GREEN CITY GROWERSProviding high quality organic produce grown on local urban rooftops

By:Kate HansonFletcher FitzGibbonRandi HannonJill OwenChristina Chao

Mission StatementExecutive SummaryThe Operations PlanThe Human Resources PlanThe Marketing PlanThe Financial PlanConclusion

Agenda

Build community in Vancouver's downtown core through sustainable growing practices, promotion and enablement of a healthy urban lifestyle and offering high quality,

organic produce and herbs from your rooftop in a unique and innovative way.

Our Mission Statement

Executive Summary

Green City Growers promotes awareness about sustainability while helping to reduce our ecological footprint.

We deliver all food by bike, to the Granville Island farmer’s market.

We aim to develop a strong relationship with our customer through building a community with green ideals and values

We aim to advocate the benefits of rooftop gardening to property management to ensure the future of our business

The Operations Plan

Location

Site Plan

PwC

Click icon to add picture Click icon to add picture

Process Flow

The Human Resources Plan

Chief Financial Officer

HR Manager

Growing Specialist

Operations Manager

Growing Specialist

Organizational Chart

Year 1

Year 2 Year 3 Year 4 Year 5

# Gardens

5 Gardens

10 Gardens

15 Gardens

20 Gardens

20 Gardens

Additional staff

n/a 3 Co-op Students

2 Co-op Students

1 Co-op Student

n/a

2 Grower Specialists

5 Year Plan:Additional Staff

Expected Compensation

Staff Level Compensation/ Summer

Co-op Student $5,700 - $7,380

Grower Specialist $5,700 - $7,380

HR Manager $20,000

Operations Manager

$20,000

CFO $40,000

The Marketing Plan

Marketing Mix

Products• Sustainably grown seasonal organic producePrice• PremiumPromotion•Networking, word of mouth, print mediaPlace• Vancouver, BC

SegmentationFarmers markets, restaurants, grocery

storesDemographic of Target MarketEnvironmentally conscious Vancouver

“Yuppies”PositioningHigh end, environmentally conscious,

healthy produce

The Market

Klippers – Large Organic Operation

Osprey – Small Scale & Similar Philosophy

Competitor Analysis

The Financial Plan

ACTUAL

PROJECTED

2011 2012 2013 2014 2015 2016

# of Rooftops

5 10 15 20 20 20

Revenues

146,568 193,135

292,903 386,271 386,271 386,271

Net Income

(35,170) (21,717)

47,562 97,710 154,862 156,833

Cash Flows from Operations

(33,545)

(17,817

)

52,762

91,484

139,485

140,122

Gross Margin

50% 48% 58% 59% 73% 74%

Revenues, Net Income, Cash Flow

Revenues, Net Income, Cash Flow

2010 2011 2012 2013 2014 2015(50,000)

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Revenues

Net In-comeCash from Opera-tions

Investment Requested: $100,000

Payback Period: 2.42 yearsNet Present Value = $138,257IRR = 34%

Key Investment Indicators

Support local organic food production Improve air quality and reduce CO2 emissions Capitalize on the trend towards sustainable

livingReliable management team and well

experienced staff

34% Return with short payback period!

Reasons to Invest in Green City Growers

Q & A with GreenCity Growers

Scenario Discount Rate NPV IRR

Base Case 20% $138,257 33.89%

Worst Case 25% $29,680 28.75%

Best Case 15% $312,570 38.64%

Appendix 1:Discount Rate Sensitivity

Yield (% of Expected Average)

75% 80% 90% 100% 110% 125%

Percent of

Expected

Organic Price

75% -100% -100% -2% 11.4% 22.1% 38.8%

80% -100% -11% 7.4% 18.1% 30.0% 48.0%

90% -2% 7.4% 19.7% 33.3% 46.2% 65.5%

100% 11.4% 18.1% 33.3% 33.9% 61.9% 84.0%

110% 22.1% 30.0% 46.2% 61.9% 77.9% 104.2%

125% 38.8% 48.0% 65.5% 84.0% 104.2% 140.7%

Appendix 2: Yield & Price Sensitivity Analysis