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Sustainability Project

Sustainability Project. Matthew G. Siedlecki mgs@uchicago.edu Final Project 6.1.2007 Prairie Ecosystems: Lessons of Sustainability Past, Present, and Future Instructor: Justin Borevitz Assistant: Geoff Morris. Greener Gardens will solve this problem. Premise.

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Sustainability Project

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  1. Sustainability Project Matthew G. Siedlecki mgs@uchicago.edu Final Project 6.1.2007 Prairie Ecosystems: Lessons of Sustainability Past, Present, and Future Instructor: Justin Borevitz Assistant: Geoff Morris

  2. Greener Gardens will solve this problem Premise • Sometimes things don’t make sense • Like when this slide is not oriented right • And like when there are lots of great products that are good for the environment, but nobody knows about them or where to buy them

  3. Company Description Greener Gardensis a retail store concept. We provide products that not only make your lawn and garden more beautiful, but also make it fun and safe for your family, pets and the environment.

  4. Why build a business to encourage sustainability? • “Green washing” and ineffective labeling standards hurt the credibility of green products with the consumer? • Solution: Build a retail brand that has credibility with consumers • Increase the visibility and availability of environmentally friendly products • 4 out of 10 people don’t know if their stores sell green products (Mintel). They will know our store sells them.

  5. Why build a business to encourage sustainability? • Education • In-store demonstrations and knowledgeable employees will educate our customers • This will also be a key element of our sales efforts. The sales of many products skyrocket when the consumers are educated. • E.g. non-toxic cleaning products. When people realize all of the benefits both to themselves and the environment – they buy

  6. Outline: • Market Analysis • Merchandising • Finances

  7. Market Analysis • Market Size • Customer Profile • Competitors

  8. How big is the market for garden products?

  9. U.S. retail sales of gardening products2003 Prices, Source: Global Market Information Database

  10. There is a tremendously large market for lawn and garden products/services in the United States. • We will tap into this market and promote sustainability

  11. Who are our Customers? • Two key questions: • Who gardens? • Who buys green products? • Are these two groups compatible? • hint: the answer begins with a “y” and ends with an “es”

  12. Gardening By AgeSource: Mintel/Simmons NCS

  13. Gardening By RaceSource: Mintel/Simmons NCS

  14. Gardening By SexSource: Mintel/Simmons NCS

  15. Gardening By IncomeSource: Mintel/Simmons NCS

  16. Typical Gardener Is: • White • Female • 2-4 Member Household • High Household Income

  17. Demographic Changes:Median Age of WomenSource: Global Market Information Database Women are predicted to get older. Our target demographic is predicted to increase!!!

  18. Purchasing Green Products By Age“How often do you buy green products?”Adults with Internet Access, Source: Greenfield Online/Mintel

  19. The perception is that younger consumers are more interested in sustainability • However, it is actually middle-age people are the leading the effort • These are the people who garden. So it works well for our business model!!!

  20. Purchasing Green Products By Income“How often do you buy green products?”Adults with Internet Access, Source: Greenfield Online/Mintel

  21. It is not surprising that wealthier people are more likely to buy green products, as they are generally more expensive • However, the difference is barely significant. Green products appeal to people from all income groups • This means that we do have a large base of people to draw our customers from!!!

  22. Who are our competitors?

  23. Distribution Channels

  24. There are lots of different ways to buy lawn and garden products • There is a trend towards specialization in the retail industry • We can thrive by tapping into the niche market for Greener Gardens • As education and awareness increase our niche market will become the market

  25. Merchandising What are examples of some products we will sell? How are these products better for the environment?

  26. Product Overview • Fertilizers • Seeds • Lawn/Garden Tools • Educational Information • Recycling

  27. Fertilizers • Everyone wants their lawn and garden to look good • There are some problems with traditional fertilizers • Soil fertility can be lost • Nitrogen runs off because it isn’t absorbed fast enough (or too much is applied!) • It can be dangerous to children and animals • It is fossil fuel intensive (lots of problems) • Packaging is also a source of waste

  28. Fertilizers • What if there was a product that addressed these concerns? • There is:

  29. TerraCycleterracycle.net • Made from organic materials headed to the landfill • Processed by worms • Packaged in reused pop bottles It is the first mass-produced product in the world to be packaged in used plastic bottles

  30. TerraCycleterracycle.net • Garden Fertilizer Concentrate • Lawn Fertilizer Concentrate • Tomato Plant Food • All Purpose Plant Food • Potting Mix • Seed Starter

  31. Native Plant Seeds • Provide habitat for native wildlife • Have adapted to their environment • Two implications: • They are more durable than non-native plants • They can live with less-intensive maintenance • That means you get to do less work!!! • There are many great plants that are native to the Chicago area…

  32. Native Plants - Full SunSource: Chicago Wilderness, chicagowilderness.org • Big Bluestem • Little Bluestem • Marsh Milkweed • Smooth Blue Aster • New England Aster • Side-Oats Grama • New Jersey Tea • Prairie Coreopsis (pictured) • Pale Purple Coneflower • Wild Bergamot • Switch Grass • Wild Quinine • Purple Prairie Clover • Shrubby Cinquefoil • Yellow (Gray-headed) Coneflower • Compass Plant • Showy Goldenrod • Indiangrass • Prairie Dropseed • Spiderwort • Ironweed

  33. Native Plants - Partial SunSource: Chicago Wilderness, chicagowilderness.org • Nodding Wild Onion • Wild Columbine • Short's Aster • Tall Bellflower (pictured) • Purple-Sheathed Graceful Sedge • (Midland) Shooting Star • Sweet Joe Pyeweed • Wild Geranium • Alumroot • Sweet (Vanilla) Grass • Kalm's St. Johns Wort • Bottlebrush Grass • Blue Flag Iris • Cardinal Flower • Great Blue Lobelia • Foxglove Beardtongue • Jacob's Ladder • Heartleaf Golden Alexander

  34. Native Plants - ShadySource: Chicago Wilderness, chicagowilderness.org • Maidenhair Fern • Jack-in-the-Pulpit • Side-Flowering Aster • Lady Fern • Black Cohosh • Virgin's Bower • Marginal Shield Fern (Leatherwood) • Virginia Waterleaf • Virginia Bluebells • Cinnamon Fern (pictured) • Blue Phlox • May Apple • Blood Root • False Solomons Seal • Elm-leaved Goldenrod • Great White Trillium • Prairie Trillium

  35. Traditional Lawnmowers • Traditional mowers: • Are expensive: • Expensive to buy • Expensive to fuel • Expensive to service • Are loud • Are Extremely bad for the environment…

  36. Traditional Lawnmowers • It takes a car 100 miles to pollute as much as a lawnmower does in 40 minutes(peoplepoweredmachines.com) • Lawnmowers may account for as much as 5% of all air pollution(EPA/peoplepoweredmachines.com) Souce: Pollution Prevention Institute

  37. Hand Powered Lawnmower • Eliminate the pollution you otherwise would have created • Are cheaper • Are hassle-free • Give you exercise as you take care of your lawn • Are easy to use • Especially important for children and the elderly • Traditional lawnmowers can be difficult to control

  38. Composters • Reduce landfill waste • Creates free fertilizer • Helps the soil retain water • Composting is made easy with our composting supplies

  39. Garden Tools • We will also be source for all of the traditional tools that are needed in the garden • This will make us the “one-stop-shop” for all of your gardening needs

  40. Educational Materials • A selection of books and videos on building lawns and gardens that are healthy and good for the environment will be sold • These products will also help drive sales as people become better educated

  41. Recycling Center • Our store will be a place where people can recycle • Recycling is easy and free to the customer • Our recycling “depot” will be a free service that will introduce the community to our store • Many items are not recycled as often as they could be…

  42. Recycling Center • Motor Oil • Car tires • Packaging “Peanuts” • Batteries • Christmas Trees • Ink Cartridges • Household toxins • Paints, cleaners, etc.

  43. Operational Costs Payroll Rent Utilities/Phone Insurance Advertising/Promotion Finances Key factors that must be addressed • Start-Up Costs • Legal/Accounting • Starting Inventory • Fixtures/Furniture • Opening Promotions • Cash

  44. Operational Costs Payroll • Pay competitive wages • Utilize interns to create in-store demonstrations during peak summer months

  45. Operational Costs Annual Total (Including Payroll) = 154,370

  46. Initial Costs

  47. Special thanks to Chad Helbert Owner/Manager, Pak Mail – Perrysburg, Ohio Chad helped compile and estimate the initial and operating expenses.

  48. Greener Gardens End of Slide Show Matthew G. Siedlecki mgs@uchicago.edu Prairie Ecosystems: Lessons of Sustainability Past, Present, and Future Instructor: Justin Borevitz Assistant: Geoff Morris

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