Speakeasy Wine FlightsMax Boronovskis / Paul Adesanya / Eric Barrier / Anders Dahl

Team

• Max Boronovskis – Eight years’ experience in international trade

• Paul Adesanya – Three years’ experience running health-juice

company• Eric Barrier – Three years’ bartending experience

• Anders Dahl – Founder of Din Bartender

Our Mission

• To put a basic knowledge of wine within reach of every person…

• …with a simple and enjoyable product experience.

The Problem

• Few product categories are as confusing as wine.

• The majority of consumers report feeling overwhelmed by choice.

Our Solution

• We aim to demystify the wall of wine– A multi-pack of half-size wine bottles– Different wines, arranged in theme– Accompanying education booklet

Product Concept

China: Our Target Market• Finding the right partner• Dynamic market– Fastest growing wine market– Strong demand for wine knowledge

Target Segment

• Most important factors when purchasing a bottle of wine

• Usage situations• Difficulty in selecting wine• Desire to learn more about wine • Information request: food matching and assessing wine

Presenting the Information

Marketing Strategy

• Product• Placement• Price• Promotion

At the Point of Sale

Can it Work for the Producer?• As a way for the producer to showcase their

wines• The relationship with wine education and

imported wine• Taste experience and re-purchase

Business Model

Implementation Plan

• Business Plan: May 2009• Finalize design: July 2009• First Production: November 2009• Full Launch: May 2010

Financing

• Seed – finalize design & first-run production– 200,000 Euro

• Operational – trade credit for cash flow• Bootstrapping

ScenariosYear 1 Year 2 Year 3 Year 4 Year 5

-200,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

BEST CASE 400k UNITS YR 5EXPECTED 200k UNITS YR 5WORST CASE 100k UNITS YEAR 5

Risks

• Lack of Capital• Market acceptance• Partner risk• Economic downturn• Competitor risk• Unforseen risks

Advisory BoardThierry Coulon - MD Paul Sapin

Ann-Marie Kampar - CEO IDEON Agrofood

Kasper Aase - MD Signo d’Oro

Lars Sandberg - Dotank, the Packaging Arena

Tomi Gronfors - Director, Veen Waters

Warrick Sears - Creative Director, The Brand Agency

Katarina Goransson – Art Director, Happy Reklam Marketing

MENTORS – Lisbeth Böhm & Ernst Wehtje

VEEN

Thank you

Questions?