Assessing the Business Potential of Hericium erinaceus Mushroom Cultivation in Karaj County, Iran: A SWOT Approach

The cultivation of Hericium erinaceus mushroom (known as Lion's Mane) was investigated as a sustainable economic opportunity in Karaj County, Iran. This study, employing a descriptive-analytical method and the SWOT strategic model, assessed the feasibility of cultivating this mushroom and developed marketing strategies. Data were collected through library research and field studies, including semi-structured interviews and questionnaires from ۳۵ entrepreneurship activists at the University of Tehran. The SWOT analysis was based on weighting factors (scale ۱-۱۰) and performance scoring (۱-۵), validated using an independent t-test (t = -۰.۱۱, p = ۰.۹۱). Questionnaire reliability was confirmed with Cronbach's alpha of ۰.۸۲. Results indicated internal factors (strengths and weaknesses) score of ۳.۲ and external factors (opportunities and threats) score of ۳.۲۸, positioning the business in the aggressive (SO) quadrant of the SWOT matrix. Key strengths include the mushroom's high nutritional and medicinal value (proteins, fibers, beta-glucans) and low requirements for water and land. Opportunities encompass growing demand for organic foods and government support for sustainable agriculture. Weaknesses involve shortages in specialized infrastructure and local technical knowledge, while threats include competition from imports and economic fluctuations. Proposed strategies focus on leveraging strengths and opportunities: market development through digital marketing, adoption of advanced technologies (e.g., hydroponic systems and automation), training programs for farmers, and supply chain strengthening via local collaborations. This aggressive positioning highlights potential for market expansion and product diversification, contributing to a circular economy through agricultural waste utilization. Recommendations include investments in education and technology to overcome challenges and achieve high profitability (estimated ROI of ۷۰۰% over ۵ years). The study provides practical guidance for entrepreneurs and policymakers to advance sustainable development of this industry in Karaj.

کلیدواژه ها:

Sustainable Business ، Strategic Analysis ، Hericium erinaceus Mushroom ، SWOT