Cloosiv (now Odeko) Pitch Deck (2017): 22-Slide Seed Deck

Cloosiv’s 22-slide deck is a masterclass in comparative positioning. The company identifies a massive market—independent coffee shops represent a $20B opportunity—and positions itself as the digital infrastructure these shops lack compared to giants like Starbucks. The deck relies heavily on a +40% monthly GMV growth rate to prove product-market fit. While the team slide is minimalist and the financial specifics are largely obscured by '$X' placeholders in the appendix, the core thesis is clear: democratizing the 'order-ahead' technology that fueled Starbucks' growth. The deck successfully tr…

Key takeaways

• Independent coffee shops represent a $20B market, larger than Starbucks and Dunkin combined (Slide 3).
• The company claims a consistent +40% monthly GMV growth rate from July 2018 to August 2019 (Slide 5).
• Revenue is generated through a tiered commission model ranging from 12% for low-volume shops to 8% for high-volume ones (Slide 6).
• Cloosiv targets mid-market chains with 10 to 60 locations as their primary growth engine for 2019-2023 (Slide 11).
• User acquisition is driven by in-store advertising and a $5 per user referral program (Slide 10).
• The 'Ask' slide seeks $1 million to add 800+ coffee shops and reach $60k+ monthly net revenue (Slide 16).
• The deck uses an appendix to show growth trends in mobile orders and active users, though Y-axis values are redacted with '$X' (Slides 19-22).
• A significant revenue spike in August 2019 is attributed to a 'pivot to new pricing model' (Slide 22).

Frequently asked questions

How does Cloosiv make money?

Cloosiv employs a multi-stream revenue model. Primarily, they take a commission on every order paid by the coffee shop: 12% for the first 50 orders, 10% for orders 51-150, and 8% for 151+ orders. Additionally, they offer an optional $499 merchant service upgrade and charge a $0.10 per-swipe user service fee.

What is the primary market opportunity identified in the deck?

The deck highlights that while Starbucks has seen massive growth through its app (reaching $5B in volume by 2019), independent coffee shops—which constitute a $20B market—lack similar mobile ordering infrastructure. Cloosiv aims to be the universal app for these independent and mid-market players.

What metrics did Cloosiv use to show traction?

The core traction metric presented is a +40% monthly growth in Gross Merchandise Volume (GMV). The appendix further illustrates upward trends in the number of mobile orders, active users, and participating coffee shops, although specific numerical values for these metrics are redacted in the public version of the deck.

Who is the target customer for Cloosiv?

While the app serves coffee drinkers, the business targets independent coffee shops and mid-market chains. Slide 11 specifically lists targets like Blue Bottle, Philz Coffee, and La Colombe, focusing on brands with 10 to 60 locations for their 2019-2020 expansion phase.

What was the result of this fundraising round?

According to catalogue facts, Cloosiv raised $2,100,000 in 2017. The deck itself asks for $1,000,000, suggesting the round may have been oversubscribed or expanded. The company later merged with Odeko to further consolidate the supply chain and technology stack for independent cafes.

Cloosiv (now Odeko) pitch deck: the facts

Company

Cloosiv (now Odeko)

Year

2017

Stage

Seed

Slides

22

Sector

Mobile Ordering / Fintech

Deck type

Seed Pitch Deck

Outcome

Raised $2,100,000

Headquarters

Charlotte, NC (per historical records)

Cloosiv (now Odeko) pitch deck PDF

The full Cloosiv (now Odeko) deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Cloosiv (now Odeko) pitch deck was used for

This pitch deck is a 22‑slide seed‑stage presentation from around 2017 for Cloosiv, a mobile ordering platform focused on independent coffee shops and cafés. The deck positions Cloosiv as a way for small coffee shops to replicate Starbucks‑style digital ordering and loyalty capabilities, framing itself as a high‑growth opportunity in mobile commerce for local cafés. According to later catalogue commentary, the deck’s "Ask" slide specifies a $1M seed raise to add 800+ shops, scale product/sales/marketing, and reach $60k+ in monthly net revenue. Subsequent catalogue notes indicate that Cloosiv is listed as having raised $2.1M in 2017, suggesting the round may have been oversubscribed or expanded beyond the original $1M target.

Business model: Cloosiv was a mobile order-ahead platform that enabled customers to order and pay in advance at independent coffee shops via a consumer app, helping small cafés offer mobile ordering comparable to large chains. After a 2020 merger, the business continued under the Odeko brand, which combines mobile ordering with inventory and supply-chain management for cafés.

Round

Seed

Year

2017

Investors

Catalogue and press reports for the later Odeko‑Cloosiv financing rounds list investors including GGV Capital, First Rou

Founded

2018

Headquarters

Charlotte, North Carolina (Cloosiv)

Industry

Mobile ordering and payments for cafés / coffee-tech platform.

Raising: The deck’s Ask slide, as described in catalogue commentary, shows Cloosiv seeking $1,000,000 in seed funding to add 800+ coffee shops, scale product, sales and marketing, and achieve $60k+ in monthly net revenue.

Raised: Catalogue notes state that Cloosiv raised $2,100,000 in 2017, while also documenting that the deck’s Ask slide requested $1,000,000, implying the round may have been oversubscribed or expanded.

Total funding: Cloosiv raised approximately $1.15M prior its merger, according to CB Insights. In 2020, Cloosiv and Odeko raised $28M for the combined venture, including a $12M round led by GGV Capital with participation from First Round, Primary Venture Partners, Two Sigma Ventures, Box Group and Addition Ventures, alongside other investors.

Use of funds as presented: According to catalogue commentary on the Ask slide, the company intended to use the $1M seed round to add 800+ coffee shops to the platform, scale product development, sales, and marketing, and reach $60k+ in monthly net revenue.

What happened after the Cloosiv (now Odeko) deck

Following its 2017 seed deck, Cloosiv continued to raise capital, including an approximately $1M seed round in 2019, before merging with Odeko in 2020 to create an integrated mobile ordering and inventory management platform for cafés; the combined entity raised $28M around the merger and now operates entirely under the Odeko brand.

• Cloosiv grew as a mobile order‑ahead platform for independent coffee shops and, by 2020, merged with New York‑based Odek
• Cloosiv and Odeko together raised $12M (as part of a larger $28M financing) around the time of the merger, led by GGV Ca
• CB Insights records total Cloosiv funding of approximately $1.15M, and other reports note a $1M seed round in October 20

What the Cloosiv (now Odeko) deck got right

• Specific and measurable use of proceeds in the Ask. The deck is reported to articulate a clear funding ask of $1M with specific operational targets—adding 800+ coffee shops and reaching $60k+ monthly net revenue—linking capital requested to measurable growth outcomes.
• Compelling niche positioning against large coffee chains. Cloosiv’s focus on independent coffee shops allows it to position mobile ordering as a way for small cafés to compete with Starbucks‑style digital experiences, a narrative supported by external descriptions of the product and its value proposition.
• Platform evolution validated by subsequent merger and funding. The later merger with Odeko and associated $28M in financing demonstrate that the core thesis—connecting mobile ordering demand with café operations and supply‑chain management—had enough strategic value to attract substantial capital and a platform partner.
• Low‑friction implementation for small cafés. External app and marketplace listings emphasize that the product requires no hardware, contracts, or setup fees and integrates into existing workflows, suggesting that the deck could credibly highlight low friction for café adoption.
• Evidence that target segment embraces mobile ordering. Post‑merger performance data, such as processing nearly $2.5M GMV at the height of the pandemic on the mobile ordering app, support the deck’s underlying premise that independent cafés would meaningfully adopt digital ordering solutions.
• Demonstrated scalability in the independent café segment. By 2020, the combined Odeko‑Cloosiv platform reportedly serviced thousands of coffee shops across multiple U.S. states, indicating that the market size and scalability arguments likely made in the deck were borne out in subsequent years.

What could have been stronger

• Limited externally verifiable traction at deck time. External commentary on the deck notes the $1M ask but does not cite any contemporaneous evidence of concrete traction metrics (e.g., active shops, order volume, revenue) available in public sources, which limits an investor’s ability to verify performance at the time of the raise.
• Competitive defensibility versus large chains and other apps not well evidenced externally. The catalogue description indicates the deck benchmarks heavily against Starbucks’ digital success, but public information does not show clear, quantified differentiation beyond serving independent shops; without side‑by‑side metrics or case studies, the competitive moat versus other mobile‑ordering providers is hard to assess from outside sources.
• Sparse public detail on the exact 2017 round structure. Public funding records clearly document later seed and merger‑related financings but do not provide detailed terms, investor composition, or valuation for the 2017 round the deck was used for, which complicates external verification of how the specific pitch translated into actual investment structure.
• Execution against deck milestones not traceable in public sources. While catalogue notes mention targets such as adding 800+ coffee shops and reaching $60k+ monthly net revenue, no externally available follow‑up data ties those specific milestones back to outcomes from the 2017 raise, leaving the execution against deck promises largely undocumented.

How an investor would read this deck

What draws attention

• Clarify the connection between the deck’s $1M ask and the catalogue claim of a $2.1M 2017 raise, including whether the round was extended or combined with later tranches, and on what terms (valuation, security type, key conditions).
• Obtain internal metrics from the 2017 period—number of live cafés, order volume, GMV, retention, and unit economics—to validate the high‑velocity growth narrative beyond the qualitative benchmark against Starbucks.
• Understand how Cloosiv’s pure mobile‑ordering proposition evolved into the broader Odeko platform, and whether the original seed investors participated pro rata in the later $12M and $28M financings tied to the merger.
• Evaluate concentration risk in the independent coffee segment and assess whether the platform’s later expansion across thousands of shops reflects scalable acquisition playbooks that were already envisioned in the 2017 deck or emerged only post‑merger.

Risks that stand out

• Dependence on independent coffee shops as a core customer base exposes the business to macro shocks (such as COVID‑19) and localized downturns in foot traffic, which later led to a strategic focus on operational efficiency and inventory management in the Odeko platform.
• The market for mobile ordering and payment solutions is competitive, with large chains and ecosystem players offering their own apps; Cloosiv’s advantage hinges on sustaining a differentiated experience and integration for small cafés, a moat that can erode if horizontal platforms move down‑market.
• Fragmented small‑business customers often have limited technical resources and budgets, making onboarding, retention, and support cost‑intensive; the success of the combined Odeko‑Cloosiv entity suggests this risk was mitigated at scale but it remained material at seed stage.
• Public data shows multiple rounds and a merger over several years; without clear disclosure of the 2017 round’s terms, seed investors face uncertainty over dilution, preferences, and relative position in later financings.

Questions this deck invites

• What specific traction metrics (live coffee shops, monthly active users, GMV, and net revenue) did Cloosiv have at the time of the 2017 seed deck, and how do those compare to the targets of 800+ shops and $60k+ monthly net revenue stated in
• How did Cloosiv’s standalone funding (about $1.15M total, including a $1M seed in October 2019) relate to the earlier 2017 raise indicated by catalogue notes, and were these recorded as separate rounds or re‑classifications of the same fina
• What were the unit economics for a typical independent café on Cloosiv (take rate, contribution margin, payback period on acquisition spend), and how did these metrics influence Odeko’s decision to merge and extend the model to inventory an
• Which competitive alternatives (e.g., other mobile ordering apps or white‑label solutions) were most salient in 2017, and how did Cloosiv plan to defend against encroachment, especially from large POS providers and chains expanding their ow
• Post‑merger, how were Cloosiv’s early investors treated in the cap table and governance of the combined Odeko entity, particularly in the $12M Series A and broader $28M financing for the new company?

What founders can take from the Cloosiv (now Odeko) deck

• Benchmarking against a dominant player like Starbucks’ mobile experience can make a niche platform’s opportunity legible, but it needs to be paired with clear metrics that show how the startup is closing the gap for its specific segment of independent cafés.
• Stating explicit operational targets in the ask (e.g., adding 800+ shops and reaching $60k+ monthly net revenue on a $1M seed raise) helps investors connect capital deployment to concrete milestones, even if later rounds ultimately exceed the initial ask.
• A focused vertical (independent coffee shops) can serve as a strong entry wedge for a broader platform strategy, as illustrated by the eventual merger of Cloosiv with Odeko into an integrated supply and demand solution for cafés.
• Seed‑stage decks that lean heavily on narrative and market benchmarking benefit when later outcomes—such as documented funding, mergers, and scale metrics—demonstrate that the initial thesis was robust enough to attract further capital and strategic partners.
• Clear communication of brand evolution (Cloosiv becoming Odeko) is crucial, since investors and operators need to trace how early product positioning in mobile ordering ties into later platform capabilities and financings.
• Vertical software for small businesses can evolve from single‑function apps (order‑ahead) into multi‑module platforms (inventory, supply chain, analytics), and seed decks that frame this potential can position the company for merger or expansion opportunities later on.

Cloosiv (now Odeko) pitch deck: common questions

What did Cloosiv (now Odeko) actually do?

Cloosiv was a Charlotte‑based startup offering an order‑ahead mobile app for independent coffee shops, letting customers skip the line while cafés gained a digital ordering and payment channel similar to large chains. After merging with Odeko in 2020, the service continued under the Odeko brand as part of a broader cafe operations and supply‑chain platform.

How much was Cloosiv raising in this seed pitch deck, and what was the outcome?

Catalogue commentary indicates that the 2017 Cloosiv deck asked for $1M in seed capital to add 800+ coffee shops, scale product, sales, and marketing, and reach $60k+ in monthly net revenue. The same catalogue lists a $2.1M amount raised in 2017, implying the round was ultimately larger than the initial $1M ask, though detailed primary documentation of that 2017 round is not publicly available.

Is the $2.1M figure for Cloosiv’s seed round fully documented?

Later reports state that Cloosiv raised about $1M in seed funding in October 2019, and CB Insights records total funding of roughly $1.15M for Cloosiv, but those references are to a 2019 seed round and aggregate funding rather than specifically to the 2017 deck. For the 2017 deck itself, the only sourced figures are the $1M ask and the catalogue note of a $2.1M raise that year.

What happened to Cloosiv after this deck—how did Odeko enter the story?

In 2020, Cloosiv merged with New York‑based Odeko, an inventory and supply‑chain management platform for cafés, to form an integrated provider under the Odeko name. The combined company raised $12M (part of a larger $28M financing) led by GGV Capital with participation from First Round, Primary Venture Partners, Two Sigma Ventures, Two Sigma Ventures, Box Group, Addition Ventures and others to expand the connected supply and demand platform for small businesses.

Who were Cloosiv’s customers, and how big did the platform become?

The deck focuses on independent coffee shops as the primary customer segment, benchmarking against Starbucks’ digital success to argue that small cafés need comparable mobile ordering and loyalty tools. The later Odeko‑Cloosiv platform ultimately grew to support thousands of cafés across multiple U.S. states, but those traction numbers are documented for the merged entity several years after the deck, not for Cloosiv alone at the time of the seed raise.

Sources

Funding and outcome facts on this page were researched on 2026-08-22 from the pages below.

• Odeko - Order Local Coffee
• Odeko, Cloosiv merge to form an app for coffee shops, bakeries and...
• Odeko Adds Mobile Ordering To Its All-In-One Cafe Operations...
• Odeko And Cloosiv Merge To Create An All-In-One Cafe...
• Charlotte-based Cloosiv Merges with Odeko and Raises $12 million...
• Cloosiv - F6S
• Cloosiv | Mobile Ordering for Coffee Shops
• Odeko | Square App Marketplace

Cloosiv (now Odeko) pitch deck slides

What each slide of the Cloosiv (now Odeko) pitch deck says

Slide 2

It's inevitable that all coffee shops will offer a mobile app. Cloosiv will be that app.

Slide 4

Ll o_o @ They prioritize convenience $ $58 2 > @ o S a < £ w +] 2 & 20m 2015 2019

Slide 5

H 1) Our GMV is +40% monthly $X ll JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG 2018 2018 2018 2018 2018 2018 2019 2019 2019 2019 2019 2019 2019 2019 5

Slide 6

We earn revenue with every order, paid by the coffee shop 12% 10% 8%

Slide text above is read directly from the Cloosiv (now Odeko) deck PDF embedded on this page.

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