ABC Agro aims to be the leading urban agricultural services provider in Dhaka. Its vision is to provide eco-friendly agro solutions while ensuring sustainability goals. Its key goals are to reduce deforestation, reuse crops, and modify social plantation ideologies. It plans to utilize unused rooftop spaces for urban farming to address issues like food insecurity and lack of arable land. It will develop a mobile app to connect customers to its services and products. The app will provide gardening requirements and notifications. ABC Agro forecasts high growth in the urban farming industry and plans various marketing campaigns including digital, print, and events to launch its services and commercialize the sector.

1. Nature At Your Doorstep
A B C A G R O

2. Our Vision
& Mission
Core Goals and Ambitions
Core Value
Vision
Mission
To be the most authentic urban agricultural service
provider in Dhaka city
We are here to provide the best eco-friendly agro-based
solutions in urban areas by ensuring all sustainable
development goals in a city
Ensuring the 3Rs:
• Reduce deforestation
• Reuse crops for growing
• Remodify social
plantation idelogies

3. Situation
Analysis
• Non Dhaka residents flock into the capital with dreams of better employment
opportunities and modern facilitative lifestyles causing the city to outgrow its
residential land (population density of 23,234). Mixed with unplanned
urbanization, horticultural lands seem to have almost disappeared.
• Shipment of food from high distances adds to food miles creating a greater
carbon footprint
• Price of final product increases due to greater transportation costs and higher
number of intermediaries .
• Above all, the high distance reduces the nutrient value of food as they are
harvested early in their production cycle to be shipped and distributed
throughout the country. Health deprecating additives are also added to keep the
food from perishing.
• High unemployment rates and an economic stagnation due to Covid19 points
towards a future with food insecurity, adding to the importance of Urban
Gardening
• Currently the idea of Urban Gardening is still uncommercialized and the market
for buying products for urban gardening is half assessed . Customers usually seek
or buy support traditional roadside nurseries as a result companies already in the
field cannot generate enough ROI.

4. Consumer Insight
Flowers Fruits Vegetables
Banani Gulshan Uttara Dhanmondi Mirpur
125
100
75
50
25
0
60%
74%
85%
Preference of the type of crops and plants
mostly demanded by Dhaka city dwellers
Survey to various regions of
Dhaka says that urban people are
always in demand of vegetables
which has been one of our main
priority in providing services

5. Problem Identification
• Due to the half assessed nature of the market, the potential of the
commercialization of Urban Farming is still in Question.
• Traditional roadside nurseries impede the Returns that could have
been generated although they cannot provide the dynamic supports
required for Urban Farming
• The main hurdle is to reach and implement this new idea in the minds
of target consumers and hence attempt to commercialize the dynamic
supports and services provided by ABC Agro that would make Urban
Gardening easier and more understandable for the public.
• The organization's support must be very accessible and easy to buy to
those interested in Urban Farming.

6. Alternative
Evaluation
Vertical Farming in
Purbachal region of Dhaka
Industrial farming Hydroponic gardening
Abundance of agricultural lands
Depends on proper supply of water
Plantation in the free spaces of factories
and industries that can be utilized in an
eco-friendly manner

7. Utilization of huge unused spaces like residential and
industrial rooftops would lessen the burden for
horticultural land. We setup our systems and sell the
harvests to our market partners
Use of Residential and
industrial Rooftops
Big Idea
USP: No Plastic Consumption
01
ABC Agro could also provide the dynamic gardening
product to those customers who are keen to engage
in Urban Gardening themselves.
Provision of Dynamic
Services
Zero Waste Project
02
03
04 Connects customers to company
lists gardening requirements of all plants
connected to weather stations to notify users to take
care of their plants accordingly.
U-Agri App
Use of rainwater and unused water through efficient
drainage system, production of fertilizer and
composts from green wastes

8. Our App
This app will connect customers to company
lists gardening requirements of all plants
connected to weather stations to notify users
to take care of their plants accordingly. Also
we will provide dynamic gardening product to
those customers who are keen to engage in
Urban Gardening themselves.
One stop urban
farming practice
solution

9. Pre launch Post launch
Launch
Action Plan
• App Development &
Testing
• Supply Chain
Development
• Distribution channels
selection and setup
• Teasers on social
media to spark
curiosity
• Widespread brand awareness
program through:
⚬ Billboard ads & TVCs
⚬ Sponsorship of Agricultural
based competitions
⚬ Social Media Marketing
⚬ Influencer Marketing
⚬ GREEN marketing campaign
⚬ Online Marketing
• Official Launch of Mobile
Application
• Collaboration with Pandamart
by Foodpanda
• ATL
• TTL
• Create Facebook
community of urban
farmers
• Engagement with
Agricultural Institutions
• Testimonial videos of
successful urban
farming through U-agri

10. Creative Campaign
Green Marketing Strategy
Above the Line
Marketing
• Articles published in
magazines (For Example:
Society for Environment and
Human Development)
• Newspaper coverage in
popular papers like Prothom
Alo
• Posters and Billboards in busy
places in Dhaka (Banani,
Gulshan, Dhanmondi)
• Providing a section of fruits
and vegetables in Pandamart
• Maintaining Customer
Relationship through free
giveaways (Bogo offer in
plants at a good price range)
• University engagements
through seminars and events
• Working in partnership with
nurseries
• Participating in বৃক্ষ মেলা
Below the Line
Marketing
• Press release in different
news portals and
participating in environment
development shows ("Mati o
Manush" by Shykh Siraj
Channel i)
• Push Marketing through
email and PR activities
• Sending salesmen to houses
in various localities to
promote
Miscellaneous
Marketing Plans

11. Digital
Plan
Residential farming
customer care
Our digital hotlines and app will
take constant orders for
plantation and logistical
supports
Executing Through The Line Marketing
(social media marketing, digital media ad runs, digital events
and mass awareness)
Availability of
our services
Growth analysis
digitally
Our services will be easily
accessible through our social
media pages along with our
app
We will keep constant tracking of
our digital dashboards to measure
or web and app traffics to run ads
accordingly
Adopting our
"AGRO" approach
Overall digital
expansion
With proper digitalized operations,
we can expand our services to sub
urban regions of Dhaka and other
cities too

12. I am so glad that I have this
easy access to U-Agri app and
the Facebook page of ABC agro
for making my rooftop garden
with roses
Campaign Impact
Customer Feedback
Avishek Nath Das Sadia Tasnim Mashrur Ahmed
What an amazing experience
to be able to use U-Agri App to
order my favorite plant at great
convenience
U-Agri app helped to set up my
own backyard garden with my
sunflowers to lighten up my day
every day

13. Timeline
Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr
App Development & Prototype testing
Supply Chain Development
Distribution
Channels Setup
Teasers on social media
Brand Awareness Program
Official Launch of Mobile App
Collaboration with
Pandamart
ATL & TTL
Facebook community of urban farmers
Engagement with Agricultural Institutions

14. Item Quantity Calculation Amounts (৳)
Rooftop setup 2000 sq ft 2000*10 300000
Industrial Rooftop setup 8000 sq ft 150*8000 1200000
Roof rent 10 5000*10*15 750000
App development 1 1*120000 120000
TVC 9 months 4500* 3 * 4* 4*9 1944000
Brand Ambassador 1 year 300000 300000
Influencer Marketing Top 3 3* 10,000 30,000
Billboards 3 months 3*400*600 720000
Social Media Marketing 12 months 1,50,000 1,50,000
Google AdSense 9 months 30000*9 270000
Offline Marketing 9 months 150000*9 1350000
Competition 1 1*100000 1,00,000
Financials Plan Breakdown

15. Item Quantity Calculation Amounts (৳)
Maintenance cost 9 months 1200*9 10800
Logistic 9 months 5000*9 45000
Labor 5 5000*5*9 225000
Total 7514800
Financials Plan Breakdown
Total cost: 2530800 BDT
Total sales: 2530800 BDT

16. 2.8 %
Estimated Growth
75 lacs
Initial Investment
33.6%
Return On
Investment
15 months
Estimated time
needed to Break-Even
30%
Estimated Growth in
Revenue
Urban farming industry sectors have seen a surge in demand. We are hoping a growth
in the industry with new campaign plans.
Estimated ROI

17. Contingency
Plan Our main target is to capture the several unused
rooftops spaces that may account for more than
56000 Bighas of arable land area. But in case of
failure to capture these said spaces, we aim to
make use of the still under developed areas like
Purbachal, Keraniganj, Ashulia etc for the time
being until the idea of Urban Farming can be
more commercialized. We could also add
Hydroponic systems to our urban planning
structures which would increase yields in places
with little access to arable lands.

18. T H A N K
Y O U