Transcript phase 1 - Alberta School of Business

The Urban Farmer
“Growing Edmonton one garden at a time”
Urban Movements Marketing Solutions®
Anita Sahota and Chris Bright
What food labels don’t tell you!
Consumers Concerns Over Food Safety Include:
Allergies
Poisonous
Chemicals
Cancer
Liver Damage
Nerve Damage
Physical Wellbeing
Brain Damage
Birth Defects
Complicate
Reproduction
Damage to hormones
Slows a Childs
Development
Immune Deficiencies
Health Risks to Children
Do-it Yourself Organic
Gardening Kit
•Organic food gardening
manual
•Certified organic seeds.
•Wooden dowel
•Package of organic soil mix
•Package of organic fertilizer
•Gardening markers
•Measuring/ spacing tool
•Packets of fungal spores
•Quality hand trowel
•Reusable tool box
Marketing Strategy
1. Earth Day (phase 1)
Place
• Held in Hawrelek Park on
April 22.
• Event includes
environmentally conscious
individuals who are the
Urban Farmers target
market.
Promotion
• Booth will educate and sell
organic gardening kit
product.
• Capitalize on individuals
desire to make a positive
impact on environment.
Marketing Strategy
2. Old Strathcona Farmers Market (Phase I)
Place
• Attracts up to 10,000
customers on a typical
Saturday.
• Operates year round.
• Organic fruit and
vegetables are sold.
• Shoppers pay a premium
for natural food.
Promotion
• Piggy back on friends
table.
• Test customers reaction
and demand.
• Table launched if initial
campaign is successful.
• Value offered through
personal connection.
Marketing Strategy
3. Yoga studio’s/Organic food stores (Phase I)
Place
• The clientele place priority
on personal health.
• Ideal locations for
targeting customers
Promotion
• Poster advertisements
(minimize costs)
• Direct consumers to
website
• Posted on cork boards
• Contact information
provided in rip/tear
fashion.
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
The Urban Farmer
www.theurbanfarmer.ca
#: 780-221-4800
Marketing Strategy
4. Word of Mouth (Phase I)
Place
• Implemented trough daily
business activities.
• Directed through satisfied
clients.
• Launch at local events and
venues.
Promotion
• Promotional material
instigates conversation and
awareness.
• Such as pins, hats, stickers
and reusable bags.
Marketing Strategy
5.Website (Phase I and II)
Place
• Existing website
experiences high traffic.
• It is common web traffic
exceeding 250,000
hits/month.
Promotion
• Phase I: other promoting
channels, direct customers
to website.
• Phase II: Videos will demo
the product and its
benefits.
• Potential implementation
of an online store.
Marketing Strategy
6. PR Campaign (Phase II)
Place
• Local newspapers, magazines
and television channels.
• Expand on previous
voluntary media attention
received.
Promotion
• Position story to media
sources as relevant local
community news.
• Build a relationship with
media outlets well before
Earth Day.
• Offer the a media outlet clips
and information on the
Urban Farmers mission and
products.
Sample PR Video for Media Sources
Financial Breakeven Analysis
steinermarketing.com/calc_break_even.htm
Phase 1 (Year 1)
Phase 2 (Year 1)
Fixed Costs
1899.50
Fixed Costs
22399.50
Variable Costs
39.00
Variable Costs
39.00
Sales Price per Unit
120.00
Sales Price per Unit 120.00
Total costs
2797.00
Total variable costs
897.00
Average Cost per
Unit
122.00
Total costs
33203.00
Total variable costs
10803.00
Average Cost per
Unit
120.00
Breakeven Point
277 units
Breakeven Point
23 units
Note: In breakeven point calculation, time value, labour costs and transportation
expenses have not been considered.
Competitors Analysis
FORM: Organic
gardening books,
fertilizers, seeds,
services
CATEGORY: Nonorganic
gardening
books, fertilizer,
seeds, services.
GENERIC: Any
garden and lawn
care products.
Future Implementation Strategy
•Adding value to gardening kit: Improve the quality of
the kit and include online web features
•Expanding target market- offering new gardening kits
to apartment dwellers and children
•Cost reduction: With more efficient production comes
cheaper kits.
The Urban Farmer, “Growing
Edmonton one garden at a time”