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Step 7 Test Marketing

R7.1 Test Marketing Presentation. Step 7 Test Marketing. Farmer Alliances for Resource-Strengthening and Marketing (FARM) Program. Objectives: Discuss Test Marketing. Preparation Conduct Assessment. The Clustering Approach to Agroenterprise Development . 8. Sustained Enterprises. 1. 7.

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Step 7 Test Marketing

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  1. R7.1 Test Marketing Presentation Step 7 Test Marketing Farmer Alliances for Resource-Strengthening and Marketing (FARM) Program

  2. Objectives:Discuss Test Marketing • Preparation • Conduct • Assessment

  3. The Clustering Approach to Agroenterprise Development 8 Sustained Enterprises 1 7 Site Selection, Partnership Building and Cluster Formation Test Marketing New Products, New Markets 2 6 Product Selection and Product Supply Assessment Production/Product Supply Organizing New Farmers 3 5 Business Planning and Mobilization Market Chain Study 4 Cluster Commitment Setting

  4. Study & Planning Implementation & Evaluation Developing an Agroenterprise (AE) Step 1 Step 2 & 3 Step 4 Step 5 Step 6 Step 7 Step 8 SUSTAINED ENTERPRISES TEST MARKETING Preparation Conduct Assessment

  5. Production Monitoring & Product Supply Forecast Cluster Commitment Setting Step 6 Step 5 AgroenterprisePlan, Business Implementation Schedules, Resource Accessing Plan Step 4 Marketing Projections & the Business Objective MARKETS (MCS) Steps 2 & 3 SUPPLY (PSA) Partnership Building (SWG & JIT) & Cluster Formation Step 1

  6. Step 7 – Facilitator’s Process Guide Preparation: • Go back to Business Implementation Schedules (Determine critical activities for test marketing - e.g. trucking) Preparation: • Review the marketing projections & business objective • Review AE Plans • Validate product supply plan with clusters Preparation: • Conduct a last buyer negotiation and follow up with communication just before delivery Conduct: • Undertake test marketing (at least 4) Assessment: • Call cluster meetings to assess performance after every test marketing & implement improvements • Adjust AE plan

  7. Step 5 The Agroenterprise Plan

  8. Supply Plan with Delivery Calendar

  9. The Next step after Enterprise Planning is the Action Plan (or the Business Implementation Schedules) to get the plan going in time for test marketing

  10. In the Actual Test Marketing – DOCUMENTATION IS IMPORTANT! Assessment Planned vs. actual results Documentation Agroenterprise Plan Revisit & Adjust Corrective Measures Contingency Planning

  11. REMEMBER!Conduct test marketing assessment right after at least the 4 first deliveries and immediately implement corrective measures/improvements

  12. REMEMBER!In the assessment, problems are categorized based on the components of the Agroenterprise Plan: - market plan - supply plan - management plan - financial plan

  13. THE AGROENTERPRISE PLAN (Original Plan)

  14. Tool: Product Delivery Monitoring Guide

  15. THE AGROENTERPRISE PLAN (Revisited & Adjusted)

  16. Business Implementation Schedules (Updated)

  17. Insights Most of the problems that will put a severe test to whether the agroenterprise succeeds or fails is in its actual implementation…. The test marketing Success depends on good market preparation of the farmers in Steps 1 to 6

  18. Insights To succeed, agroenterprisedoes not need brilliance. It just needs diligence and hard work for good market and business preparation of the farmers! Because agroenterprise is unforgiving of the shortcuts in the process and the resulting inefficiencies.

  19. Thank You

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