The document discusses how urbanization is increasing food demand and proposes urban farming as a solution. It introduces Plantscrafters, a modular urban gardening kit and app that allows people to grow food in small spaces like balconies. The business model involves selling starter kits and accessories online and to condo builders, with the app providing gardening guidance. Financial projections estimate growing sales and profitability over five years with a request for $100k of seed funding to launch prototypes and operations.

1. Nathan Wang, Olivia Choi
Ting Ji, Tony Zhou

2. Urbanization
• Increasing food demand, where is the supply?
By 2050 more than 80% of the world’s population is expected
to be living in urban areas. How will we feed them?
Nathan, Olivia, Ting, Tony

3. “the food supply”…
Environmental
Delay
concerns
Problems? A LOT Safety concerns Taxation
Nathan, Olivia, Ting, Tony

4. Urban Farming
Nathan, Olivia, Ting, Tony

5. Condo Market
• Toronto
– In resale: $600/sf
– In new pre-construction sale: $700-800/sf
– Average balcony size in Toronto high-rise buildings: 23 sf
Toronto Initial Market
Nathan, Olivia, Ting, Tony

6. Meet Norman
=(
Nathan, Olivia, Ting, Tony

7. Meet Norman
Plantscrafters
=) ?
Nathan, Olivia, Ting, Tony

8. Plantscrafters – Urban Gardening Kit
1. Kit for $30-50, download free app
2. Set up modular pots (Think LEGO) , plant seeds
3. In your pocket: knowledge, assistance, online community
4. Harvest time!
Nathan, Olivia, Ting, Tony

9. Plantscrafters – Modular Pots
4~8 pots in each kit
15”x15”x15”
15”x15”x25”
1. Rectangle Configuration
2. Square Configuration
Nathan, Olivia, Ting, Tony

10. Beginner App Screens
Nathan, Olivia, Ting, Tony

11. Beginner App Screens
Nathan, Olivia, Ting, Tony

12. Business Model
Products Customers The Company
Kit + App Customers
Plants Library
Guidance
Gardening Community
Accessories + Services Profit
Nathan, Olivia, Ting, Tony

13. Sales & Marketing
Sales Marketing
TRACTION
PHASE
Individual Units: To home owners:
 Online Store  Events & activities
SCALING  In App Orders  Condo Model Homes
PHASE
Contracts: To condo builders:
 City projects  LEED Certified Green Building
 Condo builders  PR, Environmental, Aesthetics
boosts
Nathan, Olivia, Ting, Tony

14. Sales & Channels
• Online stores: financial freedom, low upfront costs
• Warehouse: Brampton Ontario close to Pearson Airport, HWYs
• Pros:
– Online business is perfect for niche product
– Lower overhead compared to retails
– No scaling worries with online store
– Speed to market
• Cons:
– Extra expense for shipping
– Risks involving fraudulent credit card use
– Lack of physical connection to product
Nathan, Olivia, Ting, Tony

15. Financial Projection
2013 2014 2015 2016 2017
# Units Sold 7,500 17,500 28,000 53,000 89,700
Total Revenue $262,500 $643,125 $1,080,450 $2,147,394 $3,816,082
Total Expense $577,000 $833,500 $1,283,579 $1,935,239 $2,890,109
EBIT ($314,500) ($190,375) ($203,129) $212,155 $925,973

16. We need …
• $100k of seed funding
– Hire designers
– Material costs for the prototypes
– Office space and supplies
Until product launch …
√ Free Marketing
√ Shipments occur months after
√ Crowdfunding
Nathan, Olivia, Ting, Tony

17. Thank you…
Q&A
Nathan, Olivia, Ting, Tony