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Lee, Hooi Ching (2021) A business plan for GroW4ll, an end to end products and services for urban gardening in Malaysia. [Dissertation (University of Nottingham only)]

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Abstract

Agro 4 All Sdn. Bhd. (GroW4ll) is a social enterprise establishing in Malaysia by December 2020. GroW4ll delivers end to end services and products for urban gardening to Malaysian via physical urban gardens and online platforms in a mobile application. Creating uncontested market of digital platform to existing nurseries and urban gardens, GroW4ll offers additional services on maintenance support via subscription-based model for marketplace, content library and home services. The primary target market for GroW4ll are fast pace tech-savvy urbanites in the age range of 25 to 50 years old. GroW4ll is providing a “one stop solution for urban gardening portal for urbanites”.

The need for urban gardens is crucial in Malaysia as the rate of urbanization is on the rise. With the recent movement control order due to the COVID-19 pandemic, it is more evident that a revamp on the supply chain for vegetable and fruit supply is required.

GroW4ll is entering he urban gardening market using diversified and differentiation strategy. The business model has created a point of differentiation (POD) amongst the market player in the urban garden industry for GroW4ll. GroW4ll needs to penetrate the market in an offensive way with heavy information flow on the importance and benefit of urban gardening via advertisement on social media.

The initial startup cost for the business is high with payback period for GroW4ll of 5 years and 7 months. GroW4ll will not make enough revenue to cover its operating cost in the first three years of operation due to long development time of the gardens. However, once the gardens are fully developed, profit generation will be doubling in year 5.

As the gardens are fully developed and the business become successful, GroW4ll aims to expand its subscriber portfolio and the business to other states in Malaysia as well as to diversify the business to farm to fork concept restaurants and lifestyle gardens.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Lee, Hooi
Date Deposited:	30 Mar 2021 06:59
Last Modified:	30 Mar 2021 06:59
URI:	https://eprints.nottingham.ac.uk/id/eprint/63173

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