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Management Team. Sagar Bhansali Responsible for setting overall direction of the company as well as product development & marketing activities Prior experience in product management with Siemens. Has versatile experience in India & middle east - PowerPoint PPT Presentation
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Sagar Bhansali
• Responsible for setting overall direction of the company as well as product development & marketing activities
• Prior experience in product management with Siemens. Has versatile experience in India & middle east
• BE from University of Mumbai & MBA from Spjain Centre of Management. Obtained 2 gold medals for overall performance in MBA
Management Team
Aakash Agarwal
• Responsible for finance & operations activities of the company• Prior experience of working with a management consultancy with operations
in India , Middle east & Africa. • BE from University of Mumbai & Masters in Engineering management from
Duke University , USA. Currently pursuing final level CFA
Problem
Overuse of chemical fertilizers & change in climatic conditions (droughts) is creating havoc
for farmers , consumers & environment
Solution
Biochar + nutrients = Anulekh = 2nd Green Revolution
• Our organic (non-chemical) product rejuvenates soil by altering chemical , physical & biological characteristics
• Farmers earn additional income by reducing input costs (fertilizer, water) & increasing income (growth in yield)
Marketing plan
Agriculture
Landscaping , golf parks , sports fields
Home gardens , Nursery
Horticultural crop farmers
Cash crop farmers
Individual conventional crop farmers
Organic farmers Organic Organic
Corporate & contract farmers C & C C & C
* Diagram not drawn to scale
Customer Acquisition Strategy
Corporate Farmers
• Direct sales• Free samples , University testing reports & roadshows to
attract corporate / contract farmers• Offer bulk discounts since distribution costs will be lower• R&D to produce Biochar catered to individual corporate
needs
Individual Farmers
• Sell Biochar using existing distribution network for fertilizers• Free samples to develop proof of concept / demo plots /
roadshows• Tap opinion leaders such as panchayats , crop associations ,
co-operatives
Market Size
Rs 20,000 Crore
• This figure is for only Maharashtra & Gujarat• Total area under cultivation for horticulture & cash
crops is app 235 lakh acres in Gujarat & Maharashtra• Average selling price of Rs 10,000/tonne is considered• Application rate of 1 ton/acre/year is considered
*source internet
Typical Customer
• Horticultural farmer , Cash crop farmers• Part of the produce is exported• Uses irrigation water & chemical fertilizers• Age 25-35• Located in Maharashtra & Gujarat• Male• Literate & has done basic schooling• Married• Has above average income level• Has access to a mobile phone• Willing to experiment new things in order for future gains - “ Early
adopter”
Competition
None in India as of now = 1st mover advantage
Challenge will be to educate customers & create a market
Potential competitors in future :
• Substitute organic products • Fertilizer companies• Other agri-input companies• International Biochar makers• Startups
Monetizing by-products
• Generate renewable energy – off the grid or on the grid (big scale) – significant additional capex required
• Heat generated during process can be supplied to nearby industry• Refrigeration plants to setup cold supply chain in rural areas• Activated carbon for use in chemical , pharma industry• Bio-coal used for industries which currently use coal • Bio-oil can be further processed as a energy source or fuel
additive
Depends on size & location of plant
Current stage - Validation
Validation
• Giving free samples to farmers for testing on land• Tie up with agricultural universities for joint research &
field trials• Interest shown by Nurseries in Pune & Mumbai to stock
Biochar for landscaping & home gardening applications• Approaching contract farmers
Discovery
Validation
Efficiency
Scale
Sustain
Conservation
Risks and Mitigation
Risk Mitigation
Slow adoption by farmers Speak to decision influencers such as Panchayat and give free samples
Product does not make cost-benefit analysis to farmers
Target high value crops initially and eventually bring down price
Unavailability of feedstock Long term contracts with processors , setup own procurement channel
Competitors with deep pockets enter market
Create brand loyalty and focus on Research and Development
Monetizing byproducts such as power proves to be difficult
Create business model independent of monetizing of byproducts
P & L (1)
P & L (2-3)
P & L (3-3)
Investments Made
Investment Summary
• Total investment till date – INR 3.5 lakh & counting
• Source – Bootstrapping
Funds requirement & deploymentPhase 1 : Rs 2.5 Crore
• Capex to Setup 1st mini plant & fund operations for 2 years
• Extensive R & D • Hire key personnel• Cover marketing & admin expenses
Phase 2 : Rs 20 Crores
• Capex to Setup other plants• Further invest in R & D • Brand building• Setup franchisee model for scaling of decentralized
manufacturing
Milestones to be achieved after funding
• Completion of validation stage
• Product development
• Identification of crops, soil types, regions which will be ideal targets for our product
• Basic distribution network in place for a few districts
• Formation of solid team
• Setting the stage for growth stage