Just Vertical is a company that aims to increase urban farming through modular vertical farms. Their goals are to improve accessibility, sustainability, food security, and use a circular economy model for residential and small-scale farms. They have partnered with Modular Farms co. and have developed various service models including seedling sales, farm ownership, harvest shares, and a sustainabox model. Their target consumers include millennials, condo dwellers, schools, and specialized restaurants.

1. Just Vertical
Unleashing the urban farmer
A company with the support of Modular Farms co.
Conner Tidd & Kevin Jakiela

2. Our Product
Let us introduce you!

11. 1.
Objectives and Goals
Why we do what we do

12. “
In a rapidly growing and
urbanizing world how can we
lessen the impact of food
systems?

13. Goals
 Accessibility
 Sustainability
 Increased food security
 Circular economy
 Residential and small scale

14. 2.
Where are we now?
Aside from an existenial crises due
to a rapidly approaching end of semester

15. Eric Amyot
CEO and Co-Founder
at Modular Farms
Key Contacts
Getting by with a little help from our friends
Outside Contacts
Futurpreneur Canada,
University of Toronto

16. Timeline
4.
Business plan
and outreach
(Jan 5th –
March 31st )
5.
Pilot project
(concludes
April 1st )
6.
Assess viability
and alternatives
(April 2nd )
1.
Idea
conception
(August 2016)
2.
Partner
collaborations
(Sept ‘16 –
Oct ‘16)
3.
Logistics and pilot
launch
(Nov ‘16 – Jan 5th)

17. Challenges
1. Difficult to communicate the value of the project online
or in print media
2. Initial capital cost, ongoing capital cost
3. Market penetration
4. Upfront costs of product for consumer

18. Strategies
1. In person marketing – what you see in front of you
2. The farm walls act as a marketing tool unto themselves
3. Grant funding
4. Use of U of T resources
5. Pricing strategy

19. 4 Service Models
SeedlingsOwnership Harvestable Sustainabox

20. thanks!
ANY QUESTIONS?
No need for Sustrana resources

21. Target consumers
✘Millennials
✘Condo unions and dwellers
✘Yuppies
✘Retirees
✘Schools and educational
✘Specialized bars and restaurants

22. Finance
✘Cost breakdown
✘Breakeven
✘Projections (cash flow, etc)
✘Price point
✘Licensing costs