# Uprising Food Financial Model Uprising Food (brand name "Breadlam's Uprising") makes keto/low-carb reformulations of staple high-carb foods (bread, chips) sold DTC with a subscription angle. - Canonical: https://finamodel.com/startups/uprising-food - Excel download: https://finamodel.com/startup-models/uprising-food.xlsx - Category: Hardware/Deep-tech - Model type: SaaS ARR / Valuation - Funding round: Series A - Funding: $1.2M - Founded: 2021 - Geography: United States (continental US; Alaska/Hawaii excluded from target audiences) [DECK, slides 11–12]. - Customer: B2C ## About the company Uprising Food makes low-carb staple foods under its Superfood Cube brand. Its hero bread is keto, paleo, gluten-free, dairy-free, and shelf-stable for up to four weeks without refrigeration; Superfood Chips extend the range with two net carbs per serving and two flavours. The company sells through its e-commerce site, with a Meijer retail pilot and planned subscription bundles intended to increase customer lifetime value. Its positioning combines taste, health, and consumer appeal, while the proprietary formula is protected as a trade secret. Revenue grew 10x year over year, with a reported $59.92 average order value. Model monthly customer acquisition, order frequency, subscription conversion, AOV, bread and chips mix, and retail reorders. Include ingredient and fulfilment costs, inventory, marketing, payroll, product development, and infrastructure. CAC, repeat behaviour, subscription attach, gross margin, shipping cost, retail expansion, and cash runway should drive scenarios. ## 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 - Hero SKU: "Superfood Cube" bread - 2 net carbs/slice, keto/paleo/gluten-free/dairy-free/zero added sugar; almond flour base; shelf-stable up to 4 weeks without refrigeration via proprietary formula. - Serving size 1 slice (72g); macros ~50% fat / 30% protein / 20% carb; 160 cal, 11g total fat, 9g dietary fiber, 6g protein. - Expansion SKU: Superfood Chips (2 net carbs/serving), MCT oil boosted, keto/paleo, two flavours (Sea Salt, Savory Rye) - launching Jan 2021. - Positioning: intersection of Taste-First + Health-First + Mass-First; described as "Halo Top meets Olay of healthy bread". - Trade secret "Superfood Cube" formula is the IP moat. ## Market - U.S. Bread Industry: $27B - U.S. Chips Industry: $40B - Weight loss products industry: $33B - Healthy eating, weight loss & nutrition industry (broadest TAM): $648B - Serviceable Obtainable Market (SOM) - "Tribal Elders" (keto/paleo/gluten-free, 30–65+, top-50% HHI, engaged shoppers): 610,000 people; Size of Prize = $134M (assumes $220 CLV) - Total Addressable Market (TAM) - "Healthy Besties" (health & wellness interest, 18–65+, US): 40,000,000 people; Size of Prize = $8.4B (assumes $209 CLV) - No independent market growth rate cited in deck. ## Revenue model - Primary channel: DTC eCommerce via uprisingfood.com. - Secondary channel: Retail pilot via Meijer (described as "Pilot & Prep for Scale"). - Subscription model planned ("happy belly bundle subscriptions to maximize CLV and lock in recurring revenue"). - AOV: $59.92 (current) vs $55.85 prior year. - No per-unit / per-loaf retail price explicitly stated in deck. - Revenue grew 10x YOY. ## Traction & metrics - Revenue grew 10x YOY. - Q4 2019 total sales: $28,280.90. - Transactions: 12,821 vs 1,568 prior year = +717.67% YOY. - Average Order Value: $59.92 vs $55.85 prior year = +7.29% YOY. - Bar chart shows sales growth across Q4 2019 → Q1–Q4 2020; Q4 2020 is the largest bar, approximately 3–4x Q2/Q3 2020 visually, but no explicit $ labels for 2020 quarters other than Q4 2019 callout. - Implied full-year 2020 revenue (10x from ~$28K Q4 2019 baseline): ~$280K+. ## Unit economics - CLV assumed by company: $220 for Tribal Elder SOM segment; $209 for Healthy Besties TAM segment. - No explicit CAC stated in deck. - No gross margin % explicitly stated. - Subscription model cited as mechanism to maximize CLV. - eComm specialist growth agency cited to "minimize CAC". ## Competition / moat - Competitive positioning: three-way Venn of Taste-First, Health-First, Mass-First - Uprising sits at intersection; Dave's Bread (Taste+Mass), Tostitos / General Mills (Taste+Mass / Mass only), no named brand at Health+Taste+Mass intersection. - Named comps (M&A exit context, slide 14): Dave's Killer Bread ($275M, Flower Foods); KIND ($600M, Kellogg's); Halo Top (TBD $1B+, Wells Enterprises); Justin's ($286M, Hormel); Annie's ($820M, General Mills). - IP moat: proprietary "Superfood Cube" formula protected by trade secrets; shelf-stable 4 weeks without refrigeration. ## Team & funding ask / use of funds - William Schumacher - Founder & CEO; 4 yrs P&G/Olay brand building; 4 yrs commercial & investment banking; led P&G-backed DTC beauty startup to PMF; long-time keto/paleo practitioner. - Kate Schumacher - Co-Founder & Head of Social; Farmer School of Business marketing degree; Target Corp retail management; brand innovation consulting; health/fitness. - Mark & Sara Frommeyer - Co-Founders & Head of Product; 11+ years running Blue Oven commercial bakery (award-winning); supply 20+ Cincinnati restaurants; 25+ bread formulations; 12 farmers markets. - Raise: $1.25M seed round. - Purpose: fuel growth through 2023. - Use of funds (next 2 years): - People: $500,000 (33.3%) - Sales & Marketing: $400,000 (26.7%) - Inventory: $250,000 (16.7%) - Product Development: $200,000 (13.3%) - Infrastructure: $150,000 (10.0%) ## Recommended financial model - Archetype + why: **DTC CPG revenue model with subscription layer** - company is eCommerce-first with planned subscription bundles, a defined CLV, and a clear cohort-based customer funnel. A 3-statement model would be overkill at seed; a DTC P&L with cohort/subscription waterfall is the right fit. Add a retail channel module if Meijer pilot expands. - Forecast horizon & granularity: Monthly, 3 years (2021–2023, matching stated use-of-funds period); quarterly summary output. - Key drivers & assumptions: - Monthly new customers acquired - CAC: - AOV: $59.92; grow modestly with subscription mix shift - Order frequency / repeat rate: - CLV: $220 (Tribal Elder segment) / $209 (Healthy Besties segment) - Subscription conversion rate: - Gross margin: - Shipping cost per order: - S&M spend: $400K over 2 years = ~$16.7K/month; flex as primary CAC driver - Headcount ramp: $500K people budget over 2 years - Channel mix: DTC dominant; retail pilot modeled as a small flat revenue line until signals emerge - Product mix: Bread SKU (current); Chips SKU launched Jan 2021 - separate revenue lines - Revenue growth: 10x YOY baseline from deck; growth rate decelerates - Scenarios (Base / Bull / Bear - which variables flex): - Bull: CAC stays low (<$40), subscription attach rate 30%+, retail channel lands meaningful reorder - Base: CAC ~$50, subscription attach 20%, gross margin 45% - Bear: CAC escalates ($70+), low subscription conversion, gross margin pressure from almond flour/shipping costs - Required sheets / outputs: 1. Assumptions - all drivers with / tags 2. Customer Cohort - monthly new customers, retention curve, active subscriber count 3. Revenue - DTC bread, DTC chips, subscription recurring, retail pilot 4. P&L (monthly) - revenue, COGS, gross profit, S&M, payroll, infrastructure, product dev, EBITDA 5. Cash & Runway - opening cash (seed proceeds), monthly burn, runway to 2023 6. KPI Summary - CAC, LTV, LTV:CAC, payback period, AOV trend ## Frequently asked questions ### Is the Uprising Food financial model free? Yes. The Uprising Food 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.