Executive Summary s34

GLOBUS Society

Executive Summary Globus Society is an online specialty olive oil retailer offering exceptional and unique artisanal olive oils from around the world. We search the far corners of the planet to identify and source small-batch olive oils with distinct flavor profiles and deliver them to your doorstep, satisfaction guaranteed. Our Globus Society Club provides our customers single, bulk and monthly membership selections to an ever-changing range of unique and exceptional artisanal olive oils currently not available in the U.S.

Value Proposition For foodies, chefs, and discriminating connoisseurs, Globus Society offers distinctive, hard-to-get olive oils from around the world sourced via our network of artisanal olive oil producers.

Our vision is to become the leading purveyor of fine olive oils inaccessible to U.S. customers today. We are passionate about olive oil, its distinct flavor profiles, its health benefits, and its versatility in enhancing life in general. The mission of Globus Society is to be the top-of-mind brand and online retail destination for foodies, connoisseurs, gifters, and chefs seeking to procure distinctive, rare and exceptional olive oils from around the planet.

Problem and Solution Over the past decade, due to its health benefits and cooking versatility, olive oil has gained increasing acceptance in the U.S., today making the U.S. the third-largest consumer market behind Spain and Italy (North American Olive Oil Association). Retail stores have allocated more shelf space to olive oils, with most of that space occupied by large national brands (e.g., Bertolli, Goya, Newman’s) and store brands (e.g., Whole Foods’ 365, Costco’s Kirkland). Because distribution into retail channels dictates the selection of brands and types of olive oils, retailers predominantly differentiate their offerings based either on price or on the general distinction between extra virgin and regular olive oils or non-flavored and flavored (e.g., peppers, garlic, etc.) olive oils. The vast majority of these olive oils are sourced from Italian and Spanish large-scale producers who, together, comprise over 50% of the export market. However, like wine, olive oil holds different and unique yet natural flavor profiles depending on its source (i.e., terroir), varietal, aging and production process. These flavor profiles include, among others, delicate, grassy, fruity, spicy, flowery, and nutty, found in olive oils from Morocco, Australia, Turkey, Tunisia, Portugal and India, along with smaller artisanal producers in Italy and Spain.

Through its network, Globus Society identifies, selects, imports, bottles and makes available, through its web portal, a range of exceptional and exclusive olive oils sourced from artisanal olive oil producers across the globe. Our customers benefit from our years of experience, our expertise with all things olive oil and our extensive sourcing network as we make available to them olive oils currently not distributed in the United States. For our customers currently to obtain these oils they would have to travel to the far reaches of the globe and gain access to these hard-to-find artisanal olive oil orchards. Globus Society brings these orchards to its customers’ doorsteps.

We expect to rotate our offerings on a quarterly basis. Every 3 months we anticipate changing our selection of olive oils, in turn offering 4 new olive oils to our customers. On a yearly basis, this requires us to select 16 different olive oils from 16 different artisanal olive oil producers. Our quarterly offerings will span flavor profiles and country of sourcing. A particular quarterly offering may include the following:

Olive Oil 1: Spicy Moroccan Olive Oil 2: Delicate Australian Olive Oil 3: Grassy Portuguese Olive Oil 4: Nutty Greek

Market Opportunity U.S. retail sales of olive oil reached approximately $1 billion in 2013. Bertolli, as market leader with $145 million in annual sales, secured a 15% share of the market. Year-over-year consumption is currently anticipated to grow at 5%, with sales to retail and foodservice split 40% each, the remainder going to olive oil as an ingredient (dressings, etc.). Globus Society is positioning to compete in the lower volume-higher margin segment of the market by pursuing higher dollar value customers (e.g., foodies, restaurateurs, chefs, corporate gift givers).

Customer Segments We anticipate both B2C and B2B customer segments for our products upon launch. Our B2C segment comprises predominantly foodies (i.e., food enthusiasts) who treat food like a culinary adventure. They are serious about the quality and authenticity of their food, they entertain frequently, and they enthusiastically share their knowledge with their friends. Because the ingredients they seek are often not readily available, these customers feel comfortable shopping online for olive oil and other food products. Whether looking to make an authentic North African Tagine dish, enrich a simple hummus appetizer, or spruce up their everyday cooking, foodies can rely on Globus Society to satisfy their need for authentic yet distinctive olive oils. We also anticipate these customers will turn to Globus Society for their gift-giving needs, purchasing Globus Society olive oils as unique gifts to friends and family.

Our B2B segment comprises independent restaurants, chefs, and the corporate gifters. Globus Society can help independent restaurants seeking to enhance the distinctiveness and authenticity of their menu offerings. Similarly, chefs interested in creating stand-out dishes can turn to Globus Society for their olive oils needs. Lastly, we also anticipate the $38 billion corporate gift giving market to offer a tremendous opportunity for Globus Society; for professional service firms (e.g., law firms, financial service providers, etc.), our high-end olive oils offer an attractive alternative to wines, gift baskets, etc.

Customer Relationships Celebrity chef Alan Donovan is an investor and advisor in Globus Society whose involvement in marketing and promoting Globus is a key factor to our success. Having been a regular judge on the hit series “Chopped” for the past three years, a regular columnist in Saveur magazine, and an owner in 3 high-end restaurants in Philadelphia, Alan is prepared to leverage his celebrity status, media exposure and network of contacts to endorse the Globus Society brand and product offerings. Beginning next month, when our website is completed, Globus Society will be featured on Alan’s celebrity chef website (www.AwesomeAlanChef.com), which averages approximately 800,000 hits per day. Alan also will be prominently featured on the Globus Society website and has already created a series of recipes and prep videos using some of our distinct olive oils. In addition to lending instant legitimacy to the Globus Society brand, Alan’s involvement also provides our customers with guidelines and techniques to creating authentic and singular dishes using different flavor profiles.

Alan’s involvement in our initial promotional push is our ‘secret sauce’ to gaining widespread market recognition and acceptance. We also anticipate moving quickly with traditional web- based marketing, including search engine optimization (SEO), Google AdWords, social media, etc., as well as extensive participation on numerous foodie blogs, including FoodieCrush and ConfessionsOfAFoodie.

Channels We anticipate our first customers to discover and identify us through Alan’s website. Concurrent with promoting Globus Society through Alan’s website and his media outlets, as well as food bloggers, we also have a dedicated sales person to pursue the corporate gift giving opportunity with professional service firms in our immediate regional market. Given our anticipated hard launch in September 2015 our sales person is positioned to take full advantage of the Holiday gifting season.

Our main vehicle for transacting with our customers is our website, Globussociety.com. Our website gives our customers an opportunity to get familiar with who were are, the range and variety of oils we offer, how they can purchase our oils and a series of recipes accompanying each olive oil profile. For bulk orders and customer service issues we offer a toll-free 800 number.

Revenue Streams Globus Society pursues a premium pricing strategy with an average price for a 500ml bottle of $35. Our revenue streams will entail sales of individual bottles, 2- and 4-pack combinations for $60 and $120, respectively, and 6- and 12-month memberships. These memberships offer customers and gift-givers to purchase quarterly deliveries of a selection of 4 olive oils, at

Individual 500ml bottle: $35 2-pack 500ml bottles: $65 4-pack 500ml bottles: $120 6-month 4-pack 500ml bottles membership (2 quarterly deliveries): $220 12-month 4-pack 500ml bottles membership (4 quarterly deliveries): $440 For bulk sales for restaurants and corporate clients we will provide volume discounts. Customers will prepay on orders, allowing us to collect funds prior to shipping. All transactions will be handled by credit card over our website or via our 800 customer service number.

Key Activities Our most important key activity that provides us with a unique value proposition and our competitive positioning involves identifying, sourcing and procuring our exceptional and unique artisanal olive oils. Given that we require to have, on-hand, 16 different olive oils per year for our annual rotation it is imperative that we single out olive oil producers of a high caliber on an ongoing basis. (See Partners below)

To procure our inventory of olive oils we have identified freight shipping companies, air and sea, in Europe, Australia, Morocco, Tunisia and Turkey and anticipate sourcing a shipper in India once we have located high-quality artisanal olive oil producers. We will receive most of our olive oils in a warehouse we have identified in Wilmington, Delaware, located a 20-minute train ride from our main offices in Philadelphia.

This warehouse in Wilmington will be responsible for holding our olive oil inventory, as well as glass containers, cork tops, labels, etc., as well as customer order fulfillment and outbound shipping. We have identified UPS as our preferred shipping provider to customers and anticipate offering 1-day, 2-day and regular delivery, which will be paid for by our customers.

At our Wilmington facility, we plan to refill olive oils in bottles branded with our logo, Global Society. This fulfillment requires us to hold our inventory in containers that maintain the quality of the olive oils. We also require fulfillment operators, whose number may vary depending on seasonality and order volume.

Key Resources Our team currently consists of the two co-founders, Frank Bidermayer and Bob Voss. Frank’s background is in marketing and sales for Quabbin Company, producer of the HotStuff line of hot sauces and condiments. At Quabbin, Frank was responsible for the company’s online promotional efforts, including the highly successful launch of their gift basket business. Bob’s background is in the restaurant business. After receiving his bachelor’s degree from the Culinary Institute of America in Hyde Park, New York, he worked as sous-chef and then head- chef for Alan Donovan’s first restaurant, Sur la Table.

Global Society anticipates hiring 1 additional full-time employee for marketing and administrative positions, 1 full-time employee to manage our Wilmington location, as well as 3 part-time employees for fulfillment and shipping.

At the beginning of each calendar year, we expect Bob to travel abroad to meet with our consortium contacts, as well as to identify additional potential sources of our unique olive oil offering. Frank will hold the day-to-day operational responsibilities, including oversight of marketing, promotion, and logistics. Key Partners To accomplish our goal of 16 olive oils per year we have established relationships with artisanal olive oil consortiums in Spain, Italy, Greece, and Morocco whose sole purpose is to provide visibility and sales and distribution channels to their regional olive oil producers. We have been working with our consortiums to identify and handpick olive oils that can effectively fill (e.g., quality, quantity, flavor profiles, etc.) our needs. Our contacts in these consortiums provide us with samples for our review and help to coordinate our initial contact and relationship with the producers we select.

Financial Resources Our most significant costs with Global Society involve procuring our selection of olive oils and fulfilling orders. We are confident that our affiliation with Alan Donovan, a Key Partner, and our combined years of experience in the industry allow us to efficiently promote Global Society to our various customer segments and effectively generate significant sales.

The two founders, Frank and Bob, have each contributed $10,000 of hard funds to Global Society, in addition to the numerous hours to get the venture to this stage. Alan Donovan has also contributed $10,000 and, as a current investor in the Global Society, is offering his celebrity status and network as additional resources to the success of this venture.

At this juncture, Global Society is seeking $15,000 to validate the business model with an initial “soft” launch of our first olive oils. This soft launch requires us to ship our initial 4 olive oils occupying the four flavor profiles and to make it available to a select group of customers. We have an e-mail list of approximately 4,000 individual customers who have expressed varying levels of interest in Global Society. We anticipate a response rate of 20%, given that these names have been vetted, resulting in 800 orders. At an average order of $50, we anticipate revenues of $40,000 from this soft launch. With validation of our business model, we anticipate seeking an additional $75,000, which will allow us to ramp up for a hard launch, including hiring necessary staff and ordering additional inventory. We anticipate Global Society will have the following competitive advantages:

• Moving as a first mover with multiple products under one brand allowing us take advantage of a significant promotional edge (i.e., Alan Donovan) with the consumer appeal of unique and exceptional artisan products; • Offering a broad selection of distinct olive oils with flavor profiles and from countries of origin not currently available in the US; • Leveraging the web to deliver information, order simplicity, usage suggestions, and a community of foodies • Relying on a passionate, experienced and networked team to make Global Society the go-to destination for the olive oils needs of foodies, chef, restaurateurs and corporate gift-givers.