city of vegetables & flowers e.9

C I T Y O F V E G E T A B L E S & F L O W E R S FUTURE BUSINESS TEAM

SOCIAL VENTURE PLAN COMPETITION

CITY OF VEGETABLES & FLOWERSFUTURE BUSINESS TEAM

S O C I A L V E N T U R E P L A N C O M P E T I T I O N Page 31


- Nowadays Da Nang city is following a path to modernization and industrialization. The

land of city is narrowing each day; the fresh environmental issues (green, clean and beautiful)

are a big problem for the relevant responsible council.

- The primary issue is food hygiene, safety and cleanness, to assure high quality produce

and deal with pest status and pesticides.

- People’s busy working lives mean that they often forget to take care of their own homes

and their own families, or simply lack the time.

These are the reasons we want you to be together with us, and support us in finding the

answers through our project, CITY OF VEGETABLES AND FLOWERS. We trust you will

figure out the best answer for yourselves from the solutions our project proposes.

The project focuses on taking advantages of small spaces to grow flowers and vegetables.

Certainly, you will be quite surprised with our method: Planting flowers and vegetables on the

walls, balustrades, the foam patterns and on the many other small spaces around our city - that

go unnoticed in daily life - with the support of “Aquaculture farming methods”. With this idea,

FUTURE BUSINESS TEAM is leading with the vision: “If the majority of families use our

products, every house will be a green tree”. It will be very exciting for everyone to see Da Nang

city full of vegetables and flowers. This idea will create a pure cityscape with the orientation to

develop Da Nang into a green livable city.

Slogan: Deeply green in your mind

Mission: Bring health to our customers. Hand joyfulness to society

Vision: We will be the leading company in the field beautifying houses and our city,

bringing comfort to everyone, and a green environment to society.


INTRODUCTION


Via this business project, FB Team will devote a part of our abilities to contribute

towards Da Nang city’s evolution into a green, clean and beautiful city. Furthermore, we can

apply this model to other cities in Vietnam and abroad. Most importantly we can improve the

lives of citizens through the many benefits and values the project brings. The project is formed

with the objectives of:

Keeping the earth and air clean

Ensuring a stable sources of fresh, hygienic, safe and quality food

Improving the relationships between citizens and the environment in their own houses

Enhancing and ensuring the health of people by using available sources of vegetables in

their houses

Introducing customers to the beauty and art form of nature.

With the power to bring fresh vegetables to citizens, FB Team also hopes the project will

bring inspiration to home space via our proposed model of sticking-wall Flowers and Vegetables

that we will present below. A healthy and safe life goes with nutritious food made by your own

hands. Moreover, your tiny house will be prettier with the decorations coming from nature. Are

you ready to come to the CITY OF VEGETABLES AND FLOWERS?

With the above objectives, FB Team realizes that the standard to evaluate the success of

this project is based on two factors:

1. Net income is earned from business operations to assess the effectiveness of business.

2. The increased amount of people who use the services of our project. Including the

additional criteria: The improvements of users’ health.

Furthermore, FB Team also identifies the elements and factors that we will affect or be

influenced by in the process of executing our project.

1. Nutritional experts, biological and botanical researchers: These are the people who

consult for our project about planting and tending plants, vegetables and flowers.

S O C I A L V E N T U R E P L A N C O M P E T I T I O N 1

SOCIAL IMPACT


2. Environmental protection organizations. The effect of these organizations also

influence on people using safe, clean and fresh food.

3. Source of seeds and nutrients (Products)

4. Citizens: Helping them to access to clean sources of fresh vegetables with quality

assurance. Specifically, it will be the farmers, harnessing the project's technology will help them

improve their farming model. We will also give them more knowledge of food hygiene through

means of mass media.

5. Human resources: The Company considers humans to be the most important factors

for the construction and development of enterprise.

6. Investors: FB Team receives their capital to build and develop the project. Annually,

FB Team will report business activities and performance targets that the company has set.



I. WHO ARE OUR CUSTOMERS?

FB Team has identified the following two customer groups

1. The first group is middle income households with income from 4 million per month

per person. All people from “this household” segment like fresh, clean, safe and quality

vegetables. Yet the pressure from work, study and social relationships accounts for most of their

time and resulting in lower awareness of information about nutrients, vegetables, and flowers.

The information they receive from the media about the pollution of land near food sources,

including the presence of pests and chemicals in food; make them skeptical about the food they

eat.

Our survey indicates that a solution of eating the vegetables grown by their own hands

and enjoying the flowers decorated by themselves, with safe high quality biotechnology has most

people’s consensus

2. The second group is both Organizations and Public Places. With a design to plant

vegetables and flowers based on “Hydroponics method”, customers don’t need to use soil or

fertilizer. The project brings a unique appeal to public space, with the beautification of these

spaces through decorative patterns created by services provided by FB Team. It also includes

narrow spaces or places that are thought to be unsuitable for planting (such places include

restricted land such as bridges and streets). CITY OF VEGETABLES AND FLOWERS will

be the best choice for many decorating solutions.

II. THE ISSUES IN SEARCHING MARKET SEGMENT AND PROVIDING

PRODUCTS

a. Economic environment

With the non-stop development of society, human lives are increasingly improved.

People’s incomes have been rising recently, which, combined with the development of


MARKETING RESEARCH


knowledge and the stability of lives generate new needs proportionally. Nowadays, people want

to work and live in a clean and tidy environment with a beautiful house, improving the life style

of their families. Therefore, health is of high priority. This is absolutely a big opportunity for FB

team because citizens’ awareness of health’s importance is increasing.

b. Demographic environment

The significant speed of population growth is shrinking the living area. Enterprises,

factories, buildings and apartments “grow up” in rows encroaching on available green spaces.

The need to find a reliable and sustainable source of fresh, quality food has become an essential

problem for many people of any age. The lack of nutrients, such as fiber and vitamin C is one of

the causes of the obesity in children, weight gain in adults and gastric diseases in the elderly.

Furthermore, limited space in the home makes many interesting hobbies such as bonsai and

flower cultivation become more inconvenient. Taking advantage of the balcony, the terrace or

even the wall for growing vegetables, plants and flowers will be a unique and palatable idea for

many people.

c. Natural environment

Da Nang in particular and Vietnam more generally lie in a tropical weather zone. This

geography is advantageous for the development of trees, vegetables and flowers. However,

disasters like floods and storms have a significant impact on the plants here. Additionally, the

rate of urbanization is leading to a narrowing of productive agricultural. This, in turn, requires

agriculture activities to transfer to a specialized, sustainable and safe production method. The

application of “hydroponics method” technology by farmers, vegetables and flowers are can be

grown in large scale while limiting the risks from soil contaminants, insects, and pests.

Moreover, it will also limit the release of more toxins that waste from the industry brings. The

social impacts are also positive, bringing higher incomes, jobs for the unemployed and

addressing the current circumstance of food supply shortages - fresh vegetables and flowers

currently account for less than 10% of agricultural production). This need is further extenuated in

a society of rapid population growth.

d. Technological environment

Nowadays, Vietnam has the technology for producing safe vegetables with an advanced

technique without using soil. This technology was originally developed in America and has been

researched and developed by our scientist - in particular Dr. Ho Huu An, who is from Ha Noi



University of Agriculture. This technology is a completely new approach to sowing seeds and

growing vegetables without using the land, but instead using available objects such as plastic

shelves and foam boxes. Fertilizer is used with 10 essential multi-trace elements for the growth

of vegetables and flowers. All these elements are analyzed and verified on the basis of science.

The source of water is from wells or pure water that has been supplied fully from the time of

seeding to full growth. Drip irrigation systems have an automatic layout. The system of drip

irrigation is arranged automatically or semi-automatically dispensing liquid over time with

sufficient flow for the tree to absorbent directly without waste due to evaporation. This is

especially advantageous in drought-affected regions. This technology ensures a very high safety

level in terms of both quality and forms and is preferred.

Process 1:

Hypoco suspension rig includes a plastic

tube (basic module) with different lengths. They

are fixed to the system from high to low, in blocks

connected to automatic nutrition providing

systems, and are set in a greenhouse, terrace,

balcony, etc. Each rig may contain one or many

blocks, making it flexible to enable users to design

safe vegetables producing systems by hydroponics



methods in many different sizes, consistent with the space restrictions and the geography of the

farmland.

Process 2:

Four days after sowing, the seedlings are separated into individual plants in a soft box

that has pre-bored holes and soil in advance. They are then transplanted into a larger soft box

after the six days with the drop down water-fertilizer solution to grow. “Soil Water vegetable

soup must be made from pureed coconut powder. Before using the coconut fiber, we have to soak

it with water and lime within a week to release acidic substances. Cultivated land with coconut

helps tree to stick on the box, if planted in soil when given soil will fall into the water, trees are

not sticking.”

Advantages:

No effort to work the land

No need to irrigate

No worry about extirpating weed,

insects and other pests in the soil

Moreover, when using these techniques, crop

plants will have full nutrition of the natural

environment. Therefore, the plants will grow

rapidly and continuously without cumulative

poisons and do not pollute the environment. One big advantage of this hydroponics technique is

to allow to set farming system automatically. When using the automated system, gardeners can

manage time flexibly.

There are also growing methods: IMEC Method in Japan, Planting in greenhouse plant

cultivation based on soil, Cultivation LED - land applications in Korea and most recently in

Vietnam as well as methods gas arable farming, based on the use of microorganisms and

minerals in the air.

e. Cultural and Social Environment:

For Vietnamese, the Vegetable is an indispensable component in each meal and the

flower is one of the distinctive decorative plants in the family, as well as in many meetings. In

addition, vegetables are necessary and beneficial in each meal for the health of families in



Vietnam. They are easy to prepare and taste great to everyone from small to large. These are the

reason why vegetables are recommended for every meal in Vietnam.

However, there is a paradox. Today, with increasing awareness, consumers are fully

aware of the extent of vegetables which are not safe, and they appreciate that the production of

safe organic vegetables and will readily accept these products. However, there are two reasons

around a safe vegetable market in Vietnam which is still a big question mark for many people:

1. Don’t buy safe vegetables because of the fact that they don’t know the reliable place to

buy.

2. Don’t buy safe vegetables because they think safe vegetables do not ensure safety.

f. Political and Law Environment:

Safe vegetable models are being encouraged for development by the government,

promoting the new benefits and the suitability for society.

Ministry of Agriculture and Rural Development has proposed the VIETGAP criterion

(Vietnamese Good Agricultural Practices). This is a strict criterion and set of principles, that

provides a guide for production organizations, including harvesting and processing to ensure

safety. Because of the rigorous process this requires large capital investment but with little return

on investment. Profitability of this process is not high, so there are very few companies who dare

to boldly invest in this area.

III. COMPETITORS?

a. Potential competitors:

Potential competitors to the company are The Company specializing in interior design

and the clean vegetation company.

1. The first is Interior design Company, Consultations, Garden Home design. The

type of product characteristic of the company is the growing vegetables in mass production with

the combination of decorative housing. Therefore, the above companies are also potential

competitors; when they intend to win market share and customers by relying on decorative

housing needs.

2. A potential competitor is primarily the company mainly invested in the cultivation of

clean vegetation. With the development of vegetable-growing models, the mass production to

communities, these companies concentrate on those who have tendency in using clean



vegetation. Therefore, it is unavoidable that these companies would become our direct opponents

if expanding effectively these modern models into ones involving growing vegetation inside.

Apart from providing clean vegetations, they may broaden into other kinds of service.

The solution given by FB Team is: Supplying the numerous markets with products and

multiform services; building faith in customers to make sure their opponents have no chance to

entice faithful customers of FB Team

b. Competitors

FB Team currently has not met its competitor with products of the company's services.

With its unique, creative, highly productive and labor saving vegetable growing model; FB

Team has created a monopoly for themselves. This kind of product and service, however, is

possibly capable of being imitated in the short and long terms. Therefore, the company has

always tried to improve and diversify the technology, the products and the services in order to

make differences to meet the customers' needs. Research and development will be a major part of

the companies profile and may provide additional avenues for generating income through

patents.

c. Alternative products

According to FB Team, there is no doubt that alternative products of companies are

vegetables, bulbs or fruits, etc, which are planted and sold by farmers in markets and

supermarkets. When customers cannot use their own clean vegetables, they have to utilize

vegetables planted by others. Since the vegetable is an essential food, it obviously cannot be

replaced by other kinds of food such as meat, fish or eggs. Thus, the companies alternative

products will be vegetable, bulb and fruit, which are cultivated by another way.

That aside, instead of decorating their houses with flowers, customers may choose other

alternatives, namely modern beautiful granite, flowers and plants made of other materials, or

they can design their own houses right after it is complete without extra decoration. Companies

providing these replacements are also considered as potential opponents that we need to

consider.

In order to compete with alternative products, it is important that FB Team needs to

design a program of communication and promotion in order to convince customers that FB

Team’s products bring a lot of benefits not only for the space of your home, for your own family

but also for the city, the country and for the environment.



d. Bargaining ability of suppliers

Company's suppliers include organizations and individuals providing many kinds of

vegetable seeds, tubers, fruits, and etcetera. In addition, there are other suppliers of raw materials

to produce the products for nutritional supplements for vegetables and fruits. With these

providers, their bargaining power is not high, because the demand for planting vegetables inside

is not popular; furthermore it is rare to readily find plant seed suppliers.

e. Bargaining ability of buyers:

The demand for fresh and safe vegetables food is increasing, but planting vegetables in

the home is thanks to the support of science and technology has not been widely adopted.

Therefore, the market initially will be assuming the bargaining ability of buyers is not high. Over

time, when the potential competitors penetrate the market, the company will use marketing

strategies to attract, retain customers by the method of providing care and consulting services,

cultivation, nutrition counseling, health, and also advise on structure and decorated model home.

Customers may find the products and services that the company serves is evolving and delivering

value adding so they do not think of potential competitors of the company and do not increase

the bargaining power. The company will build a brand image synonymous with the products we

sell, creating an immediate connection between any product of this type and our company.

Our company trades in products that make life more beautiful and the environment

cleaner so that we can attract more capital from investors and financed money from banks. As a

result, we will expand the scale and diversify into more products based on capabilities and core

competencies of the company. It can be said that this is a very attractive industry for not only the

organization but also investors.

VI. CAPACITY FUTURE BUSINESS TEAM (FB TEAM)

a. Strengths

- FT Team takes the lead in creating a completely new product/service for target

customers who have the need of planting vegetables, flowers.

- FT Team employs self-developing, creative and professional staff.

- Has patent ownership of the secrets of planting, tending vegetables and flowers for high

productivity, quickly and conveniently. Improve product life, environment and social

welfare of clients.



- Keep up with customer tastes, rapid innovation, improving products and services

consistent with customer needs. Continuous innovation to create more demand for

customers and improve sales.

b. Weaknesses

- Financial capacity is limited

- Product / service is new so that there is no prestige and brand to customers, and it is easy

to imitate

c. Opportunities

- The environment gets more and more polluted. The food contains hazardously-

chemically growing substances. The demand for clean atmosphere and good food is

increasing.

- The quality of life increases. This means that the healthcare and the environment get

much more attention.

- The Vietnamese nowadays love having a small garden around their house. Therefore,

they want to have a garden that is not only beautiful and lovely but also can provide for

their food produce needs.

- The local government creates opportunities for corporations to develop the clean-

vegetables model to ensure human health and protect the environment.

- Developed technology supports the development of the kind of company products and

services.

d. Challenges

- Vietnamese culture highly appreciates traditional values, so in order to change

Vietnamese’s thought in planting vegetables, flowers by a new model is very challenging.

- The government closely regulates the policy of strict standards of clean vegetables to

ensure circulation of vegetable food consumption on the market.

- The price for applying to this service so high, thus market entry costs would make it

difficult for FB Team.

- The competitors may enter the industry at any time because of the fact that it is not

too difficult to enter.



SWOT

CITY OF VEGETABLES &

FLOWERS

Strengths: (S)

S1: The leading company

S2: Superior technology

S3: Environmental friendly products

S4: Create more needs, strong consultation

S5: Proactive and creative staff

Weaknesses (W)

W1: Easy to be faked

W2: Small initial size, low capital

Opportunities: (O)

O1: Clean environment and fresh food is

increasing

O2: Science and technology developed

O3: Supporting from government

O4: Increased knowledge, relaxing needs after

stressful working time

Combine S/O:

- S1,S2,S4,S5/O1: Explore the market as

much as possible, meet demands better

- S5/O2: Applying products developing

science

- S5,S3/O3: Develop needs of organizations

and support from authority

Combine W/O:

- W1/O2: Improve tech and quality of

products

- W2/O2: Invest for advertisement and

distribution.

- W1/O1,O4: Promote building customers’

faith

Threats: (T)

T1: Strict quality criteria

T2: Not high barrior

T3: Unchanged traditional thought

T4: High service cost

Combine S/T:

- S1,S5 /T2: Maintaning and expand the

current market

- S2,S5/T1: Creativitives, apply high

technology to increase the quality of products

- S4,S5/T3: Consultating clearly, increasing

the quality of products, good communication

to change the traditional thought

- S2,S3,S5/T4: Make differences, increase the

value of the quality of products and services

compared with competitors

Combine W/T:

- W1/T1,T2: Apply technology, create the

difference and enhance the quality of

products and services to satisfy needs

- W2/T4: Angle for the investment of

sponsors, companies. Lobby for local

government’s support



I. METHODS TO ORGANIZE AND DEVELOP THE IDEAS

a. Deployment:

1. Company:

- Type of company: Limited liability companies “CITY OF VEGETABLES &

FLOWERS”

- Activities: Providing vegetable products, providing advice and assistance instruments as

well as how to proceed by the method of hydroponic vegetables. There is also support for

decorative flowers, vegetables in home-based rigs, wall hanging and other setups.

- Types of business: Manufacturing and service supply. Manufacturing products including

vegetables, flowers and hydroponic solutions and tools related to the cultivation of aquatic

plants. Providing installation services, counseling centers on the cultivation of vegetables,

flowers hydroponics.

- Location of company: Hai Chau district - the city of Da Nang.

2. Product:

Vegetables are grown by using hydroponic methods: The plant according to the

hydroponics method need raw materials and equipment specified.

Our attach products is the fluid and things necessary for this method of growing

vegetables such as vegetable box (Styrofoam boxes, plastic box, boxes innox ... ); seeds and

saplings of vegetables ...

Although the tools and materials are can be researched, we want to provide the most

uniform, consolidated, and most convenient acquisition avenue for customers. On the other hand,

notion of “using hydroponic methods” is still new and supply low. Buying the tools and suitable

materials is difficult.

On plant: we provide seeds, seedlings are usually used. That is the kind of reform,

spinach, vegetable jute, cell frequency, spinach, lettuce, cabbage, pumpkin, squash, tomatoes,

PRODUTION AND DISTRIBUTION



eggplant, watermelon, cucumber, melon, beans maize, cowpea, melon, melon, pepper ...

cinnamon, cilantro, marjoram, onion plus many more. In addition, there are the new varieties of

Ministry of Agriculture research and license.

On the solution of hydroponics:

solution used is a mix between water

and nutrients (N, NH4+, P, K, Na, Ca,

etc. ...), and anti-microbial agents. The

nutrients have been packaged raw, are

available from our source in Ho Chi

Minh City (VINAXA Company)

Vegetables are grown by using

hydroponics method. This product has

two purposes:

1. Supply to the supermarkets (Big

C, Co.op Mart) as an ambassador of

new vegetable technologies. This is

both to generate turnover and generate

brand awareness.

2. For the customer who is interested

and wants to learn and embark on

growing vegetables by this method,

there are products for illustration

purposes, helping consumers compare

the vegetables grown by the method hydroponic vegetables are grown by the conventional

method.

However, FB Team has an extremely diverse variety of seeds. The process of growing

vegetables is presented at “Marketing Research”.

3. Services:

In addition to providing product and the enclosed instructions, FB Team also provides

services such as installation package system by the method of growing hydroponic gardening on

a large scale, consultants and hydroponic vegetables and seafood inspection system. Detailed:



+ Install planting vegetable package (seeds, pots, rig, the nutrient solution ... with diverse

styles) conform to the topography and housing area at the request of customers.

+ Provide drip water systems, water saving, non-electric system.

+ Repair and upgrade the system after the system went into operation for a long time. At

the same time replace the seed, the solution……

+ Advice and instruct customers how to plant and care for vegetables and flowers by

using hydroponic methods.

+ Consult, design, and decorate trellises, flowerpot, in the unique design but saving

space, (based on customer’s hobby). It also provides fresh air, natural beauty and cool for your

house.

b. Core competencies of FB Team

First, CREATIVE. Human resources with FB Team understand this. Products and

services created by FB Team is relatively new, safe, simple and convenient. Growing vegetables

and flowers under hydroponic methods are not popular in Vietnam in general and Danang in

particular, FB Team will be the only address in the first phase implementation (the latter is

likely to have enemies). With FB Team, Creativity help lead the industry in a relatively new

field. FB Team pioneer in bringing benefits to customers and society with products and services

meet the needs of users and makes the environment green. Leading in the formation of a rich

natural house, energy saving and environmental protection.

FB Team provides many types of seeds of many vegetables including genetically

modified vegetables, purchases from safe sources. This is one of the tangible differences from

FB Team with others. Furthermore, FB Team is always exploring and innovating in order to



diversify the boxes to grow vegetables to suit interests and housing architecture according to

customer orders. These products are provided by FB Team and linked to a reliable address.

All opinions and creative to be effective from the staff of FB Team, FB Team will support and

encouragement by reward and recognition.

Secondly, dedicated service and reputation with customers. FB Team always take the

following criteria: "Bring health to the client, to bring happiness back to society" as the guideline

for development activities of the organization. All employees, experts, consultants etcetera in

CITY OF VEGETABLES & FLOWERS are committed to their work, for the best, healthiest,

safest, and best quality so as to satisfy customer needs, while protecting client health.

With two core values, FB Team perceived range of great value and creativity to make

new products, to meet increasing demand and stakes of customers from the segment. Quality

product served comes with the prestige of our brand, the new center makes the FB Team image

imprinted in the minds of customers, making them remember, and use the products and services

regularly when it has proven the value that you receive. Secondly this value would be difficult to

imitate for the rival company, and more rare in the current economic environment. Trust is built

from the smallest things. It is the irreplaceable value of FB Team.

c. The stage development:

Activities Describe Time

1. Planning activities Market research Complete draft business plan details Business license application, the

investment activities of the Department

2 month

2. Finding the donors to stable

capital

The investment companies, researchers, experts Plant Biology, the supply of seeds, plants and related items

2 month

3. Construction and decoration Develop the necessary works Installation of plant systems standards,

technology, investment in equipment needed for the project

8 month

4. Recruitment personnel Recruit workers With the help of researchers

1 month

5. Inspection and testing

activities

Check the pre-production sample. Fix the problems involved in the

production process, service2 month



6. Advertise and find customers The program introduces projects,

presentations to meetings of environmental organizations, and guests ...

2 month

7. Opening The program introduces projects,

presentations to meetings of environmental organizations, and guests ...

1 month

8. Put into operation The program as planned Improve and upgrade products. services

and offering new gadgets ...

Stage start: Build brand (starting with Hải Châu district)

Stage amount development: Development brand

Stage development: Building more branches in Đà Nẵng

Stage extended: Consolidation in Đà Nẵng and development to neighboring provinces

d. Production Process:

FB Team will proceed to purchase the product inputs such as seeds, plants, frames,

plastic boxes, etcetera, including the consultation for nutrients from biological researchers. Since

then FB Team staff will be based on the needs of customers that offers products and services of

CITY OF VEGETABLES & FLOWERS.

Consultation on housing space of the customer

Provide design template or model for customer prototyping (vegetables / United) before

planting.

Flowers: Consulting, United has provided available / Planting seeds depending on the

needs of customers. Conducted based on the decorative frame, price or interest against

the wall, boxes, plastic decorations at the request of customers. (together with

instructions for use, care flowers)

Vegetables: Consulting, providing vegetable seeds and plants for customers on demand.

To guide them planting and care. At the same frame decoration design, mold, or

depending on the spatial layout of the customer

Furthermore, FB Team also associated with the supplier of decorative items such as

frames, plastic decorations, to create unique decorative style, novelty. Eg design of the

iron rod, bent, welded into the frame depending on the size, the wall system.



Materials: seed ... FB Team will purchase at prestigious centers to ensure good,

beautiful seed and sensible price.

Items and tools: The details of trellises, frame, plastic ... FB Team will link with the

producing facilities, along with other designers, based on customer's needs, to design

Researchers: Guide customers how to plant, care for trees (whether through the

application of technology in research laboratories Clay) The consultants will design,

decorate basing on the requirement of the customers

Nutrients (for soil) (with using hydroponics technique presented).

FB Team uses 2 ways of cultivation. With soil (organic) combining the nutrition caring

and full nutrients (solution)

With soil:

Organic soil containing Multi system had been treated by Biotechnology, suitable for the

climate in Vietnam, to be grown in trays, pots, troughs, and tanks. The main gradient of Multi

system is organic substrates from coir dust, earthworm excrement, seaweed, useful flora, and

fermented oil cake. This is the long term source of organic, friendly to environment, without

toxic and harmful micro-organisms, absolutely having none ground, no chemical fertilizers &

pesticide.

Multi system has 11 private products, are blended differently to create the nutrient

balance for many crops, and continuous combination between products. Multi is used many time,

might be over 3 years, each time growing vegetables has just added some earthworm excrement

without alternating the Multi substation. The first stage, FB Team will buy the land of company

Nguyên Nông - GINO Co, Ltd (HCM city) with price 3000vnd per kilogram and then, FB Team

will purchase the materials and learn the land producing process, FB Team will product soil

Supply of materials

Provides nutrients

Provides seedlings, seeds

Coordinate with vendors

decorations. Decorative design

consultants as required

Planting, carried out the frame

assembly, plastic containers for

customers. Care instructions

Evaluation and quality control.

Upgrade consulting services

and customer

Consultant from research and

design. Improving the quality

of products and services

Customer Care. At the same

time, guiding customers to

improve crop model



themselves. The characteristics of this land are having high level of nutrients with small land

mass & time to ensure the nutrients for the trees is long enough.

With full nutrients solution:

The components, manufactured by D. R. Hoagland in California University, are made up

with available compounds & provide the necessary nutrients and micronutrient for the growth of

plant

In 100 liters of solution, having: KH2PO4 (14 gr)

KNO3 (56gr) CaNO3 (85gr) MgSO4 43gr). These

things must be dissolved and separated in warm

water and then, added to the solution. The fertilizer: Nitrate Kali, Nitrate Canxi and MPK

(KH2PO4) can be used to replace some pure inorganic salts because of being cheaper. The

micronutrients have had just a very small amount of. The nutrients solution must be changed

every 2 weeks when the tree is small and every week when it begins to grow rapidly; adding

water every day to keep the amount of the solution is also necessary.



Way of proceeding: FB Team has just offered a simple way of this project:

Firstly, choosing a nutrient solution tank. Foam, wooden or plastic box. Putting a sheet of

black plastic surrounding the box to avoid leak aging and reduce the light. The depth of this box

is about 25-30 cm to provide enough solution as well as the space above the solution to let the

tree absorb Oxygen. On the cap of foam box, drilling many holes with suitable size to plastic

muzzle. The number of holes is depended on kinds of plant & there should be more a hole

enough to create the ventilation. The seedlings are planted in plastic muzzle containing old

coconut powder or husk ash or the mixture of two things which are disinfected. Plastic muzzle

must be perforated or having ventilation to let the roots crash out and suck the nutrients. Placing

a small net in the pot is necessary to prevent the materials in muzzle from falling into the

solution. Seeds can be planted directly into muzzle.

Pouring the solution to 1/3 barrel, tree pots are placed above, only 2 cm perinea is placed

submergely in the nutrient solution. These boxes can be placed in the greenhouse or in a opened

space which is away from rain or in house. Roots expose to air, they absorb Oxygen for tree, the

best way is let 2/3 roots expose to air and the other part exposes to nutrient solution.

During the planting process, the quality of solution in tank might be reduced, the ion

concentration can be increased to do harm to the growth of tree. If having this situation, we need

to change solution

In addition, FB Team also applies some PVC pipes (presented in the Environment

Technology - using hydroponics technique)

II. MARKETING STRATEGY

a. Product:

CITY OF VEGETABLES & FLOWERS is a company specialized in providing

services and products for the objective needs of customers to clean vegetables / flowers to ensure

the health and long-term benefits for cleaning products vegetables / flowers. Furthermore, FB

Team also provides home decorating services in the form of vegetables and flowers in a model

designed in accordance with the house architecture. The FB Team offers services including:

Installation services systems of

Vegetables grown in the house:

Currently, land is a scarce resource for

families. The inhabitants are mainly in



buildings or apartment where space is limited. It is unable to carry out cultivation in home

gardens. Therefore, FB Team offer installation services systems of vegetables in the house. With

the vary architecture of the houses, depending on the area, aesthetics, and preferences of the host,

we will carry out installation systems of vegetables on floors, walls or stairs, so home owners

can find the most convenient in the care and harvesting vegetables at home.

Services decorate houses with models of vegetables / flowers:

For model of Vegetables / Flowers FB Team provides not only meeting needs of grow

the vegetables but also getting clean vegetables which are safety food to health, it aims to FB

Team Client objects that wish to decorate house of models Vegetables / Flowers unique,

creative, new to house. FB Team also is constantly diversifying framework, design, and plastic

pots, so customers can have more choice to decorate your space.

Services bundled:

+ Counseling and guidance to plant and harvest vegetables/flowers:

For households to be installed in the system of growing vegetables, they can be consulted

the self-learn vegetables to care for and harvest. However, for those with limited knowledge in

this field or they do not have much time and effort to care for them, FB Team will provide care,

nurture and harvest services for the customer.

This service provides plant varieties suitable for growing indoors in temperature,

humidity, hobbies, and health and care conditions of households. From there, customers will

choose the vegetables they want to grow indoors, after a period of care, FB Team will monitor

the progress of plant development to ensure quality of service. When the trees reach maturity and

ensure nutrition, FB Team will guide customers to harvest. Then, the household will apply the

guidelines of the company to make at home yourself.

+ Provide seeds, nutrients, equipments for planting vegetables:

This is a bundled service, if the customer demands for FB Team. FB Team provides an

easy way to grow vegetables, consistent with natural climate conditions in Vietnam to ease the

transition and development of the model of vegetables/flowers indoors. In addition, FB Team

provides the plant nutrients for rapid growth while ensuring full requirements on food safety and

provides adequate nutrients for the Customer. With the specialized vegetable equipment and ease

of use, FB Team will provide to Customer all skills required for them to best care in the home

vegetable garden.



Service package:

With each service above, depending on the requirements and needs of customers, FB

Team will provide maximum satisfaction and make the customers pleased. Moreover, if

customers demand for the whole services of FB Team, FB Team will provide full service with

preferential price and free consulting services for clients.

Unlike providing ornamental plants or providing clean vegetables in the supermarkets,

the products and services of FB Team not only help customers relax at home by taking care of

plants (vegetables and flowers) after a hard working day but also create clean fresh vegetables to

eat and improve the aesthetics of their house. This is an integration of many things in one which

brings a lot of benefits for customers.

b. Price:

The products of FB Team are new on the market but they will become essential over

time. Therefore, FB Team selects the market entry price strategy. Firstly, FB Team will set the

low price based on cost and value brought to clients.

With the different needs of each customer, FB Team will charge based on the cost of

seed, nutrients, caring equipments and harvesting combined with value-added services such as

counseling to bring attention care, plant selection and suitable models for the characteristics of

each customer. FB Team will make a price based on customer’s satisfaction for the Team, which

can make our products necessary for themselves. After that, the team will raise the price to bring

service value to these customers.

Price = fixed costs + variable costs + added value services

c. Place:

FB Team selected two types of distribution channel, direct and indirect channels.

Distribution directly from FB Team to the final customer is the household demand for

services. FB Team will directly offer products and services to customers when they contact.

From there they will get the best products from the company with the lowest cost by not having

to share costs through intermediaries.

Distribution FB Team second channel selection is mediated indirectly through the

markets and supermarkets in the area of Danang City as the major supermarket Metro, Big C,

CoopMart and the big markets such as Han Market, Con Market and wholesale markets. Here,

the FB Team will distribute the amount of vegetables grown by hydroponic methods to ensure



safety and hygiene, nutrition. However, the intermediate price will be higher than for those

grown at home per kilogram.

d. Promotion:

Because the newly formed FB Team so that restrictions on capital so we use only those

modes of communication less costly, such as word of mouth, Internet, Poster, Newspaper and

Magazine ...

Word of mouth form FB Team from major advantage of our Clients who use the

services and have service satisfaction, they will share positive stories of the company to friends

and relatives to ensure their loved one's health.

For this form of communication we will use the Internet, using reputable sites providing

information about food safety, consumer health care to those who know they can come through

that. We use the company's website: www.cityofvegetables.com to provide the most useful

information about the products and services of company. The specific advice on plant varieties,

care, harvesting, product model suitability for all residential architecture of the Customers, will

be available online.

FB Team also utilizes social media sites such as Facebook and Twitter, to promote the

public image and be a way to spread widely and rapidly to potential customers.

In addition, FB Team will hold a Poster Banner in strategic locations where potential

customers may see it, such as pasting posters in supermarkets, on groceries or other stores which

are regular visited by women that enjoy the assurance of food safety for the family. They will

lead to contact regarding the products / services of the company.

FB Communication Team also conducted on the Magazine, Television Channel

Customer fascinating subject is the pages of women and families. Since then the image of FB

Team will spread and will impress in the minds of potential customers, they use the products /

services of FB Team is just a matter of time.

By doing so, FB Team does not want to stop at the customer who is the Household but

also to expand and develop, apply to the Agency, the Organization ... The park, amusement park,

where there is limited space but a need to improve aesthetics, and improve the marketability of

their environment.

.



Human resource’s structure of FB Team consists of three departments: Finance, Research

and Sales.

- Manager: general operating and making strategic decisions

- Sales Department: consists of 1 people who are responsible for communicating and PR

for CITY OF VEGETABLES & FLOWERS, market researching and investigating, making

plans based on company’s production capability, transacting business with providers and

potential customers, implementing business contracts and purchasing production materials.

- Finance Department: consists of 1 people who are responsible for price-cost planning

which is suitable for customers in different market segments, financial reporting and currency

transaction reporting…

- Research Department: consists of 2 people who are responsible for caring, fostering

and shaping products as designed and instructing customers how to take care of the products,

design consulting for customers’ houses to meet their aesthetics needs.

- Employees: Including 3 people specialize in assembling and finishing products and

moving them to the final stage for the customers.

After entering the stable operation and finding out the clear market segment, FB Team

will recruit staff more and expand the scale of production.

HUMAN RESOURCE PLAN

FINANCE DEPARTMENT

RESEARCH DEPARTMENT

MANAGER

SALES DEPARTMENT

STAFF



II. HUMAN RESOURCE MANAGEMENT STRATEGY

a. Training

Regarding personnel as the most important factor, there are always policies to attract the

talented people, because FB Team tries to build a strong brand based on the quality of service.

Therefore, FB Team always has policies for training staff to construct an organization where

customers are respected. This place also has an ability to work quickly and professionally and to

service customers in the best way.

b. Salaries and Insurance Policies

Employee’s salary will grow at a rate of 10% per annum in the first 4 years (Means that

the salary of the next year will be the multiplication of the decimal “1.1” and this year’s salary).

This salary come along with the guarantee of labor insurance, health insurance and the other

preferential policies of FB Team.

In particular, the director and the management staff will receive their income from the

profit of the company without a fixed salary.

Unit: 1.000.000VND

Department Quantity Salary per month Total

Business 1

3.2 / month

3.2

Finance 1 3.2

R&D 2 6.4

Employee 3 2.7 / month 8.1

Total 7 20.9



As shown below in a four year financial projection summary and a monthly financial

summary.

Exchange Rate: USD/VND = 20.823

( This is inter-bank average exchange rate updated 25/5/20112 )

FINANCE



ServiceYear 1 Year 2 Year 3 Year 4

Average Price Contract Income Average

Price Contract Income Average Price Contract Income Average

Price Contract Income

Vegetable & Flowers System 112 2,016 75,264 134 2,419 99,186 147 3,145 141,533 162 4,246 210,422

V&F Installing 72 2,016 145,152 79 2,419 99,186 87 3,145 273,615 96 4,246 407,616

V&F Upgrading and Fixing 40 1,344 53,760 44 1,613 70,972 48 2,097 100,656 53 2,831 150,043

V&F Consulting 10 2,688 26,880 11 3,226 35,486 12 4,194 50,328 13 5,662 73,606

Total 2,016 75,264 2,419 99,186 3,145 141,533 4,246 210,422

Our project is including three main products , namely V&F Installing, V&F Upgrading and Fixing, V&F Consulting. .

Finance Statement



Y1 Y2 Y3 Y4Revenue

Gross sales $75,264 $99,186 $141,533 $210,422Less: Sales returns & rebates 0 0 0 0Net Sales $75,264 $99,186 $141,533 $210,422

Cost of Goods Sold $48,922 $64,471 $91,996 $136,774Gross Profit (Loss) $26,342 $34,715 $49,537 $73,,648

Expenses

Operations Office rent & utilitiesMachine & Equipments

$2,5007,500

$2,625500

$2,756500

$2,894500

Internet connection & hosting 250 250 250 250Telephone service 580 600 650 650Salaries & wages 12,000 12,000 18,000 18,000Office equipments - purchase 2,500 500 500 500Vehicle expenses 500 525 551 579Other: 100 110 121 133Total Operations $25,930 $17,110 $23,328 $23,506

Sales & Marketing Professional services $0 $0 $0 $0Advertising 2,000 2,200 2,420 2,662Customer Relation 500 750 1,000 1,250Sales commissions $263 $347 $495 $736Other: 0 0 0 0Total Sales & Marketing $2,763 $3,297 $3,915 $4,648Depreciation 2,250 2,250 2,250 2,250

Finance Interest $600 $600 $600 $600Total Finance $600 $600 $600 $600

Total Expenses $31,543 $23,257 $30,093 $31,004

Net income before taxes -$5,201 $11,458 $19,443 $42,644

Tax Expenses $0 $2,865 $4,861 $10,661Net Income After taxes -$5,201 $8,594 $14,582 $31,983



Cash Inflows Income From Business $75,264 $99,186 $141,533 $210,422Total Cash Inflows $75,264 $99,186 $141,533 $210,422

Cash Outflows

Direct CostCost of Goods Sold $48,922 $64,471 $91,996 $136,774

Indirect Cost $31,543 $23,257 $30,093 $31,004Total Cash Outflows $80,465 $84,728 $122,089 $167,778

Cash flow -$5,201 $11,458 $19,443 $42,644 Tax(25%) $0 $2,865 $4,861 $10,661Net cash flow -$5,201 $8,594 $14,582 $31,983

We’re planning to invest $ 32,000 into the plan. Our structure is including two parts.

Owner’s investment is about 60% capital, the rest of 40% is loans from bank

Initial capital is using for establishing a company, renting office, advertising on websites,

contacting travel agents….. At the beginning, main human resources are members of this project

and starting hiring employees in the following years when our business is more stable.

Our revenue streams include three main services. We intend to get a number of customers

like sheet 1 and expect to grow with an increased rate annually.

Our expenses include three parts which are operation, sales & marketing and finance. The

operating expenses still need some contingency funds.

With initial capital, we’re planning to operate in 2 years. If our business are still not

profitable in the second year, we would restrict our activities and have to liquidated at a loss.



The project was created on the basis of the FB Team’s own subjectivity, and so expected

performance may not come to fruition. The likelihood of changes that make our implementation

not meet our expectations requires objective analysis. The possible risks affecting the

deployment of our plan include:

The incapacity of mobilizing the initial capital investment: This is the problem for many

enterprises to star their business. With the experience that FB Team has learned from

many other projects, we will lobby to have the donors for our project. We realize that this

project has high possibility of the implementation, so there can be have many investors

being interested in our plan. In the event that we lack initial investment, we will mobilize

the capital from our relatives and friends to start our plan.

Act of God: Plant products depend much on natural conditions, especially the weather.

The Central Region and Da Nang city specifically are often affected by flooding, storms

and droughts. These natural events have a major influence on the preservation of plants,

irrigation and seeds. The supply of plants has risks, especially the changes in demand.

For the lodge, the company will build the greenhouse, shelter, permanent warehouse and

design the products which are easily removable when it rain or has storms

The risk of product: Customers will be afraid that when they buy a product that it may

fail. Then their plant will die for uncontrolled reasons. So who will be responsible for

that? The company’s fault or their own omission. They are worried about losing money

without getting the desired product.

For the products that are completely assembled, we will replace and bear all costs for

customers if the plants are withered. Besides, we will have the employees who are

responsible for instructing how to take care of different kinds of plants and flowers, so

customers can be assured when using our product.

RISK ANALYSIS

S O C I A L V E N T U R E P L A N C O M P E T I T I O N


The risk of imitation: The need for this type of service is very high with potential to

increase rapidly in the future. This is the risk that FB Team can foresee. Taking part in

the Social Venture Plan Competition will help us to receive a legal basis, rules and

procedures. Via these things we will ask experienced experts in business field to register

copyright. Since then we will put their project in practice as soon as possible.

Furthermore, we will plan to build a strong brand imprinted on customers’ mind with

good service and high quality of FB Team’s products. Then FB Team will have more

advantages than other competitors in this branch, especially when we are the first unit

who explore the new market.

The latent risk: The risk which comes up suddenly relates to unexpected expenditures.

Through hedge funds along with the young, dynamic and creative workforce, FB Team

hopes that we will lighten the pressure, the financial burden of CITYOF

VEGETABLES AND FLOWERS against the difficult situation and turbulent economic

outlook.



Everybody is always looking for the good things, but a few realize that everything around

them has potential beauty. From the idea of the project “CITY OF VEGETABLES &

FLOWERS”, FB Team believes it will make everything good, it’s not something that is alien to

us, it just makes our quality of life improve. Everyone wants to have their own garden, they want

to have super clean vegetables in their family’s meal. They want the city – where they live – to

be beautiful, cool and clean. Therefore, everyone will choose an easy way to achieve this.

The chances of success: FB Team believes that “CITY OF VEGETABLES &

FLOWERS” will make a contribution in protecting the city's environment, landscape, and also

bring improved health, and improved view in your house. The project suggests a new public

trend: “Responding to fresh vegetables, natural beauty can single handedly take care and enjoy

the fruits”. The project will be the ideal model for the other cities to apply, especially in

industrial cities and urban centers. Soon, “CITY OF VEGETABLES & FLOWERS” will be

spread out, with the gorgeous scene and fresh air, to make Vietnam be country worth living in.

The expectation: “CITY OF VEGETABLES & FLOWERS” promises to improve air

quality and promote the beauty of nature in the customer's house as their duty; hence a better city

landscape will be made. Furthermore, the project also joins hands to change the people's

awareness in living in and with environment. It also supports Da Nang in tourism. Last but not

least, it provides the good health and happiness to the customers and society more generally.

CONCLUSION


city of vegetables & flowers e.9

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