Darren Stott Greenchain Consulting Tabitha McLoughlin Executive Director, Coquitlam Farmers’...
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Darren StottGreenchain Consulting
Tabitha McLoughlinExecutive Director, Coquitlam Farmers’ Market
David J. Connell, PhD MBAUniversity of Northern British Columbia
BCAFM 2014 Conference
Leading the Food RevolutionMarket Positioning through
Market Policies
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Purpose
• To help farmers’ markets execute and strengthen their strategic direction through the development and use of market policies.
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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
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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
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What are the 3 most important policies you think are the most
important to your market?
Exercise 1
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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
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However……
• More competition• More savvy shoppers• More impact on businesses and
community• More opportunities• More challenges
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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
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The core business of farmers’ markets is to ‘profit’ by bringing
farmers and shoppers together in a unique setting.
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Social experience
Relationwith
farmer
LOW HIGH
PERSONAL
IMPERSONAL
CSA
Shoppers WholesaleSave-On
Wal-Mart
Corner store
Farmers’ marketsU-Pick
Farmgate
Food Retail: Farm Direct
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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
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Social experience
Relationwith
farmer
LOW HIGH
PERSONAL
IMPERSONAL
Market Position
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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
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Your market’s policies are the essential tools
to support market positioning
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Market policies as strategic tools
How can each of the following be used as tools to turn your strengths into advantages?1. Geographic boundaries2. Staffing of vendor tables3. Co-operative selling arrangements4. Re-selling produce5. Vendor type & mix
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1. Geographic boundaries
www.travel.bc.ca
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2. Staffing of Vendor Tables
www.bcfarmersmarket.org
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3. Co-operative Selling Arrangements
www.cityfarmscoop.ca
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4. Reselling produce
www.bcfarmersmarket.org
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5. Vendor Type & Mix
www.bcfarmersmarket.org
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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
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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
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Q&A