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XAVIER UNIVERSITY

Xavier Urban Farm


Executive Summary
Joseph McGrath, Redmond Millerick, Jenny Niemeyer, Rebecca Woodul

Xavier Urban Farm

I.

EXECUTIVE SUMMARY:

A.

B.
C.
D.
E.
F.

PURPOSE
OWNED
LOCATION
BUSINESS CONCEPT
MISSION
VISION

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II.

COMPANY SUMMARY:

A.
B.
C.

COMPANY HISTORY
COMPANY OWNERSHIP
PRODUCTS

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IV. MARKET ANALYSIS AND SUMMARY:

A.
C.

MARKET SEGMENTATION
TARGET MARKET SEGMENT STRATEGY
INDUSTRY ANALYSIS

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V.

STRATEGY AND IMPLEMENTATION SUMMARY:

A.
B.
C.

MARKETING STRATEGY
COMPETITIVE EDGE
SALES STRATEGY

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B.

VI. MANAGEMENT SUMMARY:

A. PERSONNEL BIO
B.
Personnel Plan
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VII.

A.
B.

Financial Plan and Market Data:


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REVENUE MODEL
BELLARMINE DATA
C.
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EXPECTED EXPENSES

Xavier Urban Farm

Executive Summary

Xavier Urban Farm

A.

Purpose
1. The Xavier Urban Farm is a student run business
partnered with Department of Sustainability at Xavier
University. We are here to bring fresh organic produce to a
community that lacks a strong resource of fresh produce.
With the support of the campus community we are going to
employ student workers and reach out to the academic
community as an education facility.

B.

Owned
1. Joseph McGrath, Redmond Millerick, Jenny Niemeyer, and
Rebecca Woodul, partnered with the Office of Sustainability.
Working a as an Incorporation.

C.

Location
1. The Urban Farm is located behind (east of) the Commons
Apartments, across from the McGrath Health Center on
Cleneay Ave. Walking paths to the hoop house branch from
behind Smith Hall, from Cleneay Ave. by McGrath, and also
from the Wasson Way pedestrian/bike path behind the
Commons Apartments.

D.

Business Concept
1. Taking the plot of land that has already been established
as a farm, we are turning this farm into a profitable and
sustainable business to employ student and make a profit to
pay for the expenses of the farm needs outside of university
funds. We plan to accomplish this through strict financial
control and producing and harvesting the greatest potential
of produce by using organic farming techniques to obtain an
optimal yield.

E.

Mission

Xavier Urban Farm


1. The Xavier Urban Farm will maintain a sustainable urban
farm in an effort to provide fresh organic produce to the
local community, while offering expanded educational
opportunities to Xavier University.

F.

Vision

Xavier Urban Farm


1. We want to take the foundations that have been laid for
us and build on them and the progress towards achieving a
future profitable venture; where the farm provides reliable
resources, both intellectual and nutritional, while lending
itself a tool to build relationships within our community.

II.

Company Summary:

Xavier Urban Farm


A.

Company History
1. The Urban Farm is located behind (east of) the Commons
Apartments, across from the McGrath Health Center on
Cleneay Ave. Walking paths to the hoop house branch from
behind Smith Hall, from Cleneay Ave. by McGrath, and also
from the Wasson Way pedestrian/bike path behind the
Commons Apartments.
Beginning with the intent to begin a sustainable business,
provide an organic farm for the Xavier community, and to
eventually be used as a tool to the new major to the
curriculum, titled Land, Farm, and Community. Not much
traction took off early until February 2013, with a meeting
held with visiting sustainability leader Craig Schiller. Ten
participants, including students, professors and neighbors
helped design a small farm area that would serve the
university's needs. The resulting design included six raised
bed boxes, small hoop house, and seating area for classes,
meetings, and recreation.
March 2013: Community Action Day. Twenty students built
six raised bed boxes, using recycled wood and kits prepared
by the Physical Plant carpenters for student use.
April 2013: Plant craftsmen Phil, Brad, and Steve
constructed the Hoop House. Many Physical Plant staff
consulted.
August 2013: Forty yards of compost are purchased from
Compost Cincy, one of three farm/composters taking Hoff
Dining food scraps to make compost (since December 2011).
Plant craftsmen install water meters and lines. Week of
Welcome "Fun and Food at the Farm" party is hosted by
Sustainability Club. Tours of Earth Tubs, NEXUS and farm are
given by Club members and construction managers from
Physical Plant.
March 2014: Ryan Doan of Urban Greens took over the Urban
Farm as a contracted farmer. The produce was used by his
company Urban Greens. In September of 2014: he did not
renew his contract, and Jeff Ashba was hired on as the
farming consultant.

B.

Company Ownership

Xavier Urban Farm


1. The Urban Farm will be owned by Xavier University,
through the Sustainability Department. A team of students
will manage and work the farm, under the advisor ship of
Brewster Rhoads, Joe Carter, Nancy Berteux, Ann Doherty,
Jerry Braun, Gennadi Gevorgyan, and Alice Rericha. The
students will run most of the work, with tending the land,
creating promotions, and handling sales.

III.

Products:
A.

Vegetables
1. Tomatoes
2. Green and Red Peppers of multiple varieties
3. Cucumbers
4. Summer Squash
5. Green beans
6. Broccoli
7. Garlic
8. Carrots

B.

Greens
1. Lettuce
2. Kale
3. Spinach
4. Arugula

C.

Flowers
1. Cosmos
2. Zinnias
3. Marigolds
4. Poppys

Xavier Urban Farm


5. Snap Dragons

IV.

Market Analysis and Summary:


Through the use of market research and potential
partnership, the Xavier Urban Farm has dissected three
major groups to target. These include farm stand
customers, small restaurants, and local farmers markets.
A.

B.

Market Segmentation
1. Xavier Urban Farm has identified its target audience as
three groups:

a) Members of the student and faculty population, along with Bellarmine


parishioners
This customer group will be the main focus of the Student Run Business. After
surveying 100 parishioners from the Bellarmine Chapel community, located at the
heart of Xavier University, it was discovered that there is a strong interest in
purchasing fresh produce from a local, on-campus stand. These surveys provide a
description of what these members want, giving us a guided look at what to prepare
in our garden to achieve the highest possible revenue. With this in mind, we can
provide a farm stand with the intent to sell to the parishioners, but keeping the
Xavier University faculty and student population in mind. By setting up a local stand
on campus, we will be bringing fresh food right into the hands of the Xavier
community, all within walking distance of where it was produced.
b) Providing produce to FAVE, another Student Run Business
The next major focus of the Xavier Urban Farm is a partnership with FAVE, a
developing student run business striving to provide an alternative on-campus
eatery. After discussing with FAVEs founder and creator, Ronald Vieira, XUF has
been approached to provide fresh greens to the restaurant, forming a bond between
the two businesses. During the harvesting season, XUF would be able to sell the
produce to FAVE, supplying local and organic food to the customers.

Xavier Urban Farm


c) The Norwood Community
The Norwood Community is the third potential market, with a lesser focus from
Xavier Urban Farm. This market can be utilized through the Norwood Farmers
Market, which advisor Alice Rericha is organizing. This farmers market would
potentially occur a minimum of once a month, and XUF would establish a stand
there as often as possible, but only during times where there is excess produce not
taken by FAVE or the Xavier Community.

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Xavier Urban Farm


C.

Target Market Segment Strategy


1. Xavier Urban Farms chose these three market segments
based on the needs expressed for organic, local produce.
There are other potential customers XUF could reach, but
they are smaller and more difficult to reach. The farm stand,
FAVE, and farmers market are attractive customers due to
their consistent demand and voiced interest in purchasing
from XUF. There is a strong potential with these market
segments to form long-lasting bonds and valuable customer
relationships.

D.

Industry Analysis
1. The Xavier Urban Farms main channels of distribution
will be consumer direct and on-campus restaurants (FAVE).
XUF will also use social media, an emailed newsletter, and
promotional events to attract customers and obtain longterm business.

V.

Strategy and Implementation Summary:


A.

Marketing Strategy
1. Xavier University Farms will utilize a simple but effective
marketing and sales strategy. XUF will use personal and
online communication to reach their audience. With the use
of email blasts, newsletters, tweets and Facebook posts, we
will keep the clientele up to date about our produce, what is
in stock, and the available times and days to purchase.
Through personal communication, we can talk to the
consumers face to face; informing them about the
opportunities and products the business has to offer. The
farm will obtain sales through a consumer direct process. All
sales with the customer will be done at the stand, where the
team can answer questions and provide information about
what was grown. It will also start an open dialogue between
business and consumer, providing feedback when necessary.

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Xavier Urban Farm

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Xavier Urban Farm

B.

Competitive Edge
1. Xavier Urban Farms is in a prime position to succeed.
Through the placement of the farm, the product is closer
than ever. The Xavier Urban Farm is on Xavier Universitys
campus, providing the consumer with a direct, easily
accessible way of obtaining the product they want. XUF will
set up a stand that faculty, students, and parishioners will
already be around. With a stand on campus, students will no
longer need to drive off campus to get fresh vegetables,
faculty can grab what they need between classes and work,
and parishioners can buy produce while leaving church that
they were already on campus to attend. This will allow
buyers to come to our stand, instead of dealing with going
out of their way to visit the grocery store.

C.

Sales Strategy
1. Xavier Urban Farms will focus on the local Xavier
community as the main customers. The main sales effort will
be directed towards students, faculty, and Bellarmine
parishioners. The main consumers XUF is marketing to are
people who will already be on campus, who will not be
traveling out of their way to get their produce. XUF will also
benefit from selling their crop to FAVE, giving the consumer
the ability to taste the cooked product.
The second focus will be the Norwood community, through
the Norwood Farmers Market. Xavier Urban Farm is looking
to include a stand at these markets, but the Norwood
Farmers Market is not concrete yet, so there is no way of
knowing the consistency of this event.

VI.

Management Summary:
A.

Personnel Bios

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Xavier Urban Farm


1. Redmond Millerick is an English and Advertising double
major, with a Theatre minor. He is from Chicago, Illinois and
is currently a junior at Xavier University. He became involved
in the project because of his interest in organic food, and a
desire to learn more about how to start producing his own.
He wants to help the Xavier Urban Farm grow to be a
profitable business, and through the use of his marketing
and writing skills help it expand to become a sustainable
outlet for lovers of community and fresh local produce.
2. Rebecca Woodul is a junior at Xavier University from
Upstate New York, majoring in Economics &
Sustainability and minoring in Business. Her interest in this
project is in founded by the intrinsic value she possesses for
the environment, and the motivated faith held in spreading
the fruit of healthy food, thereby connecting to people in a
complete way.
3. Joe McGrath is currently a senior at Xavier University,
majoring in Business Sustainability: Management, and
Economics. He is from Cottontown, Tennessee and was born
and raised on a farm. He grew up helping out with his
familys farm as a family hobby. After spending time working
at the Civic Garden Center all summer he developed a love
for food Justice and Sustainability. To be able to apply that to
an on campus organization is just the perfect combination
for Joe.
4. Jenny Niemeyer is a sophomore at Xavier University,
majoring in Business Management and minoring in
Entrepreneurial Studies. She is from Findlay, Ohio and has
always had a strong love for business since she grew up
around her parents business. She became involved with the
sustainable urban farm through her desire for
entrepreneurship and fresh organic food.
5. Jeff Ashba is the Farmer hired through the Sustainability
department of the university. He will not be doing much of
the farming itself, but he will serve primarily as an
experienced consultant to us for the foreseeable future. The
team intends to collaborate with Jeff when seeking advice or
additional experience with the growing process. This may
include a variety of information from the expected amounts
of produce to plant for our market, to when to plant and
harvest certain crops.

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Xavier Urban Farm


6. The five are business partners and will be managing the
urban farm. Important decisions involving finances,
marketing, growing, maintenance, and future expansions
will be made collaboratively. The team will also be the main
laborers of the farm itself for at least the first six months,
and possibly the year. Student workers and possible
internship opportunities will be considered further down the
road.

B.

Personnel Plan
1. Redmond: Public Relations, Marketing Manager, and
student farm worker.
2. Rebecca: Chief Executive Officer, and student farm
worker.
3. Joe: Operations and Production Manager, and student
farm worker.
4. Jenny: Chief Financial Officer, and student farm worker.

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Xavier Urban Farm

VII. Financial Plan and Market Data:


A.

Revenue Model

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Xavier Urban Farm

B.

Bellarmine Data

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Xavier Urban Farm

C.

Expected Expenses