'Jogan' is an efficient and systematic farming and food sharing ecosystem focused on the safety, availability, and quality of food. This presentation file was submitted for a startup-based competition in North South University.

2. Team
Why Not

3. হীরক রাজা বহুদিন পর আবার
তার রাজ্জে দিজ্র এজ্েন। রাজ্জের
মানুষজজ্নর খখাজখবর খনওয়ার
জন্য তার মন পজ্ে রইদিে অজ্নক
দিন খেজ্কই! তার ভ্রমণসঙ্গী হজ্েন
রাজ গজ্বষক।

4. চজ্ো গজ্বষক, ওই খে এক চাকুদরজীবী খিাোজ্ক খিখা োজ্ে বাজার
করজ্ত। দজজ্েস কদর তার বাজার সিাই খকমন হজ্ে?
চেুন রাজামশাই

5. প্রদত সপ্তাজ্হ এত িামািাদম কজ্র আদম এসব শাকসবদজ
দকনদি বাজার খেজ্ক, আদম দকন্তু জাদন না এগুজ্ো আমার আর
আমার পদরবাজ্রর জন্য দনরাপি দকনা
“
”
Shahidul Islam
Service Holder,
Mirpur, Dhaka

6. বোপারখানা দক গজ্বষক? রাজ্জে দক খািে দনরাপত্তা সমস্যা খিখা
দিজ্য়জ্ি নাদক?
দি রাজামশাই, বেবসায়ীরা খাজ্িে ক্ষদতকর পিােথ দমদশজ্য় দিজ্ে োজ্ের আশায়। খািে হজ্য়
উঠজ্ি দবষময়। মানুষ খাওয়ার জন্য খাজ্ে, মরার দচন্তা পজ্র!

7. আমার বুদিমান প্রজারা এ খেজ্ক পদরত্রাজ্ণর উপায় খবর কজ্রজ্ি?
দি রাজামশাই, এর উপায় দহজ্সজ্ব দকিু প্রজাগণ িাি আর আদিনা কৃদষ করজ্ি
চজ্ো খিজ্খ আদস ওজ্ির কারবার

8. আদম িাি কৃদষ করদি, দকন্তু আদম উপেুক্ত পরামশথ বা
অদেেজ্ির সাহােে পাদে না সজ্বথাচ্চ উৎপািজ্নর জন্য
“
”
Saima Alam
Housewife,
Chottogram

9. এজ্তা খিখদি সমস্যায় েরপুর রাজে। রাজ্জের খািে দনরাপত্তায়
উপেুক্ত দক বেবস্থা বা বুদি খবর করা োয় তা দনজ্য় োজ্বা গজ্বষক!!

10. 600 Million
People get sick due to consuming
adulterated food worldwide

11. 4.5 Million
At the high risk for consuming
adulterated food everyday in Bangladesh

12. 4,00,000
People die everyday worldwide due
to food adulteration

13. Producers producing
vegetables/fruits
Intermediaries mixing
toxic chemicals with
vegetables/fruits
Sellers selling
adulterated goods to
consumers
People start to rely on
rooftop farming
Unavailability of
facilities and efficient
planning support
Producers not having
expected outcomes
Unavailability of organic, and fresh
vegetables/fruits
Difficulties in proper utilization of
rooftops for farming
People are taking rooftop farming as
an option for food safety

14. Rooftops in Dhaka City are involved
in farming (7%)

16. Jogan is a platform where Rooftop/Courtyard Farming Practitioners get
Mentorship, Efficient Planning,Technical and other Materials supports to
improve production under the supervision of Jogan and normal consumers will get
those produced fresh and organic fruits/vegetables through Jogan platform.
*Q-commerce : A next generation platform where consumers will get delivery within half an hour. It’s
all about being fast.
Q-Commerce

17. Rooftop Producers Customers
Monitoring supports
Experts connection
Tech support
Marketplace for getting
safe, healthy and organic
fruits and vegetables
A platform that supports rooftop farming
practitioners with technical and efficient planning
methods.
Commercializing rooftop farming
Produced goods from rooftop producers are offered
to common consumers through an e-commerce
platform.
Assurance of organic and fresh vegetables/fruits

18. Commercializing
Rooftop Farming
Reimagined Supply
Chain
Trustworthy Platform
Creating linkage
Rooftop farming
practitioners will have
earning opportunity through
this platform
Jogan has structured the supply
chain where no intermediaries
outside of the system are
involved
As rooftop producers are
mentored and monitored
properly, credibility will be
constructed easily.
Jogan will be focusing on
creating a sustainable
connection between producers
and consumers
Better Outcomes
Efficient System
Technological Medium
Sharing Attitude

19. How do we stand out from competitors?
Directly collected from
Rooftop/Courtyard farms, the
producers are monitored weekly
No intermediaries are
connected, so full
quality is ensured
A sustainable
community with
producers and consumers
will be created
Chaldal ensures full quality,
but as farmers are not
monitored, there’s still
question
They created a B2B platform
where retailers can get fair
price while selling
Only a limited consumers
those who are connected with
Meena Bazar can get fresh
vegetables/fruits
Foodpanda is only an
intermediary for delivering
vegetables from vendors to
consumers.

20. What puts us ahead of the pack?
Providing efficient
farming planning
considering space and
cost
Producers can meet their needs
and find economical advantage
through selling on Jogan Q-
commerce platform
No intermediaries are involved
and producers are monitored on
the whole production cycle. So,
there will be no quality issue.
Producer’s Advantage Consumer’s Advantage

21. Why should consumers have confidence in our service above others?
আমার িাি কৃদষ খেজ্ক এক অংশ
আমার পদরবাজ্রর জন্য রাদখ, আর
বাদক অংশ মানুজ্ষর চাদহিা অনুোয়ী
দবদি কদর। কাজ্জই এখাজ্ন সমাজ্জর
সবাই ই আমার পদরবার!
In this system, producers are producing for their
families and the overall consumers under the
supervision and monitoring of Jogan.
As there are no intermediaries in the reimagined
supply chain, there will be no question about
quality.
As the vegetables and fruits are collected in a
regular basis according to demand analysis, there
is very low chance of wastages.
Motivation of Jogan Rooftop Producers

22. Who is she?
Mrs. Sharmin, from Chottogram, staying at his own
house, started to use her rooftop to produce fresh and
organic vegetables for her entire family. It’s in a very big
area.
Pain Points
Difficulties in covering huge area all in one hand
Lack of machines, labors and other necessary facilities
Challenges
There are many vegetables/fruits left every month.
Expectation
To have different facility to look after in bigger scale and get a
marketplace to sell some produced goods.
Income Level/Month 40,000+
Technology Usage Level
IT and Internet
Mobile Apps
Social Network
Big-Thinkers

23. Who is he?
Mr. Shoaib Hasan, staying at Uttara, Dhaka, works in a private
company. He is the only earning member of his middle-class
family. For assurance of proper nutrition, he started to farm
on the rooftops of the building he is living right now. But the
production is not up to the mark.
Pain Points
Doesn’t have proper knowledge and facility
Finds costly Not having enough time
Challenges
Not having proper mentoring and knowledge about what to do.
Expectation
To produce fresh fruits/vegetables enough for his family in the
limited area of rooftops. Additionally, economical advantage.
Income Level/Month 25,000-40,000
Technology Usage Level
IT and Internet
Mobile Apps
Social Network
Big-Dreamers

24. Who is he?
Shohel Rahman, living in Mirpur, Dhaka, is a service
holder. He looks it difficult to get fresh, safe and
nutritious vegetables from local markets. He has trust
issues regarding this but likes to shop from local bazar.
Pain Points
Difficulty in getting safe vegetables/fruits
Trust issues with the quality goods available in markets
Challenges
He finds it challenging to shop through online because of the
trust issue and less attachment with online world.
Expectation
To have the safe and fresh vegetables/fruits at any cost for his
entire family, but not through online platforms.
Income Level/Month 35,000+
Technology Usage Level
IT and Internet
Mobile Apps
Social Network
Old Shoppers

25. Who is he?
Rahat Rahman, living in Badda, Dhaka, is an engineer. He
is a very updated person and looks for different
technological solution to make life smarter. He also
follows different E-commerce platform for consuming
goods for himself and his family.
Pain Points
Difficulty in getting safe vegetables/fruits
Trust issues with the quality goods available in markets
Challenges
He finds it challenging to trust the vegetables and fruits he gets
online because of not knowing the actual sources of those.
Expectation
Having the safe and fresh vegetables/fruits at any cost for his
entire family through online and local markets.
Income Level/Month 50,000+
Technology Usage Level
IT and Internet
Mobile Apps
Social Network
New Shoppers

26. 01 People who needs labor, technical and other supports
02 People looking for mentorship for better outcomes.
Producers from Rooftops/Courtyards
01 People who likes to shop from local markets.
02 People preferring online for shopping vegetables/fruits.
Consumers
All expects to have financial advantage
All have trust issues regarding quality

27. Key Metrics
Steps in Value Proposition
Rooftop/Courtyard
Area Analysis
Farming Planning
Completion of
Production
Order from
Consumers
Deliver to
Consumers
Total number of Producers
Total Services taken by Producers
Total sharable vegetables quantity
Measurement of commissions
Total orders per day and total ordered quantity
Total deliveries per day

28. Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Select and Influence the families
Training Session for producers
Production Cycle Starts Under
Supervision of Jogan
App and online platform of Jogan Launches
Initiation Stage

29. Influencing the producers
Cause: Existing rooftop gardeners/producers visit local
nurseries to collect new plants or for other assistance.
Effect: Existing rooftop farming practitioners will know
Jogan through Leaflets and posters. In return, nursery
owners will get sales increase assurance from Jogan.
Hiring Agents in Local Nurseries
Initiation Stage

30. Influencing the producers
Initiation Stage
Cause: Most of the prospects go for morning walks in
parks on different localities.
Effect: People will be aware of Jogan and learned
about how to be producer through Jogan. Free plants
will be distributed to the participants.
Posters and Awareness Campaigns in Parks

31. Initiation Stage
Jogan Bangladesh
Need the surety of family
nutrition and a monthly
income both? Join us at
Shimanto Sorobor, 4:00
pm, Friday, 11 December,
2020.
Good Morning,
Influencing the producers
Communicating through SMS Marketing
Cause: All of the existing and would-be producers
under Jogan supervision have access to mobile phone.
Effect: People will be interested to know about this
platform, Jogan will create awareness and improve into
consideration stage.

32. Influencing the producers
Initiation Stage
Cause: Higher-class and educated prospects will be
more interested to know about this platform
thoroughly.
Effect: If a portion of prospects can be understood
with the ins and outs of Jogan, they will be interested.
Then theWord of Mouth will work.
Arranging the Seminars to make prospects
known and understood

33. Influencing the producers
Initiation Stage
Presenting Jogan in Hridoye Mati O manush
through Shaikh Siraj
Cause: Shaikh Siraj, a famous agriculture activist has a
huge fan base among our prospects and he emphasizes
rooftop farming in different programs.
Effect: Credibility will be increased among the
prospects and they will enter the evaluation stage for
Jogan.

34. After Launch Stage
App Launch

35. After Launch Stage
App Launch (Consumer Journey)

36. After Launch Stage
App Launch (Consumer Journey)

37. After Launch Stage
App Launch (Consumer Journey)

38. Website
After Launch Stage

39. Awareness Marketing through Newspapers (After App Launch)

40. Marketing after App Launch
Influencer Marketing Social Media Ads TV Ads
Cause: People are
following them in a very
increasing rate.
Effect: Young people will
motivate their family
members to
rooftop/courtyard farming.
Cause: Most of our
prospects have access to
social media accounts.
Effect: People will be
aware of the service and
about what Jogan is.
Cause: Middle and old
aged people spend most
of their times in TVs for
entertainment.
Effect: Creation of
awareness and entrance to
consideration stage.
After Launch Stage

41. Marketing after App Launch
Banners SHUDHDHOTA Campaign Banners on Rooftops
Cause: People in a
particular locality will be
acknowledged through
banners.
Effect: They will take an
option to download Jogan
app to see what’s in this after
seeing exciting banners
frequently.
How: In this campaign, people
will be shown through technical
experiments that produced
goods from Jogan are any
chemical free.
Effect: Positive impressions
will be created among the
consumers.
Cause: People have a
psychology to be part of a
group. Banners will be
shown on already
registered producer’s
areas.
Effect: More people will
be interested about Jogan.
After Launch Stage

42. Database Manager Producer Quality Checking &
Processing Point
Customer
Data Flow Through Customer Feedback
Collected by Jogan
Collection Agent
Delivered by Jogan
Delivery Person
Data from Sensors
Supply Chain
After Launch Stage

43. Expansion Stage
JoganVan
Cause: A group of our prospects don’t have
online access and want to shop by own hand
The van will be available for a limited time in a
particular locality to serve consumers.Then it
will move to another area.

44. Types of Cost Percentage
Salaries andWages 50%
Office Rent 9%
Warehouse Rent 6%
Utilities 2%
Marketing Expenses 12%
Transportation Cost 11%
Equipment and Supplies 8%
App Maintenance 2%
Salaries and Wages
50%
Office Rent
9%
Warehouse Rent
6%
Utilities
2%
Marketing
Expenses
12%
Transportation Cost
11%
Equipment and
Supplies
8%
App Maintenance
2%

45. From Provided
Services to Producers
From Commissions of
Purchases
From Delivery
Charges

46. Sensors
Weekly Monitoring
Experts Advise
Efficient Farming Planning (According to Area)
Sensors
Weekly Monitoring
Experts Advise
Ingredients Store(Add On)
Drip Irrigation(According to Area)
Labor Facility
FREE BDT 150+
Variable with services taken and area size
(For Services Provided to Producers)

47. (From Commissions)
Of Customer Purchase Price
Producers

48. 0 2 4 6 8 10 12 14 16 18 20
1
2
3
4
5
Revenue & Cost Analysis (In BDT)
Yearwise
Revenue
Cost
Year
Millions

49. 0
10
20
30
40
50
60
1 2 3 4 5
Millions
Break-even Analysis
Total Cost Total revenue
Breakeven on
4th year Q4
Over 5 years

50. Return on
Investment:
26%
Net Present
Value:
28.87 MLN
US$(+)
Payback
Period:
3.86 years

51. Problems Solution Unique Value
Propositions
Unfair Advantages Customer Segments
Existing Alternatives Key Metrics High-Level Concepts Channels Early Adaptors
Cost Structures Revenue Streams
• Food adulteration
• Lack of facilities and
need of mentorship
in rooftop farming
Commercializing Rooftop
Farming, Reimagined supply
chain, Monitoring producers,
Linkage creation
Directly collected from
rooftop/courtyard farms, No
intermediaries, Sustainable
community building
1. People who need to
consume safe and fresh
vegetables/ fruits.
2. People looking for facilities
and mentorship in rooftop
farming.
Chaldal.com (They are
directly serving goods
from farmers to
consumers. Few
intermediaries are
connected)
Total number of producers,
Total services taken by
producers, Sharable
vegetables quantity,
Commissions, Order Size,
Total deliveries per day
Fresh vegetables/ fruits
produced from
rooftop/courtyard farms in
which producers are
monitored and mentored
through Jogan
Distribution: Online Mobile
Application, Quality
Checking Points, Jogan Van.
Communications: TV, Social
Media, Print Ads,
Awareness campaigns.
None
Salaries, Office Rent, Warehouse/Quality Checking
Point rent, Utilities, Marketing, Transportation, App
Maintenance
1. For services provided to producers.
2. From commissions of purchases.
3. From delivery charges.
Offering fresh and safe
vegetables/fruits to
consumers produced
from commercialized
rooftop/courtyard farms

52. Thank You!