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Helping People With Disabilities Engage the World - Horticultural Therapy
Helping People With Disabilities Engage the World - Horticultural Therapy
Helping People With Disabilities Engage the World - Horticultural Therapy
Helping People With Disabilities Engage the World - Horticultural Therapy
Helping People With Disabilities Engage the World - Horticultural Therapy
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Helping People With Disabilities Engage the World - Horticultural Therapy

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Helping People With Disabilities Engage the World - Horticultural Therapy …

Helping People With Disabilities Engage the World - Horticultural Therapy

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  • 1. SEGUINWORKS Garden Center MARKETPLACE FEASIBILITY STUDY SEPTEMBER 2004Prepared By:David Pistrui, Ph.D.John K. Thompson Helping People With Disabilities Engage the World
  • 2. Table of ContentsExecutive Summary 31 - INTRODUCTION 41.1 - SeguinWorks 41.2 - SeguinWorks Garden Center Development Effort Overview 41.3 - Garden Center MFS Objectives and Focus 51.4 - Business Ventures Overview 51.5 - Business Venture Overview Summary 62.0 - GARDEN CENTER 72.1 - National Consumer Characteristics and Buying Habits 72.2 - National Retail Sales through Major Channels 92.3 - Container Gardening – A Rapidly Growing Segment 102.4 - Bulbs over a Billion Dollars per year – A Surging Segment 122.5 - Local Market Economics 132.6 - Local Market Dynamics 152.7 – SRDS Data Overview 172.8 - Chicagoland Market (Cook, DuPage & Will Counties) 182.9 - SeguinWorks GC Dynamics 192.10 - Strengths, Weaknesses, Opportunities and Threats (SWOT) 20 Assessment of SeguinWorks Auto Marketplace2.11 - Current Market Size 212.12 – Garden Center Target Market 212.13 - Consumer Attitudes and Price Points 262.14 - Market Profitability & Growth Analysis 283.0 – SUMMARY 344.0 – CRITICAL SUCCESS FACTORS 35Appendix A – Target Market Data: (SRDS, 2003): GC Consumers 37 © - Pistrui, Thompson – September 2004 1
  • 3. List of Tables & FiguresTable 1 - Business Venture Overview 7Table 2 - Household Purchasing by Retail Channel: 1996-2001 10Table 3 - Total US Container Gardening Spending by Household 11Table 4 - Consumer Segments Involved in Container Gardening 11Table 5 - Household Purchasing of Flower Bulbs: 1996-2001 13Table 6 - Household Purchasing of Flower Bulbs: 1996-2001 - Bulb Type 13Figure 1 - Visual Depiction of Addressable Market Opportunities 15Figure 2 – Potential Community Partners 16Table 7 - GC Related Lifestyle Segments in Chicagoland 18Table 8 – Garden Center SWOT Analysis 21Table 9 – 2000 Population of Cicero, Berwyn, Oak Park, Forest Park and North Riverside 22Table 10 - All Counties – Total GC buyers by Lifestyle Segments (HH) 23Table 11 – All Counties – Aggregate Population and Households 23Table 12 - Cook County – GC Buyers by Lifestyle Segment (HH) 24Table 13 - DuPage County – GC Buyers by Lifestyle Segment (HH) 25Table 14 - Will County – GC Buyers by Lifestyle Segment (HH) 26Table 15 – Do-it-Yourself Indoor & Outdoor Lawn and Garden Market & Growth Analysis 29Table 16 - Do-it-Yourself Indoor & Outdoor Lawn and Garden Local Market Growth Analysis 30Table 17 – GC Sales and market Share Estimates 31Table 18 – Target Scenarios for Growth & Profitability 33Table 19 - GC Job Creation and Employment Opportunities* 33 2
  • 4. EXECUTIVE SUMMARYSeguin Services Inc. created SeguinWorks as a small, entrepreneurial businessventure. SeguinWorks is comprised of a unique group of 3 businesses the AutoMarketplace (AM), Lawn Care & Snow Removal, and Garden Center (GC).This document, the GC Market Feasibility Study (MFS), follows and extends thework previously completed regarding the AM. In March 2004, the AM MFS wascompleted and in July 2004 the AM Strategic Marketing Plan (SMP) was finished.Preliminary work clearly shows that the GC and the AM are solidly positioned toaddress SeguinWork’s 3 primary objectives: 1) create jobs for Seguin clients, 2) operate on at least a breakeven basis with the goal of earning a profit, and 3) undertake and successfully complete a focused Community Economic Development (CED) Project(s).Seguin began to experiment with a horticultural based program in 2001. Afternearly a year, Seguin started a regularly scheduled horticultural based programin conjunction with The Horticulture Connection (THC). THC is a group ofprofessionals in the field of horticulture therapy dedicated to improving the qualityof life for disabled individuals through therapeutic interventions. THC providededucational, recreational and therapeutic experiences in which all participantsare actively involved in healthful, rehabilitative, collaborative and often nurturingpursuits.The resulting positive experience for Seguin’s clients and potential opportunity toestablish a significant and beneficial GC operation are two of the motivatingfactors for the executive team at Seguin and SeguinWorks to commission andcomplete the GC MFS.The intention of the GC MFS is to provide a clear understanding of the marketpotential for the CG and to delineate where in the local market ecosystem the GCcan best serve the community and provide a nurturing and positive environmentfor Seguin clients. 3
  • 5. This report is copyrighted property of John K. Thompson and Dr. David Pistrui.This report is one deliverable in a series of strategic documents and studies completed for SeguinWorks.Any unauthorized use, photocopying, or electronic distribution will be viewed as an infringementof the author’s rights and copyright.Similar studies and research work are available from MSci, Inc.Please contact MSci at info@mktng-sciences.com for more details.© 2004, 2005 MSci, Inc. 4

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