Rooftop Gardening

Table of Contents Executive Summary 2 Introduction 3 Objectives 4 Mission Statement 4 VISION STATEMENT 5 Goals 5 Value Propositions 6 Functional Value 6 Financial Value 7 Intangible Value 7 Emotional Value 7 Equity Propositions 8 Functional Equity 8 Financial Equity 8 Intangible Equity 8 Emotional Equity 8 Value Communication Plan 9 Market Research 9 Current State of Roof Top Gardens in Dhaka City 10 Opportunities of Roof Top Garden Business in Dhaka City 12 Challenges for Roof Top Gardening Business in Dhaka City: 13 Risk Analysis 15 Internal Risk 15 External Risk 16 Decision 16 MARKETING STRATEGY 17 Product: 17 Pricing: 18 Placement: 19 Promotion: 19 SWOT Analysis: 20 Target Market 21 Market Segmentation 22 Competition 23 FINANCIAL MANAGEMENT 24 OPERATION 26 Inventory Management 26 Flower sapling Collection line 27 Flower Preparation & Processing Line 27  Flower sapling receiving and washing 27  Sapling storing 27  Proper packaging 27 Transport 28 Quality 28 Plant Design 29 Packaging and labeling 29 Value chain: 30 Management, organizational structure & HRM 31 Porter’s 5 Forces 33 Financial Analysis and Investment Proposal 35 Conclusion 51

Executive Summary
Rooftop Gardening is a unique but unexplored content in our country. We have chosen this sector because of the ultimate potential it has for future growth and profitability. Many people in our country badly want free space to breathe freely rather than living in a four-walled cage. Children also lack proper playing grounds causing them to become addicted to computer games, watching TV leading to obesity. Thus, for people having this type of mindset, we have developed our business plan on Rooftop Gardening “Rooftopia”. We believe with this plan, we will able to solve the problems by establishing natural beautification of rooftop through flowers full of fragrance, giving adequate possibility to