Moonrise

Unifying indie coffee and food.
One app for vendors and customers.

The Problem

3× more indie cafes than Starbucks. 60,000 indies — no network.

Starbucks
17K stores2
One app to find & order
34M loyalty members3
31% orders via mobile4
Dunkin'
10K stores2
One app to find & order
12M loyalty members5
18% digital orders6*
vs
Indie Cafes
60K cafes1
NO way to find them
NO shared loyalty
NO mobile ordering
[1] IBISWorld 2025 [2] ScrapeHero 2025 [3] Starbucks Q4'24 [4] GeekWire 2024 [5] QSR 2019 [6] QSR 2020 *2020 data; likely higher today
The Solution

One app. Every indie.

Mobile ordering. Universal loyalty. Vendors integrate with Square in minutes.

Menu Auto-Synced Catalog
Order Order ahead, skip the line
Rewards Earn everywhere

Coffee shops • Food trucks • Pop-ups

Why Now

The window just opened.

Mobile ordering is mainstream

31% of Starbucks orders are mobile.1 36% order via app.2

Loyalty drives real money

Members spend 32% more.3 Visit 34% more often.3 Indies can't offer it alone.

Indies are finally Square-ready

Integration barrier collapsed. One API. 5-minute setup.

Food trucks are exploding

92K trucks. 24% CAGR.4 ~46K on Square — same problem, bigger need.

[1] GeekWire 2024 [2] NCA 2025 [3] Toast 2025 [4] IBISWorld 2025
How It Works

Three things make it click.

5-Minute Setup

Any indie joins in minutes. Any consumer starts instantly.

Download app. Link Square. Done.

Smart Location

Live vendor GPS. Route tracking. Prep starts when you're close.

Walk up. Pick up. No waiting.

Universal Loyalty

Earn points at any vendor. Redeem anywhere.

One wallet. Every indie.

Traction

Built. Live. Bootstrapped. Live

$0 raised. Working product. Expanding quickly.

100% Bootstrapped

8
vendors live
  • Denver metro
  • Live in the App Store
  • 100% vendor retention

Pipeline

130+
vendors in pipeline
  • 30 in active conversation
  • 100+ through partnerships
  • Zero paid acquisition

We didn't raise to build. We built.
Now we're raising to scale.

Business Model

$20 SaaS fee + $0.50 per order

Guaranteed
$20 /month Flat monthly SaaS fee per store
+
Per order
$0.50 /order Customer pays at checkout · ~6% vs 30% delivery apps
=
At 10% mobile
$220 /month 400 mobile orders/mo · 10% of store traffic1
10% → 27% mobile ordering

At 27% adoption: $560/mo per store
(~1,080 orders × $0.50 + $20 SaaS)

[1] BusinessDojo 2024
Market

800K vendors. 76K mobile-first.

TAM
SAM
SOM
TAM: 800K1
All Square F&B sellers — future expansion
SAM: 76K2
~30K indie cafes + ~46K food trucks on Square
↑ 24% CAGR — fastest-growing F&B segment3
SOM: 3K
Mountain West launch (CO, UT, AZ)

At 50% SOM (Y5 target): $8M ARR

At 100% SOM: $20M ARR

[1] Square Q2 2022 [2] IBISWorld 2025 [3] IBISWorld Food Trucks 2025
Competition

What indies need. What exists.

Starbucks
Joe's
Toast
Square
Moonrise
Open to indies
✗
✓
✓
✓
✓
Consumer app
✓
✓
✓
✗
✓
Order ahead
✓
✓
✓
⚠web only
✓
Cross-shop rewards
⚠Starbucks only
✓
✗
✗
✓
Live GPS (mobile vendors)
✗
✗
✗
✗
✓
No separate system required
✗
✗
✗
✓
✓
Vendor cost
—
2.9%/order$300-$1,500/mo
$75/mo
~$100/mofor just loyalty
$20/mo

Today's indie runs 3 tablets: Square, DoorDash, UberEats.
Moonrise plugs into Square — no new hardware, no new menu.

joe.coffee/pricing pos.toasttab.com/pricing squareup.com/us/en/software/loyalty
Projected Revenue

Path to profitability.

Vendors 100 → 1,500 Network density drives discovery
Adoption 5% → 27% Approaching Starbucks (31%)
Rev/Vendor $120 → $560/mo SaaS + order volume
Moonrise financial model GeekWire 2024 (Starbucks 31% mobile)
Team

Built it. Selling it. In the market.

CEO & Technical Founder
Ethan Kreloff
Led CNN Mobile Subscriptions — recurring revenue products at scale for millions of users

Staff Engineer at Warner Bros Discovery (CNN), MLB, Starz

Built entire Moonrise stack solo: iOS, Android, AWS, Square integration, brand
Co-Founder, Growth
Hayden McGinnis
8 vendors closed in 3 weeks — zero marketing spend

Leading vendor acquisition in Colorado

Building repeatable sales playbook for expansion
Advisor
Mark Kreloff
40+ years VC · Multiple successful exits · Angel investor
The Ask

$1M pre-seed
18 months to seed.

The product is live. This is a growth raise.

46%
Sales
23%
Engineering
16%
Marketing
15%
G&A*

*Includes external accounting firm for bookkeeping

Many stars. One moon.

invest@ordermoonrise.com • ordermoonrise.com
Appendix

Sources (1/2)

Slide 2: The Problem

Slide 4: Why Now

Slide 6: Business Model

Appendix

Sources (2/2)

Slide 7: Market

Slide 8: Competition

Slide 9: Projected Revenue

  • Financial projections — Moonrise internal financial model (available upon request)
  • Starbucks 31% mobile benchmark — GeekWire 2024 (see Slide 4 [1])

Methodology Notes

  • • "60K indie cafes" = IBISWorld 92K total coffee/snack shops minus ~32K major chain locations (Starbucks 17K, Dunkin' 10K, others)
  • • "76K SAM" assumes 50% Square penetration among indie cafes and food trucks
  • • All Dunkin' data from 2019-2020; current figures likely higher
Visualization Options

Pick your favorites.

Animated Counters

$0 /month per vendor

Numbers count up on slide enter

Chart.js Bars

Animated data visualization

Competitive Quadrant

HIGH COST LOW COST
Joe
Per Diem
Moonrise
NO ORDERING FULL ORDERING

XY positioning for competition

Animated Circles

TAM
800K
SAM
60K
SOM
5K

Scale up in sequence