Presentasi Assignment 1_Kelompok 6

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ANGGORO WISESO (1206212514) MIRANTI (1206242523)

MUHAMMAD RIDWAN (0906640854) RAMADHAN ISKANDAR (1206212400)

SABRINA ZAHRA FITRIANI(1206249391) SHARIMA UMAYA (1206212325)

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Presentation Outline

• Introduction • Literature Review

• Identifying Consumer Needs

• Product Specification • Conclusion

INTRODUCTION

Background

•  According to the United Nations Centre for Human Settlements, more than half of humanity will live in cities by the year 2015.

•  Urban farming is done in an urban centre, a city or metropolis. Urban residents across the globe are trying to grow plants, for reasons ranging from food security to

environmental and health reason

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Problem Formulation

•  There are already a lot of urban farming kit, we have to uplift our urban farming kit from its advantages and decrease its disadvantages thus people would buy our urban farming kit

•  People’s need of fresh air that comes out from planting plants, especially in big cities that have less amount of land

•  Not a lot of people love to do gardening/planting activity – we have to make our urban farming kit into an interesting one

Problem Identification

•  We will be creating an urban farming kit in one package that can be bought and planted easily by the consumers

•  The data required to make urban farming kit are advantages, disadvantages from an existing product and needs of consumers regarding their preferences on an urban farming kit they are willing to buy

•  This chemical product design is just a prototype

Problem Limitation

REVIEW

L i t e r a t u r e

Urban Farming?

Urban : “In, rela-ng to, or characteris-c of a town or city,”

Farming : “The ac-vity or business of

growing crops and raising livestock.”

Urban farming : ac-vi-es of growing plants to be

consumed, that perform in urban area by exploi-ng

unused land. For examples : roof garden,

community garden.

History of Urban Farming •  Solu-on for hunger problems during war -mes. •  Victory gardens sprouted during World War and were fruit, vegetable, and herb gardens in US, Canada, and UK.

•  This effort was undertaken by ci-zens to support the war effort.

World war I & II

•  Ci-es quickly became overcrowded because people from the countryside came to the town for occupa-ons in.

•  Agriculture was pushed further and further away from the city edge. The harmonious rela-onship between agriculture and urban environment became severed.

Industrial revolu-on

era

•  In 1898, Ebenezer Howard began the Garden City Movement. At its essence, the urban theory focused on bringing the city to the farm by u-lizing agricultural land as the site for his garden ci-es.

Garden Ci-es of

To-‐morrow (1989)

•  People in the world slowly realize about how important to keep the harmony between humans and the nature.

•  There are a lot of movements about small ac-on that can help the city back to harmony with the nature, by plan-ng some plants.

Now and Then

Perspective of Urban Farming

Environmental urban farm :

•  U r b a n f a r m i n g t o increase environmental health, and remedia-on.

•  Phy t o r emed i a-on : plants that have their chem i ca l ab i l i t y t o degrade, absorb, convert to an inert form, and remove toxins.

•  Growing plants can also freshen the air and reduce pollu-ons.

Food and herbs medical security :

• Urban farming can become a solu-on for healthy living n e e d e d b y t h e concept of growing people own healthy foods or herbs by themselves.

Social and relaxing :

• Urban farming are thought to be relaxing, calming, improved emo-onal well-‐being, and prevent from “urban-‐stress”. That is a report about how people interac-on with nature through a garden can decreased levels of stress and beZer overall mental health.

Benefits of Urban Farming

Noise pollu<on

•  Adding plants that can absorb sound waves has the poten-al to lead to a vast reduc-on in noise pollu-on

Nutri<on and quality of food and medical herbs

•  Harves-ng produce from one’s own community garden cuts back on storage -mes significantly and keep nutrient that can be lost in shipping process.

• Medical herbs is difficult to found in supermarket. That’s why most of urban people choose to consume drugs, beside drugs have some bad-‐ side effect. Plan-ng they own herbs plants on their own farms can increase medical herbs uses than drugs.

Educa<on

More Green Space, reduc<on of temperature and pollu<on

Implementation of Urban Farming in Indonesia

•  INDONESIA BERKEBUN, TUNAS HIJAU (Surabaya) Communi<es

•  Ver-minaponik (Balai Pengkajian Teknologi Pertanian (BPTP)): Cul-va-on of plants and fish simultaneously. Fish provide residual feed and fish feces that contain a high concentra-on of nutrients for the plants. Plants filter the water and maintain the quality of irriga-on water for the fish.

•  Hydroponic, sistem sky farming, etc

Technology

•  RW 03 Sukapada Bandung, farming vegetables in the walls of the street so that residents can enjoy its beauty and harvest the product together

Area

Urban Farming

Kit

Types of Plants •  A small, seed bearing plant with fleshy, rather than woody, parts.

•  In general use, herbs are any plants used for food, flavoring, medicine, or perfume, some plants contain phytochemicals.

•  Most herbs prefer a well drained, friable soil. Herbs can also be grown via vegeta-ve means, roo-ng cudngs, division of the plant, bulbs, or -ssue culture.

Herbs

•  The non-‐biological defini-on of a vegetable is largely based on culinary.

•  Some must be cooked to destroy certain natural toxins or microbes in order to be edible.

•  Overall requirements for the vast majority of vegetable plants are deep, rich soil with a neutral or slightly alkaline composi-on, plenty of sunshine, water, regular feeding, and weeding .

Vegetables

Types of Plants •  A part of a flowering plant that derives from specific -ssues of the flower.

•  Many fruits eaten both fresh, as jams, manufactured foods (like cakes), beverages (fruit juices), alcoholic beverages (wine), etc.

•  Fruits are generally high in fiber, water, vitamin C and sugars, some-mes contain various phytochemicals.

•  Regular consump-on of fruit is associated with reduced risks of many chronical disease.

Fruits

• We defined flowering plant as the plants that growing beau-ful flower that has a benefit to beau-fy surrounding.

•  Every kind of flowering plants has it’s own condi-on to be grown up perfectly.

•  Examples : sunflower, tulips, marigold, lily, jasmine, rose, etc.

Flowers

Components of Planting Plants

Seeds Medium

Nutrients

Components of Planting Plants (Cont’d)

Grains

Plant crop that are used to be consumed or processed as substance

Seed

s Grains from plant that are used to replan<ng

Seeds

Maturity Colour Seeds drop off

Smell Content of water

Peel Hardness


• Usually made from organism components (leaf, trunk, flower, fruit, wood)

Organic Material

• Material that contain high mineral from rock molding Anorganic

Material

Medium


No Organic Material Characteris<c

1 Charcoal Buffer, hard to mold, used at areas that has high humidity, mostly lack of nutrients

2 Trunk of vegetable fern Easy to bind with water, has a good aera-on and drainage

3 Compost Soil condi-oner, soil ameliorater

4 Moss Easy to bind with water, has a good drainage

5 Manure Has nutrients in large amounts

6 Coco peat Bind with water strongly, contains essen-al nutrients (Ca, Mg, K, N, P)

7 Rice Husk Easy to bind with water, source of potassium, hard to mold

8 Humus High ion exchanger, low porosity

source : Dinas Pertanian Tanaman Pangan Provinsi Jawa Barat


No Anorganic Material Characteris<c

1 Gel Good looking, prac-cal, bad drainage

2 Sand Good aera-on and drainage, high porosity

3 Pebble Very high porosity, hard to bind with water

4 Piece of concrete brick Lack of nutrients, good aera-on and drainage

5 Spons High binding with water power, easy to moldy

6 Clay Lack of Nutrients

7 Styrofoam High porosity source : Dinas Pertanian Tanaman Pangan Provinsi Jawa Barat


Macronutrient Carbon Phosporus

Hydrogen Potassium

Nitrogen Calcium

Magnesium Sulphur

Nutrients

Micronutrient Boron Zinc

Manganase

Copper

Iron

Conditions to Grow the Plants

Nutri-on Light pH

Humidity Temperature

Conditions to Grow the Plants (Cont’d)

Supplied by the soil and addi-on of fer-lizers (compost, manure, etc)

Divided into two : Macronutrients and Macronutrients

Nutri-on


All plants need at least 8-‐10 hours to direct sunlight each day.

Incandescent lamps can be used to grow plants, but are not adequate the crop to maturity

Light


In general, the most favourable pH range for vegetable is between 5.5 to 6.5 in mineral soil and 5.0 to 6.0 in organic soil

Acidic soil ooen causes the stun-ng and yellowing of leaves, resul-ng in the decrease in growth and yield of crops as the pH levels falls

pH


Humidity Low Humidity (dew points are in 50s)

Moisture Evaporates from plant very quickly

Plants can wilt quickly


Warm-‐season vegetables and most flowers grow well between 15 to 25ºC

Cool-‐season vegetables suchas leZuce and spinach grow between 10 to 20ºC.

Temperature

Methods of Planting Plants

Conven-onal Modern

Methods of Planting Plants (Cont’d)

Conven-onal

Most prac-sed form of agriculture around the world

Focus on methods that maintain soil fer-lity, prevent the loss of topsoil, hold water in the soil and produce stable harvest

One of the biggest problems with conven-onal agricultue is that it kills off life in the topsoil and subsoil

Methods of Planting Plants (Cont’d)

Modern

Aeroponic Hydroponic Tissue Culture Ver-culture

NEEDS

i d e n t i f y c o s t u m e r

Respondents’ Data

63 Female 43 Male

7%

76%

13% 3% 1%

15-18 18-21 21-24 25-30 > 30

Age 32%

23% 19%

10%

9% 7%

Jakarta Depok Bogor Bekasi Tangerang Others

City

38%

62%

Yes

No

“Do you like gardening?”

3%

54% 28%

15%

hobby

beautify the environtment

get the product (ex: vegetables, fruits)

others

Reason of gardening

Result : Gardening

Difficulties of gardening

Time to do gardening

28%

38%

21%

13%

dislike gardening don't have land to do gardening don't know how to do gardening don't have equipments and seeds

Result : Gardening

84%

13%

2% 1% 0%

5-15 minutes 16-30 minutes 31-45 minutes 46-60 minutes > 60 minutes

14%

86%

Yes No

Result : Urban Farming

“Have you ever heard about Urban Farming?”

Preferred plants for urban farming

21%

15%

27%

32%

5% Herbs

Vegetables

Fruits

Flowers

Other

Reasons to buy a product 17%

23%

26%

25%

9%

Unique packaging

Afforable price

Main benefit

Other benefit

Promotion (buy 1 get 1, discount)


Price preferred for urban farming kit

70%

22%

6% 2%

Rp. 75.000,00-Rp. 100.000,00 Rp. 101.000,00-Rp. 125.000,00 Rp. 126.000-Rp. 150.000,00 Rp. 151.000-Rp. 200.000,00

0 10 20 30 40 50 60 70 80 90 100

Seeds Medium

Pot Fertilizer

Shovel Water mist

User's manual Other

Equipments in urban farming kit


Form of plant in urban farming kit

36%

64%

Seeds Starter plant

No Needs

1 Urban farming kit that can beautify surroundings

2 Urban farming kit that can be done without land

3 Urban farming kit that has clear explanation

4 Urban farming kit that can be maintained in 5-15 minutes each day

5 Urban farming kit that grows either flowers, fruits herbs

6 Urban farming kit that is affordable, between Rp. 75.000,00-Rp.

100.000,00

7 Urban farming kit plant that has various benefits

8 Urban farming kit that consists of medium

9 Urban farming kit that consists of container

List of Needs

10 Urban farming kit that consists of fertilizer

11 Urban farming kit that consists of shovel

12 Urban farming kit that consists of water mist

13 Urban farming kit that consists of user’s manual

14 Urban farming plant in a form of starter plant

15 Urban farming kit that has description of composition

16 Urban farming kit that uses safety material for packaging

17 Urban farming kit that has an interesting packaging

18 Urban farming kit that contains pesticide

19 Urban farming kit which is light

Classification and Ranking

1 = undesired 2 = unimportant 3 = nice to have 4 = highly desired 5 = essential

The rank of needs based on the category:

Needs

No. Needs Rank

PRODUCT PERFORMANCE

2 Urban farming kit that can be done without land 5

4 Urban farming kit that can be maintained in 5-15 minutes each day 5

5 Urban farming kit that grows either flowers, fruits herbs 4

PRODUCT PERCEPTION

1 Urban farming kit that can beautify surroundings 4

3 Urban farming kit that has clear explanation 4

9 Urban farming kit plant that has various benefits 5

19 Urban farming kit that has lightweight 3

PRODUCT COMPOSITION

8 Urban farming kit that consist of medium 5

9 Urban farming kit that consist of container 4

10 Urban farming kit that consist of fertilizer 4

11 Urban farming kit that consist of shovel 3

12 Urban farming kit that consist of water mist 2

13 Urban farming kit that consist of user’s manual 4

14 Urban farming plant in a form of starter plant 5

18 Urban farming kit that contains pesticide 3

REGULATION

15 Urban farming kit that has description of composition 4

16 Urban farming kit that uses safety material for packaging 5

RETAILING

6 Urban farming kit that is affordable, between Rp. 75.000,00-Rp.

100.000,00 5

17 Urban farming kit that has an interesting packaging 4

Diagram of Needs

SPECIFICATION P r o d u c t

List of Metrics Needs

Number Needs Description Specifications

Metric

Unit Rank

Product Perfomance

2 Can be done without land Medium in mobile container Y/N 5

4 Maintained in 5-15 minutes

each day Maintenance time (watering,

fertilizing, etc) minute 5

5 Grows either flowers, fruits,

or herbs Type of plant (fruits, herbs,

vegetables) Y/N 4

Product Perception

1 Beautiful kit appearance Type of plant and container

design Subj. 4

3 Has clear explanation User’s manual or guidebook Y/N 4

9 Has various benefits Type of plant (fruits, herbs,

vegetables) Y/N 5

19 Kit that lightweight Weight kg 3 Product Composition

8 Consists of medium Medium availability Y/N 5 9 Consists of container Container availability Y/N 4 10 Consists of fertilizer Fertilizer availability Y/N 4 11 Consists of shovel Shovel availability Y/N 3 12 Consists of water mist Water mist availability Y/N 2 13 Consists of user’s manual User’s manual availability Y/N 4

14 Plant in a form of starter plant Plant in starter phase (shoot, sprout,

etc.) Y/N 5

18 Contains pesticide Pesticide availability Y/N 3 Regulation

15 Has description of composition Description of composition Y/N 4

16 Uses safe material for packaging Container and packaging material

composition is safe Y/N 5

Retailing

6 Affordable price, between Rp.

75.000,00-Rp. 100.000,00 Price Rp 5

17 Has a great packaging Packaging design and

performance Subj. 4

Needs

Number Needs Description

Metric Unit

%

weight Subj. Y/N minute Rp kg

2 Can be done without land •

4 Can be maintainede in 5-15

minutes each day •

5 Grows either flowers,

fruits, or herbs •

1 Beautiful kit appearance •

3 Has a clear explanation •

9 Has various benefits •

19 Kit that lightweight •

8 Consists of medium •

9 Consists of container •

10 Consists of fertilizer •

Metrics Matrix

Needs

Number Needs Description

Metric Unit

%

weight Subj. Y/N minute Rp kg

11 Consists of shovel •

12 Consists of water mist •

13 Consists of user’s manual •

14 Plant in a form of starter

plant •

18 Contains pesticide •

15 H a s d e s c r i p t i o n o f

composition •

16 Uses safe material for

packaging •

6

Affordable price, between

R p . 7 5 . 0 0 0 , 0 0 - R p .

100.000,00 •

17 Has a great packaging •

Benchmarking •  There are some existing products of urban farming kit. In

order to design new innovation of an urban farming kit, four existing products are compared to make benchmarking for our new product.

Notes: ● (dot) refers to subjective value ● Poor ●● Acceptable ●●● Expectable ●●●● Highly expectable ●●●●● Outstanding

Needs

Number Needs Rank

Scores

Own Grow

Box

Paris

Garden

Smith &

Hawken

UF

Seeds

Product Perfomance

2 Can be done without land 5 ••••• ••••• ••••• ••••• •••••

4 Can be maintained in 5-15

minutes each day 5

••••• ••••• ••• ••• ••••

5 Grows either flowers, fruits, or

herbs 4

••••• ••••• ••••• ••••• •••••

Product Perception

1 Beautiful kit appearance 4 ••••• ••• ••••• •••• •••••

3 Has a clear explanation 4 ••••• • ••••• ••••• ••

9 Has various benefits 5 ••••• ••••• ••••• ••••• •••••

19 Kit that lightweight 3 ••••• ••••• ••• •••• ••••

Product Composition

8 Consists of medium 5 ••••• ••••• ••••• ••••• •••••

9 Consists of container 4 ••••• ••••• ••••• ••••• •••••

10 Consists of fertilizer 4 ••• • • • •

11 Consists of shovel 3 • • • • •

Needs

Number Needs Rank

Scores

Own Grow

Box

Paris

Garden

Smith &

Hawken

UF

Seeds

12 Consists of water mist 2 ••• ••••• • • •

13 Consists of user’s manual 4 ••••• • ••••• ••••• •

14 Plant in a form of starter plant 5 ••••• • • ••••• •

18 Contains pesticide 3 ••• • • • •

Regulation

15 Has description of composition 4 ••••• • ••••• ••••• •

16 Uses safe material for packaging 5 ••••• ••• •• •••• •••••

Retailing

6 Affordable price, between Rp.

75.000,00-Rp. 100.000,00 5

••••• ••••• •••• • •

17 Has a great packaging 4 ••••• •• ••• ••• ••••

Existing Products Grow Box Paris Garden

UF Seeds Smith & Hawken

Needs

Number Specifications Rank

Metrics

Unit

Scores

Own Grow

Box

Paris

Garden

Smith &

Hawken

UF

Seeds

Product Perfomance

2 Medium in mobile container 5 Y/N Y Y Y Y Y

4 Maintenance time (watering,

fertilizing, etc) 5 minute 7-10 10 12 12 10

5 Type of plant (fruits, herbs,

vegetables) 4 Y/N Y Y Y Y Y

Product Perception

1 Type of plant and container

design 4 Subj.

••••• ••• ••••• •••• •••••

3 User’s manual or guidebook 4 Y/N Y N Y Y N

Benchmarking of Existing Products with Metrics

Needs


Metrics

Unit

Scores

Own Grow

Box

Paris

Garden

Smith &

Hawken

UF

Seeds

9 Type of plant (fruits, herbs,

vegetables) 5 Y/N Y Y Y Y Y

19 Weight 3 kg 1,5 1,5 2,25 2 2

Product Composition

8 Medium availability 5 Y/N Y Y Y Y Y

9 Container availability 4 Y/N Y Y Y Y Y

10 Fertilizer availability 4 Y/N Y N N N N

11 Shovel availability 3 Y/N N N N N N

12 Water mist availability 2 Y/N N Y N N N

13 User’s manual availability 4 Y/N Y N Y Y N

14 Plant in starter phase (shoot,

sprout, etc.) 5 Y/N Y N N Y N

18 Pesticide availability 3 Y/N Y N N N N

Needs


Metrics

Unit

Scores

Own Grow

Box

Paris

Garden

Smith &

Hawken

UF

Seeds

Regulation

15 Description of composition 4 Y/N Y N Y Y N

16 Container and packaging

material composition is safe 5 Y/N Y Y N Y Y

Retailing

6 Price 5 Rp R p .

75.000

R p .

45.000-7

5.000

R p

79.500

R p .

150.000

R p .

200.00

0

17 P a c k a g i n g d e s i g n a n d

performance 4 Subj.

••••• •• ••• ••• ••••

Needs

Number Specifications Rank Metric Unit

Marginal

Value Ideal Value

Product Perfomance

2 Medium in mobile container 5 Y/N Y Y

4 Maintenance time (watering, fertilizing,

etc) 5 minute 7-12 5

5 Type of plant (fruits, herbs, vegetables) 4 Y/N Y Y

Product Perception

1 Type of plant and container design 4 Subj. •••• •••••

3 User’s manual or guidebook 4 Y/N Y Y

9 Type of plant (fruits, herbs, vegetables) 5 Y/N Y Y

19 Weight 3 kg 1,5-2,25 1,5

Product Composition

8 Medium availability 5 Y/N Y Y

9 Container availability 4 Y/N Y Y

Marginal and Ideal Values

Needs

Number Specifications Rank Metric Unit

Marginal

Value Ideal Value

10 Fertilizer availability 4 Y/N N Y

11 Shovel availability 3 Y/N N Y

12 Water mist availability 2 Y/N N Y

13 User’s manual availability 4 Y/N Y Y

14 Plant in starter phase (shoot, sprout,

etc.) 5 Y/N

Y Y

18 Pesticide availability 3 Y/N N Y

Regulation

15 Description of composition 4 Y/N Y Y

16 Container and packaging material

composition is safe 5 Y/N

Y Y

Retailing

6 Price 5 Rp Rp 45.000 –

200.000 Rp 75.000

17 Packaging design and performance 4 Subj. •••• •••••

CONCLUSION

Conclusion 1.  We have conducted a survey concerning about gardening and gardening kit

with 109 respondents, with varieties of age, job, and gender. 2.  Amongst the entire respondent, only 38% of them like to do gardening, with

the reasons ranging from solely because of a hobby, enhance the aesthetic value of their yard, or to get a functional product from the crops. The group of people who don’t like to do it mostly have a difficulty to provide the space to garden. The others dislike gardening because they don’t know how to garden, don’t have the equipment, or simply because they disliked it. Aside the difficulties, time is also the limiting factor for the unpopularity of gardening. 84% of the respondents would do it if it only takes 5-15 minutes daily. But then only 86% of all of the respondents know about urban farming, which gives us advantage to promote our product.

3.  For the urban farming kit, a lot of varieties of plants or herbs preferred by the respondents, with the specifications ranging from unique packaging, affordable price, along with the main and other benefit.

4.  The specifications of our product will concern about its performance (extra medium in container, low maintenance time, and type of plant), perception (light and beautiful), composition (ingredients of the product), regulation and retailing. The elaboration is: The maintenance time will be 7-12 minutes, the weight will weigh about 1.5-2.25 kg, with complete set of composition and affordable price of Rp.75.000, and nice package.

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17 2015) •  Anonim. Paris Garden Sunflower Kit. Available at hZp://www.acehardware.co.id/product/product_detail/596 (last

accessed: February 17 2015) •  Anonime. 1997. Ensiklopedi kehutanan Indonesia. Badan peneli-an dan pengembangan kehutanan. Departemen

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•  Hendaryani, Koes. 2013. Macam-‐macam bercocok tanam. Available at hZp://www.teenage-‐corner.com/2013/07/macam-‐macam-‐bercocok-‐tanam.html. (last accessed 17 februari 2015)

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•  PhilphoZ, Tom. 2010. Food the History of Urban Agriculture Should Its Future. Available at hZp://grist.org/ar-cle/food-‐the-‐history-‐of-‐urban-‐agriculture-‐should-‐inspire-‐its-‐future/full/ (last accessed: February 15 2015)

•  Seider. 2009. Product and Process Design Principles. Synthesis, Analysis, and Evalua-on. Wiley & Sons Inc. •  Singapore Gardening Society. n.d. Effects of soil pH on plant growth. Available at hZp://

www.gardeningsingapore.org/index.php?op-on=com_content&view=ar-cle&id=52:effects-‐of-‐soil-‐ph-‐on-‐plant-‐growth&ca-d=35:plant-‐care&Itemid=53. (last accessed 18 februari 2015)

•  Univeritas Hasanudin. n.d. PengerHan Benih, ruang lingkup, dan permasalahan perbenihan. Available at hZp://lms.unhas.ac.id/kursus/123456_022/document/kuliah_2.html. (last accessed 17 Februari 2015)

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Presentasi Assignment 1_Kelompok 6