THE FOOD in NYC

The NYC food system is a complex network of

transportation, distribution, and

retail that works in coordination to feed over eight

million residents of the City.

Comprising approximately 20,000 restaurants, 13,000

food retailers, 1,600 public schools, numerous

hospitals, and other nonprofit service providers, as well

as 90 farmers’ markets, the food system is

decentralized and highly complex.

96 percent of food moving via

truck, as opposed to one of the other transportation modes

Total food inbound food movement is projected to rise

from 33.5 million tons in 2002 to 54 million tons in

2035—a 61 percent increase.

AND QUALITY?At NYC

Solution?

BUSINESS PLAN PRESENTATION

CE 8253

17 December 2014

PRESENTATION OVERVIEW

1. Mission Statement

2. Project Team

3. Prototype Engineering

4. Product Information

5. Market Analysis + Marketing Strategy

6. Risk Analysis

7. Growth Opportunities

COMPANY

INTRODUCTION

MISSION

STATEMENT

CHANGE IN THE URBAN LANDSCAPE

HIGH TECH

SELF SUSTAINING

LOW MAINTENANCE

RELIABLE

FULLY CONTROLLED ENVIRONMENT

PROJECT TEAM MEMBERS

Project Manager: Punith Prabhakar

Assistant PM: Dina Farid

Lead Project Engineer: Shahriar Rafi

Lead Architect & Marketing Director: Nixzalis Bourdier

Client Communications: Matthew Grieco

Design Engineer: Dany Medved

Contractor & Procurement Officer: Michael Sokolovsky

PROJECT MANAGER

(PUNITH)

PROTOTYPE DESIGN AND

ENGINEERING

LEAD ARCHITECT

(NIXALIS)

LEAD DESIGN ENGINEER

(SHAHRIAR)

PROTOTYPE CONSTRUCTION

TEAM

(MICHAEL, DANY)

MATERIAL PROCUREMENT &

ACCOUNTING

(MICHAEL, DANY)

MARKETING

RESEARCH AND ANALYSIS

(DINA)

PLAN & DEVELOPMENT

(NIXALIS, MATTHEW)

H.R. & CLIENT COMMUNICATIONS

HUMAN RESOURCES

(DINA)

LEAD EDITOR

(MATTHEW)

SUBMITTALS MANAGER

(MATTHEW)

ASSISTANT PM

(DINA)

PROJECT SCHEDULE

PROTOTYPE

DEVELOPMENT &

PRODUCT ENGINEERING

PROTOTYPE

PRODUCT INFORMATION

PROFIT FOR THE OWNER

MODULAR

DURABLE

SAFE TO OPERATE

EASY TO MAINTAIN

CHEAP TO BUILD

PRODUCT INFORMATIONCAPTURE SUNLIGHT PASSIVE ENERGY

CROP PROTECTION MAXIMIZE SPACE

Green Machine Prototypev1.0

BUDGET & MATERIALSItem Quantity Price ($)

Water Pump 1 23.15

Vinyl Clear Tubing 1 4.71

Baluster ABE (2x2x36) 4 3.67

Gorilla Poly Glue 1 6.65

1" SCH40 Cap 12 8.94

PVC Pipe SCH40 (1inx5ft) 2 7.91

White Vinyl Raingo (10ft) 1 7.16

Hydrofoam Net Cup (3in) 12 5.97

Rockwool Grow Cubes (1.5in) 30 10.88

PCM (1L) 1 39.00

Tet 20H Aquarium 1 43.54

Tet Glass (24inx12in) 1 22.85

Tet 2.5 Glass Aquarium 1 14.14

Pipe Primer 1 4.32

Pipe Cement 1 3.82

Total $206.71

PLAN

VIEW

SECTION

GREENHOUSE RENDERINGS

GREENHOUSE RENDERINGS

PRODUCT SUSTAINABILITY1. Hydroponics

Saves water

Saves energy

2. Temperature Regulation

Greenhouse system

3. Phase-Changing Material

Reduces heating reqt’s

Easily installed

PCM-HS22P 72⁰F

MARKETING

MARKET ANALYSIS

Urban farming

Addresses the produce

needs of a city.

Growth of local

businesses.

Target Market: Building

owners with an

accessible rooftop.

Restaurants 24,000

Supermarkets, Grocery

Stores & Convenience Stores

5,445

Food Wholesalers 1,730

Food & Beverage

Manufacturers

1,000

Farmers Markets 120

Food & Beverage Retailers in NYC

Source: Bureau of Labor Statistics, Quarterly Census of Employment

and Wages and NYC Dept. of Health and Mental Hygiene

MARKET ANALYSIS

Global awareness of

urban farming

Consumers look for

locations with produce

that can be traced to the

exact location of farming.

The market is changing in

the direction of

sustainability and

encouraging local

businesses.

1 Locally sourced meats and seafood

2 Locally grown produce

3 Environmental sustainability

4 Healthful kids’ meals

5 Gluten-free cuisine

6 Hyper-local sourcing (e.g. restaurant

garden)

Forecasted Restaurant Business Trends

Source: The National Restaurant Association, 2014 culinary forecast

MARKETING STRATEGY Advertising & Promotion:

Sales Team

Website

Advertisement through the use of various media (radio, TV)

E-newsletters

information seminars

Networking opportunities

3% of net profit to be used for advertisement

Adjust advertisement budget based on competition & profit margins

Marketing Differentiator:

Providing customized

hydroponic systems to meet a

client’s specific needs

Pricing:

In line with average NYC price

for similar product

Based on square footage of

greenhouse size + fixed fee

CORPORATE

STRATEGIC

PLANNING

PLANNING STRATEGY

Breakdown of Expected Project Types

20%

80%

PRE-CONSTRUCTIONEXISTING PROPERTIES

RISK MANAGEMENTImpact

L M H

Pro

ba

bility

H

•Problems With

Subcontractors•Procurement Problems

•Unexpected

Functionality Error

M

•Structural Instability

In The Greenhouse

•Not Enough Clients

•Project Cost Overruns

•Miscalculation Of Target

Market

L

•Air Or Water Pump Fails

•Extreme Weather Or Fire

•Plant Growth Does

Not Happen

GROWTH OPPORTUNITIES

Partners

Universities

Research Institutes

Technology Developers

Construction Companies

Initial Projects

Brand Awareness

Geographic Expansion

Services & Products

Sustainable

Green

Environmentally

FriendlyCost-

Effective

Thank you!