Small Farm Business Planning Templates And Instrucitons Page 32
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50B. Analyze skill set, products, resources, constraints, and goals; match to each market segment/region. (Do
this with advisors, assign task and set due date.)
SKILL
MARKETING ADVANTAGE
MARKETING DISADVANTAGE
Perform well at Farmers’ Markets
I sell well
But I have not been at that market long
People see what they get
Prices are low, lots of competition
Easy for me to go there
Never know what I am really going to
sell
: Establish a presence, get loyal customers, find out what they like
KEY
PRODUCT
MARKETING ADVANTAGE
MARKETING DISADVANTAGE
Flowers
Beautiful
Unnecessary
Brings ‘em to my stand
Labor intensive
: Get them to buy the food that goes with the flowers
KEY
RESOURCE
MARKETING ADVANTAGE
MARKETING DISADVANTAGE
Farm lease
I can afford
Long drive, hill, cannot have groups of
visitors
Nice barn
: Maintain relationship and keep an eye on alternatives
KEY
CONSTRAINT
MARKETING ADVANTAGE
MARKETING DISADVANTAGE
Lack of equipment
NONE
I spend too much time in the field and
not enough time selling
: Get financing and buy the equipment I need
KEY
C. Develop plan for market segments:
1. Develop a plan for the top two or three segments and regions. Tailor your message and
offerings to that segment/region. (Assign task and set due date.)
EXAMPLE SEGMENT #1 IN REGION:
Farmers’Market in San Francisco
Example Message:
“Everything you need for the week is available right here at the farmers’ market, and most of it at my booth. All week
long you can remember this beautiful day, and the story I am going to tell you about how hot it was when we picked
these melons, and how we went swimming in the creek after and that you got invited to come up and visit sometime.”
Sample product mix:
1. Summer fruit (e.g.,melons, tomatoes)
2. Flowers
3. Hard Squash
EXAMPLE SEGMENT #2 IN REGION:
Message:
32 | Unit 2.0
Small Farm Business Planning
Appendix 2
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