11. Main Business
Green Lab aims to
provide you a green
lifestyle by integrates
three parts into our
business.
planting
•Rooftop
farming
Cooking•GreenLab .
Workshop
Eating•GreenLab.
Gourmet
12. Receptive to new
things
advocator of
healthy green
diet (veggie is not
a must)
Environmentalist
Family gathering
Reduces
carbon
emissions
Reduce
“urban heat
island effect
The practice
of cultivating
food on the
rooftop of
building
Rooftop
Farming
ultra-lightweight, self-
contained sustainable
rooftop farm, full of ultra
fresh and organic super
foods
What
How green?
Consumer insight
14. Locavore
Nutrition comes
first
Environmental
concern
Maintain food's
natural health and
nutritional benefits
Decrease the
environmental
impact and carbon
footprint
Eating local
+
growing our
own food
Farm-to-table
The farm-to-table
philosophy embraces a
sustainable approach to
agriculture and dining. At its
heart, the concept is simple:
there is value in eating
locally.
What
How green ?
Consumer insight
15. Farm-to-table
Green Park. Workshop
open time: weekend
Consumer insight
Extend vegetarian
repertoire
Lose or maintain weight
In touch with religious belief
learn how to prepare meals
with the guidance of
popular chefs
Bring your fruit of labor to
table.
Raw material down from the
rooftop
3 groups per day with 5
people in a group
Practice your innovative
ability!
16. We are not providing classes.
Our intention is to engage every cooking
enthusiasts to enjoy green lifestyle.
We just provide professional advices,
leave the rest to your creativity!
Farm-to-table
Green Park. Workshop
open time: weekend
17. Parent-Child Special Classes
Not just adult, kids really can cook. Learning
to cook helps kids to learn about nutrition
and healthy eating.
Parent-child special classes help kids to learn
and grow up in the kitchen through cooking
lessons and improve parent-child
relationship.
Farm-to-table
Green Park. Workshop
open time: weekend
18. Hands- on cooking party
our cooking class parties are specifically
designed to let our student to participate in
creating sumptuous, inspiring dishes. Through
cooking party, we want our student not just
learn, but create dishes based on the
concept of unique food pairings that excite all
the senses, in addition to the mood and grasp
the essentials of learning through sharing with
others.
Farm-to-table
Green Park. Workshop
open time: weekend
22. Farm-to-table
Green Park. gourmet
A locally sourced meal!
meatless or not, up to you!
Eating but learning.
help you know more about what you eat
Vote for your dishes
good or not, your call
Catering service
healthy party, not just drink drink drink!
25. Catering services
It’s party time! Plan a
memorable dining
experience for you and
your guests, whether
you’re commemorating a
special occasion or just
celebrating good
company at an intimate
dinner party, you need
us!
27. Market Analysis-
Vegetarian
• 2% of local adults are dedicate
vegetarians
• 1.6 million HK people go veggie once a
week
• 75% female
• Polarized groups
• Benefits of veggie food
28. Market Analysis-Veggie restaurants
Price (HKD) Number of restaurant
Below 40 72
41-100 93
101-150 14
151-300 3
301-500 1
Price Distribution
Geographical Distribution
Totally 183
Hong Kong Island 53
New Territories 64
Kowloon 66
90%
2%
30. Market Analysis-
Supply
• 1.6% of lands are used as farmland
• 92% vegetables in Hong Kong come
from mainland China
• Around 400 city farms, 200HKD/month
35. Restaurant
Rooftop Farm
Workshop
Medium& High customers with
innovative, healthy mindset
Nearby resident, caring about
quality of life and balanced diet
Studious, cooking lovers
Healthy lifestyle pursuer
Echo with our green value
37. Feasibility
Technical Operational
• Roof farming
since antiquity
• Already 400
city farms in HK
• Control: on
guaranteed safe &
high quality food
• Place: flexible &
reasonable rental
fee
• Veggie
restaurants are
welcomed
• HK people enroll
in cooking
classes
Business
needs
45. Others
Unforeseeable expense
Handling charge: business
license & health certificate
Events & management
Depreciation: 10%
The total cost (first three months): 8,120,000 HKD
The expecting revenue 502,000/month
The first three months: 2,082,000 HKD
47. SWOT ANALYSIS
o Unique combination
o Education + entertainment
o New healthy lifestyle
o Environmental friendly
o High price
o High start-up cost
o Vegetarian diet is not
popular enough
o Worldwide greener life
trend
o Highly urbanization
o People’s awareness
o Growing number of vegan
restaurants
o Extremely higher land
price
o Smaller space
48. Raise Entry Barrier
Continuously new ideas
—cuisines, workshop, new farm technology.
Raise brand value.
Emotional engagement with stakeholders.
Copyright protection.
55. Company Profile
• Founded in 2011 (3 years in the MKT)
• An organization that promote urban farming by teaching people
how to do organic farming on roof top and open space.
• Mission: “We grow farmers.”
Marketing Profile
• Target Consumers: Environmentally-conscious community that have
the desire to grow their own food.
• MKT Popularity: 4,210 Likes (Facebook)/ Media Exposure
• MKT Strategy: Product - Farming Workshops & Planting Box Rental
Price - 135 HKD per class / 1.5 hour
Place - 鰂魚涌, 觀塘, 荃灣
Promotion - Cooperation with Caritas Community
Activity Center and Metropop
57. Organization Profile
• Government registered charity/ Founded in 1981
• An organization dedicated to promote vegetarian knowledge and offers
vegetarian cooking classes on weekly basis.
• Philosophy: Conservation and anti-violence that vegetarianism
celebrates can effectively solve the world’s hunger and
environmental problem.
Marketing Profile
• Target Audience: Veggie food lovers & Non-vegetarians
• Location: 九龍尖沙咀漆咸道南27號海景大廈6樓
• Product – Cooking class that teaches diversified vegetarian cuisines
• Price – Circumstantial charging fees [e.g.140 HKD per class / Individual
220 HKD per class / Family(2-3)]
• Promotion – Sign up for 6 classes get 1 class free.
50% discount for people over 60 years old.
59. Company Profile
• International chain vegan restaurant / more than 200 outlets in major cities
• Vision: All beings can live in peace, love and harmony with each other.
• Brand Promise: Loving Hut provides consumers with great tasting, high quality
and healthful pure vegan food along with speed, value and convenience.
Marketing Profile
• Target Audience: People pursuit a healthy life-style and care about the earth
• Location: 九龍灣, 灣仔
• Product – Mainly Chinese cuisine, bread, dog food
• Price – Medium-priced acceptable by average mass
• Promotion – Occasion promotions on group purchasing websites
70. Celebrity Endorsement
Cherry Ngan Vivian ChowFala ChenAnnie Lau
Ambassadors of Green Monday
Encourage healthy, environmentally friendly living in
Hong Kong
Advocate green lifestyle especially green diet
71. Open rooftop farm
schools
neighborhoods
a laboratory, a dynamic classroom to learn
where their food comes from, how much energy is used to produce it, and the relationships
between diet and health, food and the environment
edutainment
a tangible connection between the farmer and the consumer
the consumer is the farmer as well
Rooftop farms have the power to bring the community closer together
74. healthy, environmentally friendly living
reduce your carbon footprint and improve your health
promote green lifestyle especially green diet
“Baby Steps to Go Green”
76. Workshop
20 people /class
2 classes everyday (Saturday and Sunday)
TA: people with cooking passion but cannot register now
people who is interested in making vegetarian dishes
