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

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

3. 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

4. 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

5. The Operations Plan

6. Location

7. Site Plan

8. PwC Process Flow

9. The Human Resources Plan

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

11. 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

12. 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

13. The Marketing Plan

14. Marketing Mix Products Sustainably grown seasonal organic produce Price Premium Promotion Networking, word of mouth, print media Place Vancouver, BC

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

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

17. The Financial Plan

18. ACTUALPROJECTED 201120122013201420152016 # of Rooftops 5101520 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 91,484 139,485 140,122 Gross Margin 50%48%58%59%73%74% Revenues, Net Income, Cash Flow

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

21. 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

23. ScenarioDiscount RateNPVIRR Base Case20%$138,25733.89% Worst Case25%$29,68028.75% Best Case15%$312,57038.64%

24. 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%