Belmont Farmers\' Market MCFE Presentation
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Transcript of Belmont Farmers\' Market MCFE Presentation
Welcometo the Belmont Farmers’ Market Presentation
Babson College Management Consulting Field ExperienceFall 2009
Project Manager: Linda Myers-Tierney
Richard BetterleyMolly HamelRachael PlummerPaul Rollinger
"In some cases, local business people are so negatively disposed to the changes a market brings that they are never able to acknowledge the positive facts, nor create a positive relationship with the market”
– Jeff Cole, Mass Farmers’ Market Associate
Meet the Belmont Farmers’ Market
• BFM founded: Summer 2006• Belmont Center parking lot• Volunteer-run June through October• “Best of Boston 2009”• Strong customer/vendor relationships
Babson CollegeManagement Consulting Field Experience Fall 2009
Mission Statement
To research and develop ways for the Belmont Farmers’ Market to
strengthen ties with the Belmont Center Business Association and other Belmont businesses, and
the community at large.
Babson CollegeManagement Consulting Field Experience Fall 2009
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Relationships in the Town of Belmont
Babson CollegeManagement Consulting Field Experience Fall 2009
3 Major Issues
1. Stores not included in BFM’s decisions
2. Stores think BFM worsens parking
3. Stores do not see benefit of BFM
Babson CollegeManagement Consulting Field Experience Fall 2009
Recommendations
• Invite a business representative to join the Belmont Farmers’ Market Committee Communication
• Waive hourly parking limits for business employeesParking
• Launch a cross-promotional strategy with businesses
• Invite other community groups to the market
Synergy
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Research Methods• Interviews• Surveys• Visits to other markets• Industry research
Babson CollegeManagement Consulting Field Experience Fall 2009
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Business Impact
Employee Perceptions• Mixed opinions
– Some polarization
• No new customers
“Farmers’ market customers come and go, they are here for the market and do not shop in town.”
“They cut through my store, but they don’t buy anything.”
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Business Impact
Quantitative Research• Industry: 33%-65% market and
merchant customers-Oregon Small Farms Technical Report 2007
• Belmont: 70%• Most are not new customers:
– 24% from outside Belmont– 12% shop in town
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Business Impact
Quantitative Research• Best customers are good merchant
customers– Longevity– Frequency– “Destination Shoppers”
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Business Impact
0
10
20
30
40
50
60
0
10
20
30
40
50
60
Longevity Frequency
BFM-Only Shoppers
Store Shoppers
Less Frequent More FrequentNewer Customers Older Customers
Findings: Business Impact
0
10
20
30
40
50
60
BFM-Only Shoppers
Store Shoppers
“Routine Shoppers” “Destination Shoppers”
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Parking
• Businesses– Problem for employees– Perceived problem for customers
• Belmont Police– Small increase in parking
• Selectman– Not difficult
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Parking
72%
22%
3%3%
Market customers who have trouble finding parking
Never
Rarely
Sometimes
Always
Babson CollegeManagement Consulting Field Experience Fall 2009
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Market Timing
88%
12%
How customers feel about market timing
Convenient
Inconvenient
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Market Timing
• Businesses– Thursday-Sunday is busy– Best day is Monday
• Vendors– Timing based on other markets
• Belmont Police– Every day is busy in Belmont
Babson CollegeManagement Consulting Field Experience Fall 2009
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Location
98%
2%
How customers feel about market location convenience
Convenient
Inconvenient
Babson CollegeManagement Consulting Field Experience Fall 2009
Findings: Location
• What people like about the location:– Vendors
• Parking Lot• Customers• “The best markets are near a Starbucks…”
– Customers• Centrally located• Convenient• Community feel
Babson CollegeManagement Consulting Field Experience Fall 2009
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Invite a liaison from business community to the BFMC
• Lack of Communication– Belmont Center Business
Misconceptions• Location• Timing • Parking
Babson CollegeManagement Consulting Field Experience Fall 2009
Invite a liaison from business community to the BFMC
• Location– Businesses felt they had no say– Farmers’ Market was favored
• Timing– Requested Monday
• Parking– Businesses think parking is a major issue– Farmers’ Market knows it isn’t
Babson CollegeManagement Consulting Field Experience Fall 2009
Invite a liaison from business community to the BFMC
• Invite a liaison• Open flow of communication• Address problems
Babson CollegeManagement Consulting Field Experience Fall 2009
Invite a liaison from business community to the BFMC
• Results– Future collaboration– Newsletter to businesses
Babson CollegeManagement Consulting Field Experience Fall 2009
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Waive hourly parking limits for business employees
• Parking: problem for stores, not customers– “Sometimes I have to drive all over town
to find parking”
• Customer parking under utilized
Babson CollegeManagement Consulting Field Experience Fall 2009
Waive hourly parking limits for business employees
Presentation Agenda
Findings
Business Impact
Parking
Market Timing
Market Location
Recommendations
Communication
Parking
Synergy
Research
• Interviews• Surveys• Other Markets• Industry
Babson CollegeManagement Consulting Field Experience Fall 2009
Launch cross-promotional strategy with businesses
• Successful relationships between BFM and Businesses
• “Cut-through” stores don’t see return on extra foot traffic
Babson CollegeManagement Consulting Field Experience Fall 2009
Launch cross-promotional strategy with businesses
• Massachusetts Farmers’ Market website – Positive relationship between markets
and local businesses
Babson CollegeManagement Consulting Field Experience Fall 2009
Launch cross-promotional strategy with businesses
• Belmont Business Sponsor of the Week
• Roots & Sprouts: Business Feature• Results:
– New customers for BFM and businesses– Stronger community
Babson CollegeManagement Consulting Field Experience Fall 2009
Invite other community groups to the Market
• Draws foot traffic to the market• Inspiration from other markets
Babson CollegeManagement Consulting Field Experience Fall 2009
Invite other community groups to the Market
• Belmont Community Organization of the Week
• Weekly showcase• Results
– Educate Belmont youth– Involve new customers– Increase loyalty
Babson CollegeManagement Consulting Field Experience Fall 2009
Goal: Improving All Relationships in the Belmont Community
Parking Permit
- Cross Promo- Liaison
Invite New Groups
Babson CollegeManagement Consulting Field Experience Fall 2009
Richard BetterleyMolly HamelRachael PlummerPaul Rollinger
Works Cited• "Belmont Farmers' Market Customer Survey ." Qualtrics Research Suite . Babson Park, 2
November 2009.• Cole, Jeff. Executive Director of Mass Farmers Markets Rachael Plummer. 1 November 2009.• "Customer Surveys at the Belmont Farmers' Market." Belmont, 29 October 2009.• Dickhaut, Gerry. Owner of Champions Sporting Goods Chip Betterley. 2 November 2009.• Employee of Belmont Toys Rachael Plummer Chip Betterley. 20 October 2009.• Employee of Champions Sporting Goods Rachael Plummer Chip Betterley. 20 October 2009.• Employee of Irresistibles Paul Rollinger Molly Hamel. 15 October 2009.• Employee of Pretty Petals Boutique Rachael Plummer Chip Betterley. 20 October 2009.• Foley, Kevin. Owner of Locatelli Properties, LLC Molly Hamel. 13 November 2009.• Frankie. Owner of Catch of the Day Paul Rollinger Molly Hamel. 15 October 2009.• Leclerc, Dan. Belmont Board of Selectman Paul Rollinger Rachael Plummer. 3 November
2009.• Manager of Macy's Paul Rollinger Molly Hamel. 15 October 2009.• Manager of Sovereign Bank Molly Hamel. 5 November 2009.• Manager of Stone Hearth Paul Rollinger Molly Hamel. 15 October 2009.• Santangelo, Richard. Lieutenant of Community Relations Molly Hamel. 5 October 2009.• Store Owner of Calista's Paul Rollinger Molly Hamel. 15 October 2009.