Team Market

Introduction Traction

Problem Competition

Solution Business Model

Product Investing

Advantages Contact
The Team
Paul Andrew Nolletti | Co-Founder

Paul’s true passion has always been for innovation. The phrase “it cannot be done”
does not exist in his vocabulary. Paul graduated from Pace University with a
bachelors degree and double major in business and brand management. He has
worked in management positions across numerous industries such as horticulture
and shipping logistics, and has overseen operations of a successful family business
for over 10 years. Paul’s outside-the-box thinking and unique approach to problem
solving are a few of the traits that were elemental in the early stages of creating
Urban Spring.

Nolan O’Brien | Co-Founder

Nolan, an inventor at heart, has spent the last twelve years growing his network in
C-Level B2B sales. His relentless yet efficient problem solving has positioned his
family business as one of the premier tax consulting firms to the Private Equity
industry. Having particular success with clients in the manufacturing and hospitality
industries, including many large restaurant and hotel companies, Nolan has gained
behind the scenes insight into what it takes for a large company to achieve
day-to-day and long term success. This, along with his life-long passion for creating
and exploring new solutions has played a pivotal role in the creation of Urban Spring.
 Introduction - Our Story
We set out to discover why, despite getting enough sleep, drinking enough and eating
healthy, we often felt sub-par in our day to day lives. We both suffered from headaches, low
energy or difficulty focusing. Talking to friends and family, we found we weren’t alone.
Research into these symptoms led us to discover that it was a mild to severe case of chronic
dehydration and potentially the cause for other minor health issues.

What we had been calling the norm for our entire adult lives was actually an illness. An
illness potentially affecting up to 240 million Americans. One with a very simple solution.

We all know you can lead a horse to water but we as humans often prefer to hydrate with
caffeinated or sweetened beverages. Just by switching our daily fluid intake to water we
completely eliminated our symptoms. So we set out to help others drink more water. The
result is the best tasting, most sustainable and only fresh infused bottled water. Made only
with fresh cut fruit and herbs, and no artificial preservatives, flavors, essence or gimmicks,
and stored in our patent pending container, Urban Spring is poised to become the #1
infused bottled water.
 The Problem
Based on much of our own research, we have discovered that the majority of people do not
like to drink water because it is simply boring and lacks flavor. In the afternoon lull, we all
recognize that quick impulse to grab a coffee, sugary soda or energy drink as a pick-me-up.
These beverages are usually filled with artificial flavors or can be highly caffeinated,
intensifying the effects of dehydration.

Side effects, while plentiful, include headaches, muscle aches and confusion. It has also
been found to affect our mental health: decreasing work performance and even increasing
our perception of a task’s difficulty. We often brush these symptoms off as regular daily
occurrences and label them part of the “daily grind”, which today has become the norm.
 The Solution
What we have created is a new business with a primary product of premium fruit and herb
infused bottled water. Our simple solution to the dehydration epidemic is to make water
craveable.

By bottling the all natural and great tasting infused water we’ve made at home for years,
Urban Spring has finally made real infused water accessible and convenient. This new
beverage makes it easy and fun to rehydrate your body when you’re in a hurry, or just doing
your daily routine, without sacrificing that fresh-made flavor that was once only available at
home.
 Product
Urban Spring consists simply of Home subscription customers will initially receive 2
purified water and specially reusable bottles and a week’s supply of our returnable lids
selected fresh fruit and herb filled with the recipes of their choosing. Customers can
combinations, creating a water then fill the bottles with water of their choosing and twist
that is delicious, flavorful, and on a lid. Following shipments will include return shipping
unlike the taste of any other labels for used lids, so that Urban Spring can recycle them.
bottled water on the market.
No added sweeteners.
No artificial flavors.
No gimmicks.

Just the best, most natural

ingredients on Earth, in a bottle.

Out target lifespan of reusable

bottles and lids is 8 years.
 Advantages
Bottles are designed to help
us drink enough water.
Initially offered at 32 oz per Sustainable.
unit, just one bottle is half of
the recommended daily No artificial
intake. Smaller and home flavors, sugars,
sizes to come! preservatives
or colors.
Made from
real fruit and A business model that gives back to both

herbs. customers and the environment. For

each bottle purchased from and

100% returned to Urban Spring for recycling,

retail customers will receive $1 off their
Natural. next purchase, and the company will
donate to clean water projects.
 Market
Currently, no other beverage company offers a fresh, real infused bottled water. Urban Spring
has a window of opportunity to introduce this product and gain a significant piece of the
beverage industry which surpassed $180B in 2018.

The new product caters to a range of U.S. customers, across a wide age range, and is
expected to hold a significant market share once established in the industry.

Research has shown that our target audience of health minded 20-45 year olds, are willing to
pay more money for premium products, rather than pay less for something of lesser quality.
At a retail price of $4 per 32 oz bottle, this product falls into the same premium beverage
category as Starbucks coffee or BluePrint Organic juice.
 Traction
Having not yet commenced sales, Urban Spring has already begun seeing a demand for the
product among consumers.

While building relationships with companies in our supply chain, our business has already
secured its first client with a written commitment of 400 bottles of infused water per week, to
initiate once production starts.

In line with our business model our first client has chosen to purchase from Urban Spring as
an employee perk, anticipating the benefits from proper hydration.
 Competition
Water brands such as Vitamin Water and Sparkling Ice have flavors people enjoy but are
derived from flavor concentrate or essence, are filled with preservatives, can have up to 40
grams of sugar or have those mysterious ‘zero sugar’ sweeteners. Others such as LaCroix or
Polar Seltzer ditch the sweetener but all these flavored waters often taste like just that - flavors.
When has that raspberry flavor tasted like an actual raspberry?

By far our closest competitor is Spindrift. They have captivated audiences with cans of real
squeezed juice in carbonated water. This all speaks to the demand for an alternative to plain
old water. However, until now, the only way to drink real infused water has been at home, a
hotel lobby, spa or fancy restaurant. Urban Spring is to become the only real infused bottled
water, proving its freshness with actual cut fruit and herbs you can see in every bottle -
nothing else.
 2-Stage Business Model
B2B Model
-Launch Strategy
-Marketed as an employee perk leveraging
proven increased productivity and focus, as
a result of being properly hydrated
-Low cost of entry
-Pre-filled bottles, delivered to offices on
bi-weekly basis
-Empty bottles picked up with each
following delivery and brought back to
Urban Spring for recycling
-Target businesses of 1000+ employees
B2C Model
-Beginning in Y2 - Home delivery
subscription service
-Online and App ordering, delivered weekly
direct to consumers. Initial marketing
towards B2B clients’ employees
-Pre-packed Lids shipped with two reusable
bottles
-Lids mailed back to Urban spring for
recycling at no cost to consumer, reusing
the same box new shipment arrived in
-Large focus on marketing to target health
minded consumers ages 20-45
 Timeline
Completion of Lid
Company & Brand Begin Production & Increase investment in
Testing, Flavor marketing & expand
Established, Patent Sales to businesses
Formulation and into new markets.
filed, R&D, Prototype in major US Markets.
Shelf Life Testing.

Y1Q1 Y1Q3 Y2Q2

Y1Q2 Y2Q1

Initial Investment of Co-Packer Setup Series A funding

round of $10M &
$500k and Trial Runs.
Launch of
Subscription service.
 Investing
We are looking for an initial investment of $500k, which will put the product into production
for a Summer 2019 launch and sustain operations for first 12 months based on demand.
Following the initial investment, we will be seeking a series A round of $10M to scale the
business. We expect annual revenue to be $12M by end of Y2, which represents 10 ideal B2B
clients (1000+ employees) and 2000 retained B2C customers. Profits will be 35% initially but
will grow as the company scales up.

The investment will be used to finalize the production model of our lid. On its 4th iteration, it
is currently 95% complete and works as intended. Modifications may be made to help
increase the shelf life of the product and accommodate MAP or HPP .

Other expenses include, shelf life testing, nutritional value development and testing,
co-packer setup and trials, legal and travel expenses, as well as website and app
development, employees, marketing, promotions and insurance.
 Rotating Combinations
Cucumber & Fresh Mint Rose & Cardamom
Muddled Blueberries & Strawberry Blackberry & Rosemary
Orange, Cucumber, Lime, & Lemon Strawberry, Lemon & Basil
Lemon, Cucumber, Fresh Mint, & Fresh Rosemary Cucumber & Mint
Grapes, Strawberries, & Fresh Mint Blueberry & Lavender
Apple & Cinnamon
Watermelon, Pineapple, Apple, Coconut
Watermelon & Jalapeño
Honey Dew, Cantaloupe, & Watermelon
Peach, Vanilla bean
Peach, Honeydew, & Cantaloupe
Raspberry, Rose
Watermelon, Peach & Basil
Mango & Mint
Strawberry & Fresh Mint
Carrot, Ginger, Lemon & Apple
Fresh Mint, Lemon, Hint of Lavender Cherry, Lime & Mint
Peach, Strawberry, Raspberry & Blackberry Orange, Cinnamon & Ginger
Kiwi, Raspberry, & Peach Pineapple & Mint
Strawberry & Orange, Hint of Ginger Strawberry & Vanilla bean
Passion fruit & Lemon Peach & Lavender
Cherry & Lime Pineapple & Ginger
Pumpkin, Cinnamon, Vanilla (Seasonal) Blood Orange & Mint
Apple & Cinnamon Sticks (Seasonal) Cucumber & Kiwi
Banana, Ginger, Lemon, Honey Peach & Sage
Honey, Ginger Orange, Hibiscus & vanilla bean
Honey, Citrus White tea, Jalapeno & honey
Acai berry Cucumber, Dill & Mint
Lemon, Thyme & Rosemary
Maqui berry
Ginger & Peach
Grape, Lemon, Parsley
Blackberry, Vanilla, Sage
Ginger, Pear, Cinnamon, Vanilla Bean
Blackberry & Rosemary
 Proprietary Lid Design

Twist off the top or use the integrated straw hole to enjoy!
Our patented lid design has an internal pod which holds fresh fruit and herbs in a sealed
container, keeping them safe from oxidation and over-flavoring the water.

Upon twisting the lid one rotation, the fruit is pushed into the bottle.
Upon twisting a second time, the lid can be removed.
 Mobile App and Online Ordering

App and online

ordering with a fresh
rotating selection of Your order has been
placed. Thank You!
flavors, delivered right
to your door.

Customers can
subscribe to weekly
delivered water, or
choose to purchase at
New Flavors to choose from every week!
their convenience, with
no subscription
necessary.

Check us out on Social Media!

 Contact

URBAN SPRING, LLC

Tenth Floor

575 Madison Avenue

New York, NY 10022

Paul Nolletti | paul.nolletti@gmail.com | 914.584.2048

Nolan O’Brien | thenolanobrien@gmail.com | 646.318.5264