Photo - Pickery
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Pickery

Grocery platform delivering from multiple known supermarkets

Germany
Market: Food industry
Stage of the project: Operating business

Date of last change: 09.07.2020
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Idea

Orders get shopped on-demand allowing us to operate without any inventory. We create new sales opportunities for local markets and solve the recurring pain of today’s inconvenient and time intensive grocery shopping.

Current Status

* 30k products live within an assortment from Rewe, Aldi, Budnikowsky & more
* 7k € MRR growing Ø 10% week over week since launch in April 20
* 720€ Annual revenue per customer on 43% returning customers
* 2 month to break even customer on 25 CAC

Market

Early adopters as 40+ Woman (Best Ager) in DE having the characteristics of high buying power, growing online affinity while facing limited mobility.

22,5 Mio.
Females buyers >40 years
in Germany 2018

Market: DE Online Grocery tripling to 3,8 €Bn till 2023, growing 5x than grocery retail market of 274 €Bn

Problem or Opportunity

Today’s grocery shopping experience in DE is inconvenient and time intensive. Despite a huge trend towards online shopping, most traditional supermarkets are unable to digitalise due to high upfront tech investments and lack of end customer logistics.

Market: DE Online Grocery tripling to 3,8 €Bn till 2023, growing 5x than grocery retail market of 274 €Bn

Solution (product or service)

Pickery is Germany’s first and only grocery order platform that delivers from multiple known supermarkets.

Orders get shopped on-demand allowing us to operate without any inventory and create new sales opportunities for local markets.

Competitors

Local competitors: Rewe, Amazon Fresh, myTime, Picnic
Global competitors: Instacart, Postmates, Glovo

Advantages or differentiators

With >20k products on our order platform we are the only service to deliver products from multiple stores on demand in Germany.

We provide the highest variety while operating with the lowest assets.

Finance

Multiple Revenue Streams by monetising all platform stakeholders.

10%
Marketing fees on ad placements

10-25%
Markup fees on every product.

4-6 EUR
Delivery fee dependent on time slot.

on an average order size of 60 euros

Business model

Average order size of 70 euros
25% Total Margin on every order -> €17.4
Cost of payment, picker and driver -> €12.4
€5 gross margin on every order
Average Order frequency of 2.4 a month
* 2 month to break even customer on 25 CAC

Money will be spent on

43% 
Marketing Spend mixed between offline, online and 
retargeting campaigns
37% 
Product development incl. integration of new partners 
and shopping features
20% 
Customer Support and 
Satisfaction

Offer for investor

Attractive ROI within the next 4 years. Raising 750k Seed to scale Hamburg operations, hire a tech & ops team to open 2 more cities.

Targeting growth to acquire market share that will allow a Series A in early 2022 on 4x valuation.

Team or Management

Risks

Entering of big global competitors like Instacart in the German market before we are established.

Incubation/Acceleration programs accomplishment

Participation in the Next Commerce Accelerator Program.

Won the competition and other awards

Winner of Tchibo Hackathon.

Photos

Photo 1 - Grocery platform delivering from multiple known supermarkets
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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
Competitors
Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
Photos
Product Video