|1||Every line of code was conceived and built by our CTO.|
|2||77% of Americans prefer to eat at home. With COVID-19, this is more crucial & relevant than ever.|
|3||Our proprietary scanner allows users to grab recipes from almost anywhere and customize them.|
|4||52% of people ordered groceries online in the past 12 months, up from 36.8% in 2019, 23.1% in 2018.|
|5||Manna is driven by young ambitious founders, with the leadership of a CEO with 40 years experience|
|6||The Manna brand is backed and co-developed by equity partners Wonder Brands and Graj+Gustavsen|
|7||Manna's advisory board consists of chefs, marketing experts, food executives and seasoned investors.|
|8||Manna has a diversity of revenue streams. Unlike many tech companies, profitability comes first.|
Having spent my life in the food industry ,my interest in Manna has come from a in depth appreciation of the incredible technology that has brought such an elegant and simple solution to linking home cooks and their kitchens around the world.
Normally in the world of published recipes none of the power goes to the person cooking . With Manna the cook is given the ability to edit , experiment , customise and share --- And that is what cooking is all about .
In my mind Manna is the ultimate inspiration point , utility and cooking community builder available today.
Manna uniquely empowers people to customize their recipes and cooking experiences. Our proprietary technology allows users to discover, collect, create, edit, organize and share recipes. Manna is a home to build community around food.
Sure. Is it littered with ads while you endlessly scroll to the recipe? Also yes. Say you finally find the chicken parm recipe you want. Now what? You have to print it, take a screenshot or save it to a random notes app. Scattered and tedious.
Then you're then forced to toggle between ingredients and directions while you’re cooking, making the entire kitchen experience unnecessarily disjointed. Plus – all the recipes on the internet are formatted differently, so there’s no consistency. And after all that, you end up deviating from the recipe anyway, but have no way to customize it if you want to cook that recipe again. None of the power actually goes to the user.
You’re probably thinking that there must be a better way to do this! There should be one place where you can find, use, customize and save recipes. Food and cooking are universal to all humans. Now there is – enter Manna.
The global market for food apps is massive and since the onset of COVID-19, growing exponentially. People are stuck in their homes, dependent on a mixture of home-cooking and delivery. In 2016, Businesswire projected a $250 billion global food app market by 2022. Recent forecasts from Morgan Stanley now suggest as high as a $470 billion dollar market by 2025 for the delivery portion of the food app sector alone. Similarly, Coresight Research polls show over 52% of respondents ordered groceries online in the past 12 months, with a huge spike in demand since COVID 19, and projected 40% year on year growth for online grocery delivery in 2020.
Yet despite this massive spike in demand for eating at home, the app options for the home-cook are lacking due to a rift in the market. A gap that Manna fills.
Here’s the problem: On one side of the market you have content publishers. Known and trusted brands that reliably make delicious recipes. There’s inspiration points, but no functionality to actually help you in the kitchen, form communities, customize, or share what you made. Their apps are designed with the incentive of users cooking their recipes in exchange for consuming ads. That’s the end of the relationship.
On the other side you have recipe utility apps. They offer a database of recipes and some organizational tools. But again, there’s no way to share and form communities, and no room for self expression. Plus if you still want your favorite recipes from the web, you need a minimum of 2 apps on your phone.
Manna lands right in the middle. It’s one universal platform that gives you the tools to make the recipes you already like, customize them, find new recipes, cook them, and share them. And coming soon we’ll also give users the power to seamlessly create meal plans from their cookbooks, and automatically create grocery shopping lists, getting ingredients right to your door in one click. Manna is and will continue to become the universal destination for all parts of the home cooking experience. The only food app you’ll ever need.
Well, a lot of things…
Manna Scanner: Copy recipe URLs and paste them into the Manna Scanner, which pulls only the relevant ingredients, amounts and directions to create a formatted recipe in seconds within the app. No more ads, no more printing.
Recipe Editor: Create, edit, modify and customize any recipes. Replace ingredients, serving amounts and directions. All recipes render in a uniform format.
Cooking GPS: Follow cooking directions with the Cooking GPS. Receive step by step directions paired with relevant directions, ingredients, and amounts paired with each step. No more ads, no more scrolling back and forth.
Cookbook: Once you’re done cooking, save and organize your recipes in your own personal cookbook. Save other people’s recipes, too.
Swipe Mode: Swipe on recipe cards. Swipe right if you like it, swipe left if it’s not for you and swipe up to add any recipe directly to your cookbook. (Think Tinder, but for food).
Social Feed: Discover recipes directly in your feed, copy them, customize them, add them to your cookbook. Post photos and engage with other Manna users.
In just under 18 months, we’ve turned an idea into an app, a brand and a business. All for around $100,000 dollars total. We were meticulous in building out each portion of Manna, always looking toward the future and with the user in mind. We identified every pain point we could think of in the home cooking experience, and worked one by one to solve them with our technology. Manna is intended, above all, to be useful and universal.
We focused on a brand that was fun, easy on the eyes, non-judgemental, and steeped in self-expression. Cooking and eating are personal experiences, and we believe everyone should be free to cook how they want to cook, eat what they want to eat, and have some help and inspiration along the way. On top of that, we ensured that our look and feel was top notch, partnering with Graj and Gustavsen long before we ever had an app.
We built an app from scratch, writing every single line of code in house. Manna was constantly iterating and improving thanks to help of our alpha and closed beta testers, before launching on the App Store and on Wefunder.
We built a team of all-star advisors. Manna’s ambitious goal to become the universal food app is our north star. We know that the path there is long, complex, and difficult so we built a team of: serial entrepreneurs, former food executives, chefs and restaurateurs, marketing experts, e-commerce experts, and fellow startup founders to make sure we have strategic guidance and resources to build out every avenue.
The next steps for Manna are focused on user acquisition, improving our technology, and developing the remaining in-app features like meal planning, one-click grocery shopping, and social groups and events.
Since we are a platform that is both funded and driven by our community, growing that community is our paramount priority. Paid ads in the Facebook and Google marketplaces are a necessary part of this growth, but our primary focus is on organic growth through unique partnerships with influencers, restaurants, and food brands/products. We’ve already begun activating some of these partnerships on a small scale through our social media channels and in-app social feed, yielding a 40% active user growth in our first month on Wefunder. Many bigger partnerships are already in place for the near future.
We believe in growth by adding value to people’s actual lives. Ultimately our goal is to foster an active community of home-cooks who joined Manna because they found it fun, unique, and useful in their daily lives.
Josh Abady (COO) | Guy Greenstein (CTO) | Rachel Abady (CMO)
Investing in Manna means investing in a team of young entrepreneurs who are dedicated to creating a unique and powerful tool that connects kitchens around the world.
We’re really proud of what we’ve built so far, but Manna can be so much more. We'll hire developers to improve the user experience, build partnerships, and launch marketing campaigns to tell the world about Manna. Join us!
– The Manna Team
Manna Cooking has financial statements ending December 31 2019. Our cash in hand is $8,000, as of June 2020. Over the three months prior, revenues averaged $0/month, cost of goods sold has averaged $0/month, and operational expenses have averaged $10,000/month.
Management’s Discussion and Analysis of Financial Condition and Results of Operations
You should read the following discussion and analysis of our financial condition and results of operations together with our financial statements and the related notes and other financial information included elsewhere in this offering. Some of the information contained in this discussion and analysis, including information regarding the strategy and plans for our business, includes forward-looking statements that involve risks and uncertainties. You should review the "Risk Factors" section for a discussion of important factors that could cause actual results to differ materially from the results described in or implied by the forward-looking statements contained in the following discussion and analysis.
We developed an iOS mobile application called Manna, with the goal of building a platform dedicated to food and home cooking. Our goal is to make home cooking a simpler, more streamlined experience for our users, as well as to give them a platform to share their creations with other food lovers. Manna’s proprietary technology gives power to the user and bridges the gap between recipe content, discovery, utility and community.
We want to change the food app space. Right now people are forced to have a variety of different apps to have a cohesive experience in the kitchen. Our goal is to become the universal destination for the millions of home cooks across America and the world.
Given the Company’s limited operating history, the Company cannot reliably estimate how much revenue it will receive in the future, if any.
Critical Mass Applications LLC was organized in the State of Delaware in April 2019.
Since then, we have:
Historical Results of Operations
Our company was organized in April 2019 and has limited operations upon which prospective investors may base an evaluation of its performance.
Liquidity & Capital Resources
After the conclusion of this Offering, should we hit our minimum funding target, our projected runway is 12 months before we need to raise further capital.
We plan to use the proceeds as set forth in this Form C under "Use of Funds". We don’t have any other sources of capital in the immediate future.
We will likely require additional financing in excess of the proceeds from the Offering in order to perform operations over the lifetime of the Company. We plan to raise capital in 18 months. Except as otherwise described in this Form C, we do not have additional sources of capital other than the proceeds from the offering. Because of the complexities and uncertainties in establishing a new business strategy, it is not possible to adequately project whether the proceeds of this offering will be sufficient to enable us to implement our strategy. This complexity and uncertainty will be increased if less than the maximum amount of securities offered in this offering is sold. The Company intends to raise additional capital in the future from investors. Although capital may be available for early-stage companies, there is no guarantee that the Company will receive any investments from investors.
Runway & Short/Mid Term Expenses
Critical Mass Applications LLC cash in hand is $8,000, as of June 2020. Over the last three months, revenues have averaged $0/month, cost of goods sold has averaged $0/month, and operational expenses have averaged $10,000/month, for an average burn rate of $10,000 per month. Our intent is to be profitable in 18 months.
There has been no change in our business since the date our financials cover. Our business continues to maintain its planned expenditure of $10,000 monthly.
Our revenue will be $0 over the course of the next 3 - 6 months. Our main revenue drivers take effect January 2021, and we think we'll need to raise a minimum of $500k to get there. We expect our expenses will gradually increase from $10,000 to just over $60,000 as we expand our team by hiring 2 new developers, a community manager, business developer, and paying the existing Manna team so they can continue their work.
Our business is currently internally funded by founder capital. We will continue to self-fund until capital is successfully raised.
Limited Operating History:
Repayment of Principal:
Best Efforts Offering:
No guarantee can be given that the Company will be able to raise sufficient proceeds from the sale of its securities, including the Purchased Note, to significantly advance its business operations. The failure of the Company to raise sufficient capital will materially adversely affect the ability of the Company to become successful and to repay the amounts due under the Notes (or to cause the Notes to convert into the Securities of the Company pursuant to their terms). Further, the Company will need to raise substantial additional capital beyond the maximum proceeds to be received from the sale of the Notes pursuant to the Subscription Agreement, without which capital the Company will not be able to fund its anticipated business operations. There can be no assurance that the Company will achieve the Minimum Offering amount or, even if it does, that it will thereafter raise any further funds from the sale of Notes or ever complete any other capital raising transaction.
No Guarantee of Profitable Operations:
No Assurance of Qualified Financing:
There can be no assurance that the Company will be able to consummate a Qualified Financing, and the Company undertakes no obligation to ensure that (or to take any actions or to expend any efforts to ensure that) a Qualified Financing will occur. If a Qualified Financing does not occur, then the Notes will not convert into the securities of the Company as per the terms of the Notes. The occurrence of a Qualified Financing is subject to many contingencies that are beyond the control of the Company and its affiliates.
Reliance Upon Principals:
Consequence of Liquidation:
No Assurance of Exit Strategy:
Future Capital Needs and Uncertainty of Additional Financing:
There is No Public Market for the Securities of the Company:
Management Discretion in Using the Net Proceeds:
Risks of Competing Against Competitors:
Risks of Hiring and Retaining Personnel
Risks of Protecting Intellectual Property
The Company’s success will depend in part upon the protection of its intellectual property rights. The Company may not be able to deter infringement or misappropriation of its software, trademarks, business processes and other proprietary information and material, detect unauthorized use or take appropriate steps to enforce its intellectual property rights. The steps the Company has taken or will take to protect its proprietary rights may be inadequate and third parties may infringe or misappropriate the Company’s proprietary rights. Any significant failure on the Company’s part to protect its intellectual property could make it easier for the Company’s competitors to offer similar services and thereby adversely affect the Company’s market opportunities. In addition, litigation may be necessary in the future to enforce the Company’s intellectual property and proprietary rights. Litigation could result in substantial costs and diversion of management and technical resources.
Infringement Claims May Disrupt Business
Third parties may assert that the Company’s business or technologies, or business processes (including its use of a web scraper), infringe or misappropriate their intellectual property rights, or otherwise violate their rights, or that the Company is engaging in unfair competition or other illegal practices. The Company could be subject to intellectual property infringement claims, or other claims for damages, as its product offerings or services expand in scope and complexity. Patent infringement and other intellectual property and damages claims, whether meritorious or not, are time consuming and costly to resolve, and could require expensive changes in the Company’s methods of doing business, could require the Company to enter into costly royalty or licensing agreements, or could require the Company to cease conducting or materially modify certain operations. The Company may be unsuccessful in defending against these claims, which could result in substantial damages, fines or other penalties. Even unsuccessful claims could result in significant legal fees and other expenses, diversion of management’s time and disruptions in the Company’s business. Any of these claims could also harm the Company’s reputation.
David Greenstein works part time on Wonder Brands. As such, it is likely that the company will not make the same progress as it would if that were not the case.
Our future success depends on the efforts of a small management team. The loss of services of the members of the management team may have an adverse effect on the company. There can be no assurance that we will be successful in attracting and retaining other personnel we require to successfully grow our business.
Temporary Rule 201(z)(2) provides temporary relief from certain financial information requirements by allowing issuers to omit the financial statements required by Rule 201(t) in the initial Form C filed with the Commission. This offering has commenced in reliance of Temporary Rule 201(z)(2) and, as a result, the following must be disclosed: (i) the financial information that has been omitted is not otherwise available and will be provided by an amendment to the offering materials; (ii) the investor should review the complete set of offering materials, including previously omitted financial information, prior to making an investment decision; and (iii) no investment commitments will be accepted until after such financial information has been provided.
The Lead Investor, Antony Greenstein, is a related party to the CEO (brother). Investors should note the role of the Lead Investor and any potential conflicts of interest prior to investing.
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