Matthew & Brita Willis ------ URBAN PIONEERS -----

Urban Pioneers - Exploring the Frontier of Sustainable

DesignPresented by Brita & Matthew Willis

Matthew & Brita Willis ------ URBAN PIONEERS -----

Presentation Overview

• The team• Our vision• Opportunities in sustainability• The concept • Competitive advantages• Next steps• Personal Lessons

Matthew & Brita Willis ------ URBAN PIONEERS -----

Brita & Matthew Willis

• Want to start our own business

• Complementing professional experience

• Mission-driven• Community-oriented

Matthew & Brita Willis ------ URBAN PIONEERS -----

Our Vision

•Add value to others’ lives•Live out our own beliefs•Express individuality

•This vision provides flexibility in how we implement it

Provide individuals with ways to combine beauty, functionality and sustainability in their living space

Matthew & Brita Willis ------ URBAN PIONEERS -----

Opportunities in sustainability

• Boom in sustainable building market

• Furniture & furnishings market expected to grow 7-8% in 2007

• Consumers looking for ways to live a more sustainable lifestyle

• Sustainable companies’ growth outpacing normal market growth

Matthew & Brita Willis ------ URBAN PIONEERS -----

Healthy Living

Matthew & Brita Willis ------ URBAN PIONEERS -----

Options for Market Entry

Interior designers / Architects

Distributor / Wholesaler

Showroom

Dealer / Retailer

Design Company

Design Company store/website

Commercial End Customer Residential End Customer

ImporterBroker

Our choice: Build experience and brand name through residential retail location, then extend into commercial sector as broker.

Implications: Moderate capital investment and risk exposure

Swedish trade

council, 2005

Matthew & Brita Willis ------ URBAN PIONEERS -----

Competitive Environment

Matthew & Brita Willis ------ URBAN PIONEERS -----

The Concept

• Sustainable furniture & furnishings– Nordic influence

• Services to promote sustainable lifestyle• Consumer:

– Mid-20s-40s homeowner interested in social responsibility and design

• Connect consumer to designer

Matthew & Brita Willis ------ URBAN PIONEERS -----

Competitive Advantages

• Exclusive agreements with designers• Cutting edge of sustainable

technology• Knowledge of production process and

materials

Matthew & Brita Willis ------ URBAN PIONEERS -----

Next Steps

• Become experts in sustainability• Build a network in NW USA

• Explore possibilities:– Create own product line– Include coffee shop next to the store– Expand to multiple locations and act as

a commercial broker

Matthew & Brita Willis ------ URBAN PIONEERS -----

Personal Lessons

• Clear boundaries between business and personal time

• Entrepreneurial spirit v. business reasoning

• Convince through clear communication

Matthew & Brita Willis ------ URBAN PIONEERS -----

Thank you for listening!