SOCIAL COMMERCE. ON A GLOBAL SCALE - Berlin. Munich. London. Manchester. New York. San Diego. Los Angeles.
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SOCIAL COMMERCE. ON A GLOBAL SCALE. Berlin. Munich. London. Manchester. New York. San Diego. Los Angeles. Berlin. March 2021.
SOCIAL COMMERCE. HOW WE DO IT.
• We create, promote and sell our own Direct-to-Consumer brands. Focused on
four verticals: Food, Home & Living, Beauty, Fitness.
• We own, publish and serve some of the biggest Social Communities worldwide.
86.1 million followers overall. Additionally, we engage regularly hundreds of
influencers to amplify our brand messages and to inspire our customers.
• We benefit from our own Digital Marketing Services. Over 250 digital experts
create and execute all disciplines of sophisticated Social Media Marketing. We
are proud to be one of the most awarded and talked about Social Marketing
companies.
• Our Online Shops are the most efficient points of sale for our Direct-to-
Consumer brands. More than 70 percent of our Direct-to-Consumer sales are
performed by our owned and operated online shops. We believe in the efficiency
of digital points of sale. And in the sustainable value of direct relationships with
customers.
• Our brands and our social commerce ecosystem are built on Social Chain‘s
integrated proprietary Tech Platform LINKS. Securing high performance from
Business Intelligence, Data Analytics and Process Efficiency.
• Social Commerce enables us to create and scale brands more efficiently. With
sustainably higher margin potential.
OUR SOCIAL COMMERCE VERTICALS AND MAJOR BRANDS
Focused on four categories. Satisfying core customer needs.
FOOD HOME & LIVING BEAUTY FITNESS
Clasen Bio Urbanara Glow #DoYourSports
Ravensberger viralProtect
KoRo World Fitness
Matratzen
3Bears Lumaland Coral SynBiotic
Vytal Möbelfreude Mabyen
Planty-of-Meat Puffin Beauty
3
SOCIAL COMMERCE VERTICAL: FOOD
Investment focus: Sustainable, healthy food and food services.
Consolidated under The Food Chain GmbH.
Clasen Bio (100%) REVENUE
The green brand with honest organic food. Pro-forma consolidated.
2020 (preliminary numbers).
clasen-bio.de 2021 (forecast).
2022 (estimate). €150m
KoRo (57%)
High-quality food and superfoods, sold direct-to-
customer in bulk packages.
korodrogerie.de
€110m
3Bears (15%)
Simple and delicious oat recipes, made from all-
natural ingredients and superfoods.
3bears.de €76m 3,910
VYTAL (12.4%)
Digital mutiple-use system for takeaway and
delivery food. Total avoidance of plastic waste.
vytal.org
PLANTY-OF-MEAT (10%)
Plant-based meat alternatives with sunflower as
an innovative source of protein. 2020 2021 2022
planty-of-meat.de
4
SOCIAL COMMERCE VERTICAL: HOME & LIVING
Investment focus: Affordable luxury products with low return rates.
Consolidated under Urbanara Home & Living GmbH.
REVENUE
URBANARA (100%)
Pro-forma consolidated.
Innovative Direct-to-Consumer brand for 2020 (preliminary numbers).
natural home & living accessories. 2021 (forecast).
urbanara.de 2022 (estimate).
RAVENSBERGER Matratzen (100%)
Individually-tailored mattresses and bedroom
€95m
accessories.
ravensberger-matratzen.de
Lumaland (100%)
Global e-commerce network for home & living €67m
accessories and German market leader for bean bags. 3,910
lumaland-sitzsack.de €52m
Möbelfreude (100%)
Contemporary furniture and boxspring beds for
modern interiors.
moebelfreude.de
2020 2021 2022
5
SOCIAL COMMERCE VERTICAL: BEAUTY & HEALTHCARE
Investment focus: Beauty products with high social media awareness.
Consolidated under The Beauty Chain GmbH.
GLOW (100%)
Europe´s largest beauty festival. Highly engaged
REVENUE
Pro-forma consolidated.
community. GLOW-branded products. 2020 (preliminary numbers).
glowcon.de 2021 (forecast).
2022 (estimate).
viralProtect (100%)
Quality selection of healthcare and hygiene
products.
viralprotect.de
CORAL (51%1)
Revolutionizing oral care. All natural ingredients
to provide sustainable cleaning power.
coraltoothpaste.com
€52m
3,910
MABYEN (51%)
€40m
Care products for moms and babies.
mabyen.com €30m
Puffin Beauty (49%)
Innovative hair accessories for instant styling. 2020 2021 2022
puffin-beauty.com
6
1 Via an investment company controlled by Social Chain AG
SOCIAL COMMERCE VERTICAL: FITNESS
Investment focus: Lifestyle products to strengthen body and mind.
Consolidated under The Fitness Chain GmbH.
REVENUE
#DoYourSports (100%)
Pro-forma consolidated.
Home fitness & yoga accessories. 2020 (preliminary numbers).
Doyoursports.de 2021 (forecast).
2022 (estimate).
World Fitness Experience (100%)
Leading fitness convention and branded
products.
worldfitness.de €27m
3,910
SYNBIOTIC (20%)
Fast growing player in the Cannabinoids
industry.
synbiotic.com €15m
€7m
2020 2021 2022
7
OUR SOCIAL COMMUNITIES AND INFLUENCER NETWORKS.
Amplifying brand messages and inspiring customers.
SPORF STUDENT GAMEBYTE MUSIC LIFE CELEBRATE AT WORLD FITNESS GLOW
We aim to PROBLEMS The leading Leading social- THE GATE Motivating The social home
empower sports Connecting home of first music The New Year‘s and inspiring of Europe’s
fans globally. students through gaming publisher with Eve show from to reach biggest beauty
The voice of fans. their shared entertainment. highly engaged Brandenburg Gate your fitness festival.
passions. community. Berlin. potential.
15.1m followers 11.7m followers 6.7m followers 6.0m followers 3.6m fans 2.7m followers 300k followers
Large global influencer network providing access to
a massive number of consumers.
→ >100 influencers and >10,000 micro influencers.
→ Global reach focused around the US, UK, and Europe.
→ Exclusive channel marketing agreements.
→ ~20% net share from influencers as revenue. Jay & Arya Stefanie Giesinger Julia Beautx Ischtar Isik Die Lochis
(5m+ follower) (5m+ follower) (4m+ follower) (1m+ follower) (
ADVANCED DIGITAL MARKETING SERVICES.
Social Chain global agencies. Creative engines of Social Commerce.
Consolidated under The Social Commerce Alliance GmbH.
REVENUE
Social Chain UK (100%) Pro-forma consolidated.
Manchester, London. 200 employees. 2020 (preliminary numbers).
UK‘s leading Social Media Agency. 2021 (forecast).
socialchain.agency 2022 (estimate).
Social Chain US (100%)
New York, Los Angeles. 50 employees. Working
Top clients like Uber, Coca-Cola, Apple. €120m
socialchain.agency
Social Chain Germany (100%) €88m
Berlin. 30 employees. Focused on Social
Commerce and influencer marketing.
socialchain.agency 3,910
€65m
A4D (100%1)
San Diego, Los Angeles. 50 employees.
Specialized in digital performance marketing.
a4d.com
2020 2021 2022
1 Voting rights 8
LINKS. OUR STRATEGIC APPROACH FOR A DATA-DRIVEN,
INTEGRATED SOCIAL COMMERCE AND BRAND-BUILDING
PLATFORM.
Securing high performance from Business Intelligence, Data Analytics and Process
Efficiency.
INTELLIGENCE:
• LINKS measures every touchpoint possible with customers and prospects.
• LINKS connects online and offline reach with commerce, converting social reach into sales.
• Fuelled with internal and external data as well as machine learning algorithms, LINKS combines a
data-driven closed loop marketing approach with holistic performance management.
MARKETING:
• LINKS optimizes marketing spend efficiency data-driven with AI-powered attribution modelling. 3,910
• Using multiple touch points, LINKS enables to increase CLTV via CRM activities by extensive usage of data.
COMMERCE:
• LINKS fosters the conversion of owned reach to product sales.
• LINKS connects to all online & offline sales channels, including owned shops, third-party marketplaces and
is focussed on integration into Social Commerce channels, improving sales performance across platforms.
10LINKS. BUILDING OUR PROPRIETARY TECH PLATFORM.
State-of-the-art tech platform, fully cloud-based which connects Social Chain owned
and third-party components with a proprietary intelligence core.
Offline Events Data Social Media Data
→ Real audience demographics → Targeting
→ Product reviews → Engagement
→ Comments
→ Sharing
LINKS enables Social
Chain & its clients to
Owned Webshops LINKS Owned Media Data
→ Purchase behavior data
execute Social → Insights to brand partners
→ Campaign ROI Commerce data-driven → Target group demographics
→ Conversion rates → Tracking and testing trends
→ Return rates end-to-end.
Influencer Network External Commerce Data
→ Tracking and monitoring social → Marketplace data
media campaigns → External product data
→ Conversion rates
11KEY FINANCIALS.
Significant organic growth. Accelerated by our value creating buy & build strategy.
Increasing profitability.
REVENUE EBITDA (adjusted)*
pro-forma consolidated. pro-forma consolidated.
2019 (actual numbers). 2019 (actual numbers).
2020 (preliminary). 2020 (preliminary).
2021 (forecast). 2021 (forecast).
Acquisitions
Acquisitions €3m
€90m
€80m in negotiation
+ 74%
in negotiation
€15m
€320m
+ 40%
€230m
+ 31% €8m
€175m
(€5m)
2019 FY 2020 FY 2021
(preliminary) (forecast) 2019 2020 2021
Preliminary Financial Statements in accordance with German GAAP, pro-forma adjusted. Final financial statement for 2020 might be different.
*Adjusted items are not considered to represent the underlying operational performance, and, based on their significance in size and nature, are exluded from EBITDA. Examples of adjusted items include costs 12
associated with acquisitions (completed or aborted), refinancing costs, share-based payment costs, non-recurring costs associated with the setup of distribution and logistics facilities, IT platform integration
costs and market strategy preparation costs. This is consistent with the way that financial performance is measured by the Management.DISCLAIMER The content of this presentation is for information purposes only and does not constitute investment advice or other recommendations pursuant to the German Securities Trading Act by The Social Chain AG or any of its affiliated companies. The information provided cannot replace investment advice. The information contained herein is not to be construed as an assurance of possible price developments and should not be construed as a request to enter into a transaction. The information contained herein does not constitute an offer to sell or the solicitation of an offer to sell securities or rights, or a solicitation to trade in securities or rights. Accordingly, The Social Chain AG, its management, employees, advisors and affiliated companies make no representations or commitments as to the accuracy, completeness or correctness of the information or opinions contained herein. We assume no liability for direct or indirect damages caused by and/or in connection with the distribution and/or use of this document. The statements correspond to the status at the time of the preparation of this document. They may become obsolete due to future developments without the document being changed. Like-for-like analysis and scope of consolidation: The Social Chain Group AG (TSCG AG) was founded in 2018 and various companies were brought in in 2018 and 2019. The Social Chain AG (former Lumaland AG) acquired a large number of different investments after its foundation and sold products via amazon. In October 2019, the contribution of TSCG AG and its investments to TSC AG was entered in the commercial register. The 2019 annual financial statements according to HGB (Group) therefore include TSC AG for 12 months and TSCG AG for 3 months. As a result, the annual financial statements 2019 are not indicative of the run rate or the actual performance. In 2020, several acquisitions were closed at the end of the FY 2020. Therefore, these acquisitions will be fully consolidated, but with no P/L impact. As a result, the annual financial statements 2020 are not indicative of the run rate or the actual performance. Therefore, the consideration chosen in this document is a like-for-like comparison. In order to ensure full comparability and to provide an appropriate picture, the figures for 2019 and 2020 are included to the same extent and structure (identical companies in 2021, 2020 and 2019) as presented in the forecasted numbers for 2021.
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