FarQueue Products, LLC

Transcription

www.ChefAngryMike.com
www.FarQueueProducts.com
Kicking the competition’s ass, one tasty jar at a time.
VC Proposal
Let Us, FarQueue
What is FarQueue Products, LLC?
Food Producer? Merchandising Company? Media Company? All Of The Above?
Clearly we are not the traditional company marketing a product. Our “in your face”
approach has been designed to clearly distinguish us from other startups. We have
attracted the attention of PETA, and the Estate of Jimmy Hoffa, amoungst others.
The characters that we have created, and their attitude, has resonated with our
customers who clearly enjoy interacting with them. This strategy has worked so well
that we were actively selling merchandise before we were actually selling product.
Our customer base is nationwide, and we frequently turn away international orders
due to shipping complexities.
Let Us, FarQueue
Project Goals:
•To launch and fully develop the corporate branding and product line, of our
all natural, gourmet pasta sauces and related merchandise.
•To enhance and grow the business through sales, promotions, and related
merchandising strategies.
•To successfully “re-brand” Michael Teutel as an independent entrepreneur
and business owner. (away from his character on “American Choppers”)
•To develop the “Chef Angry Mike” character as someone the public loves
to hate, with slogans and advertising programs that become easily
identifiable with the product and the brand.
•To position the brand as a spring board for other initiatives and projects in
media. (web, book, television, and film)
(cont…)
Let Us, FarQueue
Managing Partners
As CEO, Michael Basile to holds a 60% equity stake in the LLC.
Michael is a 25+ year veteran in the financial sector and has held senior
positions at Merrill Lynch and Bank of America. When Michael departed
ML/BAC in December of 2010, he was a Director and Global Head of
Information Management and Reporting for their global real estate division.
Michael is currently COO for a NY advisory services firm that caters to large
pension funds and asset management companies.
Michael Teutul holds a dual role of Celebrity Spokesperson and Product
Development Officer and holds a 40% equity stake in the LLC.
Michael is best known for his role in the reality TV series “American
Chopper” seen on the Discovery network. Michael is also the owner of his
own art gallery in Montgomery NY.
Let Us, FarQueue
Background / History
Let Us, FarQueue
• 2008
FarQueue Products, LLC was started by Michael Basile as a test to see if his family
recipe’s were marketable to the public. The website was launched with 10 unique
sauce products with slightly offensive names and content that “pushed the envelop”.
•
2009
With no real advertising effort, demand was out running supply, the products were
being ordered by people nationwide at the ridiculous price point of $14 a jar. ($10 +
$4 shipping) Repeat customers verified that the product had legs. By the end of
2009, the line of products had a small “cult” following of repeat customers.
•
2010
Through a mutual friend FarQueue was put into contact with Michael Teutul from the
American Choppers television show that runs on the Discovery network. Teutel and
Basile liked the chemistry they had from their first few meetings and began working
on scripting for commercials and “webisodes”.
Let Us, FarQueue
•
2010 cont.
In April, Basile & Teutul shot a series of short commercials with a small crew from the
TV show that yielded 6 production ready spots. They run on the website and on local
cable TV in NJ.
•
2011
FarQueue Products contracted Phillip Hoffman, a veteran food professional that
runs SauceLab, LLC in Scarsdale to reverse engineer 3 primary sauces for large
scale production. SauceLab has engineered products for Mario Batali and RAO’s
Homemade.
In March, FarQueue Products began selling merchandise on its web site (T-Shirts
with the brand and fully logo’s) in support of the product before it even had a
productionized product. Sales of the merchandise quickly became more profitable
than the actually sauce product.
In April, FarQueue Products put 3 sauces into full production at FoodSwing
Production facility in Ocean City Maryland. All sauces have USDA Seals and
international UPC codes.
Let Us, FarQueue
To date, 500 cases of finished product sits in a warehouse ready for distribution.
Foodswing in MD has the formulas for the sauces programmed and can run batches
on demand.
To date, the Web Portal has over 130,000 visitors, and our Facebook fan page has
close to 5,000 fans, all by word of mouth with no real marketing.
The characters we have developed support the product and already have fan bases
on the internet. We see no reason why this cannot translate easily to television
commercials and an expanded product line. We envision our characters becoming
iconic, much like “Mr. Whipple” of Charmin, Colonel Sanders, The Geico Cavemen,
and The tired Dunkin Donuts Man.
Let Us, FarQueue
Where are the orders coming from?
34 States plus Canada, Sweden, UK, Australia, & Military bases.
Close to 1,000 jars sold at the original price point of $10 + $4 Shipping.
New price point “productionized” jars ($6 retail) being introduced now.
Let Us, FarQueue
Let Us, FarQueue
Let Us, FarQueue
Site and Infrastructure
Let Us, FarQueue
Established Infrastructure
Let Us, FarQueue
Established Infrastructure
•Web site up and running since 2009.
•Credit Card orders handled via PayPal.
•Site and Products cross marketed on Etsy.com
•Established email system implemented.
•Site hosted by Network Solutions and maintained internally with no outside
web development staff at this time.
•Vendor pluggins available from host to instantly support an expanded sales
portal and on-line store if our current structure fails to meet requirements.
•FarQueueProducts.com is currently linked to ChefAngryMike.com
Let Us, FarQueue
What sets us aside from the plethora of other Gourmet/High end
products in the market today?
“Mikey” Teutul is viewed by 40M people worldwide each week via the show and
syndication of the original show episodes. He is the common mans hero and his fans
are fiercely loyal.
Price Point: RAO’s, currently the gold standard, sells for $10-$12 a jar. We have
lowered our price point to $6 retail. Our products are just as good if not better, and
are produced by the same factory.
Chef Angry Mike is the Felix to Mikey’s Oscar, and from the feedback we have gotten
from the web site and email, everyone loves to hate him. Fans write in and request
that he be hit in the face with a pie on line (which we did), shot with Mikey’s BB Gun,
tied to the railroad tracks, etc. This leaves us with a lot of material to film and
produce in support of this product.
This product, specifically the sauces, is the conduit to other products; Books, shows;
radio; film. People love to see us interact.
Let Us, FarQueue
Do we have “Built In” Marketing? (latest stats below)
via press release:
DISCOVERY CHANNEL’S American Chopper: JUNIOR VS. SENIOR DRIVES
STELLAR RATINGS ON MONDAY NIGHT
--American Chopper Ranks #1 Among Men in Non-Sports Primetime Programming
for the Second Week in a Row-(New York, NY.) –Discovery Channel’s hit series American Chopper: JUNIOR VS.
SENIOR delivered huge ratings on Monday night at 9PM ET/PT making the show the
#1 non-sports program for the second week in a row with P/M25-54 and M1849. The episode delivered a 1.98 HH rating and a 1.82 P25-54 rating.
American Chopper: JUNIOR VS. SENIOR garnered 2.83 million viewers P2+. The
episode titled “Old Rivals” also out-delivered many broadcast programs for Monday
in prime delivery for key demos including out delivering NBC among M18-49 during
primetime.
Let Us, FarQueue
Current List of Sauce Products
Let Us, FarQueue
Traditional Meat Based Sauce, a.k.a. "The Sunday Gravy"
Rich, thick sauce that can be enjoyed with pasta or dipped with a
nice loaf of real Italian bread. (Or you can just make like my
Roman forebears and rub it all over your body and roll around
with a friend - But for god's sake lay down some newspaper
first.) This sauce is patiently made with beef, pork, lamb, and
anyone else who decided to tick me off that day.
Sure it will clog your arteries, but according to Nostradamus the
"End of Times" has begun already, so who really gives a hoot...
(On the odd chance they are right, then I definitely over-paid for
my carpet. Damn.)
Either way, enjoy it, and please don't ask for the recipe. Hoffa
asked my Uncle Vincenzo once, and we all know how that
turned out.
The Devil's Brother Fra Diavolo Sauce
For those of you who really want to relive the fiery delights of
last nights dinner tomorrow morning, I have created my own
special version of Fra Diavolo. It's hot from the Pepper Rosa!
It's sweet from the Basil! It's so good that it's even covered in
the new Obama Health Care Bill! For the truly insane, there is
an extra spicy "Holistic Colon-Cleanse" version that will have
you holding onto the bowl with both hands the day after and
praying for the Armageddon to finally arrive.
Yeah, I know I'm disgusting, but I also know that my superpsychic powers will compel you to order. (that's right, you're
already under my spell....look into my eyes...breathe
deeply...you think you're a chicken...bock bock bock bock..Now
Order!)
Let Us, FarQueue
Roasted Fennel Marinara Sauce
For all you trendy, haute cuisine, elitist food snobs, I have
created an incredible infusion of traditional Italian flavors,
Fennel and slow simmered tomatoes. Yes that's right folks,
your old buddy Chef Angry Mike has innovated yet another
masterpiece for your self-centered enjoyment. Bulbs of
fennel are slow roasted to bring out their sweet Anise flavor,
then simmered and blended smooth along with San
Marzano tomatoes. The sauce has a wonderful under-flavor
of fennel, yet is not overbearing to the pallet. (just forget that
last flowery prowse, it's just kick ass sauce, ok?) Order now
and you will be free to celebrate my unparalelled genius.
Porcine Orgy Sausage Supreme
Hey, what self respecting carnivore doesn't like sausage?
We all do, especially Chef Angry Mike. This sauce is chock
full of sliced pork goodness, oozing with the flavor of pure
porcine heaven. Come on, order one, You know you want to,
you bad girl.
Puttanesca Sauce
The literal translations is "Whore's Sauce" in Italian. Think
I'm joking? Go look it up...it's OK, I'll wait.. Who knows
Puttanesca's better than Chef Angry Mike? No one, that's
why my sauce is the best. Black and green olives, capers,
garlic, San Marzano tomatoes, and anchovies make this
sauce an incredible taste explosion....(yes, anchovies...what
flavor best captures an tawdry culinary experience than
anchovy, huh? And did you catch the "explosion" reference?
I'm pretty damn witty!) Ok, my jokes suck, but my sauce
kicks ass...
Classic Marinara Sauce
San Marzano tomatoes, onions, garlic, and sweetened with
carrot. Yes carrot, what did you'd think I'd do, add sugar? Are
you insane? Hey, my kids have to eat this stuff. I'm a damn
responsible parent.
All you annoying Vegetarian's will be happy to know that this
sauce falls within the guideleines of your wacky lifestyle.
And all you animal rights activists can knock off the nonsense
too. Someone has finally heard your demands for a meat free
pasta sauce. Put down your annoying picket signs and grab a
fork and a spoon. You wacko's might actually enjoy life for a
moment.
Roasted Garlic Explosion ! (PU ! You Stink !)
A whole bulb of garlic that is slow roasted to reach the pinnacle
of sweet perfection is then infused with San Marzano tomatoes
and my special blend of spices and olive oil. This is just as
good spread on bread as it is over your favorite pasta.
Note to all the men out there: If serving this sauce to your lady
and passing it off as your own does not get you a night of
unbridled passion, then I'd resign myself to a life supporting the
prostitution industry.
Let Us, FarQueue
The Million Calorie Virgin Vodka Cream Sauce
Look, I want your kids to be able to enjoy this food too so
that's why we make it without the vodka. (hey, we're
responsible! Friends don't let friends eat Chef Angry Mike
Pasta sauce and drive. Please take the fork away, and for
gods sake, eat responsibly!)
If you don't like my reasons then go start your own pasta
sauce company and stop bothering me. This sauce has
been lovingly coaxed to perfection with a mixture of the best
tomatoes we can find, sinfully decadent cream, and tangy
romano cheese. (if you're Lactose intolerant, then go take a
hike, I can't be bothered with your genetic weaknesses...)
What’s Next For FarQueue Products ?
Product Expansion:
• Continue building the pasta sauce line
• Hot Sauces. (Big Market in the male 18 – 45 year old demographic)
Michael Teutul would be a great pitchman and it would give us a lot of
creative material to play with for sauce names and commercials/visuals
• Cook Book (Celebrity cook books are now all the rage) We are currently
working on authoring our own cook book entitled “Donuts and Hot Dogs,
the untold story of forbidden culinary love”
• Movie Treatment “The Rise of FarQueue Products” Our story of how we
came together, built a company out of internet nonsense, and of course,
raised millions on capital…
Let Us, FarQueue
What we need to take FarQueue Products to the next level:
Capital Funding for Staff
•
A qualified COO/ CFO.
•
Full time food professional dedicated to getting the products on the shelves. (Would be great
to do an exclusive with Costco, Walmart, Whole Foods, etc.)
•
Marketing. We need to get our content on the airwaves.
•
Agent: Full time professional dedicated to getting Mikey & Chef on promotional vehicles (Fox
& Friends, Rachel Ray, etc)
•
Web/Internet Portal for large scale merchandising
Resource
Food Industry Professional
Marketing Professional
Marketing Campaign Costs
Web Designer/Developer/Admin
Entertainment Industry Agent
COO/CFO Professional
Warehousing/Distribution
Year 1 & 2 Totals:
Timeframe
7K per month for 6 months
10K per Month
Discovery Channel 250K
5K per month over 2 years
5K per month over 1 year
140K per Year over 2 years
3K per month as needed Year 1
42,000
120,000
250,000
60,000
60,000
140,000
36,000
$ 708,000
Year 2
‐
60,000
?
60,000
Notes
Once in market, no longer needed
Year 2 might not be required
America Chopper is effectively a nationwide commercial
Web portal for merchandising
Commission basis for year 2
140,000 Someone needs to have oversight
‐
Year 2 product goes direct from Factory
$ 260,000 Total Capital Required: $968,000
Let Us, FarQueue
Where do we go from here?
Exit alternatives:
• Grow company and generate interest in an IPO
• Grow company and exploit merchandising and media
opportunities
• Grow company with the strategy of being acquired by
a larger corporation (Hunts, Kraft, Monsanto, etc) and
license images and endorsements
Let Us, FarQueue
Investment Opportunity
• Direct Equity Share possible in return for significant
investment
• Discounted Convertible Notes
• Attached Warrants
• Available to accredited Investors
• $10,000 minimum investment
Let Us, FarQueue

FarQueue Products, LLC

Transcription

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