The project was one of the first 20 shortlisted projects that were presented on the 28th Spetember 2011 for the Finale Startcup Milano Lombardia 2011 in Milan, Italy.

1. FARMFUL SERVICES
Vision : To contribute positively to the economy and overall
health of the society by promoting the sustainable
business and consumption of fresh fruits and
vegetables (FFV).
Bachelors in Architecture
Masters in Business Design
esign Masters
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Masters Industrial Desig
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Bach rs in Bus n
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Team

2. System Map :
Farmful Services enhances the exchange of
information among the stakeholders in the FFV
product Business.
It exploits the advantages of ICT technology to
manage the complexity of the process and to
facilitate the free flow of information.
The system supports decentralised and
multifaceted nature of the Business

3. System Map :
Smart phone app Web Based
Call phone
based aplication
Internet
TV Application
SMS service
Direct Calling
Smart Kitchen
Possible ways to interact with the portal

4. Business Model Canvas :
Key Partners Activities Value
Propositions
Services Promotion
1.PRIMARY Information Management Farmer :
NOKIA Life Tools/ IT System Development Freedom to choose
UNIPHORE/ Resources Networking convinient and profitable
RML Services Strategic Alliances market
Agriculture Awareness
2.SECONDARY
Warehouse facilitators Consumer :
Micro- finance company Increased Profit Margins
NGO’s
Retailer :
3.TERTIARY Resources Increased variety of
Media choices and prices
Agriculture experts
Agro-Research Institutes ICT Platform Social :
New job opportunities
Logistics
Reduced Wastage
Warehouses
Health Awareness
Human resources
Capital Local Money circulation
Brand and PatentAg-
riculture Awareness

5. Business Model Canvas :
Customer Customer Segment
Relationship
Automated Services 1.BUYERS
Personal Services Households
Community Services Catering Services
Co-creation Restaurants
Corporate Relation- Institutes
ships Hotels
Process industries
2.PRODUCERS
Farmers
Channels
3.DISTRIBUTORS
Neighborhood Retailers
Wholesalers
e-Commerce
Web-TV
Word of mouth
Media
Events and exhibitions

6. Business Model Canvas :
Key Partners Activities Value Customer Customer Segment
Propositions Relationship
Services Promotion
1.PRIMARY Information Management Farmer :
Automated Services 1.BUYERS
NOKIA Life Tools/ IT System Development Personal Services Households
Freedom to choose
UNIPHORE/ Resources Networking Community Services Catering Services
convinient and profitable
RML Services Strategic Alliances Co-creation Restaurants
market
Agriculture Awareness Corporate Institutes
2.SECONDARY Relationships Hotels
Warehouse facilitators Consumer : Process industries
Micro- finance company Increased Profit Margins
NGO’s 2.PRODUCERS
Retailer : Farmers
3.TERTIARY Resources Increased variety of Channels
Media choices and prices
Agriculture experts 3.DISTRIBUTORS
Agro-Research Institutes ICT Platform Social : Neighborhood Retailers
New job opportunities Wholesalers
Logistics e-Commerce
Reduced Wastage Web-TV
Warehouses Word of mouth
Health Awareness
Human resources Media
Capital Local Money circulation
Events and exhibitions
Brand and
PatentAgriculture
Awareness
Cost Structure Revenue Stream
1.Economy of scale Direct Sales of FFV produce
2.Low price value proposition Value Added Service Charges
Subscription Charges (e.g. freemium and
corporate)
Newsletter subscription
Advertisements and Promotions

7. Financial Projections :
Initial capital :
Rs 10,00,000
10% growth/annum
Subsciption in 5 yrs:
Farmer : 3200
Retailers + business buyers :
5500
Number of market places :
15 (in 3 cities)
* In context to India

8. Here we GO ! ! !
Startup :
Lombardy region :
Agricultural Hub of Italy
Month of Initiation :
Feburary 2012
Target Market : Food
Business in Milan city
+ Households
Number of Farmers
enrolled : 100
We welcome you to be the visionary to invest
in Farmful Services .