What is mylocalgreens? mylocalgreens is about bringing great tasting, local grown vegetables atprices comparable to oversea imports to your doorstep. So how do weachieve this? We recruit local growers to work with us following a systemwe developed. We design special crop growing containers which allowgrowing of crops in tiny spaces requiring very little supervision. The cropcontainers which come complete with soil, compost, seedlings and fittedwith nutrient drips are provided free to certified growers who work regularday jobs like most of us do. Our growers are passionate folks who sign on and learn our systembecause they believe in the local food movement. They believe that localfood tastes better, have lesser environmental impact and offers a betterchoice in food safety. They believe that local food supports the localeconomy too. In fact, its that believe and passion which ensures we putthe freshest produce on your table.
Business ModelKey Partners Key Activities Value Customer Customer • promoting our Propositions Relationships -Growers• growers • Social network• local farm social media •Singapore local -Farm produce • recruiting community nurseries growers food movement • Point & badge buyers • improving support system starter kits • Fresh & healthy • Training & and methods local farm • harvesting guidance • delivery produces Channel Key Resources • Online retail via • nursery & mylocalgreen.wee central bly.com distribution facility • staff Cost Structure Revenue Streams • platform costs •20% farm produces • grower starter kits rewarded for growers • nursery costs •80% farm produces • logistic costs taken for selling
Business ModelModel Explanations:• Value Proposition Problems Our Propositions Concern about dependency Local food movement support on imported foods (93% of total foods) Fresh local farm produces & Needs of fresh & healthy foods Speed delivery to customer’s home• Customers - Target customer: mainly for residents in Singapore of age between 35 to 45 years. - By survey, about 20% of repliers answer that they will join community as growers. -Total residents of age between 30 to 45 years old: 918,200 people ref: Department of Statistics Singapore (http://www.singstat.gov.sg) - Our Target - Significant 20% market size 918,200 183,645
Business ModelModel Explanations:• Channel Main Website: http://mylocalgreen.weebly.com Social Network: FB, Twitter, …• Customer Relationships Medias & Methods Aims Why Continue with US? Idea Sharing & Exchanges Funs & Enjoys Online Community Updating Progress Dynamic Interaction Busy life style support Easy to Connect Point & Badge System Visualization of progress Encouragement and contributions Easiness to Enter Training & Guidance Starting support & Development Dynamic Change
Marketing Strategy Focus efforts on recruiting early users and growers into community. Sell only to community. We envision that growers will also buy produce from other growers. Identify and reach out to early users aka locavores through local food blogs, twitter, facebook. Reach out to personal network of friends, colleagues and acquaintances Results Potential growers are concerned with the time and effort required to grow crops; main request was to have a physical prototype available to view before deciding on joining as a grower. (Our team did not embark on building a physical prototype due to required costs)
Costs & Revenue ModelCosts Purchase and retro-fit HDPE storage boxes into self sustaining growing kits. Pay Nurseries to plant seeds in growing kits until seedlings have sprouted. Labour cost – harvest crops. Delivery cost – driver, van, deliver produce to customersRevenue Model Direct sales of produce through mylocalgreens.com.
Risks & FundingRisks Low quality produce • mitigate by training growers until mastery is achieved before offering produce to community. Insufficient growers to support community • mitigate by offering potential growers reward points based on crop yield which can be used to buy other crops.Funding We will adopt a boot strap model As Initial investment is low, estimated USD30,000, funding will be raised through family and personal savings.
Partners and Allies Partner with local farm nurseries to plant seeds in grower kits until seedlings have sprouted. Tap on knowledge from nursery staff to train growers. Use nursery as base to produce compost and retro-fit grower kits.
Our Teams People 2 from Singapore 1 from Japan Commons • Expensive accommodation • High percent of imported foods • Local food popularity Learned by teamwork •Culture exchanges •Customers’ needs in different places. •Exchanges of different wisdoms can bring new ideas