International Entrepreneurship

Mr. Luis Coromina Unzueta, CEO

Table of contents

• Presentation

• The company

• Market definition

• Clients

• Products Facilities

• Finance overview

• Internationalization

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Presentation

• BA in Business Administration at ESADE Barcelona

• Strategic consultant at Oliver Wyman Madrid

• Founder of 2 start-ups:

Mycd Music

ThinkLight-Insolit: https://www.insolitbcn.com/

• CEO at Farinera Coromina Agri-Energia since 2013: https://farineracoromina.com/?lang=es

• Board member at TEISA Bus

• https://www.linkedin.com/in/luiscoromina/

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Company overview • Agri-Energia Group was founded in Banyoles in 1897 by the Coromina family.

• Originally Farinera Coromina flour mill and Agrienergia dedicated to production, distribution and

commercialization of electricity

• Further ventures such us TEISA 1920 and AGBANY

• Revenue > 50M€

• > 300 professionals

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• Farinera Coromina flour mill: we help artisan bakers differentiate their business and spread

quality, flavorful and healthy bread across society

• Revenue >13.500.000 €

• 40.000 tones of wheat processed

• Team of 50 professionals

Link to video: https://www.youtube.com/watch?v=a1gNxmO1qAU

Company overview

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Company overview

• Lluís Coromina Foundation: people, animals and arts

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Company overview • Family company

• Culture oriented to:

✔ communication

✔ team work

✔ Innovation-Intrapreneurship

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Market definition

Spanish market

• Around 100 flour mills in Spain

• >4.000.000 tones of wheat processed

• Market size >1.500 M€

• Overcapacity thus low profitability

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Marketing strategy

• Sales agents

• Fairs

• Digital: website, Instagram and Facebook

• Sponsoring artisan bread events such as “La Ruta Española del Buen Pan”

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Marketing strategy

Client segmentation

Small Artisan Baker

• From 1 to 5 bakeries

• Artisan production

• Needs to differentiate his products from the retail channels

• Format: 25kg bags

• Involved in all the key processes (production, sales, HR…)

thus needs help from suppliers

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Marketing strategy

Client segmentation

Medium sized baker

• Up to 30 bakeries or important distribution network

• More type of a business man

• Format: bulk and 25kg bags

• Automated production with human intervention

• Needs to differentiate his products from the retail channels

• Involved in some key processes

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Products

TRADITIONAL

• Bread flour

• Pastry flour

• Cakes flour

• Biscuit flour

INNOVATIVE

• Organic

• Specials Can Trull

• Whole wheat

• Other cereals (rye, spelt…)

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Products

Stone-milled flours from Moulin de Colagne (Lozère, France)

Exclusive distribution agreement for top quality stone-milled flours: wheat, spelt and rye, both conventional and organic

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Competitive advantages • Wheat quality and origin

• Mixing

• Quality

• Product differentiation (organic, stone-milled, specials…)

• Technical assessment

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Facilities

• Flour mill: wheat intake, milling, bagging

• Quality laboratory

• Bakery

• Offices

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Finance overview

• Typical P&L of a European Flour Mill

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• Entry barrier: Capital expenditures

• High financing needs: clients, stocks

• Volume vs niche

Finance overview

• Investments:

1. Efficiency

2. Industry 4.0

Automation

Big Data

IoT

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Internationalization • Real international cases:

1. France

2. New York, USA

3. Gulf of Guinea

• Challenges for new markets:

• Tariffs

• Local laws

• Payment terms

• Logistics: direct or distributor?

• How to acquire clients: Fairs? Digital?

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Contacto

THANK YOU and... choose your bread!

https://farineracoromina.com/?lang=es

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