Sources: National FFA Career Development Events Handbook Georgia FFA Association Career Development Events Handbook Presented by: Forrest Stegelin Extension Agribusiness Economist and UGA professor teaching “Selling in Agribusiness” (students deliver sales presentations) and “Food and Fiber Marketing” (students develop and present marketing plans) in Dept. of Agricultural & Applied Economics, and who has judged both events at state and national FFA conferences.

 The written plan is read, analyzed, and evaluated prior to the presentation by the panel of judges – expectations and evaluations are made prior to event.  Document not to exceed 8 pages (8½” x 11”) of 10 point or larger font size. ◦ Title page (project title, team name, chapter, and date) [1 page only] ◦ Text (five [5] pages of marketing plan, at a maximum) ◦ Appendices (surveys, graphs, maps, promotional pieces, references, etc.) [2 pages maximum]  Written expression is important – language, grammar, spelling, punctuation, general appearance, structure, and format.

 Focus on increasing the value of selected product or service – a “value-added” concept with benefits to the purchaser and user.  The written plan (any marketing plan) deals with the future, so is a projection of three-year timeframe; can be current year plus two additional years into future, or three years identified as year 1, year 2, and year 3.  Forecasting the future means anticipating growth in a business which includes changes in revenue (price per unit x quantity sold) and operating costs (marketing, administrative, advertising, distribution) and profit in a pro-forma income statement format.

 Live presentation should not exceed 15 minutes, followed by “clarifying” Q&A from panel of judges.  Present to the top management of an agribusiness or farm- firm, assuming role of marketing consultant – inform judges indirectly during introduction as to the judges’ role (do not tell them who they are to represent).  Visual aids (PowerPoint slides, videos, flip charts, samples, brochures, flyers, etc.) should enhance and clarify what the speakers are saying; not replace them.  Judges can read visuals and listen simultaneously (besides, they’ve already read written report and formulated impressions), so do not verbalize what is on screen; inform judges of additional materials, such as reasons why they should accept product/service and support the program.

 Analysis of market (where are we now?) – 10 points ◦ Market size, potential, trends ◦ Customer profile, demographics, behavior, market segment, need ◦ Competitive analysis with specifics (positioning, pricing, market share, strengths and weaknesses internal to firms, brands, products) – a grid comparison that includes yourself is very effective ◦ Other key factors impacting the market (political, regulatory, economic, trade, etc. external to firm – opportunities/threats) ◦ Original research results (not secondary sources)  Business proposition (where do we want to be?) – 5 pts. ◦ Key planning assumptions (important facts and information drawn from market analysis that confirm the existence of a marketing opportunity for your target market – no more than 3-5); cite data sources in appendix ◦ Specific measurable and attainable goals/objectives for each year of plan (can change each year as business changes)

 Strategies and Action Plan [4 Ps] (how and when will we get there?) – 10 points ◦ Product attributes: size, quality, service, performance, color, shape, container/packaging, taste, smell, form, label, etc. ◦ How will it be distributed and sold (the place)? Marketing channels (direct, wholesale, retail, sales reps, jobbers, dealers, etc.) and physical distribution modes (store formats, displays, vending machines, door-to-door delivery, etc.). ◦ What will be the price structure? (per unit, per fluid ounce/pound/ bushel/ton, case lot, truckload, etc., discounts) ◦ How will you promote or advertise the products? Which marketing communications, promotional activities, or combinations of activities, are appropriate for your product/service? How much promotion can you afford (the budget)?  Personal selling, direct sales promotion, public relations, mass media advertising – develop and include a calendar of activities ◦ Develop a mission or strategy statement that identifies the opportunity within specific market segments that achieve your objectives, and predict your competitors’ reactions, if any.

Amazon.comWe sell books, videos,We make the internet buying CDs, toys, consumer experience fast, easy, and enjoyable – electronics, hardware,we’re the place where you can find and housewares, and otherdiscover anything you want to buy products.online. DisneyWe run theme parks.We create fantasies for all. eBayWe hold online auctions.We connect individual buyers and sellers in the world’s online marketplace, a unique Web community in which they can shop around, have fun, and get to know each other. Home DepotWe sell tools and homeWe provide advice and solutions that repair and improve-transform ham-handed homeowners ment items.Into Mr. & Mrs. Fixits. RevlonWe make cosmetics.We sell lifestyle and self-expression; success and status; memories, hopes, and dreams. Wal-MartWe run discount stores.We deliver low prices, every day. Cold StoneWe make & sell ice cream.We make people happy around the world Creamery selling the highest quality, most creative experience with passion, excellence, and innovation.

 Projected 3-Year Budget or Financial Projection (how much will it cost to get there?) – 5 points ◦ What will the strategies or action plan cost? ◦ Pro forma income statement which highlights returns and costs of the strategies on an incremental three-year timeframe. ◦ Include gross sales dollars, cost of goods sold, gross income, operating expenses, net profit, plus ◦ Calculate the financial return of the marketing plan (ROS) and any additional financial findings.  Evaluation or Monitoring & Meaurement (did we get there?) – 5 points ◦ Specific measurement tools to measure the accomplishments of the goals at the end of the time horizon. ◦ How will you know whether you met your sales, communications, market penetration, or profit objectives? ◦ Recommendations for future action. ◦ What are the contingency plans if goals were over-ambitious, met/equaled, or exceeded?

 Written Plan (35 points) ◦ Market analysis – 10 points ◦ Business proposal or proposition – 5 points ◦ Strategies and action plan – 10 points ◦ Budget and financial projection – 5 points ◦ Evaluation and monitoring & measurement – 5 points  Live Presentation (65 points) ◦ Marketing process -25 points  Demonstrate understanding of the five parts of marketing plan ◦ Original research – 15 points  Evidence of meaningful original market research (i.e., demand) ◦ Effectiveness of presentation – 10 points  Organization, professionalism, effectiveness of visuals and adherence to guidelines ◦ Questions and answers – 15 points