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TiC100 洄稻農村

由 來坐農創工作室 發起

TiC100 洄稻農村
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提案緣由

提案緣由

一、企劃背景:

  位於臺南市後壁區的頂長社區,舊稱「長短樹」,當地歷史悠久,為傳統農業社區,主植稻米,得天獨厚的環境種植出臺南越光米等優質作物。本工作室實際走訪頂長社區多次,發現農田佔社區土地面積比例極大,社區空氣清新,民風淳樸,居民們熱衷於社區公共事務,總是古道熱腸、笑臉盈盈地歡迎來訪的觀光客,社區充滿歡樂幸福的氛圍,是一般都會社區所欠缺的。但因其產業結構以一級產業為主,青年人口工作機會不多,紛紛外出尋求發展,使得社區居民平均年齡逐年攀升,導致社區發展緩慢。由於當地居民多為年長者,不懂如何行銷推廣特色農產品與歷史文化,導致曝光率不佳,無人來觀光。所以本工作室希望為社區注入新血與氣力,並與社區聯手設計創意活動,邀請離家子孫返鄉參與。藉由活動踏實回歸這塊純樸的土地,重新感受特有稻米文化與生活模式的美好,喚醒其對家鄉的歸屬感,期待社區青年返鄉成家立業!
 

二、企劃動機:

  以農村社會為主的時代,常看到左右鄰居每當有需要幫忙的時候,大家總是會集結力量,互助合作。如今發展了工商業之後,機器逐漸取代人力,也減少了彼此的互動。因現在科技日益漸進,在鄉下生活不便利工作機會也少,導致許多年輕人紛紛外出尋求更好的生活空間與工作機會,使農村地區發展緩慢。本工作室希望透過進駐社區,與社區長者一同努力讓更多人知道這裡的人文風

情、歷史文化,設計出一系列農村體驗活動,藉由辦活動的方式,吸引更多人來到社區,了解在地文化特色,也讓在外地工作的年輕人看見社區新商機,回到家鄉發展,再次活絡社區。
 

三、企劃目的:

來坐農創工作室創業目的如下:

(一) 農村創新,社區再造

  頂長社區是一個保有傳統農村風貌的社區,因其地理位置及城鄉發展的差距,致使人口外流,以至於傳統文化逐漸流逝,希望透過本工作室協助頂長社區農村創新,社區再造。

(二) 文化挖掘,教育深耕

  社區蘊含了悠久的歷史文化,透過進駐社區來挖掘文化特色,並和活動做結合讓參加者能夠認識社區特色文化,來達到文化傳承、教育深耕的目的。

(三) 居民參與,在地行銷

  利用各種舉辦的體驗活動,與在地特色店家合作行銷推廣在地特色產品並讓社區居民可以一同參與,使社區經濟更加活絡。

需求區域

需求區域

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專案規劃

專案規劃

本工作室以地方創生,農村再生為營運核心價值,透過創新農期活動,找回人與土地最真誠的關係。針對社區需求議題提出三大目標:【落實教育深耕】、【推廣食農教育】、【樹立椅聊文化】。以在地之人、文、地、產、景為核心做為思考的基礎,針對頂長社區以「人」為主的農村特性,結合在地得天獨厚的稻米產業,運用社區閒置空間,透過辦理兒童夏令營、創新食農教育活動來達到目標,進而活化社區。

一、落實教育深耕

(一)拾光穗稻《一領二夏令營》

  2018年7月16日~2018年7月20日我們舉辦了「一領二夏令營」請一位在地小朋友邀請2位居住在外地的好朋友,一起參加營會,讓參加的學童能夠體驗和深入了解在地文化,也藉由五天活動串聯起居民及學童對社區之間情感,並特別安排種樹環節,邀請社區居民跟學童一同種樹,希望能找回社區舊時高矮參差不齊的樹木社區意象,並期許團隊能以十年樹木,百年樹人的精神投入社區永續發展。

 圖1-1拾光穗稻《一領二夏令營》宣傳海報

圖1-2  《2018/07/18》邀請社區居民與學童一同種樹

(二)《農事體驗夏令營》

  因去年一領二夏令營造成極大迴響,因此於2019年8月12日~2019年8月16日舉辦農事體驗夏令營活動,藉由在地學童呼朋引伴,並邀請在地耆老擔任課程老師,一起DIY屬於自己「椅聊」,在所有活動當中都必須帶著「椅聊」行動,並跟社區長者們互動聊天,進而促進青銀互動機會。而為了將在地百年歷史文化—打面宋江陣向下扎根,我們邀請在地宋江陣師傅來教導孩童們畫臉譜以及宋江陣拳法,進而達到永續傳承,同時我們也加入了許多農事體驗的活動,讓學童可以透過進行遊戲方式,更認識家鄉產業。

圖2-1《農事體驗夏令營》宣傳海報

圖2-2 《2019/08/12》邀請在地技藝達人教導學童製作「椅聊」

圖2-3 《2019/08/13》邀請百年文化-「打面宋江陣」師傅教導學童畫宋江面具以及打宋江拳法

二、推廣食農教育

(一)《作伙來種田》

  2019年首先登場的是「作伙來種田」,這是個從立春至夏至,針對第一期稻作農事並橫跨12節氣所設計之創新農期活動,在活動中開設「田埂教室」讓這個稻米文化的相關知識能夠向下扎根,學員們以認養一單位2000元之代價,除了體驗插秧、田間照護與收割之三階段活動外,收割時保證學員可領回6公斤之自己耕種的有機臺南16號臺灣越光米優質白米。

圖3-1《作伙來種田》宣傳布條

圖3-2 《2019/02/16》邀請社區農事達人示範如何人力插秧,連小朋友都認真努力學習著

圖3-3 《2019/04/13》以人力維護稻田的方式下田撿拾福壽螺以及除去牛莖草,並到「鴨間稻」了解鴨子與稻田如何共生

圖3-4 《2019/06/22》以日曬的方式將稻穀曬乾,並進一步處理成「白米」包裝寄給學員

(二)《食在好種擱好呷》

  近年來人民飲食習慣改變的影響,台灣人食米量創歷史新低,根據農委會107年最新一期糧食供需年報所示,稻米總生產量高達156萬公噸,創下18年以來最高,但平均每人一年吃的米卻不到44.5公斤,國內稻米過剩狀況相當嚴重。因此,本團隊選擇在第二期稻作農期,以種植蔬果來代替稻米,同時向參與活動學員宣導在一期稻作結束後,該如何維持土壤良善循環,並瞭解各式蔬果在播種到採收時之相關知識,期許能夠延續「作伙來種田」精神。

  本團隊設計一連串之食農教育體驗活動,從栽種到採收皆讓消費者實際下田參與,並在每一次活動開始透過「田埂教室」講授有關蔬果種植的相關知識與可能面臨到的病蟲害等,以有獎徵答的方式,加深學員的活動印象。藉由實際體驗種植的過程中,消費者能了解蔬果的生長週期、如何維護蔬果園與施肥等,體會果農的辛勞與汗水,讓消費者們更加珍惜手上採收下的一顆顆甜美的果實。

圖4-1《食在好種擱好呷》宣傳布條

圖4-2 《2019/09/21》學員們細心栽種下了櫻桃蘿蔔、小明番茄、橙蜜香番茄,並親手製作了有機肥

圖4-3 《2019/10/19》學員們除去雜草維護番茄園,並採收櫻桃蘿蔔製作成沙拉

圖4-4 《2019/11/16》團隊特地安排農村限定活動-控土窯,從堆土窯、生火到包食材,大家都非常樂在其中

圖4-5 《2019/12/21》最後一場活動番茄大豐收啦 ~學員們親手將番茄製作成古早味糖葫蘆

三、樹立椅聊文化

(一)《實境遊戲-米你人生》

  在今年開始設計創意椅聊,將椅聊擺放於社區特定場域,椅聊為台語發音,意指傳統的長板凳,希望可以找回舊時社區長者們坐在大樹的椅聊上泡茶聊天的形象,同時將椅聊文化結合社區主要稻米產業,規劃一系列的「米你人生」實境遊戲,因打從出生開始「米」與「人」緊緊環扣著,無論是出生、滿月、結婚、一直到死亡,米食料理都以不同的型態陪伴著我們,因此希望透過此活動設計出豐富且趣味的闖關遊戲,讓學員了解米食文化。

圖5-1 米你人生實境遊戲場域規劃圖

本工作室的商業模式、行銷模式與財務分析如下:

一、 商業模式

  本工作室之商業模式圖構想,是參照Osterwalder和Pigneur(2010)所提並廣為人知的「商業模式畫布」,如圖6-1所示,構成要素說明如下:

圖6-1【來坐農創工作室】商業模式圖

(一) 價值主張

  「洄稻農村,地方創生」 在現在逐漸都市化的時代,我們希望保留傳統農村風貌,並結合青年的活力創意與長者們的智慧,串聯起人與人之間的互動,同時將在地特色與具有教育、歷史意義的米食文化永續經營與發展。

(二) 通路

  我們將活動詳情及活動照片放至《來坐農創工作室》FB粉絲專頁,讓學員可以即時了解活動內容並達到宣傳效果,同時藉由社區發展協會的協助推廣,邀請在地社區居民與外地遊客一同參與,也透過各大線上報名系統beclass,增加活動曝光率以利推廣。

(三) 目標客群

  本工作室藉由在地的農村特色,辦理一系列創新食農教育體驗活動,吸引在都市生活的年輕父母,因忙於工作而忽略陪伴孩子的童年時光,因此透過參加活動能使孩子遠離科技產品與都市吵雜的環境,如此一來不僅可以拉近親子關係,還能一同親近大自然。同時還能吸引退休長者,對退休生活感到無趣且坊間活動價格較高,藉由參加本工作室的活動,不僅可以回味童年時光還能結交志同道合的朋友。因此我們以重視生活教育的都會滿巢年輕父母與空巢退休期長者為主要客群,希望透過農事活動來了解社區的歷史故事與體驗農村的辛勞,同時享受悠活的生活步調。

(四) 顧客關係

  藉由本工作室所舉辦一系列的創新食農教育體驗活動,除了能讓目標客群深入了解社區的文化產業特色,同時能與我們建立起分享生活價值的顧客關係。

(五) 關鍵合作夥伴

  本工作室目前已與頂長社區發展協會簽訂合作意向書,和社區的耆老們培養濃厚的感情,同時我們更與擁有在地百年歷史的企業—芳榮米廠資源連結,使我們辦理的創新食農教育體驗活動更加完善,也讓前來體驗的參加者能夠了解社區的特色文化。

(六)   關鍵資源

1. 農事技能:我們透過社區農事達人來取得豐富的農事技能,並邀請他們擔任活動課程講師,不僅能夠提高他們的自信心,也能從中獲取額外收入。

2. 文化技藝:頂長社區擁有百年文化技藝—打面宋江陣,為了將傳統文化技藝向下扎根,我們於兒童夏令營邀請了在地打面宋江陣師傅擔任講師,像孩童說明打面宋江陣的歷史由來,並教導他們畫宋江陣臉譜及練習宋江陣拳法,達到文化永續傳承。

3. 在地人力:我們與社區居民培養出濃厚感情,進而在活動進行時,獲得社區居民所提供的人力資源,同時提升社區凝聚力。

(七)   關鍵活動

1. 「兒童夏令營」:《一領二夏令營》、《農事體驗夏令營》

2. 「食農教育」:《作伙來種田》、《食在好種擱好呷》

3. 「椅聊文化」:《實境遊戲-米你人生》

二、 價值主張

  以下是【來坐農創工作室】價值主張圖,是本工作室依據天下雜誌所出版的《價值主張年代》所提出的價值主張概念,依照團隊在社區所執行的實務經驗重新設計,成為專屬於【來坐農創工作室】的創新價值主張圖。歷經一年多來團隊在社區所執行的服務與活動,我們發現這些活動不但能解決主要的兩大目標客群-〈重視生活教育的都會滿巢年輕父母〉及〈空巢退休期長者〉的痛點使其獲益以外,同時也可以帶給農村的頂長社區長者許多的快樂與自信。【來坐農創工作室】價值主張圖,如圖6-2。有關價值主張詳細說明如下:

                                                                  

 圖6-2【來坐農創工作室】價值主張圖

  以下就本工作室主要三類目標客群,經由進行初步訪談後,分別就三大目標顧客在工作及生活所需完成的任務,執行任務時所遇到的困難及痛點,及其期待想從中獲得的好處,進行以下的分析:

(一)重視生活教育的都會滿巢年輕父母

1. 任務:

.努力為生活打拼:為了生活經濟與教養小孩,因此得努力工作。

.尋求與孩子一起學習有趣事物:跟小孩一起學習並且成長,從中也能拉近親子關係。

.培養親子感情:因工作過於忙碌,少與小孩互動,導致親子關係疏離。

.為孩子找玩伴學習人際關係:因現在家庭大多只生一個孩子,較少有兄弟姊妹陪伴,導致不擅交際。

.舒緩工作壓力:因工作壓力太大,需藉由休閒活動減輕壓力。

2. 痛點:

.對充斥3C高科技環境感到厭煩:在科技化的時代,父母又因工作忙碌,導致小孩多以3C產品做為陪伴。

.具生活教育意義的親子活動難尋:大多親子活動較少有完整的體驗,無法深入教導小孩。

.坊間親子活動費用太高:都會區的親子活動費用較昂貴,本團隊活動收費平易近人,大眾較能接受。

.沒時間自己規劃:因都市會區生活步調較快,無閒暇時間規劃與小孩的親子時間。

.創意點子不夠:因忙於工作較少與外界接觸,所以難以激發新點子。

3. 獲益:

.良好的親子互動關係:透過本團隊所辦理的活動,增進親子互動機會,改善已疏遠的親子關係。

.踏實健康的生活教育:透過本團隊所辦理的創新食農教育活動,感到踏實健康的生活。

(二)空巢退休期長者

1. 任務:

.學習新事物:因退休生活較無趣,希望透過學習新事物來充實生活。

.養身健身:藉由參加農事休閒活動來增進身體機能。

.認識新朋友:遠離室內,多與新朋友互動,增加人際關係。

.不讓自己閒下來:多參與活動改善自己的生活品質。

.回饋社會:取之社會用之社會。

2. 痛點:

.退休生活太無趣:因退休後無目標可執行,所以生活平乏無味。

.活動費用較昂貴:因退休後無收入,難以參加較昂貴的休閒活動。

3. 獲益:

.結交志趣相投的朋友:透過本團隊所辦理的活動,來結識相同興趣的好朋友。

(三)頂長社區長者

1. 任務:

.平時有人陪伴:多走出戶外,與其他居民聯誼。

.充實日常生活:多參與社區活動,培養其他興趣。

2. 痛點:

.平時沒人陪伴:社區青年較多外出發展,長者一人獨自在家。

.缺乏休閒生活:長者較不喜歡走出戶外。

3. 獲益:

.充實生活:透過本團隊所辦理的活動,讓社區長者一同來參與。

.樂齡學習:藉由參加活動社區長者們可以與學員一同學習新事物。

.需要心靈陪伴:藉由參加活動,長者們能彼此陪伴,達到了安慰心靈的作用。

  以上三大客群的統點,本團隊透過《兒童夏令營》、《食農教育體驗活動》及《 【米你人生】實境遊戲》,將減輕目標客群所面對的痛點,已達到他們所能得到的獲益。

三、 行銷4P  

圖6-3【來坐農創工作室】行銷4p圖

(一) 產品

兒童夏令營:

   藉由在社區舉辦兒童夏令營,吸引在地及外來學童一同參與,讓他們能夠深入了解社區的人文特色與歷史文化。

食農教育:

   藉由我們所舉辦的「作伙來種田」以及「食在好種擱好呷」的創新食農教育活動,讓學員親自融入農村生活了解農作物生長過程,透過遊戲的方式了解過去農村生活的辛勞與樂趣,同時也能享受社區獨有的氛圍和居民的熱情,並在活動中結合「米」的元素,設計出創新米食DIY,以大力推廣米食文化。

椅聊文化:

  在未來會設計創意椅聊,擺放於社區特定場域,同時結合社區主要稻米產業,規劃系列「米你人生」實境遊戲,因人的一生打從出生開始就跟米脫不了關係,從出生、結婚到死亡都以不同形式的米食型態陪伴著我們,因此希望透過米與人的一生設計出豐富且趣味的闖關遊戲,讓參加者了解米食文化。

(二) 價格

  來坐農創工作室未來將推廣活動票券、活動策劃等服務以維持工作室基本營運收入,並透過創新價格定價,以報名場次與年齡來做優惠方案。

.「作伙來種田」創新食農教育體驗:目標可客群為親子、情侶、好朋友,採成本加成定價法,每期為20組,一組收費為2,000元整。

.「食在好種擱好呷」創新食農教育體驗:目標可客群為親子、情侶、好朋友,採成本加成定價法。

(三) 通路

1. 實體通路

.在地店家:連結在地店家販售本工作室之活動票券。

.來坐農創工作室:提共導覽地圖供旅客來訪使用。未來預計於頂長社區設立工作室,以近距離服務方式位居民、民眾服務。

2. 虛擬通路

.社群經營:透過「來坐農創工作室」FB粉絲專頁,與我們的目標客群作接觸與互動,並放上許多活動照片及最新情報,提供更多活動資訊吸引有興趣的人前來參加。

.線上報名:利用BeClass 線上報名系統,讓想來參加活動的人可以即時報名。

(四) 推廣.

本工作室目前會依照不同活動特性,透過不同工具進行推廣,主要為公共關係和人員銷售。

.公共關係-發新聞稿

.人員銷售-口碑行銷

.銷售促進-65歲以上12歲以下免費

一、 資金需求與規劃

  來坐農創工作室預計以111萬資金創業(圖7-1)。除了工作室自有資金外,另包括創業競賽以及政府部門提供之計畫補助。預計透過這些資金成為公司初期營運成本。創業初期於長短樹社區設立工作室,創業資金規劃如圖7-1。

圖7-1 資金來源表與資金規畫圖

 

二、 預估財務規劃

  本工作室根據近年來農業旅遊人數逐漸成長,希望透過口碑的行銷讓客群可以逐漸擴展開來,並利用公共關係打開知名度帶動營業收入的提升。預計第四年可從虧損轉為淨利,朝穩定營運方向邁進。來坐農創工作室預估損益表,如圖7-3。

圖7-3 預估損益表  

營業收入與營業成本細項如下:

(一) 營業收入:

圖7-4 第一年營業收入表

圖7-5 第二年營業收入表

圖7-6 第三年營業收入表

(二) 營業成本:

圖7-7 三年營業成本表

  • 專案持續更新中

發起單位:來坐農創工作室

單位身份:公民

專案負責人:林盈真

專案期間:2020-02-01 - 2020-08-31

聯絡方式:林盈真 0975269784