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Pitch Deck Teardown: Smalls's $19M Series B deck
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- 2. 01 02 Our pets havenever been more important to us. Millennials have become the largest pet-owning generation in history.This means huge premium market growth. 20,000 15,000 10,000 5,000 0 2000 2005 2010 2015 2020 Premium Mid-priced Economy Pet Food Market in $M ↓
- 3. 01 In reality though,“premium” brandsare often anything but. “Purina, Blue Buffalo settle false advertising lawsuit over ingredients." "Looking ForThe Safest, Healthiest Pet Food? Good Luck With That." "Dog food brands recalled over possible eutanasia drug." 03
- 4. 01 Hi.We're We're here to make9 lives 10. 04
- 5. 05 Smalls is themarket leader in a category that doesn’t get the love it deserves. Dogs ($26B) Cats ($11B) Pet Food ($38B) *Fresh / Refrigerated competitors only.
- 6. 06 14 Proteins & TexturesAvailable To satisfy cats’ need for nutritional variety (vs an avg 3-5 SKUs in Dog) Ultra-palatable Formulation More palatable than NomNomNow cat recipe in a head-to-head lab test Vet-formulated Our vet nutritionists think like our customers and value real, good food Cats ≠ Dogs. 3,903 suppliers, 90 palatability studies, 16 formulations, &4 packaging styles later, We’ve formulated the ultra-palatable product to tempt picky cats.
- 7. How it works Fillout our quiz We’ll build an in-depth profile of your habits, preferences & health concerns. Indicate preferences Allergies? Picky eater? We’ll design a trial that’s tailored your cat’s needs. Receive a trial box Comes with a sampling of our recipes with transition guidelines for new food. Ships every 4-6 wks Delivered to your freezer on a cadence you choose for stress free nutrition. 1 2 3 4 07
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- 9. 09 The business hashit an inflection point and we're raising $12.5M to accelerate growth. Annual Run Rate ↓ $XXM ARR Growth over the last 6mo 2x Recurring revenue as % of total 86% Average Order Value $XXX Contribution profit per box XX% CAC $XX Revenue LTV $XXX $X $X $X $X Q1 2019 Q3 2019 Q1 2020 Q3 2020 Q1 2021 Q3 2021 Q1 2022 Supply constraints have led to bumpy acquisition Growth inflection point
- 10. 10 We’ve unlocked growth bymoving to a new, state- of-the-art manufacturer, increasing production capacity by 10x.
- 11. 09 We have theright leadership team in place, which has been instrumental to realizing this step change. Teresa Galli Merchandising Justin Lewis Supply Chain Veronica del Rosario Brand Samantha Chen Strategic Finance Matt Michaelson CEO
- 12. 10 Raising $12.5M nowputs us on a path to $XXM. Annual Run Rate Millions ↓ $0 Q4 2019 Q4 2020 Q4 2021 Q4 2022E Q4 2023E Q4 2024E $X.XM $X.XM $XX.XM $XX.XM $XX.XM $XX.XM
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- 14. 12 We’ve 8Xed oursubscriber base since 2020 while keeping CAC in check. Total active subscribers by quarter ↓ Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Channel mix diversification efforts in Q4 Q1 CAC landed at $XX Core CAC ($) XX XX XX XX XX XX XX XX Q1 2020
- 15. 13 We’ve accomplished thisgrowth on a newly diversified growth engine. Our mix is stable &proprietary. Customers acquired by channel as % of total ↓ Channel Channel Channel Channel Channel Channel OCT 2021 NOV 2021 DEC 2021 JAN 2022 Less than 1/3 of our paid mix now comes from channel
- 16. 14 We dote onour customers &view our relationship as a lifelong one.That means: 30min SMS & Email response times Proactive support calls to trial customers Support during the big moments
- 17. 15 What results isa multi-year relationship with customers with almost zero long-tail churn. Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2020 95% of customers with us at the 2yr mark remain with us at the 3yr mark Total active subscribers by quarter ↓
- 18. 16 …and an excellentRLTV outlook. Projected RLTV based on current cohorts ↓ MONTHS SINCE ACQUIRED → 12 24 36 48 60 $XXX 3yr LTV $XXX 5yr LTV
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- 20. From "Cat FoodBrand" to "Cat Brand" 18
- 21. 19 We’re just gettingstarted. Food is only 35% of the cat parent’s wallet. Source: Survey of cat owners in spring 2020 byThe Harris Poll on behalf ofTD Ameritrade US Cat Care $30B Food $11B Litter,Toys, Treats & Other Consumables $9.4B Other Services 11.9B
- 22. 20 Our long relationshipwith customers means plenty of opportunity for RLTV expansion. We see healthy attach rates into our accessories even without explicit incentivization. Baseline RLTV Incremental value of toys &treats w/ true cross-sales engine Litter System MONTHS SINCE ACQUIRED → 12 24 36 48 60 Note: Based on preliminary pricing modelling. Projected RLTV based on current cohorts ↓ XX% historic attach rate for treats XX% attach rate for toys
- 23. 21 In short -we’re raising a $12.5M round to take the business to $XXM. Go from “cat food brand” to “cat brand” Go beyond food and become the one-stop shop. Own the Cat-egory across channels Put serious investment into marketing & brand & explore omnichannel. Target Investment $12.5M Investment Highlights • Doubled the business in 6 months on $XX CACs • Increased production capacity by 10x • $XXX RLTV with XX% margins with excellent long-tail retention • Long customer relationships means room for RLTV expansion Build out the team to help us do it Bring on specialized talent in R&D, Engineering and Retail. Which will be used to ↓
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