Tomato Sherpa Dinner kit Corporate program Seed round pitch deck.

1. Life is busy. Keep dinner simple.
Ready-to-cook meal kits with sustainably sourced ingredients delivered.
Tomato Sherpa LLC | Stacey Waldspurger, Founder/CEO | www.tomatosherpa.com | stacey@tomatosherpa.com !

2. Designed for success
Our meals are quick, fail-proof, and delicious every time. A
subscription service with easy instructions, sustainably sourced
ready to cook ingredients. Delivered in reusable packaging.
Tomato Sherpa cooks are simply empowered.
Dinner dilemma.
Cooking is one of the best ways to support personal health "
– but busy people lack time and skill.
- 27% of American adults cannot cook,
- yet 79% enjoy cooking
- and 85% want to eat more healthfully.
Too often, intentions are unfulfilled.
Cooking takes time, planning, and skill.
Desire is strong, but barriers are high.
“I opened the bag and all of a sudden – I could cook!”

3. Fail-proof home cooking for any skill level
Everything a cook needs to make a delicious home cooked meal - in 30 min
Flexible Weekly Subscriptions
• Select two or four portions
• Choose number of meals
• Price per portion = $9-$12
• 6-8 meal choices available each week
• Meat, vegetarian, gluten-free, dairy-free
Easy Cooking
• Cooking time about 30 min
• Ingredients in exact amounts/semi-prepped
• Simple instructions with tips and photos
Delivery
• Weekly delivery to office
• Home delivery through Ambassador program (to come)
• Pick up locations in select areas
• Reusable insulated tote and ice packs
Nutrition and Sustainability
• Meals meet requirements for balance and health
• Calories between 500-800 per portion
• Ingredients sourced sustainably

4. Corporate Partner Profile
Teams of 400+ employees. Employers promote
concierge services to staff to relieve stress and increase
health benefits.
Ave. customer value: $44 weekly "
12 month retention: 65%
COA: $120
LTV: $800
Users per company: 5%
Customer Profile:
28-54 year old professionals. Time constrained,
health aware eaters, aspiring cooks, tech savvy
consumers. Singles, couples, and families – want to
eat delicious meals at home a few nights a week.
Benefits for employees and employers
Target company size: 400+ employees
Target companies in SF Bay area: 4500
Go-to-Market strategy: Promote service to wellness and employee services teams, then sell subscriptions
directly to employees and deliver to the office to take home and cook.

5. (Actual partners)
Market Size: $18B
Target company size: 400+ employees
Target companies in US: 40,000
Target User Population: 22,000,000
x $800 (LTV)
$18,000,000,000 Addressable Market
3 year goal : 2000 Corporate partners in 5 Markets – 5% Addressable Market
Targeting urban markets with high concentration of corporate partners.

6. Positioned within 3 major growth areas
1. Corporate Wellness: 15% y/y growth
Employers provide wellness services to: Reduce
employee stress, improve health, Retain/attract talent.
Consultancies seek innovative programs for clients.
3. Conscientious Consumption:
Organic/local purchasing up 15%
Shoppers are increasingly aware of the impact "
of their choices on their health, the effect on
communities and the environment.
2. Online grocery: 13% y/y growth
online grocery task outsourcing increasing
Consumer shopping outside the store. Interest in saving time
and new solutions.

7. Meal kit competition
DeliveryEfficiency
Sustainable Sourcing
Delivery Efficiency
• Group delivery cuts costs versus competitors
shipping to home.
• Reusable packaging system – better customer
experience
Sustainable sourcing
• Transparent sourcing appeals to target customer

8. Created a high quality program for discerning customers and corporate clients
• Delicious and easy, No fail recipes for all levels, 20 corporate channel partners,
• Competitive Product Distinction: Simplicity and ease, high quality recipes, high quality ingredients
• 30,000 meals delivered!
• >65% retention per year and low churn!
• 400K Revenue run rate!
Proven viability of dinner kit sales to employees in the corporate workplace
• Established a reputation for excellence with clients.
• 20+ partnerships including: GoPro, LinkedIn, Workday, Pandora, Adobe!
• 50+ in pipeline, 10 ready to launch!
• Over 25% of partners came from partner and customer referrals!
!
!
Next Up:!
Scale to profit in 6-8 months in SF Bay Area. "
Launch with 170 companies!
Attain 2500 customers !
Reach $5M Revenue run rate!
Enter 2nd region!
!
2014 Results
12 month proof of concept - Consistently excellent product and effective corporate sales channel

9. Objectives
• Establish operations in South San Francisco!
• Profit (8-9 mos) in SF Bay area!
• $4M Revenue - 12 month period !
• Onboard 20 team members including: !
"Sales Director, Director of Operations, Business Dev lead.!
• Engage Strategic partners: Laundry locker, Zipongo, !
The Fruit Guys, Mercer, Kitchit, Grub Market!
• Launch Ambassador Program: Incentivized customers host deliveries
at home!
Next 12 months
Growth in SF Region: Break even at 2500 customers in 8-9 months

10. Aggressive growth over 3 years
Gain market share, quickly cover costs, enter 5 new regions efficiently.
Regional Growth
Launch in new market every 8 months
After reaching profit in SF
Gross Profit
2015: 39%
2016: 42%
2017: 48%
YR
2
YR
3
YR
4
Gross Revenue
$4,041,229
$22,531,345
$57,174,890
Cost of Goods Sold
$2,293,929
$11,697,454
$26,043,075
Operating Expenses
$2,254,318
$7,394,921
$11,335,715
Operating Income
$(911,142)
$1,591,400
$15,507,983
Employees
2015: 22
2016: 60-70
2017: 90-100
Assumptions
1.5M investment
Reach profit in SF in 8-9 mos

11. Stacey Waldspurger, MBA
Founder/CEO
15 Years creative marketing and branding. Sustainability
focused MBA. Led development of Tomato Sherpa’s
operations, financial strategy, and sales process to date.
The Tomato Sherpa Team
Advisors
Chris Mittelstaedt
CEO, The Fruit Guys
Christopher McTiernan
Head of Market Intel, Google Inc.
Adam Dean, MBA, CPA
Director, Square One Bank
Shivani Ganguly, MBA,
Owner, Bom Dia Market, "
Friday Consulting,
Carl Randal, MBA
Prev. CEO Culinary Brands
Bruce Smith, MBA
Business strategy and Operations
Upcoming Hires
Sales lead, Operations Director, Business development lead
Andrea Barrow
Product Development Manager
Andrea manages total kit design. A talented chef with a
keen knack for creative, simple, and seasonal menus.
Makes our meals fail-proof and fantastic.
Danielle Boule
Sales and Account Management
Daniel’s background in nutrition and wellness have helped
to integrate our product into corporate wellness programs.
She manages new sales leads and client on-boarding

12. Appendix

13. Key Growth Activities: pre-profit costs
G&A/Operations Expenses:
Staff (Operations, G/A, Product): $250K
Infrastructure/Technology/Equipment: $250K
Marketing & Sales Staffing and Activities:
Staff (Sales Director and Sales Associates, Bus Dev, Marketing): $328K
Corporate Marketing Events:
Digital Marketing: SEO, Ad Words, Re-Tagging, Social Media, Blog, PR
Advertising: Digital, Video & Traditional Channels (print, and transit)
Email Marketing, Collateral, Brochures, Posters
Product Incentives and discounts
Capital Investment: $100K
Operational needs for growth (refrigeration, shelves, tables, tools, etc.)
Website upgrade
Costs
SGA/Ops: 1,385,900
Cogs: 1,015,800
Revenue Offset: $1,766,120
Investment requirement: $635,640

14. Acquisition: Companies/Users
Re-Launch (3 mos)
Region 1 (SF Bay)
Regional Growth
Commission sales team: Targeted sales to wellness/employee service managers. Network, partner
referrals, meetings, product trials, follow up. (>25% partner referrals) – add regional teams with growth.
User Acquisition: On-site employee sales events. Sign up on the spot.
Direct Email: re-sign previous
customers, drive user referrals.
Targeted email lists: Corporate
wellness/HR events, opt in lists,
Data.com
Distribution Partners: Incentivized partner intros, collaborative
marketing events, shared email, print inserts, offers.
Online activity: SEO Organic
Search, Google Adwords,
Ambassador Program:
Incentivized hosts for home
delivery. SEO, Organic Search,
Adwords, Facebook
PR: Corporate cooking
successes, dinner hacks,
corporate sponsorship buzz
Content: tips and hacks
videos, recipes, online cooking
class, pictures, sourcing
partner video/content

15. 3 Year Financial Model
Income
Statement
YR
2
YR
3
YR
4
Gross
Revenue
$4,041,229
$22,531,345
$57,174,890
Less
10%
Commissions
$404,123
$1,847,570
$4,288,117
Net
Revenue
$3,637,106
$20,683,775
$52,886,773
Total
COGS
$2,293,929
$11,697,454
$26,043,075
Gross
Profit
$1,343,177
$8,986,321
$26,843,698
Gross
Margin
$0.33
$0.40
$0.47
OperaHng
expenses
G&A
$587,723
$1,588,551
$2,244,414
Sales
and
MarkeCng
$917,012
$3,371,578
$5,446,926
OperaCons
$514,583
$1,889,792
$2,899,375
Product
Development
$235,000
$545,000
$745,000
OperaHng
Expense
Total
$2,254,318
$7,394,921
$11,335,715
OperaHng
Income
(EBITDA)
$(911,142)
$1,591,400
$15,507,983
EBDTA
%
Ops
expenses
as
%
of
rev
G&A
15%
7%
4%
Sales
and
MarkeCng
23%
15%
10%
OperaCons
13%
8%
5%
Product
Development
6%
2%
1%
1%
DonaCon
$89,863
$268,437
DepreciaCon
(est)
0
$200,000
$400,000
Corporate
Taxes
$556,990
$5,427,794
Net
Income
$(911,142)
$744,547
$9,411,752
-­‐25%
4%
18%

16. Staffing Plan (next key hires)
Sales/Marketing
Sales Director – Team builder/leader, scaling experience, B to B and some B to C, Proven record
Sales Associates – Manage Corporate sales and onsite user conversion (regional)
Business Development (Danielle) – Build relationships with partners for growth, strategize for regional roll-out
Marketing Manager – Oversee marketing plan, Event materials, media buying, PR, Social media
Customer/Client Service
Customer Service Manager – Manages customer experience for high retention
Corporate Accounts manager – Team
Operations
Operations Director – experience scaling operations, reporting, sourcing and vendor management
Sourcing/Receiving – ingredient/packaging buyer.
Product
Product Director (Andrea) – Oversee product design/development
Chef/Writer (pt/) – Assist in recipe creation and writing
Online product manager – Technical lead for online interface
Year 1: 25-30 employees
Year 2: 60-70 employees
Year 3: 90-100 employees

17. Strategic partners for growth
Other potential partners:
Distribution/Marketing: In discussion
300+ Apt. locations in SF, expansion in progress
Marketing/Distribution: In discussion
1000+ Corporate locations in SF Bay area, 5 US regions
Marketing/Distribution: In discussion
Distribution beyond the office: schools, hosted sites, community locations
Marketing partner: In discussion
Marketing perks/services to corporations

18. Investment Opportunity
Convertible debt raise: $1.5M
To fund sales and operational activities to reach profit in SF Bay Area ($800K)
and begin rollout in first new region ($700K).
Terms: 20% discount and 24 month term "
for preferred shares.
Investor exit scenarios:
• Acquisition by strategic partner in yr 5-8
• Dividend payout

19. Please be in touch with Questions!
We are happy to provide further information on request.
Stacey Waldspurger, Founder/CEO
stacey@tomatosherpa.com,
415-306-1575
“My girlfriend and I have been cooking with you guys for the past year or so. During
that time we've grown more adventurous in our eating, felt great about the foods we
were eating, and been excited to come home to cook.” - N. Rowe, Customer