1. Concept presentation 29 th. may Tallinn

2. Presentation Axel Jensen Director of GBU since august 2005. Responibel of business development Earlier experience from retail –Metro Cash and Carry ( Wholesale ) –Statoil ( Gasstations & Convenience stores ) –Apotekernes ( Pharmacies ) –GuldBageren ( Artisan bakery )

3. Agenda Presentation of the GuldBageren concept Benefits by being a part of a chain Questions

4. History of the GuldBageren A/S Voluntary chain Established in 1989 by 18 bakers 40 members in 1999 100 members in 2000 175 members in Today 122 members and 143 high profiled GuldBager outlets

5. What’s a voluntary chain Having the benefits by working in common High degree of indepence regarding management of own business No economic resposibility for other chain members Free to leave with short notice To be a chain member is seen as a way to increase the revenue, base to get a lot of problems solved and focus on procuction and sale Results / economic benefit Level of cooperation / loyalty

6. GuldBageren A/S Managed by a board of regional elected members Main office in Fredericia Manning –Director of chain –Reception and marketing 2 persons –Finance 2 persons –Consultants 3 persons Owner of GBU

7. GBU A/S Subsidiary of GuldBageren A/S Established 2005 Purpose to develop activities which will contribute to the strenght of GuldBageren A/S and connected partners –Education –Insurance program –Datawarehouse –Business and concept development

8. Rules of membership Education as an artisan baker Bakery with high level of quality and wide assortment Good financial status Be in a non competitive area for other members of GuldBageren GuldBageren

9. Obligations Be shareholder Loyal to the mandatory supplierprogram Participate in marketing program Economi Training and education program

10. A short trip to a danish GuldBageren member

11. Trends in the danish market Strong danish consumer economi Focus on healt, origin and nutrision Severe reduction in the numbers of artisan bakeries Growth in competition from bake-off and in-store bakeries Manning problems

12. The strategy Quality Assortment Service

13. Major concept elements Marketing program Campaigns Common assortment Krummeklub In-store tv media Common shopfront / clothing program Packething program Internet / intranet Economic Annual account regarding revenu and costs Consultants Education program Management Staff full and part time Quality Assortment Service

14. Marketing program Campaigns TV Bill boards Magazines Radio spots POS

15. Marketing program Campaigns Common assortment Dalily cake speciality offer All week bread & cake specialities

16. Marketing program Campaigns Common assortment Krummeklub ( loyalty club ) New consumer groups Rais shop visit frequency Raise average sale

17. Marketing program Campaigns Common assortment Krummeklub TV instore media Remote TV system 1-2 screens in every outlet Campaign & product information Controlled from Main office One supplier Boost sale of specific GuldBageren products (increase 15-30%)

18. Marketing program Campaigns Common assortment Krummeklub TV instore media Common shopfront / clothing program

19. Marketing program Campaigns Common assortment Krummeklub TV instore media Common shopfront / clothing program

20. Marketing program Campaigns Common assortment Krummeklub TV instore media Common shopfront / clothing program Packething program

21. Marketing program Campaigns Common assortment Krummeklub TV instore media Common shopfront / clothing program Packething program Internet / intranet Information about : –Working committees –Campaigns –Products –Krummeklubben

22. Objetctives of education Increase profit Improve the customer relationship Develop chain and members regarding the future Increase the speed of changeing processes Attract new qualified employees and upgrade the existing already employed

23. Strategy – the steps Assortment & Interior design Education IT – info Marketing

24. Strategy for education Sale Management Products & operation Full and part time employes Management

25. Strategy for education Salg Management Products & operation Sales manager Owners In the shop by the consultant’s

26. Areas of education Staff, recruitment, employing, and dismission Sales management, communication, motivation Economi, book-keeping, key figures, and budgetmangement Campaigns and marketing IT, Internet, Excel, Word,

27. Summary We are a chain based on 122 voluntary members All our members are artisan bakers We are highly profiled in our market Development are a ongoing process in GuldBageren We are open for sharing our knowledge

28. Questions ?

29. Thank you for your attention