VENTURE DEVELOPMENT MARKETING

QUESTION

New Venture Idea – Marking guide

Individual Assignments – Pitch & Submission

These first two assignments are designed to challenge you to explore your environment, networks and interests for opportunity with a focus on the application of the theory discussed so far.

Here we are looking for you to primarily identify ideas and opportunities and present them in terms of the eight question framework and to evidence industry/market research that places the New Venture idea into the context of an opportunity. The most important factor is to convince your audience that there is a market need for your idea.

Following your presentation, the lecturer and other class members may ask questions. These questions may be directed toward:

• Confirming demand
• Confirming Industry Profitability
• Confirming Technology Accessibility
• Confirming Competitive environment (Competition density)
• Examining barriers to entry
• Addressing personal opportunity costs
• Discussing resource costs
• Identifying prior relevant experience
• Addressing transferability of experience

SOLUTION

Rain Water Harvesting Services

Introduction  

The present report highlights the feasibility and accesses various factors for a new venture in the “Rain Water Harvesting Services Industry”. The location selected for the launch of the venture is Bangalore, India. Rain water harvesting is the process undertaken to collect and store the rain water for later use. Earth has limited water supply of water for human use and the rains are sources of water supply in most parts of the world. Now because of the climate change the rains are decreasing every year in most parts of the world. So the only feasible way left out for the humans is to harvest the rain water and use it when needed, rather than wasting it when available from rains. A very high percent of the rain water is wasted every year and a very small percent is used. If the rain water is harvested correctly in the world, it may lead to fulfilling the water supply for the human species (Hemenway, 2000).

Need of the hour

Rain water harvesting is the need of the hour and is required in most parts of the country. Rains are decreasing in every season in the country and most parts of the world. The table below shows the statics for rain water in Bangalore for last few decades (Lowes, 1987).

Idea of Rain water Harvesting

Rain water harvesting system can be of different types as indicated in the figures below. It basically have a mode of collection of rain water, a mode of transporting it into the storage are and a mode of putting it out when needed. The rain water harvesting system may vary in size, shape and instruments depending on the type of utility and other number of factors (Ludwig, 1994).

Market Analysis

Rain water harvesting is the need of the hour and every resident of the city is aware of the water scarcity in the summer season. This scarcity is also because of rapid climate change in the city. Hence rain water is the last resort for most of the citizens of the country and the firms which will be able to provide this type of services in the city will be able to flourish at a faster pace in the initial phase as this phase will require applying rain water harvesting systems to all the houses of the city till the time every citizen feels the need for this. After the market had got saturation the services will be limited only to the new building being built in the city. However this may even grow to the services to rural areas of the state and the country (Pachpute, 2009).

Competitor Analysis

The industry has quite many firms in the city which are providing the rain water harvesting services in the city. These firms are mostly small business firms with their own capital and are trying to flourish in the area (Gould, 1999). These firms provide services in Bangalore and outside of the city too. These organization charge moderate amount from their clients for the services and it ranges from few thousands to few lakhs depending upon the type of services offered. An important point to be considered to enter into the industry is that the advertisement is an essential part of the business as most of the firms have their own websites and go with different types of advertisements for their services.

Industry Analysis

The rain water harvesting industry is growing at a faster pace in the country and it was implemented as a compulsion in Tamil Nadu and subsequently every other state took it as a role model. Chennai demonstrated fifty percent increase in the underground water level within five years. Tamil Nadu and Kerala demonstrated very good results and it was subsequently implemented in other states (Frasier, 1983). Karnataka was one of the states who took it as learning from Tamil Nadu and it showed rain water harvesting tools application in most of the modern day houses in multiple cities. Bangalore is situated on the mountainous earth and hence rain water harvesting is the trend of the life here. Harvesting the rain water is also useful in term so of the financial savings for the family, The firms which are proving this type of service are flourishing in and around Bangalore at a faster rate and hence the industry of rain water harvesting services is at a grow (Pachpute, 2010).

The industry is expected to take the control in next few years when the scarcity of water may increase due to increase in climate change every year and hence the water will be needed for every family at a higher quantity leaving the rain water as the last resort. This will lead to rapid growth of the rain water harvesting services industry which will be the saviors of the city in future (Pacey, 1986).

Financial Feasibility

The cost for harvesting rain water tools may vary from 4000 INR to few lakhs. The type of tool to be applied for harvesting the rain water will depend on the owner of the house and he/she may go for a small tank rain water harvesting system or even for the underground big water storing tanks which may cost upto few lakhs. The size of the tank and other services may eventually increase based on the size of rain water harvesting system to be installed (Geerts, 2009).

References

1. Frasier, Gary, and Lloyd Myers. Handbook of Water Harvesting. Washington D.C.: U.S. Dept. of Agriculture, Agricultural Research Service, 1983
2. Geerts, S., Raes, D. (2009). Deficit irrigation as an on-farm strategy to maximize crop water productivity in dry areas. Agric. Water Manage 96, 1275–1284
3. Gould, John, and Erik Nissen-Peterson. Rainwater Catchment Systems. UK: Intermediate Technology Publications, 1999.
4. Hemenway, Toby. Gaia’s Garden: A Guide to Home-Scale Permaculture. Vermont: Chelsea Green Publishing Company, 2000.
5. Lowes, P. (1987). “The Water Decade: Half Time”. In in John Pickford (ed.). Developing World Water. London: Grosvenor Press International. pp. 16–17. ISBN 0-946027-29-3.
6. Ludwig, Art. Create an Oasis With Greywater: Choosing, Building, and Using Greywater Systems. California: Oasis Design, 1994.
7. Pacey, Arnold, and Adrian Cullis. Rainwater Harvesting. UK: Intermediate Technology Publications, 1986.
8. Pachpute J.S..(2010)A package of water management practices for sustainable growth and improved production of vegetable crop in labour and water scarce Sub-Saharan Africa.Agricultural Water Management.Volume 97, Issue 9, September 2010, Pages 1251-1258
9. Pachpute J S, Tumbo Siza D, Sally H, Mul M L .(2009).Sustainability of Rainwater Harvesting Systems in Rural Catchment of Sub-Saharan Africa. Water Resources Management, Volume: 23, Issue: 13 (2009).

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