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Elevator Pitch (SCQA)

Situation (Background)

We use water every day, but we don’t think much about how and why we use water. Whether it’s directly or indirectly, humans have a lot of different needs for water.
Canada, having 7% of the world’s freshwater, has an abundance of freshwater and we depend on it for our everyday life. However, we use much more water than we need and often don’t consider the effect that has on our freshwater supply.

Question (Problem Statement)

Farming is one sector that uses a significant amount of freshwater and although agriculture is more mechanized than ever before, these practices are now having a detrimental effect on the quality of freshwater.

Answer (recommendation/solution)

What’s the solution to this? Farmers adopting more sustainable agricultural practices in their farms. This is where we come in, Introducing the Sideways Plant Company, a modular aeroponic farm built in shipping containers, were we combat the runoff of water and pollutants.

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PROBLEM

[1] Are Farmers Killing Our Water Supply?

[2] Lethal Algae Blooms - An Ecosystem Out of Balance

Inefficiency of watering

Agricultural producers used approximately 2.95 billion cubic metres of water for irrigation

Overuse of fertilizers and pesticides

Due to runoff, they affect downstream watershed and aquatic habitats

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SUSTAINABLE AGRICULTURE

Efficient production while using the Earth’s resources wisely and responsibly

Farming is one of many consumers of water and must share Canadian water resources

[3] The Health of Our Water Toward Sustainable Agriculture in Canada

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VIDEO PITCH

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AEROPONIC

AUTOMATED

FEATURES OF THE FARM

CLOSED WATER SYSTEM

NO PESTICIDES

using Full State Feedback, this algorithm monitors the conditions within the farm and adjusts for optimal growth.

the sustainable growth system used in this farm is to grow the roots in the open air, with free access to water, oxygen, and nutrients.

water is recycled and reused again on plants to eliminate runoff of fertilizers.

our farm is sealed against the variables of the environment, and thus requires no pesticides.

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Unique Value Proposition

Competitors

Portable and simple to install

Space efficient shipping containers

Aeroponics-based

300x more efficient compared to the average farm

Full State Feedback

Reduces water consumption and pollution

Easy to use app

Aerofarms

Produce goes directly to market
Aeroponics-based farms in large warehouses

Plenty

Produce directly to market
Hydroponics in large warehouses

FrieghtFarms

Hydroponics in portable containers, sold to existing Farmers

[4] 5 Research-Backed Benefits of Aeroponic Gardening

[5] Modern plant cultivation technologies in agriculture under controlled environment: a review on aeroponics

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[6] CAD resources

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Our UI

User Friendly
Convenient
Real-time, easy to analyze data
Remote Control
Sync across all of your vertical farming containers

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FINANCIAL PROJECTIONS

NUMBERS

INITIAL INVESTMENT

$450K

PAYBACK PERIOD

3.5 years

[7] Market research sources listed on sources list

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FINANCIAL PROJECTIONS

NUMBERS

FIXED COSTS

$450K

PRICE

$11K

UNIT COST

$7K

PROJECTED REVENUE

$4.4 million

[7] Market research sources listed on sources list

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COMPARISON

144m²

12m²

in regular land

vertical farm land

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MARKET ANALYSIS

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KRISTJAN HEBERT

“Mr. Hebert knows he needs to bequeath them a farming operation that is financially and environmentally sustainable – and it’s one of the main reasons why he has embraced innovation and digitization.”

-The Globe and Mail

1

“Central to risk management is the adoption of technology in farming” -Kristijan Hebert

2

[8] Why farming is a risky business

[9] High Tech Helps Canadian Farmers Face the Future with Confidence

Recognized as one of the best young minds in Canadian agriculture

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Field Connect

Crop Intelligence

[10] Xarvio

[11] Field Connect

[12] Crop Intel

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“Product innovation is very closely tied to our ability to grow crops more efficiently and sustainably. It’s about doing more with less in a way that contributes directly to Canada’s environmental sustainability goals.”

Jonathan Sweat, Vice-President BASF Canada

[13] BASF

[14] Globe and Mail

[15] Crop Life Canada

These companies are able to prosper
many farmers, like Mr. Hebert, embrace technological innovation.
Tech is here to stay, and as time moves forward, we will only get more customers as more farmers switch over to high-tech farms.
Regardless of whether farmers care about water efficiency, or are even aware of the costs related to water consumption, they will save. Thanks to automation, sustainability is no longer a choice.
Our farm is 98% more efficient than traditional farms. As water becomes more scarce, the funds saved with efficient farming systems such as this one will become more significant, further attracting more customers.
According to Jonathan Sweat, the VP of BASF Canada, there must be product innovation to grow crops efficiently.
If they are open to using gene editing and if they are open to using artificial intelligence, they will use hydroponics.
Our product is more space efficient and less controversial than existing technologies.
These companies are able to prosper because they have an effective operations department, as is also the case with us.

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OPERATIONS

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OPERATIONS

0-6 months

6-12 months

12+ months

R&D

research growing conditions and build prototypes

TESTING

test prototypes and make adjustments accordingly

build farms and start distributing them

SELL

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OPERATIONS

we will be producing the product locally ourselves.

PRODUCTION

DISTRIBUTION

transported by commercial trucks to farmers

REACHES FARMS

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TARGET MARKET DEMOGRAPHICS

EXPERIENCE

PSYCHOGRAPHICS

TYPE OF FARMER

Farmers who wish to reduce their water footprint and build the way to a sustainable future of food production and agriculture

Kale

Collard greens

Spinach

60%

Experienced farmers

Newer farners

LOCATION

Ontario

Quebec

Nova Scotia

40%

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Sustainable

High Price

Low Price

Non-sustainable

Traditional farms

Greenhouses

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Marketing: Price

Marketing: Place

Marketing: Promotion

Listing Price: $11, 000/container farm

Credit Term: 2/15 net 60 days

Channels:

Direct sales and website.

Interact with customers through agricultural conferences/exhibitions, trade shows.

Advertising: word of mouth, partnering with farmer unions (eg. national farmers union)

Publicity: product launch, product testimonials, news articles, social media, trade shows, and agricultural conferences.

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SWOT ANALYSIS

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STRENGTHS

Modular, portable, and easy to install

Reduces water consumption and pollution

Near 100% success rate for plants

Space efficient (6000 plants/container)

Plants grow 3x faster compared to traditional farming, in 10x less space

App to monitor plants and conditions in the container

Resists pests and protects against disease

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WEAKNESSES

Lack of connections to the farming industry

Product has a high initial cost

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OPPORTUNITIES

Good growth potential as our product offers many solutions to farmers (ie. cost, space, climate change)

High demand for new technologies to support global food availability

Can build containers for all kinds of produce

Cater to northern and isolated communities

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THREATS

Barrier to entry- unfamiliar technology to many farmers, must compete with traditional farming methods

Geoponics, greenhouses and hydroponics have a large market share

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Hiring

Human Resource Management

Board of Directors

Engineers

Region wide representatives

Small group

Familiarity with both

business and farming

Act as a bridge between us and the public

HIRING

We plan on recruiting a diverse group of individuals to fulfill our company’s goals and necessities. Our company will work with...

Engineers to assist in designing and refining our product and
Region wide service representatives that will assist farmers with any problems that may come up with the product.

BOARD OF DIRECTORS:

As a new company we would want a small group of directors that would have connections and networks with the business world and some knowledge about the farming industry.

We value having a board that strives to satisfy our customers needs

Our board of directors will drive the value of our company and act as a bridge between us and the public
INCENTIVE: Aeroponics and vertical farming is the future and is in more demand than ever before. Not only is this a profitable market but our directors will see firsthand the great reward and effect this has on communities and the environment.

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Company Representative

Finance Director

Graphics Design Lead

Senior Product Manager

The Team

Business Operations Director

Human Resources Director

Communications Director

Marketing Director

Maryam A

Edouard P

Sydney S

Timothy C

Ali L

Sarah H

Clarrie W

Angela T

HIRING

We plan on recruiting a diverse group of individuals to fulfill our company’s goals and necessities. Our company will work with...

Software and mechanical engineers to assist in designing and refining our product
A sales and marketing team team who will work on developing strategies to reach out to our potential clientele (current farmers)
A region wide service representative that will assist farmers with any problems that may come up with the product.

BOARD OF DIRECTORS:

Our board of directors will drive the value of our company and act as a bridge between us and the public
As a new company we would want a small group of directors that would have some familiarity with both business and farming.

That would allow our board of directors to relate to our customers while understanding the feasibility and resource friendliness of our product

Directors would want to join

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Organizational Chart

Management Office

Human Resource Department

Technical and Engineering Department

Board Of Directors

Sales & Marketing Department

Operations Center

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Market Expansion

Local Farmers

Phased Implementation

Real Estate Developments

15+ partnerships

10 types of produce

Farmers’ network

230 units sold

Community farms

The Sideways Plant Company will have 3 phases.

During the first phase, our goal will be to form 15 partnerships with local leafy greens farmers to try out the product. This will be split into 3 farms in ontario, 4 in quebec, 2 in nova scotia and 6 in bc. This will allow us to get a better understanding of the farmers’ needs. Additional partnerships will allow us to expand support to grow 10 different types of produce.

With this information we will then move onto the second phase where we reach farmers’ networks to increase awareness and interest in the product.

Once we sell at least 230 units, we will work towards our final phase to start selling the units to real estate developments. Rather than strictly being used on farms, the units will also be used in residential areas as resource-efficient community farms.

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Huge market potential

Dire need for a solution to water runoff and pollution

Only modular and aeroponic farm on the market

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THANK YOU!

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Sources

[1] Kristie C. () Are Farmers Killing Our Water Supply? - https://www.thedailymeal.com/drink/are-farmers-killing-our-water-supply

[2] Hance, J. (2020, January 8). Lethal algae blooms – an ecosystem out of balance. The Guardian. https://www.theguardian.com/environment/2020/jan/04/lethal-algae-blooms-an-ecosystem-out-of-balance

[3] Nickleson, B. L. (n.d.). 5 Research-Backed Benefits of Aeroponic Gardening. Tower Garden. Retrieved July 25, 2021, from https://www.towergarden.ca/blog.read.html/en/2015/4/5_research-backedbe.html

[4] Lakhiar, I. A., Gao, J., Syed, T. N., Chandio, F. A., & Buttar, N. A. (2018). Modern plant cultivation technologies in agriculture under controlled environment: a review on aeroponics. Journal of Plant Interactions, 13(1), 338–352. https://doi.org/10.1080/17429145.2018.1472308

[5] Basic CAD resources taken from https://grabcad.com/, https://www.spray.com/resources/spraying-basics/spray-patterns/flat-spray and https://us.misumi-ec.com/.

[6] Conversations That Matter. (2021, April 16). Why farming is a risky business (w/ Kristjan Hebert, Managing Partner of Hebert Grain Ventures). YouTube. https://www.youtube.com/watch?v=nfxAnavjV1A&t=864s&ab_channel=ConversationsThatMatter

[7] The Globe and Mail. (2021, March 24). High-tech helps Canadian farmers face the future with confidence. https://www.theglobeandmail.com/business/adv/article-high-tech-helps-canadian-farmers-face-the-future-with-confidence/

[8] Xarvio. (n.d.). xarvioTM - Canada (English). Retrieved July 26, 2021, from https://www.xarvio.com/ca/en.html

[9] FieldConnect. (2021, June 23). Mobile Field Service Management Software from. https://www.fieldconnect.com/

[10] Gee, K. (n.d.). Crop Intelligence. Crop Intelligence. Retrieved July 26, 2021, from https://cropintel.ca/

[11] BASEF Canada (https://www.basf.com/global/en/who-we-are/innovation.html)

[12] The Globe and Mail (https://www.theglobeandmail.com/business/adv/article-innovation-is-the-key-to-quality-and-quantity-in-food-production/, https://www.theglobeandmail.com/business/adv/article-high-tech-helps-canadian-farmers-face-the-future-with-confidence/)

[13] CopLife Canada (https://croplife.ca/)

[14] Global Industrial. (n.d.). RomoTech 550 Gallon Plastic Storage Tank 82124269 - Round with Leg Supports. Retrieved July 23, 2021, from https://www.globalindustrial.ca/p/romotech-550-gallon-plastic-storage-tank-82124269-round-with-leg-supports?infoParam.campaignId=T9F&gclid=EAIaIQobChMIjrznvO338QIVnSitBh2V1QnlEAQYAyABEgKBU_D_BwE

Grainger Canada. (n.d.). EXTRUSION,T-SLOTTED,25S,4M L,25 MM W. Retrieved July 23, 2021, from https://www.grainger.ca/en/product/EXTRUSION%2CT-SLOTTED%2C25S%2C4M-L%2C25-MM-W/p/WWG5JRY4

Tameson. (n.d.). Solenoid Valve ST-SA 1/2’’ brass FKM 0–16bar 120V AC. Retrieved July 23, 2021, from https://tameson.com/valves/solenoid-valve/2-way/brass/st-sa012b105f-120ac-solenoid-valve-2way-012inch-brass-0p0-16bar-fkm.html?id_currency=4&gclid=EAIaIQobChMInpX-nez38QIVEhLnCh25cgUzEAQYAyABEgLQtPD_BwE

The Home Depot. (n.d.). Behr Premium Plus Interior Eggshell Enamel Paint - Ultra Pure White, 18.9 L. Retrieved July 23, 2021, from https://www.homedepot.ca/product/behr-premium-plus-interior-eggshell-enamel-paint-ultra-pure-white-18-9-l/1000402561

Spraying Systems Co. (n.d.). Spray Patterns Flat Spray. Retrieved July 23, 2021, from https://www.spray.com/resources/spraying-basics/spray-patterns/flat-spray

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COSTS

Fixed expenses	Cost
Land	$100,000.00
Office	$50,000.00
Office equipment	$20,000
Salaries	$250,000.00
Utilities	$30,000.00
Total	$450,000.00

[14] Market research sources listed on sources list

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Item	Cost
Container	$2000.00
Spray nozzles	$46.20
Fertilizer storage container	$350.00
Water storage tank	$779.00
Electronics Cabinet	$200.00
Water hoppers	$240.00
Seed pods	$303.60
Wires	$50.00
Panel Carriages	$330.00
Rails	$882.00

Item	Cost
Steel framing	$150.00
Cellophane sheet	$11.90
Pumps	$500.00
Valves	$120.00
Paint	$90.00
Roll of LEDs	$250.00
Infrared heater	$900.00
Total (estimate)	$7000.00

[14] Market research sources listed on sources list