1. GARDEN
IN
THE
AIR
BY ANGELA PARADISO AND MICHELE ARDILLO
INTRODUCED BY PAOLO COLOMBO
1

2. THE COMPANY
GARDEN IN
THE AIR
It’s a craft company
Promotes ecosostenibility
It’s the first item of a series
of products for street
furniture
2

3. THE PRODUCT
GARDEN
IN THE AIR
Improves the appearance of
our cities
Highlights the
plants of our
territory
Lowers the environmental impact
of heating plants
Harmonizes our
needs with the
ones of the
environment
3

4. A PRODUCT, TWO BENEFITS
Functional
aspect:
The plant will clean
the fumes of the
heating system, by
linking it to a small
hole in the chimney
with a pipe
Aesthetic
aspect:
With its unique
design, the product
hides the vertical
extent and the
discordant materials
of the chimney
4

5. BEFORE 5

6. AFTER 6

7. KEY SUCCESS FACTORS
USER KEY SUCCESS
FACTORS
IMPORTANCE ECONOMIC
POTENTIAL
Nursery Quality constancy 4 736125,00 €/month
Low price 3
Product uniqueness 4
Ironmongery Fast shipping 4 552240,00 €/month
Low price 4
Product uniqueness 4
7

8. MARKETING MIX
Product
GARDEN IN THE AIR is a DIY kit which
contains everything necessary to
assembly a plexiglass case to be put
near the chimney.
Price
SMALL case BIG case
130,00 € 215,00 €
Place
Firstly, the selling channel will be the
nurseries in Puglia; then, the product will
be sold also in apulian ironmongeries.
Promotion
The product will be show to customers
by the company founders themselves;
the customer will be provided with
brochures, posters and scale models
of the product.
GARDEN IN THE AIR
8

9. STRENGHTNESSES/WEAKNESSES
Description Benefit/solution
Strenghtness Uniqueness and originality There are no competitors in
the current market
Weakness The user doesn’t achieve any
economic benefit
Improve the functional
aspect and innovate the
product
9

10. ECONOMIC COUNT
Costs Revenues BALANCE
Company establishment 56285,00 € 0,00 € -56285,00 €
Start 74142,00 € 47000,00 € -83427,00 €
Consolidation (year 1) 93444,00 € 76750,00 € -100121,00 €
Consolidation (year 2) 109519,00 € 103000,00 € -106640,00 €
Consolidation (year 3) 169064,00 € 200000,00 € -75704,00 €
Consolidation (year 4) 205873,00 € 260000,00 € -21577,00 €
Consolidation (year 5) 220846,00 € 284500,00 € +42077,00 €
10
The first 5 years of running are not so profit-making, beacuse of the craftness of the
company; more profitability will be achieved only once the company will have
enlarged the product catalogue.

11. PERSPECTIVES 11
We will develop a new
version of the product
that will emply
photovoltaic glass in
spite of plexiglass
Towards future