Business Model Contact info. Marlen García Bustillos [email protected] Av. H. Colegio Militar 4700, Nombre de Dios, 31300 Chihuahua, Chih. 1. Executive Summary. 2. Business description. 2.1 Company Description. 2.2 Mission statement. 2.3 Values and Vision. 2.4 Value proposition. 2.5 Goals and objectives. 2.6 Critical Success Factors. 2.7 Products and Services. 2.8 Unique Features of Proprietary Aspects. 3. The Market. 3.1. Industry Analysis. 3.2. Competitors Analysis 3.3. Market Segmentation. 3.4 Market Segmentation. 4. Marketing and sales. 4.1. Positioning Strategy 4.2. Marketing Strategy. 4.3. Product/Service Strategy 4.4. Pricing Strategy. 4.5. Distribution Channels. 4.6. Promotion and Advertising Strategy. 4.6.1. Promotion. 4.6.2. Advertising. 4.7. Sales Strategy. 5. Management. 5.1. Organization Chart. 6. Analysis of costs and finances. 7. References. 1. Executive Summary. V-TION offers a biofungicide focused on the treatment and prevention of Verticillium wilt through three antifungal peptides as an active ingredient, which are AtPFN1, WAMP1B and PsDef1, which attack the morphology and pathogenicity of Verticillium dahliae. We propose a solution focused and based on the needs of the farmers. Thanks to our human practices we managed to validate that we were focusing on a real problem. Not only were economic factors considered for the creation of our product, but also the environmental, social and legal ones, that is, we propose a product that is mostly environmentally friendly, that solves the concerns that currently exist in our society, mainly in one of the most important sectors in the world which is the agricultural sector. In addition, we not only propose a solution to a major disease, but we are focused on one of the most important crops worldwide. That is why we look for the opportunity to enter one of the largest and rising markets in the world, the agribusiness market. Our team addresses the need to control one of the most serious and least studied fungal diseases in the world. We analyzed our market and competition to develop our company and not only create a new product but continue researching and solving more diseases that afflict agriculture. Likewise, the fundamental bases for our project were validated both with experts in the area of biotechnology and by people who are in constant contact with the problem. We take into account each contribution of these people and consider the possibility to continue validating with more people in the industry. The value proposition focuses on offering a biofungicide that helps cotton producers reduce economic losses, helps agronomists to provide good technical advice to their producers to avoid frustrations and generate a product of quality that leaves a good economic income. It is intended to help agricultural associations that want to increase national production to decrease the use of agrochemicals and obtain a more chemical-free and better-quality agricultural production. After demonstrating the amount necessary for our proteins to inhibit Verticillium dahliae at a laboratory level we can present our project in a more formal way to obtain income through investors, associations or even the Mexican government. Our product is intended to be registered, approved and qualified for national and international sales. We know that Verticillium wilt is a worldwide disease and not only affects cotton but many other crops around the world. Our intention is to bring the proposed solution to reality, so we analyzed all possible aspects to consider to launch our product. The cost estimate is still preliminary, however, our market is sufficiently validated, and there is a reliable record that the market for agricultural bio-inputs is a sufficiently strong income opportunity. 2. Business description. 2.1 Company Description. V-TION is a company interested in the development of agriculture worldwide through the use of biotechnology, dedicated to the national and international marketing of products specialized in diseases that afflict a wide variety of crops. Our product aims to be a direct way to attack Verticillium wilt and control the health of both agri-food and non- agri-food crops. 2.2 Mission statement. Our mission is to provide an effective solution to one of the most important diseases that currently afflict agriculture through science, providing new knowledge and techniques to keep agricultural crops healthy internationally. 2.3 Values and Vision. The company will become one of the most recognized companies of bioproducts for agriculture at the national level, then we will scale internationally providing a variety of specialized products in each disease of relevance in agriculture. The quality of our products will provide a quick and efficient solution, so that producers of both food and non- food crops will request more of our products; this in order to generate less expenses in agrochemicals, thereby protecting the health of our customers and their consumers by setting the difference in the use of biology for the care of our crops generating a culture of non-invasive protection. Our values, ethical and professional principles by which we guide our work are quality; we present our work based on real and justified elements, solidarity; our company now all parts of the company are important, responsibility; for we consider ourselves a socially and environmentally committed company, especially because the basis of our problem is of environmental nature, originality; since what we do is relatively new in the market and we rely on our own ideas and respect; we consider everyone involved and consider their opinion for the good of all. 2.4 Value proposition. Our company offers a biofungicide that helps cotton producers reduce economic losses and increase production per hectare. In addition, it helps the agronomists who want to give a good technical advice to their producers, it solves the frustrations of the producers and generates a quality product that leaves a good economic income. It is intended to help agricultural associations that want to increase national production to reduce the use of agrochemicals and obtain a more chemical-free and better-quality agricultural production. Our product is aimed at producers who are engaged in the production of large quantities of quality cotton which sell their production to large national and international textile companies, for whom the presence of Verticillium dahliae decreases production and quality. 2.5 Goals and objectives. ● An effective solution for the control of one of the most pathogenic diseases in both food crops and non-food crops; Verticillium dahliae. ● Reduce the use of agrochemicals in crops that damage the earth and the environment. ● Seek to generate a leading company in the production of products for the field. ● Avoid contamination of land and crops by Verticillium dahliae. ● Generate an environmentally responsible company. ● Implement a way to produce our active ingredient in a simpler and less expensive way. ● Ensure that our nanoencapsulation is equally effective at a lower amount of active ingredient. ● Optimize our product in most of the irrigation systems used today. 2.6 Critical Success Factors. As a main factor we must gain the trust of our potential customers due to the importance of this in the field of inputs industry, in turn it is important to maintain a good relationship with our distributors and provide true and reliable information to technicians at the time of presenting the product. It is very important to have a good product distribution system as well as an adequate financing plan for the distributor and the quantity of product sold. In addition to correctly managing the resources of our company. As a company we are aware of both direct and indirect competition that we have in the market in which we want to enter. Most of our competitors are large companies that produce agrochemicals, our differentiating potential is that we focus on both the problem and the needs and opinions of the customer, we adapt our product to the needs. 2.7 Products and Services. The product is intended for the prevention and treatment of Verticillium wilt one of the most pathogenic diseases in the cultivation of cotton, this disease greatly decreases the production and quality of cotton. We offer a nanoencapsulation product of three antifungal peptides that attack the morphology and pathogenicity of the fungus which is applied to the irrigation system valve by selecting the hectares planted with cotton. It is intended to create in presentations accessible to producers of 50 hectares up to thousands, in addition to ease of payment of the product through financing to distributors. 2.8 Unique Features of Proprietary Aspects. Our company has unique properties, V-Tion is the only product specialized in the treatment of Verticillium wilt, our product is unique in its class, since the active ingredients are registered for the specific treatment and inhibition of V. dahliae. It is intended that our product is registered, approved and qualified for the cultivation of cotton which is not easily found in the market. The practicality of using V-Tion makes producers more accessible to use it, in addition our product is interested in caring for the environment, contributing to the reduction of chemicals in crops with the intention of preventing the release of pollutants in the air, and in order to obtain good quality products without having crops subject to excess chemicals. 3. The Market. 3.1. Industry Analysis Among the various strategies to achieve sustainability, the idea of using agrochemicals that are more environmentally friendly stands out. One of the processes that grows rapidly is the obtaining of molecules or microorganisms of nature suitable for the defense of crops against pests and diseases or favor nutrition. According to Pam Marrone, it costs about 250 to 500 million dollars to develop a new synthetic pesticide, and it takes 10 to 15 years to take it to the market.