The business pitch of a smart indoor home integrated agriculture system which will revolutionise the way consumers obtain fresh produce by enabling them to grow their own and enjoy the satisfaction of growing what they eat in the shortest possible time.

1. UrbanGrange
[Ur-buhn Greynj]
the joy and satisfaction of eating what you grow
Our Business Plan
Karen Ng, CEO | Samuel Tan, CMO | Yap Huiying, COO | Jefferson Soh, CTO | Josiah Ee, CCO | Yeo Zhi Quan, CFO
Visit UrbanGrange.com for more information.

2. value & innovation

3. What are we selling?
grow what you eat, wherever you live.
Fluid
Integrated smart indoor cleansing
device Herbs &
fresh produce growing spices
system
Lettuce and
Salad bar
Power-saving
Cherry
grow lights
tomatoes &
small fruits
Potatoes &
underground
Leafy
produce
Vegetables Water pump

4. “there’s nothing else FRESHER.”
three converging needs
• Food Quality,
Security and Safety Food
Concerns
• Food Desert
• Health Concerns
• Emergence of Emerging
Farm Resorts Agri-
tainment
• Edu-tainment
• Integration of
greens into
Urban
concrete jungle
EcoDesign
• Ecological
benefits

5. 1. Rising FOOD concerns
Increasing interest in fresh healthy quality food
$866 MILLION UNMET DEMAND FOR
FOOD DESERTS
LOCAL FRESH PRODUCE IN NYC
• Adopt healthy lifestyle Over 1 billion live in Food Deserts
• Tainted centralized food distribution
“Urban areas where affordable &
system
healthy food, especially fresh
groceries, are inaccessible.”
• Overpriced poor quality food
• Inaccessibility to fresh food
• Prevalence of Nutritional
disease

6. 1. Rising FOOD concerns
Increasing interest in fresh healthy quality food
“Michelle Obama starts White House
vegetable garden” – New York Time
Her hope is to educate children about locally
grown food, inspiring them to eat healthier and
encourage their families and community to follow suit.

7. 2. AGRITAINMENT
“Annual agri-tourism revenues range from $20 million in
Vermont to $200 million in New York.” – Time, 2008
NO RECESSION FOR
AGRITAINMENT
“Our informal survey of
agritainment farms found that the
vast majority had increased sales
this fall. “ - White Huchinson
Consultancy

8. 3. Urban ECODesign
Urban Environment Eco Design

9. Innovate. Growing what you eat.
Home-centric
Design
High-yield
Multi-Crop
Customizable
Modular

10. real benefits. true solutions.
The Innovation
FARMING MADE EASY
• No farming knowledge required
SUSTAINABLE HOME FARMING
• Multiple cropping
• 10 kilograms of produces / month in 0.8 m by 0.5 m
• 13 months to break even cost

11. samuel
market identification
market identification

12. market - the fresh food people
Consumers who value fresh quality food
Average per capita
expenditure on vegetables
and fruits per week:
US$ 4.00
81.45% of 306 million
TOTAL ADDRESSABLE Americans live in urban
cities.
MARKET: Expenditure
on Fresh Produce by
Urban Cities in USA.
US$ 45 Billion

13. market - the fresh food people
Consumers who value fresh quality food
TOTAL
“Food packaging and convenience
ADDRESSABLE
which used to be all the rage, are
MARKET:
being quickly replaced by food lovers’
US$ 45 Billion
desire to know where their food
comes from and how to prepare it in
TARGET the simplest, most natural way
MARKET:
possible.”
Health
Conscious &
5 Food Trends:
Quality Food
flexitarianism, locally grown
Consumers
food, functional food, organic
US$ 11.7 Billion
food, slow food
The Market is growing very quickly at
a rate of 23%

14. market - the fresh food people
Consumers who value fresh quality food
List of United States cities by population
Density (per
Rank City State Population mi2)
TOTAL 1 New York City New York 8,274,527 26,404
ADDRESSABLE 2 Los Angeles California 3,834,340 7,876
MARKET: 3 Chicago Illinois 2,836,658 12,752
4 Houston Texas 2,208,180 3,372
US$ 45 Billion
5 Phoenix Arizona 1,552,259 2,782
6 Philadelphia Pennsylvania 1,449,634 11,233
7 San Antonio Texas 1,328,984 2,808
TARGET MARKET: 8 San Diego California 1,266,731 3,772
US$ 11.7 Billion 9 Dallas Texas 1,240,499 3,470
10 San Jose California 939,899 5,117
11 Detroit Michigan 916,952 6,854
TARGET 12 Jacksonville Florida 805,605 971
SEGMENT: 13 San Francisco California 799,183 16,632
Chicago, Detroit, 14 Indianapolis Indiana 795,458 2,163
15 Columbus Ohio 747,755 3,383
16 Austin Texas 743,074 2,611
Philadelphia, Ne 17 Fort Worth Texas 681,818 1,828
w York. 18 Memphis Tennessee 674,028 2,328
Middle Income 19 Charlotte North Carolina 671,588 2,232
20 Baltimore Maryland 637,455 8,059
Households.
US$ 750 million 306,168,000 6332
US TOTAL (avg)
Selected Cities 13,477,771 6% of urban popn
Even in food desert, not everyone is poor. For e.g. in Chicago food deserts:
• 63,355 or 31% have an annual income of $50,000 or more
• 29,561 or 14% have an annual income of $75,000 or more
• 14,194 or 7% have an annual income of $100,000 or more

15. Customers. consumer behaviour
Our target profile
They are families. Homemakers. and of
course, mothers.
…who make buying decisions based on
price (value), nutritional benefits and ease
of consumption.
Current issues include travel distance, food
quality freshness and storage issue. Safe
food increasingly difficult to differentiate.
Furthermore, underserved needs include
interest in agritainment, lack of arable
plot in apartments. Educate children about
home grown food and healthy eating
habits.

16. Competition. the Growers.
DIRECT competition
AeroGarden
Aero Grow Pro200
•Aimed at hobbyist gardeners.
•Countertop design
•Small aesthetic pleasing
•US$200++
Omega Garden
•Large scale
•High production rate
•Bulky (industrial focus)
•Professional
OmegaGarden
•Expensive
Carousel
•US$2000++
OmegaGarden
Volksgarden

17. Competition. the Grocers.
INDIRECT competition
Veggie Mobile Project
Community Supported Agriculture and
local producers
Gourmet Groceries Stores
•Walmart Organics
•Safeway Supermart
•Wegman’s Grocery

18. future market - skyscrapers
And schools and commercials. (B2B)
Current experiments and future plans:
Rooftop farming and Left - Rooftop gardening
(Earthbox), Right – EDITT Tower
expansion of integration of
SIngapore)
edible crops into Urban
Architecture.

19. product & services

20. FreshCube (Standard)
Product features
Supply container for
FreshCubeTM Micro-farming system nutrients
Specifications
• Dimensions: 750 x 600 mm x 1.80m
•Average water consumption, 3.2-4itres/day.
• 60 growing pods
•High-powered lighting system, 4 x 40 W Lights
• Circulating pump for recycling water and
nutrients,115W
1800mm
• Break Even – 13 months* Trays for
growing
(based on a family of 4) plants
Circulating
Pump
750mm
600mm

21. Suggested Vegetable Crops
Diversity and quality + freshness
TRAY Suggested Crop Species
Tray 1 Sweet Basil, Chives, Garlic Coriander,
Curly Parsley, Lavender, Rosemary,
Dill, Fennel, Oregano, Sweet
Majoram, Mint, Sage, Thyme.
Tray 2 ButterHead Lettuce, Romaine
Lettuce, Crisphead Lettuce, Iceberg
Lettuce, Chinese Lettuce, Spinach,
Celery.
Tray 3 Cherry Tomatos, Egg Tomatoes, Egg
Plant, Red Chillies.
Tray 4 Iowa Potatoes, Red Onions, Baby
Carrots, Japanese Sweet Potatoes,
Alfafa sprouts.

22. Our Services
Beyond the hardware
• A supply chain community
•A supply of heritage/heirloom plants and seeds.

23. A Suggested Day Serving (by FreshCube)
Garden Salad Recipe
Required Ingredients:
Lettuce (Iceberg / Romaine)
Cherry Tomatoes
Red Onions
Fresh Celery
Croutons
Grilled Chicken Breast
Vinaigrette Dressing
Blue Cheese Cubes

24. the product Architecture
the standard freshCube design

25. market & sales

26. FreshCubeTM - Grow what you eat
The family companion
 ideal indoor garden unit for families
 encouraging healthy food
consumption
 decent food portion for households
 education tool
 a family product : cultivate strong
family bonds

27. Distribution Channels
Where FreshCubeTM is made available
Phase III
Phase I Phase II
Distributors to
E-Commerce Dealers and Retailers
'Big Box Retailers'
• Official • Home Appliances and Gadgets
such as Wal-
Website Concept Stores/Retailers
Mart, Costco, Home
• Agritainment Farms Depot etc.
• Community Supported Agriculture
(CSA) Groups

28. Channel Strategy
Channel map – managing channels
Inform Interact Transact Deliver Service
Phase I Official Website
UrbanGrange
(UrbanGrange)
Official Website
Phase II Authorized Retailers
(UrbanGrange)
UrbanGrange
Authorized Retailers
Phase III Official Website
Authorized Retailers
(UrbanGrange)
Authorized Retailers UrbanGrange
Authorized ‘Big Box’ Retailers
( E.g.: Wal-Mart, Home Depot etc.)

29. Penetration Pricing
Farming made affordable: High yield, Low cost
 Low entry price to attract new customers
 Aim to increase market share/sales volume

30. The “Push” Strategy
New product acceptance, sales, positioning, creation of brand equity
 Create consumer demand
 Convince retailers and distributors to carry the
product hence “pushed” to the consumer
 Consumer promotions and advertising
Strategic Alliances
Marketing Kit and Collaterals
Reach Out Programs :
Demonstrations & Exhibitions
Tagline: “Grow What You Eat”
Money-Back Guarantee: 30 days
Free-Trial Period( First month)

31. Initial Sales Strategy
reaching out to the first customer
STRATEGIC ALLIANCES WITH RELATED STAKEHOLDERS
 Reach out to our first target market
 Install demo-units at no cost for the first 3 months
 Create awareness and understanding: aim to achieve initial sales
(I) Community-Supported Agriculture
(CSA) Groups
- A socio-economic food distribution community
- Partner: Angelic Organics, largest CSA in Chicago
(II) Agritainment Farms
- Partner: Siegel’s Cottonwood Farms
(for families and gardening enthusiast)
(III) Gourmet Restaurants
- Partner: Frontera Restaurant Chain
( 3 branches in Chicago)

32. Initial Sales Strategy
reaching out to the first customer
MARKETING KIT AND COLLATERALS
UrbanGrange
 Product Demo Video [Ur-buhn
Greynj]
 Official Website
REACH OUT PROGRAMS:
DEMONSTRATIONS & EXHIBITIONS
 Chicago Food Policy Advisory Council
(CFPAC) Annual Food Summit
 Chicago Food Desert Campaigns
 Health & Wellness Events in Chicago
 Education Institutions:
(First target: Chicago Vocational Career Academy)

33. Competitive Advantage

34. Sustainable Competitive Advantage
Protecting of Proprietary Technologies:
Patent Filing, Trade Secret, Exclusive Tech licensing
Network Externalities: Peer-to- Peer groceries trading
Control Resources: Sole Distributorship for blue potato seeds and
dwarf papaya seeds

35. Control of Key Resources.
Heritage and Hybrid seeds
Tainung No.6 (Ju Yu): Released in
1998, dwarf, low bearing, adaption
for nethouse culture, high yield,
flesh is beautiful deep red when
fruit ripe, flesh thickness, more than
400 grams pear fruit.

36. Groceries redistribution network
Community produce exchange/trade system
• By community, for community.
• Veggie and Fruits Redistribution network system

37. Operation & Expansion

38. How will it come about?
Manufacture. Distribution. Service Provision
Manufacturing Distribution Service
• Produced in • e-Commence • UrbanGrange
GuangDong, China Community
• Dealers & Retailers
• Shipped to • Supply Chain
• Distributors
warehouse in Community
Chicago, IL, USA

39. How will we make it happen?
Execution. First year detail timeline
Year 2009 2010
Month 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
Phase 1 - Strategic Plan
Phase 2a - Market Research
Phase 2b - Develop Business Plan
Phase 3 - New Product Dev (R&D)
Phase 4 - New Product Dev (Pilot)
Phase 5 -Business Development
Phase 6a - Setup Infrastructure
Phase 6b - Promotional Campaign
Phase 7 - Commercialization

40. What other products will we make?
Product expansion.

41. Where will we go?
Geographical expansion.
TimeLine:

42. Financial Plan

43. Financial Plan. Business Model
Multiple Revenue Streams
FreshCube™ 7000 Units
* Year 2 Projections
Revenue
$300/ Unit
$2.1mm
Regular Seeds 30800 Units
(with pods)
Revenue $30 /Unit
Seeds Revenue $0.92mm
$0.95mm Premium Seeds
700 Units
(with pods)
Revenue $45/ Unit
$0.03mm
Total Revenue Nutrient 22400 Units
$3.9mm Revenue
$35/ Unit
$0.78mm
(SGD5.9mm)
350 Units
Addon Revenue
$0.05mm $150 / Unit
Trading Transactions
Commission
$0.50/ Transaction
Revenue
Maintenance 350 Service Call
Revenue
$100/ Service Call
$0.04mm

44. Financial Plan. Business Model
Cost Drivers
Production Cost
Cost of Goods Inventory
& Services Shipping
R&D
* Year 1 Projections
$0.36mm
Professional
Services
$0.10mm
Total Cost Office Space
Facilities
$0.81mm
$0.04mm Warehouse
(SGD1.2mm)
Payroll
$0.18mm
Online Advertising
Marketing
$0.09mm Promotions
General Admin
$0.04mm

45. Financial Plan. Business Model
Revenue
Cost Drivers
FreshCube™
Production
Production
Money
Money
Consumables
Product
Refinement Money
R&D Customers
UrbanGrange Add-ons
Money
Money
Work
Staff
Services
Money
Facilities Money
Infrastructure
Money

46. Financial Plan. Projection
Critical Success Factors
• Low cost of production enabling higher margins
• Recurring revenue from complimentary consumables
• Network effect created from peer-to-peer crop
exchange

47. Financial Plan. Projection
$49mm Revenue by 2013
($MM)
5-year financial projections
$50
$40
$30
$20
$10
$-
Dec-09 Dec-10 Dec-11 Dec-12 Dec-13
$(10)
Revenues Net income Free cash flow
• $49mm (SGD74mm) revenue by 2013
• $20mm (SGD30mm) net income
• $10mm (SGD15mm) free cash flow

48. Financial Plan. Funding & Equity
Required Funding Size of $1.09million
• Founder’s initial contribution of $90K (SGD136K)
• First round funding required is $1.09mm (SGD1.65mm)
• Second round funding of $2.57mm (SGD3.88mm)
• Equity offered - 34%
Funding required and equity offered
Post-money valuation 3.19 $MM
Funding required 1.09 $MM
Equity offered 34%

49. Financial Plan. Use of Proceeds
R&D and Product Development Phase in Year 1
Fund Allocation
6%
Manpower
23%
Infrastructure
Professional services
5%
43%
Marketing and BizDev
12%
R&D
Other SG&A
11%

50. Financial Plan. Exit strategy & ROI
IPO by 2013
• Primary Strategy: IPO
• Alternative Strategy: Exit through acquisition
Exit valuation and ROI
Projected sale price of company 150 $MM
Exit multiple of earnings 8 times earnings
Investor ROI 39 times investment

51. OUR UrbanGrange team
The Advisory Team
Douglas Abrams
Primary advisor. Owner of Parallax Capital Management, a funds
management company based in Singapore. Adjunct Associate
Professor at the National University of Singapore. CEO of First Meta,
CEO of Expara IDM Ventures
Allan Lim
Advisor, CEO of Alpha Biofuels Pte Ltd, awarded Spirit of Enterprise
Award by SR Nathan. Mentors for youth start-ups.
Tan Hai Woon
Advisor, Tan Hai Woon is the CTO of Alpha Biofuels Pte Ltd, a local
biodiesel producer.
Teo Ai Ling
Manager of Oh’s Hydroponics farm in Singapore. 10 years experience
in managing one of Singapore’s largest hydroponic farm.

52. SUMMARY
Grow what you eat.
“We enable people to grow
their own fresh produce in
Food
Concerns the urban
environment, promoting
healthy eating, and
Emerging
educating children, in a
Agri-
sustainable, innovative and
tainment
cost effective method.”
Funding Rqd: US$1.09 m
(SGD1.65m)
Urban
EcoDesign
Investor ROI: 38 times
TOTAL
ADDRESS:
US$ 45 Billion
TARGET Mkt:
US$ 12 Billion
TARGET
SEGMENT:
US$ 750
million