Vertically Urban

Idea

Introduction

We are a horticultural lighting specialist that produce high-tech LED lighting solutions for industrial indoor farms, glass houses, medicinal growers and onsite Pod farms, who in turn supply: supermarkets, restaurants and the medical market. In 2018, the global vertical farming market was valued at $2.2 billion dollars and is projected to reach $12.7 billion by 2026. We design and manufacture lighting solutions for Vertical Farms in standard or custom spectra. The industry is nascent but fast growing with companies such as Ocado and Marks and Spencer already investing in the sector. Vertically Urban uses unique production methods providing easy to clean, energy efficient, custom LED spectra lighting that can deliver improved yields to growers whilst using less power. Vertical farming has been tipped as the future of food production, such that early investors include Amazon’s Jeff Bezos. Our energetic team have twenty years’ experience in developing/marketing LED lighting systems.

Substantial accomplishments to date

We have a signed agreement with a client, owned by the Director of one of the largest growers in the United Kingdom. This includes, the design, development and deployment of a unique bespoke vertical farming luminaire to be installed into 5000m Sq of indoor farming space.

We have been working closeley with our partner bio-scientists to test the optimum wavelengths required for indoor farming.

We have been working closely with our manufacturing partners to design and develop a range of LED luminaires to be deployed for market feedback in Q3-Q4 2020

The Vertically Urban team have twenty years’ experience in developing such LED lighting systems, that are in use in some of the largest global companies. These skills are now being applied to a focused venture into horticulture. The Company must design and develop lighting systems that add value to the cultivation of crops. Given crop diversity, this will require different form-factors to facilitate top lighting, panel lighting or interleaved lighting; in different facility sizes, from a large scale greenhouse to a grow-pod in a school or restaurant.

If successful, valuable intellectual property and highly desirable products will be created. These will assist in the production of food in urban and non-urban environments. Through the commercial growth across UK and export markets, we will look to create new jobs in the UK.

Sales pipeline: £30M +

Monetisation strategy

The horticultural LED market is a fast growing environment and time is of the essence to establish a position and capitalise on the growth in a market that is forecast to enjoy 20% compound growth in coming years.

Revenues for our initial 'panel' client will roll-out across the first three years. In parallel, blade and hi-bay top lighting systems will be developed and deployed to market for the glasshouse and indoor top lighting market. Tuned wavelengths of these products will be marketed to salad growers, as well as medicinal plant growers both in the UK and more established export markets.

Our projected sales people: two for the UK and Europe, two for the North American market and one for the Middle East/S.E. Asia will identify regional resellers in these markets. These export opportunities are apparent in Canada and the USA for both indoor farmers and medicinal growers. We intend to work with strategic distribution partners in regions outside the UK for vertical farming opportunities.

Use of proceeds

The recruitment of a specialised and dedicated international sales force for the horticultural sector.

Development of the Vertically Urban brand to be recognised as one of the thought leaders in the lighting components required for vertical farming.

Development of market awareness via horticultural trade shows (for example, Greetech in the Netherlands) and product demonstrations.

Marketing material both online on our website but also targeted social media campaigns via B2B portals.

Development of market specific luminaires (with tuneable wavelengths) and required control systems to offer optimised products to horticultural growers. This will include offerings for vertical farming, glass house lighting and top lighting for indoor growers, including medicinal.

In addition to administration and finance staff, a sales led General Manager will be recruited together with 5 sales people; two for the UK and Europe, two for the North American market and one for the Middle East and S.E. Asia.