1. mylocalgreens
Opportunity Execution Project
Team UFNetwork

2. What is mylocalgreens?
mylocalgreens is about bringing great tasting, local grown vegetables at
prices comparable to oversea imports to your doorstep. So how do we
achieve this? We recruit local growers to work with us following a system
we developed. We design special crop growing containers which allow
growing of crops in tiny spaces requiring very little supervision. The crop
containers which come complete with soil, compost, seedlings and fitted
with nutrient drips are provided free to certified growers who work regular
day jobs like most of us do.
Our growers are passionate folks who sign on and learn our system
because they believe in the local food movement. They believe that local
food tastes better, have lesser environmental impact and offers a better
choice in food safety. They believe that local food supports the local
economy too. In fact, it's that believe and passion which ensures we put
the freshest produce on your table.

3. Business Model
Key Partners Key Activities Value Customer Customer
• promoting our Propositions Relationships -Growers
• growers • Social network
• local farm
social media •Singapore local -Farm produce
• recruiting community
nurseries growers
food movement • Point & badge
buyers
• improving support system
starter kits • Fresh & healthy • Training &
and methods local farm
• harvesting guidance
• delivery produces
Channel
Key Resources • Online retail via
• nursery & mylocalgreen.wee
central bly.com
distribution
facility
• staff
Cost Structure Revenue Streams
• platform costs •20% farm produces
• grower starter kits rewarded for growers
• nursery costs •80% farm produces
• logistic costs taken for selling

4. Business Model
Model Explanations:
• Value Proposition
Problems Our Propositions
Concern about dependency Local food movement support
on imported foods (93% of total foods)
Fresh local farm produces &
Needs of fresh & healthy foods Speed delivery to customer’s home
• Customers
- Target customer: mainly for residents in Singapore of age between 35 to 45 years.
- By survey, about 20% of repliers answer that they will join community as growers.
-Total residents of age between 30 to 45 years old: 918,200 people
ref: Department of Statistics Singapore (http://www.singstat.gov.sg) - Our Target -
Significant
20% market size
918,200 183,645

5. Business Model
Model Explanations:
• Channel
Main Website: http://mylocalgreen.weebly.com
Social Network: FB, Twitter, …
• Customer Relationships
Medias & Methods Aims Why Continue with US?
Idea Sharing & Exchanges Funs & Enjoys
Online Community Updating Progress Dynamic Interaction
Busy life style support Easy to Connect
Point & Badge System Visualization of progress Encouragement
and contributions
Easiness to Enter
Training & Guidance Starting support &
Development Dynamic Change

6. Marketing
Strategy
Focus efforts on recruiting early users and growers into
community.
Sell only to community. We envision that growers will also buy
produce from other growers.
Identify and reach out to early users aka 'locavores' through
local food blogs, twitter, facebook.
Reach out to personal network of friends, colleagues and
acquaintances
Results
Potential growers are concerned with the time and effort
required to grow crops; main request was to have a physical
prototype available to view before deciding on joining as a
grower. (Our team did not embark on building a physical
prototype due to required costs)

7. Costs & Revenue Model
Costs
Purchase and retro-fit HDPE storage boxes into 'self
sustaining' growing kits.
Pay Nurseries to plant seeds in growing kits until
seedlings have sprouted.
Labour cost – harvest crops.
Delivery cost – driver, van, deliver produce to customers
Revenue Model
Direct sales of produce through mylocalgreens.com.

8. Risks & Funding
Risks
Low quality produce
• mitigate by training growers until mastery is achieved
before offering produce to community.
Insufficient growers to support community
• mitigate by offering potential growers reward points
based on crop yield which can be used to buy other
crops.
Funding
We will adopt a boot strap model
As Initial investment is low, estimated USD30,000,
funding will be raised through family and personal savings.

9. Partners and Allies
Partner with local farm nurseries to plant seeds in grower
kits until seedlings have sprouted.
Tap on knowledge from nursery staff to train growers.
Use nursery as base to produce compost and retro-fit
grower kits.

10. Our Teams
People
2 from Singapore
1 from Japan
Commons
• Expensive
accommodation
• High percent
of imported foods
• Local food
popularity
Learned by
teamwork
•Culture exchanges
•Customers’ needs
in different places.
•Exchanges of
different wisdoms
can bring new ideas