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Map of Agriculture Group “Map of Ag” is being established to provide data, software & communication products for the agricultural sector.

About Map of Agriculture

Map of Ag will aim to help farmers across the world improve their yields, their performance, their businesses and their returns on capital employed. The Map of Ag products are designed to be accessible from mobile, tablet and PC devices.

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Why now?

The Company is addressing what it believes are the following opportunities:

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What sets Map of Agriculture apart?

Map of Ag believes its key value add is the data integration and “productisation” services the Company plans to provide. Map of Ag aims to link data from different sources (farm input, processor, financial, production) and help farmers to visualise this in simple formats. Map of Ag seeks to be a “platform” not just a single tool. It believes that farmers do not wish to have to integrate multiple services and also that they seek integrated, multi-product platforms that can optimise as much of their information and communication needs as possible.

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What is the offer and how will Map of Agriculture use the funds?

To support growth, Map of Ag is seeking investment of £2.4 - £4.6m in February and March 2016, which is offered through the issuing of a minimum 24,000 up to 46,000 shares (between 18,000 and 40,000 shares available to CrowdBnk investors) in the Company at a price of £100, for a stake of between 34.39% and up to 50.12% (between 25.79% and up to 43.58% available to CrowdBnk investors) in the Map of Ag Group.

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Exit Strategy

The Group recognises that investors will likely seek a liquidity event. The preferred plan is to list the shares of Map of Ag Group on a recognised stock exchange. If this is not able to be achieved, then a “trade sale” or whole of business sale of Map Of Ag will be evaluated.

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Raised £3,010,100.00
Days to go Completed
Funding period ended on 30 April 2016
Target £2,400,000
Min. Investment £5,000
Equity on Offer 34.39%
Investors (19)
Follow Download the full business plan
Business Contact

Wardington Manor
OX17 1SW

The Map of Agriculture Team

Forbes Elworthy

Forbes Elworthy


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Forbes founded Credit Market Analysis (CMA), a real time financial price discovery service and data community which served over 200 credit market clients and was sold to Chicago Mercantile Exchange in 2008. Subsequently, Forbes launched an agricultural fund management business, Craigmore Sustainables. In 2012, Craigmore spun off Map of Agriculture Limited, which was then its farm financial returns benchmarking database. Forbes remains chair of Craigmore but as CEO of Map of Agriculture Group, he focuses on building it up as a global provider of farming information and communication solutions.
Jim Williams

Jim Williams


Jim co-founded Precision Prospecting with Kenn Garroch in 1993. Jim has more than 22 years’ experience in market research and research-driven marketing sectors specialising in the agriculture, veterinary and food supply chain sectors. Jim has particular expertise in data analysis, market potential modelling, customer segmentation, profiling, brand awareness, brand development and marketing strategy. As COO, he will work to ensure the successful completion of between 300 and 500 projects every year.
Charles Elworthy

Charles Elworthy

Head of Research

Charles is a Visiting Business Fellow at the Smith School of Enterprise and the Environment, Oxford University. Charles was previously Head of Research at Craigmore Sustainables LLP, farmland and forestry investment manager.
Charles read economics at Cambridge before joining HSBC as an international officer. He returned to academia and completed an MA in International Relations at Yale, followed by a doctorate and habilitation in Political Science at the Free University of Berlin. Charles developed a foundation in a Schloss on the German-Polish border after the reunification of Germany.
David Worlock

David Worlock

Strategy Support

Awarded the George Henderson Award for lifetime achievement for his work in publishing and information marketplaces ( . David Worlock is a Cambridge History graduate who joined Thomson Reuters as a trainee in 1967, and subsequently worked in educational and academic publishing before managing Thomson’s school-based publishing as Group Executive Publisher in the late 1970s. Between 1980-85 he was CEO of the pioneer development of EUROLEX, the UK’s first online service for lawyers, subsequently acquired by Reed Elsevier in 1985. In that year he founded Electronic Publishing Services Ltd, a research and consultancy company based in London and New York which has worked alongside the digital content industry in developing strategies for products and markets in consumer and business sectors.
Ed Harding

Ed Harding

Senior Developer & Chief Architect

Ed has led the technological design and development of Map of Agriculture Ltd since 2013. He brings extensive experience of full-stack design, development and delivery of high volume, high throughput transaction, analytic & visualisation systems. B.Sc. in Applied Physics, M.Eng in VLSI Design.
Alastair Grizzell

Alastair Grizzell

Product Coordinator

Studied for an MBA in Farm Management from RAU in 2013 after working for 10 years at Intel in key financial and senior retail strategy roles.
Ian Kellett

Ian Kellett

Investment Banking Advisor

Previously MD at Dresdner Kleinwort Benson leading their equity research team in the consumer staples sectors. Founded Hambledon Vineyard.
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Map of Agriculture has passed the CrowdBnk Bootcamp

  • A thorough review of the businesses commercial, financial and tax situation. This ensures that the likelihood of any issues are greatly reduced and ironed out before they get to the investor.
  • Verification of the identity and track record of the company directors and major shareholders.
  • Review of business plan, competition and key contracts – ensuring all statements and claims are backed up with data and source.
  • Review of ownership structure and capitalization, ensuring clarity of the value of the shares that investors are buying.
  • Valuation negotiation to ensure that the investment offer is fair for all parties.
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