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Investing is risky. You might not know what you'll earn, it could be hard to sell, you might own less, unexpected things can happen, and you could lose all your money.
Fresh At Heart by The Fish Club
Fresh At Heart is an online-to-offline fresh food retail sales platform. We buy directly from the fresh food producers - primarily seafood from farms and fishermen - and deliver right to your doorstep!
Fresh At Heart is an online-to-offline fresh food retail sales platform. We buy directly from the fresh food producers - primarily seafood from farms and fishermen - and deliver right to your doorstep!
MIN INVESTMENT
RM 10,040
MIN TARGET
RM 803,200
MAX TARGET
RM 1,149,580
SHARE TYPE
Ordinary Shares
SHARE PRICE
RM 502
VALUATION
RM 5,516,980
Our mission at Fresh At Heart is to encourage and enable fresh food producers to produce the cleanest, safest and highest quality food, and to give consumers peace of mind when it comes to their fresh food supply.
Fresh At Heart enables discerning consumers in the cities to purchase fresh food produce that meet their demand for quality, safety and transparency. At the same time, we provide access to market for producers of quality conscious food and help them to distinguish their produce from other suppliers.
Consumers are increasingly becoming aware of the importance of healthy, safe and natural sources of fresh food as a key pillar of good health. A gap now exists in the fresh food market to supply this demand. This trend in food consciousness is gaining mainstream attention and will take off as awareness will only increase.
There are market inefficiencies that take place between the supply and demand in the fresh food space. Consumers find it hard to find credible fresh food retailers whom they can trust. At the same time, fresh food producers also face other obstacles such as building and improving their own brand, receiving a sustainable income for their produces receiving feedback and having reliable analytics of the demand.
Fresh At Heart by The Fish Club buys directly from the source, manages the in-house processing, vacuum-packs and delivers the fresh food directly to our consumers’ doorstep. Alternatively, the customers can also pick up the goods from our collection points.
Short Term:
Long Term:
Sales Forecast
The funds allocation breakdown details are as follows:
Co-Founder & Chief Executive Officer
Co-Founder & Chief Operating Officer
Investor & Advisor
Investor & Advisor
Investor & Advisor
Advisor
Sea To Table Sdn Bhd, a private limited company incorporated in Malaysia
Fresh At Heart is an online-to-offline fresh food retail sales platform. We buy directly from the fresh food producers - primarily seafood from farms and fishermen - and deliver right to your doorstep!
Ordinary Shares
84 days
The Issuer intends to raise up to RM 1,149,580 in this fundraising exercise.
RM 803,200
RM 1,149,580
RM 502 per share
1,600 shares
2,290 shares
RM 10,040
Retail, Angel, Sophisticated, and/or Institutional Investors, subject to the applicable investment limits prescribed under the Securities Commission’s Guidelines on Recognised Markets.
Call Options
Upon completion and successful fundraising, and within the Closing Period - Sea To Table Sdn Bhd shall be be issuing shares to Midana Management Sdn Bhd via Private Placement, resulting in a dilution of shareholdings for ECF Investors. By investing in this campaign - the ECF Investors therefore declares that they have understood and agreed to all terms and conditions outlined in the Investment Agreement and Shareholder's & Subscription Agreement.
The Issuer shall have the right to call the shares (Call Options) to purchase from the ECF Investors and Midana Management Sdn Bhd, up to 50% of the new shares issued in this exercise, based on the valuation on the latest financing round or the following formula, whichever is higher.
The Call Options shall be applicable to all subsequent holders of the shares, should the shares are sold to any other third party during the exercise period.
The exercise period commences from the beginning of year 3 and expired on the end year 7. The exercise price shall be:
Y = X + 10% * Z
where;
X = exercise price in the current round
Z = number of year in full since the date the ECF campaign is concluded.
Please refer to Fresh At Heart's CAP Table under 'Documents' section for further information.
The proceeds are intended to be used for marketing, technology, physical store setups and working capital. The funds will be transferred to the Issuer by the end of the Closing Date.
14 working days after the end of the Fundraising Period.
An Investment Agreement to subscribe ordinary shares and subject to review if required or necessary, the procedure may be amended by the Issuer and the ECF Platform.
The information, calculations and remarks expressed on this term sheet or on any other part of the platform are based on information provided, disclosed and presented by Sea To Table Sdn Bhd to Ata Plus Sdn Bhd, either in part or in whole. Ata Plus disclaims responsibility for the accuracy, completeness and/or validity of these information, and hence will not be held liable for any inaccurate, inappropriate or incomplete information presented on this term sheet or on any other part of the platform subject to the following :
The financial information listed on the deal page is provided by the Issuer; which includes the financial forecasts and projections, the capitalization table, the term sheet, and management accounts.
The financial forecasts and projections have been prepared by the issuer based on assumptions that have not been reviewed and certified by an independent certified accountant for its reasonableness.
THE ISSUER agrees that; all information concerning the product, business and the assets of THE ISSUER that have been furnished to Ata Plus Sdn Bhd for the purpose of the equity crowdfunding campaign is true, complete, and accurate in all material respect and is not misleading or deceptive whether by inclusion or omission.
Should the Investor require more information, they can do so by contacting Sea-To-Table Sdn Bhd directly at fisherman@fishclub.com.my.
(i) No shares will be alotted or issued based on this document after six months from the closing of the offer period
(ii) This issue, offer or invitation for the offering is a proposal not requiring authorisation of the Securities Commission under section 212(8) of the CMSA 2007
(iii) This document has not been reviewed by the Securities Commission Malaysia. The Securities Commission does not recommend nor assumes responsibility for any information including any statement, opinion or report disclosed in relation to this fund raising exercise and makes no representation as to its accuracy or completeness. The Securities Commission expressly disclaims any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the information disclosed.
Fresh At Heart Pitch Deck
Fresh At Heart Pitch Deck
Sea to Table Sdn Bhd Audited Report FYE 31Mar2018
Sea to Table Sdn Bhd Audited Report FYE 31Mar2018
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View our detailed presentation slides
Dear Investors,
Happy CNY. Please find attached the financials for the calendar year 2019.
https://docs.google.com/spreadsheets/d/1cO_tQ5br1h-lEKqebkrPO_NkWMza-kOszMvGsm3--Gc/edit?usp=sharing
In summary, here are the key observations:
1. Revenue and Gross Profits growing strong mainly due to the investment in new store opening - with revenue crossing RM 1 mil per quarter
2. Stores are mainly new so it is yet to show positive contributions - in fact it has added to the costs initial mainly due to:
3. Current operating cash burn averages on RM 60K per month, which we expect it to come down in the next few months as we no longer need such a big team for the set up
4. Offline sales start to grow faster than the online sales. The offline sales are more profitable as it allows us to avoid having to spend too much on digital marketing to sustain the online sales
5. Gross margin improving as we start to optimize pricing over pure top line growth
We have gone through a year of investing in growth - the next year is about sustainability and profitability. With that goals in mind, the followings will be the key priorities and outcomes we will work towards:
1. Further improvement in offline sales - which are profitable, and potential flat or even decrease in offline sales which contributes to lower margin
2. Reduction in HQ costs as we rely on process and tools built in year 2019
3. Reduction in marketing costs as we rely on the offline stores to drive branding and recurring online sales
4. Business to turn EBITDA-positive by year end
5. Potential expansion of further offline stores as we collect more data from store 2 & 3 to give us the information to take further calculated risks
Thank you so much for your support - we look forward to a great Year 2020 with you!
Regards,
Fresh at Heart team
RM 1,149,580
of RM 803,200
Min Target
RM 803,200
Max Target
RM 1,149,580
Investing in equity crowdfunding involves certain risks that include uncertainty of returns, lack of liquidity, dilution, material events and lack of control. Investments should be done as part of a diversified portfolio. ATA PLUS offers investment opportunities to investors who understands these risks in making their own investment decisions.
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RM 1,149,580
of RM 803,200
Min Target
RM 803,200
Max Target
RM 1,149,580
Min Investment
RM 10,040