Kati Hienonen, trend analyst (Perhosvaikutus)Antti Kämäräinen, forest products sales expert (UPM)

Meri Lundahl, renewable materials engineer (Aalto University, AIESEC, Lääkisvalmennus.fi)Milla-Mari Vastavuo, aspiring environmental management engineer (Aalto University)

Problem

Solution : Just add water

Customer validation• Target group: Young urban adults interested in healthy and green lifestyle• Interested in growing herbs at home without too much effort and time

Roadmap2014

• Product validation and finalizing customer validation• Patenting the paper containing seeds and fertilizer

2015• First launch at Flow Festival 2015: Festival Kit include greeting cards for young urban adults• Second product validation with first customers

2016• Second launch: larger home cultivation papers in varying shapes & plants for young urban adults• Third product development and customer validation

2018• Third launch: enlargened cultivation base for professional greenhouse growing of vegetables (patent

pending)

Future• Large, portable cultivation bases for developing countries and catastrophe areas (”Pop-up oasis”)

Business Model

ManufacturingCarton: e.g. WalkiFolding: e.g. Adara

Culti CartoonIn-house design

Value chain management

IP rights

DistributionDepartment Stores

SupermarketsPost Offices

Cost structure• Raw materials (carton material,

seeds, nutrients)• Manufacture (by manufacturing

partner)• Distribution (by distribution partner)• Fixed costs of value chain

management

• Total cost for producing one piece 12,25 €

• Fixed price per one piece• one card• larger home cultivation papers• running meter of greenhouse

cultivation media

• Targeted price 15 €• Expexted sales• 20 000 pieces in 2015• 40 000 pieces in 2016• 70 000 pieces in 2017

Revenue streams

Kati Hienonen, +358 50 570 9133Antti Kämäräinen, +358 40 186 3423

Meri Lundahl, +358 40 526 0787Milla-Mari Vastavuo, +358 40 842 4454