1. Finding Customers  Define your product  Select a geographic area  Pick the right link in the market chain These are inter-related issues…… Powerpoint animation notes: Text will scroll on its own. Click to exit.

2. What makes you different? Who cares, anyway? Distinctive & Unique: You may be the only source available in your chosen market area… and you sure aren’t Walmart! You represent two powerful brands – yourself and Alaska Superior Quality: This is a major perceived advantage for direct marketers...make sure you deliver Provenance: Thoughtful consumers value knowing where their food comes from. Communication: Being in direct contact with consumers is a powerful marketing & sales tool “Slow Food”: You are part of this larger world movement toward better food Powerpoint animation notes: Click through each talking point and to exit.

3. So…What are you selling? Pick product(s) you can do well  Don’t try too many different things  Avoid overly complex products & packaging Think about what consumers want  Do your capabilities match consumers’ wants?  Educating consumers is fine – even fun – but be realistic Start small  You are going to make mistakes – Better that they aren’t big ones! Product Powerpoint animation notes: After initial animation and talking point click through remaining talking points and to exit.

4. Where will you sell it? A tight focus will minimize costs The fewer transport links the better Friends & support in the area are a huge advantage Who else is marketing similar product in the area? Know the local rules Placement Powerpoint animation notes: Click through each talking point and to exit.

5. Who will you sell it to? Pick the right link in the market chain  Do they care about your product and marketing differentiation  Scale your volume to the end user Food service, large retail chains & high volume brokers are usually poor fits for a small producer Independent grocers & local food coops are often easier to work with Powerpoint animation notes: Click after initial talking point and to exit.

6. Who will you sell it to? What about restaurants?  Can be “high maintenance” customers  Usually only want small volumes at a time Typically depend on distributors handling lots of different items Often have a hard time dealing with individual, one or two product vendors  But, getting your product featured in a local restaurant can be great publicity Powerpoint animation notes: Click after initial talking point and to exit.

7. Who will you sell it to? Retailing “on the spot”  Regional “farmer’s markets” & county fairs can be great venues Check USDA website for markets around the country  http://www.ams.usda.gov/farmersmarkets/map.htm Can be fun if you like lots of “one on one” contact Be sure to keep records of your buyers for future reference  Less formal, “back of the pick-up” sales can also work well Check local regulations & business licensing requirements Powerpoint animation notes: Click after initial talking point and to exit.

8. Personal Selling Face-to-face interaction with a prospective and/or pre-existing customer for the purpose of presentation, answering questions, and processing the purchase. Usually involves sales presentations, sales meetings, sampling, and explaining incentive programs. Powerpoint animation notes: Click to exit.

9. Finding Buyers Internet Yellow Pages Purchased Lists Business Assistance centers: contact to locate buyers Personal contacts or network Powerpoint animation notes: Click through each talking point and to exit.

10. Contacting Buyers Mail E-Mail Website Telephone Visit with Samples Trade show Powerpoint animation notes: Click through each talking point and to exit.

11. Business Buying Participants Gatekeepers Initiators Users Influencers Deciders Approvers Buyers Powerpoint animation notes: Click through each talking point and to exit.