think-cell Global
Case Competition
Case study
Exhibits
April 2025
© 2002-2025 think-cell Software GmbH
STRICTLY CONFIDENTIAL
Despite high R&D costs and a growing team, increasing
revenues made VinoBotics profitable in 2022
Revenues & costs [in million USD, 2019-2025 forecast]
12,75
10,50
9,00
5,25
1,00
0,00 0,20
2019 2020 2021 2022 2023 2024 2025 F
1,18 1,86 2,21
3,32
6,27
7,12 7,50
© 2002-2024 think-cell Software GmbH
From five to fifty, expanding the team has been essential to
achieving success
Full-time employees [2019-2025 forecast] Comments
50 50
50 • Team in 2019: CEO & Founder
(Amanda) and a few R&D Engineers
45 and Product Developers
40
40 • Team in 2020 – 2022: Select first hires
in Manufacturing and Operations, and a
35 few more R&D Engineers
30 • Team in 2023 – 2024: Hiring mostly in
Manufacturing and Operations
25
20
15
12
10 10
10
5
5
0
2019 2020 2021 2022 2023 2024 2025 F
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Costs range from $10-$26 for a premium wine bottle that
sells in the $20-$50 segment
Production costs per bottle [USD] Comments
30
• Grape costs depend on vineyard
26 location
25
• Winemaking includes fermentation,
6
aging and labor
20
• Packaging entails bottles, corks and
5 labels
15 • Sales includes distribution costs
Max
10 7
10 8
3
2
5 Min
2 3
0
Winemaking
Winemaking
Packaging
Total
Packaging
Total
Grapes
Sales
Grapes
Sales
© 2002-2024 think-cell Software GmbH
Wines in the premium segment are priced lower than elite
wines, yet present significant opportunities for enhancement
Min and max wine bottle prices per segment [USD] Comments
200 200 • Elite wines combine natural conditions
180 (soil, climate, microclimates) and
meticulous winemaking practices
160
• Many premium wineries could achieve
140 significant upgrades in value if they had
better precision tools to elevate
120
consistency and quality
100 • Mass market wines are less concerned
80
with quality
60
50 50
40
20 20 20
7
0
Mass market Premium Elite
© 2002-2024 think-cell Software GmbH
High-level financials
Category Description 2019 2020 2021 2022 2023 2024 2025 F
Revenue Revenue generated from product sales
Units Sold Number of units sold 0 2 10 35 60 70 85
Price per Unit Price per unit $ - $ 100.000,00 $ 100.000,00 $ 150.000,00 $ 150.000,00 $ 150.000,00 $ 150.000,00
Units Sold x Price per Unit $ - $ 200.000,00 $ 1.000.000,00 $5.250.000,00 $9.000.000,00 $10.500.000,00 $12.750.000,00
Costs (Fixed) Fixed costs associated with operations
Overhead/Corporate (Rent, IT, Admin) Expenses related to facilities and admin functions $ 30.000,00 $ 60.000,00 $ 60.000,00 $ 90.000,00 $ 120.000,00 $ 120.000,00 $ 120.000,00
Headcount (FTE) Number of employees 5 10 10 12 40 50 50
Average Salary Average annual salary per employee $ 80.000,00 $ 90.000,00 $ 90.000,00 $ 90.000,00 $ 90.000,00 $ 90.000,00 $ 90.000,00
R&D Expenses Research and Development costs $ 750.000,00 $ 750.000,00 $ 750.000,00 $ 750.000,00 $ 750.000,00 $ 750.000,00 $ 750.000,00
Total Fixed Costs Sum of all fixed costs $ 1.180.000,00 $ 1.710.000,00 $ 1.710.000,00 $1.920.000,00 $4.470.000,00 $ 5.370.000,00 $ 5.370.000,00
Costs (Variable) Variable costs associated with production and sales
Production Cost per Unit Cost of manufacturing/assembly per unit $ 75.000,00 $ 75.000,00 $ 50.000,00 $ 40.000,00 $ 30.000,00 $ 25.000,00 $ 25.000,00
Sales & Marketing (CAC) Customer Acquisition Cost $ - $ - $ - $ - $ - $ - $ -
Total Variable Costs Sum of all variable costs $ - $ 150.000,00 $ 500.000,00 $1.400.000,00 $1.800.000,00 $ 1.750.000,00 $ 2.125.000,00
Total Costs Sum of Fixed and Variable Costs $ 1.180.000,00 $ 1.860.000,00 $ 2.210.000,00 $3.320.000,00 $6.270.000,00 $ 7.120.000,00 $ 7.495.000,00
Profit $-1.180.000,00 $-1.660.000,00 $-1.210.000,00 $1.930.000,00 $2.730.000,00 $ 3.380.000,00 $ 5.255.000,00
Profit margin - -830% -121% 37% 30% 32% 41%
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