WroFood logo delivery of high-quality groceries grocery in wroclaw contact us

WroFood.com

A trusted Brand, delivering high-end groceries with top level service throughout Wroclaw since 2020.

WroFood logo delivery of high-quality groceries grocery in wroclaw contact us

WroFood.com

A trusted Brand, delivering high-end groceries with top level service throughout Wroclaw since 2020.

Company Description

WroFood is a fully functional eCommerce website.  It has an active catalogue of over 300 hundred products with pricing, descriptions, and VAT rates.  It is currently operating three days a week.

The brand was created in 2020 as a response to the COVID 19 lockdowns.  Within it’s two years of operations, it has established itself as a reliable company proven by numerous positive online reviews.   

Our USP is a customer centric approach to service – selecting and delivering the same quality of products we would expect to receive for our family.

We back our products with a Money-Back Guarantee for any reason.  This is an American philosophy, and only once in nearly two years have we had to refund one product – a jar of honey.

Business Model

The WroFood Business Model is similar to any Farmers Market in Wroclaw:

  • We create a simple online marketplace for artisan vendors to sell their goods – on which we charge a 20% commission (10% for Sales & 10% for Courier costs)
  • We have our own category of products on the website. These are the staples of groceries, such as Fruits & Vegetables, Meat & Fish, and Eggs & Dairy.  Our category (WF) made up for ~70% of all sales in the last 18 months.
  • We deliver these products to customers in Wroclaw, Bielany, and Wysoka within 24 hours.

Annual Gross Revenue

2020 – 145 028 zł
2021 – 126 897 zł

Company Description

WroFood is a fully functional eCommerce website.  It has an active catalogue of over 300 hundred products with pricing, descriptions, and VAT rates.  It is currently operating three days a week.

The brand was created in 2020 as a response to the COVID 19 lockdowns.  Within it’s two years of operations, it has established itself as a reliable company proven by numerous positive online reviews.   

Our USP is a customer centric approach to service – selecting and delivering the same quality of products we would expect to receive for our family.

We back our products with a Money-Back Guarantee for any reason.  This is an American philosophy, and only once in nearly two years have we had to refund one product – a jar of honey.

Annual Gross Revenue

2020 – 145 028 zł
2021 – 126 897 zł

Business Model

The WroFood Business Model is similar to any Farmers Market in Wroclaw:

  • We create a simple online marketplace for artisan vendors to sell their goods – on which we charge a 20% commission (10% for Sales & 10% for Courier costs)
  • We have our own category of products on the website. These are the staples of groceries, such as Fruits & Vegetables, Meat & Fish, and Eggs & Dairy.  Our category (WF) made up for ~70% of all sales in the last 18 months.
  • We deliver these products to customers in Wroclaw, Bielany, and Wysoka within 24 hours.

DIGITAL ASSETS

DIGITAL ASSETS

WordPress is one of the most widely used versatile Content Management Systems (CMS) that allows for quick and easy changes on the website whenever needed.

  • Optimized SEO throughout site
  • All pages are Responsive for desktop, tablet, & mobile
  • Dual security layer to prevent hacking and spam

WooCommerce is a very simple and popular eCommerce plugin-used with WordPress.  Because of it’s popularity, it connects with most online payment providers.

  • 392 products ready to sell
  • Payments systems already set up for direct tansfer, PayU, and Stripe
  • 1211 registered customers

With a list of 282 subscribers, our overall average KPI rates per email are dramatically above any industry average :

  • 50.33% Open
  • 15.8% Click
  • 324.60 zł Revenue

Data Analysis

We comissioned a customized database to be built and linked to WroFood.  This database is used to manage, analyze call sales by category, VAT rate, date, customer, address, etc. 

Because it is a Google document, it’s versatility can be used to share real time information with thirds parties (i.e. couriers, partners, etc), without giving unnecessary people access to the website.

Enabled and configured for WroFood with standard/real-time tracking as well as traffic to sale conversions.

Having Google Analytics enabled helps understand the source and behavior of traffic, and ways to improve sales.

Website Footprint

  • Optimized SEO throughout site
  • 12 core pages (mobile Responsive) 
  • Dual-Security layer to prevent hacking
  • 392 finished products ready to sell
  • Payments ready for Transfer, PayU, & Stripe
  • 1211 registered customers 

Social Networks

Email Communications

With a list of 282 subscribers, our overall average KPI rates per email are dramatically above any industry average :

  • 50.33% Open
  • 15.8% Click
  • 324.60 zł Revenue

Data Analysis

We comissioned a customized database to be built and linked to WroFood.  This database is used to manage, analyze call sales by category, VAT rate, date, customer, address, etc. 

Because it is a Google document, it’s versatility can be used to share real time information with thirds parties (i.e. couriers, partners, etc), without giving unnecessary people access to the website.

Enabled and configured for WroFood with standard/real-time tracking as well as traffic to sale conversions.

Having Google Analytics enabled helps understand the source and behavior of traffic, and ways to improve sales.

FINANCIALS

FINANCIALS

Total WroFood Sales
05/2020 - 12/2021

The chart above gives a financial breakdown of all sales and orders from 06/2020 through the end of 2021.  I’m not going to sugar-coat our numbers, they’re obviously not on the rise.

But, I know for a fact that there are a number of changes that would bring sales back to the 12k to 18k/month range.  Here are the first three factors that most visibly make a difference:

  • Increase or modify delivery days per week;  Currently we operate on Tuesdays, Wednesdays, and Thursdays.  Spreading these days out or even extending them back to 5 or seven days per week will motivate customers to return.  You can see that after May 2021, when we decreased deliveries down to three days per week – sales dropped.
  • Bring back BEEF products.  The aged steaks and ground beef were very popular.  Customers were happy to receive the meat frozen – so spoilage was reduced because frozen meat lasts longer.  I stopped buying steaks in July because my resources were limited and I didn’t want to lock up 1500zl for a 30% ROI.
  • Increase Social Media posts.  Facebook is our primary platform.  I’ve analyzed the relation between the number of posts and the number of orders and they have a high correlation.  I stopped making so many posts because I stopped adding new products to the site – my motivation was depleted.  With new products comes new energy and new ideas.

% Revenue from Sales by Category

The charts above illustrate the percentage of sales per partner category throughout the website.  WroFood (WF) has it’s own category, and all the other categories are partner companies that have their products listed and sold on the website.  Partner categories pay WroFood a 10% net sales commission and a 10% net courier cost commission (both +23% VAT):

  • EH (11.9%) is EkoHurt, these are organic packaged products
  • GCC (9.1%) is G Coffee Company
  • PK (1.3%) is Pan Klos
  • FJ (4.6%) is Famous Jim, these are American products
  • SD (1.3%) is Syryjski Dom, they prepare Hummus and Falafel

% of Revenue from Sales Within WF Category

WroFood’s category has four main product sub-categories, the total sales in revenue for the WF category over 18 months was 156 844 zł:

  • Fruits & Vegetables (56.3%)
  • Meat & Fish (30.9%)
  • Eggs & Dairy (11.4%)
  • Other (1.6%) – this is toilet paper, shampoo, razors, aluminum foils, etc…

Total WroFood Sales
05/2020 - 12/2021

The chart above gives a financial breakdown of all sales and orders from 06/2020 through the end of 2021.  I’m not going to sugar-coat our numbers, they’re obviously not on the rise.

But, I know for a fact that there are a number of changes that would bring sales back to the 12k to 18k/month range.  Here are the first three factors that most visibly make a difference:

  • Increase or modify delivery days per week;  Currently we operate on Tuesdays, Wednesdays, and Thursdays.  Spreading these days out or even extending them back to 5 or seven days per week will motivate customers to return.  You can see that after May 2021, when we decreased deliveries down to three days per week – sales dropped.
  • Bring back BEEF products.  The aged steaks and ground beef were very popular.  Customers were happy to receive the meat frozen – so spoilage was reduced because frozen meat lasts longer.  I stopped buying steaks in July because my resources were limited and I didn’t want to lock up 1500zl for a 30% ROI.
  • Increase Social Media posts.  Facebook is our primary platform.  I’ve analyzed the relation between the number of posts and the number of orders and they have a high correlation.  I stopped making so many posts because I stopped adding new products to the site – my motivation was depleted.  With new products comes new energy and new ideas.

% Revenue from Sales by Category

The charts above illustrate the percentage of sales per partner category throughout the website.  WroFood (WF) has it’s own category, and all the other categories are partner companies that have their products listed and sold on the website.  Partner categories pay WroFood a 10% net sales commission and a 10% net courier cost commission (both +23% VAT):

  • EH (11.9%) is EkoHurt, these are organic packaged products
  • GCC (9.1%) is G Coffee Company
  • PK (1.3%) is Pan Klos
  • FJ (4.6%) is Famous Jim, these are American products
  • SD (1.3%) is Syryjski Dom, they prepare Hummus and Falafel

% of Revenue from Sales Within WF Category

WroFood’s category has four main product sub-categories, the total sales in revenue for the WF category over 18 months was 156 844 zł:

  • Fruits & Vegetables (56.3%)
  • Meat & Fish (30.9%)
  • Eggs & Dairy (11.4%)
  • Other (1.6%) – this is toilet paper, shampoo, razors, aluminum foils, etc…