# Yumi Nutrition Financial Model

DTC gummy vitamin & supplement brand disrupting the UK dietary supplement market with tasty chewables sold online.

- Canonical: https://finamodel.com/startups/yumi-nutrition
- Excel download: https://finamodel.com/startup-models/yumi-nutrition.xlsx
- Category: Health-tech
- Model type: Unit-economics / DTC
- Funding round: Seed
- Funding: $152K
- Founded: 2020
- Geography: UK (current); US, Australia, New Zealand (planned expansion) [DECK, slide 16].
- Customer: B2C

## About the company

Yumi Nutrition is a UK DTC gummy-vitamin and supplement brand offering chewable alternatives to conventional pills. Its consumer proposition uses an accessible product format to attract buyers seeking routine wellness supplements without the friction of traditional tablets.

The business relies on online consumer acquisition and repeat supplement purchasing. Customer value depends on initial order conversion, subscription or repeat rate, average basket, product efficacy, retention, fulfilment reliability, and the cost of reaching consumers through digital channels.

The model forecasts customers, orders, subscription or repeat rate, average basket, product margin, fulfilment, CAC, and churn. It includes manufacturing, packaging, inventory, marketing, gross margin, working capital, operating cash flow, 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

Current SKUs (all 60-gummy bottles): Sleep, Hair Skin & Nails, Multivitamin, Probiotic.
Future pipeline: CBD gummies, Apple Cider Vinegar, Zinc, Vitamin D; plus powders, bars, drinks, merchandise.
Value prop: better-tasting, easy-to-consume supplements vs. tasteless/hard-to-swallow incumbents; strong brand positioning for online channels.

## Market

- Worldwide dietary supplement market: $278B.
- Worldwide market growth: 9.6% p.a..
- US market: £77.8B.
- UK addressable market (SAM): £1.4B.
- E-commerce supplement sales: $12.8B.
- Gummy format share of US market: 7.5% of $77B = ~$5.8B.
- 65% of UK adults have taken supplements in the past year; 45% of those daily.

## Revenue model

- Primary: DTC e-commerce (own website) - direct bottle sales at £13.99 RRP.
- Secondary: Amazon, influencer marketing.
- Expansion: B2B wholesale into health stores, chain stores, other online stores and dropshippers.
- Pricing: Single bottle RRP £13.99; 60 gummies per bottle.
- No subscription, bundles, or tiered pricing mentioned in deck.

## Traction & metrics

- Current monthly sales: £15k+.
- Business is already profitable at time of raise.
- 18-month target: £100k/month in sales.
- Founders have self-funded to this point.

Financial projections (5-year, from slide 15):

| Year | Turnover (£) | Costs (£) | Net Profit (£) |
| ----- | ------------ | ---------- | --------------- |
| Y1 | 22K | 10K | 12K |
| Y2 | 419K | 363K | 56K |
| Y3 | 1.80M | 1.37M | 430K |
| Y4 | 4.46M | 3.54M | 920K |
| Y5 | 6.89M | 5.56M | 1.33M |

Note: Projections include 30% profit distributed to shareholders annually (added as cost). Y1 profit reinvested back into business.

## Unit economics

All figures from slide 13:
- RRP per bottle: £13.99
- Cost per bottle (COGS): £1.77
- Co-Packing & Packaging: £0.30
- Shipping: £2.32
- Cost per new customer (CAC): £2.00
- Total variable cost per bottle (new customer): £1.77 + £0.30 + £2.32 + £2.00 = £6.39
- Acquisition profit per bottle (first order): £7.60
- Implied gross margin (ex-CAC): (£13.99 − £1.77 − £0.30 − £2.32) / £13.99 = ~68%

## Competition / moat

Competitive quadrant (price vs. product variety) - Yumi positioned: high variety / mid-price.

Competitors mapped:
- Low price / high variety: Boots, Vitafusion
- Low price / low variety: (unnamed green logo brand)
- High price / low variety: Hairburst, Sugarbearhair
- High price / high variety: Olly, Yumi

Moat claims: strong brand identity, online-first scalability, taste differentiation. No patents, exclusive formulas, or proprietary tech mentioned.

## Team & funding ask / use of funds

Team:
- Sebastien Vanderlinden - 7 years business dev & marketing; £600k+ revenue generated in previous role within ~1 year.
- Adam Barker - BSc Business & Finance, FinTech at Oxford; £250k business dev in one month; prior startup founder.
- Joshua Margetts - BSc Graphic Design, Young Enterprise competition winner; also a model (brand-fit relevance).

Funding ask: £100k SEIS-approved.

Use of funds:
- Marketing & Growth: 50% (£50k) - e-commerce scaling, Amazon, influencers, new markets.
- Inventory & Operations: 30% (£30k) - inventory build, warehouse upgrade, product line expansion.
- Admin & Staff: 20% (£20k) - marketing hire, admin costs.

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## Recommended financial model

- **Archetype + why:** DTC Consumer Goods P&L with channel split (DTC vs. B2B wholesale). Revenue is unit-driven (bottles sold), with clear COGS, fulfillment, and paid-marketing spend lines. Not a SaaS or marketplace - a physical product with inventory. A 3-statement model would be overkill at this stage; a detailed P&L + cash flow is appropriate.
- **Forecast horizon & granularity:** 5 years annual (matching deck projections), with Year 1–2 on monthly granularity to track cash against the £15k/month current run-rate and the £100k/month 18-month target.
- **Key drivers & assumptions:**
  - Monthly revenue run-rate at start: £15k
  - Revenue growth rate Y1→Y2: implied ~19x from £22k to £419k; heavy front-loading from £100k injection; model should derive organically from unit volume + price, not apply a flat % growth.
  - ASP per bottle: £13.99
  - COGS per bottle: £1.77
  - Co-packing & packaging per bottle: £0.30
  - Shipping per bottle: £2.32
  - CAC (new customer): £2.00
  - Gross margin (ex-CAC): ~68%
  - Marketing spend as % of revenue: ~30–40% in Y1–Y2 scaling phase, declining to ~20% at maturity; consistent with 50% of £100k raise going to marketing
  - Repeat purchase rate: 30–40% monthly repurchase; consumable product with strong reviews, but no data in deck
  - SKU count growth: 4 current → 6–8 by Y2 as pipeline products launch
  - B2B wholesale revenue: zero in Y1, ~10–15% of revenue from Y3 as US/B2B channel opens
  - Shareholder profit distribution: 30% of net profit added as cost from Y2 onward
  - Inventory build (working capital): ~4–6 weeks of forward cover; key cash drag post-raise
  - Headcount: founder-only in Y1; 1–2 hires in Y2 from admin/staff budget
  - FX (USD/GBP): 0.80 for US market revenue translation; US revenue from Y3
- **Scenarios (Base / Bull / Bear - which variables flex):**
  - Base: £100k/month by month 18 as stated; repeat rate 35%; CAC holds at £2
  - Bull: US channel opens in Y2; repeat rate 45%; CAC improves via organic/SEO
  - Bear: UK growth slower (£50k/month by month 18); CAC rises to £5 as paid channels saturate; B2B delayed to Y4
- **Required sheets / outputs:**
  1. Assumptions - all drivers in one place with toggle for scenarios
  2. Revenue Build - monthly units sold × ASP, split by DTC/B2B/Amazon; new vs. returning customers
  3. P&L - gross profit, contribution margin, EBITDA, net profit; 5-year annual + Y1–Y2 monthly
  4. Cost Build - COGS, fulfillment, marketing spend, staff, admin, shareholder distribution
  5. Cash Flow - operating cash flow; working capital (inventory); capex (warehouse); £100k injection timing
  6. Unit Economics - per-bottle waterfall (RRP → gross profit → contribution after CAC)
  7. Dashboard - KPIs: monthly revenue, gross margin %, CAC, monthly burn/surplus vs. target

## Frequently asked questions

### Is the Yumi Nutrition financial model free?

Yes. The Yumi Nutrition 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.