My Marketing Plan 1. Define Goals (Example: I want to sell 25 percent more tomatoes than last year by September 1.) 2. Define Products & Image
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1 How to Sell what you Produce: Planning Your Produce Marketing Strategy Theresa J. Nartea, Extension Specialist Marketing & Agribusiness Virginia Cooperative Extension P O Box 9081, Petersburg, VA tnartea@vsu.edu My Marketing Plan 1. Define Goals (Example: I want to sell 25 percent more tomatoes than last year by September 1.) 2. Define Products & Image List Products What are Unique Selling Points of your Products Listed? (Example: Rare, Heirloom, Hard to find, New Variety, Delicious, Tasty, Healthy, Premium Quality, Home made, Home Grown, Farm Grown, All Natural). What are Ultimate Benefits of your Products Listed? (Example: Personal Health, Personal Fulfillment, Emotional Well Being, Environmentally Conscious, Nostalgic Memories)
2 In order to define IMAGE, I will do the following (check box) Create a farm logo, see examples at: Create a farm brochure with my story at: Create a farm sign by looking at examples. I will google search farm signs at: 3. Define Customers Census Data at: Who is your TARGET AUDIENCE? Where do you find customers?
3 Here are some ideas to begin your search for customers 1. Women with school age children (statistically women make the majority of food purchases in a family). Play time clubs: Daycares: Public Libraries Places of public worship (synagogues, churches, mosques, etc.): Parent Teacher Associations: Mothers with children in soccer, or other sporting activities Scouting clubs Affluent subdivisions 2. Individuals seeking to restore health and vitality can be found at: Cancer centers Hospitals Natural health practitioners Doctor's offices Dentist's offices 3. Earth conscious individuals: Environmental Groups, such as Sierra Club: Environmental Scientists: Specialty coffee (espresso drinks) and other beverages (smoothies) stores 4. Health conscious individuals: Exercise centers Yoga and Pilates classes Martial arts classes 5. Individuals who love to cook (also known as "Foodies") and eat: Local chapters of Slow Food: Chef's Collaborative: Cooking Clubs: Gourmet cooking specialty stores: sonoma.com/ Farmers markets and natural foods coop stores: 6. Individuals with disposable income and graduate level university education: Retired professionals (with leisure activities such as golfing and traveling) Computer based and research technology professionals University scholars, for example: tenured professors. Find potential customers, by searching your local area phone book, or search by zip code and category on the web, go to: Or subject search at: and
4 4. Define Pricing Conservative Economic Budget for High Tunnel Tomatoes T. Nartea and C. Mullins (2012) Tunnel Size (Square Feet): 2000 Using 1/2 of Tunnel Area Spacing of Plants (Square Feet): 6 Number of Plants: 170 Gross Income Wholesale Retail Wholesale Retail Harvest (%) Yield/Plant Unit Price/lb Price/lb Price Price Large 70 7 Pounds $ 1.12 $ 3.00 $ 1, $ 3, Medium 20 2 Pounds $ 0.72 $ 2.00 $ $ Small 10 1 Pounds $ 0.50 $ 1.00 $ $ Total $ 1, $ 4, Production & Marketing Costs Amount Needed Unit Price/Unit Labor (hr) Hours Labor Cost Total Cost Soil Test 1 Tunnel $ 7.00 $ $ 5.00 $ Major Tillage 1 Tunnel $ 4.00 $ $ 5.00 $ 9.00 Rototill 1 Tunnel $ 2.00 $ $ 5.00 $ 7.00 Compost 1 Ton $ $ $ $ Raised Beds $ $ $ Fertilizer/Lime 1 50 Pound Bag $ $ $ 5.00 $ Plastic mulch Linear Feet $ $ $ $ Irrigation Drip Tape Linear Feet $ $ $ 5.00 $ Transplants 200 Each $ 0.25 $ $ $ Starter Solution 1 Pound $ 1.00 $ $ 2.50 $ 3.50 Wire Hoops 56 See Fixed Costs $ $ $ Row Cover 1 See Fixed Costs $ $ $ Herbicide $ $ $ Insecticide 1 $ $ $ $ Fungicide 1 $ $ $ $ Cultivation $ $ $ Irrigation/Fertigation square feet $ $ $ $ Stakes 85 See Fixed Costs $ $ $ Twine & Pruning $ 1.00 $ $ $ Fuel & Oil $ 3.00 $ $ $ 3.00 Plastic, Stake Removal $ $ $ Tunnel Temp. Control $ $ $ Harvesting $ $ $ Wash & Grade $ $ $ Packaging 85 Boxes $ 1.00 $ $ $ Delivery $ $ $ Total $ 1, Fixed Costs, 2,000 Square Feet High Tunnel Cost Years Used Yearly Cost Land Charge or Rental $ $ High Tunnel Material $ 3, $ Plastic Covering $ $ Shade Cloth Covering $ $ Wire Hoops $ $ 8.00 Row Cover $ $ 4.00 Stakes $ $ 2.00 Interest (Land & Buildings) $ $ Taxes (Land & Buildings) $ $ Depreciation on Machinery $ $ Interest on Machinery $ $ Depreciation on Irrigation Equipment $ $ Interest on Irrigation Equipment $ $ 5.00 Depreciation on Packing Building $ $ Interest on Packing Building $ $ 5.00 Insurance $ $ 5.00 Total $ Area Used in 2000 square feet High Tunnel: 0.5 Total Fixed Costs for Tomato Production: $ Total Net Income Wholesale Price Retail Price (auction, buyer) (direct to consumer) Total Gross Income $ 1, $ 4, Total Production & Marketing Costs $ 1, $ 1, Total Fixed Costs $ $ Total Net Income $ (197.40) $ 2,560.00
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7 5. Define Market Place(s) Farmers Markets, Farm Stand, CSA, Agritourism, Internet Sales, etc. View Local Harvest Farm Store: Set up a Shopping Cart at: Search competition within 50 miles of you at: Developing Promotion Methods (Advertising) Business Cards, Banners, Car Door Magnets, Website: Print Quote: Google Maps Listing: Yellow Pages Listing: Local Harvest Listing: Buy Fresh Buy Local Listing: Virginia Grown Listing: directory/participationform.shtml Low Cost Websites: Social Networking: QR Codes: studios.net/barcode/createcode.aspx Smartphone Credit Card Scanner Square Up: Intuit:
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