2. WE RECREATE THE CLOSE LINKS BETWEEN THE WORK OF THE ORGANIC FARMER AND THE WORK
IN ALL THE KITCHENS – TRANSFORMING THE BOUNTIES OF THE LAND INTO FEASTS OF HONEST,
NUTRITIOUS , SEASONAL AND INSPIRED FOOD
4. The Boxes
Boxes in diverse directions
Vedge
Fruit
Mixed
Mealsoloutions
Fast
Classic
Local & climate
Local boxes as the new player where we
contribute to customers as a platform
+ Extras
22. Starting when they are 10 years old, the kids are totally open to authentic learning
We created a snowball effect where kids grow, cook & experience nature simultaneously
23.
24.
25. The Management
Finding the right key figures and using them!
The business plan
If it doesn´t work – try something different
@aarstiderne:
Weekly reports , monthly and quarterly accounts
2 year rolling budget
Killing the darlings
Work with professional money
AWARENESS
26. The Culture
The Choice to Change
The Help - The Educator
A Way of Living
@aarstiderne:
Taking action – manifesting a business
Perfectly timed
Transparency
Letting people in and let them participate
Show up
Stay present
Tell the truth
Get out of the way
FAITH
27.
28. A Clear Direction and a Simple Idea
What you need, but do not know yet … in 10 years
Being proud of farming and providing food again
@aarstiderne:
”Jordforbindelse” (grounding)
An authentic story.
Inspiration. Convenience
Money destroys everything - the lack of money the rest….
Ecology
THINKING INSIDE THE BOX
30. The Figures
40.000 customers
25.000 boxes pr. week. Sweden, 2500 boxes pr. Week
Delivering in 90% of DK
Growth rate in 2013 – 18%
2 farms + 35 growers in and outside DK
Turnover 39 mio Euros
Result 2,1 mio Euros
115 employees
46. Driven by the Customers
Markets are conversations
Conversations among human beings sound human
To speak with a human voice,
companies must share the concerns of their customers
Businesses want us to pay – we want them to pay attention!
@aarstiderne:
Started as a community
Street kitchens and events
Blogs, forums , social media and books
Conversations
PARTICIPATE
47.
48. Market
• Aarstiderne has a unique position in the market due to:
• The customers trust Aarstiderne to be able to decide what their meals
look like
• Aarstiderne solves a family problem around what to eat and how to
provide it
• Convenience – lack of time is a big challenge for a lot of families
49. Market Outlook
• The market is emmerging
• It is likely that COOP or Danish Supermarket will launch a online
supermarked
• High interest in locality and traceability. Aarstiderne as a platform for
reconnecting.
• First mover advantage. “Ownership” of categories on the Internet
• Demand for online availability throughout the platforms
• More competitors will enter, who will deliver at a lower price
50. STRATEGIC FOCUS
Too difficult to be good at everything
We are trying to do to much at the same time
We need to trim the business and get rid of “noise”
Vision:
AARSTIDERNE THE MARKET LEADER IN
E-COMMERCE ON ORGANIC FOOD
• MEALBOXES AND EXTRAS ARE THE MAIN GROWTH DRIVER
• SUBSCRIBERS ARE OUR KEY ASSET
51. MEALBOXES AND EXTRAS ARE
MAIN GROWTH DRIVER
Fine tuning
Extraordinary Extras
“Kings of organic convenience”
Simplifying the “message” to the customers on
distribution
Up-grade/development of e-shop and app.
Fine tuning processes
Smart offering of extras based on knowledge
Campaigns for all seasons.
Supply chain matches the customer life style
52. SUBSCRIBERS ARE THE KEY ASSET
(Re-)developing membership
Rewarding loyal customers
Communities
Sales
The Customer, the Farmer, the
Chef inhabits the @ platform.
They:
-Buy and sell
-Innovate
-Communicate
-Create
Interactivity with customers,
ratings, feed back, etc.
Membership cards
Special offers
Exclusive events
53. CHALLENGES
POST BILLESLUND – LOCAL PLATFORM.
Is this approach strong enough?
MEALBOXES:
Future development – what will be next?
