Gardens to Grow Final Update SCORE

8/14/2019 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

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