Growers Irrigation Limited is seeking £100,000 in equity financing to commercialize its patented irrigation technologies Growgen® and TogroTM. Growgen® is a simple, passive irrigation system that uses 50% less water than conventional systems by delivering only the exact amount of water plants need. It has been tested successfully for over 5 years. TogroTM is a variant for deeper-rooted plants. The funding will be used for final design, manufacturing, and marketing. The company believes the technologies can significantly impact food production and water usage worldwide. A 10% equity stake is being offered in exchange for the £100,000 investment.

1. And
Growers Irrigation Limited
A business plan for the development of

2. Table of Contents
Page 3 Key Highlights
Page 5 Executive Summary
Page 7 Introduction and Background
Page 8 Growgen is the right device at the right time
Page 10 Company description and Management Team
Page 11 Patent details
Page 13 How Growgen® works
Page 16 Aims, Objectives and SWOT
Page 17 Market Analysis
Page 18 Competitors
Page 19 Target Market
Page 20 USP’s and Competitive Advantage
Page 21 Marketing and Sales Strategy
Page 24 Funding Requirements
Page 25 Research and Development
Page 26 Financial Projections and Assumptions
Page 27 Valuation
Page 29 Recent News
Page 31 Patents
Page 32 Contact Details

3. Key Highlights
The Growgen® bench at Plumpton College, summer 2014
Growgen® is a very clever yet simple irrigation system. Fruit and vegatables flourish while
water usage is halved.
Current irrigation systems are either ineffective or costly and complicated. Only Growgen®
has the dexterity to automatically deliver the exact amount of water required by plants, no
more no less, without power and to such effect.
Growgen® is a patented technology exclusively licensed to Growers Irrigation Limited in the
US, Europe, India and the UK. ToGro™, which targets plants with deeper root systems, is
owned solely by Growers Irrigation Limited and is performing strongly and patent pending.
Growgen® has big implications for the environment, food growth and security. We estimate
that just one Growgen® unit and twelve growing trays would feed a family of four and cost
only £250. In addition, the market, social trends and government policy are most supportive.
Growers Irrigation Ltd is seeking £100,000 for a 10% equity stake in the company in order to
launch Growgen® and Togro™ and commercialise the project. We are confidant in our
products, the market, the production process and budgets, are debt free and ready for launch.
The UK watering market in valued at £80m. Assuming a 1% market share only in five years
time we value the company at a small multiple of invested capital. However, we believe that
Growgen® and Togro™ are „game changers‟ with far reaching implications.
“There is a strong demand for automatic watering devices but simple low cost solutions
founder on the difficulty of reliably delivering consistent volumes at the right time and
devices that address this problem tend to be costly” - Dr Simon Thornton-Wood, Director of
Science and Learning at the Royal Horticultural Society on the subject of automatic watering
instruments. Growgen® technology fulfils all the criteria Dr. Armstrong outlines for success.

4. A ToGro™ machine or ‗Robot‘ at Plumpton College, April, 2014
―Growgen® & ToGro™ solve several societal needs with a simple technology solution‖

5. Objective
To raise equity finance to launch Growgen® and Togro™.
Executive summary
Major societal trends include convenience and time management, the environment, water
shortages and charges. Growers Irrigation Ltd has developed a new irrigation technology that
addresses these issues and will revolutionise the way in which we grow food and plants.
Growgen® is an irrigation system that is both simple and unique. Gardeners save time,
money and effort and in doing so help the environment. The system cleverly lets plants do all
the work with no water wastage. The technology has potentially far reaching implications for
growing food and plants globally and especially in places where water is precious.
The virtue of the Growgen® technology is in its simplicity and hence it is easy to use,
reliable, low maintenance and low cost. It is also passive, requires no power, has no carbon
footprint and requires only 50% of the water used by conventional irrigation systems.
Growgen® has been proven and perfected over the last five years with the help of Plumpton
Agricultural College‟s Centre for Sustainable Food, East Sussex, UK and is a licensed
technology of Growers Irrigation Limited in the US, Europe, India and the UK.
The Growgen® technology, because of its unique system design, consistently delivers only
the exact volume of water needed by plants. In fact it is the plant itself coupled to the
Growgen® technology that dictates water requirement and not the other way around – water
is effectively pulled through the device by the demands of the plants rather than being solely
pushed through by sheer water pressure, as in other irrigation systems. The device ensures
that only the exact amount of water required by plants to grow is used, no more no less.
Growgen® comprises of three simple parts: a water control with gravity feed, a water valve
and a capillary tray that are all easily connected in series. The device is robust and proven to
operate across a broad range of water pressures and temperatures. Small and medium-sized
potted plants, hand harvested and salad crops flourished in Plumpton College’s
greenhouses.The system has also proven especially useful in plant propagation.
Market research by Growers Irrigation Limited cannot identify any product available in the
market at this time which has the advantages, applications and potential of Growgen®.
Accordingly, we believe that an opportunity now exists to become a key player in the water
irrigation market over the next five years by positioning Growgen® as the leading device for
simple, cost effective and water-saving irrigation. With a local UK gardening market worth
some £5.6b at present and growing, our busy lifestyles, an ever increasing environmental
consciousness and an ability to deliver a simple, cost effective solution, Growgen® is unique.
Another timely virtue is that Growgen® is not affected by the UK hose-pipe ban. It
conveniently uses a water container thus negating the need for hose-pipe or mains water feed.
However, in a greenhouse environment the device works with either a container/resevoir or
mains water feed and easily deals with the pressure differentials which further set it apart.

6. Our marketing will be outsourced focusing on social and digital channels to highlight our
green credentials. Our own research suggests several potential markets, supportive trends,
implications for automated management of plants in commercial spaces such as offices,
hotels and retail etc, in commercial growing, in education and for growing food and saving
water in environmentally-challenged areas worldwide - we estimate that one Growgen®
device coupled to 12 growing trays would feed a family of four in perpetuity and cost £250.
Growgen® is the product of many years of research and development by Growers Irrigation
Ltd and associates. All costs including development, testing, legal and patents have been born
personally by Growers Irrigation Limited‟smanagement team and shareholders to date.
We now seek equity finance to bring the technology to market and to fulfil its potential. We
are offering a 10% equity stake in Growers Irrigation Limited for £100,000. The funding will
commercialise the project and cover the initial outlay neccessary to bring Growgen® to
market.We are presently investigating representation and distribution agreements in
conjunction with our fundraising initiatives. The investment will specifically cover final
design and manufacture and sales and marketing.
In addition, a new-variant of the technology, Togro™, which is soley owned by Growers
Irrigation Limited, for plants with deeper root systems that require more water such as tubers,
is already in an advanced stage of development and performing well. Togro™ could be
commercialised and brought to market quickly and would cost half the price of Growgen®.
Our valuation is based on our intellectual property assets, licensing, goodwill including the
significant research and development to date and the huge potential of Growgen® and
Togro™. Furthermore, and based on our conservative assumptions of attaining 1% share of
the UK watering market only in five years time, equity investors could achieve a significant
return on their invested capital. Growers Irrigation Limited is debt free, confident in our
technology, the production process, timelines and budgets and ready for market at this time.
Growgen® and Togro™work are relevant and „on-trend‟. The dexterity of our device, range
of applications and implications for growing food while saving water, time and effort are
compelling. This coupled with our financial profile presents a very attractive risk/reward
proposition. Accordingly, we believe that our technology will be attractive to a wide range of
industries and investors. We have received several expressions of interest to date and
continue to seek funding opportunities while our R&D continues to progress strongly.

7. Introduction and Background
Inventor Malachi Christopher McKenna was one day charged with watering his garden‟s
large number of plants, as Mrs. McKenna was away. At the time, he had no choice but to go
plant by plant with a watering can. The time and effort required soon had Malachi thinking,
“Surely there must be a better way?” His solution is Growgen®. Together with agriculture
and irrigation experts at Plumpton College‟s Centre for Sustainable Food, the technology has
been successfully proven and perfected over the past five years. It works with virtually no
oversight and plants flourish using only half the water.
The key advantages the technology has over its competitors are that it is simple, requires no
power, and is cost effective and environmentally-friendly as it uses less water. The simple yet
unique manner in which water is controlled is the device‟s key. Only sufficient volumes of
water are drawn through the system. In fact it is the plant itself coupled to the Growgen®
technology that dictates water requirement and not the other way around. Water is effectively
pulled through the device by the demands of the plants in conjunction withthe tecnology
rather than being solely pushed through by sheer water pressure, as in other irrigation systems
“There is a strong demand for automatic watering devices but simple low cost solutions
founder on the difficulty of reliably delivering consistent volumes at the right time and
devices that address this problem tend to be costly” - Dr Simon Thornton-Wood, Director of
Science and Learning at the Royal Horticultural Society on the subject of automatic watering
instruments. Growgen® fulfils all the criteria Dr. Armstrong outlines for success.
Growgen® has defied most expectations by working continuously for over four years at
Plumpton Agricultural College without breakdown.

8. Growgen® sufficiently impressed another leading agriculturalist, Professor J Moverley OBE,
for him to agree to join Growers‟ Irrigation Limited as Chairman with the specific intention
of highlighting the potential of Growgen® and to ultimately help commercialise the project.
“With some thirty years’ experience in agriculture and horticulture,
commercially, academically, in the public sector and as CEO of the Royal
Agricultural Society, I have seen many inventions both good and bad.
In my opinion the Growgen system is an absolute winner”
--Prof John Moverley OBE
Growgen® is the right device at the right time
 Today there are approximately 22 million gardens, roof terraces, balconies and patios
in the UK. This does not include personel allotment spaces, commercial properties
such as hotels, retail and office space or the thousands of hectares of commercial
growing space. The fact that the UK is a land of gardeners coupled to strong Locally
Sourced and Grow Your Own trends presents a significant opportunity.
 According to Britain‟s chief scientific advisor 70% to 100% more food will be
required to feed a world population of nine billion by 2050. The key metric is that it
will need to be produced using half the energy, land and water that is currently
required. Because of the likely effects of climate change on the availability of water
for crops over the next 40 years, a farmer currently growing 20 tonnes of wheat for
instance on 20 acres would need to grow between 68 and 80 tonnes of wheat on that
same land by 2050 with no increase in energy or water consumption.
 Dr. Sean Rickard, an agricultural economist based at the Cranfield University School
of Management recently stated that “we have to double food production and speed up
science and innovation in this area, and we might fail”. With this in mind household
industry names such as Nestlé and Mars are pursuing more sustainable production
with varying ambitions. In addition, recent droughts in Australia, Russia and even
more recently in California in the US and the UK serve to highlight the chronic global
water shortage and the ever increasing problem.
 Central to the rise in Asian economies recently has been the transformation of its
cities as they lure rural dwellers in their millions. But a new report by the Asian
Development Bank (ADB) says that Asian countries must act swiftly to make their
cities greener or they face a bleak future. Since the 1980‟s, Asia has urbanised at a
faster rate than anywhere else in the world. Almost half the world‟s city dwellers live
in Asia and in just over a decade‟s time it will have 21 of 37 megacities worldwide.
Another 1.1 billion people are expected to join Asia‟s already enormous urban
population within 30 years.

9.  ADB‟s chief economist, Changyong Rhee, says “Asia has seen unprecedented urban
population growth but this has been accompanied by immense stress on the
environment‖. ―The challenge now is to put in place policies which will reverse that
trend and facilitate the development of green technology and green urbanisation”.
 At a local level, the UK‟s house-pipe ban clearly illustrates the issue. Growgen® has
been specifically designed with this in mind and does not require a house-pipe or
mains water feed, a further competitive advantage. However, in a greenhouse
environment the device works with either a resevoir or mains water feed and easily
deals with the pressure differentials, which further differentiates it.
 The UK government has recently announced the launch of a new scheme that aims to
encourage the creation of innovative new renewable energy technology. Introduced in
May of last year by deputy prime minister Nick Clegg, the Green Genius competition,
„Greenius‟, will aim to encourage UK businesses to develop new ideas to solve
questions pertaining to sustainable food, water and energy production. Entrepreneurs
and businesses are invited to compete for funding for the further development and
commercialisation of technology that can help generate green energy, reduce bills for
households and manage the UK's natural resources more effectively.
 Mr Clegg noted that Britain's green sector accounts for 8% of GDP, more than any of
the other leading industrial G20 nations, while sales and employment in the industry
are demonstrating year-on-year growth. Secretary of state for energy and climate
change Edward Davey said: "To tackle climate change and move to a clean energy
system, we need to change the way people use and think about energy‖.1
 Another recent trend is urban Vertical Farming whose advocates claim will soon
change the way in which city dwellers access food. Instead of transporting food into
cities from farms at a massive environmental cost it is grown in greenhouses and
polytunnels and on rooftops above street level. New York city leads the way with a
recent veritable „gold-rush‟ by companies to obtain the rights to servicable plots.
 Social Impact Investing, designed to provide social benefits as well as commercial
return, is yet another recent trend. The City of London Corporation, for instance, is
working hard to promote London as a leading global centre for social investment with
the likes of the $3.6bn Rockefeller Foundation backing investments that offer social
benefit similarly.
1
Rachel Smart of Alertme.com (2012).

10. Company Description and Management Team
Growers Irrigation Limited is a UK-registered company incorporated in late 2011 to oversee
the development of Growgen® and Togro™.
Professor John Moverley OBE, MA(Cantab), FRAgA, FIAgE – Chairman
A world-renowned agricultural expert and the former Chairman and Chief Executive of the
Royal Agricultural Society, Professor Moverley has held the position of Principal at several
leading UK agricultural colleges including Lecturer in Management and Economics as well
as Research Fellow at Nottingham University and The University of Central Lancashire.
Professor Moverley has also previously worked for the Prince of Wales Business Leaders
Trust on advising on restructuring Hungary‟s state agriculture and horticulture sector. He was
the Ministry of Agriculture/DEFRA‟s accredited consultant in Estonia, Romania, Slovakia,
Ukraine, Bulgaria, Cuba and Egypt as well as a board member of North West Development
Agency. He is author of Microcomputers and Agriculture, published in the UK and Australia.
Mark Sheahan FRSA – Consultant
Mark Sheahan is currently Inventor in Residence at the British Royal Library and a Fellow of
the Royal Society of Arts. Mark is the Managing Director of Compgen Limited, Proprietor of
Plasgen Design and Putdown Traps. Other directorships include the Institute of Patentees and
Inventors and Ambosco Ltd. Mark has significant and varied experience in packaging closure
technology, web design and running a commercial plastics manufacturer where his company
was previously the preferred supplier to the industry heavyweight Hozelock Group. Mark is
also an award-winning inventor and patent holder.
Malachi Christopher McKenna – Founder & Chief Technical Advisor
Malachi McKenna is an Electronic Engineer by profession and joint patent-holder. He was
recently named Inventor of the Year at Surrey Inventors Club and holds several global patents
in the areas of fluid dynamics and security.
Nigel Ellis – Technical Advisor
Nigel Ellis is a former lecturer and director of Agricultural Science and Garden Design at
Plumpton Agricultural College in East Sussex, UK.
Eric Freestone – Technical Advisor
Eric Freestone is an agriculture and irrigation expert at Plumpton Agricultural College. Eric
has helped test and perfect the Growgen® technology over the past five years. He has twenty
years of experience in propagation, horticulture and irrigation systems.
Niall O’Brien – Advisor
Niall O‟Brien is a Fellow of Trinity College Dublin where he lectures in finance. He has 20
years capital markets experience with Fortis, Prudential, Cantor Fitzgerald and Davy. He has
consulted in the areas of risk management and regulation and also in the private equity space.

11. Patent details
The following patents have been granted or applied for:
International Application PCT GB2007/000158 (WO2007GB00158 20070119) – Granted
US patent number US7971390
EU Patent - EP 1991046 –Pending - patent expected this year
India Patent app no. 6881DELNP08 – Pending
UK Patent - GB1116681.6 – Pending – patent expected this year
WO2007GB00158 20070119 - Growgen® water feed assembly
US Patent - 12/161895 - Patent Published & Pending
US patent number US7971390
Eric Freestone inspects plants grown using Growgen®

12. Patent details
Patent
Application
No.
Description Illustration
WO2007GB0015
8 20070119
Irrigation apparatus
There is described an irrigation apparatus for providing water to one
or more plants (1) growing in a growing medium (3) contained in a
pot or tray (4), the irrigation apparatus (6) comprising: a water
container (9) mounted to a base (7) below the tray (4) for vertical
movement between an upper position and a lower position; resilient
means (10) mounted to the base (7) to urge the water container (9)
toward the upper position; water supply means for supplying water
to the water container, the water supply means including a control
valve (12) having an open and a closed position for permitting and
preventing flow of water into the water container (9), respectively;
and operating means mounted to the water container (9) and
operable to close the control valve (12) when the water container is
in its lower position; the arrangement being such that when the
water container (9) contains water and is in its lower position, the
surface of the water in the water container is at a predetermined
distance below the underside of the tray (4) supported on the base
(7) .

13. How it works
Much of the time plants are under watered or indeed overwatered and by as much as 100%.
Watering plants also incurs much time and effort. Control and reliability are major issues
with solutions complicated and costly. Growgen® introduces an intermediary stage or „water
control‟ between the water source, the mains feed or water resevoir, and the water valve. The
water control which includes a tipping/gravity feed, accepts water from the source only when
the control unit is empty and stops accepting water automatically when full. This water is
then naturally drawn through the system via the valve and capillary trays and finally absorbed
by plants. This control stage effectively empowers plants to dictate their own water
requirements saving some 50% over conventional irrigation and dripping systems. Once
empty, the water control again automatically accepts water from the source thus perpetuating
the cycle and passive, water efficient plant growth.
Most watering systems simply deliver water using either direct water pressure or by pre-
determined fixed quantities. Neither has the dexterity to meet the exact and changing
demands of plants. This intermediary or „control‟ stage together with a gravity based water
feed mechanism contained within is the key and differentiates our system.
Process
Water flows from the source into the control stage.
Once full the control stage automatically closes and stops accepting water from the source.
Water is then drawn through the valve and capillary trays by the plants.
Once the control is empty it recognises this, opens automatically and refills.
Once full it automatically closes again thus passively and effectively regulating water usage
and perpetuating efficient plant growth.

15. Technical drawing of Growgen© valve
Picture 1: The central unit delivers water to the adjacent trays which feature a patented
channel and capillary mats. Picture 2: The water feed/resevoir, water control and valve.

16. Long-term aim of business
To become a key player in the water irrigation market in the next five years by positioning
Growgen® and ToGro™ as leading devices for passive, cost effective and water-saving
irrigation. At this time our primary focus is the UK market but we acknowledge the
commercial applications and implications for growing food where water is scarse or costly.
Near-term objectives
1. To raise finance by offering a 10% equity stake in Growers Irrigation Ltd for £100k.
This will cover the initial outlay required to launch Growgen® and generate revenue.
2. To further prototype and study the commercial viability of other variant technologies
developed by Growers Irrigation Limited such as Togro™.
SWOT analysis of Growgen®
Strengths
 A simple and effective automatic
irrigation device that needs no power,
is cost effective and saves water.
 A unique system for controlling the
mechanical flow of water meaning the
technology and plants do all the work.
 Growers Irrigation Ltd‟s team, IP
assets, financial profile and valuation.
 The Growgen® and Togro™ brand-
names which are strong and
descriptive.
Weaknesses
 The company is developing Growgen®
and ToGro™ from ab initio and
requires funding and distribution.
Opportunities
 To solve several societal needs with a
simple technology solution.
 The hosepipe ban in the UK has created
immense opportunities for Growgen®.
 The simplicity of the design will make
it appealing to the developing world.
There are no complicated or electronic
parts to break down making the device
robust.
 The UK gardening market is growing
with most supportive trends and
demographics.
 The current emphasis on „grow your
own‟ and „locally sourced‟ creates the
need for innovative solutions where
people, especially in an urban setting,
are often short of land.
Threats
 Hozelock controls most of the
irrigation market.
 Growgen‟s potential is not identified,
communicated or exploited fully.

17. Market analysis
The irrigation & automatic watering systems market in the
UK is a subset of the larger gardening market, which
according to latest figures, is worth over £5.6bn (The Daily
Telegraph, 21/5/12). Gardening is a huge business in the
UK, with over 27m gardeners across the island. Since 2008,
the value of the market has grown 155% from £3.6bn
(Datamonitor, 2013). There are over 1,000 garden centres,
including the three top retailers in this area: Wyevale (now The Garden Centre Group),
Dobbies and Notcutts, all sharing under 6% of the whole market (Garden Action, 2013). It is
a highly fragmented industry, dominated by small, family-run gardening shops.
The watering market
According to Horticulture Week, 12/3/14 the UK watering market is worth £76.9m. Demand
for smart irrigation systems has skyrocketed recently due to urbanisation, time management,
living standards, trends such as „grow you own‟ and „locally sourced‟ and environmental
issues. However, most watering systems are banned, but micro-irrigation products such as
Growgen® are not subject to the hose-pipe ban because the system feeds from water stored in
a resevoir or container. However, Growgen is still compatable with a mains water feed for
indoor and or commercial growing. The Guardian has a section covering the FAQ regarding
the hosepipe ban in the UK2
.
2
http://www.guardian.co.uk/environment/2012/apr/04/hosepipe-ban?INTCMP=SRCH
UK garden market growth (bn/£)
2009
2010
2011
2012
£76.9million
The value of the UK
watering market

18. Competitors
The role of Growers Irrigation Limited puts us in potential competition with the likes of the
Hozelock Group, Irrigatia, Gilmour, Smart Tech and other well-established gardening and
irrigation companies. However, after studying their and other such offerings, we can not
identify a system with the characteristics and advantages of Growgen®. Despite market
presence the products are similar, less innovative, more costly, complicated and less „green‟.
Growgen® versus other watering devices. Growgen® is a unique product for the many
reasons explained throughout this document. The preliminary retail price per unit has been set
at £60.00, with an estimated cost of production of £15.00 per unit. How does the £60.00 price
tag compare to other watering devices? Here is a breakdown of some of existing products:
Product Company Price Features Hosepipe ban
status
20 Pot Automatic
Watering Kit
Hozelock £69,99
(at Homebase.co.uk)
Battery-powered.
Connects to the
mains. Extensions
available at an
additional cost.
Exempt
Automatic
Holiday
Watering System
Hozelock £69,99
(at Homebase.co.uk)
Battery-powered.
Connects to
mains. Waters up
to 10 plants.
Exempt
Aquapod
Greenhouse
Watering Kit
Hozelock £29,99
(at Amazon.co.uk)
Battery-powered.
Connects to
mains. Waters up
to 10 plants.
Banned
Automatic Solar
Drip Watering
System
Irrigatia £85,99
(at Amazon.co.uk)
Solar-powered.
Can water 24 pots.
Water dripping
system.
Exempt
The growing facilitiess and Growgen® bench at Plumpton Agricultural College

19. Target market
At a local retail level and using the Horticultural Trade Association‟s Garden Spender
Segmentation, Growgen® is a product that most likely suits the profile of Convenience
Gardeners. The profile for this type of customer is as follows:
We believe that convenience gardeners will purchase Growgen® and or ToGro™ because,
for them, gardening may not be a priority or top of their everyday agenda. By using
Growgen®, gardeners will be confident that plants are automatically watered and with the
exact amount of water required while they continue with their busy lives.
Growgen® has proved especially useful in growing salad crops and hand harvested crops
such as lettuce, onions, tomatoes, aubergines for instance and thus appeals to millions as
Grow Your Own and Locally Sourced themes are now the norm.
Growgen® has been proven in a commercial test-growing environment and therefore has
potantially significant applications for industry. The efficacy and attributes of Growgen®
could also have significant third world implications.
Growgen® could be of huge interest to the primary education sector with over 17,000
primary schools in the UK alone. Growgen® is an ideal tool to teach, develop and assess
while also being fun, interactive and rewarding.
Growgen® aims to aggressively target all of these segments using focused and cost effective
social and digital media as well as more traditional methods such as trade-shows and print
media.The campaign will be outsourced were neccessary and we will look for the maximum
return from our marketing budget.
Growgen® and ToGro™ can satisfy abroad range of societal needs and therefore has a vast
number of potential users from personal to commercial to third world.
The interest in gardening within this segment tends to be
overshadowed by busy lifestyles. Gardens are not as large as
those within the gardening proud segment, so there is not
the same need to become more proficient at gardening.
They could, however, be tempted by convenience offers
and gardening services.

20. Competitive advantage
The biggest source of competitive advantage is the simplicity of our product. Growgen®
performs a big task in gardens but uses no power and little effort. Plants and the technology
do all the work between them which together beats the many more complicated, power-
dependent devices found in the market today. Because of its simplicity it is reliable and has a
low production cost. The system has been proven to operate seamlessly across a broad range
of water pressures and temperatures and requires only half the water needed by conventional
irrigation systems. The technology works, is relevant and „on-trend‟.
Growgen’s benefits to consumers – Unique selling points
 Energy-free: Growgen® does not require any power to operate thus customers incur
no energy costs or power issues whatsoever.
 No carbon footprint: Due to Growgen‟s passive, energy-free characteristics the
technology has zero carbon foot-print.
 Independent: Growgen® requires little oversight or intervention thus gardeners will
be able to significantly reduce maintenance time.
 Simple: There are no complicated or powered parts and the setup procedure is simple:
just make water available and the device will do the rest.
 Reliable: Long-term testing highlights the products robustness and efficacy. At
Plumpton College two units performed without breakdown over a four year period.
This is due to the fact that there is only one moving part which helps also prevent
clogging in adverse conditions such as algae attack or insect secretion.
 Price: Due to its simplicity Growgen® will be cost effective and thus an easy
purchase decision.
 Water-saving: Plants together with Growgen® use only the exact amount of water
necessary to grow, no more no less, as ultimately the plants regulate themselves. We
calculate that Growgen® uses 50% less water than conventional methods such as
spraying or dripping. This particular benefit has potentially wide ranging implications.
 Dextrous: Growgen® is exempt from the hose-pipe ban as it uses a water container.
However, the device can be attached to a mains water feed if used in a greenhouse
and deals easily with the water pressure differentials that other devices find difficult.
 Efficacy: At Plumpton College plants and vegatables flourished.
 Sustainability:We estimate that just 12 growing trays together with one Growgen®
device would grow enough food to maintain a family of four and cost only £250.
 On-Trend: Grown Your Own, Locally Sourced, Social Impact Investing and Vertical
Farming trends are strong and growing.

21. Marketing and sales strategy
Throughout the document we have highlighted the strengths of Growgen®. The marketing
strategy put forward by Growers‟ Irrigation Limited will emphasise the following attibutes:
 Growgen® will target convenience gardeners by informing them that plants will
need little oversight or maintenance and will save them time.
 Growgen® will highlight the simplicity, reliability and the corresponding low price
thus making it a straightforward purchase decision.
 Growgen® will highlight the zero energy requirements, zero carbon footprint, the
50% reduction in water usage and its far reaching sustainable attributes making it
a compelling „green‟ investment.
Another key point in the UK marketing strategy is again to highlight the fact that Growgen®
does not fall into the hosepipe ban category. Growgen® has been designed with this in mind
and does not require a house-pipe or mains water feed, a further competitive advantage.
Again, the most appropriate way to reach the target market is via a marketing campaign that
focuses on the convenience and green credentials of Growgen® and communicating this
effectively. Trade or specialty publications may not necessarily add significant value in the
near-term at least since we assume that convenience gardeners by their very nature have busy
lifestyles and other priorites and hence do not read such publications.
Social and digital media including the likes of Facebook, YouTube, Google, Twitter and
blogging, on the contrary, are consistent with such a busy cohort and so will form a
significant part of the marketing strategy. For the more mature, less tech-orientated
Growing benches at Plumpton College, 2013

22. convenience gardeners targeted advertising, direct marketing and instore demos would prove
invaluable while also providing simple intructional videos. Thus we will prevent people from
dismissing the product due to lack of reliable proof as to how it works. We understand that
we are making big claims about the success of Growgen® and will endeavour to back this up
with as many methods and channels of communication and endoursement as possible.
Looking at the trends in demographics, younger more tech savvy gardeners might appreciate
the technology itself, more mature gardeners will like the environmental and green
credentials and older, retired „baby-boomers‟ would appreciate the simplicity, cost and
reliability. All would appreciate the convenience. Thus the main attributes of Growgen®
automatically give it a significant retail customer base and huge cross selling opportunities.
In addition, Growgen® will also consider marketing itself where applicable by using more
typical methods such as joint ventures, distribution and or agency agreements, a sales,
marketing and PR campaign focusing on the environmental and green aspects of the product,
traditional print media, the Growgen® website, direct sales and marketing and by leveraging
off our own vast network of professional contacts, colleagues and supporters. Growers‟
Irrigation Limited has budgeted £25,000 for a marketing campaign and has access to social
and digital media consultants at little cost. The campaign will however be mostly outsourced.
The commercial growing industry is another huge potential market. In such an instance we
would specifically look at existing industry players to either help facilitate product placement
and market entry on our behalf by means of an agency or distribution agreement or
alternatively via a joint venture agreement with an equity investor or partner similarly.
Furthermore, Growgen® offers infinite possibilities in places such as continental Europe, and
with pressing need in Africa, Asia and the Americas where water resources are scarce or
costly. We estimate that just twelve growing trays together with one Growgen™ device
would grow sufficient food to maintain a family of four. Furthermore, the simplicity,
robustness and relatively inexpensive manufacturing cost will allow Growgen® to penetrate
In the UK the most numerous five year age groups are the 5-
year group born in the years 1946–51 (the post–World War
II baby boom); the baby boom born a generation later in
1966–71 (the largest group of all); and a more modest boom
a generation after that, born in 1986–91.The 1946–51 group
reaches retirement age from 2006 onwards (women from
2006 and men from 2011), and the sudden increase in the
number of people claiming the state pension has led
politicians and political commentators to fear a "pensions
crisis"—Wikipedia.

23. these large markets while seeking partnerships with international distributors and aid and
development organisations such as Water.org, Water for People, UNICEF, Water Aid, etc.
Growers Irrigation Limited and its affiliates would also benefit from the positive social and
humanitarian impact Growgen® would bring to such communities and help pave the way for
future applications or variants of the technology.
Branding is another decisive point in the positioning of Growers‟ Irrigation Limited. We
believe the brandnames Growgen® and ToGro™ are descriptive and powerful and will
resonate strongly with consumers.
Malachi McKenna, Niall O‘Brien and Eric Freestone inspect onions
and tomatoes grown using Growgen® at Plumpton College, August 2014.
“The Growgen system is ideal for raising seeds and cuttings and
growing smaller plants that can easily take up enough water in shallow
containers, small salad crops that thrive in a shallow growing medium;
and leaves, herbs, radishes etc. can also be grown to fruition easily”
- Eric Freestone, 2014

24. Funding requirements:
To raise finance on behalf of Growers Irrigation Limited by offering a 10% equity stake in
the company at a value of £100,000. This capital will commercialise the project and bring
Growgen® and Togro™ to patios, commercial spaces, gardens and balconies everywhere.
We break down the funding requirements as follows:
Final industrial/commercial design and tooling £20,000
Initial production run of 3,000 units £45,000
Marketing, Sales and PR £25,000
Prototype and launch ToGro™ £10,000
Funding opportunities:
To bring Growgen® to market directly with the help of minority investors such as:
Venture Capital
Private investors
SRI‟s and Social Impact Investors
Industry players - Manufacturers and or Distributers
Charities, Aid and Development Agencies and NGO‟s
Alternative sources of funding include:
EU Horizon 2020
Government funding and grants
Competitions – Greenius, Waterwise Innovation Awards etc.
EIS
Licensing and Distribution agreements – Agents, Manufacturers & Distributors
At this stage in the product development and given our strong belief in the potential of our
technology, our preference is for minority equity interest from an established industry player
rather than exit. Thus Growers Irrigation Limited will see the Growgen® and ToGro™
projects move to the next stage and allow us to participate in future valuation upside while
our R&D continues to progress and add real value in the interim.
Growgen® has already attracted the interest of several private and trade related parties as
well as large NGO‟s and is in on-going discussions at this time.

25. Research and Development
Togro™
At Growers‟ Irrigation Limited we are aware of
how innovation is key to the company‟s long-term
survival. This is why we continue our research and
are developing new products such as Togro™,
another of our patented technologies. Togro™ is
an anti-drip irrigation system especially designed
for tubers (e.g. potatoes, carrots, yams etc.) that
have much deeper root systems and require more
water. Togro™ is in a testing stage at Plumpton
Agricultural College and early indications are that
it performs strongly despite the complications of
the water requirements, root systems and growing
media depth.
Furthermore, Togro™ has been cleverly adapted
to deliver regular and larger doses of water rather
than a constant drip feed which is typical of most
irrigatin systems – “it is much better for the
plants”, Eric Freestone, 2012. This further
differentiates the technology and its efficacy. We
believe that this variant of our technology has
huge implications for patio and balcony growing
and for growing tubers in particular.
Malachi McKenna is also the inventor of Togro™. It is in the patent application stage, No.
GB1116681.6, and was submitted in September 2011. The granting of this patent should take
place later this year. This variaant of the technology is now ready for final prototype and
could be very quickly and cost effectively commercialised.

26. Eric Freestone with a ToGro™ ‗Robot‘in Plumpton College, April, 2014
Financial projections
Our valuation is based on our intellectual property assets, the goodwill including the
significant amount of R&D to date and the huge potential of Growgen® and Togro™.
Key assumptions (Growgen® only):
An achievable 1% share of the £80m UK watering market within five years.
No international sales or licensing, royalty or distribution agreements.
A verified production cost/unit of £15.00 to include the water feed, valve and growing tray.
A £30.00/unit sale price representing a 50% gross profit margin.
No direct sales and therefore a maximum gross profit margin of 50%.
A net profit of £10.00 per unit sold or a 33% net profit margin.
A retail price of at least £60.00 representing an attractive 50% distributer margin.
Minimal 5% sales or earnings growth thereafter
No overall market growth or growth in „Grow Your Own‟ or „Locally Sourced‟ trends
No commercial or industrial sales.
No revenue from sales of new variants such as Togro™.
No future economies of scale or potential partner synergies.
Once-off fixed costs (tooling).
No debt or interest payments, No capital structure changes/tax efficiencies.

27. Projected Valuation:
DCF:
For simplicity we have assumed straight-line market share growth with a low initial sales
target. In reality we would expect sales to be strong initially and to accelerate in annual or
growing season increments as Growgen® meets and exceeds gardeners‟ expectations. We
assume a 15% cost of capital to year 5, 10% thereafter with 5% long-term growth.
Year Mkt % Retail Sales Units Sales Gross Profit Net Profit DCF
1 0.2% £160,000 2,666 £80,000 £40,000 £27,000 £23,000
2 0.4% £320,000 5,333 £160,000 £80,000 £53,000 £40,000
3 0.6% £480,000 8,000 £240,000 £120,000 £80,000 £53,000
4 0.8% £640,000 10,666 £320,000 £160,000 £106,000 £61,000
5 1.0% £800,000 13,333 £400,000 £200,000 £133,000 £66,000
Total near-term cash-flow = £243,000
6 1.05% £840,000 14,000 £420,000 £210,000 £140,000
Horizon value = £1,400,000
Total value = £1,643,000
A 64%+ return over 5 years or an 11% IRR
Multiples:
Taking net profit or earnings of £133,000 after year five and applying a range of earnings
multiples of between 10x-20x yields a projected valuation range = £1.33-£2.66m.
Taking a net profit or free-cash-flow of £140,000, a 10% cost of capital and 5% growth in
earnings thereafter a projected DDM value or price = £2.80m

28. Calculations
Year Market % Retail Sales Units Sales Net Profit DCF
1 0.20% £160,000 2,666 £80,000 £27,000 £23,000
2 0.40% £320,000 5,333 £160,000 £53,000 £40,000
3 0.60% £480,000 8,000 £240,000 £80,000 £53,000
4 0.80% £640,000 10,666 £320,000 £106,000 £61,000
5 1.0% £800,000 13,333 £400,000 £133,000 £66,000
£243,000
6 1.05% £840,000 14,000 £420,000 £140,000 £98,000
DCF Horizon value = __1__. (FCFH+1)
(1 + r)t
(r-g)
= 1/(1.15)5
x(140,000/(0.10-0.05)
= (1/2.0) x (140,000/0.05)
= 0.50 x £2,800,000
= £1,400,000
Total value = £243,000 + £1,400,000 = £1,643,000

29. Award
The Crawley Horticultural Society has an annual competition to grow the biggest onion from
a specific batch of Kelsae raised from seed. For the last two years onions have been
germinated on the Growgen® bench, traditionally sewing them on Boxing Day, growing
them until early April and then distributing them to society members to see who can grow the
biggest. This year Eric Freestone himself won with an entry of just over 1.6Kg, pictured
below, which had been grown exclusively on the Growgen® bench at Plumpton College.
Eric Freestone‘s award winning onions, Sept 2013

30. Flyer used at the recent Strictly come Gardening show in Hayward’s Heath, UK

31. Patents

32. Contact details
Niall O’Brien Advisor
nobrien3@gmail.com
+353 87 989 6670
Eric Freestone Technical Advisor
eric.freestone@plumpton.ac.uk
www.growgen.co.uk