SOCIAL ENTREPRENEURSHIP PLAN-

PHASE 2
4 “M”s of Mission Statements
 Memorable - We, at House of Greens are committed to make the lives of our customers
more enduring, verdant and eco-friendly with our well researched product line and
monthly service which will help us remain connected.
 Motivational - We believe in innovation, improvisation, in enhancing our skills & update
our technologies to give site-specific solutions to both Households, Corporates,
institutions and other potential consumers.
 Manageable - We aim at specializing in creative/customisable design, sustainable
manufacture and supply of green wall which will help the other end (b2b or b2c) to fulfil
their social responsibility, while also facilitating various habitats by constructing them a
home in the concreate jungle and low-income group community by providing job
opportunities.
 Measurable - Like all living plants, greenery in plant walls requires periodical
replacements/check-in to compensate for plant loss and to maintain them according to the
climate and unforeseen changes.

Introduction and explanation of the prototype

1. Who are the beneficiaries or customers?

Target Beneficiaries are floor operating
corporates/start-ups, large scale MNCs, educational
institutes, households etc.

2. How will you serve them?

The main target being corporates and institutes
because installing green walls does not only fulfil their
corporate social responsibility also allow them to stay
connected with something that is anticipated to be extinct in the
coming generations.

3. What specifically does your program look like?

Program of House of greens is sustainable including
upcycling and recycling without leaving any room for green washing.
It is eco-friendly and relatively economics than that of the existing
green wall developers.

4. What initial management and governance structure will you put in place to implement
the strategy?
 House of greens (HOG) operates in divisional organisational structure because there are
different departments like soil, plant, designing, customising, recycyling, upcycling,
installation, maintainance,etc divided geographically, product-based and market- based.

5. On what premises (experience/knowledge) did you build your solution?

On the knowledge/experience of the existing market of green walls established largely
in the United Kingdom for compensating for all the pollution that is emitted by the auto
mobiles and industries, although implanting such solutions in India at such rate would
be accepted by the public and would also not be sustainable.

Business Model
1. What will be your core strategy for profitability during business?
The core strategy for profitability during the active functioning HOG would be
challenging more social responsibilities of various sectors of the society, introducing the
product line to serve crowd above and below the poverty line, by increasing existing
product line by introducing various other products like green roofs, stepping up our
design cycle and eventually increasing prices with inflation, advertising and consumers
in the loop with our maintenance services.

2. What are your unique selling/value propositions?

Unique selling propositions for HOG would be being the most economical green wall,
the green wall being 87% (approx) sustainable model, collection of corporate waste
(plastic waste) and recycling/upcycling it and giving a functional product for them,
creating a noticeable and valuable system. fulfilling all the societal and environmental
responsibilities and creating live for various beings in the concreate jungle.

3. What will be your sustainable competitive advantage?

The sustainable competitive advantages for the consumers of house of green will be the
pricing, the connection and an opportunity to be the part of the greens routinely, the
maintenance and the joy of installing the green frames by them self’s which adds up to
achievement, post purchase services at very low price and also creating green jobs for the
skilled and non-skilled labours.

Revenue Model
At start-up stage:
1. How much start-up capital do you need?
2. What sources are available to provide seed capital?
Source to provide seed capital for our business would be incubators. Incubators
typically offer small seed investments as well as services like office space and
management training. Most incubation programmes do not require the start-up to give
up any equity, but they typically provide support in addition to cash. This will be very
helpful for HOG and us as we are young entrepreneurs and we need mentorship in
growing our business. Personal saving is another source for capital as seed capital,
founders may contribute their personal wealth and reserves. This is also known as
bootstrapping, and it puts additional financial strain on founders without requiring them
to repay borrowed funds.

3. How will you spend it?

It’s believed that the more you’re aware of cash flow needs, the more control you’ll have
over your business. This can be managed by-
 Calculating cash flow - Cash flow from operations can be calculated by taking net
profit, + (depreciation and noncash outlays) – (increases in accounts receivable
and inventories during the period) and + increases in accounts payable.
Calculations can be done on whatever operating cycle time frame is most
meaningful to business (monthly, quarterly, etc.). Best results are usually obtained
by using monthly cash flow statements and predictions based on prior experience.
 Improving cash flow - Proper management of accounts receivable and inventory
can strengthen cash flow. Inspection of billing procedures to reduce lag time
between shipping and invoicing. Review inventory levels and dispose of obsolete
inventory by reducing prices or selling for scrap.
 Asking for deposits or partial payments on large orders - For example, a 10%
deposit upfront before beginning to draw up plans for the order then charge half
the remaining amount when work begins, and the balance upon completion.

4. How will you acquire capital to go to the next level

 Merger - A true merger in the corporate world, involves two companies
consolidating into a new legal entity. for the right businesses, this can be a way
for both of them to jump to the next level concurrently. For example,
“HOUSE OF GREENS” merged with another green wall developing company
to eliminate competition and to grow fast with the combined technology &
resource of both companies.
 Investor - Most growing companies go through many series of capital raises with
additional investors, labelling them Series A, Series B, Series C, and so on. Each
capital raise can help get your start-up to the next level, as you should be pricing
your company with a higher valuation at each round
 Strategic partner - A strategic partner can help you gain market share and reduce
risk. For example, if our company only has a local or regional product line, it
 might benefit from an international partner or distributor who will help us to gain
a reputation. This will be prosperous only when there’s a win-win situation for
both the parties

5. How will you fund scaling the organization?

The scaling of the organization can be done through social media, making people aware
online about the benefits and how sustainable is the green wall. Other than that
collaborations from big organizations who are into this business and associating name
with them is a way of scaling. These scaling strategies will be funded by such
organizations only as convincing them to invest in the idea, finding market for the
product and getting customers.

6. Identify fixed and variable costs of operating your model

Fixed cost
1. Inventory –
 Soil
 Plants
 Lumber wood
 Pipe
 Plastic sheets
2. Maintenance cost for inventory i.e for plants
3. Motor
4. Wages given to workers who will do the maintenance work
5. Installation charges ( Rs. 72 per sq.ft)
Variable Cost
1. Marketing / Advertising
2. Transportation charges
(Rs. 170 per sq.ft to south from Bangalore and Rs. 190 per sq.ft to North from
Bangalore)
3. Maintenance given to green walls
(Rs. 54 per sq.ft)
7. Cost structure – what is your unit cost and how does growth affect it
Unit cost of green wall is Rs. 2185.94 per sq ft. and unit cost for green frame is Rs. 1180
per sq ft. When our business will grow our unit cost will go down as we will buy raw
materials in bulk and our production volume will increase which will cause reduction in
average overhead cost per unit.
Scaling Strategy

Scale: the measurable increase in impact based on the spread of a practice, program or
process
• How will you scale using one or more of the following:
1. Growing the organization
As House of greens is using plastic material to make products like green wall and
frames, For that to grow and the idea to be more renowned, they need to collaborate
with NGOs and corporates that are also concerned for the increasing plastic pollution
and are willing to take steps regarding reducing, reusing and upcycling plastic waste.
One a local organisation of Bangalore known as swachha eco solutions has the same
mindset as ours, they collect plastic from each kind of corporate, residential and
municipalities and treat them in various ways to upcycle or recycle it in ways
possible. Site: http://www.swachhaecosolutions.com/about.htmlThese people can
connect to this organisation and more such organisations and pitch them their selling
products so that to increase reach, make more people aware and thus collaborating
with such big organisations will give them credibility and trust towards people to buy
from them, thus increasing their scale.
2. Replicate our brand
The model from House of greens of green wall can be replicated from a company of
Denmark known as “natural green walls” which uses green walls that are made from
recycled plastic and can be reused again.
Their design of the pots minimizes water wastage by using the water in each reservoir
in the best way possible and the power consumption is almost unmeasurable since
water is supplied rarely. As the model of house of greens is 80% sustainable and it not
just uses plastic bottles but also they have used indoor plants that require minimum
water supply. In addition to green walls they have also made frames from plastic
bottle waste which is also a very small step but an effective one to promote
sustainability. Since they can replicate their model from such a big organisation, this
gives them credibility and trust on the idea of using a new sustainable product.
Site: https://en.naturalgreenwalls.com/
3. Organizing collective action
Plastic waste prevention must come first, followed by reuse and recycling. Plastic
recycling may be made safer by improving collection and monitoring. The House of
Green has initiated a collection effort for plastic bottles. Our primary goal is to
address a social issue while also making our company more environmentally friendly.
It took place at our college, in the PGs where we live, and in our dorms. To begin
with, we created flyers that were displayed throughout our division, PG, and hostel,
with cloth bags placed beneath the flyers for people to drop their used plastic bottles
into. We set a goal of collecting 50 plastic bottles, which we achieved. We sent them
to be recycled after the collection was done. Our business prototype will be made
from 100% recycled plastic. We will use these recycled plastic bottles to put or hold
the plants in the vertical garden instead of using plastic plant holders because our
business strategy is focused on the green wall, which is sustainable and eco-friendly.