About Eagle Brewing NZ
Eagle Brewing is a Christchurch based craft beer producer. Over the last seven years we have grown into a nationally recognised brand with our multi award winning champion brews being served up in bars, restaurants and cafes across New Zealand.
Come aboard The Port & Eagle
The Port & Eagle is our brand new brewpub and eatery being built in Kaiapoi, North Canterbury. We've outgrown our current space on Riccarton Road, so we've designed a new home on the banks of the Kaiapoi river
With a boatshed design and full glass frontage, side and rear courtyard, the bar area will interact with its surroundings and allow plenty of natural light to come into the building. The open truss roof space will enhance the boatshed feel, with complimentary lighting to blend with the theme of the development.
The bar and brewery experience function area will overlook the brewery, with exposure to the sounds and aromas of the whole process. An exciting entry/exit point to brewery tours will also be built into this area giving a memorable experience to those who take in a full brewpub experience.
You can find out more about the new brewpub in our IM.
Who we are
From humble beginnings in a domestic home garage to winning gold medals and best in class trophies from their Riccarton brewery, owner Dave Gaughan has grown the business to a $570K craft beer mecca with an amazing small team around him.
Why we brew
Owning a business where the appreciation is experienced first hand was one of the driving forces to open a brewery. Missing the flavoursome satisfying beers from back in England, he was determined to bring that feeling to New Zealand with ales and lagers made with real passion.
Why we're crowdfunding
Eagle Brewing has chosen to crowdfund our next stage because crowdfunding is innovative and inclusive.
Our shareholders will become not only part-owners but also customers and advocates. This project will strengthen our place in the competitive craft beer market, launch an exciting new venue, and offer our shareholders the opportunity to join a growing business in a growing community.
The Share Offer
Rights attached to the shares
Investments under $40,000 will purchase non-voting shares in Golden Eagle Brewery Limited (t/a Eagle Brewing NZ). Those over $40,000 will be granted Investor shares with full voting rights.
The rights attached to both types of shares are outlined in the Rights attached to the shares section in our IM
About our Team
Dave Gaughan, Director & Head Brewer
Dave was born in Yorkshire, England, and entered the steel industry straight from school. Receiving a distinction medal for his attainment in Iron & Steel Technology, Dave spent many years in production management improving the company systems and formulating recipes for hi-grade engineering steels before gaining a management degree and setting sail for New Zealand. Here he worked at the iconic Hamilton Jet for seven years before pursuing his dream of becoming a brewer and brewery owner.
Marilyn Yosores, Events & Marketing
Originally from the Philippines, Marilyn came to New Zealand in 2002 working as a nurse aid in nursing homes. In 2008 Marilyn co-founded Cantab Food Wholesalers before changing roles to do what she loves at Eagle Brewing. Marilyn pursued a career in nursing as a Registered Nurse while actively helping as an event and marketing manager for Eagle and Canterbury Beer Festivals.
Ryan Cargill, Brewing & Production
A homebrewer from his university days, Ryan began to reignite his passion for crafting beers at the end of 2014 after a three year hiatus. Now Ryan’s passion for beer and brewing are back into full swing, and working as a brewer is his dream job.
Shermane Yosores, Sales, Design & Administration
Shermane graduated from the University of Canterbury with a management and marketing degree, then joined the Eagle team in August 2016. While her main role is administration, Shermane is always active lending a hand in the brewery, either in bottling or delivering products. If you’ve ever visited our fillery, you’ve probably been served by Shermane.
Richie Davies, Sales Representative
Joining the team in February 2018, Richie has a background as a chef and bar manager. His hobbies are beer, Beer, BEER ... which makes him a good asset to the Eagle team for his general knowledge of craft beers and familiarity with the line of beers Eagle Brewing offers.
Andrew Lambie, Accountant, Lay Associates Ltd Chartered Accountants Rolleston
Andrew has been our accountant from the birth of the company back in 2010. He knows us very well and understands our ambitious venture. Andrew has provided a solid service year on year to Eagle.
Martin Craig, Beertown.nz
Martin has an in-depth knowledge of the craft beer industry, having compiled data for the 2017 ANZ Craft Beer Report. Industry data and demographics from Martin have been invaluable whilst looking into the viability of our new venture.
Katie Gaughan, Accountant
Dave's daughter, Katie gained an accounting degree from Victoria University before becoming an auditing accountant for Ernst & Young. Katie is on the verge of receiving her chartered accountant status this year and has provided a sounding block for business decisions to her father.
What we've done so far
Awards & recognition
2016 – Eagle Coalface Stout wins the Stout, Porter and Black Beer Trophy in the New World Beer and Cider Awards.
2016 – Brewer Dave Gaughan invited to the UK to participate in JD Wetherspoon’s International Craft Brewer’s Showcase.
2017 – Eagle Dry Hopped Pilsner wins the Lager Trophy in the Brewers Guild of New Zealand Awards.
Between 2015 and 2017 Eagle won 20 individual medals in national and international competitions: 10 in 2017; seven in 2016; three in 2015. This shows the improvements made to the quality of the packaged product we supply.
The Flight of the Eagle
Our output has grown every year, but the constraints of our current premises mean that growth is slowing - that’s why we’re moving.
2013 to 2014
One staff member. Saw the largest growth in volume, as we had space in the brewery and less competition in the market.
2014 to 2015
Constrained by brewery space until we acquired ownership of the complete brewery in Riccarton in November 2015.
2015 to 2016
Two staff members. Strong growth again as we made use of available brewery space and more staff. This growth was achieved in the face of increased market competition.
2016 to 2017
Three staff. Growth slows as the constraints of the premises start to show and market competition heats up.
Create a contemporary social hub for the growing North Canterbury community
The jewel in Kaiapoi’s crown is the river. Our build embraces this and will be a focal point to attract the community to come together by the water. The kiwi drinking den of old no longer fulfi ls the modern day desires of couples’ and families’ social experience. Kaiapoi has little that meets the expectation of today’s diners and drinkers.
Demonstrate our commitment to sustainable business practises and local providers
Our focus on local suppliers will reduce our impact on the environment and provide local employment to our supporters. Part of the commitment to the local community is job creation. Employment and upskilling of staff is an integral part of our business.
Secure a proportion of sales at full margin through our own venue
The tank-to-tap approach fits our ethos of supplying a substantial amount of beer to market without the expense and environmental impact of packaging and distribution. The large space we will occupy will allow the sales we require to achieve growth targets.
Attract craft beer tourism, including brewery tours and merchandise sales
Craft beer tourism is a growing sector internationally. Both Melbourne Australia and Wellington NZ are experiencing growth in this area. Kaiapoi and The Port & Eagle are two minutes off Highway One and fi fteen minutes from Christchurch International Airport. Marketing to pull in the tourists will be initiated in conjunction with Enterprise North Canterbury and local Motels/Hotels.
Increase brewing productivity by designing and building a purpose- built facility with new equipment
Productivity levels in brewing need to be high to achieve good margins. Our new site and equipment will ensure that Eagle maintains its position as a viable brewing company long into the future.
Create options for future expansion
The Port & Eagle brand has potential to expand out beyond its location. The possibilities can be explored once we are established as to how this could work in terms of locations and logistics. Expansion in terms of land and accessibility to the roading network is excellent in Kaiapoi.
Risks and Challenges
Note from PledgeMe
We have completed a Veda check on the company and their directors, as well as a google check. There were no adverse findings.
Raise a glass: $247,000 raised and two days to go!
04:08PM Tue 24/04/18 on Eagle Brewing NZ
As we are about to reach our target of $250,000, we would like to reach out and welcome aboard our new shareholders who have put their faith in us to work hard on their behalf and make The Port & Eagle Brewpub a success. Extending our deadline to enable investors to obtain their funds has paid off and we are absolutely delighted!
If you are keen to come aboard, there is still time to invest before our campaign closes at 8pm on Thursday 26th April. The funding is now close-to-guaranteed (so close we can almost taste it), but we can keep going beyond our minimum goal. Do come aboard if you have been considering joining us.
Eagle Brewing NZ will be part of the brewpub business and we're going from strength to strength. We have had a very successful fresh hop season with all beer sold out and solid feedback on the high standard of the beer. We also have some special beer releases lined up soon which we are very excited about.
A big thank you to all those who have supported us so far, including the team at PledgeMe who have been great! We will update everyone again just after the deadline expiry with next steps from there. Here’s to some great times ahead in Kaiapoi.
David, Marilyn and all the team at Eagle.
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Launch Party & 24hr Update
05:59PM Thu 15/03/18 on Eagle Brewing NZ
Thank you all so far for the support, it has been an exciting 24hrs since we launched. Last night we held the launch party in Kaiapoi with part of our crowd, which was really well received. We had the opportunity to visit the build site of The Port & Eagle to see first hand the progress being made on the project and talk about the funding campaign.
We are pleased with the response and know that there might be questions from those who have read the IM, so feel free to ask away through this site.
Dave & Marilyn
Kaiapoi crowd with The Port & Eagle Build behind us!
Comment on this update:
|Maximum Shares Offered||750,000|
Explanation of valuation:
Golden Eagle Brewery Ltd has chosen to base the valuation on a 2.5x multiplier of the forecast revenue of financial years 2018/2019. This is because the investment being made is in the new business model of the brewpub, not the current brewery-only business. The forecast revenue is a split of months 1st April 2018 to November 2018 in the current Riccarton brewery, trading as per previous years, and for the remainder of the financial year trading as The Port & Eagle with the bar, eatery and expanded brewery contributing to revenue. A valuation on a full years brewpub trading would be too far to forecast on for this purpose.
|Prev Year||Current Year||Est. FY 2020||Est. FY 2021|
Company Name: Golden Eagle Brewing Limited
Company Number: 5692127
Business Plan (application/pdf, 7.78 MB, uploaded 18 March 2018)
Financial Performance (application/pdf, 455 KB, uploaded 14 March 2018)
Financial Projections (application/pdf, 1.23 MB, uploaded 14 March 2018)
Cert_Incorporation_Golden_Eagle_Brewery.pdf (application/pdf, 1.68 MB, uploaded 13 March 2018)
Company_Extract_Golden_Eagle_Brewery.pdf (application/pdf, 1.35 MB, uploaded 13 March 2018)
RLS-766083-4-2-1_Constitution__Golden_Eagle_Brewery_Limited-1.pdf (application/pdf, 338 KB, uploaded 14 March 2018)
|David Gaughan||Founder, Head Brewer, Director||https://app.companiesoffice.govt.nz/companies/app/ui/pages/companies/5692127/directors||✔|
Ask a Question (You must login to ask a question)
Your IM states "In 2015 Golden Eagle rebranded as Eagle Brewing NZ." but you the company is still called Golden Eagle Brewing. That makes for some confusing reading.
What's the company's name and why the decision to potentially confuse investors?
Hi Cristian. There is no intention to confuse. Many companies have a trading name which differs to the company name. We registered the company with the companies office as Golden Eagle Brewery Ltd, but when we re-branded we added Trading As Eagle Brewing NZ. So we trade as Eagle Brewing NZ.Answered on 16-03-2018 by David
The “on Deck” and “Land ahoy” Investor perks are different but have the same dollar range. Which is correct.Posted on 17-03-2018 by Hayden Wood
Hi Hayden. The on Deck is the starter for someone who can take advantage of the discounts at the brewpub, while land ahoy states for those who are not lucky enough to live nearby and so has the reward of a birthday pack being sent out. It is the investors choice which option they go for. Hope this helps. CheersAnswered on 18-03-2018 by David
1) The IM has no information about dividends apart from “dividends may be paid after reviewing market position”. Growth is projected up to 2024 but can you provide further insight into the dividends and how this will pay out? as we all expect growth.
2)I am aware of the fantastic team. However, you Dave are the driving force behind Eagle. What contingencies are in place should you take a long holiday or suddenly decide to swim the Cook Strait and no one sees you again ?.
3)As an avid home brewer and drinker of craft beers have you considered other benefits to investors. Such as discounted specials on seconds. Beer that is fine but the label is not straight or at the end of a batch production run after an order has been met.
Cheers, Chris.Posted on 20-03-2018 by Chris
Our assumptions are that by year four the Company will have built up significant reserves in the form of retained earnings and also have sufficient surplus cash after obtaining the capital items required through re-investment in years 1, 2 & 3.
At each AGM the financial reports will show how we are tracking and what reinvestment has been carried out to ensure we stay abreast of the competition.
Dividends will be paid in year four assuming the following:
1.) There is sufficient retained earnings & cash surpluses to allow for dividends.
2.) The directors and voting interest shareholders agree that it is in the best interest of the Company to pay dividends.
My swimming ability is such that the cook straight would finish me off in the first 100m, but yes in the event of me not being around we do have a contingency plan. Key staff will be employed and given incentives to commit to the company longer term, several of which will be family. These key staff will be entwined into the running of the business and along with the implementation of Standard Operating Procedures there should be very little in the way of interruption to operations.
With the discounts on seconds, we tend to have very few sub standard packaged beers and these are usually sold to staff rather than to the general public. As an incentive to come aboard as a shareholder we would prefer to have rewards which are consistently available rather than by chance.
Many Thanks, DaveAnswered on 21-03-2018 by David
In the investor perks from Captains Table and up you are proposing one case of The Port & Eagle’s annual commemorative brew. Given that it was this sort of arrangement that contributed to the demise of Renaissance what advice have you received from advisers on how to account for this perk on your balance sheet in future years?Posted on 22-03-2018 by Bruce Milne
Hi Bruce, from what I understand the issues at Renaissance were management and not to do with the rewards offered as part of the crowdfunding. The investment level we have offered the commemorative beer at is such that there will be limited numbers of them being shipped out. We have costed the potential numbers and are comfortable with the outlay we will incur in the future. I cannot find the information regarding the investment level at which Renaissance offered the cases of beer at, but it may have been at a lower level?Answered on 23-03-2018 by David
Thanks for the earlier reply regarding the annual beer distribution. Yes prime reason acknowledged for Renaissance's failure was the change of distributor. But the beer allocation certainly negatively impacted their balance sheet.
This is a from a letter sent to all shareholders after the 2017 AGM.
"The ultimate objective of this resolution is to remove the $741,523 non-current liability from the balance sheet which has been recorded in the 2015-16 year audited financial statements. This amount is the value the auditors have placed on the annual beer distributions in perpetuity. The recording of the beer distribution in this manner negatively impacts Renaissance’s financial position and credit position with the Bank. The sole objective of the resolution is to remove this non-current liability from the balance sheet."
When I asked ParrotDog why they were not doing an annual beer allocation like Renaissance when they equity crowd funded their response was that their legal and financial advisers had advised against it.
Are you comfortable that this will not have a negative impact on your balance sheet?
1. Do you have any details on the split in the forecasts between the Brewpub itself and Beer Distribution Sales?
2. Does your team have the experience/skills to successfully run a restaurant?
3. Where can you buy Eagle beer in Auckland?
4. Any plans to get into Countdown etc?
ThanksPosted on 25-03-2018 by Chris
The first years trading which includes a split of old and new premises will be an even 50/50 split of revenue from the bar and brewery. In year ending 2020 this will move to 30/70 in favor of the bar providing more revenue. As the forecast progresses to 2024 the split comes back to 50/50 as the brewery sales increase at a higher rate than the bar. we would expect the trend to continue as the capacity of the brewery is realised and more external sales opportunities are sought.
Just to note that we choose not to use the word restaurant as the food will compliment the beer rather than being the focus of the business. We have one member currently who is a trained chef and has 2 years experience as a craft bar manager. We have identified another two personnel who have the necessary experience to be the key employees to run our hospitality side of the business. I personally have over 20 years experience in supervisory management. We are also employing the services of an experienced local restaurant owner on a consultancy basis.
We still have a lot of opportunities for Auckland sales, but at this time we have availability in Fine Wine delivery Co, Liquorland Newmarket/Botany/Forrest Hill, as well as rotational tap availability at Lumsden Freehouse, 16 Tun, My Bar, Galbraiths, The Beer Spot Brewers CooP, Brothers Beer plus others.
Although we are registered with progressive, we have no plans to enter countdown, but do supply Fresh Choice who are part of the progressive brand as well as foodstuffs which include New World, Pak n Save, Henrys and foursquare.
The Pledge auto picks On Deck and doesn't give option of choosing between On Deck and Land Ahoy. Please explainPosted on 26-03-2018 by Tina
Hi Tina, I have had PledgeMe look into the issue. It is a limitation on their system that cannot select between two rewards of the same value. If you are pledging at that level just select On Deck and we will change it over once the funding closes. Thanks, DavidAnswered on 26-03-2018 by David
Hi, could you answer the following questions please:
1. How can you value a business by revenue? When any dividends can only be paid out of net profit? Which as forecast to be minimal & tax will have to be paid also?
2. At the minimum pledge of $250,000, how are you going to fund the other $500,000 - $750,000 to fit out the whole complex?
3. Another brewpub, Renaissance, have recently gone back to the market for extra funds, with these forecasts, has this option been included?
4. What would be the lease details of the new complex?
Look forward to your reply.
The shares have been valued on a revenue-multiple basis which is in line with the current valuation methods of other craft breweries in New Zealand.
The Director is comfortable with the revenue-multiple of 2.5 times the estimated full year sales year beginning April 2018 and ending March 2019 after consideration to the forecast business growth in the growing craft beer market and revenue forecast for the business. I believe this to be a prudent multiplier in comparison to the industry standard. Comparisons can be found in our IM as well as looking at the other breweries that have valued their businesses in the current climate. The minimal profit you quote is forecast to be >20% by year 4.
Our decision to not pay dividends until year 4 allows us to utilize profits until then to improve our assets and equipment to keep up with market changes and demand. The items not acquired due to not achieving the fully funded pledge-me can be changed and improved with this equity. We have a brewery and will still be able to operate without the items on our wish list. While this may affect profits in the short term it will not have any impact on the medium term forecast.
Renaissance isn't and never was a brewpub. Their brewery has recently been purchased after financial woes caused mainly by management issues.
The new complex lease is a 15 year one with options of 6+6 years in addition. The lease costs are fixed for the first 3 years and will be at market value post. The annual cost is anticipated to be <10% of turnover. We have a fantastic relationship with our landlord/owner whom we have been working with for the last 10 months to create a vibrant business in a great community.
Hi. Thanks for your previous replies. What's your plan if you don't meet the minimum?
- Extend the duration?
- Lower your pre-money valuation?
- Raise funds elsewhere?
Does it concern you that the other alcohol companies have had much more interest from investors?
ThanksPosted on 12-04-2018 by Chris
Hi Chris, we are confident we will reach the minimum without extending.However we have been considering an extension for a week or so due to some circumstances which we will make public if that happens.
We are not concerned about how our campaign has run compared to other alcohol companies. We feel we have got good traction with the current level of funds and will be successful in reaching out target. We have contingency plans for all eventualities as part of our business plan so the venture is going ahead as planned. We would rather have crowdfunded finance though as we have outlined in our IM. Hope this answers your question. Cheers
Hi, well done on having a crack with your series of brewpubs. However, I can't get my head around your valuation. The reality is that while you produce a small volume of craft beer, your distribution channels are yet to established - around 80% of your forecast revenue is via your own pubs. My point is that you're in the restaurant and bar business. They don't sell at 2.5x revenue. Also, even if 2.5x revenue was fair, to do that off projected results (F19) is unreasonable to investors in my view.
I'm also concerned that your existing pub barely makes enough money to pay you a living salary. Your net profit before taking a salary is $38k avg over the last 4 years. What salary have you assumed in your projections?Posted on 13-04-2018 by Rupert Jones
Hi Rupert. Maybe have another read of our IM. You have pretty much most of your facts incorrect. Right now 100% of our sales are in distribution. We do not have any pubs currently and the business will be based in a brewpub with the distribution channels the main focus.Answered on 13-04-2018 by David
Hi, you are right, I misread an aspect of your IM. However, the points I made are still valid. More than 50% of your revenue in F19 is forecast to be from the pub, and according to your response to Chris in an earlier question, this will increase to 70% by 2020.
What do you forecasts assume regarding your salary? Your historical financials are stated before your salary, but it's unclear what is built into your forecasts.Posted on 15-04-2018 by Rupert Jones
Hi Rupert, yes in 2019 our financial year overlaps the current brewery and the brewpub 50/50.
In terms of salaries all work performed in the business will be paid and is included in the projected business plan. Our employment costs will run at around 28-30% of revenue. All salaries are in line with current market rates.
Something to also keep in mind is that while you are associating our business with general hospitality the brewpub concept is very different. The craft market here has emulated the American model and while the concept of the brewpub here has a history, one associated with the rise of micro-breweries has a much lower risk and greater appeal. Do some research on the success/failure rates of hospitality venues vs brewpubs in the US. Then have a look at how many have started/failed here in New Zealand in the last 10 years.
Any chance you could put in a lower tier of investment to help you meet your targets?Posted on 17-04-2018 by Andrew Morton
Hi Andrew. When we set the levels we looked at the funding as a long term commitment from most people, there may be some who have to get out due to change in circumstances,but we thought 500 was a lowest level and one which could be funded over the space of say a few years. The pledge has to be paid inside around 4 weeks of the end date.Answered on 17-04-2018 by David
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“Great location, great beer - sure to be a winner! All the best for the start up.”
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“Land Ho!! Looking forward to downing a pint in your great new premises!”
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“Glad to push you guys over the mark! - Great work and well done to you all!”
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“Full steam ahead Dave, look forward to the journey !”
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“Good Luck with this exciting venture, very pleased to be a part of it.”
Equity crowdfunding is risky.
Issuers using this facility include new or rapidly growing ventures. Investment in these types of business is very speculative and carries high risks.
You may lose your entire investment, and must be in a position to bear this risk without undue hardship.
New Zealand law normally requires people who offer financial products to give information to investors before they invest. This requires those offering financial products to have disclosed information that is important for investors to make an informed decision.
The usual rules do not apply to offers by issuers using this facility. As a result, you may not be given all the information usually required. You will also have fewer other legal protections for this investment.
Ask questions, read all information given carefully, and seek independent financial advice before committing yourself.