HCC Deliverable Business Handbook

Page 1

• H U N T E R

C A T T L E

C O . •

BUSINESS • H A N D B O O K •

1 Business_Plan2.indd 1

5/28/13 11:22 AM


2 Business_Plan2.indd 2

5/28/13 11:22 AM


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

3 Business_Plan2.indd 3

5/28/13 11:22 AM


4 Business_Plan2.indd 4

5/28/13 11:22 AM


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.

5 Business_Plan2.indd 5

5/28/13 11:22 AM


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.

6 Business_Plan2.indd 6

5/28/13 11:22 AM


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.

7 Business_Plan2.indd 7

5/28/13 11:22 AM


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.

8 Business_Plan2.indd 8

5/28/13 11:22 AM


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

9 Business_Plan2.indd 9

5/28/13 11:22 AM


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.

10 Business_Plan2.indd 10

5/28/13 11:22 AM


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

11 Business_Plan2.indd 11

5/28/13 11:22 AM


Business Entity

1. Business Entity State the company’s legal business entity type including the record and legal status.

Content Worksheets:

12 Business_Plan2.indd 12

5/28/13 11:22 AM


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

13 Business_Plan2.indd 13

5/28/13 11:22 AM


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.

14 Business_Plan2.indd 14

5/28/13 11:22 AM


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

15 Business_Plan2.indd 15

5/28/13 11:22 AM


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

16 Business_Plan2.indd 16

5/28/13 11:22 AM


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

17 Business_Plan2.indd 17

5/28/13 11:22 AM


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?

18 Business_Plan2.indd 18

5/28/13 11:22 AM

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:

19 Business_Plan2.indd 19

5/28/13 11:22 AM


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

20 Business_Plan2.indd 20

5/28/13 11:22 AM


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

21 Business_Plan2.indd 21

5/28/13 11:22 AM


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%

22 Business_Plan2.indd 22

5/28/13 11:22 AM


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

23 Business_Plan2.indd 23

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

25 Business_Plan2.indd 25

5/28/13 11:22 AM


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

26 Business_Plan2.indd 26

5/28/13 11:22 AM


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

27 Business_Plan2.indd 27

5/28/13 11:22 AM


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

28 Business_Plan2.indd 28

5/28/13 11:22 AM


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

Business_Plan2.indd 29

5/28/13 11:22 AM


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

30 Business_Plan2.indd 30

5/28/13 11:22 AM


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

Business_Plan2.indd 31

5/28/13 11:22 AM


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

32 Business_Plan2.indd 32

5/28/13 11:22 AM


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

Business_Plan2.indd 33

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

37 Business_Plan2.indd 37

5/28/13 11:22 AM


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.

38 Business_Plan2.indd 38

5/28/13 11:22 AM


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

39 Business_Plan2.indd 39

5/28/13 11:22 AM


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

40 Business_Plan2.indd 40

5/28/13 11:22 AM


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

41 Business_Plan2.indd 41

5/28/13 11:22 AM


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

42 Business_Plan2.indd 42

5/28/13 11:22 AM


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

43 Business_Plan2.indd 43

5/28/13 11:22 AM


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

44 Business_Plan2.indd 44

5/28/13 11:22 AM


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

45 Business_Plan2.indd 45

5/28/13 11:22 AM


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.

46 Business_Plan2.indd 46

5/28/13 11:22 AM


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.

47 Business_Plan2.indd 47

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

49 Business_Plan2.indd 49

5/28/13 11:22 AM


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.

50 Business_Plan2.indd 50

5/28/13 11:22 AM


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

51 Business_Plan2.indd 51

5/28/13 11:22 AM


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.

52 Business_Plan2.indd 52

5/28/13 11:22 AM


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

53 Business_Plan2.indd 53

5/28/13 11:22 AM


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.

54 Business_Plan2.indd 54

5/28/13 11:22 AM


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

55 Business_Plan2.indd 55

5/28/13 11:22 AM


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

56 Business_Plan2.indd 56

5/28/13 11:22 AM


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.

57 Business_Plan2.indd 57

5/28/13 11:22 AM


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.

58 Business_Plan2.indd 58

5/28/13 11:22 AM


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.

59 Business_Plan2.indd 59

5/28/13 11:22 AM


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

60 Business_Plan2.indd 60

5/28/13 11:22 AM


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.

61 Business_Plan2.indd 61

5/28/13 11:22 AM


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

62 Business_Plan2.indd 62

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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:

64 Business_Plan2.indd 64

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

5/28/13 11:22 AM


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

67 Business_Plan2.indd 67

5/28/13 11:22 AM


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

68 Business_Plan2.indd 68

5/28/13 11:22 AM


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

69 Business_Plan2.indd 69

5/28/13 11:22 AM


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

70 Business_Plan2.indd 70

5/28/13 11:22 AM


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

72 Business_Plan2.indd 72

5/28/13 11:22 AM


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

73 Business_Plan2.indd 73

5/28/13 11:22 AM


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

74 Business_Plan2.indd 74

5/28/13 11:23 AM


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

75 Business_Plan2.indd 75

5/28/13 11:23 AM


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

Places76New Order Business_Plan2.indd 76

5/28/13 11:23 AM


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

77 Business_Plan2.indd 77

5/28/13 11:23 AM


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:

78 Business_Plan2.indd 78

5/28/13 11:23 AM


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:

79 Business_Plan2.indd 79

5/28/13 11:23 AM


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:

80 Business_Plan2.indd 80

5/28/13 11:23 AM


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:

81 Business_Plan2.indd 81

5/28/13 11:23 AM


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

82 Business_Plan2.indd 82

5/28/13 11:23 AM


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

83 Business_Plan2.indd 83

5/28/13 11:23 AM


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.

84 Business_Plan2.indd 84

5/28/13 11:23 AM


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

85 Business_Plan2.indd 85

5/28/13 11:23 AM


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

86 Business_Plan2.indd 86

5/28/13 11:23 AM


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

5/28/13 11:23 AM


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

88 Business_Plan2.indd 88

5/28/13 11:23 AM


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

5/28/13 11:23 AM


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:

90 Business_Plan2.indd 90

5/28/13 11:23 AM


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

91 Business_Plan2.indd 91

5/28/13 11:23 AM


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

92 Business_Plan2.indd 92

5/28/13 11:23 AM


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?

93 Business_Plan2.indd 93

5/28/13 11:23 AM


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?

94 Business_Plan2.indd 94

5/28/13 11:23 AM


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:

95 Business_Plan2.indd 95

5/28/13 11:23 AM


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:

96 Business_Plan2.indd 96

5/28/13 11:23 AM


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)

97 Business_Plan2.indd 97

5/28/13 11:23 AM


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:

98 Business_Plan2.indd 98

5/28/13 11:23 AM


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

99 Business_Plan2.indd 99

5/28/13 11:23 AM


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

5/28/13 11:23 AM


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

101 Business_Plan2.indd 101

5/28/13 11:23 AM


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

102 Business_Plan2.indd 102

5/28/13 11:23 AM


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

103 Business_Plan2.indd 103

5/28/13 11:23 AM


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

104 Business_Plan2.indd 104

5/28/13 11:23 AM


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

5/28/13 11:23 AM


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

106 Business_Plan2.indd 106

5/28/13 11:23 AM


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

5/28/13 11:23 AM


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:

108 Business_Plan2.indd 108

5/28/13 11:23 AM


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:

109 Business_Plan2.indd 109

5/28/13 11:23 AM


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

5/28/13 11:23 AM


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:

111 Business_Plan2.indd 111

5/28/13 11:23 AM


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:

112 Business_Plan2.indd 112

5/28/13 11:23 AM


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:

113 Business_Plan2.indd 113

5/28/13 11:23 AM


9 Appendix Contents: 1. Maps 2. Additional Resources

114 Business_Plan2.indd 114

5/28/13 11:23 AM


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

115 Business_Plan2.indd 115

5/28/13 11:23 AM


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

116 Business_Plan2.indd 116

5/28/13 11:23 AM


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

117 Business_Plan2.indd 117

5/28/13 11:23 AM


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

118 Business_Plan2.indd 118

5/28/13 11:23 AM


119 Business_Plan2.indd 119

5/28/13 11:23 AM


120 Business_Plan2.indd 120

5/28/13 11:23 AM


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.