In field Prototyping

Service launch and deliverables

Key elements that shaped and manoeuvred the service launch

• Year end examinations, New admission events, Summer vacation

Inference:

Planned events like workshop were not conducted

Permission for stalls and time slots were unavailable.

Search began for alternative spaces where parent and child footfall is prominent

• Type and variety of crowd

Inference:

Spaces like parks, recreational areas and housing areas were selected as the landmarks for service promotion and launch

Parents who understand the value of education, financially capable and experimentalist.

Crowd devoid of connectivity to farms and agricultural setup.

• Space layout of the intended public spaces (parks)

Inference:

Unpredictable footfall and crowd flow

Chances of fasalify stall getting upstaged by the dynamic surroundings

Space unavailability for putting up the stall

• Distance and cost of procuring materials (packaging materials, seeds)

Inference:

Intention of saving time and effort

Availability of external support for sourcing seeds by NID utility staff

• Work culture of farmers, availability of resources in nurseries

Inferences:

The quality of the seeds (expiry rate, percentage of germination, etc) can not be checked compared to the seed packets available in the market

The regulation of size of saplings which is needed for the sale is difficult to maintain in farm setup.

The cost involved while procuring the sapling multiple times for sale

Transportation of the saplings from farm to our space multiples times

Difficulty in coordinating with our fluctuations and unpredictable orders

Ease of availability and selling of seeds and saplings is not a common scenario in farms.

The nurseries have good quality and variety of seeds which can be easily procured without any long waiting period and need to order in bulk

Location of nurseries are nearer to our workspace where as farms are situated in the outskirts of the city.

Other assortments like cocopeat, vermicompost are also available in nurseries along with seeds.

• Availability of labour and technology (planter manufacturers)

Inference:

Time constraints in context of customizing and designing the planter

Fasalify service unable to meet the mass production order requirements

• Material durability, cost, form, and availability of planter (terracotta vs plastic vs concrete planter)

Inference:

Concrete planters being the new trend

Cost effectiveness in longevity and mass production

Sturdiness and temperature control property of the concrete qualified it

Form of the planter available in Anand nursery synced with our brand visual language and requirement

Modifications during the service launch

. Planter wooden stands ( integration of attached concrete stands )

. Type of seeds and number of seed packets in each purchase ( only leafy vegetables, two seed packs in a single purchase )

. Type of kit packaging ( removal of the thread binding mechanism, more packet space )

. Price ( increased )

. Activity book content ( more simple & unified )

. Demonstration and number of visits ( made more flexible)

Most of the changes were made after first launch and second launch based on the reviews of the clients and our own observations.

Time, delivery & transportation mode, location, type of crowd, material cost & availability, children age, parent profession were the key factors of modifications.

OBSERVATION NOTES :

• Client’s concern about the seed quality, the soil and additives provided with the planter.

• Touch points - color of planter, activity book, name customization, demo and the in-home experience.

• The enquiry and purchase happened mostly when the parents and kids were together.

• The mothers / homemakers were the decision makers in availing the service in most of the cases, not the children.

• The parents availing the service were mostly working professionals who migrated to the city for jobs.