Business Plan - Home Grown Home Grown Business Plan Alan Daniel, Frederik Westin, Kasper Bonnén, Mathias Jacobsen & Mikkel Paulsen Ikast-Brande Gymnasium 1 Business Plan - Home Grown Table of Contents Product Provision…………………………………………………………………………………...3 Idea Innovation Product Line Marketing……………………………………………………………………………………………4 Target Group Pricing Promotion Distribution Product Development……………………………………………………………………………….5 Need, Requirements and Resolutions Effect on the Environment Strategy………………………………………………………………………………………………6 SWOT-Analysis Wort of company and team organization 2 Business Plan - Home Grown Product Provision Idea It is undeniable that global warming is causing a lot of change in the environment all over the world. Environmental activists all over the world are trying to convince everybody, from world leaders and politicians, to everyday people and families, to become more environmentally aware and fight global warming. But how can everyday people possibly fight global warming? We were five guys wondering exactly that. A lot of brain storming went into the solving the issue. There were many options. We knew that the solution had to be simple and easily manageable by the people. That is how the idea of Home Grown came about. Innovation Home Grown as a business is not an innovative idea. Nurseries like Plantorama already exists on a national scale, and have done so for many years now. These nurseries already offer the same products, as Home Grown will. The innovative part of Home Grown lies in our aspiration, since we want to fight global warming. This aspiration is what dictates what our product line will include. Product Line The product line of Home Grown will mainly be focused around crops, which people will be able to grow at home. The variety of crops will be quite narrow to start out with, but will of course be expanded later on. Each crop will include a little booklet about the product. The booklet will include an explanation of the product, and what the requirements are to grow the crop successfully. Along with the crops, the product line of Home Grown will also feature tools needed for growing the crops, such as; gloves, shovels, carts, pruners and cobra head. The crops will of course need somewhere to be planted and grow. We do not expect that most people will be willing to rip up their laws. Home Grown will therefore offer plant boxes for the people where they will be able to grow their crops, and not change their garden too much. The boxes will of course take up space in the gardens, but they do have an advantage. Once people might decide to move households, the All of this will be available in a form of kits for the first-time customers of Home Grown. There will be different types of kits, depending on what the customers might be looking for. A small kit will be available for the people who might not want to make a big change at once, while a larger kit will be available for those who want to make a positive change in their everyday life. 3 Business Plan - Home Grown Marketing Target Group The main target group of Home Grown will be established families living in houses with gardens, where they will be able to set up they plant boxes. The families should be consisting of at least one parent and a child above the age of 5 or 6, as we wish to give families a fun learning experience with their kids. We still maintain the idea that our products are for everyone and that they will appeal to people both older and younger, and not in established families. Segmentation: Demographic: - Consumer age from 5-65 - Buyer age from 14-65 - Families with children - Elderly with grandchildren Geographic: - Denmark (for now) Psychographic: - Low-High income - People that believe in global warming - People who wants to do a difference to the world - People who thinks there’s too much waste in terms of food Targeting Mass marketing in order to maximize our sales. We look for people with a garden and people who are interested in being self-sufficient to some extent. We hope to sell to supermarkets and hardware stores as it would be an easy way of people seeing our product without spending much money on promotion. Consumer profiles Our target consumers consist of everyday people from the age of 5-65, with any income above the minimum. Pricing We aim for the pricing of our products to be affordable for a middleclass family, with a variety of different kits suitable for the needs of the given customers. Promotion 4 Business Plan - Home Grown We want to promote our products via commercials on television. These commercials will both explain the purpose of the products, and show the joys that it will bring for families and other people. Another form of promotion we will rely on, will be over-the-hedge, mouth-to-mouth promotion. This means that neighbours will tell each other about their experiences with our products. Distribution We strive towards partnering up with a handful of supermarkets and larger hardware stores, such as Bauhaus, in order to have the best availability possible and to have the best chance of selling our products. An online web shop will also be available for the customers, where they will be able to order kits and/or specific products for their vegetable gardens. They will also be find encyclopaedia of our products, similar to the guides that arrive with products. Product Development Need, Requirement and Resolutions For the product, we are going to be needing suppliers like farmers, to provide us with the seeds, different types of soil and fertilizers. We are also going to be needing container which is biodegradable, for us to have the product inside. Effect on Environment The goal for Home Grown is to help people fight global warming, and that of course begs the question of how exactly that will be possible. What is it about vegetable gardens that can help people reduce their strain on the environment? Vegetable gardens help with reducing waste and carbon emissions. Growing their own crops will enable families to stop relying heavily on the traditional ways of acquiring their own food from the grocery stores. The foods that one can purchase in a grocery market will have travels many 5 Business Plan - Home Grown thousand kilometres, before being consumed. All sorts of means of transport are involved in the process, all of which emit dangerous amounts of carbon emissions into the atmosphere. By growing crops in their own gardens, people will help reduce this burning of fossil fuels into our atmosphere. Waste from food packaging materials, such as plastics and cardboard, that contain the food, will also be reduced. Strategy SWOT-analysis Good 6 Bad Business Plan - Home Grown Internal Strengths Weaknesses · A unique selling point as being· the first on the market Little knowledge on the matter; set prices, find suppliers, how to sell it, promote it etc. · Innovative concept · Good pricing · Sustainable materials · Good customer relations · Very helpful and informative products External Opportunities · · Treats Current and future competition · Might not have any interest to people Chances of expanding Internationally with time · Better environment Worth of the company and team organization The responsibility of the work is equally divided amongst the five members of the business. We are all generally mindful about the different aspects of the business. These aspects of our business are being covered according to each the expertise of each member. That is not to say that all of the work is being divided. One group member served as a micro manager, in order to make sure that all the work was being done cohesively. This worked well for us, as we consider our teamwork to have been strong. 7
