1. The Five P’s of Marketing Product Packaging Place Price Promotion “The Purple Cow”

2. Product Breed Category within a Breed Genetic Value

3. Categories Diverge *It is very difficult to be everything to everybody!! British Angus ShorthornHereford Efficiency Marbling Balanced Carcass Maternal Grass-based

4. Genetic Improvement Genetic change which defines the animal as optimum for maximum profitability.

5. Genetic Evaluation - Value Phenotype Actual Weights Adjusted Weights Ratios EBV EPD ABC MBE – Case Study (AGA and ASA)

6. Genetic Evaluation Indexes – Case Study (AGA, ASA, AAA) Herd Level MARC - Decision Evaluator for the Cattle Industry (DECI) AAA Optimal Milk Model Individual Level AICA Terminal Sire Profitability Index AAA – for members only Colorado State University - ERT Ultrasound DNA Marker Assisted Selection (MAS) Case Study (GAR)

7. Seedstock Product Packaging Place Price Promotion “The Purple Cow”

8. Packaging Unclipped – prefer clean Highly Fitted Body Condition – very few will buy a thin bull

9. Packaging Weaning – Haglund (8 months) – Sydenstricker (10 months) Yearlings 18-month olds – PBG 24-month olds – Pharo, Powell

10. Packaging Forage-tested (<.3”) – BCS 4-5 Optimum (.2-.4”) – BCS 6 Feedlot (>.5”) – BCS 7 – HINT - Fat Sells!

11. Packaging - Basic Free or Cheap Delivery Free or Discounted Samples (semen) Education Consultation 1 st season breeding guarantee Volume Discounts SUS purchase

12. Packaging - Ultra Customer Appreciation Sales – feeder calves – females Heifer Development Shares in a Packing Plant Buy-back

13. Place Private Treaty (Fennewald, Lipsey) PT with Opening Day (RCC, Nichols) Consignment Sales – take the Elite animals PT with Auction (Schiefelbein) Auction with PT Competitive Bidding without cattle in ring

14. Cooperator System 40% of new businesses fail in the first year An additional 40% of businesses fail by the fifth year 80% of the surviving businesses fail by the 10 th year Only 4% are still in business after 10 years Franchises have a 97% survival rate after 10 years. Why?

15. Cooperator System Professional Management