DOOR Marketing

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DOOR Marketing
Do Our Own Marketing Research
for New Industries
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DOOR Marketing

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• Today has been cancelled
• Thank you
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Facilitation

• never initiate anything
• listen
• motivate no-one
• give help if asked
• Ernesto
  Sirolli Ripples in the Zambezi
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Anagrams

• Robert James Fletcher
• brothel ejects farmer
  
  
  

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Anagrams

• Cool Climate Crops Program
• grasp commercial protocol

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Anagrams

• Australian Olive Industry
• ruins evaluators daintily

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DOOR Marketing

• Name
• Affiliation/occupation
• Reason for attending
• New crop/industry of interest
• Desired outcomes
  
  
  
  
  
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New rural industries

• Industries not previously pursued in an area
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New rural industries are often crisis driven
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Lifelong Learning

• Prior knowledge varies
• Interest can be enhanced
• Relevance must be obvious
• Motivation is personal
• Meaningful understanding
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We learn so we can

• Solve problems

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Problems with new rural industries

• Scant reliable information
• A long wait for profits
• High risk
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Do Our Own Research

• Industry participants decide what they want

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Do Our Own Research

• The participants and facilitators share problem
  solving

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Do Our Own Research

• Competition becomes cooperation

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Do Our Own Research

• Participation
• Action learning

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Action Learning

• Plan Act Watch
• Study/serious thought

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In solving marketing problems

• We are motivated
• We will act on the solution

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Planning

• 1. Are you a happy person?

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Planning

• 2. What type of interest do you have in new
  industries?

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Planning

• 3. What do you enjoy doing?

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Planning

• 4. Are you willing to commit finance?

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Planning

• 5. Is there free access to germplasm and
  information?

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Planning

• 6. Can you describe the new industry product?

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Planning

• 7. What is the marketability of the product?

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Planning

• 8. Can the new industry be carried out in your
  area?

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Planning

• 9. Will you form a group to produce and market
  the product?

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Planning

• 10. Do you have the group already?

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Planning

• 11. Are you still answering yes?

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Which new industry?
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220 new crops
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Current new crop breedingAgroforestry
Australian native foodBamboo
BeveragesCereals Culinary spices
herbsEssential oils FibresFloriculture crops
ForagesFruits Industrial crops
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Current new crop breedingLandscape species
LegumesMedicinal herbs NutsOilseeds
Pesticide cropsRoot crops Soil stabilising
cropsStarch crops Sweetener cropsVegetables
Windbreak crops
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New Crops since 1950(Australia)

• Wood Chudleigh
• Bond (1994)

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Gross Value(million, 1992)
All crops New crops 1949-50 6783
20 1991-92 9108 1570
Annual Increase 55 37(67)
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4591 potential new crops
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Choosing new industries

• Experts
• Politics
• Recreation
• Systems

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Farming systems 1 What are our wishes?
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Farming systems 2 What are our aims?
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Farming systems 3 Evaluation and modification
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Farming systems 4 Future plans
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Think tankWhat info is needed?Priorities?Where
is the info?How will we get it?
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Full-Spectrum Thinking

• 1. Uniqueness

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Full-Spectrum Thinking

• 2. Purpose(s)

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Full-Spectrum Thinking

• 3. Solution-after-next

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Full-Spectrum Thinking

• 4. Systems

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Full-Spectrum Thinking

• 5. Info collection

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Full-Spectrum Thinking

• 6. Involvement

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Full-Spectrum Thinking

• 7. Flexibility

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Finding best bets

• Criteria
• Weightings
• Outcomes

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Predicting economic outcomes is only difficult
when it relates to the future
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Problems with Scoring

• Interactions/non-linearity
• Positive feedback
• Bias
• Forecasting

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Genetic Algorithms
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Neural Networks
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Unpredictability

• Chaos
• Non-linearity
• Positive Feedback
• Lockout
• Input precision

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• xt?xt-1(1-xt-1)
• start at 0.4
• 200 generations
• ? 2, 3.23, 4
• (offspring)

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Hatching Out Profitable Enterprises
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HOPE
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HYPE
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Hamper Your Progress Every-time
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The aim of today is to reduce your
anticipointment with new rural industries
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1. Will you be choosing the new industry yourself?

• Interesting

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Its always easier to learn something if it is
interesting and relevant to you
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2. What is your purpose? ?

• Debt Hobby Business

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Why produce something nobody wants to buy?
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3. Does the new industry fit your system?

• Skills Access Inputs

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You should only gamble what you can afford to lose
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4. What is the product from your new industry?

• Description Quality

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You will never hit a target unless you aim at it
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5. Do consumers need this product?

• Marketing aims to satisfy consumer needs

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DOOR Marketing(Do Our Own Marketing Research for
New Rural Industries)
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Can you sell the product?Can you get it to
market?Who will get in your way?Can you improve
your info?
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6. How will you solve new industry problems?

• Uniqueness

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New industry solutions need expertise in
Marketing Business Production
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7. Where will expertise come from?

• Value chain

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Everyone involved in a solution needs to
participate in finding it
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8. Do you have access to a group?

• Like-minded people Responsibilities

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The 13 steps for new rural industry
commercialisation
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Active commercialisation with benchmarking and
monitoring
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13 steps 1. New industry chosen 2. High risk
3. IP rights 4. Marketability of product
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13 steps 5. (Production?) 6. Form group 7.
Resources 8-10. Monitoring, benchmarks, review
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13 steps 11. Trial marketing 12. Trial
processing 13. Field trials
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9. Once successful?

• Purpose achieved!

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What is the purpose of the purpose?
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10. Beware!

• Rights Claims

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Final Warning

• Commercially Recalcitrant Organisers Of the King
  Sting

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CROOKS
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Dont wrestle with pigs
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You get dirty and they enjoy it!
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ProductPlacePromotionPricePerson/peopleProfit

• P

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ChanceCuriosityCommunicationCooperationCommitm
entCoordinationCop-outCelebration

• C

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New Crops Info

• Australian New Crops Newsletter Australian New
  Crops Web Site Directory of New Crops Workers
  Listing of Potential New Crops Proceedings of the
  First Australian New Crops Conference
  Do Our Own Marketing Research

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What is the product?
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Can it be focussed upon?Is it specialised? What
infrastructure is needed?Define qualityConsumer
surveyMerchant survey
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Products use?
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SubstitutesComplementary productsIs the use
growing in popularity?
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Is the product traded?
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FAO Austrade Australian Bureau of
StatisticsCustoms and ExciseMerchants
BrokersGovernment agenciesLibraries
InternetMarket analystsWholesalers
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Where is it traded?
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Same as beforeBrokersAgentsLibrariesYellow
Pages
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How much is traded?
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Same as beforeFAOInternet
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Who buys the product?
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demographic survey geography ethnicityagesex
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What will be the future demand?
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Do people want our product?
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Population growthIncome growthSubstitution
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What is the market price?
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Value of substitutesTrends Competitors Their
advantagesOur advantages
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Market limitations?
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Quarantine TariffsPost-harvest
requirementsProcessors Importers
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Packaging? Distribution? Product delivery
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SurveyCommunication
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Advertising/Promotion?
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TV/RadioNewspapers/magazinesIn store
activitiesGiveawaysDemonstrations
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Selling

• Factory
• Products
• Selling promotion
• Profit through sales volume

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Marketing

• Market
• Customer needs
• Integrated marketing
• Profit through customer satisfaction

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Value chain

• Producer
• Processor/packager
• Transporter
• Wholesaler/packager
• Retailer
• Consumer

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Value chain Native Australian Food Industry

• Wild Harvesters Native Food Consultants
  Educators Growers Agribusiness Growers
  Agribusiness Companies Brokers Processing
  Companies Food Manufacturers Export Brokers
  Wholesale/Retail Sector Consumers Biomedical
  Companies Government Bodies

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Market Segmentation

• Demographics
• Lifestyle
• Benefits, consumption, brands, habits, situation

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Product Life-cycle
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Market growth

• Market penetration
• Market development
• Product development
• Diversification growth

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Industry analysis
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Strategic Marketing Management

• What market conditions are necessary to stimulate
  the commercialisation of new crop products?

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Strategic Marketing Management

• External
• Customers
• Competitors
• Market analysis
• Environment
• Opportunities and threats

• Internal
• Performance
• Strategic options
• Strengths and weaknesses

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INTERNAL FACTORS EXTERNAL
FACTORS
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Good Luck