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.
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.
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+
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.