Amino

Idea

Introduction

As the building blocks of protein, amino acids are predominantly used and associated with elite sports and bodybuilding.

But research shows vast potential for these organic compounds to help optimise mainstream consumer health.

We currently offer pre- and intra-workout amino acid drink products to our customers and have plans to expand our product range in the future. We believe that the current market offers a limited selection of amino acid products, particularly those in ready-to-mix powdered blends. Amino is committed to introducing a wider range of amino acid products to the broader consumer base, with the goal of further establishing our presence in the market category of amino acid products.

Backed by science and focused on taste and customer experience to make our products as accessible as possible, Amino aims to become the leading amino acid brand globally.

* based on unaudited management accounts.

Substantial accomplishments to date

- We entered the market amidst the emergence of Covid-19, capitalising on the growing global emphasis on health. As a two-person team, we have achieved significant traction.

- We've launched two products (D2C), in order to establish a UK brand foothold, and generated £207,000 in 2022 through the Amino online store and Amazon.*

- We've sold more than 28,000 units and have received more than 1,000 5-star reviews with customers raving about Amino's excellent taste.

- Received advice from operators active in the F&B sector incl. Graze, Innocent and M&S.

- Won 'Highly Commended Runner Up' by the European Specialist Sport Nutrition Alliance (ESSNA).

- Our roadmap targets the UK and Global Functional Beverage markets, with a combined size of £68bn (2022, 8% CAGR), with plans to enter into new categories with our upcoming innovative product lines.

* based on unaudited management accounts.

Monetisation strategy

We aim to build a vertically integrated business model:

D2C/DIGITAL FIRST: We adopted a D2C business model to establish brand recognition, test and enhance our products, and ultimately, secure higher margins in the future.

PAID/ORGANIC RATIO: Our planned business model aims to achieve low customer acquisition costs by optimising the ratio of paid to organic acquisition. Paid channels are leveraged to build a profitable sales funnel first. Once optimised we'll switch focus to organic channels like SEO to drive scale at reduced costs.

MEMBERSHIPS: We aspire to introduce a premium membership access program to our valued customers, offering exclusive benefits such as expedited shipping and more. This program is designed to deliver value and convenience. This will entrench customers in the Amino ecosystem while allowing subsidisation of products & impressive margins.

COMMUNITY & MEDIA: Amino+ & the Amino Academy will launch in 2024. These media and community channels will assist in customer engagement, education and narrative building. Both channels will reduce CAC and increase LTV organically over time.

Use of proceeds

With the right investment, Amino aims to make an even bigger impact. The proceeds raised with this round will be used to scale Amino and launch our revolutionary new product lines:

Growth / Marketing 35%

Working capital / Inventory 35%

R&D 15%

Warehouse & machinery 10%

Equity raise fees 5%