CityFarm offers a complete service of provisioning, assembling, maintaining and consulting for a profitable business. Moreover, this business is green, works sustainable with the environment, it does not need a lot of space and the initial investment is low, although it can be extended to huge areas and high investment.
With this new system, CitytFarm breaks the stereotype that agriculture is reserved only for rural areas. This company offers an innovative project, installed in any place and optimizing the space. It offers the possibility of installing in buildings, terraces, gardens and throughout the city. It is possible to supply the cities with foods from the same city, saving transport costs. In this way, it is possible to save some money but also to look for a eco-efficiency too. Saving the transportation from countryside to the cities, we are saving the planet as the most important thing, from CO2 emissions. Through photosynthesis, the plants will, in an indirect way, fight against pollution in cities. The result of acquiring these products and services is 100% natural products, ecological, sustainable, without fertilizer, easily redeemable and the possibility of achieving environmental quality labels. All raw materials used are environmentally friendly, either organic cement, recycled plastics, etc.
TheCityFarm's pricing policy is searching a balance between the price the market is willing to pay and the high quality standards we offer. Organic products are more expensive nowadays and that has to be necessarily reflected on the price. This company believes in a model of sustainable and profitable business. Using environmentally friendly raw materials, the products are a bit more expensive but the possibilities to reach soon the break even point is very high and CityFarm can save money in others ways. Among the objectives of TheCityFarm there will be also awareness of entrepreneurs and high market prices, without being exorbitant, also indicate the quality of products. In this company the quality is obtained on the basis of nature. There is nothing of higher quality than the nature itself, true products, without chemical treatment. Therefore, these products will have a higher price but always taking into account competitiveness.
The target of this company is very broad. It can range from the classic rural producers to new customers in the city. In rural areas TheCityFarm can advise farmers changing a traditional way to a green and natural production. Thanks to the technology of aquaponics, this infrastructure can be installed almost anywhere and at any scale. It can still be used in the country side, but in a more productive, effective and natural way. In large cities you can install these devices making the most of the buildings' architecture. Finding new customers is fundamental because they not only can produce, but also can fight against pollution in cities. Other potential customers will be local governments, municipalities, charities, etc. For example the implementation of this system in social restaurants will give a cheaper access to food, and maintenance of aquaponics is simple. It could also be implemented in rehabilitation enclosures of any kind, where people need food and activities to fill their free time. This would cover several goals such as, activities, food, education, ecology, etc.
The communication system with client and potential customers will be using direct marketing, using clear and simple messages. It will make some on-line campaigns, specialists in agriculture's meetings, ecology, etc., where it is possible to get access to potential clients and explain services. It is important to create a complete website where users can contact and consult the level of environmentalism of TheCityFarm. It will also require the creation of a sales force. Considering the level of environmental commitment that this company has, TheCityFarm has to look for facilities as respectful as possible with the environment for the sales force. Among the cities where consultant has subsidiaries or affiliates, electric cars would be used whenever possible, for larger distances the sales force would use hybrid cars, trains for medium and long distances and only when strictly necessary airplanes for geographical reasons. They also will use technological means available to contact their regular customers, and potentially save costs and be as environmentally friendly as possible using the Skype software for consultations and meetings without travel and CO2 emissions. It is well-known that it is often necessary to maintain face to face meetings. In such cases the company will use the methods explained above. TheCityFarm will reject advertising media like TV or radio because it is not the best way to approach potential customers.
If being friendly towards the environment is the fundamental pillar of TheCityFarm and it is also necessary that customers know it, whether to create market-consciousness or prospective consumers awareness.
The actions of green marketing and social responsibility could be:
TheCityFarm is a prototype of a real green and sustainable company which believes in a profitable and ecologic business and wants to communicate that to their customers.
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