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Content |

The Three C’s

SWOT Analysis

Positioning Statement

Action Plan

M A R K E T I N G P L A N Mariam Majid | Independant Project | Marketing

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C’S

Company |

PlantRealm lets you plant & create your very own terrarium. We are a team of five designers and garden miniature enthusiasts who provide beginners as well as anyone interested out there to have easy and sim-ple starter kits for terrariums. Grow, plant, decorate, and create these terrariums to your liking, you even have the option to select miniature objects/figurines with a theme of your chocie.

We have a store located in downtown Toronto where we offer workshops with the local community. We build terrariums together, a real fun, feel-good activity, (also a great stress reliever). It’s great for beginners and casual enthusiasts. Join us for a a memorable and fresh experience. Our Terrariums and Starter Kits also make a unique and special gift idea for your loved ones. What’s better than to recieve a gift that has time, care and effort put into it?

Our Subscribtion Starter Kit includes : • A glass bowl container,• Packets of soil, moss, pebbles & plants • Garden miniature items & figurines based on a theme of your liking.

Our customers have the option to:• Buy ready-made terrariums designed by us, available on our site online. • Subscribe Bimontly to our Surprise themed Terrarium Starter-Kits.

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Consumer |

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C’S

• Alison is looking for a gift for her best friend/roommate, who is soon moving away, and she wants

her to remember her in a special way.

• Alison and her roommate are best friends since high school, they have similar interests, so she wants

to give her something that meets those interests. Something unique, made from love, and the gift

must be memorable.

Alison Scott

Student ,

22 years old

Visual & Critical

Studies at OCAD

University

From Montreal,

Quebec

Lives in downtown

Toronto (The Annex)

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Consumer |

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• Alison enjoys using twitter, snapchat and uploading aesthetic photos on her Instagram and Tumblr

accounts. These accounts usually show off her interest in unique items or objects, relating to art as well as in beautiful sceneries.

• Alison and her best friend love anime & read many types of fantasy novels in their spare time. She has post-ers on the wall, depicting her favorite characters.

• She is skilled at drawing/painting and uses her talent to draw/create little bookmarks/cutouts of her favor-ite characters and sometimes she sells them on etsy.

• She loves to decorate her workplace, buying interesting and quirky items/toys/décor.• Alison doesn’t only need a gift for her best friend but she is also looking around for something interesting to

give to her parents back home in Quebec.

Alison Scott

Student ,

22 years old

Visual & Critical

Studies at OCAD

University

From Montreal,

Quebec

Lives in down-

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Consumer |

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• Likes simplicity in every way of life. Her interests and hobbies are interior decoration, contemporary design,

gardening. • Martina is very high spirited and likes to adapt to society’s advancement. She loves minimalism and hence finds

an interest in contemporary design. • Martina invites her friends and guests over from time to time, and she welcomes their compliments on her interi-

or decorating. She combines her skill as a writer and interior decorator to write for the magazine and gives tips/

advices to her readers.

Martina Howell

Writer, Interior

Decorator, Wife

51 years old

Writes for the ‘Style at

Home’ Magazine

Household income:

$121,000

Lives in Georgetown

ON

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Consumer |

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• She loves taking walks to parks with her husband. She likes being in nature in general, spending time in

quiet peaceful areas.

• She recently found a hobby in potting and planting. The hobby makes it a healing/soothing experience.

• Martina’s husband is very supportive of her, and joins her in her hobbies.

• Martina wants to bring in some plant life to her minimalistic home design. She wants something that is

low-maintenance and goes with her home’s interior.

• She wants to invite her friends one day and have a theme set out for potting and planting unique creations

Student ,

22 years old

Visual & Critical

Studies at OCAD

University

From Montreal,

Quebec

Lives in down-

Martina Howell

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Competition |

http://plantshop.ca

Located in Calgary, Alberta. Plantshop is literally a plant shop, offering a vari-ety of indoor and outdoor plants. They also offer supplies for terrariums, with selections of containers/vessels/glass bowls etc.

Plant also offers workshops in their retail space and also have specialized private terrarium workshops for children. Plant is also open to repurpose their retail space for events and even fundraising/charity work. Furthermore, they have gift certificates and also a great website, simple and easy to navigate.

• They are not an online store, you have to visit their retail shop to buy products• They do not deliver or ship their products. • They don’t offer any Starter Kits or packages, instead they are helpful to customer’s queries and

have DIY terrarium workshops. • They do not provide decorations like figurines, miniature items or characters as part of their terrar-

ium supply. • Prices are not mentioned on their website, have to visit store to know.

Gaps

8 Competition |

https://www.succuterra.ca

Succuterra are a store located in downtown Toronto. They are our main competitors in the locality. They have a website where customers can purchase their products online as well. Their website is nicely designed and appropriate to its content. They offer high quality succulent, air plants and terrarium products; selling types of pots, plants as well as wedding favors on their website.

Succuterra’s prices are fairly reasonable, especially on individual items like plants, pots etc. Their pricing for DIY terrariums ranges from $9 (least) to $100 at most. They also sell individual terrarium bowls/containers some geometric, the most expensive being around $130. Succuterra offers fast shipping services, and free shipping on $100. • Succuterra offers a 14 day gaurantee on their products called the ‘Happiness Guarantee’ • They offer wholesale for succulents and airplants and supply them for independent retail stores and chains. • They also offer $25 gift cards

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• They only offer succulents or air plants. • Succuterra does not offer or have any workshops or events• They don’t have a gift option for gift wrap, or personalized messages etc. • Succuterra don’t offer special offers, especially for new customers like we do. • They do not provide decorations like figurines, miniature items or characters as part of

their terrarium supply. They offer other plants and potting/gardening supplies individually instead.

Gaps

https://www.succuterra.ca

Competition |

10 Competition |

https://www.plantnite.com

PlantNite organizes events at local bars, restuarants etc in both US and Canada. They offer a way to help businesses, they also organize fundraisers and all sorts of events. They invite people around 30-50 to build terrariums and they offer drinks, while the community gets to know one another through this-activity. Through this thye hope to empower communities build networking/communications etc. They also have a PaintNite event organization similarly.PlantNite creates an opportunity for brands to get the exposure or introduction about their company if they choose to sponser or partner with them. They have had a good deal of exposure from the press as well. They have giftcards, a blog page where they also provide plant care tips and they also offer careers.

• They do not focus much on the actual terrarium product, but use it as a means of communication for events.

• More of a business to business event focused company. • They are not an online store or actual store but event organizers, service providers that have DIY

terrarium building events only. • They do not provide decorations like figurines, miniature items or characters as part of their ter-

rarium supply. • You will have to set up for the event to take place and clean up as well as choose a place to acco-

modate people.

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Gaps

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Strengths |

• We are a unique brand offering starter kits with miniature characters/figurines

based on customer’s choice of a theme.

• We also offer subscribtion based starter kits where customers get starter kits with

a surprise theme/plants every month or every two months.

• Great start for beginners or casual enthusiasts in potting/planting.

• We offer local Workshops for creating terrariums. Building a community

through these workshhops.

• Customers can book a Private Workshop for any personal event.

• Our Terrariums make a unique gifting idea/option.

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Weaknesses |

• Customers cannot buy products individually (Subscription and ready-made options only).

• Mostly targeted towards beginners.

• Limited to only one locality in Toronto.

• Our local store is available as a storefront for workshops, but due to the limited space we

can’t provide for large numbers of people.

Opportunities |

• Can appeal to actual gardeners, experts in planting/potting – targeting a wider audience.

• Potential to become an actual larger store selling products, as well as an online store where cus-

tomers can buy products/ items as stand-alones or individually.

• Can branch out to other locations to get more exposure.

13 Threats |

• Other online stores available in Canada, they have a great website and offer both work-

shops and starter kits to create terrariums.

• Can turn off some customers who are not interested in subscription based shopping, or

those who dont like buying the whole package.

• A lot of DIY options are already available on the net.

• Other competitors are really good at organizing events and workshops for terrarium

making, they have more exposure from the press.

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14 Positioning Statement |

PlantRealm lets you plant & create your very own terrarium. We are a team of five designers and gar-

den miniature enthusiasts who provide beginners as well as anyone interested out there to have easy and

simple starter kits for terrariums. You can select different themes from seasonal, vintage or your favorite

characters, figurines and miniature garden objects and items to decorate your terrariums with. You can

also choose types of plants offered for your Starter Kits. Subscribe Montly/Bimontly to revieve a Surprise

themed Terrarium Starter-Kits, you’ll eventually end up having your decorated terrariums as collectibles.

Our Terrariums and Starter Kits also make a unique and special gift idea for your loved ones. What’s bet-

ter than to recieve a gift that has time, care and effort put into it?

15 Place |

Online

• We will use our blog site and social media frequently and follow up with comments.

• We have a website or online store where we sell our starter kits and also have a subscription

based option, where the theme is a surprise.

Offline

• We create terrariums for events like weddings, parties or meetings for indoor/outdoor deco-

ration.

• We are also located in downtown Toronto, as a small store where we offer workshops for

the local community.

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Price |

We will keep our pricing reasonable as we want to draw in beginners and casual enthusiasts. Our

packages will remain of high quality at the same time.

• Ready Made Terrariums - $40 - $50

• Starter Kits - starting from $25 to $40, based on how many objects or items the kits come with.

• Subscribtion - 25$ a month and 45$ bi montly (free shipping in Canada, Interna-

tional $5-$10)

16 Product |

Our Starter Kit includes : • A glass bowl container (several sizes available to choose from, price varies accordingly). • Packets of soil, moss, pebbles & plants (we offer variety types of plants to choose from).• Garden miniature items & figurines based on a theme of your liking (for example: Victorian,

Seasonal, Disney etc) .Our Subscribtion Based, Starter Kit includes : (Subscribtion Based Kits are a surprise, you dont have the option to choose your theme or content).

• A medium sized glass bowl • Packets of soil, moss, pebbles & plants.

• An Instruction and Plant Care Booklet

• Additional Goodies to complement the theme of the starter kit.

Ready Made Terrariums:

• Terrariums planted and decorated by our team, ready to be sold online on our site. You can ask

us to customize terrariums designs to your liking, you have the option to leave a message when

you order online.

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17 Product |

Gift option:

• Card Tags or Decorative Objects can be customizeable with personal messages.

• Giftwrap option available for Starter Kits only.

• Quick delivery

Lock-in:

• After you have built/planted your terrarium, share with us, a photo of your creation. Customer

creations will be displayed on our Instagram/social media feed. First timers will get 5% off from

our selection of ready-made terrariums.

• When you choose the gift option, you recieve 5% off any other Starter Kit from our site.

• Buy Stickers, T-Shirts, Phone Cases or Notebooks with illustrations/art of Terrariums designed

by one of our creatives from the team. Recieve a freebie with every subscribtion box, or get half

off any item when buying a starter kit or ready made terrarium for the first time!

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18 Product |

Complementaries

• Our subscription boxes are not just starter kits but a fun way to enhance your terrariums. We

throw in some extra decorative pieces & goodiesto complement your theme.

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19 Promotion |

Web Site

Featuring |

Bi monthly Subscribtion Kit, Starter-Kits with options to choose your theme or Ready Made

Terrariums. The Website will also feature CTA towards joining our Workshops available at our

small store in Downtown Toronto. Our online store will further showcase an Image Gallery,

with a variety of designed end-looks of terrariums. We will add an Instagram or Social Media

Feed where our customers can showcase their creations with us online.

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20 Community Build |Workshops

By joining and attending our workshops, customers will be able to meet our creative team and

work with them and other fellow enthusiasts in a fun easy going environment within the cozy

space of our store. You will leave with your very own designed terrarium, you will also be

eligible to recieve a discount of 10% on any ready made terrarium or starter kit available on

online store/site. Our workshops are a way to build/grow our small community, you have the

option to join our community on an online forum we have on our blog site, where customers

can plan any other event relating to terrarium creations anywhere in downtown toronto (from

restuatrants, bars or cafes). Just let us know what you decide, and we’ll arrange the tools for

the event/workshop.

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21 Product Examples |

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T h a n k y o uMariam Majid | Independant Project | Marketing