Chef database

The social employment platform for the catering industry

Oodles of chefs, a good dollop of personality and a healthy serving of jobs

The place to go to find a chef

&

The place to be if you are a chef

The problem

Nowhere for chefs to build a professional online presence dedicated to helping them find work Recruitment agencies are expensive and don’t allow a personal interaction between employers and chefs Chefs CVs can often be disorganised and irrelevant

Catering recruitment agencies haven’t fully utilised the digital age. - Still sift through paper copies of CVs.

Chefs can’t create an attractive online presence - LinkedIn is still very corporate.

Job advert sites, such as hospitalitycareersnetwork.com and caterer.com are unattractive, bland and time consuming

Industry stuck in ‘analogue’ mode

What we do

We connect chefs with those looking to hire chefs for any occasion. Make it easy to find and browse the profiles of chefs without having to rely on expensive recruitment agencies. Create an attractive, simple platform for chefs to showcase their abilities and build an online presence.

There are currently around 255,000 chefs employed in the UK There are 60,000+ restaurants the UK Staff turnover is well above the national average of 15% per year - 30% turnover for small catering establishments - 60-70% turnover for larger catering establishments

There are 440,000 catering establishments in the UK - We help hotels, pubs, educational facilities, weddings etc

Industry Insights

Who we are

Adam Pawson – Co Founder Adam has spent the last 6 years working for digital agencies as a strategist. He has helped clients such as Nike, Mini & Nissan grow their digital presence.

Dan Pawson – Co Founder Dan is an award winning chef. He has gained experience and contacts by training at restaurants such as 3 Michelin star The Waterside Inn. Following this he has gone on to become sponsored by ProCook.

Our Team

Max Di Capua - Marketing Jeremy Pitt – Web Developer

Roxanne Dadgostar – User Experience Ali Freeman – Design

Register Create profile Apply for jobs

Chefs looking for jobs

Our platform is attractive and easy to use

Register Create profile Search for chefs

People looking for chefs

Messaging is done directly between chefs and potential employers

User Acquisition plan

Partnership with one high profile chef to provide endorsements Re-launch site with accompanying mobile site - 50% of current site traffic comes from mobile devices

Partnerships with food bloggers - Run advertising in return for branded content on their blog

Display marketing across relevant sites & social networks - Facebook ads, promoted tweets, Linkedin ads

Collaborate with catering colleges – already work with Leeds City College - Mandatory for students to have a Chef Database profile

Team growth

Year 1 Year 2 Year 3

Founders x2 Founders x2 Founders

Web Developer Web Developer x2 Web Developer x4

Designer Designer Designer x2

User Experience User Experience User Experience x2

Marketing & PR Marketing & PR x2 Marketing & PR x3

Accountant Accountant

Analytics Analytics x2

Community Manager

6 10 17

Subscription model

A subscription model will be utilised once we have a satisfactory amount of chefs registered on site People looking to message a chef will sign up to one of a number of available subscription options to unlock this option A proven business model already - Dating websites use a similar model with the main 3 companies valued in excess of £30 million

Subscription model - Prices

Prices

£12.99 1 month

£29.99 3 months

£54.99 6 months

£99.99 1 year

Forecasts - Users

Paying Users

Subscription year 1 year 2 year 3 year 4 year 5

£12.99 – 1 Month 1,500 3,375 9,450 28,350 62,370

£29.99 – 3 Months 1,200 2,700 7,560 22,680 49,896

£54.99 – 6 Months 1,000 2,250 6,300 18,900 41,580

£99.99 – 12 Months 500 1,125 3,150 9,450 20,790

TOTAL 4,200 9,450 26,460 79,380 174,636

Forecasts – money – excluding funding

Revenue

Subscription year 1 year 2 year 3 year 4 year 5

£12.99 – 1 Month £19,485.00 £43,841.25 £122,755.50 £368,266.50 £810,186.30

£29.99 – 3 Months £35,988.00 £80,973.00 £226,724.40 £680,173.20 £1,496,381.04

£54.99 – 6 Months £54,990.00 £123,727.50 £346,437.00 £1,039,311.00 £2,286,484.20

£99.99 – 12 Months £49,995.00 £112,488.75 £314,968.50 £944,905.50 £2,078,792.10

TOTAL £160,458.00 £361,030.50 £1,010,885.40 £3,032,656.20 £6,671,843.64

Funding details

£350,000 Purpose

£20,000 Website development

£110,000 Marketing

£100,000 Wages

£100,000 Endorsements

£20,000 Overheads

Future growth plan

Expand into the US - More than 3x the size of UK market

Develop into a content hosting platform alongside social activity - Recipe sharing, restaurant reviews, chef reviews/rankings, newsfeed

Expand out of purely chef profiles - Front of house staff