In My Tum Pitch Deck Teardown: A Hyper-Local Marketplace

Executive Summary: The Local Grocer Digitization Play

In My Tum entered the market in mid-2020, a period defined by the rapid acceleration of e-commerce due to global lockdowns. Their pitch deck focuses on a specific segment of the retail market: the artisan, independent grocer. These are businesses with high-quality products and loyal local followings but limited technical infrastructure. The deck proposes a managed marketplace model where the startup handles the 'tech' and 'logistics' while the grocer provides the 'inventory' and 'initial customer base.'

Slide 1: Title and Positioning

The cover slide introduces the brand 'in my tum' with the subtitle 'local grocers marketplace.' The visual identity is clean, using a bright green color palette associated with freshness and health. The imagery features a grocer in a checkered shirt and apron standing next to a brown paper bag overflowing with fresh produce (peppers, lettuce, potatoes, citrus). This immediately establishes the sector and the target partner profile.

Slide 2: The Value Proposition

Slide 2 defines the platform as a tool for 'artisan grocers to sell online.' It lists three core pillars of the service: driving existing customers to the platform, finding new customers, and providing delivery that 'costs less than in-house.' A screenshot of a sample store, 'SUNFLOUR BAKERY,' shows a clean UI with categories for Breads, Dairy, Fruit, Meats, and Veggies. This slide attempts to solve the 'why now' by highlighting the cost-efficiency of their delivery model compared to a grocer hiring their own driver.

Slide 3: Our Model

This slide breaks down the operational workflow into three stages: Partner , Operate , and Empower .

Partner: Independent grocers drive their own foot traffic to the site. · Operate: In My Tum manages the online presence and marketing spend. · Empower: The startup provides the 'toolkit' for delivery to the customer's door.

The imagery shows a traditional farmer's market stall contrasted with a modern consumer using a laptop while eating, and a car being loaded with groceries, illustrating the bridge between old-world retail and new-world convenience.

Slide 4: Forecasted Growth YE2021

The financial model is presented through four green circles and one large GMV circle. The math is explicit: 60 grocers each doing £80k in online sales results in £5m total annualised GMV. With a 20% commission rate (£16k per grocer), the company projects £1m in annualised revenue. This slide is crucial because it defines the unit economics—a 20% take rate is standard for marketplaces but high for low-margin grocery, suggesting they are targeting premium 'artisan' price points where such margins are sustainable.

Slide 5: Journey to Exit

This is the most aggressive slide in the deck. It maps a five-year trajectory:

JUN '20: London only, 7 grocers, £25k GMV (Current state at time of deck). · SEP '21: UK expansion, 60 grocers, £5m GMV. · SEP '22: Targeted UK areas, 300 grocers, £25m GMV. · SEP '23: Europe expansion, 1200 grocers, £100m GMV. · SEP '25: Exit to 1 buyer at a £700m valuation.

Projecting a specific exit valuation and date is rare in early-stage decks and can be polarizing for investors, as it assumes a very specific market condition and acquisition appetite five years into the future.

Slide 6: The Opportunity and Traction

The final slide in this set summarizes the 'pain point': businesses with existing customers struggle to become tech businesses. It reiterates that existing customers are the 'lowest cost to acquire' and claims that In My Tum can manage marketing budgets more efficiently than a small shop owner. It makes a bold claim that their platform will be the 'first grocer marketplace in the world' and highlights the 'multi billion GMV' potential. The mention of having acquired the first 7 grocer partners 'pre-seed' serves as the primary proof of concept.

What Works in This Deck

Clear Niche: By focusing on 'artisan' grocers rather than all grocery stores, the company avoids a direct head-to-head battle with supermarket giants. This niche usually has higher average order values (AOV), which makes a 20% commission more palatable.

Marketing Efficiency: The strategy of having grocers drive their own customers to the platform is a clever way to solve the 'cold start' problem common in marketplaces. It reduces the initial CAC (Customer Acquisition Cost) for the startup.

Simple Monetization: The revenue model is straightforward. There are no complex subscription tiers or hidden fees mentioned; it is a pure performance-based commission model, which is easy to sell to small business owners.

What Is Missing

The Team: In the provided slides, there is no mention of who is building this. In a pre-seed or seed round, the founders' backgrounds in logistics, retail, or software engineering are often more important than the projections.

Competitive Landscape: The claim to be the 'first grocer marketplace in the world' is highly debatable. In 2020, companies like Farmdrop (UK) or Mercato (US) were already operating in similar spaces. A slide addressing how they differ from these incumbents or from generalist delivery apps like UberEats/Deliveroo is missing.

Logistics Detail: 'Delivery that costs less than in-house' is a significant claim. The deck does not explain how this is achieved. Are they using a gig-economy fleet? Their own electric vans? A third-party API? The margins of the business live or die on this detail.

Founder Takeaways

Be Cautious with Exit Projections: While investors want to see a 'big' vision, putting a specific price tag and date on an exit (e.g., £700m in Sep '25) can sometimes look naive or overly rigid. It is often better to show the market size (TAM) and how you capture it, rather than naming an exit price.

Leverage Partner Assets: In My Tum's best idea is using the grocer's existing physical footprint as a marketing channel. If you are building a B2B2C marketplace, always look for ways to make your B2B partners your primary customer acquisition engine.

Visual Consistency: The deck uses a consistent visual language. The use of real screenshots (Slide 2) alongside aspirational lifestyle photography helps ground the 'tech' in reality. Founders should ensure their 'product' slides look like a finished product, even if it is just a high-fidelity mockup.