenue & higher customer lifetime value
• Zero return rate due to fresh products
• Small subscription base (few thousands) already produce positive cash-flows
• Even small markets like Sweden sustain multiple multi-million companies
• 22,000 users / week
• Sweden #1
• Founded 2008
• Franchise
Sweden US

12. The Team
CH/LI
Christian Ersing, CEO
5+ years of experience in food purchasing,
extensive management experience
Marc Pallioppi, CEO
Marketing and management experience at
FIFA,
Oliver Holle
CEO, SpeedInvest
BoardMembers
Folker Gussek, ex-board
member Penny International
Paul Weinberger, Partner
i5invest, GCP Venture Partner
Werner Wutscher, ex-board
member REWE Group Austria
Michael Ströck, CEO KochAbo
Werner Zahnt,
Partner SpeedInvest
Michael Ströck, CEO KochAbo
Management
AT/SK
DE
Michael Merler, COO
Serial entrepreneur and 17 years of exp. in
int. food and logistics companies.
Felix Stäritz, CEO/CMO
Serial entrepreneur and management
consultant
Philipp Stangl, CEO AT
IT & Business graduate and ex-
management consultant
Michael Ströck, CEO/CTO
Management experience in sev. industries
10+ years software dev/web tech
Alexander Haiden, CMO
+10 years marketing/comms specialist
psychology and statistics background
HOLDING
Networks
Petra Dobrocka, Country Manager SK
Business Graduate
Monika Mikulova, Business Development SK
Business Graduate

13. CONFIDENTIAL
Competition and Defensibility / Positioning
Our established presence and brand equity through TV advertising and A-List
testimonials give us an edge in the two highest-margin food-markets in Europe
KochAbo Group’s positioning
KochAbo_Germany
_2012-04-
14.pptxKochAbo_G
ermany_2012-04-
14.pptx
Austria SlovakiaSwitzerland (+ LIE)
Competition’s positioning
Germany
Top 3 Player
Strong Position, funded
No Funding, weak
1sttiercities
2ndtiercities
Easykochen.at
Einkaufssackerl
Strong Position, funded Strong Position, fundedStrong Position, funded
Cookits
LaimaDinner
KochHaus
HelloFresh
KochZauber
Schlemmertüte
Impuls-Diät
EasyDiet
eDieta
HelloFresh
• First mover advantage
• Very strong press and biz-
dev network
• Highly efficient media-
buying power (TV) via
media partnership
• First mover advantage
• Very few, small players
in niche markets
• High synergies with
Vienna HQ
• First mover advantage
• Highly efficient media
buying power (TV) via
media equity partner-
ship
1sttiercities
2ndtiercities
1sttiercities
2ndtiercities
1sttiercities
2ndtiercities
No Funding, weak No Funding, weakNo Funding, weak
#1 #1#1
• More developed market
• Competition has first
mover advantage
• advertising in southern
Germany via media equity
partnership