When working on a project, everything becomes relevant. These are some precedents meant to inspire and inform for Design Future's current Urban Agriculture projects in the South Bronx.

1. Contextual Understanding:
Systemic Solutions

2. Fixing Broken Windows
a theory by George Kelling and Catherine Coles

3. NYC Subway:
1986
NYC Subway:
2007
Photos: © urban75

4. Violent crime in the city has dropped by
three quarters in the twelve years ending
in 2005 with the murder rate at its lowest
then level since 1963, when reliable sta-
tistics were first kept, for a murder rate
of 6.58 per 100,000 people, compared to
2,245 murders in 1990.
-Zeranski, Todd. “How Safe is New York City?”

5. Other Potential Causes for Drop in Crime
Increased # of police officers
1970’s Abortion Legalized
COMPSTAT (Computer/ Compara-
tive Statistics) => Controversial

6. Take Away Questions: Rewards & Penalties
How can you create order
for the process of accessing
healthy foods?
How might you convey a
new community norm of eat-
ing healthy food?
What types of policies might
be implemented to deter the
sale of unhealthy foods?
...

7. As a result, Bank of America has gotten 10 million
new customers and $1.8 billion in savings for them.
- Tim Brown

8. Take Away Questions: Latent Needs
How might you make making
healthy food choices seemlessly
integrated into everyday life?
What are people not saying, but
doing that indicate a need?

9. Watch Video: http://vimeo.com/925729
Next Manahattan Mob-
2:00-> 5:35 -> 7:00
bing Event: January
30th

10. Take Away Question: Access
How might you harness the
power of local consumers
to increase access and
affordability of healthy foods?

11. provides small HOW IT WORKS PROJECT Beeline
farmers with LOCATION Portland, Oregon
Beeline is a virtual marketplace and distribution system for fresh produce in
the Pacific Northwest designed to support local farms by reducing the cost of
+ Dawn Danby
greater access to transporting produce to retailers. + Mary Rick
+ Jyoti Stephens
the marketplaces An online system connects retailers and restaurateurs to growers. As orders are
+ Kevin Etra
placed, Beeline automatically plans transportation + Daniel Wilhelm
routes with a robust
that keep them in Global Positioning System and radio-frequency identification to “pool” pickups
and deliveries. The system saves individual farmers from having to deliver
business. their own product.
A version of Beeline is currently being tested in Portland, Oregon by Ecotrust’s
PROJECT Beeline Food Hub initiative.
LOCATION Portland, Oregon
+ Dawn Danby
+ Mary Rick
BENEFITS
+ Jyoti Stephens Not only does Beeline’s system save time and reduce driving miles, it also pro-
+ Kevin Etra vides small farmers with greater access to the marketplaces that keep them in
+ Daniel Wilhelm business. By aggregating products from a number of farms, Beeline helps small
farms stay competitive without having to resort to single-crop monoculture.
+ Maximizes transportation efficiency
+ Reduces costs to individual farmers
Beeline’s use of technology
+ Helps local farmers compete
allows drivers to link pick ups and
Diagrams courtesy Dawn Danby and Paul Waggoner
deliveries as shown above.
Handheld digital assistants
distribution systems
connect distributors to markets
(below). Ecotrust is currently
testing Beeline in Portland,
Oregon. (delivery shown at right)
BEELINE
Beeline’s use of technology
Beeline’s system In the Unitedallows drivers to link pick ups and
States, our food travels between 1,500 and 2,500 miles from
farm to plate. Local food offers many benefits: cost, freshness, security and the
deliveries as shown above.
streamlines preservation Handheld digital assistants
of open land. But merely localizing food production does not
guarantee efficient delivery or theto markets of small farms. Many frequently
connect distributors profitability
distribution and make less than ten cents on every dollar spent on their produce.
(below). Ecotrust is currently
testing Beeline in Portland,
provides small HOW IT WORKS
Oregon. (delivery shown at right)
farmers with Beeline is a virtual marketplace and distribution system for fresh produce in
the Pacific Northwest designed to support local farms by reducing the cost of
greater access to transporting produce to retailers.
the marketplaces An online system connects retailers and restaurateurs to growers. As orders are
placed, Beeline automatically plans transportation routes with a robust
that keep them in Global Positioning System and radio-frequency identification to “pool” pickups
and deliveries. The system saves individual farmers from having to deliver
business. their own product.
A version of Beeline is currently being tested in Portland, Oregon by Ecotrust’s
PROJECT Beeline Food Hub initiative.
LOCATION Portland, Oregon
+ Dawn Danby
+ Mary Rick
BENEFITS
Not only does Beeline’s system save time and reduce driving miles, it also pro-

12. Take Away Question: Distribution
How might the delivery of
locally manufactured foods be
redistributed to provide access to
local community members?

13. fig. 1
fig. 2
BROWNFIELDS
HIGH SCHOOL BLACKSTONE RIVER VALLEY,
MIDDLE SCHOOL
fig. 3 RHODE ISLAND

16. Take Away Questions: Building on Strengths
What are some existing
technologies that can help
catalyze urban agriculture
initiatives?
How can urban agriculture
initiatives be integrated
into existing community
infrastructures?
What would your project
look like over 5, 10, 20
years?

17. N O VAT I O N
R SOCIAL ENTERPRISE
Ninety-
untries.
ortality
many of the
neonatal
within five
onnel. Many
improved
o create a
current
aired www.designthatmatters.org

18. www.designthatmatters.org

19. Take Away Questions: Building on Strengths
What resources and skills
currently exist in Hunts
Point that your project can
build on?

20. Current Business Strategies
Business Stategies
grants MF Loans Product
Local
ngo
Business
direct direct subsidized full-price
sales sales or donated
grants volunteers
grants
ngo
ngo
govern US NGO
ment
local
marketing
NGO in
Country
distribution
distribution

21. Innovative Business Strategies
Virgance Personal Investment Contracts
Co. Adv $ Investor
Virgance
Offshoot Co.s
Public Voting Investee
e

22. KA CR
Key Activities Customer Relationships
CS
KP Customer Segments
Key Partners
VP
Value Propositions
KR
Key Resources
CH
Channels
C$ R$
Cost Structure Revenue Streams
www.businessmodelgeneration.com

23. The Business Model Canvas
44
Key Key Value Customer Customer
Partners Activities Proposition Relationships Segments
Key Channels
Resources
Cost Revenue
Structure Streams
www.businessmodelgeneration.com

24. Take Away Questions: $$
Who has the money? How
might those funds find their
way to services/products
offered from your project?
If you lower the price point,
would more people buy?

25. How can you create order for the process of accessing healthy foods?
How might you convey a new community norm of eating healthy food?
What types of policies might be implemented to deter the sale of unhealthy
foods?
How might you make making healthy food choices seemlessly integrated into
everyday life?
What are people not saying, but doing that indicate a need?
How might you harness the power of local consumers to increase access and
affordability of healthy foods?
How might the delivery of locally manufactured foods be redistributed to
provide access to local community members?
What are some existing technologies that can help catalyze urban agriculture
initiatives?
How can urban agriculture initiatives be integrated into existing community
infrastructures?
What would your project look like over 5, 10, 20 years?
What resources and skills currently exist in Hunts Point that your project can
build on?
Who has the money? How might those funds find their way to services/
products offered from your project?
If you lower the price point, would more people buy?