GREEN CITY GROWERS Providing high quality organic produce grown on local urban rooftops By: Kate Hanson Fletcher FitzGibbon Randi Hannon Jill Owen Christina Chao

Mission Statement Executive Summary The Operations Plan The Human Resources Plan The Marketing Plan The Financial Plan Conclusion

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 Process Flow

The Human Resources Plan

Chief Financial Officer HR Manager Growing Specialist Operations Manager Growing Specialist Organizational Chart

Year 1Year 2Year 3Year 4Year 5 # Gardens 5 Gardens 10 Gardens 15 Gardens 20 Gardens 20 Gardens Additional staff n/a3 Co-op Students 2 Co-op Students 1 Co-op Student n/a 2 Grower Specialists 5 Year Plan: Additional Staff

Expected Compensation Staff LevelCompensation/ 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 produce Price Premium Promotion Networking, word of mouth, print media Place Vancouver, BC

Segmentation Farmers markets, restaurants, grocery stores Demographic of Target Market Environmentally conscious Vancouver “Yuppies” Positioning High end, environmentally conscious, healthy produce The Market

Klippers – Large Organic Operation Osprey – Small Scale & Similar Philosophy Competitor Analysis

The Financial Plan

ACTUALPROJECTED # of Rooftops Revenues 146,568193,135292,903386,271 Net Income (35,170)(21,717)47,56297,710154,862156,833 Cash Flows from Operations (33,545) (17,817) 52,762 91, , ,122 Gross Margin 50%48%58%59%73%74% Revenues, Net Income, Cash Flow

Investment Requested: $100,000 Payback Period: 2.42 years Net Present Value = $138,257 IRR = 34% Key Investment Indicators

Support local organic food production Improve air quality and reduce CO2 emissions Capitalize on the trend towards sustainable living Reliable management team and well experienced staff 34% Return with short payback period! Reasons to Invest in Green City Growers

ScenarioDiscount RateNPVIRR Base Case20%$138, % Worst Case25%$29, % Best Case15%$312, %

Yield (% of Expected Average) 75%80%90%100%110%125% Percent of Expected Organic Price 75%-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%