EUdream.eu start up presentation for InnoPitch 2013. Our mission is to build the EU Dream by protecting the crafts across Europe and enhancing the people’s talent, skills and extraordinary stories that represent the European vivid tradition.

1. “A dream you dream alone is only a dream. A dream you dream together is reality.”
– John Lennon
Claudia Iavorenciuc, 32
Strategy & Change
professional
Economist, MBA
Co-Founder
Strategy & Operations
George Iavorenciuc, 26
Start-up Manager
Studies in International
Affairs
Co-Founder
Partnership Development
Gabriel Bunescu, 27
Marketing & PR
specialist, Graphic
designer
Marketing &
Communication
Ciprian Cimpan, 26
Web Developer
Project Manager for
Online Development
Software Platform
Development
Ella Nitura, 26
Graphic & Web
Designer
specialist
Graphic Design and
Identity Creation
www.eudream.eu
www.eudream.org
Presentation
InnoPitch, Brussels, June 2013

2. Why Our mission, goal and objectives
Who Understanding our customer needs and values
Where Understanding our market and competitors
How Our business model for delivering value
When Implementation time-line
What Project funding needs and financials
= Challenges and Opportunities
Summary

3. Our mission , goal & objectives
Mission
to build the EU Dream by protecting the crafts across Europe and enhancing
the people’s talent, skills and extraordinary stories that represent the
European vivid tradition.
provide an online platform where craft men and women across Europe
come together, present their stories and sell their products.
Goal
2013 – create platform and introduce on the European market
Objectives
2014 – reach critical number of 2,500 craft members
2015 – extend support provided with partnerships for micro-financing
Why Who Where How WhenWhat =

4. Understanding our customer needs
and values
Why Who Where How WhenWhat =
Open to new markets within Western Europe with high buying power
Affordable web-based solutions for marketing, promotion and sales of craft products
Support through local Associations to build professional trustworthy online presence
Access to strong network of Craft Associations and members facing similar challenges
EU Dream
Proposition
Access to limited local markets with low buying power
Decreased local craft production
Low income, high risk - dependent on few buyers
Low attractiveness for new generations
Shortage of skills
Low capacity, dependent on owner & family
Negative impact on local economy
Problems

5. mymela.com
icraftgifts.com
Understanding our market and
competitors
Why Who Where How WhenWhat =
Webshop Network
Europe - Germany
shopwindoz.com
dawanda.com
Europe - the UK
folksy.com
notmassproduced.com
misi.co.uk
coriandr.com
The US
etsy.com
bonanza.com
artfire.com
supermarkethq.com
goodsmiths.com
handmadeartists.com
zibbet.com
marketplace.poppytalk.com
madeitmyself.com
ecrater.com
renegadecraft.com
spoonflower.com
freecraftfair.com
imadeitmarket.com • Very fragmented market with main online providers in the US
• High market growth in the US, with limited coverage of European
market
• Few players in Germany and the UK – focused on creative & gift
markets, pure web shop business model

6. Understanding our target market
Craft Buyers in Europe
Target Craft
Buyers
Western Europe developed market
the UK, Belgium, the Netherlands, Western Germany, Switzerland, Austria, North Italy
Why Who Where How WhenWhat =
The most significant purchasing driver is the skill behind
the craft.
• Offer of local European craft traditional and creative products
• Access to products and craft skills from developing Europe that otherwise are
hardly available
• Support local Associations to survive, protect and grow the traditional European
identity
EU Dream
Unique
Proposition
Attributes for the crafts: handmade, workmanship,
personal, genuine, rural, for everyone.
Only in England 40% of adults (16.9 million people) have
purchased a craft object.
A further 23% (9.6 million people) would consider buying
a craft object.

7. Understanding our target market
Craft Producers in Eastern Europe
Why Who Where How WhenWhat =
Target Craft
Associations
& Members
Developing Eastern Europe countries with local traditional
crafts still present
High quality and craftsmanship
Mostly rural presence with limited access to online
network
Low percentage focused on touristic products / gifts
Very poor online presence (if any) through own webpage
No online media marketing and promotion
Linguistic barrier stopping them to sell outside local country
Hard to get funding from financial institutions, because they are considered highly risk
businesses

8. Our business model for delivering
value
Why Who Where How WhenWhat =
EU Dream
Online
Profile
• Create Online page for Association
• Create Profile for selected members of the Association with story
of presentation (local language and English)
Build craft
products
portfolio
• Upload info for craft articles for sale, with professional
photographs, customization and logistics details
Market EU
Dream
• We conduct marketing campaign for EU Dream platform in Target Craft Buyers areas and
specialized media
• Ensure operability and maintenance for online operations, including email, web-page and
web-shop capabilities
Manage
online
operations
• Once order from buyer received, craft member creates and delivers products with
logistical support from local Association
Create and
deliver
products
• Manage security of transactions with confirmation of customers together with online
payment service provider
Confirm
transaction
• Customers give reviews and feedback to craft producers, and Association endorses the
reputation of local members
Build
reputation

9. Our business model for delivering
value
Why Who Where How WhenWhat =
Value PropositionKey ActivitiesKey Partnerships Customer
Relationship
Customer Segments
Channels
Revenues & funding
Costs
Specialized online
services for crafts
across Europe for
networking,
presentation,
marketing and
selling local craft
products
Operational
online
maintenance
Association
relationship
management
Social
media
marketing
Events
marketing
Local Craft
Associations
Regional &
European
Craft
Organizations
Chambers
of
Commerce
Local
authorities
Online
platform
maintenanc
e
Social
media
marketing
partners
Craft
associations
Members
Talented
independent
artists – crafts
Online
platform /
community
Social
media
Online /
social
media
Craft
Associations &
Organizations
Specialized
events & fairs
Specialized
magazines,
radio & TV
programs
Online
platform
Maintenance
& Content
editing
Marketing
campaigns
Photography,
translation
services
Salaries
operational
Crafts Re-
sellers /
networks
Commission
sales
Operational –
customers
management
Operational
transactions
governance
Key Resources
Network of
crafts
association
Network of
early adopters
& supporters
Team Online
platform
Apprentice
& craft
schools
SubsidiesAdvertising
revenues
Direct –
through
local reps

10. Project funding needs and financials
Why Who Where How WhenWhat =
Type of Cost Details Timeframe
Amount
(€)
Investment
Online Platform Development June - Sept 13 20,000
Operational Costs
Accounting & legal services June 13 - Mar 14 7,000
Content editing 1 FTE (first 6 m), 2 FTE (after 6 m) Aug 13 - Mar 14 12,000
Marketing specialist 1 FTE (first 6 m), 2 FTE (after 6 m) Aug 13 - Mar 14 12,000
Martketing campaign
- introduction on 5 major capitals @ 5000 Eur/each location Oct 13 25,000
- Christmas campaign @ 3000 Eur/each location Nov-Dec 13 15,000
- continous budget @ 2500 Eur/month starting 2014 Jan-Mar 14 7,500
- quarterly campains @ 1500 Eur/location Q 1 2014 7,500
Other administrative & transport expenses 7,000
113,000
Revenues Q 4 2013 1,181
Revenues Q 1 2014 11,625
12,806
100,194
Total Revenues June 2013 - Mar 2014
Total costs June 2013 - Mar 2014
Total funding need
Funding needed for initial
investment and operational
costs
Break-even reached in April
2015

11. Implementation timeline
Why Who Where How WhenWhat =
June – Aug
2013
• Online Platform Development
• Build Partnership network with local associations and organizations
Aug – Sept
2013
• Build Association web pages and Members profile with product portfolios
Oct
2013
• We conduct marketing campaign for EU Dream platform in Target Craft Buyers areas
and specialized media in London, Brussels, Amsterdam, Bonn, Milan
Nov - Dec
2013
• We conduct Christmas marketing campaign in Target Craft Buyers area and media
2014
onwards
• Develop Partnership network and reach total of 2,500 Members on the EU Dream
platform at end of 2014
2014
onwards
• Build online presence and reputation in the Target Craft Buyers areas, maintain
sustained sales growth rate in Europe
2015
• Start Partnerships with Micro-finance institutions and local authorities to support
increasing capabilities of the local craft EU Dream Members
• Develop crowd-funding capabilities on the EU Dream platform
• Extend support services for local crafts – according to specific needs

12. Challenges and Opportunities
Why Who Where How WhenWhat =
• Reaching critical number of local rural craft
associations
• Ensuring good responsiveness and quality of
materials provided by members
• Control over the quality and quick delivery of
products
• Building reputation in the Western European
market
Challenges Opportunities
• Unexplored market, with limited online presence
• Fragmented network of crafts producers currently
across Europe.
• Growing interest for buyers of crafts
• Change in customer’s values with preference for
local, hand-made products
Crafts
became solid
businesses
Keep the
European
vivid tradition
EU
Dream
Impact
Increase local craft
production
Make it attractive for
new generations &
keep skills

13. Thank you !
Let’s build together
the EU Dream!
www.eudream.eu
www.eudream.org