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SugarMoo

by Alan Honein

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Base Target

250,000
Raised
291,488

35 investors

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Early Adoption Discount

1st.

First Tranche

Shares will be sold at a 10 % discount

$0 share value remaining

$0.9 Price/Share

2nd.

Second Tranche

Shares will be sold at a 5 % discount

$0 share value remaining

$0.95 Price/Share

3rd.

Third Tranche

Shares will be sold at a 0 % discount

- share value remaining

$1 Price/Share

4th.

Fourth Tranche

Shares will be sold at a 0 % discount

- share value remaining

$1 Price/Share

Minimum investment size 500

How much do you want to invest?

Available for investment $1,014,912

Number of shares to be purchased

Price/Share before discount

Note: This proposal accepts overfunding; remember it is optional whether the proposal owner decides to accept any overfunding commitments.

I acknowledge that my investment will be irrevocably committed to the proposal should it reach its minimum target amount as indicated in the term sheet. I understand that this minimum funding threshold is a lower figure than the 100% funding target

By ticking this box I confirm that I understand the nature of the investment being made and I agree to the investor's terms of business .

I have read the risks disclosure document and fully understand and accept the risks of investing in private companies.

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Why SugarMoo?

Why invest?

Notable Press

Read the full risk warning

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The Team

Raki Phillips

Co-Founder, CEO

Jawad Yehia

Co-Founder

Alan Honein

Managing Partner

Meet the Team

Dubai's first online dessert delivery business providing you with freshly baked goods to your door step in under 90 minutes

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Proposal ID: 10694
Closing date: 22 Aug 2018
Category: Food and Beverage Food and Beverage
Tags: Crowd Funding Crowd Funding
Stage: Overfunded
location: United Arab Emirates - Dubai

Presence:

Read the full risk warning

Why SugarMoo?

Investor exclusive rewards:
Any investment under $5K - 5%: Investor Discount on all orders (excluding customized cakes)
Any investor commitment of $5K – 25K: 10% discount on all orders (excluding customized cakes)
AED150 Gift Card to be used towards any online order via website/app
Any investor commitment over $25K - 50K:
15% discount on all orders (excluding customized cakes)
AED500 Gift Card to be used towards any online order via website/app
Any investor commitment over $50K:
25% discount on all orders (excluding customized cakes)
AED1,000 Gift Card to be used towards any online order via website/app
VIP Mailing list and sneak peak pre-market launch opportunities
Unique discount code and special promotions

Why Online & Delivery?
The simple answer is, it significantly expands our customer base and makes it endless vs. being in a traditional brick and mortar location and your target audience is linked to walk in traffic. We create the demand for our desserts with our online strategy and marketing vs. relying on a mall to drive traffic etc. We have a strategic targeted approach to our customers and build huge awareness much faster and it is measurable.

We deliver freshly baked desserts in under 90 minutes of ordering. Our average delivery time is 43 minutes and with the new investment, we plan to get it much lower.

Our repeat B2C online customer is over 75% which proves the importance of online.

UAE & GCC market heavily rely on delivery and take advantage of bringing food into the comfort of their home. It¹s a way of life here versus other parts of the world and is not likely to change anytime soon.

When visiting friends and family in their homes the top three gifts are Flowers, Desserts, Alcohol (for non muslims). Having the convenience of ordering from us and delivering on your behalf has been a huge differentiator creating an ease for customers.

One of the reasons we are getting many franchise requests as well is due to the fact that we are an e-commerce business and that we deliver. Our retail light/tech focused business model is what attracted our investors and our KSA JV partner.

Social Media plays a huge impact on our conversion and we are currently organically gaining almost 1,000 additional followers every month.

Another thing to keep in mind is we are a multi function revenue generating business Online, Retail, B2C call center, B2B, Catering, Delivery, Franchise, JV etc. Most of our competitors get their primary revenue from only one source… retail!

We do have a unique opportunity to offer a business platform for home bakers selling desserts through their various social media channels and direct them to us from a fulfillment centre making it a unique revenue source

Notable Press

Recipient of the Highly Commended Award for “Disruptor of The Year” Leaders in F&B Awards Zomato Rates Top 5 Bake Shops in Dubai Best Red Velvet Cake in Dubai – Gourmet Magazine http://www.arabianbusiness.com/sweet-success-how-sugarmoo-became-one-of-dubai-s-coolest-dessert-makers-677089.html https://www.forbes.com/sites/suparnadutt/2017/10/05/an-anti-cupcake-dubai-startup-is-taking-a-bite-out-of-the-food-delivery-business/#4729217c35f9 https://www.thenational.ae/business/sme-profile-sugarmoo-a-sweet-spot-of-their-own-1.26773 https://www.entrepreneur.com/article/249860

The Business

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SugarMoo Desserts was launched in 2014 as the regions first online dessert delivery business catering to your sweet cravings by delivering freshly baked desserts in under 90 minutes from the moment you order straight to your door. Today, SugarMoo Desserts has become an e-commerce platform offering online sales solutions via app/website & a social media following exceeding 30K across our various channels. We also operate & manage a low-cost high-return retail business through our 3 Dessert Labs & Lounges at Dar Wasl Jumeirah, Motiongate Theme Park & VOX Cinema Mall of the Emirates. We will be launching SugarMoo Desserts in Riyadh later this year as our first venture into KSA with a well recognized JV partner.

Being online significantly expands our customer base and makes it endless vs. being in a traditional brick and mortar location whereby your target audience is linked to walk in traffic. We create the demand for our desserts with our online strategy and marketing vs. relying on a mall to drive traffic. We have a strategic targeted approach to our customers and build a measurable huge awareness much faster and it is measurable.

As a UAE home grown SME we are growing fast and looking to raise funds in order to further expand our business into new markets like Abu Dhabi and across the region. We have numerous franchise requests and partnership opportunities for us to explore and take our business into the next level.

In 2014 the F&B delivery business in the UAE was a $750M USD industry of which desserts were almost non existent. So, we sought to capitalize on that market with first mover advantage delivering freshly baked homemade desserts, delivered direct to doors in under 90 Minutes straight from the oven to homes and offices. Today, that amount has more than doubled to almost $2B USD and no one currently offers what SugarMoo does as of now. Many of our competitors utilize Deliveroo & Uber Eats who charge you up to 35% on every sale and promote you with tens of other competitors.

Investing in a disruptive home-grown startup with a proven successful track record that is a tech forward, retail light exciting F&B concept. Being online significantly expands our customer base and makes it endless vs. being in a traditional brick and mortar location where your target audience is linked to walk in traffic. We create the demand for our desserts with our online strategy and marketing vs. relying on a mall to drive traffic and determine your businesses marketing strategy. We have a strategic targeted approach to our customers and build huge awareness in a faster and measurable way.

Today SugarMoo Desserts has become an e-commerce platform offering online sales solutions via app/website & a social media following exceeding 30K across our various channels. We also operate & manage a low-cost high-return partnership retail business through our 4 Dessert Labs & Lounges at Mercato Mall, Dar Wasl Jumeirah, Motiongate Theme Park & VOX Cinema Mall of the Emirates. We will be launching SugarMoo Desserts in Riyadh later this year as our first venture into KSA with a well recognized JV partner.

As a UAE home grown SME we are growing fast and looking to raise funds in order to further expand our business into new markets like Abu Dhabi and across the region. We have numerous franchise requests and partnership opportunities for us to explore and take our business into the next level.

Use of Funds:

The $250,000 outlined here is part of our larger round which we are leaving open to our crowd.

The full round ($1,306,400) will be used to accomplish the following:

PR & Digital Marketing heavily focused on SEO/SEM, Retargeting and Social Campaigns with measurable returns: 25%

Technology to take our system automation app & website to the next level and improve our customer experience: 20%

Kitchen Expansion and market development into Abu Dhabi & the UAE: 40%

Personnel: 15%

This proposal has a minimum target of $125,000 and will be marked as successful once that target is reached.

The F&B scene is very attractive on it’s own. Everyone wants to be in F&B so that, as a standalone industry is attractive. The list of F&B concepts that have seen a profitable and attractive exit are endless. The top 3 % of MENA Start Up Exits by industry are:

E-Commerce - 22%

Media - 18%

F&B - 15%

We fall in two of the top three categories (E-Commerce & F&B) making SugarMoo’s exit potential far more attractive than a single industry sector.

Public documents