Ampersandel Ltd

The Home AngelThe Home Angel is a virtual, 21st century housekeeper-retailer. She is the personification of the human-computer system that is the company. We explain her activities to the consumer by saying: You delegate the household planning and shopping to the Home Angel. She knows your schedule, tastes, and needs. Once a week she sends your Delivery Angel with a basket of groceries and other consumables, specially devised for your household; it is placed safely in your home - you dont have to be there. And shell provide a meal-plan together with all the recipes to match the basket of groceries. The Home Angel is very thorough: she goes to the farms, fisheries, and factories to get the best and freshest food. She is the 21st century grocer. Say good-bye to supermarket shopping, and to online grocery shopping. Dont even think about it! Just get on with your life. You get better value for your grocery budget. You get a longer and healthier life and 4 to 5 hours a week more leisure. The Home Angel charges a fee for her services that depends on the value of your households basket. And you will know your Delivery Angel personally, as shell spend time with you at your home collecting all the data needed by the Home Angel; she is vetted, bonded, and insured. See www.angelarches.com.The MarketThe UK-US grocery market is worth £360 billion. We are aiming at a niche market: a modest target of 105 clients by the end of phase one (first 6 months), and 477 clients by the end of Year 1, rising to 4,650 clients by close of Year 3, spending £21 million pa. This is a penetration of 0.006% of the value of the market, and .004% of the 125,000,000 households in UK and US. The difference of .002% is due to our selling the Home Angel service as well as upmarket groceries. Using the same assumptions about rate of growth we will have 18,608 clients by the end of Year 5. Ocado achieved this level in a five-year time-frame so we consider this to be a reasonable target for us too: we have many more benefits and USPs and they have prepared the way for us.According to Accenture, sixty percent of supermarket shoppers do not like supermarket shopping. About a year ago, nearly 600,000 households in M25 zone in South-east England had shown themselves to be open to a new service in the grocery arena by registering with online grocers. But this service does not meet their needs: only 10% of these registered households actually shop each week. The Home Angel offers many more benefits than does the Online Grocer and does not require any new consumer behaviours or disciplines.Independent research, carried out for us by GMI International (www.gmi-mr.com) in August 2004 on the Home Angel, indicates that over 58% of households with incomes of over £30,000 in London and South East (2 million households) would find the Home Angel useful and 32% (1.1 million households) would be likely to sign up for it.Making the SaleWe will define Catchments consisting of 10,000 households each. Each of these areas will be carefully defined so as to be saturated with the sort of households that are likely to sign up to the Home Angel. We will target one catchment at a time with advertisements on local hoardings, in local stations, and on local buses. We will also write to each household in the Catchment by name inviting the household members to request a visit from their Delivery Angel. We will follow up the letters by phoning each household. For the early customers we would waive the £50 membership fee.The Home Angel represents the consumer: the consumers interests and values are hers. So she is an eco-gastronome and says to the consumer: Eating is not just about physical survival - it is about rejoicing in our food and drink; the colours and patterns presented on the plate, the taste-harmonies, the aroma-zephyrs, the mouth-feel, and the ear-sounds; it is about rejoicing in natures generous variety; and about taking time to enjoy each others company round the table - conviviality. It is about replenishing our joie de vivre by ingesting good vibrations - nourishment grown harmoniously and absorbed gratefully; giving as well as taking, so that our mother planet continues to nurture us. It is about our joy reverberating down the supply-chain - to sustain growers, fishers, and food artisans; animals, fruits, and vegetables; air, water, and earth. So the Home Angel will organise many events for her clients and their friends and neighbours: cooking classes, tasting courses, food festivals, visits to local farms, food artisans, and wineries, lectures, debates, and conferences on food and food history, launching of school gardens and orchards, school taste lessons, celebrations of national cuisines, and neighbourly dinners.BenefitsMore Leisure: The Home Angel reduces home administration work by 4 to 5 hours each week and many people have better ways of spending their time when they are not at work than planning and shopping for the household. It helps to restore a balance between work and life by removing some of the busy-work from our lives.More Health: Because the Home Angel makes it easy for people to eat well by providing a meal-plan and the freshest, best available food to match the meal-plan, there will tend to be fewer nutrition related disorders.Better Value: The groceries supplied by the Home Angel will tend to be lower down the food-chain and therefore both less costly and more nourishing than factory produced food.A Voice: The Home Angel client will have an influential voice via an army of professional buyers and managers whose values are the same as hers: nutritious, tasty food for the whole family, conservation of the eco-system, fair trading, respect for other species, partnership with suppliers, employees, investors, government, and all other institutions that make it possible for her to serve the client.A Vibrant Economy: The Home Angel is an expression of a paradigm that will revolutionise many mature consumer industries e.g. health, automotive, clothing. Her success will open the way for these other industries to be rejuvenated. Social Justice: The Home Angel makes each household the centre of a caring vortex. ManagementChairman and Chief Executive Officer: Oryan Wilson MA Hons (Edin) BLitt (Oxon): Oryan is a successful entrepreneur, having started and run two previous businesses. After a successful career as a conceptual analyst at various universities, she entered the commercial world in London as a systems architect and set up a systems consultancy in 1984. This company sold her services to many major British corporations as well as central and local government and, in 1998, to IBM in Austria and USA. Throughout this time the company also did R&D and employed a team of up to 10 developers to build prototypes of many Internet-type systems; for each one Oryan was the inventor, designer, and business planner. She is now a well-honed manager and leader. See www.fireseekers.com. Chief Marketing Officer: Andrew Dixon BA (Hons) Dip.M. MCIM: He is an internationally experienced senior marketing director with strategic and operational experience in both corporate and start-up environments. During a seven year period ending in December 2000 Andrew occupied several marketing positions at Tesco. His most recent roles included Board Marketing Director for Tesco Poland and Head of Club Card for Tesco plc. After this he was board Marketing Director for Network Telecom Group plc, a start-up company. He has a track record of developing customer-led propositions that increase sales and maximise profits in retail markets. Joint Chief Operations Officer: Richard Edwards BSc (hons) - He has led senior teams for both J Sainsbury and GlaxoSmithKline on both sides of the negotiation table within the fast moving consumer goods (fmcg) field. During a seven year period ending in December 2000 Richard occupied several positions at Sainsburys e.g. Category Manager for soft drinks and Senior Buyer for Household Goods. He also spent a year as Senior Buyer in the Salad category for Shaw Supermarkets in USA. More recently Richard has helped establish a brand-new well-being food & drink company in the UK, Nutrinnovator. He is a passionate, dynamic negotiator who has the ability to structure, inspire and lead teams.Joint Chief Operations Officer: John Farrand BSc (Wye Agricultural College in Business Studies and Food Industry Management) - John has been an Operations Director for seven years, managing a large distribution centre for a corporate communications company. In recent years he has been working with the Guild of Fine Food Retailers. He project managed and co-ordinated the design and launch of a bespoke training program for Fortnum & Mason, focusing upon product knowledge from farm to fork of their key food hall products. He has helped to publish the Fine Food Digest, to deliver the Speciality and Fine Food Fairs North and South, and he has organised the Great Taste Awards competition.Chief Adviser: Lord Anthony St John of Bletso BA, BSc, BProc, LLM. He currently sits in the House of Lords, is CEO of Globix, is a consultant to Smith New Court and Merrill Lynch, and is an Extra Lord-in-Waiting. He has been director of Brainware Europe and a Trustee for Tusk, TVE, SAN Foundation, and Earth 2000. He has also been chairman of Eurotrust International and MathEngine plc. Investment RequiredWe have invested £500,000 so far to do research, prepare plans, patents, specifications, web site and explore the investor market and the same amount again in opportunity costs. Our plan will require further investment of £200,000 for feasibility and £1m for the following stage.

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