darren stott greenchain consulting tabitha mcloughlin executive director, coquitlam farmers’...
TRANSCRIPT
Darren StottGreenchain Consulting
Tabitha McLoughlinExecutive Director, Coquitlam Farmers’ Market
David J. Connell, PhD MBAUniversity of Northern British Columbia
BCAFM 2014 Conference
Leading the Food Revolution
Market Positioning through Market Policies
Purpose
• To help farmers’ markets execute and strengthen their strategic direction through the development and use of market policies.
Outcome
Strengthened Market Policies:• Help markets be more competitive• Increase loyalty of customers and
vendors• Help markets become more efficient
and profitable• Support the growth of market vendors
and their community
Agenda
• Introduction 3:15• Exercise 1 3:25• Strategic Planning 3:35• Market Positioning 3:45• Market Policies 3:55• Exercise 2 4:10• Next steps 4:25• Q&A
What are the 3 most important policies you think are the most
important to your market?
Exercise 1
Results of recent studies show significant growth
• More farmers’ markets in BC• More people shopping at farmers’
markets• More money being spent by shoppers
at farmers’ markets
However……
• More competition• More savvy shoppers• More impact on businesses and
community• More opportunities• More challenges
Therefore Strategic Planning is vital for growing markets
• The aim is to actively decide on a desirable path of development–A “development path” refers to typical
patterns of growth for a farmers’ market and the steps associated with this pattern of growth
• Mission, vision, goals, and objectives
The core business of farmers’ markets is to ‘profit’ by bringing
farmers and shoppers together in a unique setting.
Social experience
Relationwith
farmer
LOW HIGH
PERSONAL
IMPERSONAL
CSA
Shoppers WholesaleSave-On
Wal-Mart
Corner store
Farmers’ markets
U-Pick
Farmgate
Food Retail: Farm Direct
Market positioning
• To get customers’ attention and dollars, a business tries to distinguish itself from its competitors and to differentiate its product and services by turning strengths into an advantage
Social experience
Relationwith
farmer
LOW HIGH
PERSONAL
IMPERSONAL
Market Position
How to position your farmers’ market
• What tools are available to help your market position itself in relation to its direct (and indirect) competitors?–Positioning is usually achieved
through pricing and quality–Reinforced through advertising,
promotions, and branding
Your market’s policies are the essential tools
to support market positioning
Market policies as strategic tools
How can each of the following be used as tools to turn your strengths into advantages?
1. Geographic boundaries
2. Staffing of vendor tables
3. Co-operative selling arrangements
4. Re-selling produce
5. Vendor type & mix
1. Geographic boundaries
www.travel.bc.ca
2. Staffing of Vendor Tables
www.bcfarmersmarket.org
3. Co-operative Selling Arrangements
www.cityfarmscoop.ca
4. Reselling produce
www.bcfarmersmarket.org
5. Vendor Type & Mix
www.bcfarmersmarket.org
For each of the five key policy areas: how would loosening or
tightening each of the policy areas affect your market’s “market
position”? Why?
Exercise 2
Next steps
• Strategic business planning– The Core Business of Farmers’ Markets– Selling at BC’s Farmers’ Markets– BCAFM Webinar series– Outside support– Grants
• Market policy development– Learn from others– Discuss with staff , board, vendors & key stakeholders– Link to overall strategy
Q&A