Greener Pastures Business Plan for Sustainable Growth

Greener Pastures
Business Plan

Jennifer M. Nucci
Dr. Wankel
MGT 652
Final Project

Table of Contents

1.0 Executive Summary
1.1 Mission Statement
1.2 Objectives

2.0 Company Summary
2.1 Location
2.2 SWOT Analysis
2.3 Start-up Costs Overview

3.0 Management Summary
3.1 Ownership
3.2 Partnering Companies
3.3 Company Division

4.0 Products & Services
5.0 Market Analysis
5.1 Market Segmentation & Description
5.2 Marketing Strategies
5.3 Industry Trends

6.0 Financial Plan
7.0 Looking Forward
8.0 Appendix

1.0 Executive Summary

Industrialization and urbanization have resulted in a profound deterioration of India's
natural resources. According to the World Health Organization, the capital city of New
Delhi is one of the top ten most polluted cities in the world. Surveys indicate that in New
Delhi the incidence of respiratory diseases due to air pollution is about 12 times the
national average. Furthermore, it is estimated that the country’s population will increase
to about 1.26 billion by the year 2016. The projected population indicates that India will
be the first most populous country in the world having 18% of the world's population on
only 2.4% of world's total area. This will greatly increase the pressure on its natural
resources; leading to water shortages, soil exhaustion and erosion, deforestation, and air
and water pollution.

The challenges have become clear; India has a severe need for clean water and air, as
well as an affordable and reliable delivery of energy. These needs in combination of the
dwindling supply of fossil fuels and the reality of climate change can lead to
unimaginable implications for future generations.

The solution to this problem lies in smart/green buildings. In a smart building, systems
are not managed separately, they inter-operate. Thousands of sensors can monitor
everything from motion and temperature to humidity, precipitation, occupancy and light.
The building does not just coexist with nature, it harnesses it. Smart buildings can reduce
energy consumption and CO2 emissions by 50% to 70% and save 30% to 50% in water
usage. (US Energy Information Agency, 2009)

1.1 Mission Statement

To develop energy-efficient and eco friendly solutions for industry and commerce helping
businesses and customers improve their processes, conserve energy, increase their
competitiveness and adhere to environmental norms.

1.2 Objectives
• Offer innovative Green products at a competitive cost which will establish Greener
Pastures products as a nationwide leader in selling biodegradable, environmentally safe,
sustainability building products and materials.
• Increase the number of buildings and businesses using Greener Pastures products by
20% over the next two years.
• Build a solid working relationship with all the national companies and architecture firms
in India.
• Form a reliable administration that is ready to serve customers, as well as identify cost
effective technology solutions and target market niches.

2.0 Company Summary:

2.1 Location

Greener Pastures main manufacturing plant will be located in Mundra, a Special
economy zone in the state of Gujarat. A Special Economic Zone (SEZ) is a geographical
region that has economic laws that are more liberal than the country's typical economic
laws. The category 'SEZ' covers a broad range of more specific zone types, including Free
Trade Zones (FTZ), Export Processing Zones (EPZ), Free Zones (FZ), Industrial Estates (IE),
Free Ports, Urban Enterprise Zones and others. Usually the goal of a structure is to
increase foreign direct investment by foreign investors, typically an international
business or a multinational corporation (MNC). (BT Associates sezinvestindia.com, 2009)

Some of the reasons and benefits of opening a manufacturing plant in SEZ include:
1. SEZ is the most industrialized state if India

2. The population size = 5% of the country; the geographical area = 6% of the
country, yet SEZ holds 18% of the investments in the country

3. It consists of 83 closely integrated industrial clusters with 182 industrial estates

4. Consists of flexible labor laws and easy exit policy

5. It Contains the best infrastructure among all the states in country

(BT Associates sezinvestindia.com, 2009)

2.2 SWOT Analysis:
Strengths:
1. Smart/Green buildings provide a potentially promising way to help address a
range of challenges facing India:
• The high cost of electric power.
• Worsening electric grid constraints, with associated power quality and
availability problems.
• Water shortage and waste disposal issues.
• Growing concern over the cost of global warming.
• The rising incidence of allergies and asthma, especially in children.
• The health and productivity of workers.
• Increasing expenses of maintaining and operating state facilities over time.

2. Maximization of energy efficiency through cutting operating costs and
unnecessary spending, minimizing waste while recovering valued resource.

3. Green/Smart products are renewable and cannot be depleted. (US Green Building
Council, 2003)

Weaknesses:

1. Initial Cost: Smart/Green buildings and building products can incur higher initial
costs than other buildings as a result of additional design analysis, computer
energy modeling, product research, limited product availability.
2. Funding: Finding a lender or investor who offers loans for building that is non-
traditional may be difficult. (Walters, 2008)
3. Location & Zoning: the location may play a large role in making green building
not feasible. Areas India, such as coastal cities where pollution is at its highest,
can be humid or moist which may prevent certain green building material to
sustain. Local restrictions and codes may also not allow use of certain materials
or building styles. (Royston, 2008)

Opportunities:

1. Overall global trend of “going green” with awareness of and sensitivity to the
environment has grown dramatically. Environmental concerns regularly top
opinion polls as being important.
2. More and more eco-products are the result of regulatory mandates by
governments at various levels encouraging the growth of green products to help
both the environment and business.
3. Government action on climate change in a cap and trade system would grow
green markets to be worth hundreds of billions or even trillions of dollars in the
future. (Croston, 2008)

Threats

1. “Greenwashing” - The skepticism of companies and products claiming to be
“Green” which may lead to stricter regulations towards certify your “greenness”,
and reporting on your progress. (Croston, 2008)
2. Time Frame: Since green building projects encourage the use of recycled and
found materials, time may become a disadvantage. Finding the needed materials
may take extra time that the builder and/or homeowner does not have for the
project.
3. Cultural Tradition: India is a country set in tradition and people may be adamant
about change and feel there is no sense of urgency. (Royston, 2008)
4. Lack of knowledge regarding green building and confusion regarding terminology.

2.3 Start-Up Costs Overview:

The start-up cost of Greener Pastures will consist primarily of equipment, inventory,
staffing, IT management and shipping/distribution.

Sustainable buildings can be assessed as cost-effective through the life-cycle cost
method, a way of assessing total building cost over time. It consists of:

• Initial costs (design and construction).
• Operating costs (energy, water/sewage, waste, recycling, and other utilities).
• Maintenance, repair, and replacement costs.
• Other environmental or social costs/benefits (impacts on transportation, solid
waste, water, energy, infrastructure, worker productivity, outdoor air emissions,
etc).

Greener Pastures will focus on using a Life Cycle Costing (LCC) approach to evaluate and
integrate the benefits and costs associated with sustainable buildings. Life cycle costing
looks at costs and benefits over the life of a particular product, technology or system.
(Dick, 2008)

3.0 Management Summary:

3.1 Ownership:
Greener Pastures will be owned and operated by Jennifer M. Nucci, Founder and CEO in
association with partnering companies New Ventures India and IBM – Smarter Planet
Division.

3.2 Partnering Companies:
New Ventures India is a company that promotes sustainable growth by accelerating the
transfer of capital to businesses that deliver social and environmental benefits. New
Ventures India works for sustainable entrepreneurship and is specially designed to meet
the needs of Indian entrepreneurs and help them overcome common business
challenges to deliver environmental and social benefits in addition to economic
development and growth opportunity. (Newventuresindia.com, 2009)

IBM – Smarter Planet Division a uniquely positioned department of IBM focusing on how
“interconnected technologies can change the way the world literally works.” This
department is committed to “restarting the economy by applying high-tech intelligence
to challenges in energy, transportation, food, water, even health care.”
(IBM.com/Smarterplanet, 2009)

3.3 Company Divisions:
Executive Board:
• CEO & Founder

• Vice President of Operations
• Vice President of Business Affairs

Project Management & Operations Division:
• Building Construction Specialists
• Operation/Plant Managers
• Specialized Project Managers
• Service Technicians

Environmental Research Division:
• Microbiology Specialists
• Environmental Engineers & Specialists
• Environmental Health & Safety Inspection Managers

Product Design & Development:
• Structural , Mechanical, Electrical, and Chemical Engineers
• Specialized Engineers
o HVAC
o Water Treatment
o Air Filtration

Sales Force:
• Regional Sales Manager
o District Sales Manager
 Sales Representative

Legal Department:
• Safety Standards Managers
• Accountants and Financial Analysts
• General Counsel – specializing in zoning laws

Office Management/Administrative:
• Office Managers
o Administrative Assistants

HR & Recruitment:
• Recruiting Manager
• Training and Development Coordinator
• Human Resource Consultant

4.0 Products & Services:

Products will be produced in coordination with an integrated design method. Project teams
will develop each product with careful consideration of all building systems as an
interoperating function to optimize competing demands.

• Smart Grids: A software system to optimize grid performance. It utilizes sensors,
meters, digital controls and analytic tools to automate, monitor and control the two-
way flow of energy across operations. Useful in preventing outages, restoring outages
faster and allowing consumers to manage energy usage. (Dick, 2008)

• Under Floor Air Distribution Systems: Raised floor HVAC systems which focus on
improved ventilation efficiency and indoor air quality. Under floor air is “an innovative
technology that uses the under floor plenum below a raised floor to deliver space
conditioning in offices and other commercial buildings.” This system typically cuts fan
and cooling loads, substantially lowering air conditioning load. (Croston, 2008)

• Urban Heat Island Reduction – “Cool Roofs”: By increasing the reflectivity of roofs and
other typically dark surfaces, it is possible to lower building and urban temperatures, in
turn reducing air conditioning loads and peak demand. (Dick, 2008)

• High Performance Lighting: Incorporation of more efficient lights, task lighting, use of
sensors to cut unnecessary lighting, use of daylight harvesting and other advanced
lighting techniques and technologies. These measures can significantly reduce power
demand from electric lights. In hot weather, this reduction has the added advantage of
reducing cooling loads in a building, which in-turn reduces required air conditioning.
(Dick, 2008)

• Tank-less water heaters: A heater that works with a water flow sensor that operated
from a computerized ignition system that circulates water through a heat exchanger
(coil.) It provides you with continuous endless hot water in an energy efficient manner.
Water is heated only when you need it. When you are at work or on vacation and no
one is at home, energy is not being wasted. (Green Building Supply, 2009)

• Water Saving Toilets: A .8 gallon dual flush system which operations on a “wash down
flush system”, as opposed to the 1.6 gallon siphoned single flush system of conventional
toilets saves roughly 67% more water. A Wash down flush system is more effective at
expelling waste and keeping the bowl clean on lower volumes of water. (Green Building
Supply, 2009)

In addition to providing clients with industrial building materials and environmentally
safe products, Greener Pastures will also provide technical expertise, engineering
assistance and all types of outsourced industrial services

All products will be manufactured based on the measurable standards of LEED. The
Leadership in Energy and Environmental Design (LEED) Green Building Rating System is a
third-party certification program and the nationally accepted benchmark for the design,
construction and operation of high performance green buildings. LEED promotes a
whole-building approach to sustainability by recognizing performance in five-key areas
of human and environmental health: sustainable site development, water savings,
energy efficiency, materials selection and indoor environmental quality. (Dick, 2008)

5.0 Marketing Plan

5.1 Market Segmentation & Description

Research has shown that there are two specific target markets that primarily drive the
decision to adopt green building principles. These audiences have been identified as:
• Developer/Owners
• Commercial Tenants

“Green Developers” are people that see green building as the trend of the future and
are willing to take risks to become leaders in the marketplace. They are people that
have the influence to make the choice to build green and are personally driven by their
values to make the decision to “Go Green. (Croston, 2008)

Characteristics of each group of Green Building adopters are as follows:
• Innovators
• Embrace risk
• Action leaders—willing to be the first to try something
• Forward thinking
• Value driven—personal values convert to workplace

5.2 Market Strategies

Goal #1: Build a case for Greener Pastures - Create tools for developers to use in
marketing green buildings

Strategy:
• Drive developers and owners to a centralized information portal
Website – General Information
o Cost Savings Projections
o Testimonials & Case Studies
o Listing of products
o Advertise LEED Certification
o Technical Assistance

Goal #2: Raise Awareness about Green Building & Environmental Concerns

Strategy:
• Outreach to Business Publications:
o Pitch local business publications on the trend of green building, its rising
credibility in the marketplace, and the large local developers that are
embracing the trend.
• Ad Campaigns:
o Slice of Life Ads: - Place brand in a social situation where target can relate
to ad through recognition.
o Educational & Social Responsibility Ads – Educating the target in the
benefits of Green building and consequences of poor environmental
behavior.
• Fundraising & Social Events:
o Creates an avenue of exposure and opportunity to showcase products
through hands-on demonstrations.

Goal #3: Positioning Greener Pastures as a simple, easily understood solution

Strategy:
• Create a “Greener Pastures” language and terminology- easily understood across
industries.
• Direct Mail to local businesses and companies with general company information
as well as a “Best Practice” guide to demonstrate social responsibility made easy.
(US Green Building Council, 2003)

5.3 Industry Trends

• According to noted green building professional and consultant Jerry Yudelson,
the green building industry is expected to grow at a rate of over sixty percent
(60%) in 2009 on an increasing basis. (Yudelson, 2006)

• As mentioned previously, green building is being increasingly mandated by
municipalities and governments globally.

• Green materials and building products are becoming more popular due to the
upward trend in the green construction market. Consumers are making a
conscious effort to identify what building materials are healthier, more energy
efficient and economically sensible. As the demand grows for green products
and materials, the cost is mitigated.

• With regard to India, a major Industry trend includes the use of “Green IT”.
“Greener business, healthier bottomline” was the theme for 2007, first ever
green IT event organized by Dataquest. The event was hosted in the three cities
of Mumbai, Delhi and Bangalore. Dataquest conducted the first-ever
comprehensive study on the level of green IT within Indian enterprises. The
result was fairly encouraging with close to 69% of the respondents admitting
that they were aware of green IT. (Dataquest, 2009)

6.0 Financial Plan

1. Real estate value

15,000 square feet

$25 per square foot = $375,000. = approximately 1, 50, 00,000 rupees

2. Build up land cost – 1,000 square feet of 15,000 square feet.

Includes building cost of manufacturing unit
Comprises of making one manufacturing facility divided into 5 sections
• Manufacturing

• Production

• Store houses

• Packaging

• Quality control and quality assurance

Total approximate investment = $1.2 million US = approximately 5, 00, 00,000 rupees

3. Initial financial investments

3 sub-units

• Raw materials cost

• Manufacturing cost (Labor cost and utilities)

• Transportation cost

Approximately $800,000 per sub-unit = 4, 00, 00,000 rupees

Approximately Total Financial Investment = $2.4 million US

4. Breakeven Analysis

Initial Investment = $2.4 million

Average Sales per month = $75,000

Average Annual Sales = $1.1 million

Breakeven point = 2.2 years

In millions Breakeven Analysis

$4.0
$3.0 $3.1
$2.0 $2.0
$1.0 $0.9
$0.0 -$0.2
-$1.0
-$2.0 -$2.4
-$3.0
2010 2011 2012 2013 2014
Year

7.0 Looking Forward

India is currently receiving about 5% less sunlight than it did twenty years ago, according
to a study by Padma Kumari and colleagues at the Indian Institute of Tropical
Meteorology in Pune. India is losing out on sunshine because a cloud of tiny air-borne

particles emitted from the nations immense factory production, literally blocking light
from reaching the Earth.

Problems such as air pollution in the example above are one of the many problems India
is facing as a result from years of a lack of environmental concern. Greener Pastures
offers the technology and innovation needed to counteract years of neglect and look
towards a future of more sunshine. The opportunity is now and Greener Pastures
provides the way.

India now represents the fourth most recent market for green buildings in the world.
Back in 2003 there were only 6000 sq m of green building space, by the end of 2008
there was 304,000 sq m, a reported 5000 % increase. India, a country suffering from the
most prevalent pollution problems is now focusing on energy in environmentally friendly
building materials. The Indian Green Building Council is estimating that this Indian market
will reach $4 billion per year by 2010. (Brahic, 2007)

8.0 Appendix

Appendix A:

NO2 emissions over India (Indian Institute of Tropical Meteorology)

NO2 is a pulmonary irritant affecting primarily the upper respiratory system – NO2 is one of the
main forms of air pollution caused by vehicle emissions.

Appendix B

Risk Management Benefits of Smart/Green Buildings

Worker Health & Safety.

• Various benefits, including lower workmen’s compensation costs, arise from
improved indoor environmental quality, reduced likelihood of moisture damage,
and other factors enhancing workplace safety

Property Loss Prevention.
• A range of green building technologies reduce the likelihood of physical damages
and losses in facilities

Liability Loss Prevention.
• Business interruption risks can be reduced by facilities that derive their energy
from on-site resources and/or have energy-efficiency features. This includes risks
resulting from unplanned power outages

Natural Disaster Preparedness and Recovery.
• A subset of energy efficient and renewable energy technologies make facilities
less vulnerable to natural disasters, especially heat catastrophes

References:

2009 Green Building Supply. Retrieved on July 8, 2009. http://www.greenbuildingsupply.com

Brahic, Catherine. Pollution is diming India’s sunshine. Newsscientist.com. Nov. 2007.
Retrieved on July 8, 2009.
http://www.newscientist.com/article/dn12919-pollution-is-dimming-indias-sunshine.html

BT Associates. SezIndiaInvest.com Retrieved on July 9, 2009. http://www.sezindiainvest.com

Croston, Glenn. Trends Creating Green Business Opportunities. Fast Company Expert Bloggers.
Sep 18, 2008.
http://www.fastcompany.com/blog/glenn-croston/starting-and-growing-green

Dataquest. How Green is India, Inc?. Presenting the results of the first ever survey of
companies across India to map the levels of green awareness and implementation. Jan. 2009.
Retrieved on July 8, 2009

Dick, Gregory. Green Building. California Integrated Waste Management Board. Last updated
on January 15, 2008. Retrieved on July 8, 2009
http://www.ciwmb.ca.gov/GreenBuilding

New Ventures India. Retrieved on July 8, 2009
http://www.newventuresindia.org/nvi/newdesign/index.jsp

Royston, Nikki. Surge of Green Buldings in India. AllBusiness.com. Retrieved on July 8, 2009
http://www.allbusiness.com/environment-natural-resources/environmentalism

Smarter Planet. IBM.com Retrieved on July 7, 2009. http://www.ibm.com/us/en/smarteplanet

US Energy Information Agency. Air Pollution in India. Corrosion-doctors
http://corrosion-doctors.org/AtmCorros/mapIndia.htm. Retrieved on July 7, 2009

US Green Building Council. City of Seattle. Green Building Communications Plan. Nov. 2003
http://www.buildgreennw.com/resource/BGNW_Plan_v3.pdf

Walters, Tamara. Disadvantages of Green Building. eHow.com. Retrieved on July 7, 2009
http://www.ehow.com/facts_4926075_disadvantages-green-building.html

Yudelson, Jerry. Marketing green buildings: guide for engineering, construction and
architecture. 2006

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