# Nui Cookies Financial Model

Nui makes low-sugar, low-carb indulgent cookies (keto/gluten-free) targeting health-conscious snackers.

- Canonical: https://finamodel.com/startups/nui-cookies
- Excel download: https://finamodel.com/startup-models/nui-cookies.xlsx
- Category: Health-tech
- Model type: Unit-economics / DTC
- Funding round: Seed
- Funding: $300k
- Founded: 2019
- Geography: US (inferred from Shark Tank mention and .com domain) [DECK]
- Customer: B2C

## About the company

Nui makes low-sugar, low-carb keto and gluten-free cookies for health-conscious consumers. The brand sells an indulgence-style packaged food proposition tailored to buyers seeking alternatives that fit specific dietary preferences without abandoning familiar snack occasions.

It sells DTC and has potential retail expansion, making channel mix important to the economics. Customer value depends on repeat purchase, price, product range, retail velocity, and efficient co-manufacturing and fulfilment as the brand shifts from online acquisition toward wholesale distribution.

The model forecasts packs sold, price, repeat rate, DTC versus retail mix, ingredient and co-manufacturing cost, and CAC. It includes wholesale margins, inventory, trade spend, fulfilment, marketing, working capital, gross margin, cash burn, and runway.

## What's included

- 5-year monthly revenue build with stage-appropriate growth assumptions
- Full P&L, headcount plan, and operating-expense schedule
- Cash-flow statement, runway, and burn-rate tracking
- Valuation via exit multiple with a DCF cross-check
- Returns analysis with MOIC and IRR
- Unit economics including CAC, LTV, payback, and cohort retention

## Product & value proposition

- Core SKUs (8 slides confirm 6 flavors):
  - Chocolate Chip Cookie - 1g sugar, 3g net carbs, 56g / 2 cookies
  - Double Chocolate Cookie - 1g sugar, 3g net carbs, 56g / 2 cookies
  - Peanut Butter Cookie - 2g sugar, 4g net carbs, 56g / 2 cookies
  - Snickerdoodle Cookie - 1g sugar, 2g net carbs
  - Birthday Cake Cookie - 1g sugar, 2g net carbs
  - Ginger [flavour] Cookie - 1g sugar, 2g net carbs
- Key attributes: Non-GMO, gluten-free, keto-friendly, almond flour base, monk fruit sweetener, grass-fed butter, MCT oil, coconut flour
- Pack format: 2-cookie grab-and-go pack, 56g net weight
- Positioning: "The Nabisco for low sugar, low carb INDULGENT snacks"
- Press: SHAPE Magazine, Elite Daily

## Market

Context only (not from deck): operates in better-for-you/keto snack segment, riding US obesity/diabetes narrative stated in problem slide.

## Revenue model

- Channels: DTC via eatnui.com (confirmed by URL in Instagram bio); retail channel implied by "Nabisco" ambition but no specific retail partners named.
- Unit format: 2-cookie pack, 56g. Price per pack not stated in deck.
- No subscription, wholesale pricing, or margin data disclosed.

## Traction & metrics

- Instagram followers: 99.3K
- Instagram posts: 665
- Instagram following: 555
- Featured on Shark Tank
- Press placements: SHAPE Magazine, Elite Daily
- No revenue, units sold, AOV, repeat purchase rate, or retail door count disclosed.

## Competition / moat

- No explicit competitive analysis slide.
- Implied moat: taste ("indulgent" positioning distinguishing from protein bars / sugar-laden "better-for-you" snacks), community/brand (99.3K Instagram followers, Shark Tank exposure), clean ingredient formulation (monk fruit, almond flour, non-GMO).
- Aspirational competitive frame: "Nabisco for low sugar, low carb indulgent snacks".

## Team & funding ask / use of funds

Team:
- Kristoffer Quiaoit, CEO - Founder of Bright Brain Learning LLC; business development, sales strategy, management.
- Victor Macias, President - Founder of Male Standard; digital media, content marketing, SEO; brand collaborations with GMC, Unilever, Gillette.
- Valerie Bui, Marketing & Brand Partnerships - Registered Dietitian Nutritionist (MBA); digital marketing, agency management, market research (Dine Brands, Kellogg's).

---

## Recommended financial model

- **Archetype + why:** DTC + Retail CPG P&L model. Revenue is unit-volume driven (SKU × pack price × volume); margin story turns on COGS (ingredients, co-manufacturing, packaging) and channel mix (DTC carries higher gross margin vs. wholesale/retail). This is a product company, not SaaS or marketplace - a 3-statement operating model with channel-split revenue build is most appropriate.

- **Forecast horizon & granularity:** 3 years monthly (Year 1–2) then quarterly (Year 3). Monthly granularity needed to model inventory build, seasonal demand spikes (holiday), and DTC ad-spend cadence.

- **Key drivers & assumptions:**

| Driver | Value / Source |
| -- | -- |
| SKUs in market | 6 cookie variants |
| Pack size / format | 56g, 2-cookie pack |
| DTC average order value | ~$30–35 (typical keto DTC multi-pack bundle); needs validation |
| DTC order frequency (repeats/yr) | 4–6x/yr for loyal keto consumer; no data in deck |
| DTC channel gross margin | ~55–65%; almond flour / monk fruit ingredients are premium cost inputs |
| Retail gross margin | ~35–45% after trade spend and wholesale discount |
| Channel mix (DTC vs retail) | ~70/30 at current stage, shifting toward 50/50 as retail scales |
| Instagram follower base | 99.3K - used as seed for DTC traffic/conversion modelling |
| Instagram → DTC conversion | 1–3% of followers convert in Year 1; sensitivity driver |
| COGS % of revenue | ~38–45%; premium ingredients + co-man overhead |
| Customer acquisition cost (DTC) | $15–25 via paid social; no data in deck |
| Retail door count ramp | not modelled at launch; scale assumption to be added once retail partners confirmed |
| Headcount / opex | lean 3-person founding team; minimal fixed opex in early years |

- **Scenarios (Base / Bull / Bear):**
  - **Base:** DTC grows via community + paid social; modest retail entry by Year 2; gross margin ~55% DTC blended.
  - **Bull:** Shark Tank-driven traffic spike converts to sustained DTC volume; retail at 500+ doors by Year 2; AOV lifts on bundle offers.
  - **Bear:** High CAC erodes DTC margin; retail channel slow to open; ingredient cost inflation compresses gross margin to <40%.
  - Flex variables: DTC conversion rate, CAC, retail door count, ingredient cost, AOV.

- **Required sheets / outputs:**
  1. Assumptions dashboard (all drivers centralized)
  2. Revenue build - DTC (traffic × conversion × AOV × repeat rate) and Retail (doors × velocity × wholesale price)
  3. COGS build - ingredient cost per unit, co-manufacturing fee, packaging
  4. P&L (Gross Profit → EBITDA)
  5. Marketing & headcount opex schedule
  6. Cash flow / runway (given early-stage burn)
  7. Scenario toggle (Base / Bull / Bear on key drivers)

## Frequently asked questions

### Is the Nui Cookies financial model free?

Yes. The Nui Cookies model is a free Excel download with live formulas.

### Can I change the assumptions?

Yes. The workbook is editable and its live formulas recalculate when assumptions change.