Download - Gardens to Grow Final Update SCORE
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Gardens To Grow !
Regenerative Solutions in Action:A Business Venture
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Gardening is coming back into style
I. Executive Summary:
For most people, home is where their day begins and ends, it is where they relax and
enjoy company, it is where they raise their family and it is where the majority of their
food is eaten. At Gardens to Grow (GTG) we wholly embrace the concept of locallygrown food because it is sustainable and cost effective. GTG wants to provide a valuable,
essential service to individuals, a
service that creates edible gardens in
peoples backyards. People will see
that gardening is a cost effective,
convenient, and responsible method to
living lightly on the planet, as well as abeneficial asset to their health.
Since the 1960s the population growth of the Phoenix metropolitan area has increased
over 500%. In this era, the suburban home market went through an incredible boom;
many of the homes designed were single family units with sizable front and backyards.
Most of these yards have never produced even an ounce of food for their occupants. Yet,
standards have changed since the 1960s and now more than ever, the local food
movement is gaining ground. EatFreshAz is already one such group in the valley whose
stated purpose is, connecting local, fresh food and its producers with consumers. Those
consumers range from the average Arizonan looking for the freshest food they can find,
to full-blown localvores who eat almost exclusively within a certain radius of where
they live (usually 100 miles). Not all local food movements are small either. Annually,
the Whole Foods Natural and Organic Grocery store chain purchases 10% of its produce
from local farmers in Arizona. On a national scale, the local food movement has
infiltrated to even the highest level of American governance. As recent as March 20th
, thefirst organic garden since Eleanor Roosevelt was installed on the Whitehouse south lawn.
This organic garden will provide local food for the first familys meals and formal
dinners. Most notably however, is the 25 to 30 percent increase in vegetable seed and
plant sales during this spring compared with last, reported by W. Atlee Burpee & Co., the
largest seed and gardening supply store in the country.
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Do you know that Local is the new Organic? -Tim Hartford, Forbes.com
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ervices
Gardens to Go believes the time is
ripe, people are waking up to the
benefits of local goods and s
and will soon realize that the
addition of an edible garden is a
productive and healthy asset. We
will be providing our customers
with ways to supplement their
grocery purchases with food grown
at home. Clients will be afforded
the opportunity to share their garden produce with friends, family, and neighbors. And
while we believe the residential demand is obvious, were also considering the
emergence of boutique style restaurants that recognize the value of freshly grown, freshly
picked herbs and vegetables directly from their own garden. Restaurants with an ability togrow fresh herbs and vegetables will enhance their marketability; they will have gained
the benefits of telling their customers they have the freshest of foods. In a time when the
simple act of a garden being installed on the Whitehouse lawn receives national media
coverage, it is a good indicator that change is under way.
II. General Company Description:
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Venture Structure
This venture will be organized as a legal entity in the state of Arizona, utilizing a limited
liability corporation structure (LLC). The LLC model was chosen as the best fit for a
business of this nature because it serves to protect against some of the liabilities of being
in business and at the same time receives some of the tax benefits of other more elaborate
business registrations like an incorporation or partnership. Initially the LLC will have
three members to ensure longevity and continuation. Ryan J. Furcini, will be the primary
member and chief operations officer.
General Nature and Scope of the Work
The initial market offering will be in the east valley of the phoenix metropolitan area.
GTG will be offering direct marketing, sales, and installation of edible gardens to
homeowners and commercial businesses. GTG products and services will include
standardized garden packages to be installed on customers premises. The most basic
standard kit offers a, 10 by 10 square plot of garden space, which includes: soil
preparation and enrichment, garden bed formation, watering system installation, an
assortment of 45 starter organic plants, 5 packets of organic seed and 2 oz of native desert
cover crop. The standard kit will be available for upgrades for an additional cost. The
initial upgrade features would include: perimeter borders, fencing, advanced wateringsystems, shade structures, fruit tree planting, growing trellises, additional soil
amendments, routine garden maintenance, and custom sized gardens and configurations.
Team Management
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Ryan Furcini, Team Leader
The lead team member Ryan Furcini has established roots in the Permaculture
movement, which is a set of design philosophies oriented towards creating sustainable
human habitat in the model of nature. He has over a year of staff and intern experience on
two different permaculture institutes, and has co-taught a Permaculture Design Certificate
(PDC) course in Washington State. Ryan is currently attending ASU majoring in
Environmental Engineering with aspirations to one day be a full time sustainable designer
and consultant for both individuals and businesses who want to reduce their
environmental impact.
James Furcini, Team Member
James Furcini is a seasoned veteran of the construction industry in Phoenix, and has beena self-employed business owner since graduating from ASU with a construction
engineering degree in 1974. He has also owned a number of other businesses in varying
fields and brings a depth of experience in business organization, operation, and
management. His technical understanding of both construction and engineering products
and processes utilized therein, will serve invaluable mentoring to this venture.
Lauren Furcini, Team Member
Lauren Furcini is a graduate from the W.P Carey School of Business with an emphasis in
Marketing from ASU. Since graduation in 2006, Lauren has procured a successful career
in the real estate industry locally in Phoenix. Selling over 10 million dollars in real estate
during a downturned market she has used her business degree to advertise and sell luxury
properties. Laurens role at Gardens to Grow will be to assist in marketing the venture
and the financial bookkeeping responsibilities.
James Neal, Team Mentor; Commercial Agricultural Consultant andArizona Gardener of 15 years; Founder of the Mill Avenue Farmers Market
Brent Davis, Team Mentor, Owner; Living Light Natural Produce
Kellen Bradley, Team Mentor, Owner; Desert Solar
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The following list describes the major milestones required to fully develop
Gardens To Grow into a profitable Company.
1. Complete market research for edible garden company
a. Understanding and defining the sustainable (locally resourced)
movement in Phoenix Metro Area
b. Identify the products and services that cater to the movement
2. Design garden prototypes
a. Size offerings, plant offerings, soil offerings
b. Garden perimeter options, irrigation options
3. Produce garden prototype and record progress
a. Evolve design of garden according to observations
b. Continue to experiment for locality issues
4. Submit proposal to The Dream Test Competition5. Obtain funding
6. Establish legal entity: Gardens to Grow LLC
7. Confirm established relationships with vendors
a. Mulch and compost resource
b. Local and organic plant and seed resource
c. Construction materials resource
d.
Trade labor resource8. Begin marketing campaign
a. Target markets
b. Establish budgets
c. Create website
d. Create instruction manual
9. Consultation, sales, and installation begins
a. RJF to field all calls and request for service
b. Initially, RJF to install and oversee all work
c. Client base is established with monthly follow-up
10. Successful establishment of business 1 year
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III. Products and Services
Gardens to Grow is designed to be a personable company. We believe, like a persons
home, a garden is just as individual in scope, size, and amenity. That is why for each new
client, a cost projection sheet will be used to identify the desired garden arrangement (see
appendix). The premise of the cost projection sheet is simplicity, structured to help the
client maximize the decision making process. The first item the client will encounter
within the cost projection sheet is an outline of the materials and cost for the standard kit.
The standard kit is the minimum expense that the client can spend. Having the client start
from this baseline price helps the client take advantage of the upgrades offered.
The upgrade list will be organized into a hardscape and softscape category. The
hardscape category will list upgrades that contain all construction materials and manmade
products, whereas the softscape category will list all upgrades corresponding to the
natural products. Next, the plant list will be organized by season. The client may thenassemble the plant list under the guidance of GTG. As an option, the clients may also
want to choose there garden by taste. GTG is considering the possibility of offering a
menu of meal themed plant groupings for people who may not know what they want to
grow . For example, in the fall season, there could be an Italian grouping of plants for
people who like that tradition of cooking: basil, bulb fennel, garlic, onion, tomato, potato,
squash, and eggplant. People not knowing what they want to grow may also not know
how to grow. This is why during each garden implementation GTG will provide a quick
one-on-one garden training session, as well as, a handy instruction manual that presents
the basics of garden maintenance. If that still is not enough, GTG will have posted on its
website troubleshooting techniques, referrals to books (which will be sold on the
website), and return garden maintenance with instruction sessions at an affordable cost.
The concept of return service, however, is to continue to teach and advance the clienteles
skills as a gardener so that they can learn to be completely proficient on their own. It
must also be noted, that continual return service will be offered to any client for an
infinite amount of time. GTG believes that this extensive amount of garden support and
service is most certainly a key for entry into the market, and will be a main selling point
to all customers, in addition to protecting GTG from loss. For example Gardens to Grow
will guarantee the hardscaping (i.e. walkways, perimeters, etc.) for a certain amount of
time, but for the live materials, depending on what it is, we cannot not offer any
compensation if it dies.
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IV. Market Strategy
The market structure will be direct sales to homeowners and business owners of all
demographics. Fortunately, this business has a great capacity for price flexibility ranging
from lower income bracket, to high priced niche market luxury homeowners and private
businesses. Research shows that a family of four including two children between the
ages of six and eleven already spend an average of $156 per week at the grocery store.
That is why GTG believes that, age, gender, social class, nor income level, should be too
adverse a price for a $500 garden, especially considering the long term savings from
growing ones own food.
The main challenge of the market strategy will be the market awareness of our product
and one-on-one sales. We are confident of the need and desire of our product and
services, due to the fact that there is no existing industry like this yet in Arizona. Initiallycompetition would be low for creating edible gardens, but there could be an opportunity
for landscaping companies to adapt to this model given the very low overhead of
creating this business and the pre-existing clientele that landscaping companies possess.
This is why it essential for creating market awareness for this company as the originator,
the brand name for edible gardens. However, gaining an audience will take some time
and some heavy marketing efforts, along with a solid market investment. In an effort to
expedite this market awareness, our focus will include: Participating in, and maintaining
a presence in like-minded events that occur around the valley (Farmers Markets, Street
Fairs, School Events, Gardening Guilds, etc). We will target specific communities and
neighborhoods in the valley with direct mailers and advertising, promoting our product
and services.
Efforts to get onto local gardening radio and television shows are also being considered,
in addition to the Arizona State University (ASU) college radio. Since Ryan is a student
at ASU, he could possibly acquire airtime to have an hour a week Permaculture or
gardening show, which has great potential as a manner for familiarizing prospective
clients with GTG, as well as the advantages of owning a garden.
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Equipment required is as follows:
Tools & Machinery Price Use
Pickup Truck $2,000 To haul soil tonnage & organic
materials
Insurance and registration $500
Enclosed hauling trailer $1,000 Hauling and safe storage of tools
and materials
Trailer registration $200
Rotor-tiller $500 Turn soil, up-root grass and weed
Hand Tools $500 To perform a variety of gardening
and construction tasks
Cement Mixer $300 Pouring perimeter foundation,
building masonry perimeter wall
and corner post
Minimum estimated total $5,000
*All costs are estimated based upon our research.
Phase III: Marketing Campaign
Expense: $2350 Revenue: $0 Time Schedule: One Month
The cornerstones for the GTG marketing strategy are: print ads, mailers, internet, and
promotional work. An amount of $1000 is to be allocated for print ads in local
magazines, newsletters, neighborhood gazettes, and newspapers. Another $450 in printed
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material is allocated for: business cards, letterheads, logos, signage, domain name,
trademark and garden instructions.
Mailers will be handed out at promotional events, like farmers markets, possibly even
grocery stores. The price of mailers are listed at $1 apiece, and it is estimated that 150
mailers is a sufficient amount to begin with.
The internet will be an integral marketing tool to persuade prospective buyers to employ
the products and services of Gardens to Grow . The website will list the company
overview/philosophy, service and products, garden kit price listings, support material,
contact information and Frequently Asked Questions (FAQs).The estimated cost of $500
is the price to design a webpage, as well as the monthly fee to maintain its status online
for one whole year.
Promotional work will primarily be for volunteer garden installations and farmers
markets. Promotional work will most certainly incur a cost to the company whether it be
in man hours, materials, or vending stalls. A budget of $250 has been allocated for this
marketing strategy.
* All marketing materials other than the printed advertisements should be completed
within the one month time schedule for phase III.
Phase IV: Consultation, Sales, and Installation
Estimated Cost $0 Revenue 36,000 + Time Schedule 9 months
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Initial Investment $10,000.00
Projected Installations for 72 jobs (initial 12 months)
Gross Revenue
Installations (72) @ $500.00. . $36,000.00
Cost of Goods and Services (G & S) per job
Sales fee...$50.00
Cost of materials..$180.00
Labor cost to install.$120.00
5.2% privilege tax @ $500.00.........$26.00
Contingency cost.$24.00Total Cost (G & S) per job..................$400.00
Projected Cost (72) jobs @ $400.00/each...$28,800.00
Net profit (72) jobs
Gross Revenue.$36,000.00
Less Total Cost (G & S)..$28,800.00
Net Profit before taxes$7,200.00
Return on Investment (R.O.I.)
Initial Investment.$10,000.00
Net Profit before taxes.$7,200.00
Year One R.O.I. before taxes..72%
Appendix A - Sample Cost Project Projection Sheet
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Basic Standard Kit: $500
10 by 10 square plot of garden space assortment of 45 starter organic plants
soil preparation and enrichment 5 packets of organic seed
garden bed formation 2 oz of native desert cover crop
watering system installation
35 Price QuantityUpgrades: Basic Kit Cost $500
+Perimeter Borders $160 X 1 $160
+Fencing $90 X 1 $
+Advanced Water Systems
90
$210 X 1 $210+
Shade Structures $120 X 1 $120
+* Fruit Tree Planting $50 X 3 $150
+Growing Trellises $25 X 2 $
+Additional Soil
50
$24 X 3 $+
Garden Maintenance
72
$35 X 12 $420
Total $1,822
Garden to Grow Cost Estimate
Appendix B Resumes
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5353 E. Mariposa St., Phoenix, AZ 85018TEL 4802661095 EMAIL [email protected]
RYAN FURCINI
OBJECTIVETo enrich my life in worldly experiences and to develop professional skills in an increasingly globalmarket.
PROFILEI am a young traveler by trade, and I want to experience this life to the fullest. Currently I am attendingArizona State University for the next four years, and I am motivated to achieve a position of employmentfor the duration of my time studying in Arizona. I have a cumulative of work experience in the restaurantbusiness of over 2 years. I am learning from the experiences of past work, travel, and study occupations, inorder to procure an essence of what it means to wisely live in an age of information and opportunity.
EXPERIENCEINTERN, PERMACULTURE RESEARCH INSTITUTE THE CHANNON, NSW, AUSTRALIA2007-08 SIX MTHIntern at the Permaculture Research Institute and student of Permaculture Design Course(PDC). First hand knowledge and study of the following techniques: forestry, earthworks,surveying, gardening, composting, water harvesting, natural building, soil structureanalysis, animal maintenance, natural succession, seed saving, plant propagation, sectorand zone analysis of land sites. Studied the botanical criteria of sub-tropic plants, theirnames and the appropriate usage for human utilization. Applying this knowledge, assistedin teaching a Permaculture Design Course.
STAFF, REGENERATIVE DESIGN INSTITUTE BOLINAS, CA2007 SIX MTHClose interaction with customer base, participated in giving tours to prospective students and occasionallydirected students and guest activities at the institute. Participated in the training of new staff members.Applied/learned concepts of self-sufficiency and sustainability in market garden and educational setting.Participated in daily tasks of gardening and animal maintenance.
EDUCATION ARIZONA STATE UNIVERSITY , Tempe, AZEngineering Major 2009-2013
COLORADO MOUNTAIN COLLEGE , Glenwood Springs, Co
Completion of Semester Courses 2006
ARIZONA STATE UNIVERSITY , Tempe, AZCompletion of 1st year Architectural Studies 2004-2005
COLORADO STATE UNIVERSITY , Fort Collins, CoCompletion of Semester Courses 2003
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James FurciniFurcini Construction Corp.
4300 N. 54 th st.Phoenix, Arizona 85018
TEL: 6022790200
1974 Construction Engineering Degree A.S.U.19761978Founded Furcini Construction Management Inc. Redesigned and built custom
homes on a turnkey basis. Coordinated all aspects of work.
1978 Present Founded Furcini Construction Corporation. Owns and operates this design-build
firm, which is licensed both commercially and residentially. During this 30 + year
term, James Furcini has overseen the construction of a multitude of both
commercial and residential projects in Arizona and California ranging in size and
scope of 20,000 + sq. ft. In recent years, Furcini Construction has focused primarily
on upper end luxury home construction and reconstruction and renovation
consisting of multimillion dollar luxury estates, and remains one of the preeminent
renovators in the valley.
19911999Owned and Operated Millcraft Manufacturing. A wood products processing
company, focused on creating its own line of custom cabinetry and producing a
premier line of cabinet doors, entry and interior residential doors and trim. Allproducts were produced with solid hardwoods and premium hardware.
19901993 Partnered in Polysteel Corporation. An alternative wall system distribution
company. Marketed and distributed polystyrene insulatory concrete form products
to builders and subcontractors for inclusions into both commercial and residential
products.
Lauren FurcinieProRealty Executives7600 North 16th Street Suite 100
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Phoenix, Arizona 85020
Experience
Licensed Realtor having successfully closed $10,370,000.00 in sales for the previous twoyears in a down turned market
Full time support team of 2 other licensed agents for transaction coordination and
administrative duties Network of professional licensed contractors Member of the National Association of Realtors, Phoenix Association of Realtors, and
Arizona Regional Multiple Listing Service Vice President of Marketing for Furcini Construction
Service Area
Phoenix, Scottsdale, Paradise Valley, Tempe, Carefree, Gilbert, Mesa, and Chandler. Seeattached spreadsheet of zip codes.
Services
BPOs Occupancy Inspections Secure Property Cash for Keys Board Up Evictions Will accurately enter new properties into Multiple Listing Service within 24 hours of an
accepted listing contract with up to 25 photos Advertising and Marketing to local agents and investor database Provide the appropriate signage to best market the homes Automatically entered onto 20 different WebPages Lockboxes installed on all properties
Education
Graduate of the W.P Carey School of Business, ASU with an emphasis on Marketing Certified through the only NAR approved internet program (e-Pro Designation) Extensive professional real estate sales course designed to fast track agents into the toptier of real estate sales through Realty Executives Currently enrolled in RDCPro (REO Default Certified Professional) Designation Course