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Vegourmet

Spreading tastier vegetarian food to even more people

Join us on our journey towards spreading delicious vegetarian food to even more people. We are a vegetarian food magazine facing our next big step, with a big digital transition, the relaunch of a even better printed magazine and the best green recipe-app there is.

We will evolve our existing successful concept even further, and hope to be there every time you need an organic wine for the party, to find a vegan friendly restaurant or find yourself in need of dinner inspiration in the middle of the week. Join our fight for a more delicious green Sweden!

Investor proposal

Become co-owner at a unique, green media producer! We are ready for rapid growth and have the passion, knowledge and plans to bring on the future of innovative vegetarian products.

10 shares/1000 kr
  • One-year subscription of Vegourmet 2018. 
  • A gift with four of the top selling issues from 2017. 
  • A fair trade bag with beautiful vegetable print.

50 shares/5000 kr
Everything above and…
  • Exclusive access to every new number, digitally, two weeks before its official release.

100 shares/10000 kr
Everything above and…
  • A lifetime subscription of Vegourmet.
  • A exclusive basket with food and drinks carefully selected by the Vegourmet crew.
  • The offered shares are B-shares with 1/10 right to vote.
  • Exitplans within 3-5 year includes acquisition by larger media group.
  • All investors gets a yearly subscription of the new magazine with more deals on offer, se investment package below.

Product

The problem this product solves

The interest in vegetarian food has seen a tremendous growth lately. For many people though, replacing what they eat can be quite overwhelming. The variety of vegetarian recipes available has also increased, but it can be hard to find the really good stuff.

How the product solves it

We want to inspire people to choose vegetarian food by gathering the best of plant based food in a beautiful and accessible package. With a rich magazine filled with recipes, articles and tips, a smart and user-friendly app that will help you in the kitchen and an extensive website with news, articles, recipes, a unique beverage database and more. Everything you need for a green lifestyle.

Product features

Vegourmet is well known for amazing food photography, unique recipes done in collaboration with some of the best green chefs in Sweden, and for taking plant based food to the next level.

Our new print magazine follow the transition we see in the market of both food and media, on the border to a cook book.

Our international recipe-app is an acclaimed top seller with smart features. Our two new digital releases includes our webshop selling organic merch, and a unique food-and-drinks-pairing website. We also have a inspiring website and large social media channels (including Facebook-page with 28 000 followers).

Product use cases

We want to be available with clever solutions and service whether you’re searching a vegetarian friendly restaurant for you engagement dinner, feeling unsure of how to pair your wine to plant based food or need a bit of inspiration for a Tuesday dinner. As well as recipes that guides you in how to cook delicious seasonal food all winter without surviving on cabbage.
Our magazine will be so useful and pleasant to look at our reader will place in on their coffee table or next to their cook books buy the stove and read it over and over again

Team

Rain Lundström avatar
Rain Lundström Founder, CEO and editor in cheif
Three years ago Rain left her job at a bank to pursue her dream of her own food magazine. She has always had a passion for really good food and vast experience and great insight into the vegetarian market. She started Stockholms first vegan catering company many years ago and ... See more
Three years ago Rain left her job at a bank to pursue her dream of her own food magazine. She has always had a passion for really good food and vast experience and great insight into the vegetarian market. She started Stockholms first vegan catering company many years ago and ran a green caffe for a year on Södermalm. Her academy studies include the fields of economy, marketing and IT. As editor in chief Rain directs the creative proses in making the magazine. As with most entrepenors she’s in charge of everything in-between budget and marketing to social media and copy. On a rare night of Rain enjoys a visit to the restaurants for a good meal and a glas of wine. See less
Magnus Holm avatar
Magnus Holm Founder, photographer and graphic designer
Magnus is the second half of the fonder duo and Vegourmets priseless photographer and designer. He has developed and perfected over the years Vegourmets unique graphic look and photography style. Magnus background is wishin design and web development so theres no surprise he also developed Vegourmets beautiful homepage. On top ... See more
Magnus is the second half of the fonder duo and Vegourmets priseless photographer and designer. He has developed and perfected over the years Vegourmets unique graphic look and photography style. Magnus background is wishin design and web development so theres no surprise he also developed Vegourmets beautiful homepage. On top of all his talents Magnus is also a damn good illustrator and have created lots of the prints used in the design of Vegourmets march. He’s often called Vegourmets invaluable swiss army knife of digital skills and always preforms at the peak of his abilities while juggling his responsibilities as the dad of two fantastic baby girls See less
Emil Dahlberg avatar
Emil Dahlberg Chef and recipe creator
Head of recipes at the magazine are Vegourmets own fantastic chef Emil. Beyond creating most of the food for each issue Emil works as head chef at the reknowed restaurant Växthuset. Emil have worked in the industry for a very long time and is responsible for the character and personality ... See more
Head of recipes at the magazine are Vegourmets own fantastic chef Emil. Beyond creating most of the food for each issue Emil works as head chef at the reknowed restaurant Växthuset. Emil have worked in the industry for a very long time and is responsible for the character and personality of Vegourmets recipes. Swedish and seasonable food have always been the basis for Emils cooking, and whenever he gets a chance you’ll find him at his countryside cottage or out emptying the forest of mushrooms. See less
Joel Persson avatar
Joel Persson Bartender and recipe creator
Joel is in charge anything liquid both in the magazine and online. He’s worked in the bar and restaurang industry for ages and spent some of these years behind bars in both Stockholm and Melbourne. The last five years he’s focused on educating and inspiring bartenders all over Europe, America ... See more
Joel is in charge anything liquid both in the magazine and online. He’s worked in the bar and restaurang industry for ages and spent some of these years behind bars in both Stockholm and Melbourne. The last five years he’s focused on educating and inspiring bartenders all over Europe, America and Australia. Part time teacher part time consultant his company Overpour seeks to raise the bar (literally because hes quite tall) and knowledge of bartenders wherever he goes. His passion goes beyond just cocktails, wines and spirits with a keen interest in sustainability, alkohol free alternatives and healthier drinking habits. Rock climbing and long runs should also be added to his list of hobbies. See less
Maria Söderström avatar
Maria Söderström Sales, marketing and partnerships
Maria stands for half of Vegourmets dedicated svlesteam. Her experience in media contains everything between print and online to events and billboards. Despite her large knowledge of marketing her passion lies with sales. Seldom sean without her phone by her ear whether its behind her desk or on the golf ... See more
Maria stands for half of Vegourmets dedicated svlesteam. Her experience in media contains everything between print and online to events and billboards. Despite her large knowledge of marketing her passion lies with sales. Seldom sean without her phone by her ear whether its behind her desk or on the golf court creating the next campaign. See less
Peter Laurén avatar
Peter Laurén Sales, marketing, sales & partnerships
The other half of the salesteam ads up by Peter. His focus in creating partnerships within the market especially with vine agents to engage the best producers of ecological wines with the magazine and homepage.
Tea avatar
Tea Head dog at the editorial office
Tea takes on the role of Vegourmets official recipe taster. Her ears are fine tuned to the word “tofu” and no one can finish of a cooking pot the way she does. Her other mainstream interests are walks in the park and long sleep ins on Sundays.

Market

Target Market

Today 10% of Swedens population consider themselves vegetarian, and close to 4% vegan. As much as 41% cooks vegetarian at home at least ones a week.

Vegourmet target group is the aware consumer that wants to eat and live well. Our typical readers today are flexitarians, in the age between 23-44 and lives in one of Swedens larger cities.

Our ambition is to grow outside of Sweden and become a digital, international brand. The interest for vegetarian food is undoubtedly growing globaly, both with more people becoming vegetarian and a bigger general interest for green food.

Competitive landscape

Theres a couple of other green magazines of the market both private owned and governed by large media groups. Only two of these are 100% vegan, Vegourmet and Vego. Vego is nisched towards everyday cooking and vegan lifestyle. The large media groups Aller and Hälsa have sporadically been releasing special issue with vegetarian focus. Other competitors includes cookbooks, food blogs and recipe banks with fokus on plant based food.

Unique differentiator from competitors

We differentiate ourself by having a stunning well made magazine known for our enchanting food photos and design. Our magasine is no read-once-and-forget-about-product, but a collectors item. We have a clear known focus on seasonable, sustainable and local.

The extensive recipe database we are building is completely unique on the market and will aslo work as suport for non plant based recipe banks. With new content connected to the Vegourmet brand we will take on one of the leading roles in driving our market. Our goal is to fill the need for content we see in the market today.

Company revenue streams

Sales of the magazine through distributer Tidsam (sales price raised from 65 SEK to 119 SEK after relaunch). Sales of subscriptions directly to customer (349 SEK yearly subscription after relaunch)
Sales of ads both printed and online is an important revenue stream. Sales of Merch in our brand new online store has been showing great sales numbers and is expected to grow into a reliable revenue stream. Sales of our recipe-app through App Store and digital versions of the magazine through online sales. Revenue from digital channels (including advertising) will play an even more central role.

Product/service distribution

Vegourmet is listed at the national paper distributer Tidsam. We sell at around a 1000 stors nation wide, including most Pressbyån-stores as well as supermarkets. You can also by the magazine online at Tidningskungen.se or read a digital version at Readly or Ztroy. Subscriptions arrive in our readers postboxes through Postnord. The webshop is governed through the platform Tictail and we send the products to every corner of Sweden from our mail office in Stockholm city. The rest of our digital products such as social channels, homepage and SEO are managed in-house.

Execution

Previous milestones/traction


Autumn/winter 2015/16
  • Launching of magazine with big release-event. 
  • Large coverage in and on media outlets

Spring/Summer 2016
  • Expands from 100 outlets to 1 000 over night, thanks to huge demand and great sales numbers
  • Release of a new responsive homepage. 

Autumn/Winter 2016/17
  • Launch of our international recipe-app. Great reviews, including “Best new app” in 40 countries including the United States.
  • Reach of 25 000 followers on Facebook.
  • New look on the magasine with new handpicked food-creators. 

Summer 2017
  • Launch of our web shop. Amazing sales in just the first month.
  • Launch of a unique beverage database matching with vegetarian recipes.

Next key objectives

Our focus will be online! Our digital strategy includes: 
  • 2017/Q4: Further evolving our web shop with new products, and re-stocking.
  • 2018/Q1: Increased presence on the web and focus on our social channels. Let videos play a central part in social strategy.
  • 2018/Q1: Focus on SEO as a part of raising brand awareness and building online traffic.
  • 2018/Q2: Develop our homepage into the most exclusive tool for real good plant based food. This includes cooking videos, restaurant guides, a huge recipe database searchable by season, ingredients and cooking time.
  • 2018/Q3: Launch of developement of our existing recipe app

Previous Financing

Our company is privatised and funded by the existing shareholders to a total value of 1,5 mnkr. We also have a loan at SEB at 160 tkr whit 40 tkr remaining.

Partnerships

We rely on lasting relationships with companies that share our green vision. Companies we are currently working together with includes Vedum kök, Puustelli, Svegro, Ridderheims, Findus, Max, Vinia and Wineworld to name a few.

Other partnerships include: 
  • Collaborations with prominent green food profiles, influential bloggers in both our magazines and online.
  • Collaborations with Swedish app-developers Filibaba with creation and maintenance of pour IOS-app.
  • We print all our magazines and our merch in Sweden to guarantee good relationships with suppliers and a transparent production.

Use of funds

  • Expanding team 40%. We need to grow our small team to prepare the company for sustainable growth.
  • Web development 30%. We will improve our website with even more attractive vegetarian inspiration and innovative features. A big focus area is an intuitive recipe index, searchable after season, ingredients, cooking time etc.
  • Increased market activity 20%. Focus on expanding marketing, develop digital strategy and brand recognition. Partly through major focus on social media.
  • Product development 10%. A broadening of offered products, restocking and further development of web shop.

Return on Investment

Exit plans within 3-5 years, includes being acquired by larger media group
and we are also open to IPO on alternative market. As investor you
can expect a ROI of 400% within 3-5 years.

Risk Analysis

Number of sold papers in print decreases. What still works are niched magazines with a defined and clear target group. To meet these threats we re-release our magazine, adapted to the changes we see in the market. The new magazine will not be a read-once-and-forget-about-product but a invaluable resource of recipes, inspiration and seasonable knowledge. Its visual appearance and sleek design will warrant best possible visibility in your home.

We are building a company more relying on digital channels with the capacity to follow rapid changes in a unforeseeable media world, and whims of the consumers habits.