Terrariums

Introduction
A terrarium is a collection of small plants growing in a transparent, sealed container. A terrarium is a closed environment.

Benefits

Company Summary

 Vision A sustainable company committed to bring people close to nature by providing miniature landscapes, to help them live a stress free eco-friendly life"

Mission To create gardens which fit on tabletops, for those who cant grow plant outdoors

Objectives
1. To turn the target customers into potential clients by application of strong Marketing and PR strategies. 2. To develop longterm customers by coming up with new and innovative designs and targeting institutional clients 3. To increase profit: To attain sales of 10% in first month 4. To increase brand awareness among people 5. To grow: To open stores out of Pune after first two years

Strengths and core competencies

Handmade/ Handcrafted Products Customization Multiple unique variants Short supply chain

Challenges
Lack of awareness about the product Changing demand from indoor plants to terrariums and catering to this demand Cost efficient procurement of various species of ornamental plants for terrariums (Later, a nursery can be developed as backward integration)

Product Description
miniature landscapes with colourful tropical plants inside glass containers Decorative, attractive and easy to care for recycle their own moisture, hence require little tending Available in a wide range of designs and patterns Appeal to the customers with love for aesthetics small hardy houseplants will be used for making terrariums We intend to keep plethora of terrariums ready for customers to choose from. Customization can be done if asked by the customer.

Market analysis and customer segmentation

Market Description and size

Pune is a highly competitive market with growth in income levels, industrial and real estate boom and increase in population with high disposable income. According to 2011 Census, population of Pune is approximately 94 lakhs 35% of this population comprises of youth between 20 to 30 years of age i.e. 32.9 Lakhs

Market Growth
In 2011, Pune had population of 9,426,959 of which m ale and female were 4,936,362 and 4,490,597 respectively. There was change of 30.34 percent in the population compared to population as per 2001. In the previous census of India2001, Pune District recorded increase of 30.73 percent to its population compared to1991. A large chunk of this growth in population can be accounted to the rapid growth of industries (IT and Automobile sector) and population with high disposable income

Market Potential
The growth in IT and Automobile sector and allied businesses has led to high disposable income and changing lifestyles The mall culture has boomed in the city with 21 major functional malls and equal number of minor malls in different parts of the city Rapidly increasing population has led to space crunch and phenomenal increase in number of apartments especially areas near MIDC clusters such as Nigdi Pradhikaran, Hadapsar, Viman Nagar etc In Pune, there are two cantonment areas with population falling in SECs A and B Pune city is well connected to the cities of Nashik, Ahamadnagar, Solapur & and Kolhapur from where upper and upper middle class customers come occasionally for shopping of home dcor material and visit malls such as Ishanya.

Market Regulation
No such regulations except permission for opening the retail store and the compliance documents will be required

Customer segmentation
sec SEC A Age group 25 and above House Type Mostly appartments Bunglows Sec B houses and Remark For lack of space decorative

row As products

We also aim to target institutions and organizations to put up terrariums in company lobbies, offices etc.

Competitor Analysis

Competitors for Green-Sheen will be the plant nurseries offering loose succulents and ornamental plants, indoor plants, landscaping solutions etc. Our research indicates the presence of nurseries in abundance in the city However, customers perceive nurseries as place for customers who want to purchase pots of indoor plants or sapling for garden etc. Green-Sheen as a brand has to get over this customer perception and sell terrariums as tabletop gardens Plant nurseries do not do extensive marketing and very few nurseries have their own websites Green-Sheen looks forward to making extensive use of technology to reach customers unlike the competitors This will help in reducing the threat of nurseries entering into the terrariums business since we expect that our marketing efforts will help customers recognize and prefer Green-Sheen as a premium brand Also, plant nurseries are not located strategically to attract individual customers and cater mainly to larger customers such as businesses, hotels etc.

Market Entry Strategies

We plan to approach our goal short term by targeting working professionals and corporate with high disposable incomes residing in apartments in top notch areas of the city. The store locations have been chosen keeping this in mind. We also aim to target affluent executive business class and in Midtown and Downtown Pune i.e. areas like Koregaon Park. This segment of customers will buy our products for their aesthetic appeal rather than looking at them as small space garden replacement.

The store launch is planned in the month of December keeping in mind the increased shopping during this month due to festivals and New Year.

Marketing Strategies

Pricing strategies

Store Location and Description

For any retail business `accessibility and `availability are important logistically - We understand this and are paying attention to these factors. As a result, we are seeing one-stop malls that offer both convenience and comfort to consumers. We intend to open 3 retail stores in 3 major locations in Pune where people usually shop for home dcor

Name of Mall Ishanya Mall Town centre, Amanora Westend Plaza

Location Airport Road Hadapsar Aundh

Area in Million Sq ft 6,25,000 12,00,000 5, 70,000

2012 launch objectives

Personnel
Management and Organization Green Sheen operates with 2 Horticulturists An accountant A gardener per retail outlet A delivery boy Number may increase depending on the customers.

Job design for the staff

Horticulturist/Supervisor/Manager: Helps in designing the terrariums, supervises and manages the retail store. Should act as an consultant for choosing the right plant for the right location and should also give after sales service like maintenance. Accountant: Keeps records, manages the day book, attends calls, bill entry, etc,. Gardener: Waters the plants removes the dead leaves, cleans the store, makes terrariums, etc. Delivery boy: Makes delivery of the terrariums, helps in gardening, etc,.

Procurement
Things needed Succulent plants Place of Procurement Common plants from Local nursery and rare plants from Bangalore (since rare succulents are found there)

Glasses containers of different forms Media (FYM, nutrients, coco peat, pebbles, etc)

Local glass house Nurseries (later can be prepared in-house)

Small toys (which fits in terrariums) Living animals (Ornamental fishes, frog, etc)

Local toy shop Aquarium shops

Pesticides

Agri-clinics

Financial Plan

Source of Finance
Bank loan: Rs. 8,00,000

Start-up Expenses Summary

For 1 Retail store(In Rs.) Retail store development Rent Furniture Air conditioner (3 Split A/Cs) Phone Utilities Stationeries Computer LCD 7,500,000 10,000 X 3 45,000 X 3 2,000 X 3 1,500 X 3 500 X 3 35,000 X 3 30,000 X 3 16,00,000 30,000 1,35,000 6,000 4,500 1,500 1,05,000 90,000 For 3 Retail stores(In Rs.)

In-store Staff Horticulturist (2) Accountant Gardener Delivery boy 30,000 X 3 7,000 X 3 8,000 X 3 7,000 X 3 90,000 21,000 24,000 21,000

Capital Expenditures Vehicles (Light Commercial Vehicles) 2,50,000 X 3 7,50,000

Promotion Total Start-up Expenses

70,000 2,46,000

70,000 4,66,000

Revenue Forecast (3- Years)

Yr 1 Yr 2 (100% increase over Yr 3 (150% increase over the previous yr.) Terrariums(approx. each) Manure (20/kg.) 36,500 73,000 730,000 83950 839500 500 1,82,000 364,000 the previous yr.) 418600

Tools and Accessories 3,65,000 (Rs. 500/day)

Consulting(Rs.200/visit)

73,000

146,000

167900

Regular Corporate/office 18,25,000 Sales (as a table top)

36,50,000

41,97,500

Total Revenue

1,09,500

219,000

15,09,950

Costs incurred