"The role of innovation in business development of urban farming"

mandatory answer

Question 1

Thank you to enter here your pseudonym

PART 1: GENERAL INFORMATION

Question 2

Name of your urban farm:

Question 3

Where are you located? (City '& country)

Question 4

What is the year of launch of your urban farm?

Question 5

What is the approximate size of your production area? (Specify if it is in open air or greenhouse)

Question 6

What is the type of your company?

For-profit

Not-for-profit

Combine of both

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Question 7

What is the type of ownership of your company?

Sole owner

Partnership (multiple owners)

Corporation (Shareholders)

Cooperative (member-owned)

Association

Other answer

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Question 8

Does your company has specific targeted customers?
I your answer is YES, please tell your target group in comment.

No

Yes

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Comments

PART 2: AGRICULTURAL PRODUCTION

Question 9

What is/are your production method?

Conventional

Indoor farming

Vertical farming

Aquaponics

Organic

Rooftop

Hydroponics

Permaculture

Other answer

Question 10

What agricultural products does your urban farm produce?

Common vegetable

Special vegetables

Fruits

Mushrooms

Herbs

Egg

Dairy

Honey

Fish

Poultry

Pork

Micro greens (Seedling)

Beef

Flowers

Compost

Worms

Other answer

Question 11

What distribution channel do you use?

CSA

Self-pick

On farm shop

Webshop

Vege bag delivery to home

Farmer's market

Supermarket

Other answer

Question 12

Which strategy do you adopt to market your products?

No marketing strategy

Social media (Facebook, Twitter, Instagram...)

Traditional media (NEwspaper, TV...)

Words of mouth

Other answer

PART 3: BUSINESS MODEL

Question 13

How many full time employee do you have?

Question 14

How many part time employee do you have?

Question 15

How many volunteer do you have?

Question 16

How would you define your business model?

CENTRELIZED (Rely on one individual to make decisions and provide direction for the company)

DECENTRELIZED (Rely on a team with individuals at different levels with different responsibilities)

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Question 17

What are the goals of your company? (Put it in order)

Choice	Priority
Commercial
Educational
Research
Self-consumption
Subsistence (for food security)
Environmental benefits
Social care
Leisure/tourism

Question 18

Which activities does your company conducts?

Agricultural products production

Agriculture production services (contract work)

Products sale from own farm (farm shop)

Products sale from other suppliers

Products processing

Tourism

Education services

Restaurant

Community activities

Volunteer opportunities

Waste recycling

Composting

Water recycling

Environmental services

Social care services

Energy production

Technical innovation

Consultancy services for other initiatives

Other answer

Question 19

Which one is responsible of the main cost stream?

Question 20

Which one generate more revenue?

Question 21

What is the core value of your urban farm?

Quality of food

Services for customers

Story of your project

Good relationship with customers

Social benefits for society

Newness of the concept

Fashion lifestyle

Accessibility of local food

Sustainability

Environmental benefits to the city

Competitive price

Other answer

Question 22

Here it is a list of business models for urban farms made by Dr Jan-Willem Van der Schans (LEI Wageningen UR), which one would correspond the most to your Urban farm? Please write in comment how did come to this choice of business model.

DIFFERENTIATION (A differentiation strategy is based on creating distinctions with conventional supply chains, the ordinary supermarket or HoReCa (hotel restaurant cafe) channel)

DIVERSIFICATION (A diversification strategy is aimed at providing other goods and services, aside from food production)

LOW COST (The low cost strategy in conventional is usually about expanding the business in order to specialize and realize economies of scale. )

RECLAIMING THE COMMONS (Give the opportunity to regain control over their food supply and become aware where their food is coming from.)

EXPERIENCE (This strategy is based on the insight that more value is added by providing memorable experiences than by providing basic goods or services.)

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Comments

Question 23

Who, or which structures (Supermarket, farmer's market...) would you define as your competitors?

PART 4: INNOVATION

Question 24

How important do you expect your company's revenue growth for the 5 coming years?

An important growth

A medium growth

A small growth

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Question 25

How important do you evaluate innovation in the success of your urban farm?

Question 26

How would you define your urban farm in term of innovation?

True innovation pioneers

Leaders but not leading

Followers

Innovation laggards

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Question 27

Who are your customers?

Innovators (First individuals to adopt an innovation)

Early adopters (More discrete in adoption choices than innovators)

Early majority (Adopt an innovation after a varying degree of time)

Late majority (Adopt an innovation after the average member of the society)

Laggards (These individuals typically have an aversion to change-agents and tend to be advanced in age)

Question 28

What is your company annual revenue?

Question 29

What percentage of your company's annual revenue comes from new products and services put on market in the last year?

Question 30

What percentage of your overall revenue did you spend on innovation this year?

Question 31

Does you think your company has a well defined innovation strategy?

Question 32

Do you think you had successfuly implemented your strategy until now?

Question 33

How significant do you plan your innovation to be in the following area for the 5 coming years?
(1=incremental, 2=breakthrough, 3=radical, 4= we don't plan to innovate it)

Question 34

Please classify the following areas in order of priority for innovation for coming years. (1= first priority, 5=last priority)

Choice	Priority
Products
Services
Technology
Customer experience
Business model

Question 35

Which of this three sentences best resume your company's innovation processes management?

Informally, we build projects depending of market need or good ideas

In a structured way, there is alignment from concept

Formally, all innovation activities are coordinated

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Question 36

Which one of the following external sources do you work with to deliver innovative product or services?

Customers

Competitors

Strategic partners

Suppliers

Academics

We do not work with external sources

Other answer

Question 37

"The role of innovation in business development of urban farming"

Thank you to enter here your pseudonym

PART 1: GENERAL INFORMATION

Name of your urban farm:

Where are you located? (City '& country)

What is the year of launch of your urban farm?

What is the approximate size of your production area? (Specify if it is in open air or greenhouse)

What is the type of your company?

What is the type of ownership of your company?

Does your company has specific targeted customers? I your answer is YES, please tell your target group in comment.

PART 2: AGRICULTURAL PRODUCTION

What is/are your production method?

What agricultural products does your urban farm produce?

What distribution channel do you use?

Which strategy do you adopt to market your products?

PART 3: BUSINESS MODEL

How many full time employee do you have?

How many part time employee do you have?

How many volunteer do you have?

How would you define your business model?

What are the goals of your company? (Put it in order)

Which activities does your company conducts?

Which one is responsible of the main cost stream?

Which one generate more revenue?

What is the core value of your urban farm?

Here it is a list of business models for urban farms made by Dr Jan-Willem Van der Schans (LEI Wageningen UR), which one would correspond the most to your Urban farm? Please write in comment how did come to this choice of business model.

Who, or which structures (Supermarket, farmer's market...) would you define as your competitors?

PART 4: INNOVATION

How important do you expect your company's revenue growth for the 5 coming years?

How important do you evaluate innovation in the success of your urban farm?

How would you define your urban farm in term of innovation?

Who are your customers?

What is your company annual revenue?

What percentage of your company's annual revenue comes from new products and services put on market in the last year?

What percentage of your overall revenue did you spend on innovation this year?

Does you think your company has a well defined innovation strategy?

Do you think you had successfuly implemented your strategy until now?

How significant do you plan your innovation to be in the following area for the 5 coming years?(1=incremental, 2=breakthrough, 3=radical, 4= we don't plan to innovate it)

Please classify the following areas in order of priority for innovation for coming years. (1= first priority, 5=last priority)

Which of this three sentences best resume your company's innovation processes management?

Which one of the following external sources do you work with to deliver innovative product or services?

How urgent do you define the need of change in your urban farm?

Does your company has specific targeted customers?
I your answer is YES, please tell your target group in comment.

How significant do you plan your innovation to be in the following area for the 5 coming years?
(1=incremental, 2=breakthrough, 3=radical, 4= we don't plan to innovate it)