1. Basic Marketing Considerations
Daniel Burden
International & Special Projects
ISU Value Added Ag Program

6. Reality Check
“There is nothing so useless as doing efficiently that which should not be done at all.” –Peter Drucker.

7. Feasibility Study & Business Plan
Executive summary
Mission statement
Market analysis
Technology review
Personnel Qualifications
Financial projections
SWOT Analysis (Market analysis):
Strengths, Opportunities, Weaknesses
& Threats

8. Viability & Market Penetration
Product price point(s)
(all fixed and variable (including emergency) costs of production: utility overhead, labor, transportation, loan service, etc.)
Break even, reasonable profit, best projected
Operate at a loss? – How long? –Exit strategy
Know the market = Know the value chain
Consumer demographics vs. projected price-point(s)

9. Reality Check Who will want this thing? (Why buy it?)
Why not put the cash
toward an alternative protein?
Will (and how often will) customers
pay this price?
Can I work through a distributor?
(logistics and price point)
What do I have to do
to get a segment of this market?
How sustainable is my market?

10. Plan to do it all yourself?
Develop a team: cooperators & advisors
Network: national, regional & local
Read everything that you can find
Business plan: Nail the marketing & communications

11. Know the market = Know the value chain
See how the competition sells
Listen to advisors
Listen to customers
Set sales targets (goals)
Regularly revise tactics
You are trying to hit a moving
target, there is no perfection,
just constant striving
to be “less wrong.”

12. The Damien Newman “Squiggle”

14. 60% 40% World Harvest 2010 Capture fishery:
88.6 MMT of fish and shellfish
Aquaculture:
59.9 MMT of fish and shellfish
60%
40%
Total 2010 finfish and shellfish = million metric tons ( MMT )

16. World per capita consumption of seafood = 15.4 kg/yr
U.S. per capita consumption of seafood = 7.0 kg/yr

17. It isn’t the mountains ahead to climb that wear you out, it’s the pebble in your shoe.”
–Muhammed Ali ( )

22. “There are four ways, and only four ways, in which we have contact with the world. We are evaluated and classified by these four contacts: what we do, how we look, what we say, and how we say it.” –Dale Carnegie.

23. International & Special Projects ISU Value Added Ag Program 1111 NSRIC
For more information:
Daniel Burden
Program Coordinator
International & Special Projects
ISU Value Added Ag Program
1111 NSRIC
Ames, IA 50011
(515)
Thank you all so much for making me feel welcome here today, and thank you so much for taking time from your busy schedules to travel here to participate in the conference. Feel free to contact me with any questions or comments. --=Dan.