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Moomin Light

Lights Up Your Day

SnowLight Oy designs, markets and produces Moomin lights that light up your day. Our company, in collaboration with world-renowned Harri Koskinen, innovated completely new Moomin products without compromising heritage and the prestige of the brand. Join us on our journey to put a Moomin light in every corner of the world.

Investor proposal

Seeing a Moomin Light makes you want one. We offer an opportunity to benefit from huge demand for Moomin products all over Europe and Asia (2015: +34% in Japan, 300% in China, 500% in South Korea), further boosted by a solid global trend in demand for premium special lighting products. Invest in making this a Nordic success story with the objective of creating a lead player in a modern niche lighting world. This is a first mover opportunity to benefit from a future IPO or a sale to an industrial buyer within 5 years.
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Product

The problem this product solves

The Moomin brand is well-known around the globe, especially in the Nordics, Central-Europe and Asia. The brand carries a heritage which conveys values such as high-quality and durability. Even though the Moomins were created by Tove Jansson over 70 years ago, the brand has stayed contemporary.

The Moomin brand is frequently visible in numerous occasions. For example 2014 was a special year for Moomin as it was the 100th year since the birth of Tove Jansson. During this year the Moomin received a significant amount of publicity, including an art exhibition displaying the works of Tove Jansson.
 

How the product solves it

SnowLight Oy, the company behind the Moomin Light, is a company dedicated to creating and concepting unique and timeless lighting objects and solutions inspired by famous characters and phenomena for both the modern workplace and private homes. At SnowLight, we believe in great design and knowledge. That’s why we work with the best designers to create unique lighting products manifesting established brands in the form of modern 3D lighting.The reception from Moomin fans and design-conscious audiences worldwide was overwhelming, and now the Moomin lighting product family is already available around the globe via dedicated agents and distributors.

Product features

SnowLight, the creator of the Moomin Light, is a company dedicated to creating and concepting unique and timeless lighting objects in collaboration with award-winning Finnish designer Harri Koskinen. The Moomin shaped lights are not only pieces of art, they are well designed objects of desire which light up everyone’s day – be that at home or in public spaces. The lights are available in three famous characters: the Moomintroll, the Hattifatteners and Snorkmaiden - and in three sizes optimized for table, floor and momentous stand alone lights. 

Product use cases

Hence, we leverage on uncomplicated, durable Finnish design and craftsmanship resonating both Nordic light, pure nature, fresh air, snow and the joy of life. Above all, a sense of fun, humour and optimism is always introduced into our designs. Playful and attracting characters make you smile and enjoy life. Not only shapes, but also packages reflect each object’s original story. Therefore, the Moomin Lights have fantastic packages with cheerful graphics. These packages can be used as such as a gift or even for shop decoration. Their appearance is colourful and bold and unforgettable. Seeing one makes you wanting one. 

Team

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Susanna Mannila Managing Director
Susanna's glass is always half full, not half empty -as in metaphor for being always in a good mood. She makes decisions based on facts but in a draw situation she relies on intuition -which in her opinion is one extra sense to take in serious consideration. Being a member ... See more
Susanna's glass is always half full, not half empty -as in metaphor for being always in a good mood. She makes decisions based on facts but in a draw situation she relies on intuition -which in her opinion is one extra sense to take in serious consideration. Being a member of Mensa Finland leads her to constant self development and curiosity to learn things she doesn't yet master. Susanna has broad experience on supply chain management with hands-on type of personality. With BBA in international business management & logistics added with just finished university studies in financing gives her the tools to develop the business. Practical experience in everything between quotation and invoicing makes her the perfect workhorse to take the responsibility of the operative side of the business. See less
Tarja Oinonen avatar
Tarja Oinonen Sales Manager *
Tarja has positive energy and a luminous personality, combined with an instinctive orientation for solution, creativity and sales. She is experienced in the retail design industry. She has also worked during three years in China, and therefore knows well how to operate in the Asian market. With this in mind, ... See more
Tarja has positive energy and a luminous personality, combined with an instinctive orientation for solution, creativity and sales. She is experienced in the retail design industry. She has also worked during three years in China, and therefore knows well how to operate in the Asian market. With this in mind, Tarja is a great addition to the Moomin Light team when taking the business truly global. * to be contracted if the campaign is successful See less
Vilma Torstila avatar
Vilma Torstila Chairman of the Board
Vilma has been with Moomin Light since the inception of the product line. She has expertise in both finance as well as high-end design. Therefore Vilma has the perfect skillset to manage a fast-growing and design-oriented company. As Chairman of the Board, she is responsible for steering the company into ... See more
Vilma has been with Moomin Light since the inception of the product line. She has expertise in both finance as well as high-end design. Therefore Vilma has the perfect skillset to manage a fast-growing and design-oriented company. As Chairman of the Board, she is responsible for steering the company into the right direction and strategic decisions. See less
Marina Vahtola avatar
Marina Vahtola Member of the Board
Marina is a professional board member in a number of notable companies in Finland and Sweden. She has also worked as the CEO of various listed companies in Finland and has a long and successful career in developing new product and service concepts. Among others Marina successfully launched Bauhaus in ... See more
Marina is a professional board member in a number of notable companies in Finland and Sweden. She has also worked as the CEO of various listed companies in Finland and has a long and successful career in developing new product and service concepts. Among others Marina successfully launched Bauhaus in Finland and Estonia. She plays a crucial role in building up the international retail channel. See less
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Minna Bedretdin Member of the Board
Minna has accumulated a lot of experience from working in classic high-quality Finnish and international design companies such as Vitra, Artek and Finlayson. Her work has involved building up import, agent and key account contacts in a range of countries in Scandinavia, the US and Central Europe. As a Member ... See more
Minna has accumulated a lot of experience from working in classic high-quality Finnish and international design companies such as Vitra, Artek and Finlayson. Her work has involved building up import, agent and key account contacts in a range of countries in Scandinavia, the US and Central Europe. As a Member of the Board she will offer invaluable insight in making the company grow internationally. See less
Niclas Ahlström avatar
Niclas Ahlström Member of the Board
Niclas is a global citizen with a large set of business related skills, such as financing and marketing, as well as an extensive professional network. He also has a good eye for high-quality design. Niclas holds an MSc in International Management. He is both an entrepreneur and has worked for ... See more
Niclas is a global citizen with a large set of business related skills, such as financing and marketing, as well as an extensive professional network. He also has a good eye for high-quality design. Niclas holds an MSc in International Management. He is both an entrepreneur and has worked for various global companies such as Harrods where we worked as marketing manager. Niclas is currently country manager for FundedByMe in Finland. Proclaimer: From time to time the team working at FundedByMe is privately involved in the companies before, during or after a crowdfunding on FundedByMe See less
Harri Koskinen avatar
Harri Koskinen Main Designer
Harri is responsible for the design and overall appearance of the Moomin Light products. He is an award-winning and internationally recognized designer for his works such as the Block lamp.

Market

Target Market

The typical Moomin Light customer is contemporary, urban and has a well-defined taste in design. A major success factor for the Moomin brand is that it attracts everyone regardless of age. We all know the brand from the books, the cartoon and the animation movies by Tove Jansson.

New designs are are easily introduced to the product line. For example, new designs for the Little My character are projected after this financing round. Additionally, outdoor versions for all of the designs can be made, should there be enough demand for them.

Competitive landscape

The Moomin Light is uniquely positioned, as we hold all the global rights to 3D Moomin shaped lights. Currently, there is only one player holding rights to Moomin-based lampshades. Hence, we have a unique product that does not have direct competitors.

Unique differentiator from competitors

SnowLight Oy, the company behind the Moomin Light, is a company dedicated to creating and concepting unique and timeless lighting objects and solutions inspired by famous characters and phenomena for both the modern workplace and private homes. At SnowLight, we believe in great design and knowledge. That’s why we work with the best designers to create unique lighting products manifesting established brands in the form of modern 3D lighting.The reception from Moomin fans and design-conscious audiences worldwide was overwhelming, and now the Moomin lighting product family is already available around the globe via dedicated agents and distributors.

Company revenue streams

Moomin Light products are sold by over 60 different retailers at the moment, ranging from large department stores to smaller design boutiques and web shops. A list for references is presented below. The number of retailers has grown steadily with the number of countries covered. Currently we have our products available in 10 different countries in Europe and Asia. Around 80% of revenue is from Finland while 20% covers the rest of the areas where our products are sold.  In addition we already have found sales agents to promote our products for example in Sweden.

Product/service distribution

We have a readily built responsive production channel. All orders are made on a make-to-order basis which allows us to hold no inventory thereby reducing overhead costs. All of our Moomin products are manufactured in the same facilities as other Finnish high-end designs, hence the production quality is good and consistent.

You can find a list of our selected retailers from the attached business plan. The list is by no means exhaustive, and we collaborate with a large number of smaller boutiques around the world as well.

Execution

Previous milestones/traction

Milestones
  • Innovating the concept in collaboration with Harri Koskinen
  • Digital modelling of the newly created designs in a 3D context
  • Designing the packaging
  • Getting the first 3D molds and preparing for production
  • Introducing the concept to the public at the Stockholm Furniture fair of 2014
  • Reaching a network spanning over 60 retailers all over the world

Fairs
  • Ambiente, 2014
  • Formex, 2015
  • Ambiente, 2015
  • Formex, 2016
  • Ambiente, 2016
 
Future milestones
  • Global expansion in sales
  • Introducing new characters to the product line
  • Mergers and acquisitions to support the growth together with organic growth

Next key objectives

We are looking to raise €350.000 of new equity to be used to cover for the acquired rights to the products, and use the remaining to grow the business globally. In return we offer 26.923% of the company’s shares for the new investors, corresponding to an pre-money valuation of €950.000. Please see the attached financial forecast file for further information.

Use of funds

We are aiming at raising €350.000 of new equity. Crowdfunding enhances scaling and further global expansion. As the Moomin Light business has been acquired to SnowLight Ltd in connection with the incorporation of the business by the development company, all the global rights to the 3D Moomin Light designs, production, their molds and the Moomin licenses have been transferred to SnowLight Oy against a payment of €200.000. The remaining proceedings from the equity issue will be used as follows:
 
  • Hiring 2 new sales managers and a trainee
  • Strengthening marketing
  • Opening a B2B web shop
  • Creating new product designs
  • Attending fairs

Industry Certifications/Awards

The Moomin Light product line has also been awarded publicly. In 2015 the Moomin Light products received an award for being the Best Moomin Product 2015 from a Finnish design magazine ”Divaani”.  

Risk Warning

Privanet Group is a Finnish investment service group specialized in trading unlisted shares and managing companies’ financing needs. Our group includes the parent Company Privanet Group Plc, the fully owned subsidiary company Privanet Capital Markets Ltd, which focuses on capital market transactions, and its subsidiary Privanet Securities Ltd, which operates Finland’s only marketplace for trading securities of unlisted companies. Privanet is working closely with FundedByMe, the international crowdfunding platform. The entire Privanet group employs approximately 40 people. We have branches located in Helsinki, Tampere, Turku, Oulu, Jyväskylä, Vaasa, Forssa, Joensuu, Lahti, Mikkeli, Ylivieska and Kuopio. We provide a large variety of services aimed at bringing together investors and those in need of funding. http://www.privanetgroup.fi/?lang=en