WOOP

WOOP, a Kiwi company that solves meal dilemmas for busy professional couples and families. Every week WOOP delivers semi-prepared ingredients directly to its customers, enabling them to create three gourmet dinners in only 15 minutes each.

Minimum investment: $1,000.00

$800,000
Funded
Min target: $550,000 (33.33% equity) Max target: $800,000 (42.10% equity)
Ended Sat, 19 September 2015 11:51am (NZST)
100 Number of investments
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$800,000 Funded
$550,000 Min target (33.33% equity)
$800,000 Max target (42.10% equity)
Offer closed 21:09pm, 24 Sep 2015

The relief of knowing dinner will be amazing

You get home after fighting through the traffic, you’re exhausted, you open the fridge and nothing inspires you. You could get takeaways, you could make one of the same boring meals you’ve always made, or you could spend hours trying cooking a recipe from that Asian cookbook your aunt bought you three Christmases ago. But you don’t have lemongrass. Who keeps lemongrass these days? Is it even your turn to cook?

These are the problems facing tens of thousands of busy couples and families every day: how to get a nutritious, tasty meal for a reasonable price, prepared in less than 15 minutes.

My name is Thomas Dietz and I’m a Parisian passionate about food. I created WOOP – World on our Plate – to solve these problems and bring excitement back to the table.

So how does WOOP work?

Every week we deliver semi-prepared ingredients directly to our customers enabling them to create three gourmet dinners in only 15 minutes. It’s restaurant-quality, internationally inspired cuisine – a mixture of authentic and fusion. You don’t even need to be a master in the kitchen as all meals come with easy-to-follow instruction cards.

We are lifting the lid on the top chefs' secrets. As they do in their restaurants, we prepare all food in advance, by dicing vegetables, preparing sauces and pre-cooking meats. We do all the hard work, leaving our customers with the final minutes of cooking fun. Our product is easier to prepare and takes less time than other home delivery solutions.

Market size and validation

Subscription-based e-commerce is growing exponentially around the world, especially in the necessity-based sectors. Food and grocery home delivery is one of the world’s hottest venture capital sectors, with over $1 billion invested in 2014, and already over $500 million in the first quarter of 2015.

In New Zealand there has been very fast market adoption of the home food delivery subscription model with the success of My Food Bag (pre-portioned grocery delivery). After only two years of operation they claim revenue of $40 million plus.

We have recently launched the product in Auckland, and will quickly expand to Wellington and other urban centres and will then launch this new food revolution in Australia and other countries.

We have conducted extensive market validation, interviewing more than 200 people in quantitative surveys and 100 qualitative face-to-face interviews in order to ensure that we are really solving existing dinner problems. We have tested over 40 recipes on a large panel of customers.

The market size is over 200,000 households in New Zealand. My Food Bag has tapped into only 10,000 customers to create a $40 million revenue business.

Launch

Following a campaign of pre-registration in mid July 2015, WOOP was soft launched at the beginning of August and already delivers to over 50 customers, representing run rate revenue of $250k/year on the second week.

Investment

The funding target for this investment round is a minimum of $550,000 with a maximum $800,000 cap for a maximum equity position of 42%. This includes KPI-based performance shares that have been issued - if our KPIs are missed the maximum equity position increases to 50% for investors in this round (more information in the offer tab). The funds raised will be used to support fast growth:

  • Building a strong team: a great business needs talented individuals
  • Kitchen equipment: we already have a commercial kitchen, but we will need to expand as we grow, and will need to ensure we meet the highest food safety standards
  • IT system: we have a fast, innovative and robust IT system and will develop additional functionality allowing us to provide a high quality customer experience, and support our strong digital marketing strategy
  • Marketing: to fuel fast growth we need to market our product in ways that make as much noise as possible

Being passionate about sharing food experiences and disruptive business practices, I love the concept of equity crowdfunding. Offering you the opportunity to be part of this global market shift is an excellent way to spread the word quickly, and to allow you to increase the value of your shares each time a new box is sold.

We have a fantastic opportunity for rapid growth throughout NZ before quickly expanding our concept offshore. Our point of difference is our previous experience of producing pre-made meals through our previous company, TOMeTTe (winner of the Supreme Food Award at the NZ Food Awards), as well as the semi-prepared style of WOOP product. The market has been educated in the home delivery food subscription model, and we are introducing a product that is superior to existing solutions. Join us now in this food revolution!

Thomas Dietz
Founder & CEO


Product Overview

WOOP is a home delivery solution, with a subscription-based model.

Every Sunday subscribed customers receive a chilled box containing:

  • All the ingredients to prepare three gourmet dinners in 15 minutes: diced veggies, pre-cut or pre-cooked meats or fish, prepared sauces.
  • Easy-to-follow recipe sheets with clear step-by-step instructions.

All ingredients are fresh and 100% natural.

WOOP stands for ‘World on our Plate’. Every week we develop new globally inspired gourmet meals. We offer meals such as:

  • Spanish paprika and lemon chicken thighs with fresh salad and patatas bravas.
  • A very French confit duck made in Aotearoa, accompanied by apple, red cabbage and green beans.
  • A fusion of Indian and Thai flavours in our tamarind fish.
  • A succulent combination of tastes in our Kiwi pork belly with Moroccan couscous.

It’s like having an international chef prepare three fresh, healthy dinners every week at a reasonable price.

Meet the team

Photo of Thomas Dietz

Thomas Dietz CEO + Director

Food expert, tech enthusiast, entrepreneur and Parisian - Thomas knows fine cuisine. He has travelled the world in many management roles working for the beauty giant L’Oreal, which brought him to our shores seven years ago. In 2012 he founded TOMeTTe, a ready-to-eat food production business. TOMeTTe is stocked in leading supermarkets such as New World, Farro and Nosh. His approach is simple: quality, passion, energy and a little “je ne sais quoi” that could be called French flair. TOMeTTe has garnered significant market recognition, winning three awards at NZ Food Awards, including the ‘Supreme Food Award’ for the best product of the year. When Thomas is not in the kitchen fine-tuning new recipes or implementing new marketing initiatives you may well find him chasing the best swell in NZ on his surf or kite-surf boards.
Photo of Jane Hunter

Jane Hunter Chairwoman

Jane has practiced law for 25 years with a wide ranging litigation focus. A leading barrister, her commercial track record as a litigator has been gained in complex cases involving multi-layered company and trust structures involving both domestic and international entities. Jane finds solutions to issues around solvency, corporate valuation, financing and forensic tracing of money movements through accounting records. Jane has a sound understanding of commercial statutory frameworks and her legal background will assist in addressing governance issues. Jane is also an entrepreneur. She founded Phoenix E-file Limited, an innovative archiving company, providing real time archiving storage and retrieval of documents for professionals and community organisations. A real foodie, Jane is the former President of the New Zealand Truffle Association. She’s passionate about wine and loves fishing from her kayak from the beautiful coastline of Waiheke Island.
Photo of Chris Harding

Chris Harding Investor and Director

Co-founder of TotemIT and often called the head architect, Chris has lived a life of adventure, with his most exciting adventure yet to come: WOOP! With a passion for design combined with innovative leadership and delivery, Chris worked his way around the world until he was stopped in his tracks by a beautiful Kiwi girl. Loving life in New Zealand he decided to stay, and continued the adventure by building a multimillion dollar consulting business. Totem has delivered solutions for some of the NZ largest tech companies including: Tower, Spark, 2 Degrees, Vector, Vero and Progressive. Chris has experience ranging from transforming businesses to designing massive IT projects. He combines vision with pragmatism and magically enables his teams to deliver.
Photo of Mario Vulinovich

Mario Vulinovich Director

After over 15 years of business and leadership experience at senior executive levels at Shell, Mario returned to NZ to pursue his own business interests. Over the last 10 years Mario has established a successful consulting business that provides strategic and M&A advice to local and international companies. Mario is also a keen entrepreneur, being the founder and Managing Director of Lightknight International Limited. In addition to his business experience, Mario has a Bachelor of Engineering and an MBA.
Photo of Mark Collins

Mark Collins Director

Mark Collins is an award-winning food philosopher and business expert who has spearheaded numerous entrepreneurial food and hospitality ventures in New Zealand and internationally. One of New Zealand’s best chefs competing in cooking competitions around the globe, this passionate Kiwi has held chef and management positions in Europe, North America and the Middle East. Mark returned to New Zealand to establish a popular restaurant in Wellington – leading the move to feature a purely New Zealand wine list. Since then Mark has been behind the creation, marketing and operational success of a wide variety of innovative food products. He is a champion of new production techniques and is fastidious about helping businesses create memorable customer experiences in hospitality. He is passionate about the future of food in New Zealand with a focus on the ways we grow, prepare and consume food.
Photo of Darren Cottingham

Darren Cottingham Investor and Digital Strategist

Darren is a serial entrepreneur. He moved from the UK to NZ at the age of 19 and ran a successful music recording studio for 10 years. He has started and managed companies in education, media, advertising, publishing, software development, finance and health products. He has worked in the digital space since 1996, and currently consults in digital strategy to a number of clients in New Zealand and the UK. His own websites attract over six million page views per month. He is also an accredited Business Mentor and a talented musician.
Photo of Kamil Splinter

Kamil Splinter Production Manager

Kamil is a very talented and experienced production manager who has passion and a real gift for amazing food (confirmed by our taste buds every day)! Trained as a chef, he has over ten years’ experience in specialty food production. Kamil has led production teams catering for business and first class passengers of Air New Zealand, Emirates and Singapore Airlines. He has sound experience in working under the highest food safety standards, managing complex and changing recipes and growing large teams. An amazing team player, Kamil is the father of three young kids that will surely become as good soccer players as their dad.
Photo of Kristen Staines

Kristen Staines Head of Recipe Development

Living and breathing food, Kristen is a recognised chef with strong experience in New Zealand and in the UK. Always sourcing the most original ingredients to cook international recipes, she has extensive experience in fine dining restaurants, including the French Café. She’s even worked with Jamie Oliver! Kristen is the founder of Little Red, a successful catering business specialised in high profile events and top end private parties.

Warning statement

It's crucial for you to understand the characteristics and risks of this investment opportunity. New Zealand law normally requires people who offer financial products to provide in-depth information to investors before they invest. The usual rules do not apply to offers by companies through Snowball Effect. As a result, you may not be given all the information you need to make an informed decision. Investing is risky. Some of the key risks include loss of capital, illiquidity, lack of returns, dilution, loss of key people and customers, and lack of control. You should only invest money that you can afford to lose.

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