1 2 Table of Contents Executive Summary ............................................................................................................ 5 Introduction.......................................................................................................................... 6 Background........................................................................................................................... 7 External Analysis...............................................................................................................13 Internal Assessment.........................................................................................................22 Synthesis of Strategic Analysis.......................................................................................27 Strategy Formulation .......................................................................................................30 Strategy Implementation ................................................................................................32 Evaluation and Control ....................................................................................................40 Conclusion ...........................................................................................................................41 Multi-future Scenarios .....................................................................................................44 Appendix A: Glossary........................................................................................................51 Appendix B: Catalog of Helpful Resources..................................................................54 Appendix C: Extended External Analysis ....................................................................57 Appendix D: New Business Process Diagram.............................................................65 Appendix E: Summary of SWOT Analysis....................................................................66 Appendix F: Assessment of Various Agricultural Models (Strengths and Weaknesses).......................................................................................................................67 Appendix G: Excerpts from Financial Modeling Tool ..............................................68 Appendix H: Criteria of Suitable Public Land for Urban Agriculture, City and County of San Francisco...................................................................................................72 Appendix I: Potential Uses of Public Land for Urban Agriculture........................73 Appendix J: Additional City Support for Urban Agriculture ..................................74 Appendix K: Case Studies ................................................................................................76 Appendix L: Interviews....................................................................................................81 Appendix M: Lively’Hood Farm Business Model.......................................................93 References........................................................................................................................ 101 3 List of Figures Figure 1: Urban Forestry volunteer. .......................................................................................................... 6 Figure 2: Foodscraper illustration (The Economist, 2011). ......................................................................... 8 Figure 3: Brightfarms installation, Brooklyn, New York. ............................................................................. 8 Figure 4: Greensgrow Farm, Philadelphia (see Appendix K: Case Studies). ................................................. 9 Figure 5: An abridged history of urban agriculture in San Francisco. ........................................................ 10 Figure 6: Map of community gardens and public space, San Francisco..................................................... 11 Figure 7: Little City Gardens (see Appendix K: Case Studies). ................................................................... 12 Figure 8: Types of competitors for CUA in San Francisco.......................................................................... 16 Figure 9: Agricultural products strategy canvas and reported consumer value......................................... 17 Figure 10: Team Lively'Hood survey: Salad price preferences in San Francisco......................................... 19 Figure 11: Sales channels and proposed market segmentation................................................................ 20 Figure 12: Lively'Hood Farm logo. ........................................................................................................... 22 Figure 13: Sandy Cash, Lively'Hood Farm co-founder............................................................................... 22 Figure 14: Jeff Grow, Lively'Hood Farm co-founder. ................................................................................ 23 Figure 15: San Francisco UA stakeholder map. ........................................................................................ 25 Figure 16: Four Action Framework to differentiate Lively'Hood Farm from other produce providers........ 29 Figure 17: Lively'Hood Farm business model strategy canvas. ................................................................. 31 Figure 18: Presidio Graduate School students engaging in a tour of Hayes Valley Farm in 2010................ 41 Figure 19: Scenario matrix for urban agriculture in San Francisco............................................................ 45 Figure 20: San Francisco climate zones (San Francisco Recreation and Parks Department, 2009). ............ 58 Figure 21: Mayor Ed Lee signs the new zoning legislation........................................................................ 61 Figure 22: A sign in San Francisco advertising locally made products. ...................................................... 61 Figure 23: The current location of Hayes Valley Farm in San Francisco..................................................... 62 Figure 24: Employee at People's Grocery in Oakland harvesting the day's vegetables.............................. 63 Figure 25: Lively'Hood Farm startup flowchart........................................................................................ 65 Figure 26: Lively'Hood Farm SWOT analysis............................................................................................. 66 Figure 27: Strengths and weaknesses of various agricultural models. ...................................................... 67 4 Figure 28: City Slicker Farms, Oakland, CA............................................................................................... 76 Figure 29: Gotham Greens, New York, NY. .............................................................................................. 77 Figure 30: Greensgrow Farms, Philadelphia, PA....................................................................................... 78 Figure 31: Little City Gardens, San Francisco, CA...................................................................................... 80 Figure 32: Sky Vegetables logo................................................................................................................ 81 Figure 33: Kevin Bayuk............................................................................................................................ 82 Figure 34: Veritable Vegetable logo. ....................................................................................................... 83 Figure 35: Temra Costa........................................................................................................................... 84 Figure 36: Dexter Carmichael.................................................................................................................. 85 Figure 37: Yaron Milgrom. ...................................................................................................................... 86 Figure 38: Karla Nagy.............................................................................................................................. 87 Figure 39: Mark Pastore.......................................................................................................................... 88 Figure 40: Karen Peteros......................................................................................................................... 89 Figure 41: Antonio Roman-Alcalá............................................................................................................ 90 Figure 42: Marcus Trigueros.................................................................................................................... 91 Figure 43: Eli Zigas. ................................................................................................................................. 92 Figure 44: Local value-added goods at a San Francisco farmers market, 2011.......................................... 94 List of Tables Table 1: Operational strengths of Lively’Hood Farm. ............................................................................... 26 Table 2: Operational weaknesses of Lively'Hood Farm. ........................................................................... 26 Table 3: Key takeaways and implications from external analysis.............................................................. 28 Table 4: Recommended strategic priorities for Lively'Hood Farm............................................................