nbenoit_multifonctionalite_businessmodel_urbanagriculture_032014
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26.03.2014Bruxelles
Nomie Benoit - consultant & doctorante DRIFT en agriculture urbaine et rsiliencepour Lagriculture urbaine Bruxelles. Lmergence dune filire, 26 mars 2014, Bruxelles.
La multifonctionalit des business models en agriculture urbaine
Copyright Nom
ie Benoit
For using con
tent, please em
ail
noemie.benoit
@gmail.com
-
La diffrence Sud: scurit alimentaire, besoin primaireNord: ? .
?
-
REGIME
AGRICULTURE URBAINE
NICHE
NICHE
INDUSTRIES AGRO-ALIMENTAIRES
CRISEguerre
mondiale
TRANSITION
CRISE
Lagriculture, historiquement urbaine
-
REGIME
AGRICULTURE URBAINE
NICHE
NICHE
INDUSTRIES AGRO-ALIMENTAIRES
CRISEguerre
mondiale
TRANSITION
CRISE
Lagriculture, historiquement urbaine
-
des habitants des amis des quartiers des entrepreneurs des entreprises des associations des chercheurs des universits des fondations des communes, des villes des ministres
NOUVEAU SYSTEME
NOUVEAUX SERVICES
VILLE DE QUALIT
VILLE EN BONNE SANTconomique, cologique,
sant, social,culturel, etc
Des acteurs, secteurs, missions varies
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Les objectifs
SANTSOCIAL
CONOMIQUE COLOGIQUE
CULTUREL
cohsion ducationautonomiescurit intgration
accs alimentation frache et de qualitducation loisir sain activit physique
stimulation locale emplois & revenus cots alimentaires cots nergtiques gestion des dchets
circuits courts missions de CO2 gestion de leau de pluie qualit des sols conservation des habitats biodiversit efficacit dans lusage de leau consommation dnergie effet de serre pollution atmosphrique gestion des dchets sensibilisation
loisirtransmission des savoirs changes qualit esthtique
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1 choix/1 chelle/1 activit/1 infrastructure/toujours un modle multifonctionnel
Pri-urbain Urbain
GROWING POWER, US
UIT JE EIGEN STAD, NL
LUFA FARMS, CAN
CITY FARM BOY, CAN
Des visions diffrentes
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What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
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$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Propositions existantesProduit
Savoir/Savoirs-faireActivits ou autre
Poivrons > sau
ce
Salades
Mini-lgumes
Agronomie sur
toit
Entrepreneuria
t
Techniques Histoire
Salles de runio
n
Ateliers ducat
ifs
Visites
HORECA
Service cosys
tmique
-
POUR QUI ?
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Clients existants
Poivrons > sau
ce
Salades
Mini-lgumes
Agronomie sur
toit
Entrepreneuria
t
Techniques Histoire
Salles de runio
n
Ateliers ducat
ifs
Visites
HORECA
Service cosys
tmique
entreprise sp
cialise
Supermarch
restaurants
chics
entreprises &
entrepreneu
rs
Entrepreneu
rs, univ., et
c
marachers
entreprises
citoyens & p
rofessionnel
s
citoyens, m
dia, ...
citoyens
ville, gouve
rnement
citoyens & p
rofessionnel
s
-
COMMENT?
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Abonnement p
aniers
Cueillette libre-
service
Commande en
ligne
Boutique locale
Groupements d
achat
March fermier Informa
tion &
transparence
Bulletin mensu
el
Rductions, ca
deaux
Publicit, comm
unication
Bouche--oreil
le
vnements
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Savoirs & activits
Congrs, conf
rences
Initier des proje
ts
Blog, internet
Spin-off, group
e de recherche
Ventes, market
ing
Articles, public
ations
Flexibilit & pro
fessionalisme
Rseaux
Ventes & mark
eting
Profil innovateu
r
Disponibilit
Rseau de pro
fessionnels
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Exemples existants
Poivrons > sau
ce
Salades
Mini-lgumes
Agronomie sur
toit
Entrepreneuria
t
Techniques Histoire
Salles de runio
n
Ateliers ducat
ifs
Visites
HORECA
Service cosys
tmique
40-70/h
consultance /re
pas150/
h location
20-450.000
subside
/pice
/sachet
BSA /abon
nement
10/livre o
u cours
50-500/a
telier
300/pres
tation5/vis
ite public
50/visite pr
of.
5-15000/
projet
recherche
partnership
/kg
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What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Modles existants
Marachage
Distribuer
Vendre
Acquisition de
projets
Prestation con
sultance
Marketing, com
.
Vendre
Management
Prestation acti
vit
Ateliers, cuisin
e, ...
ProduitSavoir/Savoirs-faire
Activits ou autre
-
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Du produit aux techniques...
Hydroponie
Conventionnel
le
Aquaponie
Biologique-bio
dynamique
Permaculture SPIN &
etc
>
-
Des techniques linfrastructure...Dans un contexte donn.
Serre
Toit
Pleine terre -
terrain pollu
H20Installation + irrigation5 tot 40/m2
Substrat & compostRgional, certifi, ...0, 45 tot 90/m2
SerrePlastique, verre, semi, demi, - automatise, ...van 10 tot 160/m2
>
-
Techniques + contexte + infrastructure> formation de savoirs, savoirs-faire & activits...
-
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
ATeT]dTBcaTP\b
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
2WP]]T[b
2dbc^\TaAT[PcX^]bWX_b 2dbc^\TaBTV\T]cb
RWP]]T[_WPbTb) 0fPaT]Tbb 7^fS^fTaPXbTPfPaT]TbbPQ^dc^daR^\_P]hzb_a^SdRcbP]SbTaeXRTb.
!4eP[dPcX^] 7^fS^fTWT[_Rdbc^\TabTeP[dPcT^da^aVP]XiPcX^]zbEP[dT?a^_^bXcX^].
"?daRWPbT 7^fS^fTP[[^fRdbc^\Tabc^_daRWPbTb_TRXR_a^SdRcbP]SbTaeXRTb.
#3T[XeTah 7^fS^fTST[XeTaPEP[dT?a^_^bXcX^]c^Rdbc^\Tab.
$0UcTabP[Tb 7^fS^fT_a^eXST_^bc_daRWPbTRdbc^\Tabd__^ac.
-
Propritaire, c
oles, chef
Supermarch
Restaurant & e
ntreprises
Ville
Ville & bureaux
Propritaires
Ecole & associ
ation
Promoteur
Supermarch &
chef
Institution pub
lique
Restaurant
Fermiers
Partenaires existants
-
Elaboration de modles multifonctionnels trs prcis
-
Challenges
nouvelle tendance: chaque ferme ses
consommateurs,complmentarit avec
dautres offres durables
Trouver sa place dans le rseau actuel des
circuits courts
Incertitudes> rester innovatif & flexible
RentabilitContexte europen aujourdhui >
lagriculture urbaine est ausside la consultance etde lagro-tourisme
-
Opportunits conomiques
cohsion ducationautonomiescurit intgration
SANTSOCIAL
CONOMIQUE COLOGIQUE
CULTUREL
accs alimentation frache et de qualitducation loisir sain activit physique
stimulation locale emplois & revenus cots alimentaires cots nergtiques gestion des dchets
circuits courts missions de CO2 gestion de leau de pluie qualit des sols conservation des habitats biodiversit efficacit dans lusage de leau consommation dnergie effet de serre pollution atmosphrique gestion des dchets sensibilisation
loisirtransmission des savoirs changes qualit esthtique
=
=
=
=
=
-
REGIME
NICHE
NICHE
AGRICULTURE URBAINE
INDUSTRIES AGRO-ALIMENTAIRES
CRISE
TRANSITION
CRISE
Catalysateur vers un systme durable
-
26.03.2014Bruxelles
La multifonctionalit des business models en agriculture urbaineNomie Benoit - consultant & doctorante DRIFT - noemie.benoit@gmail.compour Lagriculture urbaine Bruxelles. Lmergence dune filire, 26 mars 2014, Bruxelles.
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