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Success Strategies That Belong on Your
Radar Screen
Gary Morton January 26, 2018
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Lower Mainland Horticulture Improvement Association
Pacific Agriculture Show
Horticulture Growers’ Short Course
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The challenge and beauty of farming…….
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Father’s Lesson#1
The most important lessons in life come after you think you know everything
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Father’s Lesson#2
If I give you the answers to all the questions, you’ll never learn anything for yourself
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Competitive Advantage
the only real competitive advantage a business has ….
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Today …. is the tomorrow …. you were worrying about yesterday
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Today is ….the last day …. of how you & your farm used to be
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What Should Be on Your Customer
RadarScreen?
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You cannot
negotiate with a
tiger when your
head is in its
mouth.Winston Churchill
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Food industry = change
Normal doesn’t visit anymore!
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Customers are in a battle
The game is changing
Many don't know what game they are in anymore
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Think they know everything
Scared they know nothing
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Your Customers
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Finite game
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•
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Infinite food world
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What’s your end game?
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One Eye on Today ….One on Tomorrow
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to earn a good living for you, and your family
Golden Trio #1
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to put money away for yourretirement
Golden Trio #2
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Golden Trio #3position businessto sell or pass on
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How many people outside of this building …
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J.O.B.
Just Over Broke
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Uncle Jotham (Major Logan)23
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F.A.R.M.F – Freedom
A – Always
R – Requires
M – Money
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How do you get the customer to keep choosing you ….. over all the other options they have?
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C.A.R.T.C – Customer/Consumer
A – Alignment With Customer
R – Really Good Customer Plan
T – Trust of Customer
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“your customer is your most important business asset …. not your product”
T.O.T.
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Customer - Consumer
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Where is your thinking?
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PRODUCT
Marketing/Customer
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“The farmer is the only man in our economy that buys everything at retail, sells everything at wholesale, and pays the freight both ways.”
J.F.K.
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“Once you say your going to settle for second, then that’s where you end up.”
J.F.K.
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Don’t mistake your world … for the world
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Food World
7.6 billionEveryone has to eat!
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Everyone is special
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Global Food World
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Food Safety Transparency
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Increased Sophistication
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AMAZON ….. Swallows Whole Foods
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Technology41
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NewSources Protein
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Fodini Printed Pizza
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https://3dprinting.com/food/rapid-prototyping-food-industry/ https://www.naturalmachines.com/
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© SKUfood 2017
Customer Apocalypse
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Demanding consumers
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Competitive marketplace
• Discounters
• Global year round supply
• Clubs stores
• International competition
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Customers World
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Markets are:
• consolidating
• fragmenting
• compartmentalizing
888 all at the same time
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Introducing
NEWTechnologies
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Maybe some collusion?
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More sophistication50
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On-line food purchasing & delivery
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Shareholderdemands
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Are you still relevant to customer?
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How did it get in my fridge?
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Is your customer still relevant?
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Why do some succeed when others ….
One of life’s little mysteries?
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Strategic Influence
influence change …..
through strategic innovation
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Strategic Innovation
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Change the rules
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Food in a box delivered to your door
• Disrupt the markets
• Box Delivery
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Windows of opportunity
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Create new categories
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Extend the supply
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Turnkey supply
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Gain influence with customer
• Solve problems
• Simplify a crazy world
• Help keep markets
• Help to be more competitive
• Do what others can’t, won’t or don’t65
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Problem Solveror Customer Problem
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Find solutions
Solve the problems
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1-2 Customer Problems
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C.A.R.T.C – Customer/Consumer
A – Alignment With Customer
R – Really Good Customer Plan
T – Trust of Customer
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“your customer is your most important business asset …. not your product”
T.O.T.
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Are you part of the tractor ploughing the way to the future with your customer, or part of the field beneath?
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Thank you!
www.skufood.com