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Invest in a passion, a blockchain project to add transparency to wine and spirits business
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Invest in a passion, a blockchain project to add ... · Invest in a passion, a blockchain project to add transparency to wine and spirits business

Jun 23, 2018

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Page 1: Invest in a passion, a blockchain project to add ... · Invest in a passion, a blockchain project to add transparency to wine and spirits business

Invest in a passion, a blockchain project to add transparency to wine and

spirits business

Page 2: Invest in a passion, a blockchain project to add ... · Invest in a passion, a blockchain project to add transparency to wine and spirits business

Contents 1. SUMMARY ...................................................................................................................... 3

2. PROBLEMS .................................................................................................................... 4

2.1. Wine and spirits counterfeit ....................................................................................... 4

2.2. Product life-cycle ........................................................................................................ 4

3. Solution............................................................................................................................ 5

3.1. Blockchain ................................................................................................................... 5

3.2. CORC (Content Originality Control) system ............................................................. 7

3.2.1. Track using CORC .................................................................................................. 8

3.2.2. Uncork using CORC ............................................................................................... 9

3.2.2.1. Advantages for Producer: ................................................................................... 9

3.2.2.2. Advantages for Consumer:............................................................................... 10

3.3. $corc token ................................................................................................................ 12

3.4. Own wine production ................................................................................................ 12

3.5. Marketplace ............................................................................................................... 14

3.6. APP ............................................................................................................................ 15

4. MARKET SIZE .............................................................................................................. 15

5. BUSINESS MODEL ..................................................................................................... 16

5.1. Value Proposition ...................................................................................................... 16

5.2. Key Partners/Suppliers ............................................................................................ 17

5.3. Key Activities ............................................................................................................. 17

5.4. Key Resources .......................................................................................................... 17

5.5. Customer Relationships ........................................................................................... 17

5.6. Channels ................................................................................................................... 18

5.7. Customer Segments ................................................................................................. 18

5.8. Cost Structure ........................................................................................................... 18

5.9. Revenue Streams ..................................................................................................... 18

6. Token Distribution ......................................................................................................... 19

6.1. Bounty ........................................................................................................................ 19

6.2. Pre-ICO – Early contribution period: ....................................................................... 20

6.3. ICO ............................................................................................................................. 22

6.4. Use of Proceed from ICO’s ...................................................................................... 23

7. TIMELINE ...................................................................................................................... 24

8. ТЕАМ ............................................................................................................................. 25

9. REFERENCES ............................................................................................................. 27

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1. SUMMARY

We are very happy and proud to introduce you the very first wine and spirits focused

start up based on Ethereum Blockchain.

With this, we also want to introduce our cryptocurrency that will allow us to continue

pursuit or dreams and build our business together with you all, our backers: $corc coin.

We are a highly motivated and enthusiastic team with diverse backgrounds and

experiences that will complement each other to make this business work.

From Supply chain, to programing passing through finance, ERP specialists and wine

producers, we will make sure that we continue to incorporate key elements to our core

team to reach our objectives.

We will diversify our business model and work with key partners to be able to deliver

our vision and solutions and build a sustainable business.

Please see below what we plan to deliver:

Provide Producers with tools to manage the supply chain for Wine and spirits

production. Also we will work with the cork producers to control cork quality and

origin.

Fight counterfeit with or Codeblock based solution to guaranty authenticity of

the product, CORC – Content Originality Control. (patent pending) We are

adding more control to the entire bottle life cycle from Production to after

consumption. We will provide solutions so both consumers and producers can

control the number of bottles still in circulation.

Especially talking about fine wine and spirits this will be a game changer that

will ensure authenticity of wine, both if you plan to purchase as an investment or

for consumption.

Create our CellR Lab app so producers can track bottles, onsite and offsite

inventory levels, sales, distribution, consumption, all in real-time.

Share pertinent supply chain data and insights, or entire content produced by

CellRLab with the final consumers.

Open a wine marketplace that allows cryptocurrency holders to buy and

exchange wine and other spirits. $corc token holders will have benefits and

discounts.

Create our own wine brand and produce quality wines with originality certified

by Ethereum Blockchain.

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2. PROBLEMS

2.1. Wine and spirits counterfeit Wine lovers want to know where their wine comes from. We make it easy for your business to bring trustworthy information to the point of sale, helping you build brand trust. Fake wine Is a multi-billion dollar market. The total value of fake wine according to Maureen Downey, one of the foremost experts on fake wine who was leading the wine authentication classes, is around $3 billion. In some situations, fake wines can be easy to spot by observing common typos, unusual labeling or bottling. In other instances, fraudulent replications may seam impeccably real from the exterior and only after consumption, one notices that the product has in fact been forged.

2.2. Product life-cycle A producer generally losses track of its good produced as soon as the

item is sold to a third-party distributor, retailer or any other type of

consumer. We want to add that extra layer of control, which will provide

real value and trust to both ends, from producer to consumer.

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3. Solution

3.1. Blockchain

The Blockchain is a public and distributed register shared among different

participants of a peer-to-peer network. Maybe the best reference you have

related to blockchain is Bitcoin. Although Bitcoin is an innovative and exciting

payment system, or currency, it is the technology behind Bitcoin that we are

using to secure and register CellR Lab transactions.

Ethereum, the blockchain technology that our project uses, allows users to

execute peer-to-peer contracts. It enables us to register on the blockchain who

owns what and its exchange value.

Blockchain is a distributed ledger or decentralized database (no one regulates

or owns it). It is a network of replicated databases, synchronized via the internet

and visible to anyone within the network.

“A blockchain is a magic computer that anyone can upload programs to and

leave the programs to self-execute, where the current and all previous states of

every program are always publicly visible, and which carries a very strong

crypto economically secured guarantee that programs running on the chain will

continue to execute in exactly the way that the blockchain protocol specifies.” —

 Vitalik Buterin

Auditable

An auditable record that can be inspected and used by companies, standards

organizations, regulators, and customers alike

Cost-efficient

A solution to drastically reduce costs by eliminating the need for “handling

companies” to be audited

Real-time and agile

A fast and highly accessible sign-up means quick deployment

Public

The openness of the platform enables innovation and could achieve bottom-up

transparency in supply chains instead of burdensome top-down audits

Guaranteed continuity

The elimination of any central operator ensures inclusiveness and longevity

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Blockchain is an incorruptible distributed ledger of data, which can be used to

store informational assets ranging from managing cryptographic contracts to

transferring value.

Please see below a visual representation of the technology:

The usages of the blockchain are various:

At CellR it will allows us to track every single owner of the bottle until the last

person that registers it on the blockchain, hopefully when someone uncorks it.

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3.2. CORC (Content Originality Control) system

The total value of fake wine according to Maureen Downey, one of the foremost

experts on fake wine, is around $3 billion and growing each year.

We want to add that extra layer of control to the bottle life cycle by

enabling the consumer to contribute to guarantee the originality of the

products he consumes. By doing so, the consumer will be rewarded $corc

tokens he can exchange and the producer will access valuable data

regarding the last step of the product life cycle.

We intend to do this by:

Track the bottle life cycle, from producer to consumer, avoiding this way

that the consumer buys counterfeit products and allow more control of

the supply chain. $corc tokes rewarded

Gathering information regarding when the wine in Uncorked and feed it

back to the producer. This way it allows him to get detailed chronologic

and geographic data and insights of the entire journey of goods

produced, which could be leveraged to refine marketing and sales

strategies and decisions. $corc tokes rewarded

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This control will be done using QR codes and/or RFID tags and blockchain to

guarantee traceability and security.

3.2.1. Track using CORC

One function of corc system is to allow consumers to track the bottle

while its ownership changes and feed back data to producers.

This will provide valuable information to producers regarding the products

path all the way to end user purchase and consumption. This will also

allow producers to get valuable data and measures of goods sold. The

insights gathered can be ultimately leveraged for optimizing strategies

and processes, which will enable economic growth and customer loyalty.

The steps to complete a track are:

1. Scan QR Code

2. Confirm the track

3. Add picture (optional)

4. Enter/verify the bottle serial number

5. Be rewarded $corc (if serial number and picture are provided, more

tokens are rewarded)

Scans can be done using our app or using chrome browser QR code

scan or other scanners on a mobile device with internet access.

QR codes can be placed in the front or back of the bottle and be unique

for each bottle referencing the bottle number, or general for a certain wine

production for the year.

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Tracking QR code outside of the bottle. Can be on the front, back or even

on the capsule outside

Unique QR codes are recommended for high end, small batch wines and

spirits were quality and originality warranty is necessary.

Every single bottle will have a unique QR code that when is marked as

uncorked will feed to the corc ecosystem and allow consumers to verify

originality of the product being purchased.

3.2.2. Uncork using CORC

The uncork functionality allows the consumer to certify that the bottle has

been consumed. That information (along with date and location) will be

registered on producer’s database.

The QR code in this case will be located on a part of the bottle only accessible

when opened for consumption. It can be either:

Hidden under the bottle top cover

Placed in a sealed container that should only be unsealed when

consumption occurs

QR Code placed inside the capsule or under a sealed logo/capsule cover

This act will provide various advantages to both consumer and producer.

3.2.2.1. Advantages for Producer:

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Track the bottle life cycle until final step, consumption

Gather valuable information such as geographical and biographical

context of the product reach

Able to better control stocks allowing to automatically update own

asset tracking ERP

Guarantee quality and originality. A bottle once registered as

opened will indicate other users that the product is counterfeit.

Launch loyalty programs and other campaigns straight after a QR

Code is scanned.

Improve story telling around wines and spirits and boost emotional,

social, and epistemological experiences within consumers.

3.2.2.2. Advantages for Consumer: Allow verification of product originality.

Contributes to the fight against counterfeit

Be rewarded $corc for scanning the QR codes, join loyalty

programs, share the project

Use your $corc tokens in the marketplace

Allow to keep track of all transactions and possessions

Counterfeit control Opening control Traceability

Track ● ●

Uncork ● ● ●

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3.3. $corc token

$corc token is the motor of our ecosystem.

Token name

$CORC

Token Supply

1.000.000.000 $CORC

Type ERC20

It will be used so buyers and sellers can exchange value within the ecosystem.

Users of the CellR Lab platform will be rewarded $corc tokens by completing

tasks:

Track Bottles using CORC

Uncork bottles

Referral programs

Also, the token can be assigned to a bottle and when this bottle is sold and

changes hands, the token will be changing ownership also and guarantee that

way the authenticity of the bottle from the producer until the consumer uncorks

it.

3.4. Own wine production

In the grandiose amphitheater of the Douro Valley, classified World Heritage,

man gave birth to Port wine and table wines of great quality.

Long famous as the source of port wine, the Douro is now also renowned for its

fine, rich unfortified wines, both red and white.

Port wine is the oldest ambassador for Portugal. Grown on the terraces of the

Douro, it proudly belongs to one of the oldest demarcated regions of the world

since the Companhia Geral da Agricultura das Vinhas do Alto Douro (General

Agricultural Company for the Vineyards of the Upper Douro) was created in

1756. Its mission was to set the boundaries of the region, register the vineyards

and classify the wines according to their quality.

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Douro table wines, which in recent decades have gained great renown and

have been acclaimed across borders, thanks to the quality of both the reds and

whites, and even the rosés, are also produced here.

Inseparable from the River Douro that runs through deep valleys from the

border with Spain until near Porto, this region of Schist Mountains, with poor,

harsh soils, was transformed by the actions of the men who planted the

vineyards step by step. Green in summer, fiery red in autumn, the vineyards

have created a unique landscape classified by UNESCO.

The Douro region is divided into three sub-regions: from west to east the Baixo

Corgo, Cima Corgo and Douro Superior. The fertile, cooler, rainier Baixo Corgo,

closest to the Serra do Marão, is the sub region with the most vineyards. The

Cima Corgo, including the towns of Pinhão, São João da Pesqueira and Tua, is

the heartland of fine port production, also the source of many of today’s fine

unfortified wines. The Douro Superior, very cold in winter, infernally hot in

summer, is the biggest of the sub-regions (by no means all planted but much

planting is underway).

The Douro has a huge selection of local grape varieties, and many vineyards of

impressive, gnarled old vines that give small yields of rich, complex wine,

whether for port or for unfortified wines. Dozens of different grape varieties may

be mixed together in these old vineyards. In modern vineyards, vines are

planted separately, and five grapes have been declared the top choice for port:

Tinta Roriz, Touriga Franca, Touriga Nacional, Tinta Barroca and Tinto Cão.

Some of these, from old, mixed-variety vineyards at high altitudes, are being

used for a new generation of dry white wines.

Traditional landholders in the Alto Douro region have produced wine for some

2,000 years. Since the 18th century, its main product, port wine, has been world

famous for its quality. This long tradition of viticulture has produced a cultural

landscape of outstanding beauty that reflects its technological, social and

economic evolution.

Millions of hot, tough hours of manual work have gone into terracing and

training these great hills of schist into vineyards. Neat terraces corrugate every

horizon, rows and stairs intricate as cornrows, maps with living contours. The

visual effect is mesmerizing even before the first drinking session of Douro

wines.

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We plan to have a production of 50.000 bottles of Wine with market value of

250.000€ on the first year so we can this way showcase or solution and open

our marketplace, allowing you to exchange already your $corc tokens for a

product and contribute for the ecosystem to start producing sharable results.

3.5. Marketplace

Our blockchain based marketplace will allow wine and spirits merchants to sell

their products and consumers to acquire them using crypto.

All exchanges will be recorded in the Ethereum blockchain. $corc token will be

used to exchange value.

Marketplace

Corc system application layer

Corc token

Ethereum IPFS

We will accept Bitcoin, Ethereum, Litecoin and monero to be exchanged for

$corc for purchases.

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3.6. APP

The CORC app

We intend to develop the next generation of wine tracking app’s connecting the

producer to the consumer and allowing them to collaborate into guarantee the

quality and originality of the product being purchased.

In addition, we want to allow the consumers to control stocks, sell/buy wines on

the marketplace and review wines, producers and sellers.

This first step is to guarantee that the basic functionalities of the app are

working according to plan, Track and Uncork.

We will use our own wine to showcase these functionalities to possible clients

and to enable the marketplace. This will enable our ecosystem to fully function

and then to start working on the grow strategy.

4. MARKET SIZE Alcoholic Beverages Market was valued at $1,344 billion in 2015, and is projected to reach $1,594 billion by 2022, growing at a CAGR of 2.1% from 2016 to 2022. Asia-Pacific is the leader in alcoholic beverages market in both volume and value terms, and is expected to continue leading the market through 2022. - Allied Market Research We consider that allowing the cryptocurrency owners to purchase alcohol using crypto on top of the producers that opt to use one off our solutions will allow us to capture a small portion of that market, but very significate in terms of profit. Having 0.001% of the total market prediction for 2022 will traduce into 1.594.000 dollars. Also, after the successful implementation on wine and spirits business we pretend to explore other markets such has olive oil, high end fashion

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industry and other markets were originality warranty is a must and counterfeit is a problem.

5. BUSINESS MODEL

5.1. Value Proposition CellR Lab will bring together a community of wine and spirits producers and enthusiasts in a fully integrated platform driven by blockchain and digital technologies. Its business model will provide value to all stakeholders in the sector. The same model can later be diversified and expanded as it is applicable not only to the wine and spirits, but also to other types of premium high-end products that high propensity of fraudulent replication.

For producers:

Our innovative P2C (production to consumption) traceability solutions and services will help adherent wine producers obtain real time customer data and insights, which may be leveraged to deliver more efficient marketing communications and sales strategies. The CORC system will reduce producers’ risks and losses resulting from counterfeit products circulating in the marketplace. CellR Lab will help producers increase their target customers perception of quality by certifying the authenticity of the product and by disclosing integrated data on the P2C cycle. The latter will help producers enhance consumer awareness and trust on the products, and consequently leverage brand-value and loyalty. Ultimately, CellR Lab, aided by sophisticated distributed ledger technology, will help producers achieve growth and gain competitive advantage in the marketplace.

For consumers: Consumers will enjoy easy and fast access to information about the wine (i.e. origin, authenticity, supply chain journey, impact on environment and society, etc.). At any point of purchase (e.g. online store, retail shelf, or a restaurant) instant, reliable and pertinent data about the product will favorably influence buying purchase behavior, as well as enhance overall consumption experience.

Merchants/Retailers

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If you’re a wine retailer you will have access to a data base based on the blockchain that will guarantee the originality of the product you are selling or buying.

Contributors/Token Holders

$Corc token holder can exchange the tokens in their possession for product in our marketplace or trade the same for other cryptocurrencies/FIAT.

5.2. Key Partners/Suppliers Our key partners/suppliers will be composed of high quality wine and spirits producers. Other important suppliers include:

Tech firms that will help us develop the technology, platforms and

Apps for CellR Lab;

Digital marketing service providers that will help us deliver an

appealing global communication strategy;

Management and finance consultancy firms that will help us ensure

best business practices and manage risk for all our stakeholders;

Legal advisers that will safeguard transparency and regulatory

compliance at all stages of the business cycle.

5.3. Key Activities

5.4. Key Resources Technology developers Software licensing and security Digital marketing & communication tools and content Wine production for showcase ICO funding Advisory firms (legal, technology, management consulting etc.)

5.5. Customer Relationships CellR Lab customer will be the producers of top quality wines and spirits. A customer centric approach is essential for the success of the business model.

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5.6. Channels CellR Lab will operate mostly via online channels to obtain and retain customers. The company will also help producers in the promotion and use of the technology to all users in the P2C flow (logistic operators, retailers, and end consumers)

5.7. Customer Segments CellRLab will target producers of premium wines and spirits, and eventually other manufacturers of consumable goods that have a high propensity of fraudulent replication.

5.8. Cost Structure Technology developers Software licensing and security Digital marketing & communication tools and content Wine production for showcase Advisory (legal, technology, etc.) Token rewarded

5.9. Revenue Streams CORC subscription fees Own Wine sales on marketplace Transaction fees from cryptocurrency purchases, sales and exchanges on marketplace

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6. Token Distribution 6.1. Bounty

2% of total tokens, 20.000.000 $CORC will be rewarded during our bounty program. According to the given value of the token, this will represent 500 ETH.

The bounty period will range from one month before the pre-ico until the end of the same.

We will reward $corc tokens by completing the below programs:

Advisory services - 20%

Digital content creation – 15%

Bitcointalk - 15%

Document Translations - 15%

Blogs/media project sharing - 10%

Telegram - 5%

Facebook - 10%

Twitter - 10%

If you want to participate, please reference to our Medium page with all the details:

https://medium.com/@CellRLab/cellr-lab-bounty-program-d52d0a77a19f

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6.2. Pre-ICO – Early contribution period:

Rate Pre ICO - 25% Bonus

1 ETH = 40.000 $corc

1 $corc = 0,000025 ETH

2000 ETH (~500k€)

Offering Size

8% of total tokens 80.000.000 $CORC

Objective

500 ETH – If not achieved, all funds will be returned to the Pre-ICO investors

Pre ICO Period

Start date: 09/12/2017

End date: 09/01/2018

The Pre-ICO period will allow us to gather some key elements to complete our team:

A Blockchain and cryptocurrency world knowledgeable legal resource

A trust worthy Blockchain/ICO/Cryptocurrency advisor that wants to be part of a committed, energetic, multicultural and passionate team. Most important, that shares our vison: An open, transparent and connected community around wine and spirits were clients enjoy knowing what they consume and producers love to share the stories behind their passion.

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Create a marketing department to help us reach out to our key

audience, clients, investor and costumers

The PRE-ICO will accept ETH and Bitcoin contributions.

We will provide more precise information on the pre-ICO participation model closer to the date.

The percentage of tokens to be release is the equivalent to 8% - (80.000.000 $corc tokens) of the total amount of tokens

Note: (Refer to the ICO page for details to check on the token structure)

80.000.000 $corc tokens = 500.000 € (considering Ethereum price around 250€)

We aim to raise an amount of contributions that aligns to our objective, to allow us to keep developing our vision; we consider the above figure in line with our immediate needs.

The Contribution period will last for a period of 1 month, from 9th of December until the 9th of January.

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6.3. ICO

Rate ICO - 20% Bonus

1 ETH = 32.000 $corc

1 $corc = 0,000030 ETH

2000 ETH (~500k€)

Offering Size

40% of total tokens 400.000.000 $CORC

Objective

2000 ETH – If not achieved, all funds will be returned to the investors

ICO Period

Start date: 2nd quarter 2018

End date: 1 month after start date

The percentage of tokens to be release is the equivalent to 40% - (400.000.000 $corc tokens) of the total amount of tokens

The ICO will accept ETH and Bitcoin contributions.

400.000.000 $corc tokens = 3.000.000 € (considering Ethereum price around 250€)

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6.4. Use of Proceed from ICO’s

40%

10%

40%

8% 2%

Token Allocation

Reserve Team ICO PRE ICO Bounty

25%

20%

15%

10%

30%

Token Sale Usage

R&D WINE Production

Legal Admin and Ops

Marketing

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TIMELINE

Work on the implementation of “CORC - Content Originality Control” looking to commercialize in 2019 using our wine Own wine production and release Open wine and spirits Marketplace where $corc, Bitcoin, Ethereum, Litecoin and monero can be used to purchase wine and spirits. Globalization of the business. Both wine production and consumer/producer services. Improve the app social side creating a new era of wine tracking apps were users and producers are compensated for the usage bringing them closer together. Expand the own wine business both in offer size and diversity Replicate CORC system to be used in other products such as Olive oil

and high end fashion brands

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7. ТЕАМ

We are a small committed team that allows us to define the bottom lines of the business we trying to implement, looking at all the prisms of actors involved. We aim to deliver value to the initial investor providing from the start a value for the $corc tokens.

Pedro Silva – CEO

Samir Ahmad – CFO

Rafa Domingues – CTO

Stephane Ferreira – Wine market consultant – CEO @ Quinta do Pôpa Want to join the team? Please look at the bounty chapter of the whitepaper. We have different backgrounds that complement each other. For reference, below you can find some of companies we worked or work for:

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