Business Plan 1
Business Plan: Aquaponic Farm & Market
Student Name Id Number
Jerome Har 00021183
Isha Nityasri 00021065
Keertigaa Velu 00022723
Pevinder Vijaya 00021168
Jalan Dungun, Bukit Damansara, 50490 Kuala Lumpur, Wilayah Persekutuan
Kuala Lumpur.
Contact No: + 6013-154-9879
Table of Content
Executive Summary 1-3
Part 1: The Business 4-6
▪ The Opportunity Being Identified 4
▪ Brief history of the Company 4
▪ Information about The Business 4
▪ Mission Statement 5
▪ Objectives 5
▪ Competitive Advantage 5
▪ Description of the Business Model 6
▪ Social Responsibility 6
Part 2: Management Team 7-9
Part 3: Industry Analysis 10 - 11
▪ Characteristics of the Selected Industry 10
▪ Industry Forces Affecting Business Profitability 10
▪ SWOT Analysis 11
Part 4: Marketing Plan 12 - 13
▪ Target Market 12
▪ Product Strategy & Pricing Strategy 12
▪ Channels of Distributions & Promotional Strategy 13
Part 5: Operations Plan 14 - 16
▪ Floor Plan / Layout 14
▪ Required Raw Materials, Equipment and Supplies 14
▪ Description of the Network of Suppliers 15
▪ Business Associates & Service Providers 15
▪ Risk, Regulations & Precautions for Workers’ Safety 16
Part 6: Financial Plan 17 - 18
▪ Startup Costs 17
▪ Operational Costs (Monthly) 17
▪ Revenue Projections 17
▪ Profit & Break-even Analysis 17-18
Executive Summary:
1. Name of the Business: Midori
2. Mission Statement
To provide fresh, pesticide-free, and sustainably grown produce while promoting eco-friendly
farming methods that enhance food security and environmental sustainability.
3. Products / Services
• Lettuce, Tomato, Cauliflower, Cabbage, Cucumber & etc.
• Tilapia, Catfish
• Truffle Oil, Camembert cheese, blue cheese. black & red rice & etc.
• Supplier of Fresh Vegetables and Fishes to nearby institutes
4. Types of Business Ownership and People Involved
• Business Ownership: Privately owned partnership between management team members
• Management Team:
o CEO: Jerome Har
o Marketing and Finance Manager: Isha Nityasri
o Farm Manager: Pervinder Vijaya
o Supermarket Manager: Keertigaa Velu
5. Competitive Advantage
• Sustainability & Eco-Friendly Farming:
Minimal water usage, zero chemical fertilizers, and year-round production.
• Direct Farm-to-Consumer Model:
Ensures freshness, quality control, and premium pricing.
• Exclusive & High-Quality Products:
Organic, pesticide-free produce and gourmet specialty items.
• Strong Brand Positioning:
Marketed as a high-end supermarket catering to health-conscious consumers.
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• Innovative Pricing & Distribution Strategy:
Loyalty programs, B2B partnerships, and online sales platforms.
6. Attractions of the Business
• Unique aquaponic farming technology ensuring freshness and sustainability.
• High-end supermarket experience with premium and exclusive products.
• Community engagement through workshops and sustainability education.
• Partnerships with top restaurants, universities, and health institutions.
7. Target Customers and Marketing Strategies
• Target Customers:
o Health-conscious individuals
o High-income consumers
o Restaurants and supermarkets
o Universities and health institutions
• Marketing Strategies:
o Influencer Marketing with food bloggers and health influencers
o Active Social Media Presence (Facebook, Instagram, etc.)
o Word-of-Mouth Marketing through satisfied customers
o Strategic Partnerships with high-end restaurants and organic food suppliers
o Events & Workshops to promote sustainability awareness
8. Financial Projections – Profits and Break-even
• Start-up Costs: RM 270,800
• Monthly Operational Costs: RM 85,600
• Estimated Monthly Revenue: RM 182,500
• Projected Profit Margin: 20-30%
• Expected Break-even Point: 8-12 months
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• Strategies for Profitability:
o Energy-efficient operations (water recycling)
o Value-added products (pre-packaged organic vegetables, premium herbs)
o Bulk purchase agreements with supermarkets and restaurant
Image 1: Example Design for Midori’s Vegetable and Fish
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The Business:
1. The Opportunity Being Identified
The Problem to Solve
The increasing demand for organic, pesticide-free vegetables and sustainable farming methods
presents a challenge due to land shortages, high water usage, and reliance on chemical fertilizers
in traditional farming.
The Need to Be Filled
Consumers, restaurants, and supermarkets are seeking fresh, locally grown produce with high
nutritional value. Aquaponic farming offers a sustainable solution by integrating fish farming with
vegetable cultivation, reducing water usage and enhancing food security.
How the Business Intends to Address the Issue
The business will establish a fully integrated aquaponic farm-to-supermarket system, ensuring
high-quality, fresh produce with minimal environmental impact. By leveraging automated
monitoring systems, organic farming methods, and direct distribution to consumers and
businesses, it will provide a superior alternative to conventional farming.
2. Brief History of the Company
The company is a venture driven by a team of recent graduates with backgrounds in biotechnology,
farming, and retail management. It was established in 2025 with a vision to revolutionize
sustainable agriculture while meeting consumer demand for premium organic products.
3. Information About the Business
• Name: Midori
• Location: Jalan Dungun, Bukit Damansara, 50490 Kuala Lumpur, Wilayah Persekutuan
Kuala Lumpur
• Shops / Premises: A combination of a high-end supermarket and an aquaponic farm built
into a bungalow.
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• Products / Services:
o Lettuce, Tomato, Cauliflower, Cabbage, Cucumber & etc.
o Tilapia, Catfish
o Truffle Oil, Aged Parmigiano-Reggiano, Black & Red Rice & etc.
• Business Ownership: Privately-Owned Partnership
• Business Partners: Collaboration with local organic farmers, international gourmet food
suppliers, and health institutions
• Other Related Information: The business operates under strict environmental and food
safety regulations, ensuring compliance with national standards.
4. Mission Statement
To provide fresh, pesticide-free, and sustainably grown produce while promoting eco-friendly
farming methods that enhance food security and environmental sustainability.
5. Objectives
1. Establish a fully functional aquaponic farm producing high-quality vegetables and fish.
2. Build a premium supermarket brand known for freshness, sustainability, and exclusivity.
3. Develop strategic partnerships with restaurants, universities, and organic food suppliers.
4. Implement digital marketing strategies and loyalty programs to build brand awareness and
customer retention.
5. Achieve profitability within 8-12 months through efficient operations and value-added
product offerings.
6. Competitive Advantage
• Sustainability & Eco-Friendly Farming: Minimal water usage, zero chemical fertilizers,
and year-round production.
• Direct Farm-to-Consumer Model: Ensures freshness, quality control, and premium pricing.
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• Exclusive & High-Quality Products: Organic, pesticide-free produce and gourmet
specialty items.
• Strong Brand Positioning: Marketed as a high-end supermarket catering to health-
conscious consumers.
• Innovative Pricing & Distribution Strategy: Loyalty programs, B2B partnerships, and
online sales platforms.
7. Description of the Business Model
• Low Cost: Efficient energy use (solar panels, water recycling) and direct sales channels
reduce overhead costs.
• Differentiation: Unique aquaponic farming, premium organic produce, and direct farm-to-
supermarket model set the business apart.
• Focus: Targets health-conscious consumers, premium grocery shoppers, and B2B clients
(restaurants, universities, health institutions).
8. Social Responsibility
• Environmental Commitment: Sustainable farming techniques reduce carbon footprint and
water wastage.
• Community Engagement: Conducts educational programs on organic farming and
sustainability.
• Health & Well-Being: Provides access to nutritious, chemical-free food for consumers and
local institutions.
• Employee Welfare: Comprehensive training programs and adherence to occupational
safety standards.
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Management Team
Founder & CEO
( Jerome )
Marketing & Finance Manager Farm Manager Supermarket Manager
( Isha ) ( Pevinder ) ( Keertigaa )
- Accountant - Crop Technician - Cashier
- Social Media Content Creator - Farmer - Shelf Stocker
CEO (Jerome Har)
• The CEO is the highest-ranking executive in the company. Primary responsibilities include
making major corporate decisions, managing operations and resources and acting as the main
point of communication between the board of directors and corporate operations.
• Directly supervises the marketing and finance manager, farm manager and supermarket
manager.
• Qualifications: Bachelor’s Degree in Biotechnology
• Experience: Leaded a project at university previously and comfort with precision farming
tools, data analytics in agriculture.
Marketing and Finance Manager (Isha Nityasri)
• The marketing and finance manager is responsible for bridging the gap between marketing
strategies and financial considerations, analysing the financial impact of marketing campaigns,
allocating marketing budgets effectively, and ensuring marketing initiatives align with overall
financial goals, requiring strong analytical skills, communication with both marketing and
finance teams, and a deep understanding of both disciplines.
• Supervises the staff under which is the accountant
• Works together with both farm manager and supermarket manager to align marketing
strategies with product availability, sales goals, and financial targets.
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• Qualifications: Bachelor’s Degree in Biotechnology
• Experience: Hands-on experience with digital marketing, financial reporting, market analysis
and pricing strategies.
Farm Manager (Pevinder Vijaya)
• The farm manager is responsible for overseeing all aspects of a farm's operations, including
planning daily activities, managing farm staff, maintaining crop quality, ensuring compliance
with regulations, budgeting for farm supplies, and monitoring the overall profitability of the
farm by making strategic decisions regarding production and resource allocation.
• Supervisors the staff under which is the crop technician.
• Responsible for managing everyday farming activities, resource allocation, and ensuring
productivity and compliance.
• Qualifications: Bachelor’s Degree in Biotechnology
• Experience: Hands-on farming experience who gained knowledge of crop cultivation,
machinery operation farm maintenance and also experience with pesticides, fertilizers and
weather patterns.
Supermarket Manager (Keertigaa Velu)
• The supermarket manager is responsible for overseeing all daily operations of the store,
including managing staff, maintaining inventory levels, ensuring customer satisfaction,
driving sales, analysing sales data, resolving customer complaints, and implementing
strategies to maximize profitability.
• Supervises the staff under which is the cashier.
• Responsible for overseeing daily store operations, sales performance, customer preferences
and inventory management.
• Qualifications: Bachelor’s Degree in Biotechnology
• Experience: Experience in customer service and holds a food safety and hygiene certification.
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External Employees
Hiring external staff such as accountant, social media content creator, crop technician, farmer,
cashier and shelf stocker for the hydroponic farm and market operations is a strategic way to
bring specialised expertise and abilities into the company. This practice can significantly
enhance productivity, product quality, and customer satisfaction.
Considerations for Hiring:
• Training and integration: Ensure new recruits receive adequate training and adapt into the
business culture to ensure clarity.
• Cost-benefit analysis: Evaluate the financial implications of hiring external staff versus the
expected benefits to ensure a positive return on investment.
• Regulatory Compliance: Being aware of labour laws and regulations to ensure compliance
when hiring and managing employees.
By intently hiring external professionals for specific roles within the hydroponic farm and market
operations, we may apply their expertise to improve various aspects of the business, from
cultivation to sales, ultimately contributing to the overall success and growth of the company.
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Industry Analysis:
1. Characteristics of the Selected Industry
With an estimated $200 billion in global market value and an annual growth rate of 10-12%, the
organic farming sector is growing quickly. The market for fresh vegetables free of pesticides is
growing as consumers become more health conscious. Growing in popularity as a sustainable
farming technique, aquaponics offers a very effective way to produce food while using less water
and having a smaller environmental impact. Aquaponics and other alternative farming techniques
are growing in popularity because of urbanization and land shortages. Because of its year-round
produce production, lower operating costs, and decreased dependency on chemical fertilizers, this
sector offers significant potential for profitability.
2. Industry Forces Affecting Business Profitability
Rivals / Competitors: Large-scale commercial vegetable producers, hydroponic growers, and
conventional organic farms are competitors of aquaponic farming. Because conventional farms
already have a clientele and distribution system in place, aquaponic farms must set themselves
apart with sustainability, superior freshness, and high-quality produce.
Substitutes: There are several options available to consumers, such as imported goods from
overseas vendors, frozen organic produce, and vegetables grown conventionally. Although fresh
and locally grown vegetables are an advantage of aquaponics, consumers on a budget might choose
less expensive conventionally farmed options.
New Entrants: Due to the high initial investment costs and requirement for technical expertise,
the aquaponic industry has moderate barriers to entry. It takes both aquaculture and hydroponics
expertise to set up a fully functional aquaponic system. But future competition may increase as
more players enter the market because of government incentives and growing awareness of
sustainable farming.
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Buyers: Supermarkets, lodging facilities, dining establishments, and private customers who value
sustainable and organic food are the main purchasers of aquaponic farm products. Demand is
predicted to increase as more consumers look for locally grown and pesticide-free vegetables,
offering aquaponic farms significant commercial opportunities. Direct internet sales and
subscription-based farm-to-table initiatives can increase profitability even more.
Suppliers: Reliable suppliers of necessary supplies, including fish feed, organic seeds, water
treatment solutions, and equipment for system maintenance, are critical to the success of an
aquaponic farm. By forming solid alliances with reliable suppliers, production cycle interruptions
are reduced, and consistent product quality and stable operating costs are guaranteed.
Strengths Opportunities
• Sustainable and eco-friendly system • Increases demand for local grown,
• Year-round production regardless pesticide free food
weather condition. • Partnership opportunities with
• Fresh and healthy products. restaurants.
• Growing consumers interest in local,
organic, and sustainable food
Weaknesses Threats
o High initial setup and operational costs. o Market competition
o Limited awareness by consumers. o Disease outbreaks affecting plants and
o Difficulty in pest management. fish.
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Marketing Plan:
1. Target market:
Since organic, aquaponic grown vegetables and fish are a niche market, it would warrant a
higher selling price due to it having less demand. Our target market will primarily be comprised
of health-conscious people and the wealthy who are willing to pay higher prices for our goods.
So, we should position and market ourselves as a high-end supermarket and producer that
prioritizes quality and freshness over all.
2. Product strategy
• Product features / benefits:
High-quality, organically grown vegetables and fish using eco-friendly aquaponic
methods. Freshness guaranteed through farm-to-supermarket supply chain.
• Product differentiation
Unique distribution process (farm to consumer) and close proximity to consumers ensure
exceptional freshness that is hard to find elsewhere while offering exclusivity through rare
and imported gourmet products. The production process is both sustainable and
environmentally responsible, catering to health-conscious and eco-friendly markets.
3. Pricing Strategy:
We will use the price skimming pricing strategy for our own-grown fishes and vegetables as it
reflects the quality, sustainability, and exclusivity of our products. As for other goods, we will
employ the cost-plus pricing strategy as it is easy to apply. To improve and increase our
customer loyalty, we will utilize discounts and loyalty programs for regular customers and
bulk buyers. In addition, we will have seasonal promotions during peak periods to encourage
higher sales.
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4. Channels of distribution (Diagram 1: Distribution Channels)
Raising Vegetables
& Fishes
“In-House”
AquaPonic “From Farm to You”
Planting Harvesting B2B Other
Vegetables / Vegetables &
Breeding Fishes Fishes Businesses
Supermarket Surplus Direct Sales
3rd Party Suppliers Storage Store
• Direct Sales: Farm-to-supermarket distribution for the freshest produce.
• Retail Supermarkets: Partnerships with high-end retailers for greater visibility, such as
Jaya Grocer and Village Grocer in Malaysia.
• Local Collaborations: Supplying restaurants like Nobu Kuala Lumpur and health
institutions with consistent, high-quality produce.
5. Promotional strategy
• Influencer Marketing:
Collaborations with local Malaysian food bloggers (such as Sheila Rusly) and health
influencers (including Jordan Yeoh) to showcase the benefits of the products.
• Social Media Presence:
Active engagement on Facebook, Instagram, and other platforms to build brand
recognition.
• Word-of-Mouth Sharing:
Satisfied customers will share their positive experiences to those within their social circle
and encourage them to try.
• Collaborations:
Partnering with nearby restaurants, universities, and health institutes to expand awareness
about our products and business.
• Events and Workshops:
Hosting farm tours while sharing about sustainability to connect with the community.
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Operations Plan
1. Floor Plan / Layout
Ground Floor ( Supermarket ) Floor 1 ( Aquaponic Farm )
Image 2: Sketches of the Floor Plan
2. Required raw materials, equipments and supplies
• Aquaponic System:
o Vegetable Seeds
o Fishes including but not limited to Tilapia and Catfish
o Large-scale fish tanks for nutrient cycling
o Vertical and raft-based hydroponic grow beds for high yield.
o Automated monitoring systems for pH, ammonia, and nutrient levels.
o Water pumps and filtration systems for optimal plant and fish health.
• Supermarket:
o Shelves
o Refrigerators
o Tables
o Cashier Registers
o Baskets
o Trolleys
o Air-Conditioners
o Point-of-Sale System
o Other Vegetables
o Imported Snacks
o Dairy Products (including but not limited to speciality cheeses, milk and butter)
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o Gourmet Cooking Ingredients (including but not limited to black salt and truffle oil)
o Luxury Beverages
• Others:
o Backup power supply
o Backup water supply
3. Description of the Network of Suppliers
• Aquaponic System Components: Companies, such as Urban Tech Farm, who specializes
in aguaponic technology, as well as manufacturers of automated pH monitoring systems,
hydroponic grow beds, and water filtration units.
• Fish and Plant Stock: Certified suppliers for organic seeds and fingerlings (aka young
fishes). Local suppliers such as Dee Sin Group’s fingerlings and Baba Gardening’s organic
seeds will be prioritized.
• Supermarket Goods: Vendors of imported gourmet snacks, specialty dairy products, and
luxury beverages. One of our many supplier of exquisite goods is Castello, a producer of a
variety of specialty cheeses including camembert and blue cheese.
4. Business Associates
• Local Farmers and Producers: Partnering with organic farmers, such as those in Pahang
(Genting Garden) to supplement vegetable supply when needed.
• Overseas Producers: Importers of exotic goods such as Castello, a producer of a variety
of specialty cheeses including camembert and blue cheese.
• Restaurants and Universities: Partnerships with nearby high-end restaurants in Kuala
Lumpur and educational institutions such as Kazu, Brasserie Léon, Perdana University,
Help Academy and St.Marian's Scholars.
• Health Institutes: Collaboration with nearby health organizations and institutes like the
IHT Rehabilitation Centre Kuala Lumpur to create fresh and pesticide-free food for
patients.
5. Service Providers
• Maintenance Services: Specialists for aquaponic system upkeep, such as local technicians
from Urban Farm Tech, the same company which constructed our aquaponic systems.
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• IT and Digital Services: Providers of Point-of-Sale (POS) systems like Seito and basic
website builder & maintenance service such as Wix.
• Utilities Providers: Reliable energy and water suppliers, including Tenaga Nasional
Berhad (TNB) and the local water provider (Indah Water).
6. Risk and Regulations like workers’ safety and precautions
• Worker Safety: Comprehensive training programs for employees on operating machinery
and handling fish tanks, following standards by the Department of Occupational Safety and
Health Malaysia (DOSH).
• Health and Hygiene: Regular audits and certifications for food safety and cleanliness in the
greenhouse and supermarket, complying with Malaysia’s Food Act 1983 and Food
Regulations 1985.
• Environmental Regulations: Compliance with laws on water usage, waste disposal, and
sustainability measures as outlined by the Department of Environment (DOE) Malaysia.
• Contingency Plans: Backup systems for power and water to minimize disruption during
emergencies, leveraging local suppliers like TNB for backup power solutions.
Diagram 2: Aquaponic System Diagram
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Financial Plan
1. Startup Costs
Expense Category Estimated Cost (RM)
Aquaponic System Setup 141,000
Equipment & Machinery 11,800
Initial Stock (Seeds & Fish) 24,000
Licensing & Permits 14,000
Marketing & Branding 47,000
Miscellaneous Costs 33,000
Total Startup Cost 270,800
2. Operational Costs (Monthly)
Expense Category Estimated Cost (RM)
Workforce Salaries 37,600
Fish Feed & Plant Nutrients 11,800
Water & Electricity 5,600
Maintenance & Repairs 7,100
Packaging & Transport 9,400
Marketing & Sales 14,100
Total Monthly Cost 85,600
Revenue Projections
Product Price per kg (RM) Estimated Monthly Sales (kg) Total Revenue (RM)
Lettuce 23 1500 34,500
Tomato 19 2000 38,000
Cauliflower 28 1200 33,600
Cabbage 14 2500 35,000
Cucumber 23 1800 41,400
Tilapia 23 11,500 264,500
Catfish 12 6000 72,000
Total Revenue 519,000
Profit & Break-even Analysis
• Estimated profit margin: [20-30%]
• Expected break-even point: [8-12 months]
• Strategies to achieve profitability:
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Using energy-efficient farming methods is essential to achieving profitability. The company can
drastically cut operating expenses by using solar panels for electricity, automated water recycling
systems, and energy-efficient LED lighting. In addition to saving costs, reduced energy and water
use improves the farm's sustainability and attracts environmentally sensitive consumers.
Expanding into value-added products like pre-packaged organic vegetables, ready-to-eat salad
mixes, and premium organic herbs is another crucial tactic. In addition to allowing for larger profit
margins than selling raw vegetables alone, these products can draw in a larger clientele, including
supermarkets and health-conscious consumers. Creating distinctive packaging and branding will
help set these products apart from the competition.
Another crucial strategy is to sign long-term agreements with supermarkets, eateries, and farm-to-
table service providers. The farm can lower the risk of unsold produce and guarantee a consistent
revenue stream by negotiating bulk purchase agreements. Partnerships with companies that value
sustainable sourcing will also improve the farm's standing and win over more customers.
Profitability can also be increased by utilizing online platforms and subscription-based business
models to increase direct-to-consumer sales. Establishing community-supported agriculture
(CSA) initiatives or providing home delivery services will generate steady demand while enabling
the company to sell produce at premium prices, eliminating middlemen and boosting profits.
Together, these tactics support an aquaponic farming enterprise that is both profitable and
sustainable, guaranteeing long-term success in the expanding organic food industry.
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