1. The In-House Greenhouse
… the experience of growing.
Information and Innovation
Amsterdam Business School, University of Amsterdam
May 19, 2010

2. Content How can they fit together? Your life in the city
The In-House Greenhouse
The I-HG Prototype
The Experience of Growing
The I-HG Website
What do customers think?
The Dutch market
Business forecast
Conclusion

3. How can they fit together?
The In-House Greenhouse
How can they fit together?

4. Your Life in the City You do not have a garden
Without garden you miss out on homegrown vegetables
Healthy
No genetic modification
Fresh
Juicy
Tasty

5. Buying Global, Neglecting Local?!
Your Life in the City
You do not know people around you
Have your kids never seen food naturally growing?
Do you care about the environment?
SUCKS!
Buying Global, Neglecting Local?!

6. The In-House Greenhouse

7. The In-House Greenhouse …EXPERIENCE the growing and ENJOY the sharing!
Home based platform for growing vegetables, herbs, etc.
Flexible, Movable, Changeable, Modern Design
Connected to central water supply
Optional solar panel for heating
Linked to your computer and social network
Good for your health and environment
Great educational tool for your children
It‘s easy, it‘s fun, it‘s In-House Greenhouse …
…EXPERIENCE the growing and ENJOY the sharing!

8. The I-HG Prototype

9. Click screen to play video on youtube.com

10. The I-HG Website

11. What do customers think?
“If it grows stuff like lettuce, tomatoes, basil, I would certainly consider buying it!“
“Investing in biological and healthier vegetables without pesticides is worth it!“
“Sounds crazy but exciting! I should definitely try it out!“
“Does it grow hemp? [I guess yes.] Well then can I get it from you right now?“

12. The Dutch market 1 300 000 potential buyers
10 million Dutch people live in city areas
Around 1/3 without a proper garden
2-3 people per household
potential buyers
€ 40 target price for basic model
€ 15 – 40 for each extra feature
€ 60 – 70 expected average price
30% target profit margin

13. Business forecast

14. The In-House Greenhouse is… …EXPERIENCE of your life!
Conclusion
The In-House Greenhouse is…
EXPERIENCE growing your own food
EXPERIENCE a great taste
EXPERIENCE a good health
EXPERIENCE a greener lifestyle
EXPERIENCE meeting new people
EXPERIENCE for your children
…EXPERIENCE of your life!

15. Thank you for your attention!
For unlimited purchase call 0900-I-HG or visit
Thank you for your attention!