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Peter OverellGeneral Manager+34 609 276 [email protected]
CONFIDENTIAL - PLEASE DO NOT DISTRIBUTE OR FORWARD WITHOUT NOTIFICATION www.newfarm.land
THE FIRST KITCHEN APPLIANCE THAT GROWS YOUR VEGGIES
V1.03
➔ Have innovative gastronomic experiences
➔ Fresh, high quality produce
➔ Know what goes into our food
➔ Not enough space➔ Limited time for caring for plants
➔ Wrong Climate and access to sunlight
➔ Limited knowledge of growing plants
Desire for cultivating
We all eat 3 times every day
Barriers to cultivating
Opportunity
+
<=
➔ Technology and design = Living, growing plants
where ever you desire
Hecho: Comida Tirada en Europa - 180 kg / person / year*
*Según: Food Waste Report - Bio Intelligence Service 2010
Food Miles - Coger ejemplo eg McDonalds Salad
Carbon Footprint: Depends on how far food has travel by what means, how it was produced, stored and prepared. Very difficult to compare
People throw out 2.5 times their body weight in food each year!
More than Fresh, ALIVE
Appliance that automatically grows veggies, vertical
«Energía LED = materia · crecimiento2». Albert Einstein
First product - Marko Our technology is designed for integration in the kitchen
It’s not magic, we just let our plants thrive
· Modular vertical design adaptable to multiple spaces with the minimum footprint.· Customizable finishes to match any kitchen style.
Automatic: · No need to water the plants.· No need to care for the plants.· Connected to the cloud for the best client assistance with our Newfarm APP.
· Independant from climate.· No need for sunlight - the latest technology in LEDs achieves the optimum photosynthesis for each plant.· Hydroponic technology to ensure optimum plant growth.
For anybody In any climateIn any home
*Refer to IKEA Life at Home Report 2015 (Growing a happy home).
Now more than ever, people want to eat well
6 out 10 people already grow plants at home (or have at least tried)*
Cooking programs are now mainstream television
Technology: LEDs for horticulture have arrivedhttps://www.lumileds.com/horticulture/applications-with-leds/
Hortalizas Orgánicos, su mercado está creciendo año tras año
Technology: IOT permits better customer support than ever before
TAM:
➔ Home chefs. (37% of women and
27% of men are passionate about cooking at home)*
Market Size
* GfK Global Survey 2015 ** tripadvisor.com
SAM:People with a high
economic position
who care for their
health and their
home
Target:
Kitchen Renovations of medium to high quality in Spain
(first 2 years)
Sales Channel:Kitchen Showrooms
Market Adoption
Restaurants
Hotels
Well known Chefs
Established Companies
Designers
Sus clientes puede ver que es un restaurante innovador que utilice los productos más frescos posibles mientras sus clientes puede ver que nuestro sistema funciona y adquirir uno para su mismo (win-win por ambos partes)
Include Marko in their kitchen
designs for their clients
Clients (B2B2C)
Prescriptors, Publicity
Innovators
Develop market confidence in Product and Brand
Kitchen Showrooms
Direct Sales and Partnerships
Principal Sales Channel
Business Model
System Sale
Afterwards
Nespresso Model
Consumables Subscription~€8 - €20 / mes
Seasonal offers to increase customer spend and keep customer engaged
Kitchen Showroom (margen ~35%)
Standard Plant SelectionStandard Finishes
System Size: €500 - €1.200Select:
Includes:
Extras
Select:
Premium FinishesExotic PlantsSubscription UpgradeFREE (Added Value):
6 month consumables subscription
LTV (10 years):~€960 - €2.400High Margen (@10% IVA)
Competitive Landscape
Agrilution
Grobo
Zipgrow
Click and Grow
Aerogarden
Tower Garden
Niwa
Citysens
Minigarden
Replantable
Ogarden
Urban Cultivator
Garden Tower
Automation (Minimal interaction)
+Artificial Light (Grow plants in any location)
Customizable(Adaptable to the available space)
Vertical Design (Space saving)
Optimus Garden
Standard Hydroponics Systems
DIY
Aeva (€1.000)
7sensors
Magic Tower
Gadgets (€100 - €500)Plant boxes(€400 - €2.000)
Microgreens drawers (€400 - €3.000)
Plant towers(€150 - €500)
DIY systems(€50 - €350)
Small Garden
(€500 - €1.200)
Kitchen Integration(New type of appliance)€400 vs €2.000-€3.000
**Kitchen integration as a new appliance adds a lot of value to product and brand
The technology is in our appliance
Newfarm Patented“Plant Module” and “clean” watering method
Newfarm design with“light recipes” for each plant type
Modular Design
Energy consumption:<€5 / year per plant
*LED Module de 7.2W, 16 horas/día, €0.12/kWh
Registered Design Pot “Plant Insert”
Newfarm APP for Automation y Control
Plant ModuleLED Module
Project Roadmap
2014
2018
2019
Accelerator: El Cubo
Functional Prototype
2017
Investigation starts in New Farm, Australia
Patent Submitted
Accelerator: EOI
MVP ReadyAPP
www.newfarm.land
Design RegisteredBrand:
Hydroponics
3D Printing
Arduino
LEDs
2020
Validation in:Dirmann Mobel KuchenFundation Cruzcampo (Heineken)
DFMOrder Moulds
Fabrication
Deliver First 200 Units
Future:Investment Pre-Seed
Investment SeedHorticultural Testing
Peter OverellFounder, Managing Director and Product Designer.Mechanical Engineer15 years experience
Newfarm Team
Elías MarínElectronics Engineer
José CamposHorticulturalist
Lara BecerraMarketing
Human Resources
Miriam HerreraCommunication
Public Relations
FreelancersJesús Villalta - Web DesignJuan José Moreno - Interior Designer
Mentors:Lucas Gozálvez - Product Development (Biopod, Felix)Antonio Bustamante - Business Strategy (Chekin)
Consultants:Lynette Morgan (NZ): Expert in Hydroponics (link)N+P (Germany): Product Design (link)Dragon Innovation: Fabrication (link)Indico Design: DFM (link)
Where we are going
Goal Investment % Offered Date
Design (DFM), Horticultural testing €150.000 10% April 2019
Fabrication and Product Launch €250.000 10% Sept 2019
Business Scaling €1.000.000 15% Sept 2020
Investment Calendar
Next Goals:
➔ Work with prescriptors, well known Spanish chefs
➔ Design for fabrication and preparation of product for market
➔ Increase horticultural testing
➔ Obtain product sales through kitchen showrooms: Product - Market Fit.
We´re looking for partners to help us grow
Register your interest:
Peter OverellManaging Director
+34 609 276 [email protected]
www.newfarm.land
Our ideal partner would offer:
1. Investment2. Support in (one or more of):
Sales and MarketingFabricationHorticultureBusiness Scaling
www.eoi.es