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WriteyBoard Europe AB

Whiteboard Revolution

WriteyBoard are changing the way we are being creative. With smart, movable whiteboards and whiteboard paint that make the whole wall become a creative space for collaboration, brainstorming, mind mapping. We help people around the world to stand up and think out loud.

WriteyBoards mount flush with the wall for a modern look that is as fun as it is functional, and as cool as it is practical. It's Practicool.

Till today we have sold WriteyBoard products for no less than 1,7M SEK, and we are continously growing our group of distributors and re-sellers, and increasing sales as we grow the brand.

Investor proposal

A traditional 150x300cm sized whiteboard costs 6500-7000SEK. A 152x335cm WriteyBoard is only 3005SEK. A 500ml can of paint covering 4,5m2 is only 1495SEK. Now imagine how many schools, companies, hotels, office and conference buildings and homes that uses whiteboards, just in Sweden!

The market for whiteboards is huge, given that we offer sustainable, innovative and cost-effective alternatives to cumbersome traditional whiteboards, the market is wide open. And our goal is to be the number one brand in the world.

Invest in WriteyBoard to help people get into the creative space. Invest in WriteyBoard and become a part of the whiteboard revolution.
WriteyBoard Europe have the exclusive distribution rights in the Nordics, United Kingdom and the Netherlands. With first option to other European markets.

Product

The problem this product solves

Consumers, businesses, higher learning institutions and so on lack the potential of enhancing their use of space in their given environments. Today, our audience relies heavily on traditional whiteboards, which are too expensive and are becoming more and more obsolete. They are heavy, limited in size. Placement and installation requires many tools and expertise to hang properly. This also causes permanent damage to the wall that will cost extra to repair if you ever have to remove it.

How the product solves it

WriteyBoard's revolutionary WriteyBoard Stick On boards make fixed whiteboards seem prehistoric by comparison. Available in a variety of sizes, the boards can be adhered to a variety of surfaces, making personal expression both portable, affordable and convenient. WriteyBoard Stick On and Paint On whiteboards are also very easy to install.

WriteyBoard's Dry Erase Paint can transform most walls into a writing surface. And the color options are limitless: The exclusive Clear (transparent) paint lets you write over any coloured surface you desire. Bright white is also available for traditionalists.

Product features

WriteyBoard Stick On whiteboard is a thin sheet of vinyl that requires no tools, no heavy lifting and no hassle. This Stick On whiteboard comes in an inexpensive shipping tube instead of a bulky box which saves you from breaking the bank or your back. The specially formulated adhesive makes the WriteyBoard a breeze to install on most smooth surfaces. Just unroll, peel, stick and smooth! WriteyBoards are ideal for the conference room, classroom, family organization board or even brainstorming in the basement.
 
Available in four standard sizes, in Glossy white, Matte white and Midnight black finishs.



Product use cases

Many schools have old whiteboards that no longer perform. The Stick On dry erase boards can be ordered in the exact size they need to cover the existing whiteboard and easily install it themselves, without having to replace it and have it reinstalled.
 
Another scenario is being able to brainstorm in places that normally don't accommodate whiteboard surfaces such as in dormitories, libraries and many more. Each of these places is a great place to meet up and collaborate but they either don't have or lack the ability to supply adequate dry erase surfaces to maximize production and creative potential.
 

Team

Johan Wanselius avatar
Johan Wanselius Sales
Johan is a multi-entrepreneur with several years of experience from different branches. Johan began his career right after school, drafted as youth consultant for Uppsala Fyrisfjädern badminton club and started developing his leadership skills here already. Johan started working in the printing industry and has been working with everything from ... See more
Johan is a multi-entrepreneur with several years of experience from different branches. Johan began his career right after school, drafted as youth consultant for Uppsala Fyrisfjädern badminton club and started developing his leadership skills here already. Johan started working in the printing industry and has been working with everything from printing, foiling, layouting etc. for over 20 years now. When he was the most involved in the printing he was co-owner of six units in different cities. He founded one of them in Mariehamn, Åland. Then Johan got in contact with WriteyBoard and saw all the possibilities with the different materials, chances for creativity, and a huge market potential. Currently Johan runs five different companies, one within printing, the other companies within; Education, Health, Business Network and WriteyBoard. Johan have a great passion for Startups and developing small and medium sized companies. See less
Christian Tomelius avatar
Christian Tomelius CEO
Christian has extensive experience in international marketing and sales, has over 4 years experience marketing functional beverages throughout Europe. Building a sales team to call on large retail store chains, distribution outlets and wholesalers, Christian has established a wide network of contacts throughout Europe. Christian’s responsibility is to manage the ... See more
Christian has extensive experience in international marketing and sales, has over 4 years experience marketing functional beverages throughout Europe. Building a sales team to call on large retail store chains, distribution outlets and wholesalers, Christian has established a wide network of contacts throughout Europe. Christian’s responsibility is to manage the brand’s placement throughout the Nordics and Europe and manage the brand as a whole. See less
Bruce Witkin avatar
Bruce Witkin COO
Bruce has been a retail and wholesale specialist for the past 30 years. He has been a partner in the biggest wholesale company in the Western United States specializing in the sale of trend merchandise and has also owned and operated his own retail store for 10 years. Upon leaving ... See more
Bruce has been a retail and wholesale specialist for the past 30 years. He has been a partner in the biggest wholesale company in the Western United States specializing in the sale of trend merchandise and has also owned and operated his own retail store for 10 years. Upon leaving retail he joined Writeyboard USA as they began their 1st year. He was very instrumental in helping develop the products and became an expert in product development and installation. He has traveled and helped to build distribution in the UAE and Sweden. He eventually became the COO of Writeyboard USA. His expertise in this field is a true asset to the growth of our company. See less

Market

Target Market


1. Construction, architects, interior architects, painters and real estate owners.
2. Schools are where we see the largest purchase per client. One order could reach 100.000SEK to paint their classroom walls instead of buying traditional whiteboards.
3. Sports associations.
4. Consumer market.
No data for the Swedish or European Whiteboard market. Some estimations:
800.000 private companies in Sweden.
5 of Swedens largest whiteboard retailers has a yearly turnover of 20 billion SEK. (AJ Produkter, Biltema, Clash Ohlson, Staples and Tingstad).
Assume 0,5% Whiteboards, the market value is 100 million SEK.

Market to conquer 30-100MSEK, in Sweden only.

Competitive landscape

Most competitors are large retailers. 5 of Swedens largest whiteboard retailers has a yearly turnover of 20 billion SEK. (AJ Produkter, Biltema, Clas Ohlson, Staples and Tingstad).
AJ Produkter, Staples and Tingstad offers 10.000+ office supplies to Corporate customers.
Clas Ohlson and Biltema are retailers offering almost everything for the private household and car owner.
Large retailers have the financial strength to market their products with low prices. None of the large retailers focus solely on whiteboards.

Unique differentiator from competitors

There is an opening to position WriteyBoard as the number one smart whiteboard supplier and re-seller. The competition offers a product that is much harder to transport and that is fixed to only one wall. WriteyBoard is easy to transport, easy to use, a breeze to install, easy to move around and we are always innovating to find new whiteboard products.

Company revenue streams

Average purchase 3400SEK. Price of a Whiteboard 51-5012SEK. 50% Gross profit margin.
Repeating income from consumables such as Dry Erase Markers and Eraser Cloths.

Product/service distribution

Re-sellers - The high volume channel. 15 resellers in 3 countries and growing every quarter.
eCommerce - A great way for private clients to buy from WriteyBoard. High net margin and reapeting customers.
Direct sales - WriteyBoard will sign sales reps to visit prospects and offer the product portfolio. Already, through direct sales, WriteyBoard CEO Christian Tomelius have made some of the biggest deals yet.
Affiliate - Everybody can become an affiliate and refer friends and family to WriteyBoard and get 20% as an upcoming discount or cashback. This is a big success for instance local hockey teams around Europe.

Execution

Previous milestones/traction

November 2016: Two new websites and webshops for Sweden and Europe live.
March 2017: Pre-Launch of the new WriteyDesk.
July 2017: Relocated, new office and warehousing in Mönsterås.
September 2017: Participated in the TV show "Jakten på storsäljaren" in Ullared, a very well-known retail store in Sweden.
October 2017: A first 20 boards for use for samples, of our own, brand new Football board available.
October 2017: Exhibited at Scandinavia's largest school Exhibition "Skolforum" for the first time.
January 2018: Affiliate Program launched, first affiliate signed up within 24 hours.
March 2018: Klarna payment integrated with the Swedish website.
March 2018: Sales exceeds 50.000 SEK in one day.

Next key objectives

2018: Attend Scandinavia's largest school exhibition Skolforum 2018.
2018: Attend as Partner at the Exhibition Workspace Sweden 2018.
2018: Expand our distribution network, sign agreements with 5 distributors in Europe.
2018: Get WriteyBoard listed with 2 major re-sellers in Sweden such as Office depot and AJ produkter.
2018: 50 Affiliate advocates around Europe.
2019: Expanding our distribution network in Europe, signing 10 distributors, and 5 major retail store chains.
2019: 100 Affiliate advocates around Europe.

Previous Financing

WriteyBoard is financed by the owners.

Partnerships

Wallrite Scandinavia AB, is the number one sales channel for WriteyBoard´s whiteboard paint.
Orderinvest AB, a re-seller focusing on schools, the public sector and Offshore.
Aba Skol AB, the largest supplier of school supplies in Sweden.
Teamkoncept AB, the biggest internet portal today serving schools and communities with products that changes teaching into movement for more learning and better health.
Simply Draw it Big, the European agency of visual practitioners, is aiming to make Malmö the most visual city of Europe by strong partnerships with key actors and collaborations with the local community of illustrators, street artists and other visual practitioners.
 

Use of funds

50% Branding & Marketing; Using two different marketing agencies for help with marketing, content writing, SEO and social media for brand awareness and increased sales.
For attending School -and Architectual and Workplace Exhibitions, and marketing through ads in school magazines and architectural magazines. For producing reference projects videos for use for reference cases.
25% To build stock, for ease of access to product, for having product locally for quick deliveries, to have product in stock when distributors and re-sellers needs to re-stock.
25% Sales activities; Hire 3 sales reps to work in the major 3 cities; Malmö, Göteborg and Stockholm.

Industry Certifications/Awards

Byggvarubedömningen's environmental assessment.

Return on Investment

We see that the brand will rapidly grow the next upcoming years while the brand is being launched and established in the Nordics, and across Europe, and that we are ready for an IPO or are acquired by one of the bigger players on the market within 2-3 years.

Risk Analysis

Large competitors' dumps prices. Close relationships with big re-sellers as well as growing number of affiliates with word of mouth recommendations.
Distribution grows faster than stock levels. Focus on a few products and buy large quantities.
Development of similar competitive products. WriteyBoard is more than its products. Its a story about an entrepreneur who struggles to give companies around the globe room for creativity. If someone creates a similar product. they will never be able to copy the mission. To help people get space for dreaming big.