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Urban Farming Case Study & Market Analysis

This was a case study done as part of an Agro Bsuiness case competition. We analyzed the urban farming landscape & developed a solution based on our findings. We also planned marketing campaigns for our proposed solution. Through our research we found that Dhaka City alone has over 7000 Acres of Rooftop land & One Rooftop farm can feed a family of 6-7 for a year! Moreover some City Corporations Provide Special tax cuts for Urban Rooftop farmers which could be very beneficial in achieving our goal.

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Urban Farming Case Study & Market Analysis

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  1. Bopon App by Team S Cube

  2. Meet Rahman A Successful Urban Farmer ⊷ An expatriate living in the Middle East for the last 15 years, returned to his home-country in May last year due to the economic fallout in the country of his employment the subsequent termination of his job. ⊷ Rahman, already in his late 50s, worked as a cashier at a local restaurant in Jordan. After returning to Bangladesh, he was struggling to find a job in a similar position, because of the downward fluctuations in the job market, affected heavily by the pandemic. However, the predicaments did not stop Rahman from moving on with his life. He did not let the interruptions depress him, but rather he took the initiative all by himself to start a business on his own, based on the little piece of land that he owned at the peripheries of the mega-city, concentrating mostly on organic farming, poultry rearing and bio floc fish farming on leased land. ⊷ Today, Rahman is no longer struggling and earns enough to put food on the table and let his children study in respectable schools. This is one story amongst thousands who have concentrated on urban farming as the new method to earning a living. 2

  3. Study Area ⊷ In 2013, Department of Agriculture Extension (DAE), Bangladesh launched “Integrated Quality Horticulture Development Project” enlisting 68 people from different areas of Dhaka city and to train them for practicing rooftop gardening. For the purpose of the study, this database has been used to select practitioners as no other database has been found to avail the total number of practitioners in Dhaka city (corporation). Mirpur and Mohammadpur areas have been chosen as from these two areas highest number of enlisted practitioners were found. ⊷ Mohammadpur ⊷ Mirpur

  4. Study on Entire Country

  5. Market Analysis 10,000 Hectares Rooftop Space in Dhaka Megacity Alone. 10% Tax Rebate Dhaka North City Corporation (DNCC) declared rebate on holding tax, for holding owners and businesses on four instalments for the 2022-23 fiscal, if they pay online. 50% A by Dhaka North Community Federation and FAO in 2019 found that poor households were spending half their income on food, Urban farming can help reduce hunger. 20 Million Population of Dhaka City by 2025, which means huge amount of food crisis may occur. 600-700 Sq. Ft. Rooftop Space required to grow enough vegetables for a family of 6-7 for a Year! 0.45% Cropland declination rate per year after 2000. 5

  6. Problem Identification Lack of Declining Cultivable Area due to climate change Rapid Urbanization, Over half the population living in cities Information on Roof-Top farming People don’t know how to start farming Don’t know about plant diseases Can not take care of the plants properly 6

  7. BIG IDEA! An All in One Platform for Urban Rooftop Farming 7

  8. Introducing Bopon APP Bangladesh’s first platform for Urban Gardening Tutorials of Gardening Start buying and selling Alarm for watering and give pesticides বপন Onboarding local Nurseries Create a community of Gardeners 8

  9. App Interface Home Page Tutorial Tutorial on gardening, taking care of plants, rooftop agriculture, and scientific culturing

  10. App Interface Notification Simple reminder to water your plant and take care of it. According to complete the task, the app shows the health of your plant Marketplace Start buying gardening goods from our platform’s sellers. Local Nursery owners can register as a seller and start selling

  11. All that a gardener buy from our app 11

  12. Sustainable Development Goals (SDG) Bopon App Ecosystem 03 Customers get Info about farming Pesticide companies can sell their products 02 01 Nurseries Sell their plants 12

  13. Marketing Campaign Shykh Seraj as our Brand Ambassador Shykh Seraj is a Bangladeshi journalist, media personality, and agriculture development activist. Promoting urban farming. 3.13 Million YouTube Subscribers Total success! 13

  14. Marketing Campaign মায়েরদ াো নার্সারর এখন বপনঅ্যায়প! আজইডাউনয় াডকরুন Onboarding local nursery owners to our platforms 14

  15. SWOT Analysis STRENGTHS First Mover Advantage Technological Advantage Single platform for all gardener’s need WEAKNESSES People are not familiar with urban gardening app No existing app in the market People are interested in Urban Gardening OPPORTUNITIES Existing local competitors THREATS 15

  16. Cost Benefit Analysis ⊷ Costing ⊷ App building cost( 60k OT) ⊷ a. Data base cost(--) ⊷ b. Developer cost(--) ⊷ c. Hosting cost (100000/yr) ⊷ d. Other(50K/yr) ⊷ Service Cost ⊷ a. money back (app.10K) ⊷ b.offer cost (app.25K ) ⊷ c. Helpline (app.30K) ⊷ 4.Register (app 15K) ⊷ 5. Charging cost (app. 10K) ⊷ Marketing cost : ⊷ a. Social media marketing(30K) ⊷ b.Offline marketing(20K) ⊷ c.collabaration marketing (50K) ⊷ d. postering marketing (20K) ⊷ e.Advertisment (30K) ⊷ Income : ⊷ 1.Comission Income :per transaction 20% ⊷ 2.AdRev : $5 per day ⊷ 3.Promoting charge :$7.5 avg ⊷ 4.Premium Service :20K(max) 16

  17. Total costing= 450K (app.) Target Trans. Is 1000 in 1st yr. Target promotion 200 unit So let, price range 60-1200 (approx..) So let avg price 550 taka Total Rev: =550*20%*1000+182K+200*7.5*100+20k=462K So, Profit after 1st year =462K-450K=12K ROI= (12/450)*100=2.66%=3% (appx.) Let Average Discount=5% BCR=462/450=1.02 Using MATLAB basic curve fitting the regression equation of profit ,y=6.2*x- 68.6 Now putting y=0, then x=11.06. SO the Break even will come after 11 months later. 17

  18. Timeline Launching AI detect & Launching Service Celebrity engaging TTVAd& Postering Agriceleb engaging Collabration phase1 AppBuilding Registration 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter 1 BreakEven (prediction) Socialmedia marketing Collaboration phase2 Collaboration Phase 3 Collaboration Phase4 App launching 18

  19. Roadmap Targeting 10 Thousand Active User App Launching and Basic Engaging Launch In Divisional Cities 1 3 5 6 2 4 Being Pioneer in Urban Gardening and Growing Phase Govt Other Major Cities Collaboration 19

  20. Thanks! Our Team Shahriar Shatil Shahriar Shatil CEO & Co-Founder contact:01840656367 Sifat Khan Sifat Khan CTO(Chief Technology Officer) Contact:01633004146 Bidut BidutSharkar Sharkar Shemanto Shemanto Co-Founder & Marketing Head Contact:01521721778 AnyQuestion? 20

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