HomePlate A-Round Deck - HomePlate Peanut Butter

THE HOMEPLATE PEANUT BUTTER STORY
Baseball players love peanut butter as
much as they love America’s favorite
pastime. But they have struggled to
find the perfect better-for-you option something packed with good carbs
and proteins, not oils and chemicals that still tastes like what they enjoyed
on the little league fields.
FOUL TO LEFT FIELD: CHEAP INGREDIENTS
In an attempt
to cut costs, Peanut Butter
companies began
loading their
products with high
fructose corn syrup,
hydrogenated oils
and unhealthy GMOs
INGREDIENTS: PEANUTS, SUGAR,
INGREDIENTS: ROASTED
CONTAINS 2% OR LESS OF: MOLASSES,
FULLY HYDROGENATED VEGETABLE OILS
(RAPESEED AND SOYBEAN), MONO AND
DIGLYCERIDES, SALT
SYRUP SOLIDS, SOY PROTEIN
CONCENTRATE, SUGAR, LESS THAN 2% OF:
H Y D R O G E N AT E D V E G E TA B L E O I L S
(COTTONSEED AND RAPESEED), SALT,
MINERALS (MAGNESIUM OXIDE, ZINC OXIDE,
IRON PHOSPHATE, COPPER SULFATE) AND
VITAMINS (NIACIN, VITAMIN B6, FOLIC ACID)
PEANUTS, CORN SYRUP
SOLIDS, SUGAR, SOY
PROTEIN CONCENTRATE,
S A LT, H Y D R O G E N AT E D
V E G E TA B L E
OIL
(COTTONSEED, SOYBEAN
AND RAPESEED OIL) TO
P R E V E N T S E PA R AT I O N ,
MONO- AND DIGLYCERIDES,
MINERALS (MAGNESIUM
OXIDE, ZINC OXIDE, FERRIC
O R T H O P H O S P H AT E ,
C O P P E R S U L FAT E ) ,
VITAMINS (NIACINAMIDE,
P Y R I D O X I N E
HYDROCHLORIDE, FOLIC
ACID)
Peter Pan
Skippy
Jif
INGREDIENTS: ROASTED PEANUTS, CORN
FOUL TO RIGHT FIELD: TOO MUCH NATURAL
Peanut Butters then
overcompensated with
hyper-all natural products,
resulting in:
Excessive oil separation
Requires refrigeration
Sacrifice of flavor
Grainy texture
Higher cost
PEANUT BUTTER STATS
Despite the lack of a good product, the peanut butter market continues to grow
Average price per unit of the private label dip and spread category in
U.S. retails stores in 2014, by segment (in U.S. dollars)*
11.3
SPECIALTY NUT BUTTERS
4.84
10.6
9.1
3.02
REFRIGERATED FLAVORED SPREADS
7.7
PEANUT BUTTER
2.90
REFRIGERATED CHIPS
2.81
5
5.2
5.3
2002
2003
2004
5.8
6.3
6.7
7.2
7
2008
2009
2.65
MAYONNAISE/SANDWICH SPREAD
SHELF-STABLE JAM/JELLY/PRESERVES
value of u.s. predict shipments of roasted nuts and peanut butter from 2002 to 2013 (in billion U.S. dollars)
2.30
2005
2006
2007
2010
2011
2012
2013
THE HOMEPLATE HOME RUN
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THE PRODUCT
There are three flavors of HomePlate Peanut Butter
CREAMY
The perfect classic
CRUNCHY
The perfect bite
HONEY
The perfect twist
For those who like it smooth and rich
For those who like a little texture
For those who like a hint of sweet
Official Peanut Butter of the Professional
Baseball Clubhouse Manager’s Association,
and served in all 30 MLB Clubhouses.
16oz JAR PRICING
$1.50
TOTAL COGs
$0.20
Avg. Freight
+
Ingredients
and
Packaging
$1.30
We expect the COGs to
drop to ~$1 as we grow
DISTRIBUTOR COST
Distributor Cost
Wholesale Cost
$2.25
$2.50
SUGGESTED RETAIL PRICE
$4.00 per jar
AND THE CROWD GOES WILD
“The most delish peanut butter in
the land”
Keith Tarter, Los Angeles Angels
“The peanut butter is a very big hit
with our players. The honey seems to
be the most popular with our team.”
Ryan Stiles, Seattle Mariners
“We can barely keep your product on
the shelf this spring!”
“We have nothing but good feedback,
which is always a good thing!”
Mitch Poole, Los Angeles Dodgers
Scott Bonnet, Pittsburgh Pirates
“Very delicious!”
“Really like your products!”
Rodney McCormick, Minnesota Twins
Jim Schmakel, Detroit Tigers
IN THE NEWS
WWW.HOMEPLATEPB.COM/CATEGORY/NEWS
OUR MVPs - Most Valuable Principles
Co-Founder
•
•
Professional baseball player,
1996-2002 Cleveland Indians, New York Mets
Ball Peoples, Co-founder
One of Austin’s most successful
benefits solutions firms
CEO + Co-Founder
•
•
Greenleaf Book Group, Founder
1997-2014, Sold in 2011
Contributor for Inc.com, CNN Money,
Fox Business Network, Wall Street
Journal, Inc magazine, Fox, CNBC,
CNN, MSNBC, Money magazine, Men's
Health, Forbes and Entrepreneur
Shareholder/Consultant
•
•
•
Stubb’s BBQ Sauce, Founder
Valued at $30 million
Rhythm Superfoods, Co-founder, 2009
Partner: Clayton Christopher (Sweet
Leaf Tea, Deep Eddy Vodka)
Rhythm's primary product line, the
Kale Chip, widely available in several
national grocery chains .
OUR STARTING LINEUP - Founding Partners
Boston Red Sox
Florida marlins
new york yankees
Milwaukee Brewers
Colorado Rockies
Cincinnati Reds
Chicago Cubs
LOs angeles dodgers
boston red sox
florida marlins
San Francisco Giants
Colorado rockies
boston red sox
toronto blue jays
oakland athletics
new york mets
LOS ANGELES angels
BOSTON red sox
PHILADELPHIA phillies
pittsburgh pirates
arizona diamondbacks
detroit tigers
toronto blue jays
cleveland indians
OUR DRAFT PICKS
MARKETING MANAGER
•
•
Two years managing emerging
lifestyle brands for the wine
imports category
Four years with the Four Seasons
Hotel Austin, managing sales and
events for Fortune 500 companies
SALES MANAGER
•
•
Two years managing central US
sales for natural and specialty food
brands
Four years with Acosta Sales &
Marketing as Business Manager
and Category Development Analyst
ASSOCIATE
•
•
University of Texas graduate
Academic All-American Soccer
Player
CURRENT DISTRIBUTION
100 | TX
9 | TX
100 | IL
11 | TX
66 | TX, NM
17 | TX
60 | ID, UT, WY, CO
95 | NC, SC, VA
Local Stores
10 | TX
27 | OK
6 | TX
18 | TX, NC,
WI, IL, SD, CT,
GA, OK, AZ,
CA, ID
TOTAL: 519 Stores
PENDING DISTRIBUTION
160 | TX
100 | TX
70 | TX
37 | LA
110 | TX
100 | TX
American Grocers
27 | KS, MO
20 | KS, MO
100 | TX
TOTAL: 724 Stores
SALES PIPELINE
200 | TX, OK, KS, MO, LA, AR, GA
500 | TX
280 | TX
30 | TX, OK, LA, AR
TOTAL: 1,010 Stores
TOTAL POTENTIAL DISTRIBUTION
2,253 STORES
* and growing!
AMAZON GROCERY
WE HAVE A FIVE-STAR RATING
CURRENT DISTRIBUTION
HomePlate is also already being sold
through Amazon - the top online grocery
platform. We are currently fulfilling
almost 100 orders per month.
MARKETING
•
•
In-store sampling
Sampling at baseball games (Major, Minor, College, Little League)
•
•
Dynamic in-store displays
Comprehensive and integrated
social and digital media
marketing campaigns
ADVERTISING
BILLBOARDS
•
•
3 creative designs throughout 31 placements
Placements run through central
Texas for one month
PRINT
Targeting media
outlets with a
focus on all
natural products
or sports
• Strategic
placements in
grocery circulars,
to include
coupons
•
EXTRA INNINGS
BRAND EXTENSION
•
•
•
•
•
Bacon, Chocolate, PB Bites
Apple, Chocolate, PB Bites
Banana, Chocolate, PB Bites
Peanut Butter Powder
Protein Enhanced Flavor
POTENTIAL ACQUISITION STRATEGY
Justin’s Peanut Butter sold to
Hormel for $286MM in May of 2016
Other potential acquisition
target companies
INVESTMENT OPPORTUNITY
SEEKING $1.5MM IN SERIES A ROUND
AT $10MM PRE-MONEY VALUATION
Note holders will be converted
Targeted closing in 6-8 weeks
USE OF FUNDS
Payroll (18 mo):
Marketing:
Creative:
Advertising:
Public Relations:
Product:
R&D:
TOTAL:
$800k
$300k
$100k
$140k
$60k
$300k
$100k
$1.5MM
HOMEPLATEPB.COM
From the Clubhouse to Your House.
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