Executive Summary of Eco Logisca GMBH

ECO LOGISCA GMBH  1 
  
  
Eco Logisca GmbH 
 
Teaser 
 
  
  
Confidential    
August 2008 
AUGUST 2008
2  ECO LOGISCA GMBH 
Notice 
The purpose of this Note is to gather preliminary interest

from a limited number of potential investors regarding the
possibility to invest into Eco Logisca GmbH (hereinafter
referred to as the Venture or the Firm) based private
company engaged in the logistics and online community of
information and nourishments.
 
Executive Summary 
 
The Offering and Mission 
The venture’s purpose is to promote and distribute safe and

affordable locally grown organic products in Austria while
endorsing safe and sustainable agricultural practices
throughout Europe and advancing energy sustainability
while harnessing the power of open-source collaboration.
Management is seeking seed capital needed to finance the

start, on-going beta and operations of the firm.
The venture will devise an informative consumer oriented

platform, a support group that wants to maintain their food
conscious lifestyle within an inflationary market, where
Austrian suppliers and the group collaboratively work to
build enduring relations in enabling vendors to market,
confer and showcase their products directly to the
consumer, to help the group informatively choose the right
products through participatory media with other
users/customers (decentralization) and in the process,
allowing the venture to become an intermediary in
facilitating the delivery of those goods to the group, while
armed with an incisive gradient operational strategy
targeting both food conscious families with an active
lifestyle and students within the city.
In this sense, the firm is not an e-commerce company, rather

a hybrid of the new online economy of our times,
AUGUST 2008
addressing the rising cost of food, due to increasing demand

and the expanding food conscious community.
Management’s goal is to capture in the process a share from

the market’s dominant player in the country’s retail
grocery super- and small markets, where the top three firms
control 78% of the 55 billion euro heavily brand
concentrated market, the more than 800 million Euros1 a
year of the direct marketing and online advertising sector
within Austria and the current organic food industry’s 590
million euro market, with the competitive edge of a
community/consumer oriented platform, collectively defined
suppliers and farmers, on time, quality delivery of fresh
organic perishable goods from local farmers and though the
conception of the firm’s ground-breaking business model.2
Model and Risk
Through the firm’s revolutionary utilization of the new

socioeconomic contracts of our time, in which, through
participatory media, users’ interactive gestures will become a
kind of medium of exchange, a currency where our
customers’ attention gestures will be of economic value and
of which will result to the depreciative costs effects of our
services. This concept will enable the firm to gradually and
perpetually discount the costs to supply our products to the
group.
Additionally, rather than the usual banner ad or Adsense

words that are so currently beloved and where the
employment of contextual targeting is falsely deemed to be
1
http://ub0.cc/6n/5
2
http://ub0.cc/1T/n
the best method of attracting consumers to a given ad, the

firm would concentrate on and realize the industry’s long
desire and overdue for the implementation and localization of
conducting direct and personal marketing campaigns
towards the end consumer, drawing rather upon our
customers implicit and explicit connections for efficient ad
targeting augmentation and relevancy.
Possible through management’s recognition of the inherent

potential of niche social media, our operational strategy will
enable us to charge nothing for delivery and require
minimal minimum delivery order charges.
The possibility also exists to distribute our products to the

group equal to or below the cost of procurement and still
allow the firm to sustain profitability.
Achievable through a revolutionary concept that

management has fashioned, the firm will ultimately position
itself to be a global leader in food distribution and logistics
of local scale (local living economy) and which will enable
the firm to optimally harness the localization and targeting
of direct personal advertising campaigns.
Management recognizes that there are several internal and

external risks inherent in the venture’s concept.
Attraction of consumers to the firm’s platforms will play a

major role in determining the firm’s supplier partners’ and
producers’ participation on Brand B’s platform.
Management has however crafted a model to determine to
what extent the firm can introduce its services to the market
and has taking all externalities into consideration.
AUGUST 2008
A strong marketing and operational strategy, customer

interaction, quality of service, vendor attraction and careful
screening of employees and service providers will mitigate
these risks.
Operational Growth  
Our Brands 
The venture is creating early growth under Brand A with

the on set concept of delivering leading recognized brands of
pre-packed goods, prepared meals, beverages and snack like
items at night. It will primarily function as the venture’s
secondary brand, which will diversify the venture’s exposure
and which will be marketed to a target market of students
and adults living in the city of Vienna during the after hours
of when most other procurement localities have ceased their
daily operations.
At this time, a limited number of firms exist. Other

competitions are in the form of nightly food stands that
operate in the popular nightly areas of the city.
Brand A’s growth will derive from the firm’s estimation of

4,000 exchange students that arrive annually in the city and
the total 130,000 of students attending the main colleges and
universities. These numbers exclude the students who
attend the private universities, language and other programs
within the city and whose institutions also receive incoming
exchange students.3
3
http://ub0.cc/19/5
Planned product offerings will improve and stay within the

realm of student living and concluding with breakfast related
grocery items, such as fruits, bread and dairy products.
Brand B will be implemented to include organic perishables,

such as fresh fruits, vegetables, dairy and bread, in addition
to organic meat and canned items from Austrian local
suppliers. The brand will serve to efficiently target and
create an online community for the food conscious families
with an active busy lifestyle.
All suppliers and vendors of Brand B are ultimately screened

and chosen by the group through participatory media.
Brand B’s target market and suppliers will be invited to
actively participate in the open platform, whereby the group
will rate, search, recommend, discussed specific suppliers’
and/or farmers’ products through gestures of attention and
where farmers will in effect compete to provide and
promote quality, fresh and reasonably priced natural organic
goods and obtain a new distribution channel to effectively
market those goods.
The firm will operate as a distribution channel and

marketing platform for the producers of those goods in a
declining direct-marketing market for the farmers of Austria.
The farmers market and yard sales are both markets of
which that have recorded a decline of 22% in the past five
years.4
Competition in this market (Brand B) exists and do pose a

threat to early growth for the venture. Management has
4
http://ub0.cc/5V/c
AUGUST 2008
carefully evaluated those threats and has strategically carved

out competitive advantages to mitigate those threats.
Along with management’s awareness and confidence of the

opportunity that exists within Vienna’s city limits and
surroundings of 1 million5 households, Austria’s current and
growing 20,200 organic farmers6 and Austria’s position as
number one consumer and producer of organic goods to
generate growth for the venture, other metropolitan areas
of the country will in the future also be targeted and
ultimately lead to favorable market conditions due to
inevitable future market consolidations for the sustainability
of efficiency within this market.7
The firm’s operational strategy includes the planning and

implementation of strategic complementary brands that will
serve to fulfill the venture’s short and long term growth and
expansion;
• Brand C will serve to target the growing organic farmers of

Austria, currently composed of 14% of all farms within
Austria, and
• Brand D’s democratization of distribution will serve to
eventually target all major cities in Europe and North
America.
Management forecasts above 100 million Euros in revenue

under five years when all proposed brands have been
executed. Details of our conjectures, of our model and of
our neutral assumptions will be included in an Info Memo.
5
http://ub0.cc/3s/7
6
http://ub0.cc/5q/3
7
http://ub0.cc/2r/7
Investment Highlights 
Management has crafted a pioneering

business model, which is posed to diversify
the firm’s risk exposure and to
Pioneering
competitively execute a market-leading
Business Model
role for the firm and which will
revolutionize the logistics of tangible goods
industry as a whole.
Driven from the demand of food conscious
consumers, the Austrian organic food
industry, rated number one in Europe, as a
Market Attraction  whole has persistently outperformed
comparable industries and the growing pre-
prepared food delivery segment ascertains
the firm’s growth sustainability. 
Operationally, the firm has instituted a

strategy to effectively market its services,
Innovative reach and penetrate its target markets and
Strategy   which will enable the firm to optimally
harness the localization and targeting of
direct advertising campaigns.  
Governmentally endorsed and guaranteed,

the Austrian organic food industry will
Market maintain its distinguishable growth for the
Sustainability & next decade and along with an European
European exposure, the firm and its investors will
Exposure  indisputably profit and attain a foothold as a
pioneer within this heavily EU subsidized
and supported industry.  
AUGUST 2008
1 ECO LOGISCA GMBH 
0 
Contact Details 
Mr. Jerry Nicolas
Kollingasse 10/6
Wien A-1090
Tel. 43 (0) 664 386 4216
Jerry.nicolas@gmail.com

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ECO LOGISCA GMBH 1

The purpose of this Note is to gather preliminary interest

The venture’s purpose is to promote and distribute safe and

Management is seeking seed capital needed to finance the

The venture will devise an informative consumer oriented

In this sense, the firm is not an e-commerce company, rather

addressing the rising cost of food, due to increasing demand

Management’s goal is to capture in the process a share from

Through the firm’s revolutionary utilization of the new

Additionally, rather than the usual banner ad or Adsense

the best method of attracting consumers to a given ad, the

Possible through management’s recognition of the inherent

The possibility also exists to distribute our products to the

Achievable through a revolutionary concept that

Management recognizes that there are several internal and

Attraction of consumers to the firm’s platforms will play a

A strong marketing and operational strategy, customer

The venture is creating early growth under Brand A with

At this time, a limited number of firms exist. Other

Brand A’s growth will derive from the firm’s estimation of

Planned product offerings will improve and stay within the

Brand B will be implemented to include organic perishables,

All suppliers and vendors of Brand B are ultimately screened

The firm will operate as a distribution channel and

Competition in this market (Brand B) exists and do pose a

carefully evaluated those threats and has strategically carved

Along with management’s awareness and confidence of the

The firm’s operational strategy includes the planning and

• Brand C will serve to target the growing organic farmers of

Management forecasts above 100 million Euros in revenue

Management has crafted a pioneering

Operationally, the firm has instituted a

Governmentally endorsed and guaranteed,

Mr. Jerry Nicolas

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ECO LOGISCA GMBH  1 