Executive Summary of Rooftop Gardening Business
1. Problem Summary
There are no current policies in Bangladesh regarding the necessity for urban agriculture. Rapid population growth in Dhaka has created severe pressure on the land of the already overcrowded country. Agricultural lands have given way to housing developments and roads in an agriculturally based economy like Bangladesh. With rapid and unplanned urbanization, incidence of urban poverty and food insecurity has been also increasing alarmingly in Dhaka. Moreover the vegetables sol in the local market are found with harmful chemicals very often.
2. Solution Summary
Rooftop gardens convert unutilized space into areas suitable far food production within the city. With careful management to assure quality control and reliable distribution of the produce, such gardens can create jobs for the unemployed while stimulating the econamy and promoting environmentally friendly practices Rooftop gardening can be an effective method in ensuring food supply and satisfying nutritional needs of the inhabitants.
3. Market Summary
The potential revenues are significant from 1000 m of rooftop gardens. Revenue will be generated through the sale of produce locally to some of the 100 restaurants the tearn identified in Dhaka. We will be targeting people of a very specific niche who love fresh foods. Initial market research suggests strong interest in fresh, local, organic produce and supporting rooftop job creation through food purchases
Local vegetable markets, van vendors, mega shops like Shopmo or Agora who sells vegetables are our competitors in selling. Bonayan (Green Orchid & Cactus Nursery) and other local nurseries are the tough competitors in case of supplying.
Proper understanding of the problems and prospects associated with the adoption of strategical market policies will contribute, to a great extent, to increased food supply in the city and make more revenue.
Marketing Plan Summary
Our marketing plan is becoming a great choice to make the proper use of unutilized roof and supply fresh agricultural products to the city dwellers. Our first target is establishing our business in urban areas like Dhanmondi, Gulshan, Uttara, Motijheel and expand the market in other urban areas through selling the products .People will buy our products because we will provide absolutely fresh and pure products. Since it’s a completely eco friendly business and beneficial from several sights so we are hoping that within five or ten years we will be able to expand our business throughout the Dhaka City.
Based on our services and different geographic, demographic variables we have divided our market into two segments. One is interior set up segment and another is selling products segment.
Interior Set-up Segment
• At the very beginning we will target three residential ( Dhanmondi, Gulshan, Uttara) and one commercial area (Motijheel).
• The total population of these four area is about 1.5 million.
• There are about 105000 houses with an area of 96 square kilometres.
• Most of the people of these are are higher or higher middle-class so it’s quite easy for them to afford the primary cost.
Products Selling Segment
• Primarily we will start selling our products from Mirpur area. It will be helpful to us for expanding our interior set-up business in future.
• The population of this area is about more than one million with an area of 59 square kilometres .
• Most of the people of this area is middle or higher middle-class so they will buy fresh products easily. Even the price is few higher than regular.
Target Market Segmentation Strategy
Our target market is based on becoming a complete service providers for the roof top gardening and fresh agricultural products provider. Our marketing strategy centers around three basic services:
• Interior Set-up
• Products selling
The target markets are separated into two segments. One is interior set-up segment and another is selling products segment. In here we will follow differentiated marketing strategy. Our primary marketing target is introducing our new idea to our customers. At first we will start from residential areas mentioned above. We will provide a complete information and guidance to give individual attention to every customer and to serve their planting needs. We will make contract with different kinds of suppliers for trees “,insecticides and other agricultural materials. After completing the interior setup part we will focus on product selling part which another segment. In this stage we will sell our products throw our own vans which will roam around Mirpur area and will sell our products. It will promote our products and will describe about our interior set-up.
In far future we are expecting to expand our market throughout the Dhaka City. And as we know that there is about 20 million people and about 1 million houses in Dhaka City so it’s a huge market. Our business is totally eco friendly and it is also a whole new concept so we are expecting that in ten or twelve years we will be able to concentrate outside the Dhaka City also.
Though the concept of our business is totally new but it is also highly competitive because of different types of alternative farms and nurseries. It is also too much challenging to maintain a high level of customer service, providing quality products and intrduce the customer with a range of choices when shopping for plants or trees. But after all of these things exceptional customer service and top priority on quality will help us to survive in the market.
Competitors and alternatives
Smart Garden, Banayan.com, Green Garden bd.com and some of the nurseries are the most competitive firm for our business. Generally they provide only trees or helps to beauty buildings or commercial spaces. Some provides consultancy facilities but the services are very much costly. But we are going to provide a complete package of service with in a reasonable price. So in the sense of providing services catagory our market is almost monopoly.
Our organisation will provide a competitive price for its services and we will ensure a different and complete customer service. And these exceptions will make us stand out to our target market.
A hydroponic technology system was set up on the rooftops. The model consists of 3-4 water beds, directly attached to on each rooftop. They are made of wooden frames, plastic sheets, foam panels and cups filled with peat moss and pyralite substrate. The 15-cm deep water is supplied by a water pipe through an electricity connection from downstairs and maintained by a water pump and water filter. As an alternative, the project installed boxes filled with soil, having the advantage that no electricity is needed for water circulation. The biggest challenges for the rooftop farmers were irregular water supply and electricity cuts, as well as the hot summer temperatures which negatively impacted the growth of the plants. Economics costs/benefits etc. Measurements should be conducted in order to assess the actual microclimatic impact. Technical setup: The hydroponic model is relatively cheap and thus affordable. However, other factors(maintenance, water and electricity consumption, usage of organic waste and grey water, impact on microclimate conditions) should be considered for up scaling. Other technical options aside from the hydroponic system should be explored. Remaining technical bottlenecks have to be tackled by on-site experimentation. Impact: the microclimate rooftops should be protected from direct solar radiation, enhance cooling-off through evaporation and enable a higher effect by spatial clustering and a bigger implementation area.
Equipment and tools
1. Pickup Truck
Before we bought out indispensable pick up, we bought an old Chevy Blazer. We quickly realized, however, that an SUV is not a pickup and cannot substitute for one. A pickup could be the most versatile and useful long-term investment you can make for your farm. These trucks are essential for hauling various things, including building supplies, feed, firewood and sod. Teamed with a trailer, you can move livestock. Although a pickup is a big investment, when you take care of it, it can last for decades. Good used pickups can often be bought at a reasonable price.
2. Hand Tools
Every farm needs a variety of hand tools such as locking pliers. Companies such as Sears and Snap-On make hand tools that will last for generations and that come with a lifetime warranty. First on my list of items to purchase a 25-foot and a 100-foot tape measure; a good claw hammer with a comfortable grip; electrician’s pliers; a ratchet and socket set; adjustable wrenches in several sizes; a screwdriver set with regular and Phillips head drivers.
3. Garden Tools
Every small farm needs a flat spade and a pointed spade among garden implements for digging. A good digging fork is a multipurpose tool, used for breaking up and turning soil in garden, harvesting and for manure cleanup around the barn. You might also consider a broad fork. My preference for hoes is the collinear hoe designed by gardening guru Eliot Coleman. This style hoe takes the “back-breaking” out of weed control by letting you stand straight up while you work.
4. Fencing Tools
Farms and fences go hand in hand. Plan to purchase a fence-post driver. A driver is a heavy iron tube that goes over the top of a T-post and has handles on the side. You use it to pound the post into the ground. Among useful fencing implements is a pair of fence pliers. They are a fairly in expensive, specialty tool to have. We love electric fences-they are economical, efficient and safe- but when you have an electric fence, you need a fence tester.
5. Miscellaneous items
We always carry pocketknives when working, and a Leatherman-type tool serves many purposes. Heavy-duty flashlights are a must when the lights go out during a heavy storm, or when you need to tend to a livestock emergency in the pasture at 2 a.m. Garden houses are essential; when buying them, purchase the longest and strongest available. The good ones come with long-term guarantees card with the receipt stapled to it, because under farm-use conditions that “lifetime” turns out to be only a few years. The last miscellaneous tool on the list is a digging bar. We use ours for breaking ice in winter, for digging large rocks out of the garden, construction sites, or fence holes; and for prying apart incorrigible packages.
Location and Facilities
Rooftop farm is located in Dhaka City and inside of the Dhaka City. The middle city and the capital of Bangladesh. Around Dhaka City, there are a large population. It has grown a huge percentage between 2000to2010. The country is expected to continue to grow by a similar rate until 2015 when it reaches a large number of population.
Like every organization, our organization will also have a strong organizational structure. As a result, our business will become more powerful and will continue to do its work at an unimpressive pace and following the principle of the bundle of our organization, each department will have close relations with it. Wherever there is a complete system, Universal
Below are some summary chakras in our coordinated department.
Purchase Department: The department will be split into their own, even though all the departments will have the principle of the bicycle. The purchase department is working on their work ie buying saplings, purchasing tub, purchasing fertilizer, lifting water and supplying goods. Besides, buying their accessories will fulfill the needs of the buyers, their main work.
Marketing Department: This department is one of our main winners. Because our business concept is completely new. So the most difficult task they will have to do. By converting customers from starting to management, converting a permanent customer is a very difficult and painful task. So this department has to be one of the brave and so much active.
Human Resources Department: Human Resource Department requires all the representatives of large companies to have a motive. If they can mobilize all the departments, then our success rate will increase to multiplication. Because if the delegate is active, then work very fast before. They have to do their best to make progress.
Customer Care Department: As our business plan relies on the success of complete nursing customers. Therefore, customers should give their correct information and create 24-hour co-operation attitude. Online agricultural experts will be there to give full knowledge of the customers.
Sales Department: Customers who want to sell their products through us. Sales division will be there for their special convenience. Their job will be to collect and sell products from customers and sell them through regular delivery vans and send them to the Super Shops. Special tasks to be assigned to each of them with utmost care.
Tools Supplier: After encouraging them by managing our customers, the tools will be available to create tools and tools suitable for implementing the tools. They are essentially engineering type. That is, they understand the place of the customer and set everything at the lowest rate. It’ll be a very challenging job.
Finance and Accounting Department: Our accounts will be properly audited and financing us. We believe that we will be able to work properly on our calculations and financing.
We are predicting that, in capsicum the total cost will be approximately 2″,70″,000 Taka. Breakdown cost includes 37%of the cost. 1″,08″,000 Taka will be accounted for cultural practices (consisting of land preparation, transplanting, irrigation, fertilization, pest control, equipment, and conditional waiver and food safety programs). 41% (1″,11″,000 Taka) for harvesting (picking, grading, packing, hauling, selling); 1% (2700 Taka) for interest on operating capital; 17% ($6900 Taka) for cash overhead (land rent, office expenses, drip tapes, stakes, insurances, and taxes, and investment repairs); 1% (2700 Taka) for non-cash overhead (capital recovery of building, tools, fuel tank, and equipment); and 3% (8100 Taka) for disposal of crop residues (stakes and twine removal, mowing, plastic mulch and drip tapes removal, and removing crop residues).
In Tomato the total cost will be approximately 24″,000 Taka. The variable cost will be 83%. Which is 19″,920 Taka. Variable costs include cost of cultivation, the expenditure on human labor, cost on chemical fertilizers, insecticides and fungicides, bullock labor, miscellaneous cost, repairs and maintenance. The fixed cost will be 17% which is 4″,080 Taka. The fixed costs include land rent, depreciation, land revenue.
Projected Profit and Loss:
Our projected profit in Capsicum is about 80″,000-90″,000 Taka. Projected loss is6 60″,000-70″,000 Taka. It Depends on the land which we are using as we are dependent on the land if the land gives us a good production.
In Tomato our projected profit is 45″,000-65″,000 Taka. Projected loss is 10.000-15″,000 Taka. Again, it depends on the types of Tomato we are producing and the types of land we are using.