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Konstantine's

The New Emperor of Mediterranean Food

Are you interested to invest in a rapidly growing company with few competitors on the market?

Konstantine’s provides real and organic Greek food-products with the quality proven by the numbers - over 1 million Feta cheeses sold since 2017! We sell to the biggest supermarket chains in Sweden such as ICA, COOP, Hemköp, Linas Matkasse and Mathem. We aim to go big and to become the number 1 supplier of Greek food in Sweden. Invest in Konstantine's and help us claim our share on a market worth 5Bnkr yearly - based just on imported yoghurt and feta-cheese!

Investor proposal

For a minimum amount of N EUR we are offering N% of our company and for a maximum amount of N EUR we are offering N% of our company.

The share price is N EUR.

The minimum investment is N EUR and the maximum investment is N EUR.

With the current run-rate, Konstantine's has 1% of the market share of feta-cheese sales to supermarkets without external investors. This will increase to 20% and 1,5% of the market for imported yoghurt within 5 years. Help us spread the REAL Greek taste and enjoy a high ROI!

10 shares/SEK3000 - 10 mixed cheeses(1kg) from Konstantine's
100 shares/SEK30.000 - All above and a Greek night with BBQ at our inspiring facilities at Norra Djurgården
500 shares/SEK150.000 - All above and an inspiring weekend-trip with the owners to the producer of yoghurt/feta in Greece
Investments over SEK150.000 - Contact us for a meeting

Product

The problem this product solves

It’s easy to find Greek yoghurt on the supermarket shelves around Europe with labels that makes your mind wander to picturesque churches and the deep blue Mediterranean sea, but did you know that those yoghurts are rarely from Greece? Furthermore, that the taste is completely different when compared to the Greek original? And what about white salad cheese that is marketed as the original - Feta cheese, fraudulent olive oil and grill-cheese that makes your teeth squeak? The problem is huge and stretches all over our product area, the Mediterranean.

How the product solves it

We are ready to launch our real organic Greek yoghurt that will crush all the fake products on the market. Our yoghurt has a superior taste and quality with an attractive price for the food-chains and end customers. We will also launch a high protein-product: Greek yoghurt with the same protein content as Kvarg - perfect for active people that also cares about the taste. An investment in Konstantine's is also an investment in cheese, olive oils and other popular food products from Greece.
Our goal - to become the #1 supplier of REAL Mediterranean food!

Product features

Over a million sold feta-cheeses in Sweden says it all! We are truly devoted to find the tastiest feta/goat-cheese, Greek yoghurt, olive-oils and other Greek food products. Our challenge has not been if we can grow, it has been how fast we can grow without external capital. If the market is huge for the two product-categories feta/yoghurt, just imagine the potential when we launch a full product range made out of dairy-products, Greek olive oil, olives and ready-meal products! Our modern organization and business-idea enables us to offer competitive prices to the supermarket-chains and a high ROI to our investors!

Product use cases

Weekday or weekend - it doesn't matter! Everybody should be able to enjoy our tasty, sustainable and organic food-products to a fair price. Our customers today are supermarkets around Sweden such as COOP, ICA and Hemköp. As a modern company we are of course also selling our products to the biggest internet food companies in Sweden - Linas Matkasse and Mathem. At the moment we are also negotiating with some of the leading Food Service companies as well as the central purchase managers for the biggest supermarket-chains in Sweden.

Team

Konstantinos Foutsitzidis avatar
Konstantinos Foutsitzidis CEO and Founder
CEO and Founder of Konstantine's at the age of 26. Gained deep knowledge throughout all the business areas in the company during the start up years as he built it from zero: Sales/Marketing, Web Development, Social Media, Partnerships, Distribution, Strategic Planing, CSR-projects, Negotiator/Purchaser etc. Former: Portfolio Manager of the Product ... See more
CEO and Founder of Konstantine's at the age of 26. Gained deep knowledge throughout all the business areas in the company during the start up years as he built it from zero: Sales/Marketing, Web Development, Social Media, Partnerships, Distribution, Strategic Planing, CSR-projects, Negotiator/Purchaser etc. Former: Portfolio Manager of the Product Team for Private Loans at Citibank (Now Marginalen Bank), Sales Manager at Canal Digital, Security at the Swedish Parlament and SVT, Military Service at Livgardet Stockholm. See less
Marija Bogdanovic avatar
Marija Bogdanovic Marketing Director & Founder
Marketing Director, Quality Manager & Founder of Konstantine's. Communication Officer/International Recruitment Officer at KTH -Royal Institute of Technology. Former Internationalization and Mobility Manager at KTH for 6 years. Holds a Bachelor of Science in Political Science with exchange studies at Science Po in Paris and Chapman University in California with ... See more
Marketing Director, Quality Manager & Founder of Konstantine's. Communication Officer/International Recruitment Officer at KTH -Royal Institute of Technology. Former Internationalization and Mobility Manager at KTH for 6 years. Holds a Bachelor of Science in Political Science with exchange studies at Science Po in Paris and Chapman University in California with a minor in Communications studies. Unique profile as a higher education professional with over 10 years of experience within the industry, combined with extensive experience within project management, leadership and marketing with deep knowledge about food and the restaurant business. CO-founder of the former restaurants Mingle Bar and Dinner and Stavsnäs Vinterhamn in Stockholm. Grew up in the restaurant business with major responsibilities and key positions within family owned restaurants in Stockholm throughout the teenage and young adult years. See less
Ola Andersson avatar
Ola Andersson Board Member and Shareholder
Over 30 years of experience at high positions in the FMCG-market: CEO Ola Andersson Affärssupport, CEO Hemköp Sweden, Head of Private Label at ICA Sverige AB, Head of Product Categories and Purchase at ICA Sverige AB, Business Area Manager ICA Supermarket/Business Area Manager ICA Kvantum at ICA Sverige AB, Operation ... See more
Over 30 years of experience at high positions in the FMCG-market: CEO Ola Andersson Affärssupport, CEO Hemköp Sweden, Head of Private Label at ICA Sverige AB, Head of Product Categories and Purchase at ICA Sverige AB, Business Area Manager ICA Supermarket/Business Area Manager ICA Kvantum at ICA Sverige AB, Operation Development ICA Kvantum at ICA Sverige AB, Regional Business Manager for ICA Kvantum at ICA Sverige AB, Head of Product at Select (Svenska Shell AB), Head of Market information at ICA Handlarna Syd AB, MBA at University of Lund See less
Tim Bal avatar
Tim Bal Board Member and Shareholder
Over 15 years of experience in banking, investments and corporate CFO office; in both USA and Europe. Owner of Balaguna Capital AB, an investment company with interests in early-stage projects and start-ups in FMCG, Fintech, Medtech and others. Active board member, executive committee member and senior advisor. Developed expertise in ... See more
Over 15 years of experience in banking, investments and corporate CFO office; in both USA and Europe. Owner of Balaguna Capital AB, an investment company with interests in early-stage projects and start-ups in FMCG, Fintech, Medtech and others. Active board member, executive committee member and senior advisor. Developed expertise in product profitability, credit risk, product pricing, strategic business planning and portfolio valuation. Master of Science in Finance from Golden Gate University, San Francisco, CA, USA. See less

Market

Target Market

The market for imported yoghurt to Sweden is stable around 100.000 tons/year with an estimated value around 4BnSek. The market for feta cheese alone to the grocery store category in Sweden is valued to 700MSek. We have around 50 products in our 5-year product launch plan (contact us directly as this is sensitive information) as well as expansion plans to the other Nordic countries.

Our end customers are often:
- From the LOHAS-category (Lifestyle of Health and Sustainability)
- Woman rather than men
- Vegetarians
- Dedicated to organic products
- Allergic to lactose (goat cheese fans)

Competitive landscape

On the market for Greek style-yoghurt (made outside Greece) and protein-dairy products our competitors are mainly some of Sweden's largest dairy companies such as Arla and Lindahls. The few companies that offer real Greek yoghurt are Olympus, Fontana and Larsa Foods. ICA does also have their own-branded Greek-yoghurt. On a global scale the most prominent competitors are Chobani and Fage. Within the Greek cheese category to supermarkets Zeta is the leading company with about 20% of the market share today. Zeta is also the leading company in Sweden regarding other food categories from the Mediterranean such as olive-oil and olives.

Unique differentiator from competitors

We differ ourselves from our competitors by some key points:
- We only sell the real deal of high quality greek food products while keeping reasonable prices
- Sustainability throughout: See the business-plan
- Working with innovative packaging and packaging-sizes adjusted to the Nordic market
- Our modern package-design is unique & outstanding within our product-categories - few of our biggest competitors can compete with us in this regard!
- We work with a highly talented & slim (cost effective) organization
- Our goal is to offer all products both as conventional and organic (our Greek yoghurt will be certified organic in Q4 2018/Q1 2019)

Company revenue streams

Our main source of sales and income comes from clients within the food business such as supermarkets, internet suppliers of food and some Foodservice clients. The sales to supermarkets/internet food companies is around 95 % of the business today and our main clients are COOP, ICA, Linas Matkasse, Mathem and Hemköp.

Product/service distribution

We place orders to our producer in Greece that has the capacity of 20 pallets/day. The transport takes 5-7 days from Greece to Sweden. Our logistics-partner in Sweden can store up to 5100 pallets. We only pay fixed rates for the pallets we store and the transportation to the customers which is also done by the logistics-partner. If we place an order to the distributor before 12:00 p.m. on weekdays the order is delivered the day after within Stockholm and within two days to the rest of Sweden. We always keep products in stock so the distribution flow is safe.

Execution

Previous milestones/traction

2012(dec)- Konstantine's is founded, participated at the food-fair "Mitt Kök"
2013-2016- Konstantine's was focused on selling delicatessen from Crete. These were the learning years where we learned about our market among other vital things for the company
2017- Change Management - we invested in a new graphic profile for Konstantine's while laying the foundation for dairy-products. Specializing in Greek cheese and re-location of our storage to a logistics-partner
2018- Best start ever to a year in the history of Konstantine's with sales-record! Opening for investors and new board members with key-competence from FMCG and finance. Focus on product-development and sales

Next key objectives

2018 - Capital-injection from crowdfunding which enables key-investments in product-development, extended sales-force and central product-listings at the supermarket-chains
2019 - Central listings at two big supermarket-chains with at least 5 products in well known categories, launch of the first organic Greek yoghurt, continue to grow and expand
2020 - Start selling to Foodservice, central listings of at least 10 products at all four big supermarket chains in Sweden (ICA, Axfood, COOP, Bergendahls)
2021-2022 To gain at least 1,5% of the market for imported yoghurt and 15% of the market for feta cheese to supermarkets and Foodservice, launch in the Nordics

Previous Financing

The company is up until now financed by the current owners with 2,5 Msek.

Partnerships

The partnerships behind the product chain are the ones we have with the producers and our logistics-partners. Our producers understand the importance of exports and see it as a long-term joint venture with some shared establishment/marketing costs.
One important partner in terms of business development is Connect Öst, where we hold a network membership. Through Connect Öst we participated in the EU-financed business development program "Matlust" in 2017.

Use of funds

- Expansion with our own sales-force and a Key Account Manager (60%)
- Marketing- and establishment costs associated with the central listings at supermarkets and Foodservice chains (25%)
- Product development according to our launch plan (15%)

For more detailed information regarding our product launch plan, please contact us directly as we define that as classified information where we need a confidentiality agreement signed.

Industry Certifications/Awards

Certified with IP-livsmedel (ISO-Standard)
Certified to trade with organic food
Certified with Svenskt Sigill
HACCP certified (personell)
Approved supplier to Systembolaget
5-star rating for our cheese products at Mathem.se

Return on Investment

We aim for a IPO, put option to the current majority owners or to be acquired by a major grocery company within 4-6 years.

Risk Analysis

The main risks to our business and how we prevent them:
- Problems with reliable producers: We are very selective when choosing producers. We always sign contracts with penalty fees if the order is delayed or has defects
- "Somebody can steal your producer": We work with exclusive partner agreements and only with our own label Konstantine’s
- The sales for organic and sustainable food can drop: Our goal is to offer all our products both as conventional and organic, today all our cheese except halloumi is organic and the yoghurt will be in Q4-2018/Q1-2019