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Darren Stott Greenchain Consulting Tabitha McLoughlin Executive Director, Coquitlam Farmers’ Market David J. Connell , P PowerPoint Presentation
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BCAFM 2014 Conference Leading the Food Revolution. Market Positioning through Market Policies. Darren Stott Greenchain Consulting Tabitha McLoughlin Executive Director, Coquitlam Farmers’ Market David J. Connell , PhD MBA University of Northern British Columbia. Purpose.

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slide1

BCAFM 2014 Conference

Leading the Food Revolution

Market Positioning through Market Policies

Darren Stott

Greenchain Consulting

Tabitha McLoughlin

Executive Director, Coquitlam Farmers’ Market

David J. Connell, PhD MBA

University of Northern British Columbia

purpose
Purpose
  • To help farmers’ markets execute and strengthen their strategic direction through the development and use of market policies.
outcome
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
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
slide5

Exercise 1

What are the 3 most important policies you think are the most important to your market?

results of recent studies show significant growth
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
However……
  • Morecompetition
  • Moresavvy shoppers
  • Moreimpact on businesses and community
  • More opportunities
  • More challenges
therefore strategic planning is vital for growing markets
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
slide9

The core businessof farmers’ markets is to ‘profit’ by bringing farmers and shoppers together in a unique setting.

slide10

Food Retail: Farm Direct

PERSONAL

CSA

Farmers’ markets

U-Pick

Farmgate

Relation

with

farmer

Corner store

Shoppers Wholesale

Save-On

IMPERSONAL

Wal-Mart

LOW

HIGH

Social experience

market positioning
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
slide12

Market Position

PERSONAL

Relation

with

farmer

IMPERSONAL

LOW

HIGH

Social experience

how to position your farmers market
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
market policies as strategic tools
Market policies as strategic tools

How can each of the following be used as tools to turn your strengths into advantages?

  • Geographic boundaries
  • Staffing of vendor tables
  • Co-operative selling arrangements
  • Re-selling produce
  • Vendor type & mix
1 geographic boundaries
1. Geographic boundaries

www.travel.bc.ca

2 staffing of vendor tables
2. Staffing of Vendor Tables

www.bcfarmersmarket.org

4 reselling produce
4. Reselling produce

www.bcfarmersmarket.org

5 vendor type mix
5. Vendor Type & Mix

www.bcfarmersmarket.org

slide21

Exercise 2

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?

next steps
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