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Active Trend Sverige AB

IAMRUNBOX: Backpacks & Carriers for active commuters

We are building a global brand focused on active lifestyle and clean Scandinavian design. Our innovative bags for active commuters have already proved a concept with 1000+ products sold through online channels, distributers and we delivered a successful Kickstarter campaign with 25.000 EUR backed. We have just concluded on partnership agreement in Asia and will start operations in Singapore in March. We've a strong team in place able to innovate and we work closely with our online community (10k+ members) on products development and testing. We are ready to grow and expect to become revenue neutral already next year.

Investor proposal

  • Become part of building global brand and profitable company
  • We are already selling through established e-commerce channels and signed distribution contracts
  • We are launching full product range in shops in UK/Sweden/Germany/Italy during Q1 and Asia during Q2/2017
  • We are opening IAMRUNBOX Asia in Singapore during Q2/2017
  • In 2017 company’s financials are projected to make turnover of 0.7M euro, reaching 3.1M euro in 2020
  • Business model and pricing strategy are based on an average gross profit margin of 74%
  • We are going to be listed on Nordic Stock Exchange by 2020. We expect to buy back 20-30% shares in 2-3 years.

Product

The problem this product solves

Fitting in training around busy work and family schedules is a challenge for many people. According to the European Commission, 42% of population in Europe are not able train due to lack of time. For those with a passion for running, cycling, triathlon, or just working out, ‘dead’ time between home and work is an opportunity to train and therefore a seamless transition into a clean, pressed work outfit is a must.

How the product solves it

Making the most of every hour of every day means that slick time and lifestyle management is essential. IAMRUNBOX products are designed to make your life that little bit easier. Perfect for anyone who wants to incorporate exercise into their busy lifestyle, our innovative bags are  designed to keep your work clothes and business attire crease-free as you run or cycle to work, go to your next business meeting, or take short trip that requires a change of clothes.

Product features

Modern, ergonomic, and impeccably styled, IAMRUNBOX Backpacks, Garment Carriers and Shoe Bag allow you to work hard, train hard, and stay smart. Our premium quality products are made from the finest materials and designed to keep your clothes neat, clean and crease-free no matter where your day takes you. Packing IAMRUNBOX is easy - simply use the Folding Assistant Card to ensure your clothes arrive wrinkle-free every time.

Product use cases

IAMRUNBOX is a perfect solution for any situations where you need to keep clean and crease-free clothes while on the move. Suitable for busy professionals, commuters and fitness enthusiasts, it helps you to include sport into your daily routine or trip overseas.
IAMRUNBOX is also perfect day pack for anyone who wants to look smart and stylish.

Team

Kirill Noskov avatar
Kirill Noskov Founder & CEO
Kirill was born Latvia in 1981 and moved to Sweden at the age of 23. With degrees in economics and management he started his career in a multi-national, where he worked in 4 countries on various leadership positions for 15 years before starting his own company. As founder and driving ... See more
Kirill was born Latvia in 1981 and moved to Sweden at the age of 23. With degrees in economics and management he started his career in a multi-national, where he worked in 4 countries on various leadership positions for 15 years before starting his own company. As founder and driving force in IAMRUNBOX he believes in simplicity, social innovation and creating a sustainable future. Kirill is a run-commuter, triathlete and active lifestyle practitioner himself. See less
Christopher Sauer  avatar
Christopher Sauer CTO
Christopher has a background as a Computer Science expert and holds degrees in European Studies and Management. Christopher has held leadership positions for several years in retail and the field of Green-ICT consulting. With a profound understanding of technology, retail, sales, customer service and sustainability he helps mastering the operations ... See more
Christopher has a background as a Computer Science expert and holds degrees in European Studies and Management. Christopher has held leadership positions for several years in retail and the field of Green-ICT consulting. With a profound understanding of technology, retail, sales, customer service and sustainability he helps mastering the operations structure, to keep pace with IAMRUNBOX's growth. Christopher is a bike-commuter and in his freetime enjoys outdoor activities such as climbing, hiking and running. See less
Choon Seng Tan avatar
Choon Seng Tan Advisor
Ex Group CEO of WBL, a large group listed in Singapore with subsidiaries listed in US Nasdaq. Ex Managing Director of Hewlett Packard SEA. Currently Chairman of Truscott and co-founder of several companies in Asia. Choon Seng is instrumental for shaping and developing our Global Strategy and ensuring fast access ... See more
Ex Group CEO of WBL, a large group listed in Singapore with subsidiaries listed in US Nasdaq. Ex Managing Director of Hewlett Packard SEA. Currently Chairman of Truscott and co-founder of several companies in Asia. Choon Seng is instrumental for shaping and developing our Global Strategy and ensuring fast access and growth on Asian market. See less
Rich Adams avatar
Rich Adams Advisor
Rich is former endurance athlete, serial entrepreneur and investor. With strong finance background and in-depth knowledge of endurance market, Rich helps us growing on UK market and develop our active lifestyle part of the business.
Daniel Daboczy avatar
Daniel Daboczy Advisor
Daniel is the founder and CEO of FundedByMe and has solid entrepreneurship experience. He is a visionary that believes the world needs to be changed actively. As a cycle-commuter, Daniel lives an active lifestyle and knows how to build big brands. Daniel is key to help us steering the company, ... See more
Daniel is the founder and CEO of FundedByMe and has solid entrepreneurship experience. He is a visionary that believes the world needs to be changed actively. As a cycle-commuter, Daniel lives an active lifestyle and knows how to build big brands. Daniel is key to help us steering the company, keeping the right focus and staying ahead of the game. See less
Irina Mavrusina avatar
Irina Mavrusina CFO
Irina holds a master degree in international business relations and has an experience from the financial markets in both Sweden and abroad. Irina worked with various companies including Canon and Kaspersky Labs where she managed to achieve a high performance. Irina brings a high energy and critical thinking into the ... See more
Irina holds a master degree in international business relations and has an experience from the financial markets in both Sweden and abroad. Irina worked with various companies including Canon and Kaspersky Labs where she managed to achieve a high performance. Irina brings a high energy and critical thinking into the team to make sure we always take a balanced decisions. Irina works closely with PwC who is our selected partner on international finance and accounting. See less
Alexandr Dedovets avatar
Alexandr Dedovets Head of Marketing
Having academic background from universities in the UK and Sweden, Alexandr has worked at one of the biggest FMCG companies, being responsible for building and development of a number of global brands. He has strong leadership skills and deep understanding of customer and market needs, aiming now to drive IAMRUNBOX ... See more
Having academic background from universities in the UK and Sweden, Alexandr has worked at one of the biggest FMCG companies, being responsible for building and development of a number of global brands. He has strong leadership skills and deep understanding of customer and market needs, aiming now to drive IAMRUNBOX marketing strategy and grow brand awareness. See less
Brand development and communication avatar
Brand development and communication Brand development and communication
We are partnering with Alexandra Bylund who is taking care of our PR and Communication in Sweden and also consulting us on brand development strategy. Based in London, Fiona Bugler is dealing with PR and Communication in UK/Global and also our overall online content strategist. Both Alexandra and Fiona have ... See more
We are partnering with Alexandra Bylund who is taking care of our PR and Communication in Sweden and also consulting us on brand development strategy. Based in London, Fiona Bugler is dealing with PR and Communication in UK/Global and also our overall online content strategist. Both Alexandra and Fiona have a solid experience in communication and branding. See less
avatar
Design team Product and graphic design
Minimalistic Scandinavian design, understanding of customers requirements, clean lines, premium quality and simplicity are our key design criteria. Tatiana is our in-house product designer. Educated in industrial design and having a broad experience working with both product and graphical design, Tatiana is instrumental to deliver design from idea to manufacturing. ... See more
Minimalistic Scandinavian design, understanding of customers requirements, clean lines, premium quality and simplicity are our key design criteria. Tatiana is our in-house product designer. Educated in industrial design and having a broad experience working with both product and graphical design, Tatiana is instrumental to deliver design from idea to manufacturing. We are also closely partnering with Jonas Blanking (creator of Boblbee) and Zenith Design helping us to build a future products pipeline and stay on top of the latest design trends. See less
IAMRUNBOX Remote Execution Team avatar
IAMRUNBOX Remote Execution Team Web development and support
We have a remote team of highly motivated, dedicated and passionate professionals located around the world – Netherlands, Austria, UK & Belarus. They are working with customer service, support & web development functions.

Market

Target Market

We focus on people who are actively engaged in sports and travel. Our target audience include active commuters, busy professionals and fitness enthusiasts. We know that 8 million people run or cycle commute daily in large cities and this number is raising every day. Moreover, according to Morgan Stanley research, 30% growth is expected by 2020 on athletic and sport foot apparel.

Competitive landscape

We have a number of competitors that produce traditional backpacks (Salomon, Osprey), shirt envelopes and carriers (Patrona, Eagle Creek), and suit carriers (Samsonite, Skyroll). However none of them provide easy to use and complete solutions meeting the needs of those who wants to travel light, look stylish or want to incorporate sports into their busy lives.

Unique differentiator from competitors

We provide high quality products that are not only modern, ergonomic, and impeccably styled but also perfectly fit anyone who wants to incorporate exercise into their busy lifestyle, keeping work clothes and business attire crease-free.

We are also delivering a clean design and re-invented the backpacks and carriers by combining simplicity, technology and state of the art design.

Company revenue streams

  • We are expanding our current product range and deliver 7 different products to the market in January 2017
  • We are offering a customised product for corporate customers and promotional market
  • We are negotiating partnering and co-branding agreements with other brands
  • We are working on new product lines which will be introduced to the market in 2018

Product/service distribution

IAMRUNBOX products are already sold through online channels and distributors. We continue signing new distribution agreements and getting products to the shops. We are also offering a customised and co-branded product for large companies who can use IAMRUNBOX as great gift and active lifestyle opportunity for their employees and customers.

Execution

Previous milestones/traction

January 2015 - launched our first product online
May 2016 - created a strong brand and community
August 2016 - launched SEO optimised website
August 2016 - developed IAMRUNBOX backpack
September 2016 - kicked off in Sweden
October 2016 - achieved 5% conversion ration on e-commerce
November 2016 - Kickstarter campaign successfully funded
December 2016 - delivered full IAMRUNBOX product range to the market
December 2016 - Equity funding campaign launched on FundedByMe

Next key objectives

January 2017 - complete equity funding campaign
January 2017 - start selling full product range in shops in UK and Sweden
May 2017 - start a distribution center for Asia Pacific in Hong Kong or Singapore
September 2017 - launch in Germany, South East Asia and USA
October 2017 - complete 2nd round of investment with strategic investors
May 2020 - list IAMRUNBOX on Nordic Stock Exchange

Previous Financing

EUR 130,000 secured as pre-seed investment through loans + EUR 150,000 in personal
time (EUR 25/hour rate)

Partnerships

We are partnering with Running Heroes (online running community in UK, France & Australia). We are considering partnering with few other Swedish start ups (Di-Stort, Mark2bags, Health business of the year) on product development and distribution. We are collaborating with Zenith Design and Jonas Blanking (creator of Bobblebee) on future product development. We have distributors in UK and Denmark. We are partnering with The Runners Works (one of the biggest independent running stores in London city) on our new product launch in UK.

Use of funds

  • Expansion to new geographical markets (USA, Germany, South East Asia)
  • Development of new product line
  • Growth of the team to handle increasing demand
  • Brand building and development
  • Investments in marketing activities
  • Aggressive growth and preparation for VC investment round

Industry Certifications/Awards

We have been part of Hong Kong Business Week of Design in December 2016
We have been nominated for Running Awards 2017
We have been recognised by global media and have been featured in London Evening Standard, Runners World, 220 Triathlon, Spring and many other magazines.

Return on Investment

You may sell your shares whenever you please and at the value you desire. Each year we will estimate the shares value. A very strong interest in the company already exists and many have indicated their desire in buying shares in the company. We believe in a possible valuation of IAMRUNBOX in one year from now to be 3M euro and within five years to be between 15M euro to 20M euro. For the issued capital, this means an increase of 2 times your investment within one year and up to 12 times within 5 years.

Risk Analysis


1) Products might be copied. We have EU Community Design and Trademark protection. We are building new market and staying ahead of competition working on next products generation and having a strong community behind the brand.
2) Products will not sell. We have already sold more than 1000 products and delivered a successful Kickstarter campaign with more that EUR 25000 backed in just over a month.
3) Production quality. We have successfully designed and tested a high quality production and quality control process with more than 6000 products produced in 4 batches.