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Fooever

Local food everywhere

We will not take any more investments this round, since we are over target! You are welcome to sign up for your interest for a potential next round though. Thank you all! Fooever is a digital marketplace, where food providers are found by tags/filters and/or geolocation by their buyers that get to eat local food. They rate one another after the payment in the app, to stimulate quality.

Investor proposal


Price per Share: €11
B-Shares Offered: 5,000
Issue Amount: €55,000


Fooever offers you a great possibility to join us in entering our markets now when the app is ready. This new way of facilitating for people to get the food they want or need is welcomed by very many groups of people and will revolutionize the way we trade food.

Product

The problem this product solves

The sharing economy is flourishing. Airbnb has over 3 M transactions per month. Uber has made over 1 billion rides. Fooever has found that the potential within the food sector is still untapped. Today, many sharing economy solutions for food exist, but the market for sharing food products on a local peer-2-peer level is not yet saturated. Fooever takes on the bigger picture by hosting a platform for actors where food can be sold locally to the end consumers without crossing larger food chains.

How the product solves it

With the help of tags/filters (origin, type of dish, type of food, allergy friendly, preparation time, etc) and geo-location, Fooever let the providers be found by potential buyers in one single solution. We include a payment solution, which helps pre-ordering and administration. We include a rating system, to reward quality. Fooever is for both food professionals and people who have food interests. The idea applies to everyone from the local tomato farmer to the seafood buffet caterer to meat sold directly from the hunter. In other words, Fooever includes all sorts of food in one app.

Product features

The platform is servicing two actors:

Fooders: The providers publish their merchandise (or service) in our web site. He or she adds the correct tags.
Foodies: The buyers search for the food products wanted in our app based on geo-location and tags.

The payment takes place in the application after the order has been made.

In order to secure high quality products, the Fooder and Foodie rates one another after the purchase.

The site and the app is already produced and was launched mid August.

Product use cases

Fooders can be anyone from farmers, fisher men, hunters to wine-yards, breweries, juice makers, growers to chefs, caterers, bee keepers or people having certain knowledge within food and are willing to sell their services in a class or an event.

Foodies can be anyone interested in specific foods (organic, lactose free, locally produced...), who wants to save time (pre-order) or is looking for better prices or quality.

Through Fooever people might also act on environmental grounds as transport and waste is minimized. Fooever can stimulate integration by helping immigrants to dine with locals, or earn a living from cooking.

Team

Fredrik Losman avatar
Fredrik Losman Founder
Sales Manager in a large IT company since 2000. Has worked in restaurants and bars before that. Fredrik is a very charismatic person who always sees solutions to problems and comes up with new business ideas every week. Has invested his own money to have the app and web site ... See more
Sales Manager in a large IT company since 2000. Has worked in restaurants and bars before that. Fredrik is a very charismatic person who always sees solutions to problems and comes up with new business ideas every week. Has invested his own money to have the app and web site developed (by The Farm, well known Swedish app development firm). See less
Karin Angerind avatar
Karin Angerind CEO
15 years experience of Sales and Marketing. Master of Business Administration from Jönköping International Business School. Has run two different restaurants; a small deli/catering business in Stockholm with GI-focus, and a larger one in Phuket, Thailand. Has been a colleague with Fredrik for 9 years (at the same IT company) ... See more
15 years experience of Sales and Marketing. Master of Business Administration from Jönköping International Business School. Has run two different restaurants; a small deli/catering business in Stockholm with GI-focus, and a larger one in Phuket, Thailand. Has been a colleague with Fredrik for 9 years (at the same IT company) where she is the marketing manager. Karin is the stereotype of "doer": she loves to see things grow and achieves highly set goals daily. People who know Karin would say "If you have something that needs to be done - give it to Karin". See less
Alberto Chávez Pérez avatar
Alberto Chávez Pérez Advisory Board: Law
Alberto has worked with public administration for over 10 years. The last four years as law expert in entrepeneurial issues within the unemployment insurance. Law degree from Stockholm University.
Bo Hasse Gustafsson avatar
Bo Hasse Gustafsson Advisory Board: Finance and Taxes
Over 30 years experience within Corporate Finance and taxes, as a colleague (CFO Panda Security) to Fredrik Losman and Karin Angerind. MBA from Gothenburg University.
Elizabeth Walentin avatar
Elizabeth Walentin Advisory Board: PR
CEO and Owner Crimson Clarke. Communications strategist and political expert. Campaign insider and Presentation and media trainer. Elizabeth is an American expat in Stockholm building bridges between Sweden and the US.
Karl Hultén avatar
Karl Hultén Advisory Board: Nutrition
Karl has helped hundreds of clients with chronic illnesses to regain health. He monitors the latest research, gives lectures and holds trainings for healthcare professionals and people interested in their health. Karl has a master's degree in Biomedicine, has done research at the Department of Neuroscience at the Karolinska Institute ... See more
Karl has helped hundreds of clients with chronic illnesses to regain health. He monitors the latest research, gives lectures and holds trainings for healthcare professionals and people interested in their health. Karl has a master's degree in Biomedicine, has done research at the Department of Neuroscience at the Karolinska Institute and is the author of "Hjärnhälsa" and "Autoimmun kokbok" He is focused on paleo foods for his own well being. See less
Johan Isaksson avatar
Johan Isaksson Advisory Board: Programming and technique
CEO of AccelerandE, programmer background. Has started up several businesses within the Tech sector. Check out his impressive background on LinkedIn!
Nico Giesen avatar
Nico Giesen E-commerce Specialist
Advisory Board: E-commerce
Anne Beskow avatar
Anne Beskow Country Mgr SE
M

Market

Target Market

Primarily Fooever will start targeting food bloggers, journalists (interested in food, integration, evironmental improvements, and entrepreneurship), farmers market participants, home chefs and bakers, restaurants, etc in Sweden. These actors will make a good case presenting Fooever also to other countries.

More than 40% of the Swedish population has used their mobile device for purchasing products in 2014. That is a 163% increase since 2012.

People want to know the Food's origin and use less E-numbers (study by Bonnier, dec 2015).
Just like Blocket everyone can have their certain use of the service, but eveyone is a potential user.

Competitive landscape

Today, many sites facilitate meal sharing at people's homes such as Airdine. Moreover, networks for farm shops such as Gardsnara.se and Garsbutiker-skane.se exist in addition to sites such as Direktfran.se where people can buy products directly from producers. Regarding restaurant Godsmak.se, Saffroncooks, and Aptit.se offer help within transportation and pre-ordering (Waitress.se).

However, no solution exists for covering the online market for a seamless solution within peer-to-peer food sharing. Fooever offers all features above - searchable with tags, with user ratings, payment, and geolocalisation. This means scale advantages for buyers and sellers using several of the above services.

Unique differentiator from competitors

Fooever differentiates from other market actors by being the full solution and market place for people providing food - and people wanting to buy food. Furthermore, Fooever clearly adds to the environment by decreasing waste and transportation. Fooever is also a platform for immigrants to dine with locals, to help integration.

There is also a time saving aspect included in the application as people are given the possibility to pre-order and pay for the food. With tags, we facilitate for people to eat according to their wants (LCHF, vegan, etc.) and needs (allergies).

Company revenue streams

  • Fooever makes revenues through transaction fees, and yearly fees for Fooders' membership.
  • Fooever takes a cut of the transaction cost (after fees have been paid). This is at least €0,1/transaction to Fooever (depending on the amount of the transaction) and already built into the app.
  • During 2016 Fooever will offer free memberships in order to gain content. However, in the following years Fooever will charge different amounts depending on what benefits the users are interested in on the site.

Advertising, ambassadors (Kickstarter), and social media campaigns are needed to get Foodies into the app.

See more in Financial Forecast.

Product/service distribution

In the app (the Foodie downloads it from Google Play or Apple Store) and through the web (the Fooder logs in to upload what he or she wants to offer). We use Stripe as payment solution and Azure as platform.

Execution

Previous milestones/traction

  • Business idea: May 2015
  • Business idea development: Summer 2015
  • Ordering the specifications of the app, home page: August 2015
  • Beta version ready: August 2016
  • Kickstarter and Fundedbyme campaigns: August - September 2016

Social media and the Kickstarter campaign, plus PR work will help us gain content by Fooders. Foodies will then discover the app and the Fooders' offers, to start make the transactions and hence generate money to Fooever. To reach the Foodies, we need more social media and advertisement campaigns.

Next key objectives

Fundedbyme and Kickstarter are tools to reach out to the market. We expect to get PR from being successful here, and get the word out that we are starting this revolution. And of course to raise money to go on with our marketing strategy.

First we need content from Fooders, to be able to advertise to Foodies. This means we will not open up other countries/cities than Sweden before we see that we have enough content. We expect social media effects when people who see their own benefit with Fooever share it as our ambassadors (also generated by Kickstarter campaign).

Previous Financing

Up to this moment, the founder Fredrik Losman has invested €60.000 of his own capital to get the app and the site to its full functionality.

Partnerships

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Use of funds

Development of more functionality in the app: 50%
Marketing funds: 50%

Since there will be sales from transactions already this year, that will cover for even more app development and marketing, which is specified in the Forecast document.

The funds mean that we can be much faster and efficient in penetrating the important Swedish market, to make the most of our launch. That's why you should invest now and not wait if you believe in our idea. If you see the potential as we do - this has the power to grow exponentially - we welcome you to join us!

Industry Certifications/Awards

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