As population increases and space decreases, many cities are now exploring new ways to make use of their rooftops.

Today, cities are much denser, taller, and even busier than how it was in the past, and because of this, there is a constant battle for land. It does not matter the kind of job you do; may it be a developer, farmer, transport manager, or receptionist, if you are a city dweller, you are forced to compete for the available space. According to expert prediction, 1/3 of the world’s population is predicted to live in the city by 2050. Surely, if this is the case, the stress on urban infrastructure looks outpace even the most carefully laid plans. Nonetheless, if you look at aerial images of city centers around the world, you will see many sports of unused space; i.e. rooftops. Did you know that rooftops represent about 15 to 35% of the total land area, depending on the size of the city?

Therefore, what can you do with this space? This is the million-dollar question. In high-density cities, the roofs are dedicated to recreation. This is where you will find everything from pools and bars, to running tracks and soccer pitches. Some have questionable wind turbines. For example, in China, a large shopping mall has over 25 villas on its roof. However, when the roof offers access to sunlight, there are only two obvious use i.e. solar power and agriculture.

solar power system on a roof grid

The Green Cities

For more than a decade now, green roofs have been growing in popularity and in some cases, growing into new heights and size. For example, atop, which is a convention center located in Manhattan has the largest in the city, covering 89,000 m2. These roofs are usually comprised of planted beds, low vegetation, and carpet-like tiles. These green roofs can provide a habitat for insects and birds to what is considered a hostile environment. On the other hand, green roofs act as thermal insulation for the building, which does also reduce storm-water runoff.

At the same time, these green roofs offer an added benefit, which is; neutralizing the urban heat that is caused by something known as the island effect. This heat is caused by heat absorbing material like concrete and asphalt, which causes cities to increase in temperature by several degrees than the surrounding countryside. It is a known fact that trees and vegetation help cool the surrounding area and this is a study that is backed up with many scientific research.

According to research by the University of Georgia, they found out that green cities are cool cities. However, they noticed that a network of small urban green space is more effective at reducing a city’s temperature compared to a single park of equivalent size.

solar panel installation on a large barn roof

In some US and European cities, local councils are offering a significant financial incentive to developers who install green roofs. For example, in Hamburg, a building owner can receive subsidies of up to 60% of the roof’s installation cost. Starting from 2020, green roofs will be considered mandatory for all new large scale buildings in the city.

Are you overwhelmed by the challenges of marketing?

If you are, you should learn about the four basics of marketing, also known as the “Four P’s.” Familiarizing yourself with these concepts will help you put together a strong marketing campaign.

The Product

Marketing can’t exist unless you have a product or a service to promote. One of the most essential components of marketing is determining what your product is. Whether you’re marketing a physical item or an intangible service, you’ll want to make sure there is a demand for your product.

Any marketing campaign should be tailored to the product that you are selling. Before you start working on marketing strategies, you’ll have to figure out what your product is. Once you’ve decided on a product, you may want to conduct some research. Figure out who the target audience for this product is.

business notes

The Price

Once you know what your product is, you’ll have to set a price for the product. The price you select will have a major impact on your success. If the price is too high, you may lose out on a lot of business. If the price is too low, you might not be able to earn much of a profit.

If you’re struggling to set the right price, you should look at the pricing for similar products. Try to keep your prices in the same range as your competition. You should also consider the perceived value of the product. If your customers see your product as highly valuable, they’ll be willing to pay more for it.

The Place

In marketing, the term “place” refers to the distribution channels that your product will be sold through. Will you be selling your product at a brick and mortar store, or will your product primarily be sold online? These are the kins of questions you will have to answer.

You need to find a market that’s the right fit for the product you are selling. Make sure you choose a place that will appeal to your target audience. You should make it easy for people to find and purchase your product.

The Promotion

Once you know what you’re selling, what you’re charging, and where you’ll be selling your product, you can focus on the third principle: promotion. Launch your marketing campaign and work to raise awareness of your product.

These four principles are the backbone of marketing.

If you are planning on marketing a product, you owe it to yourself to master these principles.