The $4B+ US soup industry lacks innovation. So, we created it. With high 65%+ margins.
Zero Prep Time. Microwave in 90-seconds. On-the-go BPA free packaging.
A Proper Good Overview
PRODUCT - Meals with ingredients you can pronounce, delivered direct to your door and ready to eat in 90 seconds! We are starting with soup, but plan to rapidly expand our product line into other meal solutions that have the same flexible, transparent pack format and ease of use. We are excited to make mealtimes easier and offer meal solutions that support diets such as keto, vegan and low calorie.
OPERATIONS - We're extremely efficient with short lead times, low minimum order quantities and fantastic payment terms with our suppliers. This means that we do not have large amounts of capital tied up in inventory and it also allows us to be responsive to consumer feedback, trends and create seasonal flavors.
DISTRIBUTION - Our products will be initially sold through eatpropergood.com and shipped directly to consumers, via individual orders or subscription. This is a profitable channel due to our lightweight, flexible packaging and ambient shipping, which allows people to get meals delivered directly to their door. In addition, curating the customer experience and journey brings huge data insights on our products & customers.
MARKETING - We have a focus on original, creative and engaging content, unlike anything you have seen in the meal solutions space. A focus on fun visuals, vibrant, healthy, conversational marketing that engages the online community. We are obsessed with data analysis and continuous iterations to maximize our marketing efforts. We do nearly all of the marketing in house which allows us to test ideas, gain data quickly and adapt as needed.
FINANCIALS - We’re getting ready for launch in Q1 2020, as of now all products, pricing and operations are ready to go. Our products have between 65% & 75% gross margins (COGS to Sale Price). With cost-efficient ambient shipping, we can be unit economic profitable on most shipments. In addition, we have very little Capex, most of our costs are variable with sales, and our extended payment terms with suppliers mean we’re confident we can hit a negative-cash-conversion cycle.
Brand & Investment Deck
click through entire deck below or see a downloadable version below
Ask a Question