GEAUX GREEN GARDENS

Maile Mosley

I think having land and not ruining it is the most beautiful art that anybody could ever want. Andy Warhol

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Table of Contents
Introduction..................3 Discussion and analysis.4 Conclusion and recommendations..13 Appendix14 References....15

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INTRODUCTION
Geaux Green Gardens (GGG) is envisioned to be an educational experience for clients; providing them with the tools necessary to successfully cultivate their own organic garden. The company will also seek to build an eco-advantage in the market through generating intangible value for clients and through making environmental concerns paramount. GGGs services will include installation of eco-friendly fruit and vegetable gardens as well as bee and butterfly gardens, organic gardening tips, follow-up, and consultation. The companys focus will

furthermore embrace the use of natural pest control, composting, and water resourceful techniques such as water-efficient gardening through xeriscaping, and rainwater harvesting. GGG will also emphasize the benefits of gardening with drought-resistant and native plants. The company has an advantage in the organic gardening market in the southeast Louisiana region as there are currently no organic gardening businesses that offer similar services in the area. According to research conducted by the National Gardening Association, of the households surveyed, 57% of them maintain a garden of 100 square feet or less (National Gardening Association). To minimize the need for frequent maintenance by the client, GGG will limit the size of clients gardens to no more than a 12 x 12 area, with the exception of prison-run and school-run gardens.
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The demand for organic and eco-friendly gardening is growing

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progressively. A recent survey showed that an estimated 12 million households used only allnatural fertilizer, insect, and weed control in 2008, an increase of 140% from 2004. Also, 73% of the people surveyed claimed that their reason for being more environmentally responsible was that it is better for the environment, 59% say it is to reduce the risk of chemicals in their yard, and 54% say their reason is to reduce water pollution (Butterfield). Likewise, the

information in Table 1 below shows that a majority of households with a yard or garden will definitely/probably use all-natural/organic gardening methods in the future.
Table 1 2008 Environmental Lawn and Garden Survey of the Likelihood That a Respondent With a Yard or Garden Will Start Using All-Natural Gardening Methods in the Future

Will Use All-Natural/Organic Gardening Methods in the Future

Definitely/probably will use Might or might not use Probably will not use Definitely will not use Don't know TOTAL

U.S. Households with a Yard or Garden

% 39 28 10 2 2 100 Millions 39 28 10 2 2 100

Source: National Gardening Association, How Many Organic Gardeners Are There, Nov. 2012, Web.

With an ever increasing demand for organic and environmentally sustainable living, GGG has an advantage in entering the market at this time. The companys goal is to provide clients an educational organic experience while simultaneously introducing them to the benefits of organic gardening with the purpose of maintaining the clients well-being as well as the environments well-being.

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Discussion and analysis

GGG will address many issues that may face the garden business. The key environmental issues and impacts that the company will attempt to limit are: (Esty and Simmons, 23-24) Waste, packaging, and recycling Air pollution and greenhouse gas emissions through energy use Water pollution and availability Chemicals and toxics Land use, habitat destruction, and biodiversity

GGG will also look beyond environmental issues to address social concerns such as: (Esty and Simmons, 23-24) Community development Health and nutrition

A key strategy for the company is to drive revenue growth and spur innovation. GGG will likewise endeavor to build brand loyalty and reputation through hands-on consultations and follow-up sessions. The company will take an inside out and outside in perspective to spotting challenges. An AUDIO analysis has been created to address these concerns (Appendix). GGG will also enlist a Landscape Architect and a Botanist for consultations, when necessary. To address the matter of waste, packaging, and recycling, GGG will limit the use of paper in client correspondence. All clients memos will be handled on-site with a tablet computer.

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Also, each client will be given a thumb drive with information regarding all plants and pesticides used in their garden, as well as gardening tips. These thumb drives will reduce the need for paper-based information and will also ensure the clients success in maintaining their garden. Periodically, emails may be sent to clients with updated and valuable information to save onto their thumb drives. GGG will also encourage clients to maintain a composting system. This system will aid in reducing clients volume of waste disposal as well as generate nutrient rich soil for their gardens. Regarding the challenge of air pollution and greenhouse gas emissions, the company will only use electric-powered machinery; and only when necessary. All weeding and maintenance of the garden areas will be done by hand or by a reel mower. The importance of this process will be stressed to clients from day one. Moreover, all follow-up consultations with clients will be held via Skype, unless on-site dialogue is absolutely essential. Video conferencing will reduce the need for unnecessary automobile travel to and from the site. Water is quickly becoming a threatened resource. For most of North America, over 60% of residential water is used in landscaping (Xeriscape Benefits). A common misconception is that a garden should be watered daily. However, soil particles have a large surface area. One cubic inch of ordinary soil could have a surface area of 25 square feet; many soils can hold two to three inches of water in each foot of soil depth. Gardens using organic matter, such as compost, can hold even more water (Long). A mainstay in organic gardening is composting. Composting will assist in increasing the amount of water retained in the soil, thereby decreasing the need for watering. Composting possibly may reduce the need for chemical

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fertilizers that may dispense toxins into water supplies. Composting may also remove solids, oil, grease, and heavy metals from storm water runoff (Basic Information). Another great way to reduce water use is by using drought-resistant and native plants. Native plants do not require watering, pesticides, or fertilizers. Using these types of plants will greatly lessen pollution run-off. An additional way of decreasing the use of water is through harvesting rainwater. Simple rain barrels can be created with standard plastic trash cans and old hoses attached to downspouts (Long). Another alternative gardening technique that GGG will

practice is xeriscaping. This method involves creating a garden that can be sustained with little watering. Xeriscaping saves water and can reduce landscape water usage by 50 75%. Xeriscaping also requires less maintenance and no fertilizers or pesticides (Xeriscape Benefits). One of the major environmental issues that the company will address is the use of chemicals and toxics in gardening. Each year, North American households use roughly 136 million pounds of pesticides on home and lawn care. Surprisingly, homeowners use about three times the pesticides used by farmers. Most wildlife poisonings and most surface water contamination from pesticides come from single-family homes (Natural Garden). GGG will eliminate the need for chemical pest control with the proper use of weeding, organic soil, and homemade and non-toxic pest remedies. These non-toxic mixtures will be made of non-toxic yet noxious ingredients such as garlic and cayenne pepper. The destruction of habitats and biodiversity has an impact on everyone. Landscaping with native plants can aid in pollination, as opposed to monoculture crops. GGG will cultivate

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bee and butterfly gardens for clients that aid in growing the critical bee population. Unfortunately, many popular flowering varieties are hybridized for features valued by gardeners but reduce the production of nectar and pollen, rendering them useless to bees and butterflies (Iannotti). Bees can dramatically increase fruit and vegetable production, thus yielding greater organic food crops. The company will look beyond environmental issues to a broader set of social concerns. Some definitions of organic agriculture incorporate a commitment to social justice (Shreck et al. 440). One such social concern is community development. GGG will consult with local schools and prisons to aid them in generating beneficial organic gardens. Creating a prison garden may help prisoners gain much needed training for use upon release. Prison gardens contribute to increased nutritional habits of prisoners. A study in San Francisco showed that 29% of prisoners are typically re-arrested within four months of release as opposed to only 6% of those who participated in a gardening program (Leech). The company will likewise consult with local schools to aid in their organic food and gardening education. According to a 2009 study by the National Gardening Association, 35% of households surveyed believed gardening activities should be offered in schools whenever possible. Similarly, of the households surveyed, 48% of those measured are of the opinion that teaching kids about gardening is good for the environment (National Gardening Association). In working with schoolchildren, GGG will help them learn environmental responsibility and will shape their desire for fresher fruits and vegetables thus leading to healthier eating habits.

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Another social concern of the company is health and nutrition. Epidemiological studies have shown that exposure to environmental chemicals may increase the risks of obesity and diabetes. Exposure to pesticides for the general population comes mainly through pesticide residues on food (McCullum-Gomez 254). Of the households surveyed by the National

Gardening Association, 54% claimed their reason for food gardening was to save money on food bills, 51% said it was to grow better quality food, and 48% said it was to grow food I know is safe (National Gardening Association). Although a major focus of GGG is gardening for the purpose of harvesting organic fruits and vegetables, organic gardening may also save families money. The company will utilize an office inside of one of the four owners home that will be used for administrative purposes. General start-up costs are as follows:
GENERAL Outside Storage Building Wages (4 Employees @ $10/hour 4 Owners @ 20 hours/week for 44 weeks/year) Contracts, Licenses, & Permits Gas, Phone, Internet, Electric Bills Insurance Fees TOTAL $41,050 $4,000 35,200 250 400 1,200

A total of the equipment costs are as follows:

EQUIPMENT

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Miscellaneous Gardening Tools Tablet Computers (2 @ $500/each) Home Office Desktop Computer All-in-One Printer Trailer 16g Thumb Drives (20 @ $10/each) TOTAL $4,000

$1,000 1,000 500 100 1,200 200

A total of the inventory costs are as follows:

INVENTORY Organic Planting Soil Garlic Oil & Cayenne Pepper Recycled Spray Bottles (20 @ $5/each) FSC Certified Wood Posts Reel Mower (2 @ $80/each) Organic Seeds/Seedlings 100% Natural Hemp Cord (2 @ $8/each) Eco - Friendly Wooden Garden Stakes (250) Recycled Water Hoses (20 @ $40/each) Indoor Kitchen Compost Bins (20@$50/each) Outdoor Garbage Cans (20@$40/each) Miscellaneous Total $5,266 $1,000 50 100 500 160 300 16 40 800 1000 800 500

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A total of the marketing costs are as follows:

MARKETING Website (Initial Cost + 12 Months Maintenance) Local Advertising (Radio & Television) Total $2,300 TOTAL START-UP COSTS $50,316 $300 2,000

The companys main source of capital will be a contribution of $10,000 from each of the four owners for a total of $40,000. GGG will also apply for assistance under the Louisiana Small Business Loan Program that helps women-owned businesses, as all four owners of GGG are women. Through this program, GGG may receive low interest rate loans and loan guarantees. GGG is estimating the need for a loan of $30,000 to cover additional employees as needed, as well as emergency funds. In the first year, the company would like to develop a steady clientele of at least 96. Due to the cyclical nature of the gardening business, the company will have high and low season months. The high months will be January, February, March, April, May, June, July, and August. The low months will be September, October, November, and December. All lagniappe equipment with the exception of a mower will be provided. The following tables break the revenue from clients into season, monthly, and yearly figures.
REVENUE YEAR 1 First Consultation Fee ($50) First Visit Fee ($100) Installation of Mosley SEASON High (10/month) Low (4/month) High (10/month) Low (4/month) High (7/month) MONTHLY $5000 $200 $1,000 $400 $2,100 YEARLY $4,000 $800 $8,000 $1,600 $16,800 MGMT 620 Fall 2012

P a g e | 12 Vegetable/Fruit Garden ($300) Installation of Bee/Butterfly Garden ($400) Installation of Prison/School Garden ($1,000) Maintenance of Vegetable/Fruit Garden ($15/month) Maintenance of Bee/Butterfly Garden ($25/month) Maintenance of Prison/School Garden ($50/month) Low (2/month) High (3/month) Low (2/month) 0/year High (7/month) Low (2/month) High (3/month) Low (2/month) 0/year Total Revenue: $48,560 $600 $1,200 $800 $0 $105 $30 $75 $50 $0 $2,400 $9,600 $3,600 $0 $840 $120 $600 $200 $0

GGG estimates at least 96 new clients in year two, bringing the total clientele to at least 192. Given that the company will be an established business after year one, a renewed focus will be on prison-run and/or school-run gardens.
REVENUE YEAR 2 First Consultation Fee ($50) First Visit Fee ($100) Installation of Vegetable/Fruit Garden ($300) Installation of Bee/Butterfly Garden ($400) Installation of Prison/School Garden ($1,000) Maintenance of Vegetable/Fruit Garden ($15/month) Mosley SEASON High (10/month) Low (4/month) High (10/month) Low (4/month) High (7/month) Low (2/month) High (3/month) Low (2/month) MONTHLY $500 $200 $1,000 $400 $2,100 $600 $1,200 $800 YEARLY $4,000 $800 $8,000 $1,600 $16,800 $2,400 $9,600 $3,600

2/year High (7/month) Low (2/month)

$2,000 $105 $30

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Maintenance of Bee/Butterfly Garden ($25/month)

High (3/month) Low (2/month)

$75 $50

$600 $200

Maintenance of Prison/School Garden ($50/month)

$600 @ 2/year

$1,200

$1,200

Total Revenue Year 2 + Revenue Year 1 = Total Revenue $51,760 + $48,560 = $100,320

The company anticipates adding an additional clientele of at least 96 for year three bringing the total clientele of at least 288. GGG expects to double the number of prison-run and/or schoolrun gardens in year three.
REVENUE YEAR 3 First Consultation Fee ($50) First Visit Fee ($100) Installation of Vegetable/Fruit Garden ($300) Installation of Bee/Butterfly Garden ($400) Installation of Prison/School Garden ($1,000) Maintenance of Vegetable/Fruit Garden ($15/month) Maintenance of Bee/Butterfly Garden ($25/month) Mosley SEASON High (10/month) Low (4/month) High (10/month) Low (4/month) High (7/month) Low (3/month) High (3/month) Low (1/month) MONTHLY $500 $200 $1,000 $400 $2,100 $900 $1,200 $400 YEARLY $4,000 $800 $8,000 $1,600 $16,800 $3,600 $9,600 $1,600

4/year

$4,000

$4,000

High (7/month) Low (3/month) High (3/month) Low (1/month)

$105 $45 $75 $25

$840 $180 $600 $100 MGMT 620 Fall 2012

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Maintenance of Prison/School Garden ($50/month)

$600 @ 2/year

$1,200

$1,200

Total Revenue Year 3 + Revenue Year 2 + Revenue Year 1 = Total Revenue $52,920 + $51,760 + $48,560 = $153,240

Conclusion and recommendations

Through organic gardening, GGG will not only represent a way to acquire leverage on many environmental issues, but will also add value for the client and generate brand loyalty. With an ever-growing green movement, the company will progress as well to maintain an eco-advantage. Sustainability is a journey and the company will continuously reassess the key points highlighted in the AUDIO analysis. It is recommended that the company will address the environmental issues in the AUDIO analysis quarterly and make adjustments as needed. All owners of GGG will also ensure they remain at the forefront of the current environmental issues through continuous research. Only establishments that understand that they must continually improve and evolve will remain at the forefront of the eco-movement.

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Appendix AUDIO Analysis

CHALLENGE ASPECTS UPSTREAM DOWNSTREAM ISSUES OPPORTUNITY Reduce packaging, offer recycled/ eco-friendly options & enforce composting Solid and toxic waste from supplier production

WASTE, PACKAGING, & RECYCLING

Quantity of garbage generated

Disposal of packaging/ waste by clients

Rising cost of waste disposal

AIR POLLUTION/ GREENHOUSE GAS EMISSIONS THROUGH ENERGY USE

Air emissions from machinery

Emissions at supplier factories & energy sources

Emissions from machinery

Tightening controls on air emissions

Reduce use of gasolinepowered machinery

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WATER POLLUTION & AVAILABILITY

Contaminated runoff from buildings

Excess water use/ pollution by suppliers

Toxic products in water sources

Rising pressure for improved water quality

Reduce need for frequent water usage & reduce possibility of pollutants in water sources

CHEMICALS & TOXICS

Use of chemicals in garden maintenance

Chemical runoff by suppliers

Chemicals in products sold

Contamination of environment

Generation of organic food products for consumption

LAND USE, HABITAT, & BIODIVERSITY

Habitat fragmentation/ urban sprawl

A need for sustainable agriculture & products that dont reduce biodiversity

Customer product use or misuse that cause ecological damage

Concern about sprawl, destroyed habitat & reduced diversity

Generate gardens that increase habitats & biodiversity

References
Butterfield, Bruce. How Many Organic Gardeners are there? garden.org. National Gardening Association, 2012. Web. 2 November 2012. Butterfield, Bruce. The Impact of Home and Community Gardening in America. gardenresearch.com. National Gardening Association, 2009. Web. 2 November 2012. Composting for Facilities Basics. epa.gov. 16 November 2012. Web. 18 November 2012. Esty, Daniel C., and P. J. Simmons. The Green to Gold Business Playbook. Hoboken: John Wiley & Sons, Inc., 2011. Print.

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Iannotti, Marie. Bee Plants: Attracting More Bees and Pollinators to your Garden. about.com. Web. 26 October 2012. Leech, Eric J. Rikers Island Sprouting Green: Gardening Project Helps Ex-Prisoners Plant, Grow, and Not Go Back to Prison. tlc.discovery.com. Discovery Communications, n.d. Web. 2 November 2012. Long, Cheryl. A Better Rainwater-Harvesting System. motherearthnews.com. Ogden Publications, Inc., August/September 2012. Web. 26 October 2012. McCullum-Gmez, Christine. Commentary: Role of Organically Produced Foods in Reducing Exposure to Synthetic Pesticides in Childrens Diets. Diabetes Spectrum 23.4 (2010): 254-258. ProQuest. Web. 26 October 2012. Natural Garden Pest Control. eartheasy.com. 2012. Web. 2 November 2012. Shreck, Aimee, Christy Getz, and Gail Feenstra. Social Sustainability, Farm Labor, and Organic Agriculture: Findings from an Exploratory Analysis. Agriculture and Human Values 23 (2006): 439-449. ProQuest. Web. 26 October 2012. Xeriscape Benefits. eartheasy.com. 2012. Web. 2 November 2012.

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