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Just VerticalUnleashing the urban farmer
A company with the support of Modular Farms co.
Conner Tidd & Kevin Jakiela
Goals
Accessibility Sustainability Increased food security Circular economy Residential and small scale
Eric Amyot CEO and Co-Founder at Modular Farms
Key ContactsGetting by with a little help from our friends
Outside ContactsFuturpreneur Canada, University of Toronto
Timeline
4.Business plan and outreach
(Jan 5th –March 31st )
5.Pilot project(concludes
April 1st )
6.Assess viability and alternatives
(April 2nd )
1.Idea
conception(August 2016)
2.Partner
collaborations(Sept ‘16 –
Oct ‘16)
3.Logistics and pilot
launch(Nov ‘16 – Jan 5th)
Challenges
1. Difficult to communicate the value of the project online or in print media
2. Initial capital cost, ongoing capital cost 3. Market penetration 4. Upfront costs of product for consumer
Strategies
1. In person marketing – what you see in front of you2. The farm walls act as a marketing tool unto themselves 3. Grant funding4. Use of U of T resources 5. Pricing strategy
Target consumers
✘Millennials ✘Condo unions and dwellers ✘Yuppies✘Retirees ✘Schools and educational✘Specialized bars and restaurants
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