Timo Ketonen

Entrepreneurship and angel investing is about resilience

Timo Ketonen

Merkur Lectures in Business 2019

Kårens festsal | 19.9.2019

Content

• Introduction – Angel Investors in Finland

• Trending streams for investment

• Aboa Advest: Impact investing in a Family Office

• From Zero to One is not easy – case Plantui

• Conclusion

Angel Investors in Finland

Angel Investors

• The term ’angel investor’ has its origin in Broadway plays. Those who funded this form of entertainment were referred to as angels.

• However, angel investments are not gifts from the blue sky. They come with terms and requirements set by the investor.

• Professional angel investors are interested in companies with real growth potential. They do not invest in lifestyle companies.

• Investors look for passion in entrepreneurs – every successful

entrepreneur has passion. Show it when you speak about your

dream.

An investor that invests their own money into unlisted early-stage high-growth companies

Knowledge Networks Capital

Active Passive

What is a Business Angel?

Angels in the valley of death

Syndication shares risk

First angel investments are recommended to be done in a group to gain experience and share risk.

www.fiban.org/syndication

10%

40%

50%

High-risk investments

ANGELS

INVESTED ~240 000 000 €

~ 1900 STARTUP COMPANIES

Business Angel investments

in Finland 2010-2018

Finnish Business Angel

i nvestments

"Zero to One" describes the process of creating something radically new and taking it to the first step (or intensive growth). The phrase is used in contrast to the term "1 to n" (or extensive

growth), which means creating incremental improvements to what is already familiar.

Trending streams

for investment, besides Tech

Impact investing is attracting mainstream investors

Impact investment is capturing the growing attention of mainstream investors.

There is a growing awareness and an emerging community in the UK and

Europe, following on from the great work carried out in the United States so far.

This is a segment of investment that has been growing rapidly, and the Global

Impact Investors Network (GIIN) estimates from the latest annual survey that there is now $228 billion in impact investing

assets which is roughly double that of last

year.

• "Impact investing

generates a beneficial, social or environmental impact, as well as a

financial return.”

What is impact investing?

Source: Sitra; impactinvest.se

FoodTech is trending

• The future of food is relevant as we need to feed 10Bn people on Planet Earth

• The world needs 70% more food

• Aging population and trend for healthy food and wellbeing

create demand for

#futurefood

Aboa Advest is a Family Office

Aboa Advest and impact investing

ü Aboa Advest is a family-owned investment company focusing on startups and other growth companies.

ü We are particularly interested in impact investing : Impact investing generates a

beneficial social or

environmental impact, as well

as a financial return.

From Zero to One

“ ^“ Most of a tech company’s value will come at least 10 to 15 years in the future.”

Zero to One: Notes on Startups, or How to Build the Future: Peter Thiel, Blake Masters, 2014

Plantui is a Design & FoodTech company

• Company founded and development started 2012

• First product launch 2014

• PCT patents 9/2016

• Hydroponic Growth Method and Hydroponic Device

• Designed and engineered in Finland

• Red Dot award winning product

• The best product in the Indoor Garden category

• Production in EU (Finland, Lithuania)

• + 30,000 devices sold to date

• + 300,000 plant capsules sold

• Cumulative sales approx. 3M€

EAT REP

PU ED

HARC

SE-ROTATION4-12WEEKS

Plantui in brief

Singapore

• The market for Vertical Farming is estimated at 10€bn by 2025. Indoor Gardening at home enjoys a 30%

annual growth.

• Sustainability – an ecological way to grow your own greens

• Healthy lifestyle – enable everyone to live healthier lives

• Build a community of users,

exchanging experiences and growth recipes

• Complete product family and co-

operation with strong Business Partner builds the value of the Indoor

Gardening category Key Growth

Drivers

Consumer profiles

Urban Gardeners

Enabling gardening the year round

Design lovers

“Living light”

A beautiful design lamp

Food fanatics

Unique selection of plants

Families with children

Showing the miracle of growth

Health conscious

Pure & fresh food.

No chemicals

For whom?

• Worldwide patented technology and growth methods

• Minimum power consumption (9 W)

• Automated 3 spectrum LED lights with special Plantui light following the growth stage of plants

• Automated water pump running 3-7x day depending on a growth phase

• For 6 - 12 plants, multifunctional

• Pure, No soil, clean process, only water with nutrient

• Automated and adjustable Sleeping and Holiday mode

(WO2015144815) DEVICE FOR HYDROPONIC CULTIVATION (WO2015144812) HYDROPONIC INDOOR GARDENING METHOD

Plantui 6 Smart Garden

Plantui 6 is the flagship

product

Plantui 6 Smart Garden Features

• Worldwide patented technology and growth methods

• Minimum power consumption (5 W)

• Automated 3 spectrum LED lights with special Plantui light following the growth stage of plants

• Automated water pump running 3-7x day depending on a growth phase

• Pure, No soil, clean process, only water with nutrient

• Automated and adjustable Sleeping and Holiday mode

• For 3 plants

(WO2015144815) DEVICE FOR HYDROPONIC CULTIVATION (WO2015144812) HYDROPONIC INDOOR GARDENING METHOD

Based on Plantui 6 platform

Plantui 3e Smart Garden

• Worldwide patented technology and growth methods

• Minimum power consumption (5 W)

• Automated 3 spectrum LED lights with special Plantui light following the growth stage of plants

• Automated water pump running 3-7x day depending on a growth phase

• Pure, No soil, clean process, only water with nutrient

• Automated and adjustable Sleeping and Holiday mode

• For 3 plants

(WO2015144815) DEVICE FOR HYDROPONIC CULTIVATION (WO2015144812) HYDROPONIC INDOOR GARDENING METHOD

Moomin Garden

© Moomin Characters™

Based on Plantui 3e

platform

Moomin Garden Story Book

Now you can follow in Little My’s footsteps and grow your own fresh greens. With this book, together with three sets of Plantui Plant Capsules^*and your very own Plantui Moomin Garden, you can experience the miracle of growth through the eyes of Moomins.

• Recommended Plant Capsules: Mizuna, Tatsoi and Basil Minette

Easy – Fast - Healthy

• Volume picks up with the amount of devices sold

• 44 different plants + Experimental Kit, 6 different Collections

• 3 growth categories, 3-5, 5-8, 8-12 weeks

• Capsule package includes: 3 capsules with seeds and nutrients

• Booster tray increases usage of Plant capsules from 6 to 12 pods

• Microgreens – Superfood in just 7 days launching NOW

Plantui seeds

47 different plant seeds

+ 5 micro- greens

Kari Vuorinen CTO

Sussi Stendahl

Project Manager Outi Lehtimäki Customer Service

Manager

Elina Raaska Biologist Simon Gouaillardeu

eCommerce & Digital Marketing

Iiris Kuusisto Biotechnology Trainee

Christophe Buyle Supply Chain

Manager Piia Maaranen

CEO

Plantui

team

• Piia Maaranen appointed as new CEO

• Starting on 2nd September 2019

• Piia Maaranen has for the last 2.5 years been the CEO of Avanto Ventures, the leading Nordic corporate venturing house.

• Previously she was the COO and co-owner of tech startup Yogaia.

• Piia has over 15 years of experience in major FMCG businesses, leading sustainable business development and transformation globally. She starts in her new role at Plantui in September.

New CEO as of September2019

Plantui has all the keys to international success. It is a real pleasure to be part of the passionate team and to accelerate the growth of an innovative company, Piia Maaranen says.

”

Timo Ketonen CoB, Business Strategy & Finance

Ville Hurnonen Vice Chairman Digital Business &

Service Design

Riia Sandström Retail & e-Commerce

BOD roles agreed – main task is to support our new CEO to succeed

Martin Forss

CFO and exit stratgy Fredrik Ollila Global Business and

Biochemistry

PlantuiBoard of Directors (BOD) 2019-2020

everyone deserves a garden

Plantui.com-30% discount code’friends’

Entrepreneurship is about resilience

“A startup is the largest endeavor over which you can have definite mastery. You can have agency not just over your own life, but over a

small and important part of the world. It begins by rejecting the unjust tyranny of Chance. You are not a lottery ticket.”

Zero to One: Notes on Startups, or How to Build the Future: Peter Thiel, Blake Masters, 2014