Entrepreneurship course of MBA
parinaz
24.pptxCustomer’s Persona
Rose Empathy map
What does she Think and Do?
Do
Take care of her children.
Cooking by herself during COVID-19.
Exploring gardening weblogs and online community.
Finding practical advices in terms of gardening.
Subscribe some gardening websites.
Think
How long the situation of COVID-19 will continue?
Will society face with shortage of food?
Will we encounter increase in price?
How could be safe shopping form big stores?
Gardening can help her and her family from different aspect.
Using her backyard and balcony.
What does she See and Hear?
See & Say
Busy stores and long lines.
News regarding the COVID-19.
Keeping social distances.
Checking gardening websites and journals.
Possible financial issues in her family if COVID-19 would continue.
Talk with her friends who have experience in gardening.
If she has any question in terms of gardening she can google it.
Hear
Buying groceries has a huge risk.
Stay at home.
Disinfected whatever you buy from stores.
Find some advices about gardening in social networks and websites.
New products for gardening at home.
Needs to be more sustainable.
Needs to eat health product to enhance health immune system.
Beneficial to being independent from big stores.
How gardening in home could be an easy task.
Rose’s Pain and Gain
Pain
Concern for her health because of COVID-19.
Concern financially if prices increase dramatically.
The probability of Shortage in food and fruits if the situation would continue.
She is not sure if she is able to grow vegetables and fruits in her backyard.
Gain
Saving money through gardening by herself.
Being safe with staying at home.
Peace of mind.
Do physical activity
Experience gardening.
Spends time in home while she is enjoying gardening.
Customer Journey
Customer Job
Situation:
The offered food may be infected by COVID-19 and not be safe.
The amount of the food that is being provided decreases.
The price of foods and vegetables, especially hygienic ones, increase.
During process of providing and obtaining the food, it may be infected by Corona Virus.
Job:
FUNCTIONAL: She does not have enough information and experience in farming and growing vegetable.
EMOTIONAL: She wants to decrease her connection with shops because of hazards exposed by COVID-19.
SOCIAL: Having access to hygienic and safe food is beneficial.
SOCIAL: she will be sure about healthy and hygienic food being provided.
ROSA
Age: over 35
Household
Customers Pain
Involvement of people in farming and packaging means during the process of producing till buying from store may contain corona.
The amount of food produced may decrease if this situation continues.
Increasing worry about accessing to hygienic foods.
Lack of trust in suppliers during COVID-19 pandemic.
Going out and buying stuff by increasing the interaction with people is risky of infection .
Increasing the price of the food .
Infection of COVID-19 made people need for healthy food increases.
Customer Gain
Less interaction and infection with Covid-19 pandemic.
Satisfaction increases.
Stress and worry decreases because of accessing to healthier foods and products.
Having better feeling since they always access to some kinds of their foods in hygienic food.
Protecting environment and less chemical materials being used for farming along with more hygienic factors to prevent the corona virus.
Decreasing their life expenses.
Staying at home which is more secure when it comes to COVID-19 infection.
Product and Service
Services:
Evaluating the situation and material that needs.
Programing and scheduling of farming.
Platform for protecting products.
Recommendation about the necessity of performing.
Ability to send every stuff and tools that people need for farming.
Products:
Specific Kites to tests humidity of Soil and evaluate situation,
Application that transfers information through that platform.
Programing and recommendation based on the situation, weather, and other elements.
Pain Reliever
Less interaction between people that results in less COVID-19 infection.
People access to safe and hygienic food without virus.
Reducing the stress and the level of worry about situation.
Accessing to healthier food based on recommendations coming out of analysis of soil, environmental situation, kinds of product to plant, size of the land, and amount of product that customer want to farm in hygienic way.
Decreasing the cost of family.
12
Creator Gain
Doing its responsibility for society in situation of COVID-19 pandemic.
Decreasing the interaction with other people which may expose danger of COVID-19.
Helping to produce healthy food.
Helping to decrease the stress and feeling of people about accessing hygienic food.
Positive effect on decreasing the costs for accessing foods which are healthier.
Conclusion
Our goal is to provide a program and facilities to ordinary people who want to produce a variety of vegetables and summer crops in their backyards, such as tomatoes and spinach, without worrying about being infected by COVID-19.Because during the COVID-19 people want to be safe against infection. So, people will have more confidence in accessing healthy foods which are sure not to contain coronavirus. On the other hand, the physical interactions of people who go to store to buy their food decrease. It will help to protect the environment as well when this pandemic is over.
SWOT Analysis
Simple instruction
Affordable
Sustainable
Safe
Tangible result in a short term
Financial benefit
Lack of advertising
Lack of infrastructure
Social network is not expanded enough
Opportunities
Threats
Shopping groceries is a risk due to COVID-19
Online platform of business
Sharing data with other customers
Online customer service
Updating data automatically
Economic recession
Competitors like ava-grows
Representing same services and products by competitors
End of COVID-19 could make our customers less
Removing us as a mediator by customers
Strengths
Weaknesses
P
E
S
T
E
L
Political:
The insufficient support of the Government
Economic
Recession may happen after Covid-19.
Price of food increase
Social
There is limitation of communication.
Huge fear about infection of Covid-19
Technology
The development of new technology can jeopardize the future of our company.
Environmental
The pressure of community for the friendly environment
Legality
The rule of social distance because of the safety during the Covid-19 Pandemic.
Market Size
2015 revenue is less than 210$ billion
2017 revenue is 210$ billion
2023 revenue is 236.4$ billion
Different competitors categorize
In terms of device
Ava Grows
Tower Garden
Aero Garden
In terms of service and advice
Victory Gardening
Start Organic
Smart and indoor gardening. Have ability to harvest 5 kinds of things by Pods that provided by company.
Pre- seeds, free soil.
Have application and can get recommendation or reminder for harvest, watering, cleaning and all the information that need.
Connect to Wi-Fi and QR code to connect to the system. Price start 79 $.
AVA Garden
Tower Garden
Capacity to Garden indoor and outdoor.
For indoor gardening the Tower Garden LED Light Kit is necessary.
It has Pump, timer and drain tube, Mineral Blend plant food (2 gallons) and measuring cup, pH test kit and one bottle each of pH adjusters.
It includes seeds, nutrients, supplies for growing.
Instead of soil rockwool use for growing.
Cost : $62.50 per month for 12 months.
Capacity to grow 20 plants
Aero Garden
Indoor Garden
It includes garden, seed, and all accessories that is necessary
Plants Grow in Water 5x Faster Than in Soil
No Herbicides, No Pesticidas, Non-GMO Seeds
Based on the size of the garden that have Pods prices are differente:
3 Pods : $99.95
24 Pods : $599.95
Victory Garden
Goods:
Garden Beds (Cost: 185- 350 $)
Fertilizer (Cost: 20-30 $)
Supplies
Starters
Seeds (Cost: 20-30 $)
Services:
Consultations (Cost: 75 $)
Education (Cost 150$)
Maintenance (Cost: 75- 145$)
Workshops
Start Organic
They offer the online course about the gardening and solving the problem.
Cost of the course is 299 $.
If people is not satisfy from the material of the course they refund the fee.
This company manages corporate garden programs with PayPal, Tesla, Intuit, Stanford University and more.
Services:
Weekly garden visits, monthly classes, and seasonal maintenance services.
In these days by pandemic of COVID-19 they have virtual workshop and classes.
Luxury
Economy
Hard instruction
User friendly
House Gardening
2 By 2 Model:
Consulting
Service
Affordable
High price
House Gardening
| House Gardening | AVA Garden | Tower Garden | Aero Garden | Victory Garden | Start organic | |
| Price | Low | High | High | High | Depend on the selection | Depend on the course selected |
| Product and service | Offer Information and tools related to gardening | Have special garden for gardening of its product | Have special garden for gardening of its product | Have special garden for gardening of its product | Online course and theoretical data and tools for gardening | Online course and theoretical data |
| Customer service | YES | YES | YES | YES | YES | YES |
| User friendly | YES | YES | YES | YES | - | - |
| Provide the additional Tools that necessary for gardening | YES | Only provide the materials related to its product | Only provide the materials related to its product | Only provide the materials related to its product | Yes | No |
Comparison Matrix Positioning
Petal Diagram
