1.

0 Introduction:

One of the gardening world's hottest trends, "vertical gardens" allows plants to grow on walls
and other non-horizontal surfaces. They're especially popular for small-space gardening where
ground is at a premium, or as decoration for patios and outdoor rooms. Putting plants at eye-level
also gives new appreciation to ground covers, succulents and small perennials that usually take
stooping to admire up close. Such gardening trend has inspired us to create a new business,
called Green Hornet, which will enable city dwellers to make their buildings fashionable by
vertical gardening.

2.0 Purpose of the Plan:

Vertical Gardening has become very popular around the world with the rising threats of
urbanization which calls for the alternative initiatives to plant more trees. But most of the
residents of urban areas cannot plant trees due to lack of time, space or expertise. It inspired us to
create a company that will not only create gardens for them in their buildings both on the roof
and on walls but also take care of them in exchange for a minimum subscription. The main
purpose of the company is to create green cities in Bangladesh.

3.0 Situation Analysis:

3.1 SWOT Analysis:

Strength Weakness

a. Increases beauty of buildings a. High initial costs

b. Skilled staff b. Requires precision monitoring
c. Imported technology for worker safety c. Limited to low profile crop
d. Reuse of nutrient solution d. Requires higher energy
e. Can grow round the year
f. Requires less land surface
g. No carbon foot print

Opportunities Threats
a. Highly controlled environment a. Failure to the any system components of the
b. Encouragement from government vertical irrigation system may leads to rapid
c. No seasonal restrictions plant death
d. Crop need based nutrient b. Easy to copy

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3.2 PESTLE ANALYSIS

A PESTLE Analysis has been carried out on the subject of Vertical Gardens or Green Walls

Political

Local planning regulations for new buildings

Local CO2 reduction targets
National / international CO2 targets, including the Kyoto Agreement
Environmental regulations

Economic

Sustainable development
Recycle construction materials and rainwater
Possible tax implication
Increased start-up costs

Social

Air quality improvements

Aesthetic improvements
Community cohesion
Healthy environment for humans and nature

Technological

Building preservation through protection from light and weather

Advances in vertical garden construction
Combination with agricultural technology to create vertical farms
Technological advances in rainwater and household grey water recycling

Legal:

Govt. encourages companies to take green initiatives

No legal restrictions to create such company

Environmental:

Good for the Environment

Creates more consciousness among people about environment
Encourages people to plant trees

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4.0 Prior Research review:

Vertical Greening Systems (VGS) are also known as green-wall technologies, vertical gardens,
or bio walls. They consist of vertical structures that spread vegetation that may or may not be
attached to a building facade or to an interior wall. Attending to the level of complexity, there are
several green-wall typologies that range from the simplest conguration to the most complex and
high-tech design. Based on the type of vegetation and support structures used, these systems can
be divided into two major groups: green facades and living walls (Kontoleon and
Eumorfopoulou, 2010; Manso and Castro Gomes, 2015). Specially designed structures can be
used to force the plant development through the buildings wall, which can serve as support for
the climbing vegetation. Normally, green facades are rooted at the base in the ground or in plant
boxes, but intermediate planters, xed to the wall at a certain height or even on rooftops as a
falling green cascade, can also be used. Due to the lower diversity and density of plants, green
facades normally require less intensive maintenance and protection than living walls (Ottele et
al., 2010). Living walls are generally more complex infrastructures that involve a supporting
structure with different attachment methods. A waterproof backing is required to isolate the
living wall from the building in order to avoid problems associated with dampness. An irrigation
network is also necessary while fertilization, monitoring, and lighting systems are optional. Cloth
(or felt) and panels (or boxes) are the most commonly used vegetation attachment methods to the
supporting structure. Within the panels system there exist the possibility of planting once the
structure is attached to the wall or using pre-vegetated panels that are prepared before planting in
specially designed structures. Overall, the materials used to build vertical structures are highly
variable and may support a great variety of plant species (Loh, 2008). Regarding placement and
installation, VGSs are usually located outdoors and xed to the exterior wall of the building.
Nonetheless, they can also be built in the interior of the building envelope (termed as indoor
living walls) though, in that case, some considerations regarding indoor humidity, lighting, and
plant species must be taken into account (Fernandez-Canero et al., 2012).

5.0 Target Market:

Our target market consist of home owners in major cities who dont have neither time nor space
to create a garden in their homes in the cities by providing logistics, knowledge and labor
support.

6.0 Marketing Objectives and Goals:

Planting plans not only to increase beauty but also to grow vegetables.
Targeting customers who dont have time to make a garden
Obtaining contracts for yard service in at least 30 different residential homes in Barisal
City in the first year. Increase our number of clients served by 30% per year,

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 Developing a sustainable business, slowly but carefully, and provide a part time job for
foreign student who have financial difficulties on study.

7.0 Marketing Mix:

7.1 Product and services

The core product/service of the business would be creating gardens, and take care of gardens
including lawn mowing, leaves cleaning, bush cutting, trimming, snow cleaning and house
painting.

7.2 Price/pricing principles and terms of sales

Pricing is based on the total cost, plus the expected profit. In total cost, the variable cost and
fixed cost, such as labor cost, transportation cost, advertising, and tax etc., would be taken into
consideration while calculating the price. Based on the fixed and variable cost can work out the
total cost, and then add 30% profit according to the different types of work. Some external
factors will affect the price, the competition, the seasoning and even the places. Price varies in
different types of services, and also depends on the cities. Sometimes the activities and strategies
from the competitors need to be responded accordingly, lowering the price to be competitive
among competitors. The price will be adjusted in accordance with holidays and national
festivals, as well as in different seasons.

7.3 Marketing channels and distribution

The business of residential gardening service is going to meet the end customer directly; it is
business to customer, with a direct distribution system. The marketer will reach the intended
final user of their product by distributing the service directly to the customer.

7.4 Communication and promotion

The most effective way of communication would be door to door and face to face talk to the
customers to inform and convince them of the benefits of our service, as much as possible to
decrease the misunderstanding, and is an effective way to maintain the customer relationship by
regularly visiting the customers. Customers feedback and satisfaction investigation would also
facilitate us with more effective communication.

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Traditional ways of promotion, such as advertising in newspaper, on magazine, TV show,
vehicle ads, roadside billboard; through sales promotion, such as exhibition, discount, free trial,
membership card, Coupon; and personal selling, sales force, call centre and so on are always the
main tools considered for our promotion campaign. Website marketing is becoming increasingly
important as a business promotional option. We will introduce a website and promote our service
through social media

8.0 Positioning of the Offer:

We have created a slogan that will help us position our service in the minds our customer and
lead the future of the company towards greater achievement. The Tagline is-

Green Hornets: Towards creating a greener future.

9.0 Evaluation, Budget and Implementation:

9.1 Evaluation:

We will set up a committee of 4 members who will monitor the implementation of the plan every
three months and provide guidance according to their evaluation. Besides, the performance of the
employees will be evaluated every year.

9.2 Budget:

Fixed Cost: 500000Tk

Variable Cost: 800TK (per resident)

Price Per Service: 2000Tk (per resident)

500000/(2000-800)= 417 residents at the minimum price

9.3 Implementation:

The plan will be implemented 3 years.

1st year: Barisal city will be targeted. The firm will try to obtain contracts for yard service in at
least 30 different residential homes in Barisal City in the first year.

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Increase our number of clients served by 30% per year and try to spread word of mouth through
them.

2nd year: Dhaka City will be targeted and try to promote the brands work nationally.

3rd year: Other major cities will be targeted. Intensive promotional strategy will be undertaken.

Bibliography:

K.J. Kontoleon and E.A. Eumorfopoulou, The Effect of the Orientation and Proportion of a
Plant- covered Wall Layer on the Thermal Performance of a Building Zone, Building and
Environment 45 (2010) 1287 1303

M. Manso and J. Castro Gomes, Green Wall Systems: A Review of their Characteristics,
Renewable and Sustainable Energy Reviews 41 (2015) 863 871.

M. Ottele, H.H. van Bohemen, and A.L. Fraaij, Quantifying the Deposition of Particulate
Matter on Climber Vegetation on Living Walls, Ecological Eengineering 36: 2 (2010) 154
162.

The International Green roof & Greenwell Projects Database Greenroofs.com. Select 'green wall'
as type and 'living wall' under 'green roof type'.

"Vertical gardens a green solution for urban setting". The Times of India. Bennett, Coleman &
Co., Ltd. Feb 14, 2013.

P. Blanc, The Vertical Garden: From Nature to the City. New York: W. W. Norton, 2008.

P. Burberry, Building for Energy Conservation. London: Architectural Press, 1978.

L. Margolis and A. Robinson, Living Systems: Innovative Materials & Technologies for
Landscape Architecture. Berlin: Birkhauser, 2007.

N.H. Wong, et al. Energy simulation of vertical Energy and Buildings. Amsterdam: Elsevier,
2009.

A. Lambertini, Vertical Gardens. London: Verba Volant Ltd., 2007.