The Monte Lauro Vineyards Story EXPERIENCE-WINE.COM The Monte Lauro Vineyards Story

MICHAEL BELANGER Marco-Polo Holdings, Inc. Is Michael an entrepreneur? Entrepreneurs identify an opportunity, allocate resources and create value for consumers and themselves. What is he like? What does he bring to this venture? Meet Michael Now what do you think about Michael?

THE INNOVATION? What is Michael selling? What problem does this innovation solve? How and to who does it add value? Who are the stakeholders?

INNOVATION TYPOLOGY FROM Doblin Group, Chicago FINANCE Business Model How you make money Networks and Alliances How you join forces with other companies for mutual benefit PROCESSES Enabling Processes How you support the company’s core processes and workers Core Processes How you create and add value to your offerings OFFERINGS Product Performance How you design your core offerings Product System How you link and/or provide a platform for multiple products Service How you provide value to customers beyond and around your products DELIVERY Channel How you get your offerings to market Brand How you communicate your offerings Customer Experience How your customers feel when they interact with your company and its offerings

Business Model Innovation A business model defines how a company delivers value to a set of customers at a profit. The white space is the range of potential activities not defined or addressed by the company’s current business model, that is, the opportunities outside it’s core and beyond its adjacencies that require a different business model to exploit.

Are Microleases in the White Space? NATURE OF CUSTOMER NATURE OF OPPORTUNITY EXISTING CUSTOMER SERVED IN TRADITIONAL WAYS NEW CUSTOMER OR EXISTING CUSTOMER SERVED IN FUNDAMENTALLY DIFFERENT WAYS POOR FIT WITH INDUSTRY White Space GOOD FIT WITH INDUSTRY Core Offerings Adjacency

Essential elements of BMI Value Proposition: Target segments: who and what needs are served Product/service offering Revenue model Operating Model: Value chain: how to configure delivery; what is in-house vs outsourced Cost model: assets and costs Organization: how to deploy and develop people

Value Curve for Monte Lauro? What industry do microleases compete in? What are the value elements? How does Monte Lauro rank on these elements?

THE STRATEGY Target Market Ideation Conversion Diffusion Who is Michael targeting? Ideation What is Michael’s idea? Conversion What is required to turn the idea into reality? Diffusion What is the commercialized offering?

Your predictions?