• H U N T E R
C A T T L E
C O . •
BUSINESS • H A N D B O O K •
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CONTENTS
1 2 3 4 5 6
Executive Summary
Company Description
Organization & Structure
7 8 9
Funding
Financial Projections
Appendix
Market Analysis
Products & Services
Marketing & Sales
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Introduction The business handbook is an adaptation on a traditional business plan. This provides a foundation for developing a business plan tailored for Hunter Cattle Company. The handbook is formatted to be informative, aesthetically pleasing, and flexible, so that content can be adapted, changed or added according to need.
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1 Executive Summary The purpose of this business handbook is to capture the current business format of Hunter Cattle Company. It details each aspect of the Hunter Cattle Company’s business and provides a foundation for understanding the internal structure, developing external strategic plans, and acquiring new funds. The business handbook can to be used as a framework to continue to build Hunter Cattle Company as family-oriented, sustainable and profitable business.
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2 Company Description The company description provides information on what your company does, what differentiates your business from others, and the markets your business serves to provide a high-level review of the different elements of your business. This is akin to an extended elevator pitch that helps readers and potential investors quickly understand the goal of your business, its unique proposition and the process to sustained profitability.
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Company Description
Hunter Cattle Company Alarmed by trends in commercial food production, the Ferguson family transformed their lives by creating a farm dedicated to sustainable and humane agricultural practices. This focus quickly attracted the attention of friends, neighbors and the communities who shared the Fergusons’ concerns about the impact of grain-fed meat on animals, the environment and people. The farm continues to grow by partnering with local restaurants and businesses to promote grass-fed beef, free-range chicken and eggs, pastured pork, and other products to the local community. Hunter Cattle Company produces a range of products that meet both environmental, health and social demands. The Ferguson family welcome the community to experience their family farm lifestyle and join in their mission to promote healthy living and food through ease-of-access and example.
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Company Description
The Farm
rs gge Dri
. Rd
field Lee son Stil Rd.
Fr
Gf
FREE-RANGE:
GRASS-FED:
Animals roam in
Animals that have a
fenced outdoor areas
diet based on grass
instead of being con-
and forage compost
fined indoors
Hunter Cattle Company is a family owned and run farm committed to providing the healthiest and best tasting grass-fed beef, pastured pork, pastured lamb, free-range poultry, and free-range eggs for your breakfast, lunch, and dinner. Hunter Cattle Company’s cattle are raised on a grass diet and are free to roam and graze the fields. The pigs are pastured but with room to ream. The chickens get
P
NO
their nutrients from the fields making the meat tastier and the eggs richer than those bought at the grocery store. The animals do not
PASTURED:
ANIMALS RECEIVE:
receive added growth hormones, steroids, or antibiotics, and are not subject to feedlots or cages. Hunter Cattle is committed to the humane treatment of all the animals on the farm, ensuring their health and happiness at all times.
Animals raised with
NO steroids
open space and a
NO hormones
mixed, natural diet
NO resistance-building antibiotics NO animal byproducts
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Company Description
HC Value Proposition For food conscious individuals who are concerned about where their food comes from, Hunter Cattle will work with the local community to create a network with like-minded farmers to bring current food education to mainstream consumers. This will be accomplished by being a model for the community as
Hunter Cattle is poised to capitalize on emerging trends such as
a profitable local family business and as a source of numerous high
grass-fed cattle and changing national regulations by providing a
caliber products. Hunter Cattle is working toward a healthier and
quality product through sustainable practices. Unlike others within
more sustainable local food ecosystem by responding quickly to
the market, Hunter Cattle’s products and services embody an ethos
consumer demand with a variety of product that reflects consumer
of “more than a farm” through shared family values and agri-
expectation.
tourism.
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3
Organization & Structure Organization and structure includes your company’s details about the ownership of your company, profiles of your management team, and the qualifications of your board of directors. Contents: 1. Business Entity 2. Owner Profiles/Ownership 3. Business Structure 4. Position Descriptions
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Business Entity
1. Business Entity State the company’s legal business entity type including the record and legal status.
Content Worksheets:
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Owner Profiles / Ownership
2. Owner Profiles/ Ownership Worksheet In this section, the owner(s) of the business are listed including the name of each owner, the extent of involvement within the business, responsibilities, education, and employment history. It is also beneficial to include any other information about the owners that could contribute to the success of the company.
Content Worksheets: The Family
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Owner Profiles/ Ownership
The Family In 2002, Del, Debra, son Anthony, and daughter Kristan fell in love
about the overuse of antibiotics in animals, their terrible living
with a piece of property outside of Stilson, Ga. After becoming more
conditions, and the abuse to the environment that leads to the
and more aware of the industrialized food issues, they decided that
adverse of health when consuming these products, the Ferguson
they wanted a place to raise and grow their own food, become as
family began building fences, planting grass, and raising cows.
sustainable as possible, and to build their family, After learning
Today, Hunter Cattle Company has grown into a thriving business.
Del is the account manager. His role includes managing the relationships with all of Hunter Cattle Company’s clientele. He also keeps up-to-date on the USDA regulation including those for meat labels.
Kristan is the marketing manager. Her role includes promoting and educating the public on Hunter Cattle Company and the products and services they offer. Kristan is also the general HR manager, event planner, and handles business maintenance.
Debra is the Moo Ma’s Store manager. Her role includes handling employees, inventory, and general store upkeep. Debra also works with the volunteers, cooks lunches for events, and does the Farmers’ Market preparations.
Anthony is the processing and farm manager. He oversees all the processing procedures, making sure they are within USDA regulations. He also oversees the overall farm maintenance, from the feeding and care of the animal to the fields maintenance.
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Business Structure
3. Business Structure This section evaluates the organizational structure of the business. The organizational structure outlines the flow of responsibility and hierarchy of duty. This is important in the structuring of processes and delegating duties of the business. It also visualizes potential for future growth.
Content Worksheets: HC Internal Relations Map Internal Structure Lifecycle Human Resources Blueprint
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Business Structure
HC Internal Relations Map This Hunter Cattle Company internal relations map shows the balance of roles between the core organizational structure
but
the
imbalance
of
the employees under each role. It also
depicts
that
the
employees
infrastructure can be streamlined.
INTERCHANGABLE POINT OF CONTACT
DIFFERRENT PERCEPTIONS OF FARM NEEDS
NUMBER 2
FLUCTUATING DYNAMIC BASED ON SIBLING RELATIONSHIP
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Sales Force Strategy
Internal Structure Lifecycle The following lifecycle break down the parts comprising the internal structure of Hunter Cattle Company’s recruiting and hiring process. This visualization is important in mapping out and understanding the detailed process within the lifecyle.
Termination
Employee Meeting
8
1
Identify Personnel Needs
2
7
Publish Job Description
HUMAN RESOURCES Recruiting, hiring, training, and retaining key staff
Employee Review
3
6
Collect Job Applications
5 Hire/ Start Job
4 Contact Applicant
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Identify Personnel Need Contact Hunter Wait for Cattle by phone return call
Goal
ob tion
Sales Force Strategy Decide interest
Ask questions
Publish Job D W ret
Submit resumé
Human Resources Applicant Artifacts
not required
Human Resources pertain to the operation and management of employees.
Recommendations: •
Voice Message Talking with employees to meet unfulfilled needs.
Phone
•
Focus job desciptions to express the specific role needed.
•
Standardize application process.
Resumé, email
Get voice message
Manager Artifacts
Discern unfulfilled staff need
Talk to other employees/ Discern unfulfilled managers staff need
Return call
Assess payroll impact/ Talk to other availability employees/ managers
Assess payroll impact/ availability
Goal
Termination
8
Email/Phone
Answer Questions
Write job description
Write job description
Review applicant with other staff Email/P
Request resumé
Computer
Email/Phone
Contact Statesboro newspaper
Inquire about pricing (?)
Contact Statesboro newspaper
Inquire about pricing (?)
not writing for not writing for specific need; specific need; too general too general Contact Craigslist? Contact Craigslist?
Manager
1
Identify Personnel Need
Publish Job Description
Collect Job Applications
Statesboro Newspaper
Statesboro Newspaper
Buy Statesboro newspaper
Read job description
Phone
Phone
Applicant Artifacts
Identify Personnel Need
Job Search (Trigger)
2
7
meeting
Publish Job Description
Contact Hunter Cattle by phone
Wait for return call
Email/Phone
Voice Message
Phone
Submit job posting
Get voice message
Return call
Decide interest
Contact Applicant
Contact other?
Resumé, email
Contact other?
Ask questions
Wait for return call
Submit resumé
Phone/email
Calendar entry
Car
Talk to manager
Agree to interview
Drive to Hunter Cattle
Phone/email
Calendar entry
Contact applicant
Schedule interview
Applicant not required
HUMAN RESOURCES Recruiting, hiring, training and retaining key staff
Employee
Job Se (Trigg
Applicant
Computer
Employee
Resumé
3
6
Review
Manager Artifacts
Computer
Email/Phone
Write job description
Contact Statesboro newspaper
Resumé, email
Resumé
Request resumé
Review applicant with other staff
Collect Job Applications Discern unfulfilled staff need
5 Hire/start job
4 Contact
Manager
Talk to other employees/ managers
Assess payroll impact/ availability
Inquire about pricing (?)
Answer Questions
Decide to arrange interview
Wait for applicant
not writing for specific need; too general Contact Craigslist?
Applicant
Contact other?
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Submi posti
Position Descriptions
4. Position Descriptions Provide a brief description of each employee’s position within the business. Include who holds that position or the requirements for an open position.
Content Worksheets:
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4
Market Analysis The market analysis section of your business plan should illustrate your industry and market knowledge. It is essential to research your business industry, market and competitors. Contents: 1. Industry Description
6. Rules & Reguations
2. Target Market
7. Market Opportunity
3. Target Consumer
8. Distribution Channels
4. Market Size
9. Profit/ Success Factors
5. Market Trends
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Industry Description
1. Industry Description This section includes data about the size, growth and trends at an industry level, including comparisons of analogous industries as well as influencing industries. This data allows for the visualization of historical patterns to gain insight into true influencers and signifiers.
Content Worksheets: 2007 Census of Agriculture: Small Farms Competitor Analysis Competitor Analysis Framework Competitor Analysis: Product and Price Competitor Analysis: Place and Promotion
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Industry Description
2007 Census of Agriculture: Small Farms “Almost 50% of the farms that sold between $100,000
and
$249,999
of
Percent of Farms by
agricultural
North American Industry Classification System
products in 2007 specialized in grain and oilseed production followed by cattle and milk production. The largest category of
Grain and Oilseed
production for farms with sales between $10,000 and $99,999 was beef cattle and
Vegetables
$100,000 to $249,999
calves followed by grains and oilseeds. More than half of farms that produced less than $10,000 were beef cattle or “other crop” farms. This category includes hay farms and farms where no single crop comprised more than 50% of sales.” www.agcensus.usda.gov
$10,000 to $99,999
Fruits and Nuts
Less than $10,000 Horticulture Other Crops Beef Cattle Cattle Feedlots Dairy Hogs and Pigs Poultry and Eggs Sheep and Goats Other Animals
0%
10%
20%
30%
40%
50%
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Industry Description
2007 Census of Agriculture: Small Farms “Nationally, 91% of all farms fall under the USDA small farm
95% or more of all farms are small. West Virginia has the highest
definition, which are places that sell less than $250,000 in
percentage of small farms. There are only five states where less
agricultural products annually. The percentage of small farms is
than 80 percent of all farms are small – Delaware, Nebraska, North
highest in the South and New England. There are 14 states where
Dakota, South Dakota and Iowa.”
www.agcensus.usda.gov
Percent of Farms with Sales Less than $250,000
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Industry Description
Competitor Analysis Every organization has competitors. They can be tangential, negligible,
organizing elements for comparison while the second tool uses the
strong, weak, indifferent, or even friendly, but they exist, and acknowlHunter Cattle
5Ps.
edging theGeorgia existence of competition is something every business must Buffalo
From these comparisons, potential opportunities to shift HC to a
do. Tools can be used to rationally plot and compare HC to those who
strong market position can be identified.
Revival Foods
have shared customers and market value. One tool uses four important Savannah River Farms
__
Hunter Cattle
_
Georgia Buffalo
o
+
++
Market Placement
Revival Foods Savannah River Farms
In brand
Off brand
__
_
o
Service Variety
Focused Services Off brand
Market Placement
+
++ Diverse Services In brand
Quality Perception
Lower Quality Focused Services
Weak Visual Communication
Service Variety
Higher Quality Diverse Services
Presentation Emphasis
Quality Perception
Lower Quality
Strong Visual Communication Higher Quality
24 Business_Plan2.indd 24
Weak Visual Communication
Presentation Emphasis
Strong Visual
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Industry Description
Competitor Analysis Framework Product
Price
Place
Beef, Pork, Poultry, Sausage, Eggs,
$$$
Farm, Moo Ma’s Store, Farmer’s Market, Restaurants, Local Grocery
Barn Loft, Tours, Parties, Events, Publication, Website, Recipe (web), Social Media
Beef, Pork, Poultry, Sausage, Lamb
$$
Farm Farmer’s Market Restaurants
Web Site, Brochure, Social Media, Speak to customer directly
Farm, Farmer’s market, Delivery to near by store
Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition
Bison Meat
Beef, Pork, Lamb Sausage, Poultry
Lower than HC
$$$$
higher than HC
$$
lower that HC
Beef, Poultry, Eggs
$$$
Equal to HC
Green Truck Pub Heirloom Book Company, and online
National, Regional Sales, Gourmet, Restaurant, National distributors
Promotion
Websites, Packaging, Press, events
Website, Visits, Press
People Ferguson family
Ben and Kellie Deen,
Troy Bivens
Bradley Taylor and Cat Compton
Harris family
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Industry Description
Competitor Analysis: Product & Price Hunter Cattle Company must address the competition which is inherently present in all segments of its offering
Product
Hunter Cattle
Beef, Pork, Poultry, Sausage, Eggs, Lamb
Georgia Buffalo Revival Foods
Service Variety
Focused Services
Beef, Pork, Poultry, Sausage, Lamb
Savannah River Farms
__
Bison Meat
Off brand
Beef, Pork, Lamb Sausage, Poultry
Beef, Poultry, Eggs
_
o
+
Diverse Services
++
Integrate in the HC brand discourse highlights about the elements that make your products In brand different from the competition and the variety offered by HCC which puts it on top of other local offering.
Market Placement
Service Variety
Focused Services
Diverse Services
Quality Perception
Lower Quality
Price
Hunter Cattle offers a higher quality product for a higher price. Higher Quality
$$$
Quality Perception
Weak Visual Communication
$$
Lower than HC
Presentation Emphasis Lower Quality
Strong Visual Communication
Higher Quality
$$$$
higher than HC
$$
lower that HC
$$$
Communicate the differentiation of the product through written and visual explanation as quality and price is tied to how the product looks.
Equal to Hunter Cattle
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Industry Description
Competitor Analysis: Place & Promotion Hunter Cattle Company products are not just meat, they also represent family and farming values.
Place
Hunter Cattle
Farm, Moma Store, Farmer’s Market, Restaurants, Local Grocery
Georgia Buffalo Revival Foods
Market Placement
Savannah River Farms
__
_
o
+
++
Hunter Cattle Company products represent what the Market Placement brands stands for and so should the locations where it is In brand sold at. Different business partnerships may require more or less marketing/branding efforts according to what the customer reach might become. When adding a new market Service Variety place consider customer segmentation to determine the Diverse appropriate approach. Services
Farm, Farmer’s market, Delivery to near by store
Off brand Green Truck Pub Heirloom Book Company, and online
Focused Services
In brand
Off brand
Farm Farmer’s Market Restaurants
National, Regional Sales, Gourmet, Restaurant, National distributors
Quality Perception
Lower Quality
Barn Loft, Tours, Parties, Events, Publication, Website, Recipe (web), Social Media
Weak Visual Communication
Higher Quality
Promotion
Web Site, Brochure, Social Media, Speak to customer directly
Product packaging does not reflect Hunter Cattle values Presentation Emphasis Weak Visual Communication
Presentation Emphasis
Strong Visual Communication
Strong Visual Communication
Publication, Social media, Field trips, Recipe (web), website, TV, Magazine, News, Nutrition comparison, Cooking Competition
Websites, Packaging, Press, events
Hunter Cattle Company should express in all their channels the value of their products so there is a reason behind the price.
Website, Visits, Press
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Target Market
2. Target Market The target market is the groups of businesses or customers for which a product or service is directed towards. These groups are defined by a set of qualities that determine which marketing techniques would best serve each group. Identifying markets can also show gaps within a market or untapped market segments in which your business can expand into.
Content Worksheets: Company Profiles Company Profiles: Community & Service Variety 2x2 Map Company Profiles: Presentation & Quality 2x2 Map
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Target Market
Company Profiles
Company Name
The following are company profiles of Hunter Cattle Company’s Company Goal or Purpose
Product & Presentation
Do they have a mission statement or an ideal market they try to position themselves in?
Either what is purchase from Hunter Cattle or what is sold by Hunter Cattle Alternatives
quality perception, and presentation emphasis. This placement is
Atmosphere & Clientele
Business Impact
based on the brand representation of each company.
Trend groups, i.e. foodies, health conscious Location based i.e. Savannah, Low Country Socioeconomic i.e. middle-class, higher end User groups i.e. moms, tourist
Resources are needed to support relationship including time and effort, estimates on profit, alignment with other financial goals
clients. The profiles evaluate each business so Hunter Cattle Company can gain a greater understanding of the types of businesses they currently work with and figure out the types of businesses to pursue for future growth. To the right is the sample of a company profile. Each square element (i.e. Company Goal or Product & Presentation) explains the type information contained within. Each axis places the company according to community orientation, service variety,
Isolated Operations
Community Oriented Company Orientation
Focused Services
Diverse Services Service Variety
Lower Quality
Higher Quality Quality Perception
Less Presentation
More Presentation Presentation Emphasis 29
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Target Market
Leoci’s (Italian Restaurant)
Hunter Cattle Company
Company Goal or Purpose Family owned
Product & Presentation
Company Goal or Purpose
Product & Presentation
Beef, Pork, Poultry, Turkey, Goats, Fruit, Eggs
Opened in late 2009, Leoci’s Trattoria offers a unique menu of back-to-basics Italian cuisine boasting fresh ingredients, homemade pastas, brick-oven pizzas, enticing entrées and an extensive wine list.
HC Pork Chop $32, Mamma Mia Pizza $16
Grass fed, Free range, No hormones, No steroids, No antibiotics American Grass fed Association, Coastal Organic Growers, Animal Welfare Approved, Georgia Grown
Hunter Cattle highlighted In both menu item and in "Farm Fresh" box.
“Leoci’s is exactly what I would like every restaurant to be,” explains the chef. “Fresh ingredients, tasty food, good atmosphere and solid consistency.”
Atmosphere & Clientele
Business Impact
Atmosphere & Clientele
Business Impact
Brooklet, Georgia
Extensive focus but not well presented
Treat yourself to a stylish, friendly atmosphere and a delicious culinary experience unparalleled anywhere in Savannah. Intimate dining area with “alfresco (outside)” setting.
Located in Savannah (Brassier 529, Cha Bella's, Thrive, Green Truck, Flip Flop Tiki Bar, Moon River Brewing)
Thrive Carryout Cafe, Brighter Day, Farmer's Natural Islands Natural, The Herb Shop, Moon River Brewing Co., Green Truck Pub, Brasserie 529, Flip Flop Tiki Bar Leoci's Trattoria, Cha Bella's, Sell meat for dog food company, Lucky Dog in Hilton Head
Isolated Operations
Not specifically tourist focuses, higher price point but reflected in what you get.
Community Oriented
Isolated Operations Company Orientation
Company Orientation Focused Services
Diverse Services
Focused Services
Higher Quality
Lower Quality
More Presentation Presentation Emphasis
Higher Quality Quality Perception
Quality Perception Less Presentation
Diverse Services Service Variety
Service Variety Lower Quality
Community Oriented
Less Presentation
More Presentation Presentation Emphasis
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Target Market
Cha Bella’s
Green Truck Pub (Burger Joint)
Company Goal or Purpose
Product & Presentation
Company Goal or Purpose
Product & Presentation
At Cha Bella we bring a new and exciting culinary standard to Savannah.
All Natural Pork Osso Buccu $29
Mindful sourcing and scratch-made meals, including hand-cut fries, homemade ketchup and house-canned pickles. Featuring a thoughtful selection of craft beers and quality, affordable wines
Green Truck Classic $7
Our emphasis is on consistently delicious, organic, and seasonal fare served in a fun and innovative space.
Hunter Cattle is not specifically mentioned but a couple menu items are “grass fed.” “all natural,” and “free-range.”
Hunter Cattle highlighted in menu list of "proudly source ingredients from:"
Atmosphere & Clientele
Business Impact
Atmosphere & Clientele
Business Impact
Appears relatively casual.
Located in Savannah (Leoci’s, Brassier 529, Thrive, Green Truck, Flip Flop Tiki Bar, Moon River Brewing)
Casual neighborhood burgers, sandwiches, soups and salads.
Located in Savannah (Leoci’s, Brassier 529, Cha Bella's, Thrive, Flip Flop Tiki Bar, Moon River Brewing).
Some what off the beaten tourist path but still expensive for casual cuisine.
Isolated Operations
More local, and while a *burger-joint* they do emphasize vegan and vegetarian
Community Oriented
Isolated Operations
Company Orientation Focused Services
Focused Services
Service Variety
Lower Quality
Quality Perception
Higher Quality Quality Perception
More Presentation Presentation Emphasis
Diverse Services Service Variety
Higher Quality
Less Presentation
Community Oriented Company Orientation
Diverse Services
Lower Quality
While personal relationship is good, does it mean more time expended for special orders and deliveries.
Less Presentation
More Presentation Presentation Emphasis 31
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Target Market
Thrive (Catering & Deli)
Company Goal or Purpose Thrive offers freshly prepared carry out dishes, using as many local and organic ingredients as possible. Convenient, healthy, and gourmet! Savannah's first Green Certified Restaurant (recently received second), Sav Slow food Chapter, All about sustainable, local, extensive partnerships, and lifestyle education.
Brighter Day Natural Foods
Product & Presentation
Company Goal or Purpose
Product
Menu is daily - April 3rd HC Meat Lasagna $per lb. Carry packaged meat for purchase plus fresh eggs.
Committed to the same principles that guided us when we promotion of healthy living, service to our community and sustainability for our planet. We will continue to be on the cutting edge of our industry, bringing you new products and new information that will enable you to eat well and be healthy and happy
Position themselves as a health market.
Hunter Cattle is listed in menu items, daily specials and items for pick-up
Hunter cattle is the only meat product that has posters and flies in the store.
Atmosphere & Clientele
Business Impact
Atmosphere & Clientele
Business Impact
Very relaxed, familiar, friendly
Located near Savannah but 20 min’s out (Leoci’s, Brassier 529, Ch Bella’s, Green Truck, Flip Flop Tiki Bar, Moon River Brewing)
Community grocery style opened 34 years ago
located at 6021 Ogeechee Road, Savannah, GA
Mostly residents around White Marsh Island, very much local foodie, accommodate most diets, vegetarian, vegan, gluten free, lactose free.
Isolated Operations
Community Oriented
it wasn't the only one in Savannah, but it got customer loyalty of community.
Isolated Operations Company Orientation
Company Orientation Focused Services
Diverse Services
Focused Services
Service Variety Lower Quality
Lower Quality
Quality Perception
Higher Quality Quality Perception
More Presentation Presentation Emphasis
Diverse Services Service Variety
Higher Quality
Less Presentation
Community Oriented
Less Presentation
More Presentation Presentation Emphasis
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Target Market
Ogeechee Meat Market
Flip Flop Tiki Bar (Margarita Bar)
Company Goal or Purpose
Product
Company Goal or Purpose
Product & Presentation
Ogeechee Meat Market is a family-owned and operated business located on Savannah's southside. We are just a short drive from anywhere.
Position themselves as a meat market.
The Classic Burger $8.50, Cortes' Killer Burger $9.50
Specialize in old-fashioned service in a fast-paced world. Our mission is to provide the best meat at the best price. only carry USDA Choice Black Angus Beef, which is grass- and grain- fed, specifically grown for eating.We also have premium chicken, lamb, veal, and pork. We are your old-fashioned butcher
In addition to the wide variety of meat products they also carry a volume of Fresh Frozen Vegetables. They also carry a number of excellent Barbecue Sauces, Steak Sauces, and seasonings.
Looking for an island getaway, or just trying to escape the Savannah summer sun? Then Flip Flop Tiki Bar and Grill is the destination you seek. While our island getaway is more Tybee than one from from a Beach Boys song, and our view more urban than a Corona commercial, we’ll sweep you out of downtown into a laid back, stress free “island time” mindset.
Atmosphere & Clientele
Business Impact
Atmosphere & Clientele
Business Impact
old-fashioned service meat market
located at 6021 Ogeechee Road, Savannah, GA
Very causal “island time” downtown Sav place.
Located in Savannah (Brassier 529, Cha Bella's, Thrive, Green Truck, Flip Flop Tiki Bar, Moon River Brewing)
better quality food here for better prices than the grocery store and with better service.
Mostly tourist and passer-byes
Beef, Pork, Lamb, Chicken, Rabbit, Turkeys, Duck, Goat, Liver pudding
specialize in special requests
Isolated Operations
Community Oriented
Cruise in for some Wild Caught Georgia Shrimp Tacos, or one of our Hunter Cattle Company Grass-fed Organic Beef hamburgers and wash them down with an ice cold craft beer, or one of Laney’s Famous drink specials
“Similar search" by Google recommends Molly MacPhersons, Cha Bella's, Leoci's, Lulu's, Circ 1875
Isolated Operations
Company Orientation Focused Services
Focused Services
Service Variety
Lower Quality
Quality Perception
Higher Quality Quality Perception
More Presentation Presentation Emphasis
Diverse Services Service Variety
Higher Quality
Less Presentation
Community Oriented Company Orientation
Diverse Services
Lower Quality
Hunter Cattle highlighted In menu call-out. However, nothing in the menu description about any of the other key words like organic, or local.
Less Presentation
More Presentation Presentation Emphasis 33
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Target Market
Brassier 529 (Casual French Deli)
Moon River Brewing (Micro Brewery & Bar)
Company Goal or Purpose
Product & Presentation
Company Goal or Purpose
Product & Presentation
"Casual yet refined — a reflection of the people of Savannah, inspired by the French brasseries of old.”
Bone Marrow $11
The Moon River Brewing Company was founded on our obsession with creating the ideal restaurant and brewery experience.
Grass-fed Rib-eye Steak $market price, Moon Burger $7.75
Hunter Cattle is highlighted In menu and partner list of Purveyors on-line.
Coming into vogue in the late 1800s, brasseries gained popularity as ideal meeting places, offering hearty meals and an array of cocktails, handcrafted beers, and wines. Representing the evolution of today’s brasseries, we venture beyond the image of cafés and breweries, and instead call to mind an image of simplistic sophistication.
We are committed to serving you a delicious variety of freshly prepared foods. Our kitchen is a melting pot of diversity, offering a range of dishes from simple comfort food to eclectic gourmet cuisine. We are undeniably passionate about serving great beer.
Hunter Cattle highlighted at the bottom of the page they highlight HC “Moon River Brewing burgers now feature grass-fed beef (currently from Hunter Cattle Farm). No hormones or steroids. Better beef. Better flavor. Better for you.”
Atmosphere & Clientele
Business Impact
Atmosphere & Clientele
Business Impact
With an outdoor patio, handpicked wine & beer selection, and a menu inspired by French brasseries of old, we are creating more than just a restaurant– we are creating a home.
Located in Savannah (Leoci’s, Cha Bella's, Thrive, Green Truck, Flip Flop Tiki Bar, Moon River Brewing)
We are dedicated, first and foremost, to providing you with a comfortable and relaxing environment with prompt and cheerful service. (Also have newly opened beer garden)
Located in Savannah (Leoci’s, Brassier 529, Cha Bella's, Thrive, Green Truck, Flip Flop Tiki Bar)
Heavy tourist base, but also a lot of local regulars (see toastmaster section/tradition).
More for the locals, but on the higher-end
Isolated Operations
Community Oriented
Isolated Operations
Company Orientation Focused Services
Focused Services
Service Variety Lower Quality
Quality Perception
Higher Quality Quality Perception
More Presentation Presentation Emphasis
Diverse Services Service Variety
Higher Quality
Less Presentation
Community Oriented Company Orientation
Diverse Services
Lower Quality
Do a lot of community work and support/donations.
Less Presentation
More Presentation Presentation Emphasis
34 Business_Plan2.indd 34
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Target Market
Company Profiles: Community & Service Variety 2x2 Map
Community & Service Variety
Is has been helpful to seeCattle whereCompany Hunter Cattle is positioned in relaLooking at where Hunter is positioned in relation to their closest tion to their closest collaborators within the local food community. collaborators within the local food community can be beneficial in keeping up with This includes companies that share the market, restaraunts that the current market. This includes companies that share the market, restaurants purchase their product, and retail stores that market and sell their that purchase product, and retail stores that market and sell their product product to the their everyday customer. to the everyday customer. Community Oriented
Brighter Day Hunter Cattle
Moon River Brewery
Leoci’s Trattoria
Thrive Cafe Brasserie 529 Ogeechee Meat Market
Service Variety
Service Focus
Green Truck
Hunter Cattle Co. (HC)
Leoci’s Trattoria
Although being in the upper right quandrant seems like an ideal placement, it is important to remember that having diverse services don’t always mean great execution of those services.
Leoci’s is closest to the sweet-spot of the map beacuse they are able to focus their services all the while offering variety in both an isolated and community-centered manner.
Green Truck Green truck offers a pub with an eating environment focused around the natural-food community. They are in an ideal spot with research suggesting customers love it there.
Moon River Brewery Maintains a balance between being located in a tourist-centric area with heavy emphasis on local clintele. They support community events more than other businesses.
Brighter Day They are very successful because their values lie within the community of Savannah. Because they are a larger reatail brand than most botiques, they have a wide rane of offerings.
Thrive Cafe Very engaged with local suppliers, but have only recently branched their business away from a catering emphasis and rely on a small group of “regulars.”
Brasserie 529 Brasserie 529 holds a very niche market of casual french cuisine and highlight Savannah foodies as their primary customer.
Ogeechee Meat Market Although they are placed in the lower left quadrant, they have chosen to be here as they are a small family-owned business that is doing what they can handle, and they are doing it well.
Restaraunts Retail Stores
Isolated Operations 35 Business_Plan2.indd 35
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Target Market
Company Profiles: Presentation & Quality 2x2 Map
Community & Service Variety
While the position themselves in the market the last lastmap maprepresents representswhere wherecompanies companies position themselves in the market based on community relationships and variety based on community relationships and variety of service, this map illustrates the of service, this map illustrates the emphasis companies put on the emphasis companies put of ontheir the quality and presentation quality and presentation products and services. of their products and services. Presentation Focused
Hunter Cattle Co. (HC) HC has only begun to create material that could be a consistent brand but has not approached it strategically.
Green Truck Green Truck suffers from some perception as being a one-trick pony, but they do have a strong identity that they try to consistently communicate.
Leoci’s Trattoria
Green Truck Moon River Brewery Thrive Cafe
Hunter Cattle
Higher Quality Perception
Lower Quality Perception
Moon River Brewery Has consistency issues that come with being a micro brewery as well as a bar-based atmosphere. They have carefully crafted a strong personality that reflects well.
Brighter Day Because of Brighter Day’s range in products, their quality ranges as well. They value supporting the community over brand presence.
Leoci’s Trattoria Leoci’s is the top restaraunt in presentation and quality. They spend a lot of time making sure that their brand is presentable, consistent, and they value quality in their product.
Thrive Cafe There is fluctuation in quality and quantity, but they do speak well of what their purposes is, and is genuine and honest in their approach.
Ogeechee Meat Market Being a small family-owned retail store, beyond word of mouth and vendor relationships, they do not promote their brand like they promote good meat in general.
Ogeechee Meat Market Brighter Day Restaraunts Retail Stores Not Focused on Presentation 36 Business_Plan2.indd 36
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Target Consumer
3. Target Consumer The target consumer is a subset of a target market. The target consumer is a group of individuals that purchase products or services due to the representation of the company providing the the product. These groups are defined by a set of qualities that determine how your business markets to them.
Content Worksheets: Customer Profiles Customer Profile Cluster Customer Segments
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Target Consumer
Customer Profiles PROFILE TITLE
The customer profiles represent the various types of customers that purchase Hunter Cattle Company’s products. These profiles are
Name :
based on four broad dimensions: demographics, psychographics, geographic location, and customer behavior. These were then
Age :
broken down according to importance in five aspects regarding
Quote:
taste, economic (financial income), sustainability, community, and health. 9
To the right is the sample of a customer profile. The profiles are represented by a scale examining taste, economic, sustainability, community, and health of each customer. These scales show the customers’ levels of interest and how this scale affects their food purchase. The taste scale refers to the interest on the flavor of product. The economic scale refers to the budgetary constraints in regard to the quality of products purchased by the customer. The sustainability scale section indicates the level of knowledge
Taste Economic Sustainability Community Health
the customer has on sustainable products. The community scale refers to the level of interest on supporting local businesses. The
Insight
health scale refers to the level of customer concern on how the food they consume affects their health. The next section highlights insights that were discovered by the surveys and interviews. These insights help Hunter Cattle Company understand their customers’ needs and design solutions to fulfill these needs. The final section is expectations on Hunter Cattle. These expectations represent what customers hope to gain from their purchase of
Expectation for Hunter Cattle
Hunter Cattle Company’s products.
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Target Consumer
Customer Profiles HOUSE WIFE
YOUNG PROFESSIONAL
Name : Abigall
Name : Allison
Age :
Age :
24
Quote: “I like grass-fed meat and it is
Quote: “I choose HC’s meat since it
healthy for my baby”
10
Taste Economic Sustainability Community
7 8
10
Taste 7
- She started researching about Hunter Cattle after she had a chat with them at the Farmer’s Market. - She wants to feed her baby healthy food.
6
Sustainability
8
Insight
- High-nutrient meat - Good taste
tastes good & benefit my health”
Economic
Health
Expectation for Hunter Cattle
30
Community 10
5
Health
8
Insight - She buys at Kroger weekly since it is convenient. - She buys Hunter Cattle meat because of taste, and about once a month. - She wants to know more about its benefits. - She already know the basics about health.
Expectation for Hunter Cattle - Health benefits - Good flavor - Understands overall benefits of HC’s products
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Target Consumer
Customer Profiles OTHER FARMER
STUDENT Name : Trish Age :
Name : Dan
not pictured
23
Age :
Quote: “When I purchase meat, I look
Quote: “I have met the guys at HC, and
at PRICE”
9
Taste 8
Economic 7
Sustainability Community Health
6 7
Price is the most important factor for purchase. She knows nothing about the benefit. She purchases organic as a trend. She chooses HC because she loves to support local businesses.
Expectation for Hunter Cattle - Organic food - Good taste - Animal welfare
we’ve worked together in the past” 10
Taste Economic
2 7
Sustainability
7
Community
Insight -
42
Health
6
Insight - He raises his own cattle and eats their meat. - Being sustainable is very important to him.
Expectation for Hunter Cattle - Different tastes of meat from his own product - Sustainable community
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Target Consumer
Customer Profiles EDUCATOR
ELITE TRENDER
Name : Caroline
Name : Jim
Age :
Age :
48
Quote: “HC is local, they use natural
Quote: “A friend of mine told me their
technology, and have friendly staff”
farm was nice & interesting, so we went there once” 8
Taste Economic Sustainability Community
4
She She She She Her
8
likes Hunter Cattle pork very much. buys meat from Brighter day. buys products from Hunter Cattle every week. has read a book about the history of food . friend recommended Hunter Cattle to her.
Expectation for Hunter Cattle - Healthy meat - Good taste
8 8
Community
Insight -
5
Sustainability
6
Health
8
Taste Economic
6
48
Health
6
Insight - He chooses Hunter Cattle meat since it tastes good. - He takes his young daughter to the farmer market to show her the difference between supermarket food and organic food. - Supporting local business is his aim.
Expectation for Hunter Cattle - Regular customer - High-quality meat
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Target Consumer
Customer Profiles RETIRED
RESTAURANT OWNER Name : Roberto
Name : Victoria
Age :
Age :
34
Quote: “HC is run by a good family, the
Quote: “I need the produce to be
food is natural, and they have a good selection”
consistent, as I need my dish to be consistent for my guest” 10
Taste Economic
7 10
Health
8
Insight - He began purchasing HC product about 3 years ago. - HC and his restaurant (Leoci’s) have created a partnership to sell seasoned meats.
Expectation for Hunter Cattle - High-nutrient meat - Good taste
Sustainability Community
10
10
Taste Economic
Sustainability Community
60
Health
7 10 10 10
Insight - She already perceives HC’s benefit. - She supports family run business. - Health is a major concern for her.
Expectation for Hunter Cattle - Healthy and quality products - Family run business
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Target Consumer
Customer Profiles SENIOR PROFESSIONAL
HC NEIGHBOR
Name : Cathy
Name : Kasey
Age :
Age :
50
Quote: “Since they have higher quali-
Quote: “I grew up on a farm so I only
ty meat, I wanted to try it”
9
Taste 8
Economic 7
Sustainability Community
6
Health Insight
- Normally, she buys meat from the supermarket since it is near her house. - She didn’t notice HC in the grocery. - She prefers local and organic food. - She wants to try something new.
Expectation for Hunter Cattle - Fresh and low fat meat - High quality meat - Experience new taste
eat organic and grass-fed food”
10
Taste Economic
5 10
Sustainability Community
7
47
5
Health
10
Insight - They like to bring their kids to the farm and participate in the process. - They eat only organic and grass-fed food. - They enjoy activities on the farm.
Expectation for Hunter Cattle - Healthy food for the family - Experience Hunter Cattle’s farming process
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CUSTOMER SEGMENT Target Consumer
Customer Profile Cluster The ten customer profiles are clustered ac-
10
cording to needs and buying patterns. Cus-
8
10
7
tomers often have overlapping needs mean-
8 7
6
6 3
8
3
2
1
2
1
us io Consc Health
Im
p
Bu
n sio cca al O mily r Fa y fo
1
ci Spe
1
g lin
5
2
mp
6
9
se ul
or segments.
6 8
3
6 5
H
T
8 7
4 1
5 4
5 2
S
by
Moom a’s Sto re
aphy ogr Ge
S
t s’ Marke Farmer
E
ic ph
C
7 6
li On
H
C
ic
S
8 9
10
7 8
7
10
3 6
6 6
8 9
8
4
7
6 2
4
1
1
y lit
T
ne
eli dD an
ry ve
10 HC Neighbor
8 9
5
ua
Senior Professional
5 6
1
S us 1 4 tain 6 8 10 abl e Li Ad fest ve yle ntu rou 4 Ex 5 s clu 8 siv 10 e Pr 2 od uc t
op hr
9
1
3 6
6
Q e, ic Pr
Retired
9
Famil y
H
8
T
2
ess ppin
Restaurant Owner
7
6
2
ste w Ta re Ne Explo
ing ng el o
7
nt il a Ph
Elite Trender
a ife H
6
E
Educator
3
Achievement
B of
5
7
8
duct Prestige Pro
nse Se
Other Farmer
1
l ta en
6
4
s iou Cur
Psy ch og ra
4
Safety
Student
1
10 8 6
Customer Segment
fil L Full
3
5 2
2 1
al oc vi tL or En p p Su
C
er Behav ior stom Cu
Res tau ran t
Young Professional
6
St or e
2
10 9 8
Gr oc er y
House wife
4
5
10 5 4
1
5
6
nm ro
E
6
10
1
Sa
9
3
7
ng yi
10
Bu
9
deficiencies that affect individual customers
7
2
Bu y by Bu Pr y e fe re Ta nc st e in g
identify patterns and areas of abundance or
1
9
9
10 9
Rec omm end atio Kn n ow led En ge joy W En or vi d ro of nm M en ou t th
following model lets Hunter Cattle Company
10
Budget Conscious
10
Perceived Value Trust
ing they can fall into multiple areas. The
5
8 10 6
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Target Consumer
Customer Segments The ten customer profiles located within this system show that the profiles have commonalities with one another. This is reflected by the connecting curves in the center outer ring. These segments integrate various
YOUNG PROFESSIONAL Allison, age 30
characteristics from different customers and
“I choose Hunter Cattle’s meat since it tastes good, and benefit my health.”
SUST AIN AB LE
some segments represent more than one profile.
E
U M M O C
and by the broad segments marked in the
TAS TE EX PE RI EN C
TY NI
RETIRED Victoria, age 60
ELITE TRENDER Jim, age 48
“Hunter Cattle is run by a very good family, all of the food is natural, and they have a good selection.”
“Hunter Cattle is local, they use natural technology, and have friendly staff.”
HCC NEIGHBOR Kasey, age 47
SENIOR PROFESSIONAL Cathy, age 50
“I grew up on a farm so I only eat organic and grass-fed food.”
“Since they have higher quality meat in the Farmer’s Market, I wanted to try it.”
RESTAURANT OWNER Roberto, age 34
HOUSEWIFE Abigall, age 24
“I need the produce to be consistent, as I need my dish to be consistent for my guest.”
“I like grass-fed meat and it is healthy for my baby”
OTHER FARMER Dan, age 42
EDUCATOR Caroline, age 48
“I have met the guys at Hunter Cattle, and we’ve worked together in the past.”
“A friend of mine told me their farm was really nice and interesting, so we went there once.”
HE A L TH Y
STUDENT Trish, age 23 “When I purchase meat, I look at PRICE.”
LI V
G IN
EC ON O M Y
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Target Consumer
Customer Segments The Healthy Living customers focus on having secure, stable,
The Community segment live near the farm or own various
and healthy lives. They purchase Hunter Cattle Company
farm businesses that support the area they live in. This group
products because they consider these products as very
is very loyal to Hunter Cattle Company since they trust,
nutritious, and worth the higher expense. Some customers
understand, and believe in the Hunter Cattle Company’s
in this segment also appreciate the concept of Hunter Cattle
family’s lifestyle. They are the customers who are able to
Company’s sustainable lifestyle and want to support local
purchase directly from the farm.
businesses. The Economy customers need consistency and affordability The Taste Experiencer customers are of a high social status
in order to achieve their personal and business goals. They
and like to try new experiences. They may have heard about
understand the benefits of Hunter Cattle Company’s products
grass-fed or sustainable farming and want to learn what is
and appreciate the taste and quality of the product. They also
unique about Hunter Cattle Company products. They up-to-
purchase from Hunter Cattle Company because they think it is
date with trends and will share their experiences with others.
an exclusive and prestigious product.
The
Sustainable
Lifestyle
customers
are
experts
in
sustainability and are already involved in the promoting this type of lifestyle. These customers are deeply concerned about the environment, health, and their local community.
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Market Size
4. Market Size While specific consumer demographics can provide focused marketing direction, in this section a broader division is illustrated. This larger market segmentation include nearly all of the potential consumer groups. This data can be found through general secondary sources such as government data and trade data.
Content Worksheets: Farmers’ Market Distribution In The U.S.
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Market Size
Farmers’ Market Distribution In The U.S. “Local and regional food systems have expanded dramatically in recent years. There were more than 20 farmers markets in 2011 for each one that existed in 1970, and the number of communitysupported agriculture (CSA) operations has grown in a few decades to over 4,000, according to one estimate highlighted in the report.” http://www.ucsusa.org/
http://www.ucsusa.org/assets/images/fa/Farmers-Markets-USDA-Map-large.jpg 48 Business_Plan2.indd 48
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Market Trends
5. Market Trends Market trends include growth models and societal or cultural movements. This section is fundamental in understanding the movements of the industry which the company is a part. In addition to general market movements, the trends section should investigate trends important to customers and competitors. Researching the movements should address the rate of popularity, risks associated, and potential growth of each trend.
Content Worksheets: Emerging Agricultural Trends
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Market Trends
Emerging Agricultural Trends trends
map visualizes the trends and can be used to fine insight around consumer tastes. This is important in seeing how Hunter Cattle Company incorporate these trends into their business and how they line up with consumer new products and services can relate to what is important in cultural or societal movements.
In s pr teg se es to an act rat sin es d ice ed hu s bu but Difference en m ar pro Foc nd tri y. d Appeals to cultural landscape of v a e pr iro n r res uct us us ns a con amil c ofi nm es p io rural life and the protection of o y o o n Fo zati ectl he f ta its biodiversity. Its goal is bi ent urc nsib sys i ir f t he e t n l a S ity l es. le te u y os ga t d o educational. , a hea Th wi m ce pan a cl st. l or tha ing ba stai D n n r e n n al e m h u a d lth ee th wh l se a if ru lue ll b er co lis tr on er di ow d o ble fere soc , ec go natu ich Trend ily va we et s a n iff e of stab d on pers stom ia on als ra liv n m e , D le o a e & Community-based c n e e u p Fa eat th qu mi are l be imp im pa esto e ty can bas ery he c : enterprises to explore cr ity c ne ro als stu ck v t is fit ve to re fa . th er ship are to e. the benefits of s t s a e d s rm In tom on ns ue nc r a e he ni Th s s ati io al rie t a yst in sustainable o u m l g c el ct s v pe en a e ce e fo T d c h r ra d x development. vi l w natu m nt r e d en ild it n ro el r te e od e nm fa al In ch a Tr s bu ips wed o s m red mo nd re e h as i h o e v hi i s n v s nt , w e es on s b lue ac . h em . en ach s to eal en sin ati er va h e ce vi ie wa th t is Bu rel um nd oug rien r v s t a hr e on in rd an n p d s s t go m g co ru d ex al en t te e Agritourism s. ta ea at l cr tim in Sustainable Family-run
Business
Agriculture
r side con eing -b that us Focrations ical well to ope cholog birth rm psy s fa from sure al and imals; r. Mea sic te an phy ing slaugh the of rais s on ce oor s to d eren outd Diff raised rrespon eir are iet co and th e d als ls Animre, their th goa d to tim tu row limite m. pas t hy g ar o f lt hea s are n at the live spent d blic Trenns & pu n eo atio aniz n agre ruel Org c io opin inating ised in c elim es exer more of n. ctic pra name oductio the nt pr cie effi
demands. This map also shows how
Focus
Ecologic tourism for which people are encouraged to engage in direct and hands–on experience with agricultural activities.
ing us Foc upbring nd ive at a f rnat for me ation o Alte s in d b ir ds of b n a com nd she oam, ea s, o to r diet. egg en spac e free rous ar op nivo hey re t an om r whe e und al and ce atur r o eren eir n Diff rve th nfined nse r co s co e neve r bird The s and a caged. k a bea are ggs d nd e . Trenickens a lization ch ria led indust labe r ian furthe etar f Veg sign o
Community
Animal Welfare
Free-range
Pastured
Fo
agricultural
Anim cus als w rais with ed on o ho are the vegeta pen lan h tion d e alt hum . ane hiest a This is or e method nd mos t gg p rodu for me at ctio n. The met Diffe h r od is enc sust e a natu inable enviro nme sinc ral r e prod enovat it crea ntally ion te uces bett cycle s a an er ta Sust ste. d a mile inabilit T r e met age on y effor nd hod t s th food, as s advo ca at w safe will en ell as te for le agric rich for ss the t com he soil ultural mun a ity. nd are
emerging
Sys tem for Foc agr ge ic con ulture neral us text b , for activit enefit ie t sec urin s in its hat sup g in por imm ts tere sts ediate Fam Diff in f ood ere com ily en . nce terp mun r ity wit ise enr h ic farm local a hes th nd q e ing. uali ty Tren Com d Agr munity rela icultur Supp orte e en tion d s c bet wee hips o ourag e f n and local suppo farm rt com mem munit ers y ber s.
The
Grass-fed
Organic
Al te Local ba of rna Foc t of gr sed catt ive us e es an ain. on le d upb us s fre icid c i g t i i A r e o m ho i t d r F ich pes rs, th rm als dit ass tha ngin w l e h on do ion ins t i g w na iliz gro s M es no al tea s ea od ntio fert nd nd i r ly o o t d m hig t fr F ve d s a , a de es r a co th o Di o h o n n c f s ro re er m ff nt ns es a oti ne un ctic co ta e ib um e s t Focus i a d o io th tio ust vita hes ren tib rm uce e pr tic e ai m e n Regional system for e to n c a un an na in an e s. ho rod abl ed b food production and de d i b p in ce ar , a rly ma le b ene mal Ve en omp od. distribution within a reach st lth l r ge in nu eca fit s p u e c o s ea a g t that considers resources, fa re d use s an rov iff tter nic f f h anim a aria o i D c b i d d sig n e d distance, markets, and et t is str of be ga ar e n lab te us n i is -or of r tha but pas e consumers. d ca y, a e T n te t i ion tur fu led ren en g be bilit s. as no tt rth c d r T e , T n a rn i as ye er hic Difference w in e te t in ken ro sta onc s du s Its goals are towards community s g l su re c i st an t a ria d sustainability. en nt elfa liz eg em me w at gs io ov n Trend n. are M viro en Consumers value a better understanding of the source of their food products, and a connection with the producers of those goods.
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Rules & Regulations
6. Rules & Regulations This sections refers to the external governing forces of an industry. These regulations are barriers to business for which a business must work with and around. Also included in this section is the cost incurred from dealing with these regulations.
Content Worksheet: Certifications USDA USDA Regulations
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Rules & Regulations
Certifications
The fundamental goal of An-
The goal of the association is
Coastal
Organic
Growers
The Georgia Grown program
imal Welfare Approved is to
to promote the grass-fed in-
(COG) is an organized, di-
is a marketing and econom-
improve farm animal wel-
dustry through government
verse group of farmers locat-
ic development program of
fare. The main tool in this
relations, research, concept
ed through the coastal and
the Georgia Department of
effort is granting the use of
marketing and public edu-
southeast regions of Georgia
Agriculture. Their goal is to
the AWA logo to farms that
cation. Among the AGA’s top
and South Carolina who are
aid agricultural economies
are annually audited and
priorities is working with
dedicated to organic agri-
by bringing together pro-
found to comply with rigor-
the USDA to establish a legal
culture practices. All mem-
ducers, processors, suppli-
ous animal welfare
definition for grass-fed and
bers use sustainable, organ-
ers, distributors, retailers,
standards.
to implement a labeling
ic methods to grow healthy
agro-tourism and consumers
program.
food in coastal Georgia &
in one powerful, statewide
South Carolina.
community.
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Rules & Regulations
USDA The United States Department of Agriculture (USDA), also known
meet the needs of farmers and ranchers, promote agricultural trade
as the Agriculture Department, is the U.S. federal executive depart-
and production, work to assure food safety, protect natural resourc-
ment responsible for developing and executing U.S. federal govern-
es, and foster rural communities.
ment policy on farming, agriculture, forestry, and food. It aims to
http://www.usda.gov/
USDA-Approved Slaughter Facilities in Georgia
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Rules & Regulations
USDA Regulations The following list are USDA regulations Hunter Cattle Company must meet and maintain to be certfied to sell their meat.
contamination •
Hazard Analysis & Critical Control Points (HACCP): identification and management of hazards in food processing processes
• •
Food Safety and Inspection Service (FSIS): daily inspections of
•
USDA-approved slaughter facilities
food processing facilities
•
Humane Methods of Slaughter Act
Sanitation Standard Operating Procedures (SSOP): prevent
Other Regulatory Agencies & Organizations The National Organic Program is a regulatory program housed with-
Below is a list of potential organic programs Hunter Cattle Company
in the USDA Agricultural Marketing Service. They are responsible
is not yet certified by.
for developing national standards for organically-produced agricultural products. Due to stringent regulations and paperwork, Hunter Cattle Company is not yet certified organic by the USDA.
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Market Opportunity
7. Market Opportunity Market opportunity is one of the most important sections of a business plan. While current products and services are the core to a business operation, the awareness and analysis of market and customer data lead to the insights of new opportunities. These insights highlight potential in the market and areas in which a business can build profit.
Content Worksheets: Customer Opportunity Map Customer Opportunities SWOT SWOT Analysis For HC
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Market Opportunity
Customer Opportunity Map Studying the patterns in the customer segment
map
show
Hunter
SHOW ME THE DATA
Cattle
Company insights about the customers
BRING THE FARM TOUR TO THE MARKET
REWARD FOR SHARE
and their preferences for Hunter Cattle 10
services.
8
LET THE TASTE TALK
10
E
C
er Behav ior stom Cu
5 2
aphy ogr Ge
6
io Cur
3
Famil
E
y lit ua Q e, ic ic op Pr g hr nt gin il a lon Be Ph of s nse ines Se app ife H
Safety
8
6
1
6
8 9
10
1
5
7 6
6 2
8
10
3 6
7
7
BENEFITS FOR YOUR LIFE
8 9
8
4
7
9
S us 1 4 tain 6 8 10 able Life Ad sty ve le ntu rou 4 Ex 5 s clu 8 siv 10 e Pr 2 od uc t
4
1
7
6
2
Taste
y
6
3
9
New
Achievement
5 6
EXPLORE THE TASTES
duct Prestige Pro
1
6
8
us
fil L Full
St or e
2
DELIVERED FARM EXPERIENCE
6
4
1
re Explo
Customer Segment
Res tau ran t
Gr oc er y
7
10 8 6
H
10 9 8
opportunity in detail.
1
4 2 1
l ta en al nm oc ro i L v t or En pp u S
10 5 4
EXPERIENCE THE FARM SHARE THE FARM
5
6
men dati Kn on ow led En ge joy W En or v iro d of nm M en ou t th
Perceived Value
Trust
ous Consci Health
fo Buy
on
mily r Fa
Spe
l cia
i cas Oc
p
Sa
mp
g lin
ng yi Bu
se ul
Im
H T
6
5
Psy ch og ra
objectives. The next pages explain each
1
TRY SOMETHING NEW AT THE FARM
1
2 1
E
business
5
2
5 4
5
S
Company’s
6
C
Cattle
8
9
FARMING BEHIND THE SCENES
7
4 1
T
Hunter
6
ry ve
for product or service concepts within
9
1
8
S
phrases and represent various ideas
10
eli
displayed in the outer bubbles as catchy
1
1
2
dD an
are
2
2
3
7
ne
opportunities
3
3
T
These
9
li On
Company.
7
8
H
into opportunities for Hunter Cattle
TAKE A RIDE TO THE FARM
t s’ Marke Farmer
translated
Moom a’s Sto re
are
3
Bu y b Bu y P y r ef er en Ta ce st in g
and
9
6
by
business
10
10 9
6 5
Rec om
positioning of the customer within the
8 7
6 5
9
10
Budget Conscious
These insights help to understand the
MEET & EAT WITH THE LOCALS
10
7
S
and
ic ph
products
C
Company’s
8 10
MAKE IT A GOODLOOKING MEAT
6
FARM AT YOUR
CONVENIENCE
PLEASURES OF THE FARM
FOOD TO CONSTRUCT COMMUNITY TASTE GUIDELINE
GOOD FOOD IS ABOUT SECURITY
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Market Opportunity
Customer Opportunities REWARD FOR SHARE
!
DISCOVERY: Housewife customer is an ideal candidate to spread the word on how important is the quality of food for wellbeing. INSIGHT: “I get into the details of the food I provide for my family, and I share m y insights w ith o ld and n ew friends t hat h ave their own families.”
FARMING BEHIND THE SCENES
!
OPPORTUNITY Encourage customers to engage in promotional media where they can talk about their experience with the product. IDEAS: 1. I nclude a s ection on t he w ebpage o r Facebook p age for sharing dishes a d cooking advice, s o the customers create a community a far from the farm. 2. Punch card program for the customer to collect holes for a special discount or a free sausage. This program will appeal to customer’s wallet and increase the amount of loyal customers. 3. A customer that buys a HCC product elsewhere can upload a picture to Facebook/Twitter for a free product or coupon.
EXPLORE THE TASTES
!
DISCOVERY: Restaurant O wner c ustomers a re a ttracted t o the product’s taste value but are more e ncouraged to s tick t o what t hey know instead of exploring the variety of offering. INSIGHT: “I really value consistency, as do my customers, yet I like to be surprised sometimes, as do my customers.”
GOOD FOOD IS ABOUT SECURITY
!
OPPORTUNITY: Build a reputation for HCC meat products that not only include fresh meat but special recipes. IDEAS: 1. E ncourage t he e xploration of t astes with t he p roducts by creating a reward system for the local food restaurants about new recipes with HCC products.
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Market Opportunity
Customer Opportunities TASTE GUIDELINE
!
FARM AT YOUR
!
CONVENIENCE
DISCOVERY: Young P rofessional & Student customers buy their meat by convenience at big supermarkets based on location, portions, and price. INSIGHT: “My buying h abits tend to w hat’s closer a nd i f I can accomodate it on my schedule.” OPPORTUNITY: Service to customer’s need for convinience by diversifying the current selling channels with other organic grocery stores and expand the pick up/delivery spots. IDEAS: 1. Sell products in l ocal m ainstream supermarkets such as Piggly Wiggly, Fresh Market, Publix, and/or Kroger. This can be accomplished in partnership with other local farmers. 2. Improve the HCC Online Store by user testing for interfase friendlyness and approachability. Add home delivery service in partnership with shipping companies.
TAKE A RIDE TO THE FARM
!
DISCOVERY: Retired customer is interested in Sustainability as a reason to buy into the HCC lifestyle, yet it is hard for them to access the farm experience. INSIGHT: “I k now all about s ustainability b ut I would l ike to see m ore about the farming processes behind this family-run business”.
LET THE TASTE TALK
!
OPPORTUNITY: The farm e xperience could be b rought t o the customer a s a delivered experience. IDEAS: 1. D elivery wagon that brings e lements of t he f arm t o accesible place. The experience could demonstrate t back-to-basics/authentic approach o f HCC. T his could integrated t o the already existing delivery service downtown.
an he be to
2. B ack t o the o’l days e vents at t he f arm. V olunteer-based opportunity to work on the farm.
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Market Opportunity
SWOT Swot is is aamethodology methodologycompanies companiesuse use Swot to to analyze strengths, weaknesses, opportunities, and threats analyze strengths, weaknesses, opportunities,
S T R ENG T H S
WE A K NE S S
OPPORTUNITIES
THREATS
and threats evaluateand advantages against competitors. and evaluate advantages against This framework is This veryframework important is in very identifying gaps in competitors. important theidentifying company and futures in gapsidentify in markets and opportunities. identify
futures opportunities.
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Market Opportunity
SWOT Analysis For HC Recommendations: •
Solidifying
Brand
Identity.
Improving
brand identity by exemplifying sustainable food practices as a lifestyle through local community involvement. This means making sure all marketing materials and brand literature is consistent and focused. •
Identify Secondary Markets. Finding new markets for sales and distribution can utilize Hunter Cattle Company’s diverse capabilities. This can happen through identifying potential
S T R ENG T H S
WE A K NE S S
Open and caring owners
Lack of system accountability
Willingness to learn the business
Reactive growth
Dedicated and hard working
Basic industry experience
Personal resources and relationships
Inconsistencies throughout business
Passionate
Balance between personal and business
Belief in trends as a lifestyle Extensive owner involvement Local and community oriented Responsive to customer needs
distribution channels or planing for a variety of future products and services. •
Process Standardization. Create a system of processes to standardize farm activities to formalize accountability and manage chaos. Standardizing
processes
allows
business
activities to be evaluated and modified to allow for a higher degree of consistency in overall business activity.
OPPORTUNITIES
THREATS
Strengthen structure of processes
Located in a small and tight market
Branch out of “found” connections
Brand clarity
Learn and grow with industry
Informal business relationships
Educate others to personal lifestyle
Increasing bandwagon competition
Strategically diversify
Trends becoming fads
Establish secondary partnerships
Dependency on outside resources
Better utilize existing staff and resources
Out-spoken competition
Streamline activities and processes
Consumer budget constraints
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Market Opportunity
SWOT Analysis For HC This tool enables to examples visually understand weaknesses and of threats. Also, it allowsbetween us to create for and developing strate. Theanalysis following graphics areustwo of how each element can the relationships eacha guide segment serve as the gies and identifying potential growth areas.aThe following graphics are two examples of how each element can be broken down be broken down into components to develop better understanding foundation for future improvements or strategies. into components to develop a better understanding of the relationships between each segment and serve as the foundation for future improvements.
Hunter Cattle is very open and caring towards both their customers and clients, which helps them create personal
Hunter Cattle prides themselves on responding to client demand for what they offer as a business.
relationships with the people they interact with.
However, in terms of being a business, this means their growth has all been reactive rather than strategic and However, this has lead to relying on friendships to
intentionally planned.
define business relationships, particularly with their partners and suppliers. This relates to the dangers of a small business becoming too dependent of a single source of support or income. This casual partnership could potentialy backfire and could result in a loss for Hunter Cattle. If Hunter Cattle could develop relationships beyond who they know or who comes to them, they could potentially As a business it would be important to strengthen the
support a growth plan that builds on the foundation they
structure of various processes and interactions.
already have.
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Distribution Channels
8. Distribution Channels Distribution channels are the avenues in which a company disseminates products or services. This section explains, in detail, each path from the business to the consumer. The structure of the distribution channel includes the processes and the hierarchy of responsibility and power. This can also include negotiations and opportunities in existing or new channels.
Content Worksheets: Generic Distribution Map
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Distribution Channels
Generic Distribution Map HOW SAVANNAH CITIZENS ARE CURRENTLY MADE AWARE: • Advertisements • Newspaper or magazines
ONLINE FARMERS MARKET / FOOD CO-OP
• News • Websites • Recommendations
CUSTOMER PICK-UP Customers pick-up orders on a specified date and time, at a designated
location.
Most
online farmers markets include a membership fee.
FARMERS MARKET/VENDOR Farmers have to apply for vendor positions.
RESTAURANTS Chefs/restaurant owners scout out
FARM & INDIVIDUAL WORKERS
farmers at markets, or by word of
Farms and producers employ local citizens. Some even maintain an internship
program.
Agriculture
knowledge, business loans, distribution, and marketing are just some of the soft skills farms have to undertake for themselves.
mouth.
TRANSPORT Many farmers have to transport their products themselves,
GROCERS/STORES
50+ miles in order to make
Grocer/store owners scout out
sales, driving their costs up.
farmers at markets, or by word of mouth.
Farm2table Infographic 63 Business_Plan2.indd 63
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Profit/ Success Factors
9. Profit/ Success Factors While many factors influence the success of a business, there are a few core factors contributing to a company’s survival and profitability.
These traits are essential and imperative to the
creation and distribution of a product of service. This section can include factors essential to attaining a particular milestone.
Content Worksheet:
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5 Products & Services Products and services are the core of any business. In this section, information about each product and service are listed simply and explicitly.
Also included in this section is product availability,
product advantages, and the different stages of each product and service. It is important to simplify processes since they can quickly become overly complex for the reader. Contents: 1. Products & Services
2. Substitutes & Alternatives 3. Pricing 4. Technology & Equipment 5. Intellectual Property and Uniqueness 65 Business_Plan2.indd 65
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Products & Services
1. Products & Services This section includes both current and future research and development processes.
It is important to show what activities
are geared toward the future success of the company. This section includes an outline of future products or services anticipated through these activities as well as processes for research and development.
Content Worksheets: The Farm Revenue Streams Selling Points Revenue Streams Lifecycles Core Services Blueprint Farm Events Blueprint Selling Points Lifecycles Farmer’s Market Blueprint Moo Ma’s Store Blueprint Online Store Blueprint 66 Business_Plan2.indd 66
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Products & Services
The Farm Farm Map:
Species & Breeds:
Located between Savannah and Statesboro, Georgia, Hunter Cattle
Hunter Cattle Company’s animals receive no added growth
is the local provider for grass-fed beef, pastured pork, free range
hormones, steroids, or antibiotics, and are not subject to feedlots or
poultry, eggs and more.
cages. Their livestock are free to roam, graze and feed as animals are meant to naturally. Hunter Cattle Company is Animal Welfare Certified. Hay Bales
Play Area
Playground
Tiffany Bob Grass
Russell Grass
Alicia Grass Hen House Berkshire Pigs
Sand Box Hen/Pig/ Rabbit House Storage
Chickens/ Roosters/ Peacocks/ Turkeys
Hereford Cattle
Black Baldy
Barn Lofts Processing
Berkshire
Campshire
Yorkshire
Blue Butt
Leghorns
Marans
Anconas
Brahmas
Moo Ma’s Store/ HC Offices
Goats
Lambs
Black Angus
Parking
Silver Laced Wing
Orpingtons
Wyandottes
Andalusians Australorp
Katahdin
Easter Eggers
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Products & Services
Revenue Streams •
Selling grass-fed beef, pastured pork sausages, free-range chicken and eggs, etc.
•
Barn loft lodgings
•
Event organization
•
Educational tours (targeted to the local community or specific groups)
Selling Points Currently the farm has four selling points for its products: •
Farmer’s markets (about seven)
•
Moo Ma’s Store (featuring other local business products)
•
Online store
•
Local restaurants and organic niche stores
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Products & Services
Revenue Streams Lifecycles The following lifecycles break down the parts comprising the revenue streams for the core services of Hunter Cattle Company and the farm events hosted by and on the farm.
Sell
8
1
Reproduce
Clean up
8
1
Initial contact
CorrosponDeliver
Process
2
7
Maintain
Event activity
dence
2
7
CORE SERVICE
FARM EVENTS
Producing and selling quality meat and eggs
events held on the farm
Organizing and hosting
3
6
Transport out
Site prep
3
6
Agreement / negotiations
5 Transport in
4 Slaughter
5 Resource collection
4 Planning
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Order meat (Individual specific orders)
Products & Services
Order meat (Online, Moo Ma’s, Farmers Market)
Core Services Truck/ Trailer
USDA Paperwork
Core services are the activities that are fundamental to the profit
Processing Equip.
Labels/ Boxes
centers of the business. Hunter Cattle’s core services include that of producing and selling quality meat and eggs.
Recommendations: •
New employees’ introduction to processing.
Unload meat into the processing room
Process meat
Package meat
Inventory
Inventory
CORE SERVICES Existing Process Map - Hunter Cattle Perspective
Transport Goal
Sell
Deliver
8
1
Transport Out
Maintain
Slaughter
Transport In
Process
Deliver
HC Orders
HC Orders
HC Orders
Order meat (Individual specific orders)
Order meat (Individual specific orders)
Order meat (Online, Moo Ma’s, Farmers Market)
Sell
HC Product
HC Product
Customer Artifacts
Reproduce
7
Reproduce
2
Maintain
3
Transport out
Sell
Customer
CORE SERVICE Producing and selling quality meat and eggs
Slaughter Process
6
5 Transport In
4
Load meat into truck
Truck/ Trailer
Truck
Truck/ Trailer
USDA Paperwork
Processing Equip.
Labels/ Boxes
Truck/ Trailer
Employee Artifacts
Process meat
Package meat
Inventory
Inventory
Processing Workers
Slaughter Unload meat into the processing room
Choose cattle for slaughter
Load meat into truck
Anthony Assist in birth of new calves
Transfer from field to field Herd cattle to pen
Load cattle onto truck
Transport
Transport
Transport
Arrive & unload
Farm Hands
Slaughter House
Arrive at slaughter house
Slaughter
Load meat into truck
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Site Prep
Products & Services
Farm Events Farm events as educational activities for the local community.
Drive to Hunter Cattle Farm and find parking
Recommendations: •
Standardize payment methods through online services. Correspondence Agreement/Negotiations
•
Standardize farm event preparation and employee duties.
•
Standardize information presented to farm event participants.
Resource Collection
Walk over to wagon
Site Prep
Liability Form
Wagon
ondence Press send to Hunter Cattle
Planning
Meet Kristan on farm and pay rest of deposit
Select options for lunch, activities, and amount of people
Fill out liability form
Kitchen prep
Barn lofts
Agreement/Negotiations
Send email back to HC
Planning
Resource Collection
Mail or drop off check
Drive to Hunter Cattle
Liability Form
Fill out liability form
Responds & sends email with pricing, options, datesemail and Send liability form
List of people (paid lunches and not)
HC Events Calendar
Filled out liability form
HC Events Email
Tidy barn lofts back
Drive to Hunter Cattle
to HC
Events email gets form inquiry
Ask for payment by check Mail or (1/2 down)
Schedule event and write on events calendar
Check liability forms
Notify who will be leading (Kristan or Anthony)
List paid lunch customers
drop off check
Wagon
Food Inventory
Tidy barn lofts
Check all liability forms are in Delegate prep tasks
Prepare script
List of people (paid lunches and not)
Filled liabilitychoresHC Events Planoutwhat Calendar form
Delegate prep tasks
need to be done and what should remain for event
Ask for payment by check (1/2 down) Check liability forms
Hook trailer wagon
Employee Prep
Kitchen prep
Barn lofts
Wagon
Food Inventory Greet Buy gas for tractor
List paid lunch customers
Schedule event and write on up events to calendar
Plan what chores need to be done and what should remain for event
Inventory lunch meal items Notify
Employee Prep
Buy necessary
Prep condiments for lunch
Tidy up Moo Ma’s store
itemsbe who will leading (Kristan or Anthony)
Check all liability forms are in
tour group Complete chores and collect payment
Hook trailer up to wagon
Prep lunches
Grocery Store
Complete chores Delegate prep tasks
Prepare script EDUCATIONAL TOUR Existing Process Map - Hunter Cattle Perspective
Initial Contact
Goal
Hunter Cattle Website
Customer Artifacts
Clean Up
8
1
Correspondence
Online Event Form
Agreement/Negotiations
Planning
Resource Collection
Site Prep
Event Activity
Clean up
Liability Form
Initial Contact Call Hunter Cattle for Event Information
Get on Hunter Cattle website
Find Events Channel
Fill out online events form
Press send to Hunter Cattle
Select options for lunch, activities, and amount of people
Fill out liability form
Send email back to HC
Drive to Hunter Cattle
Drive to Hunter Cattle Farm and find parking
Mail or drop off check
Meet Kristan on farm and pay rest of deposit
Walk over to wagon
Get on wagon
Listen and learn
Look at cows
Feed pigs
Listen and learn
Take group picture on the wagon
Get off wagon and go to hen house
Learn about the Berkshire pigs: babies, mothers, and fathers
Learn about lambs and goats
Learn about hen house and collect eggs
Hold bunnies and baby pig
Take tour of lofts
Take tour of Moo Ma’s store
Barn Lofts
Moo Ma’s Store
Buy meats or products from Moo Ma’s store
Stand in line for lunch
Drive home
Free time and lunch
Customer
Event Activity
2
7
Correspondence Filled out liability form
HC Events Email
FARM EVENTS
Employee Artifacts
Organizing and hosting events
List of people (paid lunches and not)
HC Events Calendar
Wagon
Food Inventory
Barn lofts
Kitchen prep
1st Gate
Hen House
2nd Gate
3
6
Agreement/
Tidy up Moo Ma’s store
Responds & sends email with pricing, options, dates and liability form
Take call and direct to Hunter Cattle website
Negotiations Jennifer
Events email gets form inquiry
5 Resource Collection
4 Planning Kristan
Ask for payment by check (1/2 down) Check liability forms
Schedule event and write on events calendar
List paid lunch customers Check all liability forms are in
Prep condiments for lunch
Notify who will be leading (Kristan or Anthony)
Give tour of barn lofts
Tidy barn lofts
Prepare script
Buy gas for tractor
Delegate prep tasks
Plan what chores need to be done and what should remain for event
Employee Prep
Hook trailer up to wagon
Grill
Wagon
Buy gas for tractor
held on the farm
Site Prep
List of people (paid lunches and not)
Prep lunches Greet tour group and collect payment
Complete chores
Introduction of farm
Drive wagon
Explanation of pastures and use of non-pesticides
Explanation of donkeys as protectors
Give tour bread to feed pigs
Open gates
Park wagon
Explanation of pigs (gestation period)
Explanation of different types of grass
Drive wagon back to farm
Take group picture for website
Explain importance of Berkshire pigs
Explain purpose of lambs and goats
Explain free-range chickens, roosters, turkeys
Sell items from Moo Ma’s store
Explain collection of eggs
Hold bunnies and baby pig for access
Employee Prep
Check off list of paid lunches
Answer questions
Set up lunch lines
Clean up outside
Store wagon
Farm Hand
Inventory lunch meal items
Buy necessary items
Tidy up Moo Ma’s store
Prep condiments for lunch
Cook lunches
Prep lunches
Debra
Grocery Store Support Processes
Business_Plan2.indd 71
Inventory lunch meal items
Buy necessary items
71 5/28/13 11:22 AM
Products & Services
Selling Points Lifecycles The following lifecycles break down the parts comprising the selling points for the farmers’ markets and Moo Ma’s store of Hunter Cattle Company. Paperwork
Clean up
8
1
Prepare
2
7
1
Transport
Extend
5
2
FARMERS’ MARKETS
Selling and delivering quality service and product to customers.
3
6
Set up
4 5
Paperwork
4
Take down
Sell
Close
1
8
Enter
FARMERS’ MARKETS
Arranging, selling, and delivering quality product to customers.
Transport
Entice
Exit
3 Engage
Initial vendor contact
7
2
Negotiations
3
Purchase product
MOO MA’S STORE Displaying, selling and delivering quality HC product and service.
Customer
6
Purchase
5 Set- up
4 Open
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Products & Services
Selling Points Lifecycles The following lifecycles break down the parts comprising the selling points for the online store of Hunter Cattle Company.
1
Deliver
Inventory
1
2
7
List product online Relationship
ONLINE STORE
5
2
extension
Selling, and delivering quality service and product to customers.
3
6
Customer purchase
4 5
4 Purchase
Collect product
First impression
ONLINE STORE
Displaying, selling and delivering quality HC product and service.
Document / pack
Find website
3 Browse experience
HC receives order
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Hunter Cattle Signage
Hunter Cattle Marketing Material
Enter Hunter Cattle Tent
Asks questions to employees
Products & Services
Browsing the farmers market
Decides to purchase product
Credit card / cash
Customer’s bag
Pays for product
Puts product in bag
Farmers’ Market
Leaves farmers market
Cook and eat product
Inventory Sheet
Market Total Sheet
Inconsistent customer engagement, customer service, food education Hunter Cattle Marketing Material
Hunter Cattle Signage
“Square” device & iPhone app
Small cooler
Truck & coolers
Large coolers
Small coolers
Tent & table
Empty small coolers
Pack away tent and table
Inventory can be done in “Square” app, not manually.
ARKET
Farmer’s Market operations as it pertains to staff duties.
Sum totals of all payments.
Map - Hunter Cattle Perspective
consistent set up andards, reflects on brand nd customer experience Unload product that will be taken to tent
Answer customer questions
Welcome the customer
Recommendations:
Processes customer payment
Collects product from small cooler
Gives product to customer
Marks on inventory sheet of sold product
Drive back to farm
Prepare for farmers market
•
Implement a process for loading/ unloading meat into coolers.
•
Standardize set up procedures.
•
Engage in informative conversation with customers.
Transport
“Square” processes payment
Load left-over product in large coolers
Take small coolers to truck
Take down tent and table
Transport Transfer left-
Load tent and table into truck
Setup at farmers market Empty large
over product to processing room
Unplug coolers
Potential quality issues are not caught and/or ignored
Setup at farmers market
Coolers are not thoroughly cleaned
Selling product to customers
(ex: open packaging, damaged product, etc.)
Hunter C Signag
Hunter Cattle Signage
“Square” emails customer the receipt
Hunter Cattle Marketing Material Plans to go to
Computer w/ internet access
heck calendar
Inventory sheet
TruckTruck & coolers
Plans to go to farmers market
Travels to farmers market
Browsing the farmers market
Finds parking
Inventory Sheet
Enter Hunter Cattle Tent
Truck & coolers
Truck & coolers
Credit card / cash
Travels to farmers market
farmers market
Calendar
coolers
Asks questions to employees
Browsing the farmers market
Finds parking
Pays for product
Decides to purchase product
Tent & table
Customer
Enter Hu Cattle T
Puts pro
in ba Hunter C Signag
Inconsistent customer engagement, customer service, food education Inventory Sheet
Truck & coolers
Truck & coolers Pack product in coolers, pack tent, table, and supplies
Fill out inventory sheet
Collect product in processing room
Attach inventory sheet to cooler
Time is wasted: fill out inventory sheet before product is packed
Determine inventory requirements
Determine inventory requirements
(from last FM sales)
(from online sales)
Online “Wordpress” order database
Time is wasted: fill out inventory sheet before product is packed
(in back of truck)
Bring product to truck outside
Hunter Cattle Signage
Tent & table Attach inventory sheet to cooler
Fill out inventory sheet
Check cooler temperature
Unload tent and table
Find parking
Unload tent and table
Find parking
Inconsistent set up standards, reflects on brand and customer experience
(ex: open packaging, damaged product, etc.)
Plug in cooler (including online sales)
Inconsistent set up standards, reflects on brand and customer experience
Check cooler temperature
SetPlug up tent and in cooler table
“Square” device & iPhone app
cooler SetSmall up tent and table
Drive to farmers market
Potential quality issues areto Drive not caught and/or ignoredmarket farmers Create new inventory sheet for this farmers market
Hunter Cattle Marketing Material
Unload product that will be taken to tent
Set up cooler
Answer customer questions
Welcome the customer
Welcome custom
Collects product from small cooler
Processes customer payment
Gives pro custom
“Square” processes payment
“Square” custome recei
Unload product that will be taken to tent
Set up cooler
Print inventory sheet FARMERS MARKET Existing Process Map - Hunter Cattle Perspective
Prepare for farmers market
Goal
Paperwork
Clean up
8
1
2
Setup at farmers market
Selling product to customers
Customer Artifacts
Prepare
7
Transport
Plans to go to farmers market
Transport
Travels to farmers market
Finds parking
Browsing the farmers market
Hunter Cattle Signage
Hunter Cattle Marketing Material
Enter Hunter Cattle Tent
Asks questions to employees
Walk-up Customer
Arranging, selling, and delivering quality product to customers.
5 Take down
Computer w/ internet access
Calendar
3
6
Set up
4
Credit card / cash
Customer’s bag
Pays for product
Puts product in bag
Leaves farmers market
Transport
Clean up
Paperwork
Cook and eat product
Inconsistent customer engagement, customer service, food education
FARMERS’ MARKET LIFECYCLE
Transport
Decides to purchase product
Take down
Employee Artifacts
Inventory sheet
TruckTruck & coolers
Inventory Sheet
Truck & coolers
Truck & coolers
Hunter Cattle Signage
Tent & table
Hunter Cattle Marketing Material
Small cooler
“Square” device & iPhone app
Inventory Sheet
Market Total Sheet
Truck & coolers
Large coolers
Small coolers
Tent & table
Empty large coolers
Empty small coolers
Pack away tent and table
Inventory sheet
Inventory can be done in “Square” app, not manually.
Pack product in coolers, pack tent, table, and supplies
Employee
Sell Collect product in processing room
Bring product to truck outside
(in back of truck)
Fill out inventory sheet
Attach inventory sheet to cooler
Sum totals of all payments.
Set up tent and table
Time is wasted: fill out inventory sheet before product is packed
Inconsistent set up standards, reflects on brand and customer experience
Drive to farmers market
Plug in cooler
Check cooler temperature
Find parking
Unload tent and table
Set up cooler
Welcome the customer
Answer customer questions
Collects product from small cooler
Processes customer payment
Gives product to customer
Unload product that will be taken to tent
Employee
Determine inventory requirements (from online sales)
(including online sales)
Online “Wordpress” order database
Print inventory sheet
Take down tent and table
Load tent and table into truck
Marks on inventory sheet of sold product
Submit inventory sheet to manager
Drive back to farm Transfer leftover product to processing room
Unplug coolers
Coolers are not thoroughly cleaned
(ex: open packaging, damaged product, etc.)
(ex: open packaging, damaged product, etc.)
Determine inventory requirements (from last FM sales)
Load left-over product in large coolers
Potential quality issues are not caught and/or ignored
Potential quality issues are not caught and/or ignored
Check calendar
Take small coolers to truck
Create new inventory sheet for this farmers market
Check accuracy of inventory sheet
Sum totals of all markets on “Weekly Market Sheet”
File inventory sheet into folder
Manager
Support Processes
“Square” processes payment
“Square” emails customer the receipt
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Exit - Last opportunity to make a great impression
Extend - Extending your relationship beyond the Farmer’s Market
Products & Services
Farmers’ Market
Credit Card
Bag
Farmer’s Market operations as it pertains to customers.
Recommendations:
Hands credit card to employee
•
Puts credit card in wallet
Opportunity for HC recipes
Puts meat in her purse
Create a more enticing environment for customers.
their own bags information easily visible for customers. Enter - Making a memorable first impression
• Create more informative r - Making a memorable first impression
labels that are aesthetically pleasing.
HC mailing list sheet
Enters price into creditback card Walks through Swipes Walks “Square”Forsyth app. farmer’s Finds parking through farmer’s market
market to find HC
Looks around booth, not much to look at.
Waits and looks at price sheets
Marks on inventory sheet Informs customer Hands meat to Asks how Sees employees Looks around of the product she can Asks signquestions up for grass-fed is Waits and looks busy customer with booth, not mailing aboutlist HC beef better than Cattle booth at price sold sheetsand customer someone else grain fed name much to look at. HC can input all Asks how Takes and Customer asks Customers are not inventory into Asks questions grass-fed is examines how much the greeted immediately about HC beef better than the “Square” app the meat meat is
Gives credit card Finds to Hunter back customer
Price sheets could be more visual and have less letters and numbers
Price sheets Price sheets could be more visual and have less letters Processes and numbers credit
Closing out a sale with someone else
Smiles and welcomes customer
Gives the HC grass-fed meat pitch
FARMERS MARKET
Gives the HC grass-fed meat pitch
Existing Process Map - “Walk-up” Customer Perspective
HC has nothing to show customers to back up this claim. Go to Forsyth farmer’s market website
2
Enter
Read vendor information
Drives to Forsyth farmer’s market
Finds parking
Walks through Forsyth farmer’s market
Walks back through farmer’s market to find HC
Finds Hunter Cattle booth
Sees employees busy with someone else
Waits and looks at price sheets
Customer
Talking with another customer 4 Exit
3
Asks questions about HC beef
Signage is hard to see in the crowd of people
Talking with another customer
Has to double check price sheet
Exit - Last opportunity to make a great impression
Closing out a sale with someone else
Smiles and welcomes customer
Takes and examines the meat
Asks if HC sells anything other than what’s on price sheet
Customer asks how much the meat is Packaging is messy and there is no label to learn details about this meat
Bag
Takes online store flyer
Decides to purchase 2lb of ground beef
Hands credit card to employee
Puts credit card in wallet
Talking with another customer
Puts meat in her purse
Explains the differences between the two
Takes a sample of their meat out of the cooler
Hands meat to customer to see
Has to double check price sheet
“Square” app and iPhone
Online store flyer
Has to double check price sheet
Explains the online ordering process
Signs up for mailing list HC could have their own bags
Meat should be labeled with
Gives online store flyer to customer
Puts meat sample back in cooler
Takes 2lb ground beef pack out of cooler
Enters price into “Square” app.
Swipes credit card
HC has nothing to show customers to back up this claim. Talking with another customer
Gives online store flyer to customer
Extend - Extending your relationship beyond the Farmer’s Market
HC mailing list sheet
Flyer could have more incentive for customer to shop online Gives the HC grass-fed meat pitch
Has to double check price sheet
Opportunity for HC recipes Asks how grass-fed is better than grain fed
Price sheets could be more visual and have less letters and numbers
Employee
Packaging is Takes online messy and store flyer there is no label to learn details about this meat
Hands meat to customer to see
Explains the online ordering process
Has to double check price sheet
Credit Card
Price sheets
HC signage Employee Artifacts
Engage
Looks around booth, not much to look at.
Takes a sample of their meat out of the cooler
HC has nothing to show customers to back up this claim.
Engage - Keeping customers interested
Customers are not greeted immediately
FARMERS’ MARKETS
Selling and delivering quality service and product to customers.
Hands meat to customer to see
Enter - Making a memorable first impression
Customer Artifacts
5
Takes a sample of their meat out of the cooler
Talking with another customer
Entice - Bringing customers to the Hunter Cattle booth
Goal
Extend
Explains the differences between the two
Customer asks how much the meat is
Online store flyer Explains the differences between the two
card payment
Entice
Asks if HC sells anything other than what’s on price sheet
Meat should be labeled with
Packaging is messy and there is no label to learn details about this meat
Price sheets
HC signage Signage is hard to see in the crowd of people
customer
Takes and examines the meat
grain fed
Customers are not greeted immediately
Smiles and welcomes customer
Opportunity Engage - Keeping customers interested for extending relationship through packaging contents
Engage - Keeping customers interested
“Square” app and iPhone
1
Prepares meat for dinner
HC could have
• Have mers to the Hunter Cattle booth
ployees with e else
Opens meat package to cook meat
Signs up for mailing list
Gives credit card back to customer
Hands meat to customer
Marks on inventory sheet of the product sold and customer name
Opens meat package to cook meat
Prepares meat for dinner Opportunity for extending relationship through packaging contents
Ta
Informs customer she can sign up for mailing list HC can input all inventory into the “Square” app
Talking with another customer
Employee
Support Processes
Proccesses credit card payment
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Travels to Hunter Cattle
Parks Car
Walk around for a little while
Enter Mooma’s Store
Asks questions to employees
Collects product from small cooler
Decides to purchase product
Pays for product
Mooma’s Storage
Leaves Mooma’s Store
Building Key
Inventory Sheet
Products Employee & Services
Cook and eat product
Artifacts
Purchase
Hunter Cattle Marketing Material
Hunter Cattle Signage
Moo Ma’s Store Mooma’s Storage
“Square” device & iPhone app
Mooma’s Storage
Product Purchase
Inventory Sheet
Inventory sheet
Open
Check Stock
Moo Ma’s Store as it pertains to operations and customer interactions.
Recorded in Inventory
Item Breaks Or is Missing
Debra
Recommendations:
New Or Replacement Products
Answer customer questions
Welcome the customer
•
Create a formal process for vendor relationships.
•
Standardize inventory management.
•
Provide more room for displays.
•
Kristan Create aesthetically pleasing and informative displays for products.
Processes customer payment
Puts Product in bag. Gives product to customer
Lack of branded artifacts. Open Store Use of generic plastic bags
Kristan to Anthony
Places New Order “Square” processes payment
Karen
Mooma’s Storage
Inventory Sheet
Support Processes
Building Key
“Square” emails customer the receipt
Truck
Inventory sheet
New Vendor Contact Process
Negotiations
Breakdown in inventory management
No formal process for vendor relationships Review Previous Day
Check Stock MOO MA’S STORE
Replace HC sold items
New 3rd P Products A
Open Register
Existing Process Map - Hunter Cattle Perspective
New Or Replacement Products
Close
Paperwork
Goal
8
1
Initial Vendor Contact
7
Initial Vendor Contact
Negotiations
Product Purchase
Open
Hunter Cattle Signage
Customer Artifacts
Plans to go to Farm/Store
2
Negotiations
3
Product Purchase
Customer Purchase
Setup
Travels to Hunter Cattle
Parks Car
Paperwork
Credit card / cash
Walk around for a little while
Enter Moo Ma’s Store
Asks questions to employees
Moo Ma’s Storage
Hunter Cattle Signage
Hunter Cattle Marketing Material
Welcome the customer
Answer customer questions
Decides to purchase product
Collects product from small cooler
Close
Customer’s bag
Pays for product
Leaves Moo Ma’s Store
Cook and eat product
“Square” device & iPhone app
Inventory Sheet
Inventory sheet
Customer
MOO MA’S STORE LIFECYCLE Displaying, selling, and
Moo Ma’s Storage
delivering quality HC product
Customer Purchase
and service.
6
Employee Artifacts
Inventory Sheet
Building Key
Inventory sheet
Open Store Check Stock
5 Setup
4
Debra
Review Previous Day
Replace HC sold items
New Or Replacement Products
Open
Truck
Shelves & tables
New 3rd Party Products Arrive
Placed in Store
Breakdown in inventory management
Open Register
Lack of adequate shelf space and under developed displays
Moo Ma’s Storage
Item Breaks Or is Missing
Recorded in Inventory Processes customer payment
Hunter Cattle Signage
Updates
Hunter Cattle Marketing Material
Inventory sheet
Buiilding Key
Close Inventory
Close Register
Puts Product in bag. Gives product to customer
Open Store
Lack of branded artifacts. Use of generic plastic bags
Kristan
Kristan to Anthony
Close Moo Ma’s
Places New Order Karen
Support Processes
New Vendor Contact Process
Negotiations
Master Freezer Inventory
“Square” processes payment
“Square” emails customer the receipt
No formal process for vendor relationships
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Customer
Products & Services
Online Store
Apparel
Meat Products
HC Website
Products Pictures
Employee Artifacts
The online store as an additional distribution center for Hunter Cattle products and services.
Recommendations:
Update pricing and options in word-press
Determine inventory Represent existing Hunter Cattle products.
•
Employee Load pictures on to word-press
Give sheet to manager
Check apparel inventory
Take pictures of products
Employee
Double check pr and pricing speci accuracy
Double check inventory accuracy Manager
ONLINE STORE Existing Process Map - Hunter Cattle Perspective
Inventory
Goal
List Products Online
Customer Purchase
HC Receive Orders
Collect Products
Document/Pack
Deliver
Final Review
Time
1
Deliver
Inventory
2
7
Computer
Website
Find website from FM website
First impression
Credit Card
Paypal
Accept terms and conditions
Place order using Paypal
Car
Customer Artifacts
List product online
Find online store
Browse
Add products to Cart
Type coupon if available
Specify pickup at FM or store
Drive to FM
Find HC booth
Drive to Moo Ma’s
Tell order or name
Tell order or name
Get receipt
Get order
Drive home
Eat!!!
Customer
ONLINE STORE
Support Processes Displaying, selling and
delivering quality HC product and service
Document/pack
6
3
5 Collect product
4
Apparel
Meat Products
Products Pictures
Employee Artifacts
HC Website
Website
Computer
Website
Inventory Sheet
Freezer
Inventory Sheet
Inventory Sheet
Cooler
Website
Greet customer
Inventory Sheet
Check online inventory sheet
Truck
Pick up from freezer
Freezer
Hand product from freezer
Check inventory sheet
Check off on website
Greet customer
Check sheet online order
Pick up from cooler
Hand over product
Check off sheet
Check off on website
Truck
Inventory Sheet
Website
Drive home
Go over Inventory sheet
Mark off website
Customer purchase Update pricing and options in word-press
Determine inventory
Store at Moo Ma’s
Employee Load pictures on to word-press
Send coupon info to customers by email
Load coupon if necessary
HC received order Check apparel inventory
Give sheet to manager
Take pictures of products
Check website for new orders
Write inventory for new orders
Collect products
Upload current inventory, write on inventory Write orders in master sheet for FM
Get receipt
Employee
Double check inventory accuracy Manager
Support Processes
Double check products and pricing specifications accuracy
Check coupon specifications
Double check online orders in inventory sheet
Word-press plug-in
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Substitutes & Alternatives
2. Substitutes & Alternatives This section includes all comparable and replacement products and services offered in the market landscape. This information shows gaps as well as opportunities for strategic product and marketing decisions.
Content Worksheets:
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Pricing
3. Pricing Pricing is based on the evaluation of several variables including cost, overhead, and margins. This section should be compared to the alternative and substitutes worksheet as well as with the company’s target market worksheet. Included in this section are any current pricing models in place, physical or online.
Content Worksheets:
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Technology & Equipment
4. Technology & Equipment This section includes all support equipment from technology and software to supplies and machinery. This is a list of all the items required for regular business maintenance and those needed for the main product or service.
Content Worksheets:
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Intellectual Property and Uniqueness
5. Intellectual Property and Uniqueness This section highlights product or service differentiation. Legal documents, patents, trademarks or copyrights for any aspect of the product or service offered by the company are included. If there is no legal protection, the company should be sure to include what sets your product or service apart, i.e. how it is different, special or unique.
Content Worksheets:
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6
Marketing & Sales Marketing and sales are key for profitability. Great products and services can be lost due to an underdeveloped or unfocused marketing and sales plan. It is important to remember that this section includes tactics being used to drive future sales and sustain customer loyalty. Contents: 1. Overall Marketing Strategy
6. Sales Force Strategy
2. Market Penetration Strategy
7. Sales Activities
3. Growth Strategy
8. Break Even Point
4. Communication Strategy
9. Strategic Partners
5. Overall Sales Strategy
10. Milestones
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Overall Marketing Strategy
1. Overall Marketing Strategy This section looks at the overall aspects of marketing based on research and the comparative market analysis.
Only when
a marketing strategy is in place can an operational plan be implemented. Therefore, include in this section the overall strategy by defining the elements that should be carried throughout the process. By using objectives and executable actions, provide a map of how you are going to market your products and services to customers.
Content Worksheets: Marketing Funnel Marketing Funnel For Taste Experiencer Segment Marketing Funnel For Sustainable Lifestyle Segment Marketing Funnel For HC Community Segment Marketing Funnel For Economic Segment Marketing Funnel For Healthy Living Segment
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Overall Marketing Strategy
Marketing Funnel Marketing Funnel The Marketing Funnel is a model that focuses on the customer’s towards the The Marketing Funnel is a framework thatjourney focuses on the
customer’s journey towards purchase of a product or service. This model is used in marketing to guide promotional the purchasing of a product or service. This model is used in marketing to guide campaigns targeting different stages of the customer’s journey, from creating “Awareness”
promotional to “Advocacy.”
campaigns targeting different stages of the customer’s journey, from creating Profiles that fit into the funnel’s customers segment “Awareness” to “Advocacy.” Customer Profile
ge Buyer Sta
AWARENESS
The customer notices or perceives the existence of a product or service.
CONSIDERATION
The customer evaluates purchasing the product or service.
PREFERENCE
The customer aspires and/or appreciates the product or service.
PURCHASE
LOYALTY
ADVOCACY
Customer Profile
The customer purchases and uses the product or service.
These boxes indicate individual strategies to help carry customers from one stage of the funnel to another.
The customer falls in love with the product, which leads to the customercontinuing to purchase it.
The customer promotes the product or service through recommendations to other customers.
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Overall Marketing Strategy
Marketing ForTaste Taste Experiencer Segment MarketingFunnel Funnel for Experience Segment For the Taste Experience Segment, the focus should be on marketing activities that promote awareness aboutactivities taste andshould flavor. The desire to For the Taste Experiencer Segment, marketing focus on promoting explore new tastes by demonstrations on how to cook the meat, have awareness about taste and flavor. Consumers can explore Hunter Cattle Company’s a taste in restaurants that use Hunter Cattle’s meat. Finally make a products by learning how to cook the meat through cooking demonstrations or through space for customers to share their experience on taste. restaurants that serve Hunter Cattle Company meats. Customers can then share their
taste experiences through an online avenue.
AWARENESS
Young Professional
e
Senior Professional
BUILD A REPUTATION FOR HC’S PRODUCTs THAT FOCUS ON FLAVOR Confirm to customer that HC product has a good flavor Content - Awards or Review on taste Media - Poster or pictures of awards
CONSIDERATION
Buyer Stag
Elite Trender
TASTE GUIDE Introduce customers to those restaurants that serve HC products to expand their Flavor exploration Content - Restaurant Location & Map, Recommended Menu, Restaurant and Pictures of Food Media - Brochure, Website
PREFERENCE
LET THE FLAVOR TALK Tell customers the possible dishes that can be cooked with HC products. Create partnerships with chefs to promote their restaurant and HC product simultanously Content - Recipe Media - Recipe Flyers, Cooking Instruction Videos on Website, Cooking Class at Farm, Promotion Packaging
PURCHASE
LOYALTY
ADVOCACY
RECIPE SHARING Create a blog for customers to share recipes that are use Hunter Cattle products Content - Food Pictures, Recipe, and Reviews from customers Media - Blog from their Website
REVIEW BULLETIN BOARD Have a bulletin board at Farmers’ Market to let the customers share their experiences with HC Content - Reviews from customers Media - Feedback card or sticky note bulletin board
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Overall Marketing Strategy
Marketing Sustainable Lifestyle Segment Marketing Funnel Funnel forFor Sustainable Lifestyle Segment This funnel gives a guideline on steps to give out the knowledge of to customer, which meets with Sustainable Lifestyle For thesustainability Sustainable Lifestyle Segment, marketing activities should educate the customer segment. It focues more on the opportunities in developing contents, about the benefits of sustainable food. Customers can experience these benefits through partnerships, and activities in the farm. Hunter Cattle Company’s products and education material. Market opportunities lay in
developing content, partnerships, and activities that promote sustainability through Hunter Cattle Company.
Hunter Cattle Neighbor
AWARENESS
GOOD FOOD IS ABOUT SECURITY Emphasize the safety qualities of HC products that support sustainability, health and other benefits. Content - Explanation of what grass-fed and free-range mean including the benefits of meats containing no hormones and no antibiotics. Media - The packaging and labels of the products must reflect the value of grass-fed cattle and free-range chicken and eggs.
e Buyer Stag
CONSIDERATION
PREFERENCE
TRY SOMETHING NEW AT THE FARM Invitate people to experience the farm first-hand to recognize the farm as the source of freshness and quality. Content - Recipes and new products Media - Scheduled cooking classes at the farm, Newsletter.
PURCHASE
PARTNER WITH SUSTAINABLE MOVEMENT Hunter Cattle Company can expand their distribution directly to groups promoting sustainable movement, such as Slow Food, to expand their market Content - HC’s sustainability brand essence, HC’s product facts, and HC’s product benefits Media - Brochure, Fact Book, Storybook, Website
FARMING BEHIND THE SCENES It is important to demonstrate the processes that go into obtaining a valuable product. Content - Explanation of farming methods. Media - Tours at farm with demonstrations. Video explaining farming methods that can be displayed at Moo Ma’s Store as well as in the booth at the various Farmers’ Markets.
MEET & EAT WITH LOCALS Getting to know the consumers at a personal level attracts those who wish to experience the farm first hand Content - The how-to engage in the food community Media - Dinner/Lunch hours for receiving customers. Demonstration of products in the farm for promotion and Q&A session.
LOYALTY
ADVOCACY
REVIEW BULLETIN BOARD Have a bulletin board at Farmer Market to let the customer share their experience with HC Content - Reviews from customers Media - Feedback Card or sticky note Bulletin board
LINK TO SUSTAINABILITY Introduce a group of customers who have sustainable lifestyle, consume HC’s product, and give out the feedback by provide their Website link in HC’s Web page Content - Information of those customers and Link Media - Website
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Overall Marketing Strategy
MarketingFunnel Funnel for HCHC Community Segment Marketing For Community Segment For Hunter Cattle Community segment, we suggest to improve the existing customer.Segment, And also,marketing portray the experience that enhance use For the loyalty Hunter of Cattle Community activities should the to be only in the farm, to the customer in the Farmer Market. loyalty of existing customers and reach out to new customers. The sense of community can be created through events that allow the customer to experience the farm outside the farm, such as at the Farmers’ Market.
Retired
AWARENESS
e Buyer Stag
CONSIDERATION
PREFERENCE
BRING THE FARM TOUR TO THE MARKET The farm experience could be brought directly to the food community through emulating it in another place. Content - Show the farming resources and methods, and show animals. Media - Farm mini-fair
FOOD TO CONSTRUCT COMMUNITY The farm experience is personal but it is also about building a community . Content - Exemplify how efforts at the farm affect the community by highlighting the benefits and values HCC offers. Media - Organize events at the farm, such as dinners, picnics, charity, etc.
PURCHASE
LOYALTY
MOO MA’S MEMBERSHIP Set a loyalty program in Mooma’s Farm Store for customers who buy directly at the farm Content - Loyalty Reward and Promotion Media - Poster, Brochure, E-mail, Direct Mail, Member card
REWARD FOR SHARE Customers get a reward for spreading the word on their experience with HCC and how they use their products. Content - Customer reviews and opinions, as well as their personal how-to Media - Punch card program, Facebook/Twitter coupon, share section on webpage
ADVOCACY 87 Business_Plan2.indd 87
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Overall Marketing Strategy
MarketingFunnel Funnel for Segment Marketing ForEconomic Economic Segment The Economic Segment consists with customers who concerns more on the price and the quality of product they get. In this funnel, it shows For the Economic Segment, marketing activities should inform the target market some strategies on improve the outlook of products, delivery systems, and target customers the value of the products and services offered by Hunter and customer relationship with customers and business. Cattle Company. Strategies to improve the outlook of products and services include
not pictured
standardizing delivery systems, improving distribution channels in which the customer can access the products easier, and personalized relationships with customers and businesses.
AWARENESS
ge Buyer Sta
CONSIDERATION
PREFERENCE
Other Farmer
Student
Restaurant Owner
MAKE GOOD LOOKING MEAT Informs the customer that the image of HC meat is compatible with its essential benefitsand tastes Content - Benefit of meat, Brand image of high quality meat as a prestigious product Media - Packaging, Brand, Advertising
DELIVERED FARM EXPERIENCE TO RESTAURANT OWNERS AND CUSTOMERS The farm experience could be brought to the customer as a delivered experience. Content - Back to basic/ Authentic approach of Hunter Cattle Media - Delivery Wagon, which adds experience value to delivery service
PURCHASE
LOYALTY
ADVOCACY
BACK TO THE OL’ DAY EVENT Give experience to the customer about family farm business directly at the farm Content - Back to basic/ Authentic approach of Hunter Cattle Media - Workshop on farm with volunteers
TASTE GUIDE Introduce customers to those restaurants that serve their products, to expand their taste exploration Content - Restaurant Location & Map, Recommended Menu, Restaurant and Food Pictures Media - Brochure, Booklet, Website
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Overall Marketing Strategy
Marketing Funnel forHealthy Healthy Living Marketing Funnel For LivingSegment Segment Health is one of the main reason of customers to purchase on Hunter Cattle’s product. This funnel shows the strategies to embrance the For the Healthy Living Segment, marketing activities should promote the benefits of benefit on health, how Hunter Cattle’s product can fit to customer’s health through grass-fed cattle and free-range chicken and eggs. Some strategies include behavior, and improve the distribution channel for customer can get educatingthe theproduct customers how Hunter Cattle Company’s products and services can fit with easier. customer’s behavior and lifestyles. Housewife
AWARENESS
Buyer Sta
ge
CONSIDERATION
EXPAND HC PRODUCT INTO MORE ORGANIC STORES Create awareness for customers that HC products are healthy and sustainable Content - Grass-fed beef, Free-range chicken and eggs, Educational information EDUCATING BENEFITS OF HC Media - Packaging, Brochure, Tag PRODUCTS ON CONSUMER HEALTH Give the customers knowledge about the benefit of HC product based on health and family Content - Nutritional Data Media - Secondary Packaging with data, Label, Information on Website
Educator
HC AS SPECIAL DIET Demonstrate how HC’s product can fit in a special diet program by creating suggested meal plans Content - Suggested meal plans Media - Website, Brochure, Bulletin Board
PREFERENCE
PURCHASE
IMPROVE HC ONLINE STORE Since HCC has a limited physical market, it is beneficial if HC has an effective online store that customer can access anytime Content - Product, Price, Promotion, and Service Media - Website, Phone call
LOYALTY
ADVOCACY 89 Business_Plan2.indd 89
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Market Penetration Strategy
2. Market Penetration Strategy This section should compile advertisements of the business’s products and services. These advertisements can be utilized to promote the brand or product. Internal and external objectives as well as developing trends will show the company’s understanding and competency of current marketing tools.
Content Worksheets:
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Growth Strategy
3. Growth Strategy The strategy for building your business might include an internal strategy such as how to increase your human resources, an acquisition strategy such as buying another business, a franchise strategy for branching out, a horizontal strategy where you would provide the same type of products to different users, or a vertical strategy where you would continue providing the same products but would offer them at different levels of the distribution chain.
Content Worksheets: External Development Lifecycles Client Relationships Blueprint
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Growth Strategy
External Development Lifecycles The following lifecycle breaks down the parts comprising the external development for the client relationships and Hunter Cattle Company’s representation within these relationships. These cycles highlight the main components of each activity and the link between the two. These visualizations are important in mapping out the detailed process for each lifecyle.
Customer purchase
Client display
8
1
Initial contact
2
7
Negotiation
Relationship extension
Customer purchase
8
1
Negotiation
2
7
Setup in store
Deliver
CLIENT RELATIONSHIP
HC REPRESENTATION
Arranging, selling, and delivering quality product to clients.
Appropriately displaying and selling HC product.
3
6
Client places order
Browse product
3
6
Employee training
5 Document / pack
4 Collect product
5 First impression
4 Interest in food
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Growth Strategy
Client Relationships CLIENT RELATIONSHIP CLIENT RELATIONSHIP
Gives farm tour Client for continued negotiation
Existing Process Map - Hunter Cattle Perspective Existing Process Map - Hunter Cattle Perspective
Asks for estimated relationships as they needs
pertain to Hunter Cattle. Initial Contact
Goal
Initial Contact
Goal
Need request Proposes delivery fits with HC schedule based off production of product need capacity Negotiation Negotiation
Receives estimated product need
Recommendations: •
Standardize how information Vendor isPotential presented to clients. Request Potential Vendor Request Information (phone/email) Customer Artifacts
•
how is this Standardize methods for delivering samples to clients. information
•
Evaluate current fulfillment capacity.
Customer Artifacts
Negotiation
New Vendor
2
Negotiation Existing
TIONSHIP
nts.Client places
order
Product pricing, deliver day, frequency
Employee Artifacts
ity product
3
Request samples
are available
are available
pick up
is delivery schedu and frequency setup for best efficiency or tied other deliveries? Decides to visit Gives estimated farm for sample product need pick up
Takes samples for Visits farm testing later
could there be something that keeps production capacity update?
Existing Vendor
Vendor
lling, and
received and shared?
Requests Requests Interested in using information Decides information Decides Interested in using Receives Receives or selling HC on pricing andor selling HC Request samplesinformation fits on pricing andinformation fits information product delivery schedule/product with expectation information delivery schedule/ with expectation frequency frequency New Vendor
Initial contact
how is this information received and shared?
is there an evaluation process for looking at the production ???? Decidescapacity? to visit Notified samples Notified samples farm for sample Visits farm
Sample Request (phone/email)
Sample Request (phone/email)
Information (phone/email)
Product pricing, deliver day, frequency
Employee Artifacts how is this information received and shared?
Client places order
Inventory Sheet
Sample Request
Inventory Sheet
Sample Request
how is this information received and Given list for samples to collect shared?
Goes to processing room for samples
Updates inventory Collects samples sheet Given list for Goes to processing samples to collect room for samples
Stores samples in fridge in Moo Ma’s Collects samples
Updates inventory sheet
Stores samples in fridge in Mooma’s
Employee what are samples “collected” in?
Employee
what are samples “collected” in?
Collect product Employee
Employee Contacted via phone of email for information Manager
Manager
Support Processes
Support Processes
CLIENT RELATIONSHIP
Gives sample Receives sample Sends information request to Jason request via phone to vendor to collect from or email Contacted via processing room Receives sample Sends information phone of email request via phone to vendor for information or email is the request how is this evaluated information against determined? is the request how is this whether the evaluated information vendor is right against determined? ???? for HC? whether the vendor is right could this be for HC? automated?
Contacts vendor for sample exchange arrangements
Notified samples are collected
Gives sample request to Jason to collect from processing room
Notified samples are collected
how are samples exchanged?
Gives farm tour for continued Contacts vendor negotiation for sample exchange arrangements
Asks for estimated needs
Gives farm tour for continued negotiation
how are samples exchanged?
????
Existing Process Map - Hunter Cattle Perspective
Goal
Initial Contact
Customer Artifacts
purchase
Interested in using or selling HC product
Initial
Customer
8
1
contact
New Vendor
Negotiation
Potential Vendor Request Information (phone/email)
Order Request (phone/email)
Estimated Needs (phone/email)
Client
2
7
Negotiation
Collect Product
Document and Pack
Deliver
Order Request (phone/email)
Requests information on pricing and delivery schedule/ frequency
Decides information fits with expectation
Receives information
Notified samples are available
Request samples
Decides to visit farm for sample pick up
Visits farm
Gives estimated product need
Takes samples for testing later
Test samples by different preparation methods
Likes samples
Sends estimated product need via phone call or email
Receives delivery schedule based off of product need
Agrees to schedule
Received deliver of product
Existing Vendor
Product pricing, deliver day, frequency
Arranging, selling, and to clients.
6
3
Employee Artifacts
Client places
5 Document and pack
4
Inventory Sheet
Sample Request
how is this information received and shared?
order
Given list for samples to collect
Goes to processing room for samples
Collects samples
Updates inventory sheet
Handwrites pricing on existing printed 8.5x11 sheet
packaging of HC product Places product order for next delivery cycle
Delivery Order
Truck & Coolers
Stores samples in fridge in Moo Ma’s
Receives delivery list for collection
Checks that product for order is available
Sees there is not enough for product order
Notifies manager of lack of product
Collect product in processing room from 1 week reserve supply
Bring product to truck outside
Pack product in coolers (in back of truck)
Inventory Sheet
Fill out inventory sheet
Attach inventory sheet to cooler
Plug in cooler
Truck & Coolers
Truck & Coolers
Check cooler temperature
Drives to vendor location
Realizes needs more than ordered for the rest of the week
first time vendor (and existing) should get “display” material
Unloads truck at vendor location
Places call to HC for special order and delivery.
Received deliver of product
Puts product in kitchen fridge
Unloads truck at vendor location
Drives back to farm
Customer Purchase
Customer Pricing List
Puts product into display cooler w/ Savannah River Farms
Received deliver of product
Receives call for product order
CLIENT RELATIONSHIP delivering quality product
Deliver
Client Display
“Daily Specials” Signboard
Delivery Orders
places product order for next delivery cycle
should be a credit check and contract of terms
display
could this be automated?
Client places order
Sample Request (phone/email) how is this information received and shared?
Updates daily menu to reflect HC special
Cashier is asked by customer about HC over Savannah River Farms
there is no follow-up on how HC is representedGets an order from a customer for the daily special
Cashier only knows a little bit about both
Cashier says the two are about the same
retailers are unable to speak about HC product or company
Sells HC product to customer
no education about why HC is different or better
Delivery Order
Leaves for next location
Unloads truck at vendor location
Drives back to farm
Personally collects product order
Drives to vendor location
Employee what are samples “collected” in?
Collect
Calls or emails to find out order for next delivery cycle
product
Receives product order
Employee
Contacted via phone of email for information
Sends information to vendor
Receives sample request via phone or email
Gives sample request to Jason to collect from processing room
Notified samples are collected
Support Processes
how is this information determined?
Contacts vendor for sample exchange arrangements
Gives farm tour for continued negotiation
Asks for estimated needs
Receives estimated product need
Need request fits with HC production capacity
how are samples exchanged?
Proposes delivery schedule based off of product need
if this doesn’t happen often there is an “emergency” delivery
Receives product order via phone or email
Creates delivery list for collecting
????
???? could this be automated?
how is delivery schedule communicated to drivers?
how does the truck get gas or how is the truck prepped to leave
what is the checking process for vendor that order was correct?
Passes delivery list to the processing room for collection Notified of production shortage
what else is happening as part of delivery? is there an opp. for something else to happen?
Checks packed order
Receives product order
now what happens?!!
Manager is the request evaluated against whether the vendor is right for HC?
is there a checklist needed for this portion of the process?
what happens if it’s not?
is there an evaluation process for looking at the production capacity?
is delivery schedule and frequency setup for best efficiency or tied to other deliveries?
could there be something that keeps production capacity update?
????
???? could this be automated?
does this happen?!
what is the “confirmation” for order?
how are payments made in this process?
???? could this be automated?
???? could there be an automatic notice is quantities are low?
could received delivery be automatic confirmation?
what is the process for handling these special orders? is there an extra delivery charge? is the additional paper work?
what effect does this have on inventory and planning for the next week’s production?
does this get factored into other deliveries? what are the options for getting special orders out without added measures?
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Growth Strategy
Client Relationships
Client places order
Order Request (phone/email)
Collect Product
Recommendations: Receives delivery schedule based off of product need
•
Pack product Standardize client inventory management. Bring product to in coolers Fill out
•
truck outside (in back inventory sheet sheet to cooler and contract Standardize methods forof delivering products to clients. truck) Places product of terms
•
delivery cycle Standardize display of Hunter Cattle product in clients’ business.
•
checklist Educate clients about Hunter Cattle product.
Attach inventory
should be a credit check
Check cooler temperature
Drives to vendor location
Receives call for product order
Plug in cooler
is there a
needed for this portion of the process?
Receives delivery list for collection
Sees there isChecks not enoughpacked for product order order
Checks that product for order is available
does this happen?!
what happens if it’s not?
Receives product order via phone or email
Unloads truck at vendor location
how does the truck get gas or how is the truck Inventory Sheet to prepped leave
how is delivery schedule communicated to drivers?
Delivery Order
Truck & Coolers
Collect product in processing room from 1 week reserve supply
Notifies manager of lack of product
Calls or emails to find out order for next delivery cycle
now what happens?!!
Proposes delivery schedule based off of product need
Checks that product for order is available
Sees there is not enough for product order Pack product in coolers
Bring product to truck outside
Collect product in processing room from 1 week reserve supply
Notifies manager of lack of product
Fill out inventory sheet
what (in back happens of if truck) it’s not?
Attach inventory sheet to cooler
Fill out inventory sheet
Receives product
Plug in cooler
is there a Check cooler temperature order checklist needed for this portion of the process?
is there a checklist needed for this portion of the process?
Passes delivery list to the processing room for collection
Creates delivery list for collecting
if this doesn’t happen often there is an “emergency” delivery
Notified of production shortage
Checks packed order
????
could received does this happen?! delivery be automatic confirmation?
what is the “confirmation” for order?
????
????
could there be something that keeps production capacity update?
Pack product in coolers (in back of truck)
Bring product to truck outside
Receives product order
how are payments made in this process?
is delivery schedule and frequency setup for best efficiency or tied to other deliveries?
Leaves for next location
what is the what else is checking happening process for as part of vendor that delivery? is Truck & Coolers Inventory Sheet Truck & Coolers order was there an opp. correct? for something else to happen?
now what happens?!!
is there an asses delivery list to theevaluation cessing room for collection process for looking at the production ???? capacity?
Delivery Order
order for next
Receives delivery list for collection
Need request fits with HC production capacity
Truck & Coolers
places product order for next delivery cycle
Agrees to schedule
Collect product in processing room from 1 week reserve supply
Truck & Coolers
Places call to HC for special order Document and Pack and delivery.
first time vendor (and existing) should get “display” material
Order Request (phone/email)
Truck & Coolers to Hunter Cattle. Inventory Sheet Client relationships as they pertain
Realizes needs more than ordered for the rest of the week
Received deliver of product
????
could thisNotified be of production automated? shortage
could this be automated?
could there be an automatic notice is quantities are low?
Checks packed order
now what happens?!! does this happen?!
on” for order? CLIENT RELATIONSHIP Existing Process Map - Hunter Cattle Perspective
Goal
Initial Contact
????
purchase
Client
Interested in using or selling HC product
Initial
Customer
8
1
contact
New Vendor
2
7
Negotiation
display
Negotiation
Potential Vendor Request Information (phone/email)
Customer Artifacts
Client places order
Sample Request (phone/email)
Order Request (phone/email)
Estimated Needs (phone/email)
Collect Product
Document and Pack
Deliver
Order Request (phone/email)
Requests information on pricing and delivery schedule/ frequency
Decides information fits with expectation
Receives information
Notified samples are available
Request samples
Decides to visit farm for sample pick up
Visits farm
Gives estimated product need
Takes samples for testing later
Test samples by different preparation methods
Likes samples
Sends estimated product need via phone call or email
Receives delivery schedule based off of product need
Agrees to schedule
could there be an automatic notice is quantities are low?
places product order for next delivery cycle
Places product order for next delivery cycle
Received deliver of product
Existing Vendor
Product pricing, deliver day, frequency
Arranging, selling, and to clients.
6
3
Employee Artifacts
Client places
5 Document and pack
4
Inventory Sheet
Sample Request
how is this information received and shared?
order
Given list for samples to collect
Goes to processing room for samples
Collects samples
Updates inventory sheet
Handwrites pricing on existing printed 8.5x11 sheet
packaging of HC product Receives call for product order
Delivery Order
Truck & Coolers
Stores samples in fridge in Mooma’s
Receives delivery list for collection
Checks that product for order is available
Sees there is not enough for product order
Notifies manager of lack of product
Collect product in processing room from 1 week reserve supply
Bring product to truck outside
Pack product in coolers (in back of truck)
Inventory Sheet
Fill out inventory sheet
Attach inventory sheet to cooler
Plug in cooler
Truck & Coolers
Truck & Coolers
Check cooler temperature
Drives to vendor location
Realizes needs more than ordered for the rest of the week
first time vendor (and existing) should get “display” material
Unloads truck at vendor location
Places call to HC for special order and delivery.
Received deliver of product
Puts product in kitchen fridge
Unloads truck at vendor location
Drives back to farm
Customer Purchase
Customer Pricing List
Puts product into display cooler w/ Savannah River Farms
Received deliver of product
should be a credit check and contract of terms
CLIENT RELATIONSHIP delivering quality product
Deliver
Client Display
“Daily Specials” Signboard
Delivery Orders
how is this information received and shared?
Updates daily menu to reflect HC special
Cashier is asked by customer about HC over Savannah River Farms
there is no follow-up on how HC is representedGets an order from a customer for the daily special
Cashier only knows a little bit about both
Cashier says the two are about the same
retailers are unable to speak about HC product or company
Sells HC product to customer
no education about why HC is different or better
Delivery Order
Leaves for next location
Unloads truck at vendor location
Drives back to farm
Personally collects product order
Drives to vendor location
Employee what are samples “collected” in?
Collect
Calls or emails to find out order for next delivery cycle
product
Receives product order
Employee
Contacted via phone of email for information
Sends information to vendor
Receives sample request via phone or email
Gives sample request to Jason to collect from processing room
Notified samples are collected
Support Processes
how is this information determined?
Contacts vendor for sample exchange arrangements
Gives farm tour for continued negotiation
Asks for estimated needs
Receives estimated product need
Need request fits with HC production capacity
how are samples exchanged?
Proposes delivery schedule based off of product need
if this doesn’t happen often there is an “emergency” delivery
Receives product order via phone or email
Creates delivery list for collecting
????
???? could this be automated?
how is delivery schedule communicated to drivers?
how does the truck get gas or how is the truck prepped to leave
what is the checking process for vendor that order was correct?
Passes delivery list to the processing room for collection Notified of production shortage
what else is happening as part of delivery? is there an opp. for something else to happen?
Checks packed order
Receives product order
now what happens?!!
Manager is the request evaluated against whether the vendor is right for HC?
is there a checklist needed for this portion of the process?
what happens if it’s not?
is there an evaluation process for looking at the production capacity?
is delivery schedule and frequency setup for best efficiency or tied to other deliveries?
could there be something that keeps production capacity update?
????
???? could this be automated?
does this happen?!
what is the “confirmation” for order?
how are payments made in this process?
???? could this be automated?
???? could there be an automatic notice is quantities are low?
could received delivery be automatic confirmation?
what is the process for handling these special orders? is there an extra delivery charge? is the additional paper work?
what effect does this have on inventory and planning for the next week’s production?
does this get factored into other deliveries? what are the options for getting special orders out without added measures?
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Communication Strategy
4. Communication Strategy The business should understand consumer desires and the expectations of a company to fulfill those desires. Identifying the avenues in which and how to reach customers is essential for a business’ success. Included in this section is a combination of tools and tactics that can be used to achieve this communication and meet the objectives set forward in the overall strategy. These tools and tactics are promotions, advertising, public relations, personal selling, and printed materials such as brochures, catalogs, flyers, etc.
Content Worksheets:
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Overall Sales Strategy
5. Overall Sales Strategy This section displays how you plan to sell a product or service. It differs from the marketing strategy since the strategy focuses on the transaction of the sale instead of the perception of the product. This section includes the activities and contacts your sales strategy will use to promote your products and services.
Content Worksheets:
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Sales Force Strategy
6. Sales Force Strategy The sales force strategy includes the company’s plan for sales personnel. The strategy should include a plan for recruiting and hiring the sales force and detail the training procedure and compensation for these employees.
Content Worksheets: Employee Handbook (Not Shown)
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Sales Activities
7. Sales Activities After defining your company’s overall sales strategy, it is important to break down each sales activity. This includes mapping each activity’s process from marketing of the product to the final sale transaction.
Content Worksheets:
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Break Even Point
8. Break Even Point This section shows the break even point which is the point in which the cost of goods sold and overhead are equal to profit. This occurs after quota of products has been sold and the business is operating at a profit.
Content Worksheets: Break Even Point Graph
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Break Even Point
Break Even Point Graph Price (# of Units) = Variable Cost (# of Units) + Fixed Costs + Profits • •
Break Even: the number of units or price at which total costs
•
Price: amount charged for each unit.
equal revenue.
•
Variable Costs: reoccurring costs associated with each unit
Fixed Costs: cost that stays the same regardless of the number
produced.
of units sold.
e
om nc
I
ts Cos
Break Even Point
Loss
Variable Costs
Profit Fixed Costs
Output 100 Business_Plan2.indd 100
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Strategic Partners
9. Strategic Partners This section includes a list of current and future partners. This should include in what capacity those partnerships occur.
Content Worksheets: Stakeholder Map Stakeholder Relationship Map
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Strategic Partners
Stakeholder Map people,
OY PL
companies,
EM
and organizations linked to Hunter
MEDIA
Y
A
IS TA N
KR
AN
THE B ANK
T IAN EGIC CE S
RIVER FARM
ACAD EM I N S T ITUT IC IONS
OR
WELL FED WJCL N THE SU E S: YOU’R ME RN N WELCO H TE E NA IN YD SAVAN HA A NAH SAVAN GI N & OR ER S TS TASTE GE UTH EER JEC MAG T SOUTH SO N RO L Y K WEL LU P E IT NS THE IN E VO IC AGAZIN UN IO RV SAV. M M T SE NAH M IZA SAVAN EWS CO AN ING N MORN G
HUNTER CATTLE COMPANY
5S TH POT LE RIVE F OCI FA RA L ’S HE RM B I RB AG C BR HA B SHO BR IGHT ELL P A ER A M SS D PO OO ERIE AY N L K ISL ’S RIV 529 N AN PR ER FL OUR D NA ODU A IS C FA T CR H SOTURA E RM EE REVIVAL K L APS L E R GR O FOODS EE S NA DGE F N T RE OG EM TRU URA EC L C A GEORGIA HE EM NM K FL ILL IP EA BUFFALO FL TM OP TIK ARK ST ET IB SAVANNAH AR A RA
LL
STRY INDU TS R EXPE
SHARE HOL INVES DERS/ TORS
DE
avenues, partners and areas of growth.
ON
company’s
TH
the
L
of
DE
understanding
BR
many partners and creates a holistic
L
B DI OA RE RD CT O OR F S
Cattle Company to visualize their
E RO CTO GE R: R
A E OAK WHIT RES ON S U SI ON PAST ES TI E AR OF CIA LF PR SO N EL W W AS O AL GR IM A N GI AN CA OR RI ED E SF GE L AM AS TA C GR AS NI S CO GA ER OR OW GR
Cattle Company. This allows Hunter
SISCO RA DESTINY ORGANICS D WN FARM BOX HA B AS BO TH LOCAL ORGANIC SE Y D MOTHERS CO LL WI IS R CH ICK TR PA VID DA O B DY D TE NN JE EN R KA SON JA
LL
HI
AH NN A V D SA ON HM C E I R ILL SV E N HI ICK SW N U RO BR BO ES D T A EA ST NH O LT HI AL
COMPETITORS
S
includes
GO RE VER GU NM LA E TIO NT U NS IN SP SDA
S EE
ER
map
PROSPECTS
This
SCAD GEOR SOUT GIA HERN GEOR GIA S TATE UNIV ERSI T GEOR Y OF GIA
traditional list of stakeholders.
SU PP LI
The stakeholder map is a graphic of a
R NE C GE BLI PU
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Strategic Partners
Stakeholder Relationship Map This map takes a standard stakeholders
business relationships
map and elaborates on the connections between each. This allows a business to see
freeman’s mill
the involvement, strength, and direction
flip flop tiki house
flat creek lodge
distributors fra li gourmet
of each relationship. Maintaining this map allows a business to make more strategic
farm box
ogeechee meat market
herb shop
farmers natural
island natural moon river brewery
decisions when extending or forming new relationships.
distributors
brighter day
b&g honey farm
brasserie 529
polk’s produce
cha bella
5 spot
on
ip
reacti
+$ expo
sure
requests
produc t
thrive
g
n ro st
hunter cattle
r
teddy moomaw’s & barn lofts
web & farmers market
hayden
intern events/farm
interchangable point of contact
farm and processing
farm hand processing farm hand processing
will
anthony del
number 2
farm hand processing
chris
debra kristan
general/events management
book keeping
ality
bran
green truck pub
free
uests
l req
specia
bob
ip
tionsh l rela
na perso graphic design
leoci’s
ge vanta d ad ice r p ct @ rodu lue ity p d va qual ran hc b s e imiz it t g le nden depe ved
ie perc
form
farm foreman
farm hand processing
ary
por
tem
different perceptions of farm needs
fluctuating dynamic based on sibling relationship
jason
patrick
regulations real estate
“un
events planning & coordination
karen store management
/ tise per del” l mo ia ic off
g ex
rin
sha
jenn
cody
nourish soap dge
wle kno
ashandra
seth
sh
on
i at el
enabling partnerships
d
lance
unba
farm hand processing
david
farm hand processing
bo
scad
volunteers
farm hand processing
organic csa mothers (?)
georgia southern csa
enhancing partnerships
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Milestones
10. Milestones This section includes past milestones of events that have contributed to the success or current position of the company.
Content Worksheets: Milestones Timeline
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Milestones
Milestones Timeline By seeing past milestones and reaching for new ones, Hunter Cattle Company can strive for a balance between stability and growth.
2012:
Partnered
with
Leoci’s
to
produce hand-crafted sausages
2002: Bought
Brooklet
and charcuteries property and
outside
began
of
raising
cattle
2008:
First appearance at farmer’s markets
2003: Pulled first hefers
2010:
Began selling meat to Leoci’s
2013:
Announced “Flavor of Georgia” winner for pork sausage 105 Business_Plan2.indd 105
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7
Funding When outlining funding requirements, include the amount you require now and the amount you require in the future. Also include the time period each request will cover, the type of funding needed (e.g., equity, debt), and the terms needed to apply. Based on the current business structure and owner equity, the funding requirements for Hunter Cattle Company are illustrated in this section. Contents: 1. Current Funding Requirements 2. Future Funding 3. Strategic Financial Plan
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Current Funding Requirements
1. Current Funding Requirements This section should include a breakdown of the business’s current funding, including every source and any debt or liabilities currently on the record.
Content Worksheets: Balance Sheet* Profit & Loss Sheet* Cash Flow Statement* Income Statement*
*Denotes content is within the digital folder 107 Business_Plan2.indd 107
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Future Funding
2. Future Funding Include in this section any business growth plans or activities that will require future funding. This section should also include how this capital will be used, capital expenditures, working capital, and how the capital will be recouped and repaid.
Content Worksheets:
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Strategic Financial Plan
3. Strategic Financial Plan This section gives an overview of the direction of the company from a financial perspective, including financial plans for the future such as a buyout, debt repayment plans, or selling your business. It shows how the finances will be used to create the most value for the company.
Content Worksheets:
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8
Financial Projections The financial projections section should be developed after you’ve analyzed the market and set clear objectives in order to allocate resources efficiently. While predicting the future is impossible, these projections are based on research, market trends and past company performance.
This section will illustrate what could
happen in a number of different scenarios. The following is a list of the critical financial statements to include in your business plan packet. Contents: 1. Future Financial Projections 2. Scenarios 3. Exit Strategy 110 Business_Plan2.indd 110
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Future Financial Projections
1. Future Financial Projections This section uses income statements to formulate projections for near to midterm goals. This should be based on basic financial statements such as cash flow, income statement, balance sheet, and profit and loss statements.
Content Worksheets:
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Scenarios
2. Scenarios Financial projections are mostly based on historical financial data. Data scenarios can be created around possible future events or trends by providing context to the financial projections the company creates.
Content Worksheets:
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Exit Strategy
3. Exit Strategy Planning for the future is important, this includes planning a way out for the business or of the business. While most strategies include growth and expansion aspirations, it is wise to acknowledge the scenario where major stakeholders must leave or, in some instances, the business must exit a market completely.
Content Worksheets:
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9 Appendix Contents: 1. Maps 2. Additional Resources
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Appendix
Maps HC Internal Relations........................................................................................16
Farmers’ Market Distribution In The US...................................................48
Internal Structure Lifecycle...........................................................................17
Emerging Agricultural Trends.......................................................................50
Human Resources Blueprint..........................................................................18
Certifications.......................................................................................................52
2007 Census of Agriculture: Small Farms.........................................22-23
USDA......................................................................................................................53
Competitor Analysis.........................................................................................24
USDA Regulations..............................................................................................54
Competitor Analysis Framework.............................................................. 25
Customer Opportunity Map...........................................................................56
Competitor Analysis: Product & Price........................................................26
Customer Opportunities..........................................................................57-58
Competitor Analysis: Place & Promotion..................................................27
SWOT......................................................................................................................59
Company Profiles.......................................................................................29-34
SWOT Analysis For HC..............................................................................60-61
Company Profiles: Community & Service Variety 2x2 Map................35
Generic Distribution Map................................................................................63
Company Profiles: Presentation & Quality 2x2 Map..............................36
The Farm...............................................................................................................67
Customer Profiles.......................................................................................38-43
Revenue Streams Lifecycles..........................................................................69
Customer Profile Cluster.................................................................................44
Core Services Blueprint...................................................................................70
Customer Segments....................................................................................45-46
Farm Events Blueprint.....................................................................................71
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Appendix
Maps Selling Points Lifecycles...........................................................................72-73
Stakeholder Relationship Map.................................................................. 103
Farmers’ Market Blueprint.....................................................................74-75
Milestones Timeline.......................................................................................105
Moo Ma’s Store Blueprint...............................................................................76 Online Store Blueprint.....................................................................................77 Marketing Funnel...............................................................................................84 Marketing Funnel For Taste Experiencer Segment...............................85 Marketing Funnel For Sustainable Lifestyle Segment.....≠....................86 Marketing Funnel For HC Community Segment.....................................87 Marketing Funnel For Economic Segment...............................................88 Marketing Funnel For Healthy Living Segment.....................................89 External Development Lifecycles................................................................92 Client Relationships Blueprint...............................................................93-94 Break Even Point Graph................................................................................100 Stakeholder Map.............................................................................................102
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Appendix
Additional Resources •
Business Plan: http://www.sba.gov/category/navigation-structure/startingmanaging-business/starting-business/how-write-business-plan
•
2007 Census of Agriculture Fact Sheets (Demographics, Economics, Farm Numbers, Geographic, Practices, Production): http://www.agcensus.usda.gov/index.php
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CONTENT CREATED, DEVELOPED AND COMPILED BY:
DMGT 720 Spring 2013 Design Innovation Development and Marketing Strategies
Atthaves Borriraklert Laura Campos Michael Denman Phillip Evans Alexandra Jackson Liu Xin
Carol Lora JaKenna Martin Priscila Mendoza Mariana Ortiz Reyes Lauren Peters Diane Seaver
Bhavika Shah Sun Tianjie Nathan Sundberg Wang You Zhang Haoting Professor Verena Paepcke-Hjeltness
Courtesy of the School of Design Savannah College of Art and Design
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