EXECUTIVE SUMMARY

GREEN GAGE GARDENING is a service organization providing gardening services.

Roof gardening is done on the roof of building to reduce temperature and give a pleasant look to
the home, office etc. Its niche market in this region, and a part of designing the home.

The green cover of urban areas around the world is being replaced with concrete and brick.
Urban dwellers no longer live and work intimately with the plant that provide the oxygen they
breathe, the clothes they wear, the food supply they find so abundantly around them. Hubli-
being an populated city, meanwhile is exceeding her carrying capacity. Roof gardening is
fashionable activities mainly for the solvent people. If the city dwellers are well motivated in
roof gardening, it may potentially contribute in changing the highly polluted capital city into
healthy one. In this regard, a sort of government and non-government support is required to train
and motivate people with regards to technical aspects of roof gardening including marketing.
The study clarifies physical and cultural aspects of roof gardening. It also clarifies that roof
gardening is financially viable in addition to amenity and recreational gain.

A roof garden is any garden on the roof of a building, besides the decorative benefit,
roof plantings may provide food, temperature control, hydrological benefits, architectural
enhancement, habitats or corridors for wildlife, and recreational opportunities.

Humans have grown plants atop structures since antiquity. The ziggurats of ancient
Mesopotamia (4th millennium BC–600 BC) had plantings of trees and shrubs on aboveground
terraces. An example in roman times was the Villa of the Mysteries in Pompeii, which had an
elevated terrace where plants were grown. A roof garden has also been discovered around an
audience hall in Roman-Byzantine caesura. The Medieval Egypt city of Fustat had a number of
high rise buildings that Nasir Khursaw in the early 11th century described as rising up to 14
stories, with roof gardens on the top story complete with ox-drawn water wheels for irrigating
them.

Environmental Impact

Roof gardens are most often found in urban environment. Plants have the ability to reduce the
overall heat absorption of the building which then reduces energy consumption. "The primary

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cause of heat build-up in cities is insulation, the absorption of solar radiation by roads and
buildings in the city and the storage of this heat in the building material and its subsequent re-
radiation. Plant surfaces however, as a result of transpiration, do not rise more than 4–5 °C above
the ambient and are sometimes cooler."This then translates into a cooling of the environment
between 3.6 and 11.3 degrees Celsius (6.5 and 20.3 °F), depending on the area on earth (in hotter
areas, the environmental temperature will cool more). The study was performed by the
University of Cardiff.

A study at the National Research Council of Canada showed the differences between roofs with
gardens and roofs without gardens against temperature. The study shows temperature effects on
different layers of each roof at different times of the day. Roof gardens are obviously very
beneficial in reducing the effects of temperature against roofs without gardens. “If widely
adopted, rooftop gardens could reduce the urban heat island, which would decrease smog
episodes, problems associated with heat stress and further lower energy consumption.

Aside for rooftop gardens providing resistance to thermal radiation, rooftop gardens are also
beneficial in reducing rain runoff. A roof garden can delay run off; reduce the rate and volume of
runoff. “As cities grow, permeable substrates are replaced by impervious structures such as
buildings and paved roads. Storm water run-off and combined sewage overflow events are now
major problems for many cities in North America. A key solution is to reduce peak flow by
delaying (e.g., control flow drain on roofs) or retaining run-off (e.g., rain detention basins).
Rooftop gardens can delay peak flow and retain the run-off for later use by the plants

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Idea generation

Now days we are finding increase in temperature due to imbalance in natural calamities.
In place like Hubli where temperature is high with high humidity, people would like to have a
cool atmosphere around them. Therefore we have come up with innovative idea of meeting the
needs of people & encourage green environment in the city. Roof gardening is utilizing the
limited space effectively to grow plants, and keep the environment cool with pleasant
atmosphere. Our business idea does not only revolve to promote roof gardening but train or
guide people to do gardening in better manner.

Roof garden vs. Green Roof

A roof garden is actually very different from a green roof, although the two terms are often and
incorrectly used interchangeably. A roof garden is an area that is generally used for recreation,
entertaining, and as an additional outdoor living space for the building's residents. It may include
planters, plants, dining and lounging furniture, outdoor structures such as pergolas and sheds,
and automated irrigation and lighting systems. A roof garden reestablishes the relationship
between humans and nature that can be lost in urban environments.

It is different from a green roof in that the considerations are primarily of an aesthetic or
recreational nature, whereas a green roof is usually constructed to cover a large area in the most
economical and efficient means possible with an emphasis towards improving the insulation or
improving the overall energy efficiency of cooling and heating costs within a building.

The panels that comprise a green roof are generally no more than a few inches up to a foot in
depth, since weight is an important factor when covering an entire roof surface. The plants that
go into a green roof are usually sedum or other shallow-rooted plants that will tolerate the hot,
dry, windy conditions that prevail on most rooftop gardens. With a green roof, "the plants layer
can shield off as much as 87% of solar radiation while a bare roof receives 100% direct
exposure".

The planters on a roof garden, on the other hand, can generally range anywhere from 6 in up to
3 ft (0.15 to 0.9 m) in depth, depending on the weight-bearing capacity of the roof, and would be
placed more for aesthetic purposes. These planters can hold a range of ornamental plants,
anything from trees, shrubs, vines, or an assortment of flowers. Since the planters on a roof
garden are placed in random fashion, it would be much less likely to provide the environmental
and energy benefits of a green roof.

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Science of gardening

The related idea of a living machine is based on the most basic cycle of gardening: using wastes
(organic waste and sewage), appropriately broken down, usually in some specialized container,
on the soil, and harvesting food which, when processed, generates biodegradable waste, and
when eaten, generates sewage. In most of the world, this kind of very tight closed loop gardening
is used, despite certain health risks if necessary precautions are not taken. Composting human or
pet waste should achieve thermophilic conditions and age for at least a year before being used.

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 Company profile
Green gage gardening is organization providing unique gardening services. It commenced in
the year 2011 with 6 partners with initial investment of 3lak.It’s specialized with roof gardening
service. Office is located in Vidyanagar at Shirur park.

Service provided

• Roof gardening

• Gardening balcony

• Training on gardening

Management & Organization

Nature of organization – Partnership firm

No of employees- 11

Management & Team

Preeti P CEO
Aditya Marketing head
Sarfraj & Hanan Operations
Maheshwari Finance
Deepak Human resource

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 Marketing Strategy of Roof farming
The important task of marketing is to identify the important 4P’s of marketing.

1. Place- The place identified to set-up the business is Hubli, Vidya nagar where the large
number of target customer exists in that area.

Target customers-According to the income category-

• Upper middle class & above

2. Promotion- It is one of the important P of the marketing mix, in this case promotion
activities includes having a section in the offices, in the place where people can gather
easily like temple others, having a show in the television and through public relation,
most of the promotion activity is through direct marketing.

Has roof farming is a new concept in the market in the initial stage advertising in
the newspaper, magazines may not work productive.

3. Product- The product here is roof farming/gardening.

4. Price- The pricing here is done which covers cost of producing, transport and other
variable cost & fixed cost, labor cost including a fair return for the effort & risk involved
in it.

Porter’s Five Force Model

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 1. Threat of new entrants- As the product is new in this market, the threat of new entrants
doesn’t exist & also there is no any competition in the market as of now.

2. Bargaining power of customers- Here the bargaining power of customer exists has the
product is new it takes time to educate the people about the need of the roof
farming/gardening.

3. Bargaining power of the supplier- Bargaining power of supplier does not exist has we
are purchasing directly from the factory (Agriculture university) seeds, fertilizers &
others.

4. Threat of substitute- Threat of substitute can be the growing a plants in the pots and
hanging in the wall, it can act as substitute to some extent.

5. Competitive rivalry within the industries- There is no any competitive rivalry among
the industries in this sector.

SWOT ANALYSIS
The SWOT analysis of this business is:

• Strength- The strength of the business is young enthusiastic employee, materials

are directly procuring from the Agriculture University.

• Weakness- Lack of experience, finance

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 • Opportunity- It is expected to increase the demand of roof farming/gardening in
the future so we can scale up the business by covering the more area & can also
target the commercial building like hotels and others.

• Threat- sustaining the labor & rise in the cost of seeds & others etc.

Operational plan
Team of 11 is involved in operational activities. Being in contact with the client engineer assisted
by Gardner visit the residency or office of client, to have a view of the area, roof & strength of
roof.

• Measure the area.

• Know the interest of client – in selection of plants

• Keeping the base ready with soil, manure, waterproof sheets.

• Every day visit to the field

Inventory

Saplings & Plants purchased from

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 • Local Nursery

• Agriculture university

Lead time for ordering is after getting the project.

Personnel

• 11 employees

• Partners-6

• Civil Engineer-1

• Gardner- 2

• Admin -2

Logistics-Hiring a vehicle on monthly rental

Credit policy- Company has strict credit policy to run its operations smoothly.

• Clients need to pay in advance for the project.

Professional & Advisory support

• Professors of Agriculture University

• Banker- Canara Bank

Financial planning

Balance sheet
Liabilities Assets
Equity (25000*6) 150000 Non current assets
Partners A, B, C, D, E, F. Equipments 30000
Bank Loan 100000 Furniture 40000

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Trade & other payables 50000 Desktop (2) 50000
Machineries 50000
Current assets
Inventory
Fertilizer 6000
Manure 12000
Soil 22000
Water proof sheets 30000
Plants 25000
PVC pipes 10000
Total Liabilities 300000 Cash 25000
Total Assets 300000

Income Statement
Revenue
16000*30 480000
Less-Cost of sales
12800*30 384000
Gross profit 96000
Operating Expenses 40000
EBIT 56000
Interest 833
PBT 55167

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 Tax deduction 19308.45
PAT 35858.55

Operating expenses Per month

Engineer's Salary 15000

Gardner’s salary 8000

Admin salary 5000

Telephone bill 2000

Miscellaneous 10000

Total 40000

Cash Flow projection

January Feb Mar April May June July August September
Receipts 20 25 30 30 30 30
Cash in flow 320000 400000 480000 480000 480000 480000 480000 480000 480000
Less - Cash payments 384000 384000 384000 384000 384000 384000 384000 384000 384000
Debt Repayment
Principal 2500 2500 2500 2500 2500 2500 2500 2500 2500
Interest 833 833 833 833 833 833 833 833 833
Net cash flow -67333 12667 92667 92667 92667 92667 92667 92667 92667
Opening balance Nil -67333 -54666 38001 130668 223335 316002 408669 501336
Closing balance -67333 -54666 38001 130668 223335 316002 408669 501336 594003

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 BEP Computation

 TFC is Total Fixed Costs,

 P is Unit Sale Price, and

 V is Unit Variable Cost.

Fixed costs= 170000

P=16000

V=12800

X= TFC/(P-V)

=170000/(16000-12800)

=53 units

Future plans

To be the best service provider in gardening

To have our own Nursery which is outsourced at present?

To tie up with Real estate developers

Green roofs are used to

 Reduce heating (by adding mass and thermal resistance value)

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A 2005 study by Brad Bass of the University of Toronto showed that green roofs can also reduce
heat loss and energy consumption in winter conditions.[2]

 Reduce cooling (by evaporative cooling) loads on a building by fifty to ninety percent[3]
 especially if it is glassed in so as to act as a terrarium and passive solar heat reservoir — a
concentration of green roofs in an urban area can even reduce the city's average temperatures
during the summer
 Reduce stormwater run off [4] — see water-wise gardening
 Natural Habitat Creation [5] — see urban wilderness
 Filter pollutants and carbon dioxide out of the air which helps lower disease rates such as
asthma [6]— see living wall
 Filter pollutants and heavy metals out of rainwater
 Help to insulate a building for sound; the soil helps to block lower frequencies and the
plants block higher frequencies
 If installed correctly many living roofs can contribute to LEED points
 Increase agricultural space

Financial benefits

 Increase roof life span dramatically

 Increase real estate value

A green roof is often a key component of an autonomous building

Several studies have been carried out in Germany since the 1970s. Berlin is one of the most
important centers of green roof research in Germany. Particularly in the last 10 years, much more
research has begun. About ten green roof research centers exist in the US and activities exist in
about 40 countries. In a recent study on the impacts of green infrastructure, in particular green
roofs in the Greater Manchester area, researchers found that adding green roofs can help keep
temperatures down, particularly in urban areas: “adding green roofs to all buildings can have a
dramatic effect on maximum surface temperatures, keeping temperatures below the 1961-1990
current form case for all time periods and emissions scenarios. Roof greening makes the biggest

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difference…where the building proportion is high and the evaporative fraction is low. Thus, the
largest difference was made in the town centers.”

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 Appendices

Brochures and advertising materials

Industry studies

Live projects in Hubli Dharwad

Horticulture books

Visit to agriculture university

Discussion with Agri university professors

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