Founders Matt and Garret worked in finance for several years. Being unfulfilled by their career paths at the time, they decided to combine their savings and move to the health-conscious, active city of Portland to start a juice bar. At the time, Portland had very limited options in this space, and the nationwide resurgence in juice bars and pressed juice retail was just beginning. Greenleaf chose Portland due to the favorable food cart laws. This low cost, low risk option allowed the founders to establish proof of concept before committing to a long lease. After experiencing success with the cart and first retail location, the founders took on a third partner to help grow the company to two additional locations in Portland. Since opening the original cart in July of 2011, Greenleaf has experienced steady growth in total revenue, same-store sales, and operating income. Greenleaf has strong brand recognition in and around Portland and plans to continue adding new locations and improving operational efficiency. Relative to other operators in the space, Greenleaf relies heavily on data and analytics to drive key decision making.
Greenleaf has been approached many times over the years by prospective franchisees in various markets across the U.S. As one of the founders and primary operators for several years, Garret is in a unique position to bring the concept into a new market. He plans to prove out the new market model himself before extending the same opportunity to others, and feels particularly capable of doing so in his hometown of Indianapolis.
Preferred equity investing explained
How it works: Investors receive a share of the ownership of the business by investing directly or through a pooled entity.
Use this simple calculator to determine how much ownership of the company you receive.
Two key terms to understand in preferred equity offerings
Equity represents ownership in a business. Since investors are providing capital to the business in order for the business to operate, they receive preferential treatment as it relates to certain activities of the business. There are two key terms to focus on when considering a preferred equity offering:
- Valuation: Valuation represents the agreed upon price at which the business is being valued in the fundraise. There is not set method for determining what the valuation of a business is, especially for early stage companies. It is simply a number to be negotiated between the business and potential investors. Investors will want a lower valuation, so that they receive a greater percentage ownership in the business. Businesses will want a higher valuation, so that they give up less ownership. Typically with early stage businesses, you can expected to give up anywhere between 20% and 50% of your company in a preferred equity fundraise. Typical valuations for early stage businesses range from in the hundreds of thousands to $5 million.
- Liquidation preference: A liquidation preference represents the order in which proceeds of the business are distributed in the event that the business is sold. Often, preferred equity will come with a 1x liquidation preference, meaning investors receive 1 times their investment back before any other funds are distributed to any other owners of the business (i.e. the common equity holders). In this scenario, investors would receive their money back, and then any additional proceeds would be distributed ratably (based on the percentage of the business each investor owns).
So if the company is sold for $10 million, and preferred equity investors previously invested $1 million, which represented 25% ownership of the company, preferred equity investors would receive the first $1 million + 25% of the remaining $9 million, or a total of $3.25 million in the sale. So while they owned just 25% of the company, they received a total of 32.5% of the proceeds from the sale of the company.
This is an overview of the previous and planned financings of the business, including the capital needs the business is looking to cover in the current financing.
What is your competitive advantage?
Greenleaf Juice offers premium, fast-casual health food options made to order with uncompromised principles of quality & nutrition. Greenleaf is committed to pressing and bottling an unpasteurized, raw juice product making it superior to similar options at the grocery store. All products are handcrafted in front of our guests in a public, transparent facility in order to showcase the quality of our ingredients and processes.
Greenleaf Indy has an advantage over its market peers by having access to 5 years of accumulated know-how, processes, and brand assets through its relationship with Greenleaf Juicing Company in Portland, OR. As a co-founder of the Portland entity, Garret Flynn is in a particularly favorable position of having helped to build the company's know-how to date.
Provide us with some background on your products and services.
Our menu offering can be broken down into two categories: walk-up and packaged/production. Our walk-up options include made to order: juice, smoothies, steamed soups, granola cups, acai bowls, craft shots, quinoa bowls, and oatmeal bowls. Packaged options include cold-pressed juice, handcrafted cashew milk, almond+juice, cashew cold brew, and craft shots: wheatgrass & ginger.
Garret Flynn worked in finance for three years prior to moving to Portland, OR in 2011 to found Greenleaf Juicing Company with a former co-worker. Currently, the company is over $2M in sales for 2016.
Born and raised in Indianapolis, Garret believes that Greenleaf's ideal demographic has rapidly developed there. He is opening the location as a joint-venture with his partners in Portland in order to prove its viability in a new and different market. The relationship with Greenleaf corporate will provide a degree of support not typically available to food start-ups. including marketing, finance, accounting, and strategic collaboration.
Joseph D Peoni
Joe Peoni is a Senior Account Manager of Dedicated Accounts at Blue Ribbon Transport in Indianapolis, IN. He oversees outbound distribution of fresh produce and inbound distribution for a national grocery chain. He will be managing Greenleaf Indy's supply chain, input sourcing, and operations as well as investing his own capital in the joint-venture.
About Greenleaf Juice Indiana
|Entity||Greenleaf Juice Indiana LLC|
|Location Type||Retail Space|
|Comments||18 N. Meridian is roughly 700 square feet of prime Indy retail space. The space was used for many years as Hardwicke's Pipe & Tobacco. It is essentially on the circle, just steps south on the west side of Meridian and across from Qboda & Jimmy John's. The space is located in the Gauranty Building which currently houses Salesforce and will likely be welcoming a new, large tenant in 2017 once Salesforce moves into the Chase Tower. The location is well positioned for daily office foot traffic as well as a significant evening & weekend tourist draw.|
Risks & Disclosures
Describe your company's organizational structure
See attached corporate org chart for illustration on how the new entities will be organized to develop expansion market in Indiana.
Business status: No current fundraise
You cannot express interest at this time. Check back soon!
Expressing Interest FAQ
Expressing interest covers a few different functions. First, it acts as your indication to the business that you have a potential interest in considering an investment. It is also the means by which you are able to access additional materials from the business. The reason you must express interest to view this information is so that the business can keep track of who has accessed their sometimes confidential information. Lastly, expressing interest allows you to keep in touch and stay updated on the progress of the business as they work through their fundraise.
An expression of interest is non-binding. Providing a dollar amount of interest to the business is exclusively a way for them to get a better understanding of whether there is sufficient aggregate interest from investors to support their fundraise goals. If you do not provide a dollar amount to the business, this is fine, but they may decide to cancel their fundraise if they do not have a clear enough picture as to whether there is enough interest to meet their goals.
Yes. Interest can be cancelled at any time, and after cancelling the business will have no means by which to contact you. If you cancel your interest, you can always express interest again if you change your mind.
Yes. The business will be able to contact you through Localstake Marketplace platform messaging. They will not receive any other personal contact information (i.e. email address, phone number, etc.).
When you express interest in a business, they will receive a notification that you are interested. On their investor management interface, they will see your name, state of residence, occupation, and amount of investment.
Once you've indicated interest, you can commit to invest or provide feedback to the business about your potential investment.
Committing to Invest FAQ
Committing to invest should constitute a binding commitment on the part of the investor that you are going to follow through on investing the amount you have provided to the business. You should only commit to invest once you are sure that you want to invest in the opportunity.
Note that you are not guaranteed a spot in the fundraise until the business has approved your investment. Once you have committed and the business has finalized their investment terms, you can continue on to complete your investment and submit it to the business for approval.
A commitment shoud be treated as binding. If you do not plan to move forward with an investment, you should not commit to doing so. However, you are not irrevocably committed to investing until 3 days after the business has approved your investment and countersigned your investment documents.
You can commit to invest at any time. Commitments help show traction in the fundraise to other investors, so the earlier you are ready to make your commitment, the better. This will help the business in its efforts to attract additional investors to their fundraise.
The business owners are the only people that will have this information. No other investors will know that you committed to invest, only that someone committed to invest. The aggregate amount of commitments is shared with other interested investors.
No. You will still need to provide an electronic signature on the investment documents and select a method to transfer your funds. You will need to wait to complete these steps until the business has finalized their investment terms.
Once you have committed to invest, you will review and sign the investment documents.
Signing Documents FAQ
When you make an investment in a business, you enter into legally binding contract that outlines your rights as an investor. The specific documents you sign will vary based upon the type of security you are investing in (i.e. debt or equity). Every investment will include an investor questionnaire document that will be pre-populated with information from your investment account that provides proof of your eligibility to invest in the offering. These documents act as your proof of investment and provide all of the details about your investment and your role as an investor. You should read these documents carefully before investing.
Your investment documents will be pre-populated with information from your investment account to help identify you, including your SSN which the business needs in order to produce tax documents for your investment. There will also be information about your personal financial situation on the documents to help provide proof of your eligibility to invest in the offering.
In order to sign the documents, you will use our proprietary e-signature tool. You will have the opportunity to review each document that you will be signing and then select a signature or create your own to be added to the documents.
Yes, once the business has accepted your investment and countersigned your investment documents, a copy of your signed agreement will be stored on your Investment Portfolio page on Localstake Marketplace.
We can help you complete an investment for the following investor types: self-directed IRA, joint with spouse, entities, and trusts. Contact us if you would like to make an investment of a type other than as an individual.
Once you have reviewed and signed investment documents, you will choose how you would like to transfer funds.
Transferring Funds FAQ
The business owner will then receive your proposed investment and accept and countersign it.
The business will wait to accept your investment until their funding target has been reached.
For most fundraises, there are three options to choose from when transferring invesment funds.
- 1. Electronic Transfer - transfer your funds by electronic ACH transfer. You will need to connect a personal bank account in order to use this transfer method.
- 2. Wire Transfer - call your bank and give them instructions on where you would like your investment funds to be sent. With a wire transfer, you will receive instructions on where to transfer the funds after the business accepts your investment.
- 3. Check - When selecting to make your investment by check, you will receive instructions on where to mail your check after the business accepts your investment.
Fund transfers do not occur until the business has accepted your investment and the funding target has been reached.
Fund transfers do not occur until the business has accepted your investment and the funding target has been reached.
If you transfer your funds via electronic transfer, the funds will be transferred from your bank account as soon as the business reaches their fundraise target and accepts your investment. You will receive a notice two business days prior to the electronic transfer occurring. If you transfer funds via check or wire, you will need to complete the fund transfer outside of the Localstake Marketplace platform.
If you would like to change something about your investment, such as the information on your investment documents, or to decrease the amount of your investment, please contact us. If you only wish to increase the amount of your investment, you can make a second investment by clicking the 'Invest Again' button.
You may cancel your investment at any time up to 48 hours after the business has countersigned your documents. To cancel your investment, please contact us.
Businesses send payments to investors over the Localstake Marketplace platform
If the business you invest in reaches their funding goal, they will be making payments to you over the Localstake Marketplace platform. If you use electronic transfer for your investment, these payments will be made back to the bank account you linked for your electronic transfer. If you do not set up an electronic transfer for your initial investment, you may do so on your bank account page once you log in.
If the business you invest in does not reach their funding goal, your investment funds do not need to be transferred to the business and will remain in your account.