Neo green
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- Green Lab aims to promote a green lifestyle through rooftop farming, cooking workshops, and a farm-to-table restaurant. - It will provide rooftop planting boxes for farming, workshops to teach people how to prepare meals from the harvested foods, and a restaurant serving dishes made from the locally grown ingredients. - The business aims to reconnect people with nature through sustainable food production and consumption while providing education and entertainment.
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Neo green
- 1. - 夏園園 丘鋮丹 何嘉鈺 張澤茵 羅潔瓊 - Apr. 26, 2014
- 2. 7. Scalability 4. Cost & Profitable Potential 6. Marketing & Promotion 3. Market Analysis (Brand position + target consumer)& Feasibility 2.Business Idea 1.Background 5. SWOT/Competitive Analysis
- 3. Background
- 11. Main Business Green Lab aims to provide you a green lifestyle by integrates three parts into our business. planting •Rooftop farming Cooking•GreenLab . Workshop Eating•GreenLab. Gourmet
- 12. Receptive to new things advocator of healthy green diet (veggie is not a must) Environmentalist Family gathering Reduces carbon emissions Reduce “urban heat island effect The practice of cultivating food on the rooftop of building Rooftop Farming ultra-lightweight, self- contained sustainable rooftop farm, full of ultra fresh and organic super foods What How green? Consumer insight
- 13. Planting box Selection of vegetable Planting lesson Get your result home! Rooftop Farming How we run It?
- 14. Locavore Nutrition comes first Environmental concern Maintain food's natural health and nutritional benefits Decrease the environmental impact and carbon footprint Eating local + growing our own food Farm-to-table The farm-to-table philosophy embraces a sustainable approach to agriculture and dining. At its heart, the concept is simple: there is value in eating locally. What How green ? Consumer insight
- 15. Farm-to-table Green Park. Workshop open time: weekend Consumer insight Extend vegetarian repertoire Lose or maintain weight In touch with religious belief learn how to prepare meals with the guidance of popular chefs Bring your fruit of labor to table. Raw material down from the rooftop 3 groups per day with 5 people in a group Practice your innovative ability!
- 16. We are not providing classes. Our intention is to engage every cooking enthusiasts to enjoy green lifestyle. We just provide professional advices, leave the rest to your creativity! Farm-to-table Green Park. Workshop open time: weekend
- 17. Parent-Child Special Classes Not just adult, kids really can cook. Learning to cook helps kids to learn about nutrition and healthy eating. Parent-child special classes help kids to learn and grow up in the kitchen through cooking lessons and improve parent-child relationship. Farm-to-table Green Park. Workshop open time: weekend
- 18. Hands- on cooking party our cooking class parties are specifically designed to let our student to participate in creating sumptuous, inspiring dishes. Through cooking party, we want our student not just learn, but create dishes based on the concept of unique food pairings that excite all the senses, in addition to the mood and grasp the essentials of learning through sharing with others. Farm-to-table Green Park. Workshop open time: weekend
- 19. Fun, inspiring and challenging! not only learn from class, but a party!
- 20. Star Dish
- 21. Farm-to-table Green Park. Gourmet open time: Mon-Fri Consumer Insight Vegetarian shift Less meat-centric diet Know more about vegetarian kingdom
- 22. Farm-to-table Green Park. gourmet A locally sourced meal! meatless or not, up to you! Eating but learning. help you know more about what you eat Vote for your dishes good or not, your call Catering service healthy party, not just drink drink drink!
- 24. Hottest cuisine I gotta go!
- 25. Catering services It’s party time! Plan a memorable dining experience for you and your guests, whether you’re commemorating a special occasion or just celebrating good company at an intimate dinner party, you need us!
- 26. Market Analysis
- 27. Market Analysis- Vegetarian • 2% of local adults are dedicate vegetarians • 1.6 million HK people go veggie once a week • 75% female • Polarized groups • Benefits of veggie food
- 28. Market Analysis-Veggie restaurants Price (HKD) Number of restaurant Below 40 72 41-100 93 101-150 14 151-300 3 301-500 1 Price Distribution Geographical Distribution Totally 183 Hong Kong Island 53 New Territories 64 Kowloon 66 90% 2%
- 29. Market Analysis- Income distribution Highest earners > 60,000 HKD 7.15 million population 286,200 high earners Potential Market
- 30. Market Analysis- Supply • 1.6% of lands are used as farmland • 92% vegetables in Hong Kong come from mainland China • Around 400 city farms, 200HKD/month
- 31. Market Analysis- Cooking workshop • Chinese veggie food workshops • No western veggie cooking class
- 33. High-end Experience Farm+ Cook+ Eat reconnect people with nature ature dutainment rganic GreenLab
- 34. Target Customer
- 35. Restaurant Rooftop Farm Workshop Medium& High customers with innovative, healthy mindset Nearby resident, caring about quality of life and balanced diet Studious, cooking lovers Healthy lifestyle pursuer Echo with our green value
- 36. Feasibility
- 37. Feasibility Technical Operational • Roof farming since antiquity • Already 400 city farms in HK • Control: on guaranteed safe & high quality food • Place: flexible & reasonable rental fee • Veggie restaurants are welcomed • HK people enroll in cooking classes Business needs
- 38. Cost
- 39. Land Price A roof area bigger than 300 square meters, and a room area about 200 square meters. In total about 2,000,000 HKD.
- 40. Decoration Fresh and green style About 250,000 HKD
- 41. Labor Waiters’ salary 11,000/month Workshop trainers 20,000/month Chefs 30,000/month Assistants 15,000/month Administrative officers 16,000/month Maintainers 12,000/month
- 42. Equipment Green roof technology Plant boxes Accessory Tables & chairs Kitchen devices Air-conditioners Cashier Music devices … About 320,000 HKD
- 43. Material Seeds Raw materials About 10,000HKD
- 44. Fixed Overhead Water Electricity Gas Telephone fees Logistical expence FMCG Insurance Taxes … About 20,000 HKD
- 45. Others Unforeseeable expense Handling charge: business license & health certificate Events & management Depreciation: 10% The total cost (first three months): 8,120,000 HKD The expecting revenue 502,000/month The first three months: 2,082,000 HKD
- 46. SWOT Analysis
- 47. SWOT ANALYSIS o Unique combination o Education + entertainment o New healthy lifestyle o Environmental friendly o High price o High start-up cost o Vegetarian diet is not popular enough o Worldwide greener life trend o Highly urbanization o People’s awareness o Growing number of vegan restaurants o Extremely higher land price o Smaller space
- 48. Raise Entry Barrier Continuously new ideas —cuisines, workshop, new farm technology. Raise brand value. Emotional engagement with stakeholders. Copyright protection.
- 50. Profitable Potential Basic profitable patterns Restaurant Workshop Planting Long-term profitable model Brand value Expansion of sub-brands CSR
- 52. Our Business Rooftop Farming Cooking Workshop Restaurant Green Tech Trendy Lifestyle Healthy Eating
- 53. No Direct CompetitorsIndirect Competitors -MAINCOMPETITORS-
- 54. High Taste Vegetarian Society 品味高素食學會 （素食烹飪班） City Farm 都市農莊 Loving Hut 愛家素食
- 55. Company Profile • Founded in 2011 (3 years in the MKT) • An organization that promote urban farming by teaching people how to do organic farming on roof top and open space. • Mission: “We grow farmers.” Marketing Profile • Target Consumers: Environmentally-conscious community that have the desire to grow their own food. • MKT Popularity: 4,210 Likes (Facebook)/ Media Exposure • MKT Strategy: Product - Farming Workshops & Planting Box Rental Price - 135 HKD per class / 1.5 hour Place - 鰂魚涌, 觀塘, 荃灣 Promotion - Cooperation with Caritas Community Activity Center and Metropop
- 56. High Taste Vegetarian Society 品味高素食學會 （素食烹飪班） City Farm 都市農莊 Loving Hut 愛家素食
- 57. Organization Profile • Government registered charity/ Founded in 1981 • An organization dedicated to promote vegetarian knowledge and offers vegetarian cooking classes on weekly basis. • Philosophy: Conservation and anti-violence that vegetarianism celebrates can effectively solve the world’s hunger and environmental problem. Marketing Profile • Target Audience: Veggie food lovers & Non-vegetarians • Location: 九龍尖沙咀漆咸道南27號海景大廈6樓 • Product – Cooking class that teaches diversified vegetarian cuisines • Price – Circumstantial charging fees [e.g.140 HKD per class / Individual 220 HKD per class / Family(2-3)] • Promotion – Sign up for 6 classes get 1 class free. 50% discount for people over 60 years old.
- 58. High Taste Vegetarian Society 品味高素食學會 （素食烹飪班） City Farm 都市農莊 Loving Hut 愛家素食
- 59. Company Profile • International chain vegan restaurant / more than 200 outlets in major cities • Vision: All beings can live in peace, love and harmony with each other. • Brand Promise: Loving Hut provides consumers with great tasting, high quality and healthful pure vegan food along with speed, value and convenience. Marketing Profile • Target Audience: People pursuit a healthy life-style and care about the earth • Location: 九龍灣, 灣仔 • Product – Mainly Chinese cuisine, bread, dog food • Price – Medium-priced acceptable by average mass • Promotion – Occasion promotions on group purchasing websites
- 61. Social Media
- 62. Facebook
- 63. Facebook
- 64. Facebook
- 65. NEOTM Green Lab HK NEOTM Green Lab In Hong Kong Youtube
- 66. NEOTM Green Lab HK NEOTM Green Lab Farming Course in April 26 Youtube
- 67. NEOTM Green Lab HK NEOTM Green Lab Cooking Workshop in April 26 Youtube
- 68. Instagram
- 69. Instagram
- 70. Celebrity Endorsement Cherry Ngan Vivian ChowFala ChenAnnie Lau Ambassadors of Green Monday Encourage healthy, environmentally friendly living in Hong Kong Advocate green lifestyle especially green diet
- 71. Open rooftop farm schools neighborhoods a laboratory, a dynamic classroom to learn where their food comes from, how much energy is used to produce it, and the relationships between diet and health, food and the environment edutainment a tangible connection between the farmer and the consumer the consumer is the farmer as well Rooftop farms have the power to bring the community closer together
- 72. Special Offer Vegetarian Cooking Course Rooftop Farming Restaurant 10% off discount during course period Membership card & 10% off discount Healthy Eating
- 73. Scalability
- 74. healthy, environmentally friendly living reduce your carbon footprint and improve your health promote green lifestyle especially green diet “Baby Steps to Go Green”
- 76. Workshop 20 people /class 2 classes everyday (Saturday and Sunday) TA: people with cooking passion but cannot register now people who is interested in making vegetarian dishes
Notas del editor
- So, Next I would like to talk about the workshop, if the rooftop farming is your first step to being green, then our Our vegetarian cooking class will taught you down-to-earth skill that make your life Healthier ever, and even more green Want to extend vegetarian, culinary repertoire and feel more confident in tackling a vast array of vegetarian ingredients? Our vegetarian cooking schools that teach methods that help participants lose or maintain weight. Others also want to get in touch with spiritual or religious beliefs. Those who practice Buddhism and Hinduism, for example, maintain a diet that is heavy on vegetables. the workshop is open only in weekend, as a part of Farm-to-table business, all the raw material that student use to learn how to cook in their vegetarian class is either from our surburban garden or our rooftop one, which guarantee the quality of the every dish they made. The cooking class has quota limit as we want everyone can really learn something. Since we only open on weekend, 3 groups per day with 5 people a group can ensure the effectiveness of the workshop.