Market Risks
Increased competition for lawn owners and the garden centers and other lawn care firms will enter natural lawn care business poses some degree of market risk. To develop and maintain a reasonable market share Edibescape will build a costumer service web site with their yard care database as soil, building exposure, plant in their lawn linked with local weather and water policy. They can use the web to maintain their lawn easily with annual fee. The long-term goal is to expand operations so that EDIBLESCAPE becomes the leading natural lawn care firm in the region.
Other Risks
Lawn care firms can experience cash flow problems because the seasonal business. During the winter season, First, EDIBLESCAPE will update their web page, costumer database. Second, winter is the best time to prune trees and shrubs, to control insects and disease, so EDIBLESCAPE will schedule lectures and seminars for natural tree and shrub care. Finally, EDIBLESCAPE will research and prepare to franchise his business.
1. Business Profile
1.1 Business Description
EDIBLESCAPE is a new business located in Mississauga, Ontario, specializing in natural lawn & tree care, providing service without any chemicals and lawnmower. Primary services include soil sampling; natural insect, disease and weeds controls; watering and aerating; as well as DO-IT-YOUSELF HELP WITH PRO LAWN CARE PROGRAM.
1.2 Our mission
HEALTHY LAWN WITHOUT WATERING.
1.3 Business Goals
The revenue of EDIBLESCAPE is projected to increase from $51,770 in 2001 to $71,800 by 2003. Revenues will see strong growth of 38.7% annually as the www.EDIBLESCAPE.com Internet web side and clients database established.
EDIBLESCAPE is currently in the process of obtaining partner(s) to finance the start up of the business. Our key objective during the first 12 months of operation is to have a net profit of $12,000.
2. Management
2.1 Ownership and Management
EDIBLESCAPEis a sole proprietorship, owned by EDIBLESCAPE Gao. Please find his resume from appendix.
Feng Gao has been in horticulture and forest business more than 20 years both in China and North America.
· A certified public gardener from Chicago Botanic Garden at Glencoe, Illinois, USA.
· A forest degree from Nanjing Forest University, Nanjing China
· .A Masters in wild life management from Forest Department at the University of Montana at Missoula, Montana.
· A Forest instructor for 8 years at Nanjing Forest University, Nanjing China.
· Tree Seed manager for Lawyer Nursery Inc. (Wholesale), Plains, Montana
· A general manager for Casino Tropical Plants Inc. (Wholesale) in Surrey, B.C.
· A Product Supervisor for Piroche Plants Inc, (Wholesale) Pitt Meadows, B.C.
· A Salesman for GardenWorks Inc (Chain Retail) Vancouver, B.C.
· A Customer reprehensive for Sidhu & Son Nursery Inc (Wholesale), Mission, B.C.
He had three successful businesses.
· The first two were China Boll and Pagoda Chinese Food in Missoula Montana. He was the owner and manager for 4 years with 5 employees. The revenues was more than USD $300,000 each annually. Mr. Qianghe Han bought the restaurants.
· The third one was Ginkgo Chinese Food in Chilliwack, B.C. Mr. Jacky Zhang bought it.
· A wholesale tree nursery named Sino Plants Co at Maple Ridge, British Colombia. Sino had 4 full time employees and more than 30 seasonal. Sino used ocean containers to import living nursery stocks from China. Their major customers were chain stores as Wal-Mart and Home Depot. Sino was sold to Grandma Garden.
EDIBLESCAPE will initially only has one employee, EDIBLESCAPE Gao. Additional staff support will be obtained when they are needed.
2.2 Strategic Alliances
The firm is contacting the following companies to develop strategic alliances with them:
· Habitat Works! 2099 Embleton Road, Brampton, Ontario 905-450-3988 Shawn Taylor
· Lawns For Less Ltd, 16-1375 Southdown Road # 148 Mississauga, Ontario, 905-823-6600 Eddie Chui
· AppleExpress Courier Ltd. 5055 Satellite Drive Unit #5, Mississauga 905-602-9499 Ext 223 Nasser Syed
· Downsview Part, 35 Chemin Carl Hall, Toronto, Ontario 416-952-2221 Jay Todd
2.3 Board of Advisors
Shawn Taylor M.Sc. R. P. Bio 905-450-3988
Nasser Syed Merging Technology with Transportation 905-602-9335
Eddie Chui Best Lawn Care Taker (905) 823-6600
Barb Financial Reporting &Tutoring Accounting
Jay Todd Park Superintendent 416-952-2221
Bill Blight Project Management & Application Development (905) 842-5256