Executive Summary

Our company name would be MarocHydro sarl. It will be located in

Marrakech and Khmissat.
Our business consists of a revolutionized farming method of growing
plants without soil. In natural conditions, soil acts as a mineral nutrient
reservoir but the soil itself is not essential to plant growth. When the
mineral nutrients in the soil are dissolved in water, plant roots are able to
absorb them. When the required mineral nutrients are introduced into a
plant's water supply artificially, soil is no longer required for the plant to
thrive. This method is called hydroponics.
The two main types of hydroponics are solution culture and medium
culture. Solution culture does not use a solid medium for the roots, just the
nutrient solution. The three main types of solution cultures are static
solution culture, continuous-flow solution culture and aeroponics. The
medium culture method has a solid medium for the roots and is named for
the type of medium, e.g., sand culture, gravel culture, or rockwool culture.
Our business will be specialized in solution culture using continuous-flow
solution and medium culture.
Our key People are Ouafae Faiz: the General Manager, in charge of
managing and coordinating the work process of all managers at
MarocHydro. Meriem Benjaafar: the Finance and Accounting Manager.
Oumayma Benazzi: the Information System Manager. Sara Naitbach the
Marketing and Sales Manager. Houda El Hasnae Bakri: the Human
Resource Manager. Maria Noufsani: the Operation Manager.
The human population is increasing, and of course the increase in the demand for food
species is implied, and estimates claim that food production will need to be doubled in order
to compensate.

The trouble with this becomes evident upon the consideration of the

productivity of current systems of agriculture and fresh water harvesting.

Water resources in Morocco are limited, and the sources that do

exist impose significant financial extraction costs that the farmers are
unable to afford. By using a closed system that recycles more than 90% of
the water used, the hydroponics industry has a recognized track record for
low water use compared to other agricultural sector. So Moroccos future
solution to water scarcity is hydroponics.
Our business will adopt a differentiation strategy that aims to
develop and market unique products for different customer segments.
Moreover, our project has clear competitive advantages, and can sustain
an intensive advertising campaign. Our product is unique and special. It is
a new technology that will make a revolutionized change in the Moroccan
agriculture industry. As the population is continually increasing and water
is now a scarce resource, hydroponics are the future for this sector.
In addition, crops in hydroponics are less susceptible to be attacked
by soil borne diseases. Plants grown in hydroponics systems may be more
resistant to diseases. Moreover, the growing period is short for most
hydroponically grown crops and, therefore, we can make changes quickly
in response to market demands.
We chose broad strategy because we are aware of the needs of our segments, and we
have the adequate produce that will satisfy them. Our business will ensure the needs and
wants of the market. We will attract people who have never heard or been interested in
hydroponics. This system will make it easier for us to grow any kind of crops compared to
soil based culture.
We are targeting various market segments. Hydroponics involve minimizing space and
maximizing efficiency to grow plants without soil. The market for this type of produce would
be individuals, farmers, plant nurseries, and businesses. Also we target pharmaceutical
industry in long term as the consumption of herbal medicines are widespread and increasing.
Harvesting from the wild is causing loss of genetic diversity and habitat destruction, so
hydroponics were found to be better alternative.
We are planning to attract funds from two main sources. The capital
structure we will adopt is a 60% Loans and Borrowings, and 40% Equity.

We will get loans from different banking institutions like Credit Agricole,
and our shareholders will consist of our family members, who are willing to
invest in our company in order to help and support the realization of this
business. The money collected will essentially serve for the creation of the
business, the importation of the equipment and the running of the
companys operations. Our sources of revenues will come from the sale of
our produce.