Feed Denver: Harvesting Urban Entrepreneurship

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Summer Borowski

Marketing Tecnologia Negócios

Feed Denver
Urban Farms & Markets

Alexander | Anderson | borowski | Calkin | Danielson | Vinson

Feed Denver

Urban Farms & Markets

What is Feed Denver?

Feed Denver

Urban Farms & Markets

Feed Denver: Urban Farms & Markets

4

Feed Denver

5

Urban Farms & Markets

Insights
“It’s really a small

“This is an

entrepreneurial

business class,
combining

endeavor and that the
future farmers of
America are going to
be small farmers around
cities.”

farming techniques
with small business
practices”

Feed Denver: Urban Farms & Markets

Feed Denver

6

Urban Farms & Markets

Feed Denver is fighting a problem
that:
Many don’t
know exists

They don’t
understand

Feed Denver: Urban Farms & Markets

Or know
how it
affects them

Feed Denver

Urban Farms & Markets

What’s the problem?
We produce only .2% of what we eat in CO
More and more dependent on foreign and processed foods.
Deteriorating health of the state and nation.

Huge unemployment rates.
Loss of food security.

Feed Denver: Urban Farms & Markets

7

Feed Denver

Urban Farms & Markets

Lisa’s Vision
Start more farms!
If we created 10% of our food locally, we
would grow our locally sourced food
market from $4.3 million to $570
Empower
million. people through
entrepreneurship.
Feed Denver: Urban Farms & Markets

8

Feed Denver

9

Urban Farms & Markets

What’s really happening
Sunnyside
F
arm

Classes

Feed Denver: Urban Farms & Markets

Innovation
and
Projects

Feed Denver

Urban Farms & Markets

Problem
Identity crisis.

No market = no marketing
Don’t understand how to effectively realize their vision

Feed Denver: Urban Farms & Markets

10

Feed Denver

Urban Farms & Markets

-Poor website
-No social media
-No PR
-No online presence
-Unclear targeting

Feed Denver: Urban Farms & Markets

11

Feed Denver

Urban Farms & Markets

Farming is a vehicle to:

Empowerment
Profit
Economy
Health
Feed Denver: Urban Farms & Markets

12

Feed Denver

Urban Farms & Markets

Feed Denver’s focus is on Urban Farming as a means to
create a business, not just a sustainable hobby.
And it is, but when you get down to it Urban Farming is really an untapped

business opportunity.

Feed Denver: Urban Farms & Markets

13

Feed Denver

Urban Farms & Markets

“Harvesting Urban Entrepreneurship”

Feed Denver: Urban Farms & Markets

14

Feed Denver

Urban Farms & Markets

Big Idea

Repositioning the Image

Change
impression of
Feed Denver as
just an urban
gardening
initiative

And into the identity
of an attainable
business
opportunity.

Feed Denver: Urban Farms & Markets

15

Feed Denver

16

Urban Farms & Markets

Positioning Map
The Application of Urban F
arming
Farmers’ Markets

Health Conscious

Natural Grocers
Whole Foods

Sprouts
Trader Joe’s

KS Fresh Fare

Low Cost

High Cost

Safeway
Kroger Co.

Low Health Conscious
Sprouts Farmers Market

Feed Denver

Urban Farms & Markets

Feed Denver: Urban Farms & Markets

17

Feed Denver

Urban Farms & Markets

Feed Denver: Urban Farms & Markets

18

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Feed Denver: Harvesting Urban Entrepreneurship

1. Feed Denver Urban F arms & Markets

3. Feed Denver Urban Farms & Markets What is Feed Denver?

4. Feed Denver Urban Farms & Markets Feed Denver: Urban Farms & Markets 4

5. Feed Denver 5 Urban Farms & Markets Insights “It’s really a small “This is an entrepreneurial business class, combining endeavor and that the future farmers of America are going to be small farmers around cities.” farming techniques with small business practices” Feed Denver: Urban Farms & Markets

6. Feed Denver 6 Urban Farms & Markets Feed Denver is fighting a problem that: Many don’t know exists They don’t understand Feed Denver: Urban Farms & Markets Or know how it affects them

7. Feed Denver Urban Farms & Markets What’s the problem? We produce only .2% of what we eat in CO More and more dependent on foreign and processed foods. Deteriorating health of the state and nation. Huge unemployment rates. Loss of food security. Feed Denver: Urban Farms & Markets 7

8. Feed Denver Urban Farms & Markets Lisa’s Vision Start more farms! If we created 10% of our food locally, we would grow our locally sourced food market from $4.3 million to $570 Empower million. people through entrepreneurship. Feed Denver: Urban Farms & Markets 8

9. Feed Denver 9 Urban Farms & Markets What’s really happening Sunnyside F arm Classes Feed Denver: Urban Farms & Markets Innovation and Projects

10. Feed Denver Urban Farms & Markets Problem Identity crisis. No market = no marketing Don’t understand how to effectively realize their vision Feed Denver: Urban Farms & Markets 10

11. Feed Denver Urban Farms & Markets -Poor website -No social media -No PR -No online presence -Unclear targeting Feed Denver: Urban Farms & Markets 11

12. Feed Denver Urban Farms & Markets Farming is a vehicle to: Empowerment Profit Economy Health Feed Denver: Urban Farms & Markets 12

13. Feed Denver Urban Farms & Markets Feed Denver’s focus is on Urban Farming as a means to create a business, not just a sustainable hobby. And it is, but when you get down to it Urban Farming is really an untapped business opportunity. Feed Denver: Urban Farms & Markets 13

14. Feed Denver Urban Farms & Markets “Harvesting Urban Entrepreneurship” Feed Denver: Urban Farms & Markets 14

15. Feed Denver Urban Farms & Markets Big Idea Repositioning the Image Change impression of Feed Denver as just an urban gardening initiative And into the identity of an attainable business opportunity. Feed Denver: Urban Farms & Markets 15

16. Feed Denver 16 Urban Farms & Markets Positioning Map The Application of Urban F arming Farmers’ Markets Health Conscious Natural Grocers Whole Foods Sprouts Trader Joe’s KS Fresh Fare Low Cost High Cost Safeway Kroger Co. Low Health Conscious Sprouts Farmers Market

17. Feed Denver Urban Farms & Markets Feed Denver: Urban Farms & Markets 17

18. Feed Denver Urban Farms & Markets Feed Denver: Urban Farms & Markets 18

Feed Denver: Harvesting Urban Entrepreneurship

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