This was my team's (very enjoyable) masters thesis topic during our MSc Entrepreneurship at Lund University in Sweden. Starting from several concept ideas ranging from wine sealed in a glass, to vacuum sealed individual portion meat multi-packaging to a quit smoking phone app. We landed on this educational wine packaging concept. This was my last agribusiness focussed role before a career change toward the energy sector and renewable energy where I see massive change and opportunity ahead. I led the Speakeasy wine flights project and it took me to London, Burgundy, Dusseldorf and finally a wine importing role in China where, based on some wine education and knowledge I was given the lofty title of Chief Wine Consultant. I liked one Chinese wine import company I met at ProWein in Dusseldorf and shared the idea with them knowing that we could not get IP on the product and that the Chinese don't hesitate when it comes to implementation, and they didnt, by the time I arrived a few months later they were already manufacturing and selling a version of it, which was both a surprise and a pleasure to see. You can see a few amatuer videos of that here; http://tinyurl.com/Speakeasy-wine-flights-China In China I learned that a) the Chinese are relentless, b) I cannot drink that much, and c) while the Brits may scorn the mixing of fine wine with soft drink in China to make it more palatable, the Chinese are similarly bewildered by the idea of mixing milk with tea.

1. Speakeasy Wine Flights
Max Boronovskis / Paul Adesanya / Eric Barrier / Anders Dahl

2. Team
• Max Boronovskis
– Eight years’ experience in international trade
• Paul Adesanya
– Three years’ experience running health-juice
company
• Eric Barrier
– Three years’ bartending experience
• Anders Dahl
– Founder of Din Bartender

3. Our Mission
• To put a basic knowledge of wine within reach
of every person…
• …with a simple and enjoyable product
experience.

4. The Problem
• Few product categories are as confusing as
wine.
• The majority of consumers report feeling
overwhelmed by choice.

6. Our Solution
• We aim to demystify the wall of wine
– A multi-pack of half-size wine bottles
– Different wines, arranged in theme
– Accompanying education booklet

7. Product Concept

8. China: Our Target Market
• Finding the right partner
• Dynamic market
– Fastest growing wine market
– Strong demand for wine knowledge

9. Target Segment
• Most important factors when purchasing a
bottle of wine
• Usage situations
• Difficulty in selecting wine
• Desire to learn more about wine
• Information request:
food matching and assessing wine

10. Presenting the Information

11. Marketing Strategy
• Product
• Placement
• Price
• Promotion

12. At the Point of Sale

13. Can it Work for the Producer?
• As a way for the producer to showcase their
wines
• The relationship with wine education and
imported wine
• Taste experience and re-purchase

14. Business Model

15. Implementation Plan
• Business Plan: May 2009
• Finalize design: July 2009
• First Production: November 2009
• Full Launch: May 2010

16. Financing
• Seed – finalize design & first-run production
– 200,000 Euro
• Operational – trade credit for cash flow
• Bootstrapping

17. Scenarios
Year 1 Year 2 Year 3 Year 4 Year 5
2,000,000
1,800,000
1,600,000
1,400,000
1,200,000
BEST CASE 400k UNITS YR 5
1,000,000 EXPECTED 200k UNITS YR 5
WORST CASE 100k UNITS YEAR 5
800,000
600,000
400,000
200,000
0
-200,000

18. Risks
• Lack of Capital
• Market acceptance
• Partner risk
• Economic downturn
• Competitor risk
• Unforseen risks

19. Advisory Board
Thierry Coulon - MD Paul Sapin
Ann-Marie Kampar - CEO IDEON Agrofood
Kasper Aase - MD Signo d’Oro
Lars Sandberg - Dotank, the Packaging Arena
Tomi Gronfors - Director, Veen Waters
Warrick Sears - Creative Director, The Brand Agency
Katarina Goransson – Art Director, Happy Reklam Marketing
MENTORS – Lisbeth Böhm & Ernst Wehtje

20. Thank you

21. Questions?