Exploring Urban Agriculture in Developing Countries: A Review

The provided content is a review on urban agriculture in developing countries. It highlights the potential and challenges of rooftop gardening and other forms of urban agriculture. The authors emphasize the importance of sustainable management practices, natural resource conservation, and community engagement to ensure the long-term success of these initiatives.

STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Strategic Business Plan – Business Plan Proposal for Biotic Axis
Lecturer Name: Mr. Rajendra Kumar
Deepa Priscilla - B00321930

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Table of Contents
Chapter 1..........................................................................................................................................6
Introduction......................................................................................................................................6
1.1 Title........................................................................................................................................6
1.2 Abstract..................................................................................................................................7
1.3 Rationale for the Business Idea.............................................................................................7
1.4 Scenario Chosen....................................................................................................................8
1.5 Aims and Objectives of the Project.......................................................................................9
Research Aim...............................................................................................................................9
Research Objectives.....................................................................................................................9
1.6 Structure of the Project........................................................................................................12
Chapter 2........................................................................................................................................13
Literature Review..........................................................................................................................13
2.1 Literature review on organic urban farming industry..........................................................13
2.2. Industry size........................................................................................................................17
2.3 Growth rate..........................................................................................................................18
2.4 Major players or competitor analysis..................................................................................21
2.5 Business idea explained in detail.........................................................................................22
2.6 Marketing mix analysis........................................................................................................22

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2.7 Segmentation.......................................................................................................................30
2.8 Target market.......................................................................................................................31
2.9 Positioning...........................................................................................................................32
Chapter 3........................................................................................................................................35
Research Methodology..................................................................................................................35
3.1 Research Methods undertaken.............................................................................................35
3.1.1 Research philosophy.....................................................................................................35
3.1.2 Research approach........................................................................................................37
3.1.3 Research design............................................................................................................38
3.1.4 Research method...........................................................................................................40
3.2 Market research...................................................................................................................41
3.2.1 Data collection method.................................................................................................41
3.3 Feasibility study...................................................................................................................42
3.3.1 Reliability.....................................................................................................................45
3.3.2 Validity.........................................................................................................................45
3.4 Resource requirement evaluation........................................................................................46
Ethical issues.........................................................................................................................46
Limitations.............................................................................................................................47
Chapter 4........................................................................................................................................48

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Results and Discussion..................................................................................................................48
4.1 Strategic Analysis................................................................................................................48
1. Value chain analysis..........................................................................................................48
2. SWOT analysis..................................................................................................................50
3. Product Life Cycle.............................................................................................................51
4. BCG Matrix.......................................................................................................................52
5. Generic Strategy................................................................................................................53
6. Balanced Scorecard...........................................................................................................54
7. PEST Analysis...................................................................................................................55
4.2 Selection of strategies for success.......................................................................................55
4.3 Development of appropriate Business Model......................................................................56
4.4 Findings from data collected...............................................................................................57
Chapter 5........................................................................................................................................85
Conclusion.....................................................................................................................................85
5.1 Business Plan Schedule.......................................................................................................85
5.2 Discussion of critical success or failure factors...................................................................86
Critical failure factors............................................................................................................86
Critical success factors..........................................................................................................86
5.3 Recommendations................................................................................................................87

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References and Bibliography.........................................................................................................89

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Chapter 1
Introduction
1.1 Title
Agriculture is one of the most important industries in almost every country especially in
India. Agriculture assists human beings in growing food and comprises of farming and growing
crops. The different aspects of agriculture act as contributing factors to the development of a
country.
The study focuses on the importance of rooftop organic farming and the adopted methods
in order to promote it in the community. It is expected that rooftop farming will become more
and more accepted in the coming times, as it will help in the sustainability of the environment as
a whole. Every house in which it would be done would not only become sustainable in producing
its own healthy food, it could also create carbon credits as it is a extremely water competent and
very low energy agricultural scheme which has been shaped. The cost of buying the vegetables
will be reduced. The wastage cost will also not be incurred if more and more adopt this method
of farming in their houses. Also by growing fresh vegetables on the rooftop, the unutilized
rooftops can be covered with a natural green cover, which is responsible for considerably
bringing down the temperature of the building therefore reducing the power consumption of the
building. In addition, the containers used for growing the organic vegetables on the rooftop can
be used for catching the rainfall and harvesting it (Mandel 2013).

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1.2 Abstract
There has been the introduction of the organic rooftop farming in Chennai as the
Horticulture department had taken the decision to conduct a mega campaign in Chennai to
promote the vegetable cultivation on rooftops. The campaign, held in over a hundred centers will
be in accordance with the Chennai Corporation. The Chief Minister launched the scheme and it
proved to be immensely successful. This particular study aims to focus on the importance of
rooftop organic farming and the methods to be adopted for its proper knowledge and
implementation in the community. There needs to be certain awareness among the people, in
order to adopt this very innovative technique and benefit from the implementations.
1.3 Rationale for the Business Idea
The core concept of the business is basically to promote the rooftop organic gardening in
the Chennai household. The idea aims to build a network of rooftop gardeners collecting the
daily harvest and the distribution of the vegetables and fruits for wholesale buyers, functions as
the wedding caterers. The business idea aims to minimize the cost of farming lands and workers
by using the house based farming and on the other hand maximize the profit by the production of
low cost products and offering of the products at a very competitive price.
There have been issues related to the pollutants, which cause greenhouse effect. Due to
the green house effect, many plants and trees have decayed. The natural produce has also
suffered due to increased natural calamities, the use of pesticides for farming has brought in new
diseases, and there have been several side effects to human beings as well as the environment.
Therefore the adoption of rooftop organic gardening is a modern approach to comprehend the ill

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effects. The use of technology can assist the promotion of this method and can also open more
and more opportunities for future growth in the business and nature can also be improved.
It is desirable to layout feasible changes and build suitable strategies for enhancing the
housetop occupation in the urban condition. Rooftops in the urban areas focus on the immense
capability of the underused spaces. The rooftop farming will promote local households in order
to be economically self-sufficient. This aspect is also aimed at in the given research.
Three particular correlations are considered. These are potential natural, sparing and the
social advantages. The rooftops also give additional social advantages that exceed any extra
auxiliary prerequisites, operational necessities and related expenses. The study also aims to
research on the housetops and to study the contrast between the traditional green rooftops and the
profitable green rooftops. The business plan aims to study all the aspects of the proposed farming
plan to ensure that there are no shortcomings in the findings and the analysis.
1.4 Scenario Chosen
The chosen scenario is that of organic rooftop farming and gardening specifically in in
Chennai household. The importance of the rooftop gardening in the present world is to be
identified with the help of the present study. The scenario has been chosen in order to introduce
the concept of recycling the garbage. This mineral rich waste needs to be incinerated and placed
in landfills. This mineral rich waste could be transformed into compost and utilized for fertilizing
soil for urban farming. This project if successful will be responsible for the growth of
biodiversity in the different parts of the country and be successful in Chennai. It will also be seen
whether biodiversity is introduced or properly accommodated in the given localities or the places

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of Chennai, which have been covered in the study. The population in the southern parts of India
is known to be the most literate, therefore the concept of organic farming and rooftop gardens
can improve the learning capabilities of the children residing in homes having rooftop gardens.
The gardens also account for improved socialization and therefore assist in the proper realization
of community feeling.
1.5 Aims and Objectives of the Project
Research Aim
The most important aim of the research study is to highlight the impact of organic rooftop
farming in the modern world. The development and the methods of improvement of the project
ideas also aim to be studied clearly. The study also aims to see how the implementation of the
project helps in the improvement of individual lifestyle and the environment. The concept of the
rooftop gardening in the modern world aims to be understood. The research also aims to develop
an application for the promotion of the selected concept.
Research Objectives
Objective 1: To critically evaluate the organic rooftop farming activities in current business
circumstance
There are several benefits of the rooftop gardening which the project aims to achieve and
implement. First keeping the technical aspects aside, the point that can be mentioned in
connection to the organic gardening is that of happiness. Being surrounded by nature and green
spaces help a person to stay mentally healthy and help in the cultivation of overall happiness. In
addition to this it can be said that due to the decreased pollution levels and increase in water and

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air quality provided by the rooftops, the demands for health care and stress could be reduced.
The lower stress levels also means more contented and more prolific individuals in all walks of
life (Novak 2016). Thus, the study aims to develop the concept of rooftop gardening and
promoting it to the world. For the purpose of the study, several secondary articles will be
researched in order to justify the aim of the research. This will ultimately help in understanding
whether the research has been successful in development of the concept of organic farming and
rooftop gardening. The project aims to be implemented in such a way that the research questions
can be successfully answered
Objective 2: To evaluate the economic variable of rooftop to moderator its position
In this context, the objectives will be formed which help in understanding the concept and
help satisfy the aim of the research. The objectives include the evaluation of the organic rooftop
activity in the existing business circumstances. It also includes understanding the economic
variable of the rooftops to moderate its position. In addition to this it aims to analyze the ways in
which rooftop gardening can be promoted. Finally, it also aims to recommend the ways in which
the chosen concept can be improved in the future. The plants in the rooftops not only retain
rainwater but also help in the moderation of the temperature acting as natural filters for any water
that runs off the building. The chances of water being run off however are also decreased by the
rooftop gardens reducing the impact, which might have to the city and the possibility of local
flooding (Orsini et al. 2014). The rooftop gardens can also lead to less and more effective use of
energy. These gardens provide huge insulation retaining the heat in winter and keeping the
temperatures cool in summer. The rooftop gardens comes another environment friendly and
booming initiative, which is that of urban agriculture (Viljoen and Howe 2012). This involves

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the utilization of the green roofs as the miniature farms that produces fresh vegetables. The
rooftop farming or the gardens also provide insulation, which is not only applicable in case of
temperatures but also in case of noise. The combination of soil and plants help to absorb, reflect
or deflect sound waves providing the building with excellent noise reduction particularly for
sounds of low frequency. Thus, it is beneficial in decreasing the noise pollution in the busy cities
or areas that are located near airports or flight paths (Specht et al. 2014).
Objective 3: To analyze ways by which rooftop gardening can be promoted
The project also aims to improve the air quality, which is a crucial factor. The rooftop
gardens add to the decrease and filtering of polluted air particles and gases, not only through the
plants and the photosynthetic procedure but also by statement in the growing gap. The green
roofs may also assist in the reduction of the distribution of the dust in the air and the production
of smog, which leads to the decrease in the green house emissions in the urban areas. In this
connection, it can be said that large number of roofs in a city could have a obviously optimistic
contact (Hamilton et al. 2014). There are several positive aspects of the gardens in terms of
controlling the heat in the environment. The rooftop gardens positively affect the urban Heat
Island effect. The increased levels of temperature are present in almost all the urban areas. The
cities therefore are extremely hot in summer leading to an increased use of air conditions and
other cooling technologies. This effect decreases with more and more green spaces, which are
incorporated in a city (Orsini et al. 2013).
Objective 4: To recommend ways to improve the concept in the future

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Rooftop gardens could definitely add to a decrease in the waste thus allowing the
materials and knowledge in the building to last longer. This can comprise the waterproofing
membranes used on the roof and the decreased use of heating, airing and air conditioning
scheme. This method of farming also helps in the effective use of rainwater. It is believed that
the rooftop gardens are the best way to utilize rainwater in the best possible manner (Grard et al.
2015). The plants on the green roofs utilize the rain straight away and sometimes the surplus is
stored so that it can be used later. In the summer months, the rooftop gardens can retain around
80% of the rainfall while in winter it can be up to 40%. Therefore, after the water is used, it is
returned to the atmosphere through transpiration and disappearance (Whittinghill, Rowe, and
Cregg 2013).
1.6 Structure of the Project
In order to undertake the project the analysis has been divided into chapters. The first
chapter starts with an introduction to the study and this includes the title, a brief abstract
regarding what the project aims to put light on. Then the business idea and the rationale for the
business idea are explained clearly. Then the chosen scenario is explained clearly. The aims and
objectives of the project are also mentioned properly. The second chapter is the literature review
which discusses about the industry size, the growth rate and also explains about the major
players and a competitive analysis is performed. This is followed by a detailed explanation of the
business idea followed by the marketing mix analysis, the segmentation, target market along
with the positioning.
The third chapter deals with the adopted methodology of the survey and an explanation is
given of the research methods to be undertaken, the primary and secondary market research, the

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feasibility and finally the resource requirement evaluation. Chapter four is the results and
discussion section comprising the strategic analysis of the business idea, strategy selection for
success, development of business model and findings after data collection. Chapter five deals
with the business plan schedule, the discussion on critical success and the conclusions and the
recommendations are mentioned in the study.
Chapter 2
Literature Review
2.1 Literature review on organic urban farming industry
As rightly put forward by Gupta and Mehta (2017), one of the most significant issues in
India had been to generate sufficient food for the growing residents. In addition, high-yielding
range is being used with mixture of irrigation water, pesticides or fertilizers. Furthermore, people
who were interested and active in this movement later accepted the organic movement in India.
However, organic farming is one of the manufacture schemes that avoids or leave out apply of
synthetic fertilizers, livestock feed additives as well as growth regulators and pesticides
(Hamilton et al. 2014).
According to Whittinghill and Starry (2016), the main purpose of ecological, communal
and financial sustainability are the fundamentals of organic farming. In addition, the key features
involves defending the long-standing fertility of soils by upholding organic matter levels as well
as development soil biological action and cautious automatic interference. Proper emphasis has

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been given on maintaining the soil fertility by returning all the wastes for composting the gap
between NPK addition as well as elimination from the soil (Velmurugan et al. 2016).
Mishra (2017) argues that there are several key factors that affect consumer demand for
organic food and it means health awareness as well as enthusiasm of the public for paying for
high priced produce. It is noted that the consumers of organic products are wealthy as well as
health conscious groups who are spurred by strong consumer demand and it deals with concern
with the situation (Das et al. 2014).
As rightly put forward by Boyer and Ramaswami (2017), rooftop gardens are man-made
and these gardening can be done at rooftops and at buildings. These buildings can be either
commercial settlement area or domestic houses. These rooftop gardening came into existence for
fulfilling multiple scenarios or situations. In addition, the rooftop garden should be used properly
for growing produce, providing space for the children where they can play and decorate their
houses so that it looks beautiful. It is noted that there are two types of gardens that exist and
these are extensive gardens and intensive gardens (Ferdous et al. 2016).
As rightly put forward by Boyer and Ramaswami (2017), extensive garden type is treated
as the rooftop gardens. Due to this, it need less maintenance as well as not intended for
sightseeing in any form. In addition, the other type is the common garden that is used by human
beings. It is known that rooftop gardening holds for specific benefits over intensive garden type.
Without interference from human beings, it is not possible to opt for rooftop organic farming. By
rooftop organic farming, individuals can produce fruits or vegetables in the garden as well as sell
it to the customers. By rooftop organic farming, it is easy to maintain environmental

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sustainability as well as encourage fresh produce, as it will directly help in improving food
quality of the people. Therefore, the concept of rooftop organic farming can help in the future
developmental activities of the rooftop garden in and across the world (Rao et al. 2015).
According to Buehler and Junge (2016), rooftop organic gardening is one of the
innovative way for maintaining the sustainability of the environment. In addition, there are
several benefits of rooftop organic farming as it help in promoting healthy lifestyle as well as
conserving greenery of the environment as a whole. Furthermore, it is noted that rooftop organic
gardening as well as its advantages provide guidance to people who are interested to eat healthy
and enjoy gardening at their residence. In these modern days, it is noted that rooftop organic
farming is one of the best ways for promoting a unique idea through use of social media.
Individuals who are involved in rooftop organic farming business can easily send pictures or
written about the concept in blogs. Blog writing about concept of rooftop organic farming will
guide Chennai households not only by providing vegetables but also to make extra income with
the sales. Furthermore, the promotion of rooftop organic farming guide Chennai households to
earn extra profit and improve in getting higher standard of living and healthy lifestyles at the
same time. However, mobile application is one of the ways that should be developed as it will
help rooftop organic farming for promotion purpose by single click by the individuals. Here,
individuals have the facility to post their daily harvest as well as business planner by picking up
ways to enhance or augment sales or boost up sales to be precise. Use of mobile application will
help in providing stiff competition to the retail sectors who are even indulged in the sale of fruits
and vegetables. Therefore, mobile application should be used in a way where it help in placing

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orders as well as ensure ways where sellers can meet the demand of the people to good effect at
the same time (Nasr, Komisar and de Zeeuw 2017).
As per Shrivastava (2014), rooftop organic gardening are enjoyed by individuals who
love to grow fresh produce all by themselves and believes in consumption of organic healthy
food so that they remain fit and healthy throughout their lifespan. Stress can be removed by the
individual who show interest in rooftop organic farming where they can spend long working
hours to look at this and feel relaxed at the same time
According to Soni and Salokhe (2017), designing of rooftop organic farming help in
keeping the environment clean where people are interested to eat healthy for a safe lifestyle. In
addition, rooftop organic farming can bring improvement the quality of air as well as decreasing
the wastes that exist in the current modern environment. Furthermore, it can be done by
contributions that are made by the plants at the time of process of photosynthesis. However, the
design of rooftop organic farming will guide in improving technologies to long last in the
buildings as well as decreasing the emission of wastes in the current modern environment. In
addition, it is noted that rooftop organic farming can be used for reducing heat from the
atmosphere. Rooftop organic farming reduces the settling of heat on the roof as well as keeps
building cool even during hot days. It is known that rooftop organic farming helps in maintaining
proper balance between the heat as well as cold temperature in the building. Therefore, it is noted
that the most significant use of rooftop organic farming is considered as storage of rainwater at
the same time. It is even notified that rain from the atmosphere is used as well as excess water is
even retained by the rooftop garden where more than 80% of the rainfall can be stored by the
rooftop gardens (De Bon, Holmer and Aubry 2015).

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2.2. Industry size
Figure: Organic Rooftop farming presents $23 billion (2013 to 2017)
(Source: Shome et al. 2015)
There is huge market opportunity in rooftop farming as presented in the above diagram
from the year 2013 to 2017. Investors are curious to know how many farms there actually are
and asked about how big the market is for organic rooftop farming. In addition, potential new
farms need to understand about competitive landscape. However, retailers try to understand from
whom they can purchase products that are needed in rooftop farming (Caputo, Iglesias and
Rumble 2017).
Recently, there is lot of hype about rooftop farming and these farms are located in a fully
enclosed box by using artificial light to grow crops and vegetables. It is further noted that the

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existing market for these farms are too small but are tremendously growing. While rooftop
farming constitute small part of the industry today where it plays major role in driving
technological innovation as well as industry awareness. Furthermore, rooftop farming is any
farm with an element of control to the environment as well as protecting crops and vegetables
from the outdoors.
2.3 Growth rate
Figure: Economic growth in India in 2017
(Source: de Zeeuw et al.2017)
With the rising number of buildings and the deceasing open space, it is noted that rooftop
gardening is emerging as a perfect option currently. By rooftop gardening, plants and vegetables
can be handled by care by the individuals who are interested in gardening activities. Almost all

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houses in Chennai had garden because plenty of space was made available (Bhattacharya et al.
2015).
Figure: Solar rooftop in India
(Source: Monira et al.2016)
Rooftop garden does not need much maintenance as well as it is not even time
consuming. People who are interested to gardening can devote 10 to 15 minutes of time daily to
the garden and the allocated time is sufficient for its upkeep. Organic as well as homegrown
vegetables are a healthy alternative to the pesticide-ridden vegetables that are available in the
market. In addition, big plants as well as trees cannot be grown on residential or household
terraces due to its weight. Rooftop gardening is possible in any place in the terrace or balcony
which has access to sunlight for at least 4 to 5 hours per day and this place can be treated into a
vegetable garden (Bharti, Sukhadane and Remya 2015).

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Figure: Rooftop farming in Chennai
(Source: Munjal et al. 2016)
Rooftop organic farming is seen as becoming more and more popular in recent times as
people are now interested to eat healthy organic food for better lifestyle. There is several reasons
to it where it is noted that each house would not only become self-sustainable in producing own
healthy food and adding up to generate carbon credits as it is highly water efficient as well as
very low energy farming system as and when needed (Byravan et al. 2017). It is realized by most
of the people or individual that 70% of the money they are paying for kg for vegetable is actually
the cost of transporting it as well as cost of wastage at the same time. To that, farmers will stop
growing vegetables by seeing the water table around the cities that is going down. There are
various benefits to rooftop organic farming as growing fresh vegetables on the rooftop will help
in covering un-utilized rooftops with a natural green cover that will mainly bring down the
temperature of the building as well as reduce power consumption of the building as a whole.
Therefore, the containers used for growing these organic vegetables on rooftop can be effectively

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used for catching rainwater as well as harvesting activities in the most appropriate way (Das et
al. 2017).
2.4 Major players or competitor analysis
There are several roof gardening services in Chennai that competes with one another.
Some of the major players are mentioned below with proper justification:
Maddi Thottam Organic Terrace Gardening- The type of property of business or
commercial and coverage area is 1000 to 3000 square feet.
Terrace Gardening- The type of property is home and coverage area is less than 500
square feet.
Roof gardening services- It is noted that the company provides roof gardening services
to the target clients. The company provides roof gardening services where it is found its
wide applications especially in residential areas as well as industrial areas such as multi-
storey residential buildings and other places as well (Haberman et al. 2014).
Rooftop Garden- These are amongst reliable names found in this sector where the
company provides rooftop garden. The features include highly fragrant, offers health
benefits as well as purifies air (Bhattacharya et al. 2015).
Rooftop gardening service- The qualified team of professionals offers supreme quality
range of rooftop gardening services. The features include precision engineered, executed
by professionals as well as quick and prompt service.
Roof garden- One of the features of this roof garden is dedicated skilled experienced
professionals as well as higher competitive edge and in-time delivery guarantee.

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2.5 Business idea explained in detail
The business idea in this plan is to promote rooftop gardening within the household sector in
Chennai. This business idea was selected as designing rooftop gardens in the buildings will
prove advantageous and beneficial to both people as well as nature. In addition, benefits from
rooftop garden will help in the growth of the concept as well as provide a sense of relief in the
minds of people (Kumar and Meena 2016).
Companies who desire to assist households in Chennai to promote rooftop gardening often face
problems such as they do not have enough capital. Mostly, companies who will promote rooftop
gardening should have proper knowledge about gardening sector and should have high market
share and faces threat from rivalry firms (Meena et al. 2017).
The mission statement of company who provide gardening services to Chennai households aims
at providing high quality gardening services. They aims at attracting as well as maintaining
customer interaction by providing service in best way that meet or exceed customer expectations
The vision statement of company is to be market leader with minimum market share in a way
where they aims at expanding the business coverage more area of Chennai by the end of 2030.
Company desire to start up business with experienced gardener as well as skilled designer and
workers (Hamilton et al. 2014).
2.6 Marketing mix analysis
Product- The product of rooftop gardening services includes rooftop fountain service,
renovation of gardens, garden equipments services, landscape gardening as well as landscape

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maintenance. The main aim of the company or business is to plant happiness. Companies should
offer packages to the households of Chennai such as home décor packages, gate gardening
packages, rooftop gardening and elementary packages. Under rooftop packages, it includes
rooftop pleasant, rooftop classic and rooftop grandee.
Figure: Home décor packages
(Source: Viljoen et al. 2015)
Figure: Gate gardening packages
(Source: Kumar et al. 2016)

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Figure: Rooftop Pleasant
(Source: Viljoen et al. 2015)
Figure: Rooftop Classic
(Source: Viljoen et al. 2015)

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Figure: Rooftop grandee
(Source: Viljoen et al. 2015)
Offered products
Flowers
 Premium
 Regular
Fruits
 Native
 Foreign
Herbs
Vegetables
Price

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There are two pricing strategy that should be evaluated by companies who desire to assist
the households in Chennai. These pricing strategy include cost based pricing and value based
pricing (Hamilton et al. 2014).
Customer segment Product Price
Upper Class
Décor package 20,000 to 50,000
Gate gardening 7000 to 25,000
Rooftop classic 25,000 to 35,000
Rooftop grandee 45,000 to 85,000
Upper middle class
Décor package 20,000 to 50,000
Gate gardening 7000 to 25,000
Rooftop classic 25,000 to 35,000
Rooftop grandee 45,000 to 85,000
Elementary package 750 to 12000
Middle class
Décor package 20,000 to 50,000
Gate gardening 7000 to 25,000
Rooftop classic 25,000 to 35,000
Rooftop grandee 45,000 to 85,000
Elementary package 750 to 12000
Price adjustment strategy
The company should give seasonal discount to the households in Chennai that ranges
between 25 to 30% during seasonal times (April to May). In case of psychological pricing,

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company should give free installation as well as maintenance services for a period of 9 months.
In case of differentiated pricing, there are various packages for different customer segment with
different range of prices (Hamilton et al. 2014).
Place
The selected situation is that of organic rooftop farming as well as gardening in Chennai
household. The population of Chennai is quite educated and literate where these people have
knowledge about organic farming as well as rooftop gardens that has the ability to improve the
learning capabilities of the children that reside in home that have rooftop gardens. In addition,
the gardens take into account improved socialization as well as assist Chennai households about
community feeling.
Promotion
Business to customer
Radio
Build Board
Print Media
Social Media
Campaign
Business to Business
Direct Marketing
Brushier
E-mailing
Radio

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Day 7am to 10
am
10 am to
12 pm
12 pm to 4
pm
6 pm to 8
pm
8 pm to 10
pm
10 pm to
12 am
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Very high 8 times in an hour
High 6 times in an hour
Medium 4 times in an hour
Low 2 times or less in an hour

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Print Media
Daily Star
Financial Express
Social Media
Facebook
Instagram
Twitter
Promotional campaign
When July to August
Where School, Universities and colleges
What Awareness
Planting trees
Maintenance
Various use and benefits of different plans
Packaging
Companies who will promote rooftop gardening should opt for new strategies for
sustaining in the current marketplace. This company should lower the price of packages by
offering combo packages. The company should guide householders and give 24 hours customer
care. The company should provide packages in relevant cost as well as fewer depredations on
loan or debt (Hamilton et al. 2014).

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2.7 Segmentation
Business to customer segmentation
Geographic North Chennai
Central Chennai
South Chennai
Demographic Income level:
1,60,000 to 2,00,000 per month
1,00,000 to 1,50,000 per month
50,000 to 1,00,000 per month
Psychographic Social Class
Higher class
Higher-middle class
Middle class
Lower class
Business to business segmentation
Geographic North Chennai
Central Chennai
South Chennai
Business criteria Restaurant
Universities
Corporate offices

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2.8 Target market
Customer segment
Customer segment is further divided into two main categories. The first customer
segment is business to business and other one is business to customer (Hamilton et al. 2014).
Business to Customer
 Middle class
 Upper middle class
 Upper class
Corporate
 Décor package
 Rooftop classic
 Rooftop grandee
Middle class
 Elementary package
 Gate gardening
 Rooftop classic
 Rooftop pleasant
 Décor package
Upper middle class

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 Décor package
 Gate gardening
 Rooftop pleasant
 Rooftop classic
 Elementary package
Upper class
 Décor package
 Gate gardening
 Rooftop grandee
2.9 Positioning
The positioning is done by knowing the perceptions of targeted households in Chennai
about what they understand about rooftop organic farming. The main purpose of the business
plan is to position how rooftop organic farming can attain success in the near future and provide
benefits to the Chennai households (Das et al. 2017).
At the end of the section, it is analyzed from the literature review section that there are
several benefits of rooftop organic farming. However, still there is some gaps or can be said
limitations that exist and limit use of applications in this modern world. One of this is the fact
where factories cannot design this innovative nature as it contains chimneys that emit pollutants.
These pollutants can be harmful to the garden where the emissions are mostly poisonous by
nature. Furthermore, effectiveness of the rooftop organic farming cannot be taken into account in
this particular context. In addition, rooftop organic farming had been designed in the building

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especially of commercial sectors that cannot be easily contaminated by the presence of men.
Therefore, it is clearly mentioned in the literature review that rooftop gardens treated as good
stress reliever as well as involvement of men can be consequence of the design in the most
appropriate way.
It is recommended to make portable rooftop organic farming kits that help Chennai
households for performing different things such as growing fresh organic vegetables with very
little water. Rooftop organic farming will help in reducing electricity consumption by developing
a natural green cover on rooftop. In addition, rooftop organic farming leads to harvest rainwater
as well as generate carbon credits in the most appropriate way. There are various unique features
of rooftop organic farming that is needed to mention in the current business plan and in this
literature review section. In soil-less medium, it is noted that the company should develop own
proprietary organic soil-less medium that is 3 times lighter than soil as it never replaced after it
has been filled in the rooftop organic farming. In case if lightweight, portable, leak-proof
containers, it is noted that containers are stabilized by UV rays as well as withstanding the
climate extremities on the rooftop for at least 3 years. In case of sub-surface drainage for
rainwater harvesting, it is noted that the containers catches rainwater that can be channelized by
using sub-surface drainage system that is installed at the bottom of the containers. In case of
highly water efficient drip irrigation system, it is noted that with just one bucket of water, 100
plants can be irrigated at the same time.
There are several reasons to consider rooftop organic farming as it help in making use of
unused or underused space. In addition, rooftop organic farming is environmental friendly
situation. One of the easiest ways to approach rooftop organic farming is the use of containers as

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well as raised beds. It can be created by any style of rooftop organic farming by using container-
grown plants from simple herb plants to a formal as well as elegant potager.

37STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Chapter 3
Research Methodology
3.1 Research Methods undertaken
In this specific study, the researcher has undertaken secondary research in order to gain
information about the research topic on the significance of rooftop organic farming and the
methods adopted for promoting it in Chennai household.
3.1.1 Research philosophy
The research philosophy usually helps the researcher in categorizing the research
principle by using the facet of study. There are mainly four kinds of research philosophy such as-
positivism, interpretivism, pragmatism and realism.
Positivism describes about the scientific collection of data and positive facts that is
received from senses known as empirical evidence. This philosophy holds the society including
physical world that operates according to the general laws. This positivism approach basically
holds the reality where suitable knowledge has been found to be utilized from obtaining access to
verified data. In this particular approach, the information obtained is interpreted with the help of
proper reason as well as logic, which forms exclusive source of the knowledge. Therefore,
positivism approach considers that the reality has been stable.
Interpretivism approach refers to one of the social approaches belonging to social
science, which opposes to the positivism approach. This approach is related to idealism and is

38STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
mainly used by utilizing qualitative research. The researchers applies interpretivism philosophy
in order to interpret elements associated to the research study as well as incorporate human
interest into the given research study.
Realism philosophy refers to research philosophy that depends upon the ideas, which are
independent of reality from the human kind. This approach relies on the some reality facet that is
independent of beliefs as well as perceptions.
Pragmatism approach is one of the research approach that facilities in assessing the
theories utilized in research in the form of practical application.
In this particular research study, interpretivism research philosophy has been used. This is
because qualitative research is used for collecting the data, which is then used to evaluate this
concept. Moreover, this intrepretivism philosophy has been chosen to highlight upon the various
aspect of the study.

39STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Figure 1: Research philoshophy and approach in research onion
Source: (Panneerselvam 2014)
3.1.2 Research approach
Taylor, Bogdan and DeVault (2015) opines that the research approach facilitates in
formulating the plan that is necessary for conducting the research. There are mainly two types of
research approach namely- inductive approach and deductive approach.
Deductive approach refers to the research approach that is concerned with developing the
hypothesis based on the existing theories. This approach is also concerned with hypothesis
testing in order to plan the research strategy and formulate in operational form. This research
approach also provides importance on testing casual relationship that is attained on generic
situations. In deductive approach, hypothesis is tested with proper implementation of relevant
procedures. After obtaining the result from the hypothesis, the researcher examines it and then
either accepts or rejects it accordingly. The researcher then modifies the theory in that condition
when the hypothesis is not confirmed. Deductive approach deals with qualitative data.
Inductive approach refers to the approach that usually starts with particular observations
and detects regularities as well as patterns. In inductive approach, the researcher gathers data and
examines the pattern in order to innovate new theory. This approach utilizes the observations in
order to develop common principles about the about the specific subject. The researcher
develops general theories by formulating tentative hypothesis.

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For the objective of this research study, the researcher has used the deductive approach in
order to focus on importance of rooftop organic farming in the modern world on the basis of
given theories. It also helped the researcher to design the research strategy to develop as well as
test the hypothesis. Deductive approach starts with predicted pattern where it has been tested
against the observations. This approach is usually preferred by the researcher as it requires less
time for completing the research study. This approach also does not identify any particular risk
while conducting the present study. Deductive approach has been used in this research study in
order to explore the theory and test the validity in the specific circumstances. In fact, selection as
well as implementation of relevant methods helps the researcher in attaining accurate result from
testing the hypothesis.
Figure 2: Research Approach
Source:( Panneerselvam 2014)

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3.1.3 Research design
Research design signifies the plan that the researcher adopts in order to amalgamate
different components of the researcher study in logical way. Research design refers to the
procedure that is utilized for evaluating the variables of the research issue. There are mainly
three types of research design namely explanatory, exploratory and descriptive.
Explanatory research design refers to a kind of research design, which attempts in linking
the ideas in order to understand the cause as well as effect of the relationship. This kind of
research design facilitates the researcher in assessing the things coming together and interacting
at same time. This research does not occur until there is any understanding the next step that
comes in the way.
Exploratory research design facilitates in exploring as well as investigating the data in
order to provide insight of the study. This research design is basically used to establish the
precedence among different competitive explanations. Additionally, exploratory research design
also helps in clarifying the theories and devises the issue in precise way. This design mainly
involves different procedure that includes- interviews, trail studies, group discussions for the
objective of attaining information at this same time. This design is used for elaborating the data
in detail as well as in comprehensive manner.
Descriptive research is another kind of research design in which the researcher attempts
to explore and explain the matters related to the research study while providing extra
information. This type of design helps in describing the circumstances in appropriate way.

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There are some advantages and disadvantages of research design. The advantages of research
design includes –
 It helps in analyzing the research in easier way
 Proper utilization of research design highlights the trend pattern over certain period of
time
The disadvantages of the research design are-
 There are few instances where it does not highlight actual reason of the circumstances
 Sometimes it does not provide accurate results to the questions about the incidence of
features.
Exploratory research design has been used in this particular research study. The main reason
behind this is that proper implementation of this research design helps in developing insight into
the research study.
3.1.4 Research method
Research method indicates the different types of information that are usually considered
by the researcher while conducting the research study. Depending on the variability of the data,
the research method is usually classified into two types – qualitative and qualitative method.
Quantitative method emphasizes statistical or numerical analysis of the collected data through
surveys, questionnaires by making use of the computational techniques. The researcher adopting
this method helps in defining the research question clearly in which the objectives of the research
questions are properly sought. This method is generally used in order to gather vital first hand

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information from the people or respondents. Qualitative methods vary using either semi-
structured or unstructured methods. Qualitative research methods give insights about the issue
and helps in developing hypothesis for quantitative research (Flick 2014). This type of method is
used for gathering data from the secondary sources that includes- newspapers, journals, archival
materials, website etc.
In this specific research study, implementation of qualitative research method has been
used as most of the data has been collected from the secondary sources (Liamputtong 2013). This
researcher has adopted this method as it makes it easier for covering the issues as well as assess
them in easier way. Moreover, it benefits the researcher in designing the research quickly due to
availability of instant information as well as findings. But at times the researcher faced some
problems regarding confidentiality as well as anonymity during the findings of the data. In
addition, these findings also consumed more time and were difficult in presenting it in visual
ways.
3.2 Market research
3.2.1 Data collection method
The basic information that the researcher obtains for revealing the authenticity of this
research mainly relies on the collection of accurate data (Miller et al. 2012). Data collection is
generally classified into two types that includes- primary and secondary. Primary data is usually
collected from the surveys, observations etc. On the contrary, secondary data is gathered from
the manual journals, newspapers, surveys, journals etc. It has been opined by Cheng. and Phillips
(2014) that, the primary data has been considered highly reliable than the secondary data as the

44STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
later sometimes provides historical data. In comparison with the primary data, it is easier to
obtain secondary data as it is readily available as well as inexpensive.
In this research study, secondary data has been used by the researcher for collection
information about the adoption of rooftop organic gardening in Chennai households (Clark 2013)
Thus, it helped the researcher in providing the basis for comparing the data collected for this
research study.
Sampling method is used for making appropriate difference between the samples
obtained. Sampling methods is mainly of two types that includes- probability and non-
probability method. The non-probability method is utilized for filtering the data from interview
while the probability method is used for filtering the data gathered from the samples. In this
research study, the sampling methods is not used due to the fact that the researcher has
conducted secondary research method for doing this research study (Miller et al. 2012).
3.3 Feasibility study
Feasibility is used for determining whether the particular research study has been
delivered successfully, considering all the practical aspects of research project management. It
also identifies different aspects of research that requires detailed planning. Timeline is vital for
assessing the feasibility of the research project. It is essential for every researcher to analyze and
evaluate the proposed project by determining whether the particular research study is technically
feasible and is within the calculated cost. Apart from thus, the feasibility studies permits the
researcher in determining all the vital details for evaluating the research study. In this particular

45STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
research study, the activities undertaken while doing the research study are planned within the
specified period.
Product- The product of organic rooftop gardening services includes rooftop fountain service,
renovation of gardens, garden equipments services, landscape gardening as well as landscape
maintenance. The main aim of the company or business is to plant happiness.
Service- The services offered by the company will be offering packages to the households of
Chennai such as home décor packages, gate gardening packages, rooftop gardening and
elementary packages. Under rooftop packages, it includes rooftop pleasant, rooftop classic and
rooftop grandee.
Industry- The organic farming industry is the best insurance policy where the country has its
population to ensure better performance on productivity, economic viability as well as
environmental impact and social well-being. The current business plan had been developed, as
there is need of rooftop organic planning.
Market- Rooftop organic planning has large share in the current marketplace where it is noted
that people are shifting to consumption of organic foods. This rooftop organic planning for
farming activities proves profitable due to its imperative commitment to the progression of urban
horticulture. This rooftop organic planning will help in increasing social and financial creation
that fortifies urban surroundings as well as groups as a whole. The Chennai households will be
the target customers, the benefits will be given to these target customers, and the market served
will be in Chennai

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47STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Organizational or financial feasibility
Investment
The business will aim at maximizing profits by producing low cost products as well as
offering the products or services at very competitive price.
Breakeven point
Breakpoint is the point where there will be no profit or loss for a given. After attaining
this point, company start expecting profit in the business. In the initial years, it will be difficult
for the company to get profits but after that, it is expected that the company will earn revenue
from this business on rooftop organic farming where the services will be provided to Chennai
Households.
How much the company should sell?
The company is expected to sell at lower cost so that the company earns maximum profit
from their sold products or services that are made available to Chennai households.
Five year Financial Statement
In the next section, that is the data analysis part, there will be proper calculation or
projection of financial statement for five years. The financial statement used in this business plan
will be projected income statement for five years, projected balance sheet for 5 years and
projected cash flow statement for 5 years. This financial statement will give correct picture of
what the company will be achieving within 5 years of time span. To explain each of the financial
statement in detail, the first one is the income statement that will highlight projected incomes and

48STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
expenses that is expected to be borne by the company for a period of five year. By using this
statement, it will be easy to predict whether the company will earn profit or loss within a time
span of 5 years. The other financial statement named as Balance Sheet will show assets and
liabilities of the company and the statement will help in understanding the financial position after
a time span of 5 years. The next statement is cash flow statement that highlights all the cash
transactions and had been divided into three other activities, cash generated from operating
activities, cash generated from investing activities and cash generated from financing activities.
3.3.1 Reliability
The data that is collected to conduct the specific research should be checked for
reliability as well as authenticity. The main reason behind this is that while presenting the
collected data in appropriate way, it is vital for ensuring that the data gathered are accurate as
well as provide proper information. The reliability of the collected data is ensured by gathering
the information from the sources, which are either reviewed by the peers or approved by the
scholars. With respect to this, the data gathered can be termed as authentic, which in turn creates
rust among the individuals. For this research study, the information has been collected from the
website and other archive materials. Therefore, it has been known that reliability of any data is a
vital factor that is required to be considered for determining feasibility of the research study.
3.3.2 Validity
The validity of any research study as well as the information gathered should not exceed
its limitation. The main reason is that it is vital that each data must be presented to the individual
at accurate time for understanding the validity of data. Any data given in the website becomes
valid until the release of new data, which makes older data obsolete. Therefore, it is necessary

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for the researcher to assure that the research projects are shown at the accurate time with accurate
information. Therefore, validity while collecting the data means that the findings represent the
phenomenon that the researcher claims to measure the accuracy of information. In this research
project, as the data has been gathered from the secondary sources, the validity of data cannot be
assured. It also one of the vital concerns with the feasibility of this research study.
3.4 Resource requirement evaluation
As secondary resource is used for collecting the data for this particular research, it is
thereby necessary to evaluate these resources. The secondary resources are evaluated because of
some main criteria, which includes- authenticity, credibility and representativeness. This is
because of the fact that any irrelevant data highly hampers the result of the research study. As
this research aligns with the promotion of rooftop organic gardening in Chennai households, the
data collected from the site has been evaluated in order to gain knowledge about the importance
of rooftop gardening in the modern world. Thus, the data collected from books and website was
compared in order to check its authenticity as well as credibility. Hence, the data gathered helped
in attaining accurate outcome.
Ethical issues
Every researcher must be alert as well as abide by the principles of the research while
conducting the research. It is also necessary for every researcher to take into account the ethical
issues while analyzing as well as formulating the research plan. Furthermore, the researcher
should also follow specific code of conduct that facilitates in conducting the research in ethical
manner. For the objective of this research study, the researcher has maintained the principles that
has been stated in The Data protection Act, 1988 and has avoided any unfavorable situation due

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to data collection. In this case, as the entire study has been based on the secondary data analysis,
the researcher has gathered valid and reliable data from the recently published secondary sources
that includes- journal articles, websites etc. In addition, the researcher has also extracted the data
from updated and reliable sources in order to avoid any discrepancies (Miller et al. 2012). While
conducting the research, the researcher has also maintained the code of conduct set by the
libraries. Though there have been few restrictions by the librarians, the information has been
collected by the researcher by taking the permission of the librarians.
Limitations
Few limitations exist while conducting the research study. However, some problems arises if
the researcher ignores these limitations. These limitations of secondary research includes-
 The data collected from the secondary sources might be inaccurate as the source of
information might not be reliable.
 The data might be not be updated and old
 It might increase the total cost of the research if the data is gathered from expensive
books
While conducting the research on the rooftop organic gardening in the households of
Chennai, the data has been collected from expensive books and journals. As a result, the total
budget of conducting this research study increased and hence it became expensive. Besides this,
few problems occurred while conducting this research study through online mode. However,
some sites were not available and provided wrong data about this particular research topic.

51STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Chapter 4
Results and Discussion
4.1 Strategic Analysis
1. Value chain analysis
Figure: Value Chain Analysis of Rooftop Organic Farming
(Source: Panneerselvam 2014)
Primary activities
Inbound logistics- Inbound logistics is one of the primary activities present in Value Chain
Analysis that is concerned with receiving the material as well as handling it efficiently.
Operations- Operations is one of the primary activities present in Value Chain Analysis that is
related to quality checks, product labelling as well as processing and packaging.

52STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Outbound logistics- Outbound logistics is one of the primary activities present in Value Chain
Analysis that is concerned with distributing the final product for the consumers.
Marketing and Sales- Marketing and Sales are one of the primary activities present in Value
Chain Analysis that analyzes the needs as well as wants of consumers. The marketing manager is
accountable to create awareness among the consumers on matters relating to rooftop organic
farming that attract consumers to their products.
Service- Service is one of the primary activities present in Value Chain Analysis. In this case,
this business plan had been conducted to help Chennai households understand the need of
rooftop organic farming.
Support activities
Firm infrastructure- Firm infrastructure is one of the support functions that are concerned with
planning and controls systems like accounting, finance and corporate strategy.
Human resource management- Human Resource Management is one of the support functions
that are concerned with recruitment, motivating as well as training the workforce. Addition,
HRM is nowadays becoming significant factor of attaining sustainable competitive advantage.
Procurement- Procurement is one of the support functions that are accountable for purchasing
the materials that are required for the operations. Addition to that, an efficient procurement
department are responsible to obtain highest quality goods at the minimum prices.

53STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Technology- Technology is one of the support functions that are concede with technologic
innovation as well as training and knowledge that is important nowadays in order to survive in
competitive world.
2. SWOT analysis
SWOT Analysis of Rooftop Organic Planning
Strengths Weakness
Similarity to traditional farming
Strong national organic program
Proper local faming knowledge
Strong policy support
Enhanced international support
Strong political support
Lack of incentives
High production cost
Labour shortage
Lack of awareness regarding rooftop organic
farming in India
Poor soil fertility
Limited technical expertise
Lack of clarity in policy
Opportunities Threats
Employment opportunities
Promoting healthy lifestyles
Strengthening rural community
Consistent yield
Huge global export market
Sustainable use of resources
Yield reduction
Higher certification cost
Global competition
Pest as well as disease incidence
Variability in climate pattern

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3. Product Life Cycle
Figure: Product Life Cycle of Rooftop Organic Farming
(Source: Panneerselvam 2014)
Rooftop organic farming in India is in the mature stage. In addition, though the industry
is profitable, yet there is slower growth in sales. This industry needs awareness so that more
people understand the importance of rooftop organic farming. Furthermore, shares markets needs
to be aligned with established competitors.

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4. BCG Matrix
Figure: BCG Matrix of Rooftop Organic Farming
(Source: Panneerselvam 2014)
Rooftop organic farming in India belongs to Question Mark stage or category as it has
highest market growth but low market share. There is high possibility that this industry can find
a probability of business to be shifted to Stars stages. By shifting to Star Stage, it will be easy to
reach out highest market growth as well as highest market share.

56STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
5. Generic Strategy
Figure: Generic Strategy of Rooftop Organic Farming
(Source: Panneerselvam 2014)
The above figure shows the generic strategy used by rooftop organic farmers in order to
meet the needs and expectations of the consumers. The rooftop organic farming in India belongs
to cost focus quadrant where they aims at narrowing their profit target and providing the services
at lower cost.

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6. Balanced Scorecard
Area of objectives Measure Target or Time frame
Financial Perspective
Using combination financing To use more equity financing as
compared to debt financing
6 months to 1 year
Increase in revenue or profit To close down areas that failed to
generate profits as that will help
in increasing sales
6 months to 1 year
Increase in shareholders’ value To increase annual sale 6 months to 1 year
Customer perspective
Intensive marketing efforts To make an effort to retain
existing customers and acquire
new ones
3 months to 6 months
Internal Process Perspective
Improving efficiency To improve efficiency in all the
given operational activities
3 months to 6 months
Optimization of workforce To avoid over or under use of
workforce
3 months to 6 months
Learning and Growth
Perspective
Expanding range of organic
products
To add more product category 6 months to 1 year

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59STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
7. PEST Analysis
Political factors- Political factor is one of the factor that are largely influenced by government
and help in determining the degree to which government can influence a given business
environment. Great Depression in India is one of the instances of political factor.
Economical factors- The Central Government of India has played important role in all the
aspects of agricultural development.
Social factors-India has been sharing its agricultural technology with other developing countries.
It is noted that India provides short-term as well as long-term training courses to hundreds of
foreign specialists.
Technological factors- There had been visible transition noted in the industrial landscape of
India. Addition to that, technology has helped society for cutting the traditional boundaries for
being converted into an emerging information society.
4.2 Selection of strategies for success
In order to attain higher success rate, it is important to implement perfect strategies so the
company can easily generate maximum profits within given period. This business plan had been
made to give innovative ideas to the City (Chennai) and wish them great success in future after
implementing rooftop organic farming by Chennai households. The strategy used in this business
plan was named as “Rooftop organic farming landscape strategy”. Addition to that, these
strategies will be used as it help in meeting the current challenges faced by rooftop organic

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farming in India by formulating approaches for solving issues and providing perspectives for the
future.
4.3 Development of appropriate Business Model
Key Partners
Maddi Thottam
Organic Terrace
Gardening
Terrace Gardening
Roof gardening
services
Rooftop Garden
Rooftop gardening
service
Roof garden
Key activities
To analyze
ways by which
rooftop
gardening can
be promoted
Value Proposition
Economic variable
of rooftop to
moderator its
position
Improve the
concept of rooftop
organic farming
for Chennai
households
Customer
Relationship
Strong relationship
with targeted
customers
Customer
segments
Chennai
Households
- Upper
- Middle
class
customers
- Upper-
middle
class
Key resources
Physical
resources
Human
resources
Financial
resources
Marketing
resources
Channels
Marketing
campaigns

61STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Cost structure
Fixed cost
Variable
Revenue streams
Volatility
Risk and return
4.4 Findings from data collected
Start-Up Cost & Initial Funding:
Particulars Amount Amount
Non-Current Assets:
Factory Premises INR 1,750,000.00
Machinery & Equipment INR 2,500,000.00
Furniture & Fixtures INR 950,000.00
Office Equipments & Computers INR 450,000.00
TOTAL NON-CURRENT ASSETS INR 5,650,000.00
Business Set-up:
Commercial Interior Design &
Construction Drawings Fees
INR 45,000.00
Permits INR 35,000.00
Business Plan INR 17,500.00

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Insurance Deposit INR 65,000.00
Website INR 12,000.00
Trademark INR 36,500.00
Legal charges INR 15,000.00
TOTAL SET-UP COST INR 226,000.00
Working Capital:
Initial Inventory INR 450,000.00
Salary & Wages INR 200,000.00
Supplies Expense INR 75,000.00
Electricity INR 20,000.00
Telephone & Internet INR 7,500.00
TOTAL WORKING CAPITAL INR 752,500.00
Total Start-up Cost INR 6,628,500.00
Capital Contributions:
Contribution from Owner INR 3,314,250.00
Loan from Bank INR 3,314,250.00
TOTAL CAPITAL
CONTRIBUTION
INR 6,628,500.00

STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Monthly Sales Projections
Product
Line
Middle
Class
Upper
Middl
e
Class
Upper
Class
Middl
e
Class
Upper
Middl
e
Class
Upper
Class
Mi
ddl
e
Cla
ss
Upper
Middl
e
Class
Upper
Class
Middle
Class
Upper
Middle
Class
Upper
Class
Middle
Class
Upper
Middle
Class
Upper
Class Total
Home
Décor
Package
Projected
Sales (in
units) 25 20 15 26 21 16 28 22 17 28 22 17 30 24 18 327
Average
price per
job
INR
20,000.
00
INR
35,000
.00
INR
50,000
.00
INR
20,000
.00
INR
35,000
.00
INR
50,000
.00
INR
20,0
00.0
0
INR
35,000
.00
INR
50,000
.00
INR
21,000.0
0
INR
36,750.
00
INR
52,500.0
0
INR
21,000.0
0
INR
36,750.00
INR
52,500.0
0
INR
50,000.
00

64STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Total
Sales
INR
500,000
.00
INR
700,00
0.00
INR
750,00
0.00
INR
525,00
0.00
INR
735,00
0.00
INR
787,50
0.00
IN
R
551,
250.
00
INR
771,75
0.00
INR
826,87
5.00
INR
590,388.
75
INR
826,544
.25
INR
885,583.
13
INR
619,908.
19
INR
867,871.4
6
INR
929,862.
28
INR
10,867,
533.06
Gate
Gardenin
g
Package
Projected
Sales (in
units) 30 25 35 32 26 37 33 28 39 34 28 39 35 30 41 491
Average
price per
job
INR
7,000.0
0
INR
18,000
.00
INR
25,000
.00
INR
7,000.
00
INR
18,000
.00
INR
25,000
.00
INR
7,00
0.00
INR
18,000
.00
INR
25,000
.00
INR
7,350.00
INR
18,900.
00
INR
26,250.0
0
INR
7,350.00
INR
18,900.00
INR
26,250.0
0
INR
25,000.
00
Total
Sales
INR
210,000
.00
INR
450,00
0.00
INR
875,00
0.00
INR
220,50
0.00
INR
472,50
0.00
INR
918,75
0.00
IN
R
231,
INR
496,12
5.00
INR
964,68
7.50
INR
247,963.
28
INR
531,349
.88
INR
1,033,18
0.31
INR
260,361.
44
INR
557,917.3
7
INR
1,084,83
9.33
INR
8,554,6
99.10

65STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
525.
00
Elementa
ry
Package
Projected
Sales (in
units) 50 70 30 53 74 32 55 77 33 56 79 34 59 83 35 819
Average
price per
job
INR
750.00
INR
7,500.
00
INR
12,000
.00
INR
750.00
INR
7,500.
00
INR
12,000
.00
INR
750.
00
INR
7,500.
00
INR
12,000
.00
INR
787.50
INR
7,875.0
0
INR
12,600.0
0
INR
787.50
INR
7,875.00
INR
12,600.0
0
INR
12,000.
00
Total
Sales
INR
37,500.
00
INR
525,00
0.00
INR
360,00
0.00
INR
39,375
.00
INR
551,25
0.00
INR
378,00
0.00
IN
R
41,3
43.7
5
INR
578,81
2.50
INR
396,90
0.00
INR
44,279.1
6
INR
619,908
.19
INR
425,079.
90
INR
46,493.1
1
INR
650,903.6
0
INR
446,333.
90
INR
5,141,1
79.10

66STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Rooftop
Classic
Projected
Sales (in
units) 12 40 35 13 42 37 13 44 39 13 45 39 14 47 41 475
Average
price per
job
INR
25,000.
00
INR
30,000
.00
INR
35,000
.00
INR
25,000
.00
INR
30,000
.00
INR
35,000
.00
INR
25,0
00.0
0
INR
30,000
.00
INR
35,000
.00
INR
26,250.0
0
INR
31,500.
00
INR
36,750.0
0
INR
26,250.0
0
INR
31,500.00
INR
36,750.0
0
INR
35,000.
00
Total
Sales
INR
300,000
.00
INR
1,200,
000.00
INR
1,225,
000.00
INR
315,00
0.00
INR
1,260,
000.00
INR
1,286,
250.00
IN
R
330,
750.
00
INR
1,323,
000.00
INR
1,350,
562.50
INR
354,233.
25
INR
1,416,9
33.00
INR
1,446,45
2.44
INR
371,944.
91
INR
1,487,779
.65
INR
1,518,77
5.06
INR
15,186,
680.81
Rooftop
Grandee
Projected
Sales (in
units) 3 15 25 3 16 26 3 17 28 3 17 28 4 18 30 235

67STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Average
price per
job
INR
45,000.
00
INR
65,000
.00
INR
85,000
.00
INR
45,000
.00
INR
65,000
.00
INR
85,000
.00
INR
45,0
00.0
0
INR
65,000
.00
INR
85,000
.00
INR
47,250.0
0
INR
68,250.
00
INR
89,250.0
0
INR
47,250.0
0
INR
68,250.00
INR
89,250.0
0
INR
85,000.
00
Total
Sales
INR
135,000
.00
INR
975,00
0.00
INR
2,125,
000.00
INR
141,75
0.00
INR
1,023,
750.00
INR
2,231,
250.00
IN
R
148,
837.
50
INR
1,074,
937.50
INR
2,342,
812.50
INR
159,404.
96
INR
1,151,2
58.06
INR
2,509,15
2.19
INR
167,375.
21
INR
1,208,820
.97
INR
2,634,60
9.80
INR
18,028,
958.69
Total
Sales
Volume
(in units) 120 170 140 126 179 147 132 187 154 135 191 157 142 201 165 2347
Total
Sales (in
$)
INR
1,182,5
00.00
INR
3,850,
000.00
INR
5,335,
000.00
INR
1,241,
625.00
INR
4,042,
500.00
INR
5,601,
750.00
IN
R
1,30
3,70
INR
4,244,
625.00
INR
5,881,
837.50
INR
1,396,26
9.39
INR
4,545,9
93.38
INR
6,299,44
7.96
INR
1,466,08
2.86
INR
4,773,293
.04
INR
6,614,42
0.36
INR
57,779,
050.75

68STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
6.25
Average
Selling
Price p.u.
INR
9,854.1
7
INR
22,647
.06
INR
38,107
.14
INR
9,854.
17
INR
22,647
.06
INR
38,107
.14
IN
R
9,85
4.17
INR
22,647
.06
INR
38,107
.14
INR
10,346.8
8
INR
23,779.
41
INR
40,012.5
0
INR
10,346.8
8
INR
23,779.41
INR
40,012.5
0
INR
24,619.
67
Projected Cost of Goods Sold
1st Year 2nd Year 3rd Year 4th Year 5th Year
Pro
duc
t
Lin
e
Middl
e
Class
Upper
Middle
Class
Upper
Class
Middl
e Class
Upper
Middle
Class
Upper
Class
Middl
e
Class
Upper
Middle
Class
Upper
Class
Middle
Class
Upper
Middle
Class
Upper
Class
Middle
Class
Upper
Middle
Class
Upper
Class
TOTA
L
Ho
me
Déc
or
Pac

69STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
kag
e
Proj
ecte
d
Sale
s 25 20 15 26 21 16 28 22 17 28 22 17 30 24 18 327
Sell
ing
Pric
e
per
job
INR
20,000
.00
INR
35,000.00
INR
50,000.
00
INR
20,000
.00
INR
35,000.
00
INR
50,000.
00
INR
20,000
.00
INR
35,000.
00
INR
50,000.
00
INR
21,000.
00
INR
36,750.
00
INR
52,500.
00
INR
21,000.
00
INR
36,750.0
0
INR
52,500.
00
%
of
CO
S 60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 60%
CO
S
p.u.
INR
12,000
.00
INR
21,000.00
INR
30,000.
00
INR
12,000
.00
INR
21,000.
00
INR
30,000.
00
INR
12,000
.00
INR
21,000.
00
INR
30,000.
00
INR
12,600.
00
INR
22,050.
00
INR
31,500.
00
INR
12,600.
00
INR
22,050.0
0
INR
31,500.
00
Tot
al
INR
300,00
INR
420,000.0
INR
450,00
INR
315,00
INR
441,00
INR
472,500
INR
330,75
INR
463,050
INR
496,125
INR
354,23
INR
495,926
INR
531,349
INR
371,944
INR
520,722.
INR
557,917
INR
6,520,5

70STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
CO
GS 0.00 0 0.00 0.00 0.00 .00 0.00 .00 .00 3.25 .55 .88 .91 88 .37 19.83
Gat
e
Gar
deni
ng
Pac
kag
e
Proj
ecte
d
Sale
s (in
unit
s) 30 25 35 32 26 37 33 28 39 34 28 39 35 30 41 491
Sell
ing
Pric
e
INR
7,000.
00
INR
18,000.00
INR
25,000.
00
INR
7,000.
00
INR
18,000.
00
INR
25,000.
00
INR
7,000.
00
INR
18,000.
00
INR
25,000.
00
INR
7,350.0
0
INR
18,900.
00
INR
26,250.
00
INR
7,350.0
0
INR
18,900.0
0
INR
26,250.
00

71STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
per
unit
%
of
CO
GS 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70% 70%
%
of
CO
GS
INR
4,900.
00
INR
12,600.00
INR
17,500.
00
INR
4,900.
00
INR
12,600.
00
INR
17,500.
00
INR
4,900.
00
INR
12,600.
00
INR
17,500.
00
INR
5,145.0
0
INR
13,230.
00
INR
18,375.
00
INR
5,145.0
0
INR
13,230.0
0
INR
18,375.
00
Tot
al
CO
GS
INR
147,00
0.00
INR
315,000.0
0
INR
612,50
0.00
INR
154,35
0.00
INR
330,75
0.00
INR
643,125
.00
INR
162,06
7.50
INR
347,287
.50
INR
675,281
.25
INR
173,57
4.29
INR
371,944
.91
INR
723,226
.22
INR
182,253
.01
INR
390,542.
16
INR
759,387
.53
INR
5,988,2
89.37
Ele
men
tary
Pac
kag
e
Proj 50 70 30 53 74 32 55 77 33 56 79 34 59 83 35 819

72STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
ecte
d
Sale
s (in
unit
s)
Sell
ing
Pric
e
per
unit
INR
750.00
INR
7,500.00
INR
12,000.
00
INR
750.00
INR
7,500.0
0
INR
12,000.
00
INR
750.00
INR
7,500.0
0
INR
12,000.
00
INR
787.50
INR
7,875.0
0
INR
12,600.
00
INR
787.50
INR
7,875.00
INR
12,600.
00
%
of
CO
GS 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85% 85%
%
of
CO
GS
INR
637.50
INR
6,375.00
INR
10,200.
00
INR
637.50
INR
6,375.0
0
INR
10,200.
00
INR
637.50
INR
6,375.0
0
INR
10,200.
00
INR
669.38
INR
6,693.7
5
INR
10,710.
00
INR
669.38
INR
6,693.75
INR
10,710.
00
Tot
al
INR
31,875
INR
446,250.0
INR
306,00
INR
33,468
INR
468,56
INR
321,300
INR
35,142
INR
491,990
INR
337,365
INR
37,637.
INR
526,921
INR
361,317
INR
39,519.
INR
553,268.
INR
379,383
INR
4,370,0

73STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
CO
GS .00 0 0.00 .75 2.50 .00 .19 .63 .00 28 .96 .92 15 06 .81 02.23
Roo
ftop
Cla
ssic
Proj
ecte
d
Sale
s (in
unit
s) 12 40 35 13 42 37 13 44 39 13 45 39 14 47 41 475
Sell
ing
Pric
e
per
unit
INR
25,000
.00
INR
30,000.00
INR
35,000.
00
INR
25,000
.00
INR
30,000.
00
INR
35,000.
00
INR
25,000
.00
INR
30,000.
00
INR
35,000.
00
INR
26,250.
00
INR
31,500.
00
INR
36,750.
00
INR
26,250.
00
INR
31,500.0
0
INR
36,750.
00
INR
35,000.
00
%
of
79% 79% 79% 79% 79% 79% 79% 79% 79% 79% 79% 79% 79% 79% 79% 79%

74STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
CO
GS
%
of
CO
GS
INR
19,750
.00
INR
23,700.00
INR
27,650.
00
INR
19,750
.00
INR
23,700.
00
INR
27,650.
00
INR
19,750
.00
INR
23,700.
00
INR
27,650.
00
INR
20,737.
50
INR
24,885.
00
INR
29,032.
50
INR
20,737.
50
INR
24,885.0
0
INR
29,032.
50
INR
27,650.
00
Tot
al
CO
GS
INR
237,00
0.00
INR
948,000.0
0
INR
967,75
0.00
INR
248,85
0.00
INR
995,40
0.00
INR
1,016,1
37.50
INR
261,29
2.50
INR
1,045,1
70.00
INR
1,066,9
44.38
INR
279,84
4.27
INR
1,119,3
77.07
INR
1,142,6
97.43
INR
293,836
.48
INR
1,175,34
5.92
INR
1,199,8
32.30
INR
11,997,
477.84
Roo
ftop
Gra
nde
e
Proj
ecte
d
Sale
s (in
unit
3 15 25 3 16 26 3 17 28 3 17 28 4 18 30 235

75STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
s)
Sell
ing
Pric
e
per
unit
INR
45,000
.00
INR
65,000.00
INR
85,000.
00
INR
45,000
.00
INR
65,000.
00
INR
85,000.
00
INR
45,000
.00
INR
65,000.
00
INR
85,000.
00
INR
47,250.
00
INR
68,250.
00
INR
89,250.
00
INR
47,250.
00
INR
68,250.0
0
INR
89,250.
00
%
of
CO
GS 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75%
%
of
CO
GS
INR
33,750
.00
INR
48,750.00
INR
63,750.
00
INR
33,750
.00
INR
48,750.
00
INR
63,750.
00
INR
33,750
.00
INR
48,750.
00
INR
63,750.
00
INR
35,437.
50
INR
51,187.
50
INR
66,937.
50
INR
35,437.
50
INR
51,187.5
0
INR
66,937.
50
Tot
al
CO
GS
INR
101,25
0.00
INR
731,250.0
0
INR
1,593,7
50.00
INR
106,31
2.50
INR
767,81
2.50
INR
1,673,4
37.50
INR
111,62
8.13
INR
806,203
.13
INR
1,757,1
09.38
INR
119,55
3.72
INR
863,443
.55
INR
1,881,8
64.14
INR
125,531
.41
INR
906,615.
72
INR
1,975,9
57.35
INR
13,521,
719.01
Tot
al
120 170 140 126 179 147 132 187 154 135 191 157 142 201 165 2347

76STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Sale
s
Vol
um
e
(in
unit
s)
Tot
al
CO
GS
INR
817,12
5.00
INR
2,860,500.
00
INR
3,930,0
00.00
INR
857,98
1.25
INR
3,003,5
25.00
INR
4,126,5
00.00
INR
900,88
0.31
INR
3,153,7
01.25
INR
4,332,8
25.00
INR
964,84
2.81
INR
3,377,6
14.04
INR
4,640,4
55.58
INR
1,013,0
84.96
INR
3,546,49
4.74
INR
4,872,4
78.35
INR
42,398,
008.29
Ave
rag
e
CO
GS
per
unit
INR
6,809.
38
INR
16,826.47
INR
28,071.
43
INR
6,809.
38
INR
16,826.
47
INR
28,071.
43
INR
6,809.
38
INR
16,826.
47
INR
28,071.
43
INR
7,149.8
4
INR
17,667.
79
INR
29,475.
00
INR
7,149.8
4
INR
17,667.7
9
INR
29,475.
00
INR
18,065.
80

77STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS

78STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Projected Purchase Cost
1st Year 2nd Year 3rd Year 4th Year 5th Year
Particul
ars
Middl
e
Class
Upper
Middle
Class
Upper
Class
Middl
e
Class
Upper
Middle
Class
Upper
Class
Middl
e
Class
Upper
Middle
Class
Upper
Class
Middle
Class
Upper
Middle
Class
Upper
Class
Middle
Class
Upper
Middle
Class
Upper
Class
TOTA
L
Cost of
Sales
INR
817,12
5.00
INR
2,860,5
00.00
INR
3,930,0
00.00
INR
857,98
1.25
INR
3,003,5
25.00
INR
4,126,5
00.00
INR
900,88
0.31
INR
3,153,7
01.25
INR
4,332,8
25.00
INR
964,842.81
INR
3,377,61
4.04
INR
4,640,455.5
8
INR
1,013,08
4.96
INR
3,546,4
94.74
INR
4,872,47
8.35
INR
42,398,
008.29
Add:
Closing
Inventor
y
INR
34,319
.25
INR
120,14
1.00
INR
165,06
0.00
INR
36,035
.21
INR
126,14
8.05
INR
173,31
3.00
INR
38,593
.71
INR
135,10
4.56
INR
185,61
8.22
INR
40,523.40
INR
141,859.
79
INR
194,899.13
INR
42,549.5
7
INR
148,952
.78
INR
204,644.
09
INR
396,146
.44
INR
851,44
4.25
INR
2,980,6
41.00
INR
4,095,0
60.00
INR
894,01
6.46
INR
3,129,6
73.05
INR
4,299,8
13.00
INR
939,47
4.03
INR
3,288,8
05.81
INR
4,518,4
43.22
INR
1,005,366.
21
INR
3,519,47
3.83
INR
4,835,354.7
1
INR
1,055,63
4.52
INR
3,695,4
47.52
INR
5,077,12
2.44
INR
42,794,
154.73
Less:
Opening
Inventor
y
INR
150,00
0.00
INR
500,00
0.00
INR
1,000,0
00.00
INR
34,319
.25
INR
120,14
1.00
INR
165,06
0.00
INR
36,035
.21
INR
126,14
8.05
INR
173,31
3.00
INR
38,593.71
INR
135,104.
56
INR
185,618.22
INR
40,523.4
0
INR
141,859
.79
INR
194,899.
13
INR
1,650,0
00.00
Total
Purchas
es
INR
701,44
4.25
INR
2,480,6
41.00
INR
3,095,0
60.00
INR
859,69
7.21
INR
3,009,5
32.05
INR
4,134,7
53.00
INR
903,43
8.81
INR
3,162,6
57.76
INR
4,345,1
30.22
INR
966,772.50
INR
3,384,36
9.27
INR
4,649,736.4
9
INR
1,015,11
1.13
INR
3,553,5
87.73
INR
4,882,22
3.31
INR
41,144,
154.73

79STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Budgeted Cash Flow:
1st Year
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year TOTAL
Cash Flow from Operating
Activities:
Receipt from Sales Revenue
INR
9,330,750.00
INR
11,378,331.25
INR
10,366,204.06
INR
12,693,589.88
INR
11,759,227.30
INR
55,528,102.50
Payment for Purchase
INR
(5,335,573.46)
INR
(7,744,956.71)
INR
(8,516,299.84)
INR
(9,153,622.96)
INR
(9,648,629.07)
INR
(40,399,082.04)
Selling & Administrative
Expenses
INR
(1,938,676.25)
INR
(2,032,210.06)
INR
(2,130,420.57)
INR
(2,269,906.68)
INR
(2,380,002.01)
INR
(10,751,215.56)
Net Cash Inflow/(Outflow)
from Operating Activities
INR
2,056,500.29
INR
1,601,164.48
INR
(280,516.35)
INR
1,270,060.25
INR
(269,403.78)
INR
4,377,804.89
Cash Flow from Investing
Activities:
Purchase of Non-Current
Assets
INR
(5,650,000.00)
INR
(5,650,000.00)

80STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Business Set-up
INR
(226,000.00)
INR
(226,000.00)
Net Cash Inflow/(Outflow)
from Investing Activities
INR
(5,876,000.00)
INR
-
INR
-
INR
-
INR
(5,876,000.00)
Cash Flow from Financing
Activities:
Contribution from Mr.
Owner
INR
3,314,250.00
INR
3,314,250.00
Owner's Drawings
INR
(125,000.00)
INR
(125,000.00)
INR
(125,000.00)
INR
(125,000.00)
INR
(125,000.00)
INR
(625,000.00)
Loan from Bank
INR
3,314,250.00
INR
3,314,250.00
Interest Paid for Loan
INR
(281,711.25)
INR
(281,711.25)
INR
(281,711.25)
INR
(281,711.25)
INR
(281,711.25)
INR
(1,408,556.25)
Net Cash Inflow/(Outflow)
from Investing Activities
INR
6,221,788.75
INR
(406,711.25)
INR
(406,711.25)
INR
(406,711.25)
INR
(406,711.25)
INR
4,594,943.75
Net Increase/(Decrease) in INR INR INR INR INR INR

81STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Cash Balance 2,402,289.04 1,194,453.23 (687,227.60) 863,349.00 (676,115.03) 3,096,748.64
Add: Opening Cash Balance
INR
-
INR
2,402,289.04
INR
3,596,742.26
INR
2,909,514.67
INR
3,772,863.67
INR
-
Closing Cash Balance for
the period
INR
2,402,289.04
INR
3,596,742.26
INR
2,909,514.67
INR
3,772,863.67
INR
3,096,748.64
INR
3,096,748.64
Budgeted Income Statement:
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year TOTAL
Sales Revenue
INR
10,367,500.00
INR
10,885,875.00
INR
11,430,168.75
INR
12,241,710.73
INR
12,853,796.27
INR
57,779,050.75
Less: Cost of Sales
INR
(7,607,625.00)
INR
(7,988,006.25)
INR
(8,387,406.56)
INR
(8,982,912.43)
INR
(9,432,058.05)
INR
(42,398,008.29)
Gross Profit
INR
2,759,875.00
INR
2,897,868.75
INR
3,042,762.19
INR
3,258,798.30
INR
3,421,738.22
INR
15,381,042.46
Operating Expenses:
Salary to Managers INR INR INR INR INR INR

82STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
300,000.00 315,000.00 330,750.00 347,287.50 364,651.88 1,657,689.38
Office Supplies
INR
207,350.00
INR
217,717.50
INR
228,603.38
INR
244,834.21
INR
257,075.93
INR
1,155,581.01
Insurance
INR
48,000.00
INR
48,000.00
INR
48,000.00
INR
48,000.00
INR
48,000.00
INR
240,000.00
Telephone & Internet
INR
25,918.75
INR
27,214.69
INR
28,575.42
INR
30,604.28
INR
32,134.49
INR
144,447.63
Stationery & Printing
INR
36,286.25
INR
38,100.56
INR
40,005.59
INR
42,845.99
INR
44,988.29
INR
202,226.68
Utilities
INR
518,375.00
INR
544,293.75
INR
571,508.44
INR
612,085.54
INR
642,689.81
INR
2,888,952.54
Transport Cost
INR
518,375.00
INR
544,293.75
INR
571,508.44
INR
612,085.54
INR
642,689.81
INR
2,888,952.54
Training
INR
20,000.00
INR
20,000.00
INR
20,000.00
INR
20,000.00
INR
20,000.00
INR
100,000.00
Advertising &
Marketing
INR
259,187.50
INR
272,146.88
INR
285,754.22
INR
306,042.77
INR
321,344.91
INR
1,444,476.27
Bank Fees & Charges
INR
5,183.75
INR
5,442.94
INR
5,715.08
INR
6,120.86
INR
6,426.90
INR
28,889.53
Depreciation on Non-
Current Assets
INR
250,000.00
INR
250,000.00
INR
250,000.00
INR
250,000.00
INR
250,000.00
INR
1,250,000.00

83STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Total Operating
Expenses
INR
2,188,676.25
INR
2,282,210.06
INR
2,380,420.57
INR
2,519,906.68
INR
2,630,002.01
INR
12,001,215.56
Operating Profit
INR
571,198.75
INR
615,658.69
INR
662,341.62
INR
738,891.63
INR
791,736.21
INR
3,379,826.89
Interest on Loan
INR
(281,711.25)
INR
(281,711.25)
INR
(281,711.25)
INR
(281,711.25)
INR
(281,711.25)
INR
(1,408,556.25)
Net Profit for the
period
INR
289,487.50
INR
333,947.44
INR
380,630.37
INR
457,180.38
INR
510,024.96
INR
1,971,270.64
Projected Balance Sheet:
1st Year
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Current Assets:
Cash Balance
INR
2,402,289.04
INR
3,596,742.26
INR
2,909,514.67
INR
3,772,863.67
INR
3,096,748.64
Accounts Receivable INR INR INR INR INR

84STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
1,555,125.00 1,632,881.25 1,714,525.31 1,836,256.61 1,928,069.44
Closing Inventory
INR
319,520.25
INR
335,496.26
INR
359,316.50
INR
377,282.32
INR
396,146.44
Total Current Assets
INR
4,276,934.29
INR
5,565,119.78
INR
4,983,356.48
INR
5,986,402.60
INR
5,420,964.52
Non-Current Assets:
Factory Premises
INR
1,750,000.00
INR
1,750,000.00
INR
1,750,000.00
INR
1,750,000.00
INR
1,750,000.00
Machinery & Equipment
INR
2,500,000.00
INR
2,500,000.00
INR
2,500,000.00
INR
2,500,000.00
INR
2,500,000.00
Furniture & Fixtures
INR
950,000.00
INR
950,000.00
INR
950,000.00
INR
950,000.00
INR
950,000.00
Office Equipments &
Computers
INR
450,000.00
INR
450,000.00
INR
450,000.00
INR
450,000.00
INR
450,000.00
Accumulated Depreciation
INR
(250,000.00)
INR
(500,000.00)
INR
(750,000.00)
INR
(1,000,000.00)
INR
(1,250,000.00)
Preliminary Expenses
INR
226,000.00
INR
226,000.00
INR
226,000.00
INR
226,000.00
INR
226,000.00
Total Non-Current Assets
INR
5,626,000.00
INR
5,376,000.00
INR
5,126,000.00
INR
4,876,000.00
INR
4,626,000.00

85STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
TOTAL ASSETS
INR
9,902,934.29
INR
10,941,119.78
INR
10,109,356.48
INR
10,862,402.60
INR
10,046,964.52
Current Liabilities:
Accounts Payable
INR
941,571.79
INR
1,200,597.34
INR
1,261,684.02
INR
1,350,131.74
INR
1,417,638.32
Total Current Liabilities
INR
941,571.79
INR
1,200,597.34
INR
1,261,684.02
INR
1,350,131.74
INR
1,417,638.32
Non-Current Liabilities:
Loan from Bank
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
Total Non-Current
Liabilities
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
TOTAL LIABILITIES
INR
4,255,821.79
INR
4,514,847.34
INR
4,575,934.02
INR
4,664,381.74
INR
4,731,888.32
Capital:

86STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Owner's Contribution
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
INR
3,314,250.00
Retained Profit
INR
164,487.50
INR
373,434.94
INR
629,065.31
INR
961,245.69
INR
1,346,270.64
General Reserve
INR
2,168,375.00
INR
2,738,587.50
INR
1,590,107.15
INR
1,922,525.17
INR
654,555.55
Total Equity
INR
5,647,112.50
INR
6,426,272.44
INR
5,533,422.46
INR
6,198,020.86
INR
5,315,076.19
TOTAL LIABILITIES &
EQUITY
INR
9,902,934.29
INR
10,941,119.78
INR
10,109,356.48
INR
10,862,402.60
INR
10,046,964.52
Break-Even Point of Sales:
Particulars Amount
Average Selling Price p.u.
INR
24,619.67
Variable Costs p.u.:
COGS INR

87STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
18,065.80
Office Supplies
INR
492.39
Telephone & Internet
INR
61.55
Stationery & Printing
INR
86.17
Utilities
INR
1,230.98
Transport Cost
INR
1,230.98
Advertising & Marketing
INR
615.49
Bank Fees & Charges
INR
12.31
Total Variable Costs p.u.
INR
21,795.68
Average Contribution Margin
p.u.
INR
2,823.99
Fixed Costs per month:

88STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Salary to Managers
INR
300,000.00
Insurance
INR
48,000.00
Training
INR
20,000.00
Depreciation on Non-Current
Assets
INR
250,000.00
Interest Expenses
INR
281,711.25
Total Fixed Costs
INR
899,711.25
Monthly Break-Even Sales (in
units) 319
Monthly Break-Even Sales (in
$)
INR
7,843,732.08

89STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
0 50 100 150 200 250 300318.59621297652350 400 450 500 550
INR -
INR 2,000,000.00
INR 4,000,000.00
INR 6,000,000.00
INR 8,000,000.00
INR 10,000,000.00
INR 12,000,000.00
INR 14,000,000.00
INR 16,000,000.00
Break-Even Analysis
Total Sales Total Variable Cost Total Fixed Cost Total Cost

90STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS

STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
Chapter 5
Conclusion
5.1 Business Plan Schedule
Main Activities 1st-2nd week 3rd-4th week 5th-6th week 7th-8th week 9th-10th week
Selection of
business plan
topic- Rooftop
Organic farming
Introducing the
business plan
topic
Literature Review
Methodology for
study
Results and
Discussion
Conclusion and
Recommendations
Submission of
business plan

92STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
5.2 Discussion of critical success or failure factors
Critical failure factors
Technology- One of the critical failure factors that is noted in this business plan is
technology. It is important to analysis aspects used for measurement about the rooftop
organic farming for Chennai households. From technological point of view, there are
several factors that needs to be taken into consideration and it is followed by quality and
quantity aspect, human resource skill, availability of raw materials as well as equipment
availability.
Economic- One of the critical failure factors that need to be taken into consideration is
economic. By using this aspect, several factors need to be understood while
implementing rooftop organic farming for Chennai households.
Critical success factors
Preparation
Planting
Maintenance
Harvesting
Proper knowledge is needed about rooftop organic farming that help people to think as
well as solve problems or issues
Management of rooftop organic farming is important so that there is sufficient suppliers
in the state (Chennai)

93STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
5.3 Recommendations
Rooftop organic farming is not very common in India because of lack of robust past
experience as well as reliable regulatory management strategies. The business plan for Biotic
Axis provides a general overview of the potential of rooftop organic farming for Chennai
households. It is important for the business owner to develop ideas as well as preliminary
planning. It is because project planning starts initially with the phase of conceptual preliminary
planning. It is because of the complexity present in rooftop organic planning where it makes
sense to work within a team comprising of different experts at this stage of the project.
Therefore, decisions need to be made on matters relating to using suitable form of use as well as
adequate operator model in this case.
It is recommended to focus mainly upon marketing as well as public relations activities.
It takes into account that needs to analyze the potential sales market as well as marketing
strategies for devising press and public relations strategies. Rooftop Organic Farming is not
encouraged in India as it is in any other country. Futuristic architectural designs displays the
current topic as well as portraying innovative and exciting visions of a possible future.
Some of the recommendations that should be adopted by Biotic Axis are as follows:
Improving framework conditions-, It is recommended to Biotic Axis for improving over
the framework conditions. The political sector as well as local government of Chennai
can bring improvement in setting for the realization of rooftop organic farming in a
political or strategic and regulatory sense. In addition, huge progress can be made at very

94STRATEGIC BUSINESS PLAN – BUSINESS PLAN PROPOSAL FOR BIOTIC AXIS
short notice as well as without great effort with regard to standardization and planning
reliability from the approval authorities and project planners.
Raising awareness-, It is suggested to the company by highlighting the substantive as
well as technological diversity of building-integrated agriculture from low-to-high from
socially oriented to commercial activities.
Providing infrastructure- It is recommended to use networking tool for setting up an
online database for space made available by property owners.
Advancing and promoting innovations- By this business plan, it is needed to be engaged
with advancing and promoting innovations. There is huge need for researching into the
further development of rooftop organic farming. There are several research questions
framed in this business to gain insights of information about cultivation technologies as
well as quality assurance issues that concerns with marketing strategies and social science
aspects like acceptance of innovations.