LOCATION LOCATION LOCATION Determining: Where You Are Now…. And What May Eat You Up In The Future! By Paul A. Thomas The University of Georgia Rambo’s Nursery
Am I Really in the Right Place …..or Should I Move? Re-Assessing Your Location
Marketing What are you gaining? Who Is Your Customer? Is This A New Market? What’s Different? What’s The Goal?
Site Criteria Table Factors Grade 1-10 Weight 1-5 Points Traffic count: Cars or pedestrians Visibility access Proximity to competition Zoning Parking (include off-street parking) Condition of premises Proximity to customer generators Income level of neighborhood Population density Ethnic make-up of neighborhood Age factor Directional growth of area Area improving or deteriorating Crime/shoplifting rates Availability of qualified employees Labor rates of pay Supplier proximity Terms and rental rates Adequacy of utilities, gas, water Transportation accessibility Total Points
Potential Wholesale Potential Landscape Market Potential Retail Market
Urban Sprawl – Are You Prepared? Your Greenhouse
Know The Future! New Greenhouse !
Huh? They Can’t Be Serious! Can They?
Taxation and Tax Status Passage of Referendum A. - 1998 Ad-velorum tax exclusion needed by farmers and established for agricultural commodities (including greenhouse and nursery operators) was questioned and challenged by tax commissioners in several Georgia counties. Referendum A was a pre-emptive legislative effort to establish that nursery and greenhouse inventory was not assessable under ad-velorum taxation. This was a team effort between many of Georgia's agricultural commodity groups that would have been affected if standing crops and livestock had become taxable.
THE STATE OF GEORGIA 1997 Georgia H.B. 1350Enacted April 20, 1998 A BILL TO BE ENTITLED AN ACT: To amend Part 1 of Article 2 of Chapter 5 of Title 48 of the Official Code of Georgia Annotated, relating to exemptions from ad valorem taxation, so as to provide for an exemption for certain livestock; crops; fruit or nut bearing trees, bushes, or plants; annual and perennial plants; Christmas trees; and plants and trees grown in nurseries for transplantation elsewhere which are grown in this state and remain in the hands of a family owned qualified farm products producer; to provide for conditions and limitations; to consolidate such provisions with certain provisions regarding farm and harvested agricultural products; to repeal certain provisions regarding production; to provide for applicability; to provide for effective dates; to provide for a referendum, effective dates, and automatic repeal; to repeal conflicting laws; and for other purposes.
Urban Sprawl Rate Atlanta expands outward at 4.5 Miles / Year!
Urban Sprawl Relocate Here ? Or Here?
Athens Income Three New Garden Centers Since 2001
Expanding Neighborhoods Landscape Installation! Landscape Renovation!
Population Density Best For Retail?
Age Of Home Structures Landscape Renovation Mailings?
Per Capita Income Upscale Garden Centers!
Unemployment Rate Last ten years
Labor Availability May Dictate Location You Are Here
Labor Force Trends
How Close To An MSA Do You Want To Be? You want to be closer if: The more perishable your good are The more dependent you are on walk in sales
[Your Company’s Name]Marketing Plan [By So and So….]
Market Summary Market: past, present, & future Review changes in market share, leadership, players, market shifts, costs, pricing, competition Mass Market/Followers Numberofcustomers Early Adopters/ Pioneers End of Product Life Time
Product Definition Describe product/service being marketed
A B Price D C Performance Competition • The competitive landscape • Provide an overview of product competitors, their strengths and weaknesses • Position each competitor’s product against new product
Competition Can You Compete? Are You Different? Market Saturated?
Commercial Greenhouses In Georgia
Positioning • Positioning of product or service • Statement that distinctly defines the product in its market and against its competition over time • Consumer promise • Statement summarizing the benefit of the product or service to the consumer
Map Out Your Market Share How much is sold in your area and how much of that is your sales? State Region County
Market Positioning Reduction in profit due to falling prices!
Communication Strategies • Messaging by audience • Target consumer demographics
Packaging & Fulfillment • Product packaging • Discuss form-factor, pricing, look, strategy • Discuss fulfillment issues for items not shipped directly with product • COGs • Summarize Cost of Goods and high-level Bill of Materials
Phase 1 Phase 2 Phase 3 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Launch Strategies • Launch plan • If product is being announced • Promotion budget • Supply back up material with detailed budget information for review
Public Relations • Strategy & execution • PR strategies • PR plan highlights • Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
Types of Promotion • Advertising • Publicity • Sale Promotion • Personal Selling
Advertising • Strategy & execution • Overview of strategy • Overview of media & timing • Overview of ad spending