9×90 Episode #30

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⚖️ Legal Disclaimer

All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

About this episode

In this episode of 9×90™, Adi Soozin interviews Jean Paul Szita, founder of Beao Investments, whose career spans from launching a fashion business to managing $1.2 billion in real estate funds—and now, pioneering innovation in vertical farming. Jean Paul shares how his background in consumer goods and real estate laid the foundation for his latest venture, Sunny Greens Farm, a forward-thinking vertical farming company. He discusses the importance of scalability, lean team structures, strategic outsourcing, and aligning investor interests in every phase of business. This conversation dives deep into the business-first mindset required to succeed in emerging industries like agricultural technology, and why trust, integrity, and solving real-world problems matter more than ever.

Show Notes Generated by Gemini

These show notes were generated by AI

Introduction to BEO Investments and Jean Paul Adi Soozin introduced Jean Paul, the founder of BEO Investments, highlighting their diverse background starting in the clothing business and transitioning to real estate before venturing into vertical farming. Adi Soozin noted Jean Paul’s past success in real estate and expressed excitement about their innovative approach to vertical farming.

The Genesis of BEO Investments Jean Paul explained that BEO Investments is a spin-off from a previous firm focused on commercial real estate. They decided to create BEO to adopt a new investment strategy that looks beyond conventional approaches and explores different sectors. Jean Paul emphasized the need for a refreshed playbook in the current business environment.

Motivation for Vertical Farming Jean Paul shared that the idea for vertical farming stemmed from observing the issues with the global food supply and the increasing difficulty in obtaining clean, quality food. The shift in focus also occurred during a period when traditional real estate deals were less appealing. Jean Paul mentioned that the concept came to them as an inspired idea.

Combining Business Acumen with Vertical Farming Adi Soozin highlighted Jean Paul’s unique advantage of blending experience in consumer goods (clothing), which provided an understanding of micro and macroeconomics at a unit level, with a macroeconomic perspective gained from real estate. Jean Paul emphasized that their approach involves assembling a skilled team to execute their vision, similar to managing any other investment project.

The Scale and Strategy of Sunny Greens Farm Jean Paul detailed the vision for their vertical farming project, Sunny Greens Farm, emphasizing the necessity of scale for economic viability. They aim to be one of the largest in the country, producing 19 different crops year-round in an indoor facility. Jean Paul explained that they structured the farming operation by viewing the crops as tenants, allowing them to apply a real estate deal structure with separated components like brand and operations.

A Business-First Approach to Vertical Farming Adi Soozin praised Jean Paul’s approach for integrating sound business principles into vertical farming, noting that many others in the space focus solely on the mission without sufficient financial understanding. Jean Paul acknowledged the failures of other vertical farming ventures, attributing them to a lack of business acumen, reliance on family management, and overinvestment in technology without considering maintenance costs. Their strategy prioritizes common sense, understanding production costs, revenue per square foot, and distribution channels.

Evolution of Investment Philosophy Jean Paul reflected on their past experiences with high-leverage deals and shared their current philosophy of aligning interests with investors. They emphasized building relationships based on trust and transparency, focusing on quality over quantity of clients. Jean Paul aims for a ripple effect where satisfied clients refer others based on positive experiences.

Introduction to Sunny Greens Farm (Video Presentation) Adi Soozin introduced a video presentation of Sunny Greens Farm, highlighting its commitment to high-quality, non-GMO organic produce using advanced hydroponics and LED lighting. The facility’s strategic location near metropolitan areas ensures quick market access, and its sustainable practices minimize land and resource use. The project is structured for phased development, integrating real estate and agricultural best practices to ensure a solid investment.

The Making of the Sunny Greens Farm Video Jean Paul revealed that they personally oversaw the creation of the Sunny Greens Farm video, including the script, scene selection, and voiceover direction, to effectively convey the vision. Adi Soozin commended the video’s clarity in appealing to investors by emphasizing financial fundamentals. Jean Paul drew a parallel to their family’s long history in the clothing business, underscoring the importance of clear messaging when introducing a novel concept.

Navigating Business Through Experience Jean Paul shared that they did not attend college, instead learning from practical experience in the family clothing business from a young age. Adi Soozin echoed this sentiment, noting that practical experience gained from a young age provides unique insights. Jean Paul emphasized the valuable lessons learned from the “university of life”.

Anticipated Challenges and Development Timeline Adi Soozin inquired about the greatest challenges in launching Sunny Greens Farm. Jean Paul explained that the project is in phases, with phase one being land acquisition, followed by refining numbers and bringing in specialized talent. Jean Paul anticipates a two-year timeline to get the facility online after land acquisition, with an additional two years for stabilization. They mentioned that while the internal setup is relatively simple, the extensive wiring is a significant undertaking.

Funding and Future Plans Jean Paul stated that the pilot phase requires $20 million in funding, with the total project cost estimated at $123 million. They discussed future plans for expansion, potential partnerships, and licensing their operational model. Adi Soozin noted that these figures are relatively modest compared to deals sought by large sovereign wealth funds.

Effective Time and Team Management Strategies Adi Soozin shifted the conversation to time and team management. Jean Paul shared their experience of transitioning from a large, in-house team to a lean model that outsources specialized tasks. This shift reduces internal complexities, aligns interests with investors by making fees transparent, and allows the core team to focus on vision and execution. Jean Paul emphasized that outsourcing allows for the dismissal of underperforming external partners, unlike internal hires.

Benefits of a Lean Team Adi Soozin and Jean Paul discussed the advantages of a smaller team, including reduced internal politics, increased peace of mind for decision-making, and greater individual accountability. Jean Paul introduced the “100/0” concept, emphasizing 100% commitment and zero excuses, with everyone acting as an ambassador for the firm. Adi Soozin shared an anecdote illustrating the inefficiencies of large, siloed teams in a medtech company.

The Drawbacks of Large Teams Adi Soozin and Jean Paul agreed that larger teams can lead to red tape, slow decision-making, and a lack of unified purpose. Jean Paul likened a smaller team to a soccer team working towards a common goal.

Focus on Problem Solving and Client Relationships In discussing their approach to business, Jean Paul stated that they focus on solving problems for clients rather than aggressive selling. They aim to tailor solutions to individual client needs and build long-term relationships based on trust and mutual benefit. Adi Soozin shared a personal rule about only working with people they would enjoy having dinner with.

Importance of Honesty and Trust Jean Paul emphasized the importance of being honest with clients, even if it means delivering unfavorable truths. Both Jean Paul and Adi Soozin agreed that honesty is crucial for building lasting trust .

Contact Information and Disclaimers Adi Soozin thanked Jean Paul for their time and provided the website for BEO Investments (bveao.com) for interested investors to learn more. Jean Paul clarified that they are not a financial advisor and that the information shared was a preview . Adi Soozin added that investment in their firm typically requires accredited investor status .

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Listen to this episode using your favorite app

⚖️ Legal Disclaimer

All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

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