ProCook Group PLC · LSE:PROC
ProCook — finnCap Consumer DTC Conference 2022
15 slides from ProCook's conference presentation, Jan 27, 2022
Slide 1: Using a digital strategy to enter new markets
Using a digital strategy to enter new markets 1 ProCook | finCapp Consumer DTC Conference Dan Walden, CFO 27 January 2022
Slide 2: ProCook today
ProCook today ProCook is the UK’s leading D2C specialist kitchenware brand 2 1,600 products 700+ people 3m customer database ProCook | finCapp Consumer DTC Conference 55 retail stores in UK Own UK website, Amazon in EU Brand awareness opportunity 100% 80% 60% 40% 20% 0% Nisbets Joseph ProCook Presti
Slide 3: A strong track-record of growth
ProCook today A strong track-record of growth Revenue £m by channel & YoY growth % Gross margin % & EBITDA £m / % 3 60 45% 40 80% ProCook | finCapp Consumer DTC Conference 40% 35 70% 50 35% 30 60% 40 30% 25 50% 25% 30 20 40% 20% 15 30% 20 15% 10% 10 20% 10 5% 5 10% 0 0% 0 0% FY17 FY18 FY19 FY20 FY21
Slide 4: Market opportunity
Market opportunity The UK market opportunity is substantial, with new territories providing a 3.5x larger market opportunity, with similar customer and competitor dynamics 4 ProCook | finCapp Consumer DTC Conference Established presence, significant headroom for growth Minimal presence, expanding ma
Slide 5: D2C business model – our competitive advantage
D2C business model – our competitive advantage As a D2C brand, ProCook has complete control of the route-to-market and end-to-end customer proposition facilitating our value- for-money approach and generating healthy margins 5 ProCook | finCapp Consumer DTC Conference Brand Consistent messaging Prod
Slide 6: Bespoke technology platform
Bespoke technology platform ProCook has developed a dynamic and highly scalable bespoke technology platform that supports business operations and allows capture of customer data throughout the customer journey 6 Proprietary Business Systems ProCook | finCapp Consumer DTC Conference Features Features
Slide 7: Customer data supports business growth
Customer data supports business growth ProCook has developed its own data capabilities within its technology platforms which supports decision making 7 Customer data: value to ProCook ProCook | finCapp Consumer DTC Conference — Customer acquisition tracking — Repeat performance and LTV measurement —
Slide 8: Strategic plan
Strategic plan A clear plan for sustainable growth through customer acquisition & retention, supported by channel and product development 8 Our purpose Sharing our passion for cooking ProCook | finCapp Consumer DTC Conference and ingredients for We design & source beautiful We create inspirational &
Slide 9: Our EU strategy – digital first
Our EU strategy – digital first Using established multichannel capabilities to enter new territories profitably and in a controlled fashion 9 ProCook | finCapp Consumer DTC Conference Building confidence and capability through a digital first approach Phase 1 Phase 2 Phase 3 Test and learn through m
Slide 10: EU strategy – Phase 1: Test and learn through marketplace trading
Our EU strategy – digital first Phase 1: Test and learn through marketplace trading, building brand awareness and operational capabilities 10 • Launched Amazon.DE and .FR in 2016-17, using ProCook | finCapp Consumer DTC Conference knowledge established from Amazon.UK trading ✓ Developed understandin
Slide 11: EU strategy – Phase 2: Launch own ecommerce platforms
Our EU strategy – digital first Phase 2: Launch and scale own ecommerce platforms 11 Launching EU ecommerce platforms ProCook | finCapp Consumer DTC Conference • Launching ProCook.DE in coming weeks • ProCook.FR and ProCook.NL will follow ✓ Developed platforms leveraging existing Ecommerce code base
Slide 12: EU strategy – Phase 2: Scaling EU ecommerce platforms
Our EU strategy – digital first Phase 2: Launch and scale own ecommerce platforms 12 Scaling our EU ecommerce platforms 8% ProCook | finCapp Consumer DTC Conference 46% • Acquisition focused on Paid Media & SEO channels 36% with established UK capability • Supported by localised Social Media and PR
Slide 13: EU strategy – Phase 3: Physical retail
Our EU strategy – digital first Phase 3: Physical retail adds to brand authority, customer acquisition and multichannel convenience 13 Physical retail to launch when we’re ready ProCook | finCapp Consumer DTC Conference • Profitable stores provide opportunity for customers to look, test and seek adv
Slide 14: Summary: Sustainable growth in new markets
Summary Sustainable growth in new markets 14 • D2C business model provides competitive advantage ProCook | finCapp Consumer DTC Conference • Significant opportunity for continued growth both here in UK and in the EU • Approaching the EU with a digital first strategy, using our existing strengths and
Slide 15: Q&A ProCook investment case
Market Highly attractive market dynamics with a fragmented competitive landscape in the UK and overseas Infrastructure Well invested infrastructure provides an agile and scalable platform for growth Growth Clear strategy for growth through customer acquisition & retention, and channel development D2