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93 people pledged
17 days left
NZ$750,000 minimum target
Pledges will only be confirmed if the target is reached by: 05/12/2018 at 6:00 PMMake a Pledge
Feelgood isn’t just a name, it is the outcome of everything we do
From the delicious products we make, to the ingredients we use, how they are packaged, to the way we interact with our customers, partners and the greater public, how we look after our staff, and the minimal footprint we leave on this planet. We reckon if we stick to this, then we’ll all feel good.
The Dr Feelgood brand and product range has been built on this ethos with a product range based on real ingredients, a preference for organic, a lack of refined sugar, and absolutely no E numbers, preservatives, soy, artificial colours or stabilisers. We are proudly gluten free, nut free, egg free, and we are delighted to offer our vegan friends some yummy options too.
As we look to grow and take Dr Feelgood to more people and more markets, we want to approach capital raising with a group of investors who have the same interests as us at heart, and who love the planet and ice cream as much as we do.
We’re not out to conquer the world, just to make our small part of it a better place, and we would love you to join and help us get there.
Food categories across the globe are seeing strong growth in organic, natural and the “better for you” segments. Consumers are actively looking for “free from” products and brands that enable them to better fuel their bodies. Indulgence categories are not excluded from these consumer demands and dynamics. The Dr Feelgood brand and product has been developed from the ground up on this ethos, and is one of the only brands of substance operating in this area of the New Zealand ice cream market. We believe the opportunities of supported growth for Dr Feelgood, both in New Zealand and offshore, are huge.
Read more about our plans in our Information Memorandum.
We’re raising a minimum of $750,000 and a maximum of $1,000,000 by issuing shares in Dr Feelgood Limited. The company is valued at $4,000,000, which means that a collective ownership stake of 20% is being offered to our crowd.
The minimum investment is $500 for 500 shares priced at $1 per share.
About our Team
What we've done so far
Read more about our story so far and our growth plans in our Information Memorandum.
Our Growth Plans are focused around 3 key areas
Capacity – our biggest current inhibitor to growth is our current production capacity. Our little pop machine, still housed in the little factory in our back garden, has hit the limit on supply. A new pop machine, would allow us to make in an hour what we currently make in a day. Along with a new pop machine we are working with the good people at OOB to house this new machine and contract manufacture for us, maintaining our current standards of care and quality, but bringing significant improvements in efficiencies.
Capability – sales, export and new product development (NPD) capability are key areas for investment. We want to widen and deepen our domestic distribution footprint through a mix of channel penetration, strategic placement, and merchandising support. Exploration of offshore markets through traditional export, licensing or co-manufacturing will be a key focus, along with strategic NPD that naturally lends the Dr Feelgood brand to.
Brand – our unique branding and packaging has gone a long way to attract and engage with those who have discovered it in the last 4 years. Moving forward, we will harness a strategy that builds both awareness of the brand and offering, while targeting key consumption opportunities within arm’s reach of a pop.
Risks and Challenges
Our people are always going to be our strength and a risk. Acknowledging this risk has ensured that knowledge is documented and shared, the team expanded and roles diversified to reduce reliance on individuals and personalities.
Raw material costs and availability are always a threat. We have strong supply relationships but as back-up we have identified alternate sources for all our ingredients. We also have some products waiting in the wings to introduce in the event of something unforeseen. Naturally the diversity of our flavour and ingredient range does allow us to spread our risk further.
While imitation is said to be the greatest form of flattery, new players or the big players imitating us is a risk in any business, especially where there is growth. Our product is hard to make, our packaging expensive to replicate, and we do have a range that provides diversity both in terms of dairy and vegan options that we can pivot around as required. But we will remain focused on truly leading the ice cream category looking straight ahead, doing the best job we can making the best pops in the world, while staying true to who we are and what we believe in.
Note from PledgeMe
We have completed a Veda check on the company and their directors, as well as a google check. There were no adverse findings.
UpdatesHey! Thanks for checking out this project. We haven't made any updates yet, follow us if you want to be notified when we do.
|Maximum Shares Offered||1,000,000|
Explanation of valuation:
We engaged EverEdge Global, a New Zealand-based internationally recognised firm to value the business. EverEdge Global undertook a 6-week process, reviewing our business, brand and the market.
EverEdge performed an independent valuation of Dr Feelgood, with particular reference to the company’s Intangible Assets. The valuation scenario with the highest Intangible Asset contribution showed a current value range up to $4m was possible for an exit to an appropriate third-party purchaser.
|Prev Year||Current Year||Est. FY 2020||Est. FY 2021|
Company Name: Dr Feelgood Limited
Company Number: 4834579
(application/pdf, 6.44 MB, uploaded 04 November 2018)
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(application/pdf, 2.32 MB, uploaded 04 November 2018)
|Craig Jackson||Founder, Managing Director||https://nz.linkedin.com/in/craig-jackson-b5142633||✔|
|Melanie Bridge||Founder, NPD, Brand Director||https://nz.linkedin.com/in/melanie-bridge-97058215||✔|
Ask a Question (You must login to ask a question)
Hi there, the constitution states..."Subject to the Act and this constitution, the board may issue shares at any time, to any person, and in any number it thinks fit."..and reading further, the definition of a board seems to be the two directors (as there is no other "Board" as such). This seems exceptionally open-ended and could dilute the value of our investment easily? Is this common?Posted on 05-11-2018 by Philip Roy
Hi Phillip, we will be putting a board in place in the near future and have no intentions to issue more share in the foreseeable future. As a director I would be putting my own share up for sale in order to raise capital in the future. We used the Pledge Me template to put that constitution together and took their lead. Craig
Answered on 05-11-2018 by Craig Jackson
Hi, I purchased two packs of your pops to try them before pledging. But I must say I'm confused how to dispose of the foil lined paper bag they came in. Is this recyclable?Posted on 10-11-2018 by Peter Rowney
Hi Peter, we are in the process of sourcing a corrugated card box. Our initial research suggested that most councils would accept the bags we use at the moment if there were clean, it turns out that this is not the case for all councils. The aluminium foil is thin enough that it breaks down very quickly, this isn't ideal, so we are working as hard as we can to remedy this situation. Jacks
Answered on 12-11-2018 by Craig Jackson
Is it possible to see a copy of the valuation that EverEdge undertook on your behalf?Posted on 13-11-2018 by Justin Andrist
Hi, what happens if you don’t reach your minimum target of $750k?Posted on 13-11-2018 by Sacha Battrick
Charge ahead, we truly believe we have a great product and a solid brand, we believe in the crowd funding model and would love to see it work, but if that isn't to be then we have other options, we don't have all the answers but we try as hard as we can to keep heading in the right direction.
Answered on 13-11-2018 by Craig Jackson
I recently was visiting Auckland and sadly only got to try one of Dr Feelgood pops - now I too am a Feelgood believer! When do you arrive to Sydney shores? Can I please be part of the Feelgood family? Seriously!Posted on 14-11-2018 by Sandra Kozleuchar
Hi Sandra, glad you like what we do, unfortunately you have to be a New Zealand citizen to participate in the Pledge Me platform, as far as us landing on Australian shores, we are working on expanding to your fine country, so watch this space. Stay Frosty Jacks
Answered on 15-11-2018 by Craig Jackson
Followers of Dr Feelgood
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"Best choc bar on a stick i have ever had!"
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"Hope you make the minimum!"
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"Love your products"
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"Keep up the great work and good luck!"
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"Looking forward to feeling goooood :) "