Executive Summary

Overview

Nommli revolutionizes meal kits for adventurous families by sourcing family-style meals from diverse ethnic restaurants nationwide, paired with curated cultural insights, transforming dinner into an immersive journey. Nommli offers comprehensive cultural experiences with art, storytelling, insights and sensory experiences. With monthly deliveries featuring varied cuisines and cultures, established in 2023, Nommli crafts distinctive family-night experiences nationwide.

Team

Co-Founders Padmini and Raj have a combined 35 years of experience in Product and Software Engineering in various capacities in companies ranging from unicorns like Google all the way to a small group spinning off to form a startup and built it to a $40 Million revenue business.

Padmini Chintakayala, Co-founder & CEO, brings her MBA degree, 20 years of Product, Software Engineering and Google experience delivering global products like Picasa Web Albums (succeeded by Google Photos) that served over a Billion users worldwide. She manages the B2C side of Nommli with focus on customer, product, marketing, technology and business.

Raj Peddapati, Co-founder & COO, brings MS Engineering, 15 years of Software Engineering, Product, Wharton Executive Education, and entrepreneurial experience. Raj is the sole distributor for IoT smart diaper Opro9 in India. Raj is pivotal in B2B, developing and maintaining business partnerships, sales, operations, inventory and logistics.

As GenX and Millennial parents, co-founders Raj and Padmini feel the urgency of preparing for a diverse future. While schools and workplaces host occasional events, families are left on their own with fragmented, inconvenient and expensive cultural immersion options like restaurants, learning, entertainment and travel. Padmini and Raj recognize the need and opportunity to make cultural exploration simple, effective and fun.

Product

Nommli operates as a B2B2C marketplace via www.nommli.com, offering a tiered subscription model for engaging family night experiences.

The subscription service presents three-month collections, each showcasing three distinct cultures and cuisines. Subscribers gain access to exclusive insider content, handpicked restaurant meals for four, and curated cultural recommendations spanning learning, exploration, recipes, and entertainment. Following each collection, a new set of three cuisines and cultures is introduced.

Innovation drives Nommli's vision, with plans to implement an AI-powered engine for personalized flavor and culture profiles, tailored to individual interests. As Nommli expands, it aims to establish itself as the premier destination for unique, immersive cultural and culinary experiences for families. For restaurants, Nommli offers a unique platform to reach a nationwide audience, fostering increased revenue and customer outreach without the need for physical expansion.

Revenue Model

Nommli generates revenue through: director-to-consumer and B2B partnerships. Customers subscribe to one of the tiered monthly subscriptions at $89.99/month (3 Months), $99.99 (Monthly), and one-time transaction orders at $100 AOV. B2B partnerships generate additional revenue through corporate gifting and partnerships. With restaurants, Nommli works on a wholesale price or commission basis.

Market

Nommli’s initial go-to-market strategy is to focus on 2 Million qualified households in the Midwest. Orders organically coming from outside the Midwest are still processed and fulfilled. SOM is $4 Billion, SAM is $8 Billion, TAM is $17.5 Billion for the US meal-kit market and is anticipated to register a CAGR of over 14.5% between 2023 and 2032.

Competition

Goldbelly, valued at $740 Million, ships iconic foods nationwide. They categorize themselves as gourmet food and gift services. They strive on creating the nostalgia of shipping famous eats and foods from celebrity chefs and top-tier influencer marketing. They appear to focus on western foods like bagels, desserts, meats etc

Hello Fresh, valued at $4.5 Billion, is the largest market share holder in meal-kits. They have acquired several subsidiaries such as Factor_ (of Batavia, IL), Green Chef, Chefs Plate etc

Doordash, valued at $34 Billion, is a local restaurant food and grocery delivery service. They recently entered the nationwide meal shipping market with limited restaurants as well as nationwide shipping of other smaller items Amazon style.

Comparables

Factor_ | Batavia, IL | Acquired By: HelloFresh, For: $227 Million In: Nov 2020, Stage: Series B Subscription-based prepared meal delivery service that delivers dietitian-designed, chef-crafted meals.

HomeChef | Chicago, IL | Acquired by: Kroger, For: $200 Million (additional $500 million in incentives if certain targets were met ), In: June 2018 Meal kit and food delivery company that delivers pre-portioned ingredients and recipes to subscribers weekly. In 2017, 2018 they started selling in Walmart, Kroger and Walgreens stores before acquisition.

Little Passports | SFO, CA | Acquired by: BEGiN, For: Undisclosed amount, In: Dec 2021 Kids experiences subscription box