Green Zone and Primary Target of Urbanwell - Dissertation Example

?As the primary target of Urbanwell is to develop a facility that will have a positive impact on the living standard of the community and harness a culture of growth and development. Another aspect of paramount importance is the sustainability of the facility that is to be developed, as this venture does not consider financial profit making as its prime motive. But the self-generation and regulation of finance will provide stability to the social enterprise. Urbanwell is a charity organisation and being cost effective in its service charges is of utmost importance as well and this aspect will completely change the business and operational model of the enterprise. Lastly and most importantly the element of risk must be minimum as we are aware of the fact that the profit margin is going to be very short and so will be a recovery time incase a loss is faced. Hence all actions must be analysed and counterproductive actions must be highlighted and eliminated. Concluding, what Urbanwell requires is facility that is cost effective both to the end user and establishment, sustainable on economic, environmental, cultural grounds and provide progressive and healthy growth to the community. For these reasons we as development consultants propose that Urbanwell must make its investment of about ? 3.5 Million in developing “Green Zone”. Green Zone is a different concept under which it will provide healthy green food with all diet based menus. The primary target client would be children and youngsters whereas secondary target would be mothers. We propose this because we believe that only a healthy person can contribute into the society and the deteriorating health conditions of the community have created extra burden on the health services in general and health budget of a family in general. Eating disorders Statistics (UK) has reported that at least 1.1 million people in the UK are affected by an eating disorder. This is a great concern for every one and especially the parents. Eating junk food and unhealthy food lead to serious health issues which include High blood pressure, High cholesterol, Diabetes and lastly the most dangerous is obesity. A survey conducted by Department of Health UK in their report Health Survey for England have come up with many shocking statistics that indicate the rising issues of health in children, the future of the nation. According to the report 25 percent of boys and 33 percent of girls aged between 2 and 19 years are overweight or obese. Then more than 60 percent of adult males will be stated as obese by 2050.Whereas more than 50 percent of overweight children will become overweight adults. But the most distressing fact is that the amount of direct health service costs from obesity will increase 7 times by 2050 and it is to be noted that at present 45 Billion Pounds is spent on curative measures of obesity and obesity related illness. The statistics mentioned above are a clear indicative and propose themselves that we should seriously take some appropriate actions to safeguard our youth and preserve our future from the damage. We suggest that in order to create a healthy environment. We must develop facilities which provide both awareness and solution to the problem. For which we have come up with an idea of “Green Zone” whose aim would be to change the diet plan and eating habits of children in an interactive and unique manner. The marketing of Green Zone will not only help in increasing the sales of the company but will also aid in creating awareness of the problems associated with bad eating habits and illness. GreenZone would be working under the slogan of “Great Health is Great wealth”. It is to be noted that the Department of Health has come to a conclusion that the 71 million times UK children snack while traveling to and from school each week. This is a clear indicative of the potential market that we are going to focus. What we at Greenzone aim at is that firstly create awareness among people in general and mothers in specific that green and healthy diet is very essential for their children and if actions are not taken this will lead to which conditions. After this step we will provide them with an alternative to snacks and other dinners which will be in form of GreenZone. At Greenzone we will provide the clients with different and diverse products and meals which are designed by professional nutritionists and dieticians. All meals whether it’s the Breakfast, Lunch or Dinner will meet the criteria and standards set by these professionals and other health organisations. Each meal will have a considerably lesser quantity of calories, fats(total, saturated or trans), sugar contents. In addition each meal will not be accompanied by any kind of soda or carbonated drink but will be accompanied by a health drink, shakes, fresh juice or a yummy drink which will be made as a chef special. We propose that GreenZone will be a restaurant with both dine in and take away facility. As take away will help working mothers to save their time and dine in will provide people with better special meals that require both time and care. But it must be taken into consideration that GreenZone is not to be categorized as pure veg restaurant but as a place where every meal has every content in them and the contents are calculated and meals designed for maximum health output and least harm to the body. Hence each meal will have contents of Fruit, Vegetables, Whole Grains, Lean Protein( all kind of meat) and Low-Fat Dairy. Whereas the meat content will be based on the guidelines provide by FDA and other reliable sources. Another aspect that we will propose to be included is that on every Sunday both the children and their mothers are invited to the Greenzone facility and they are given education and cooking classes of healthy meal making and balanced diets plans. This will help the enterprise to make both social profits and financial profits, in addition to this it will increase the publicity and reduce the cost of marketing as well. The aims and objectives of the GreenZone have been substantiated. Now what we require in the next stage is the where to build the facility and what factors will affect the facilities operation and management. For this reason extensive research and survey has been made on many parameters and we have come to a conclusion that we will take 221-223 Lea Bridge Rd,  London E10 7NE, United Kingdom at Freehold on the price of ?1,800,000 and then develop it into GreenZone. Currently the property is a supermarket that is named as Koza. The total area of the property is 9250 Sq Ft in which 5000 Sq Ft is the supermarket and facing the busy Lea Bridge Rd. The property has an advantage that it is a corner one and at the back the owner is giving bathroom and tile Centre. Upper portion of the facility comprise of four self contained flats which are rented. Snapshots of existing facility are as below. The front view of the existing facility The rear view of the existing facility The snapshots from inside of the facility The location map and the block plan of the proposed facility The satellite image of the vicinity of the property which indicates the surrounding land use and relative position of the property with respect to adjacent properties. The map below shows a wider image of the whole area and each symbol showing the type of other facilities in the near vicinity of the property under consideration. Factors affecting the selection of proposed property for Development of GreenZone 1. Densely populated residential area 2. Cost Sensitivity 3. Proximity to schools 4. Access to the property 5. Health conditions of residents 6. Services of similar trade in near vicinity The factors pointed out above are discussed in detail below. 1. Densely Populated residential area The satellite image clearly shows the land use of the area and it has been witnessed physically as well that the area of Lea Bridge road has a high population density. There are numerous house units and densely populated. It is being reported by the Waltham Forest Council in their report on Lea Bridge Road in Chapter 3 Area Analysis, that the in the Lea Bridge ward in Waltham Forest, 22.4% of the population are younger than 16 years old, which is higher than the national average of 20.1%. This fact supports our selection of the clients which is the children in specific and families in general. Then it is reported that more than 50 % of the houses are socially rented and a large percentage of owners live in their owned property. Hence the clientage can be maintained and sustained for a longer duration as there is lesser change in demographics with time, if effective marketing and publicity is done and clientage is made. 2. Cost sensitivity As the project is done by Urbanwell a charity organisation hence the funds would be limited and a property which is cheap and cost effective must be selected. The Lea Bridge Road area is cheaper than other places in the region and the fully developed as well. The property under consideration is a commercial property and is a corner facing lea bridge road which is a busy road. Hence there is an added advantage to the facility that its resale value will not deteriorate and a buyer can be arranged in a very short duration if Urbanwell wants to sell it. Then the property is already developed, it has all the amenities that are required for GreenZone project and some cost is saved which would have been required for development. The facility is already furnished and less furnishing is needed. Only the furniture and interior decoration needs to be done. On the other hand the exterior needs to be tailored according to the theme of the Greenzone for which the services of the Architect are to be taken. 3. Proximity to schools As mentioned earlier that the Greenzone is a facility that will provide health food to the public but children and mother in specific. Hence a place where the density of children are high needs to be considered. For that green zone is the best place possible. As the prospect property is just 100 m from Sybourn Infant School, on the other side 100 m from The Sybourn Junior School and 350 m from Lammas School. The proposed property is in vicinity to numerous educational institutions which will be the powerhouse of clients to the Greenzone. You can see in the map below that there are several schools and colleges in the vicinity of greenzone and it is just in the mid. Whereas the furthest school is just 2.5 km which is indicated by the red line. Whereas the yellow symbol with a yellow circle showing the location of a school in a vicinity of not more than 2.5 km. Hence it is clearly evident from the map that our clients (children) exist in abundance nearby the proposed site hence this fact improves the viability of the project. 4. Access to the property The property as indicated in the maps earlier is exactly on the corner of Lea Bridge Road and Hibbert Road. The access to the site is very convenient and this will help the property to be developed as take away restaurant. The plan below shows the bus routes to the proposed position. Whereas the map below shows the road map. 5. Health conditions of the residents As our mission statement clearly states that our target is to provide our clients with healthy food and will improve living standard by improving their bodies and avoid serious illness like high blood pressure and obesity. Where as at the same time the aim of Urbanwell is that it initiates projects in areas where there is disparity and dire need. According to Waltham Forest Council in their report on Lea Bridge Road in Chapter 3 Area Analysis “There is a high proportion of people who suffer from poor health. The King’s Park area is particularly poor, with 11.4% of people in poor health compared to the London average of 9.2% (2001 Census). Deprivation is also high, with areas in Clapton being in the 10% most deprived areas in England”. Hence we suggest that this would be the best place to start a social enterprise such as GreenZone. Through which we aim to provide them with education and awareness regarding health and prevention of illness by developing good eating habits. 6. Services of similar trade in near vicinity Before starting any kind of business the first and foremost aspect that needs to be considered is the demand in the market of the services you are providing. For this reason a survey was done which concluded with the information of similar food chains that are providing their service in the vicinity. It was discovered that none of the food service provided healthy food whereas they had fatty cheese pizza and fried oily Cyprus food in their menus. The table below concludes the survey that was concluded. Restaurant Type of food cyprus meze bar Greek Cusine Ploythai Restaurant Thai and chinese food Cypriana Restaurant Various food item Bodrum Restaurant Mediterranean dishs and Drinks double pizza Pizza palour Domino's Pizza - London - Leyton Pizza palour Shish Mahal Pakistani- Indian dine in Ruby Restaurant & Takeaway Indian fast food The map below shows the positions of the some of the above mentioned food services. Read More