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Choosing new rural industries
Rob Fletcher
School of Agriculture and Horticulture
University of Queensland Gatton
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New Crops since 1950
(Australia)
What's your new rural industry?
!!!!!!!!! Enquiries?!!!!!!!
The aim of today is to reduce your anticipointment
of new rural industries
Problems with new rural industries
HYPE
Hamper
Your
Progress
Every-time
There are no experts
Everyone's situation is unique
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!!!!!!!!!an expert is!!!!!!!
I will not be telling you what to do
!!!!!!!!!language!!!!!!!
Your response is important
To solve a problem:
The 10 points for Planning
Planning:
Changes in rural industries are often crisis driven
Is there a local champion?
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What is our purpose?
What is the purpose of our purpose?
What is the purpose of the purpose of our purpose?
Will the change be a hobby or a business?
Why produce something nobody wants to buy?
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It's always easier to learn something if it is interesting and relevant
Will the changes drive us crazy?
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What can we do for ourselves?
We should only gamble what we can afford to lose
Expecting windfall profits can be exhilarating
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!!!!!!!!!today is cancelled!!!!!!!
!!!!!!!!!I do not like surprises!!!!!!!
!!!!!!!!!more info
!!!!!!!
!!!!!!!!!who says!!!!!!
!!!!!!!!!insufficient info!!!!!!
!!!!!!!!!asic ads!!!!!!!
!!!!!!!!!never wrestle with pigs!!!!!!!
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We will never hit a target unless we aim at it
A product's description is quality
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Marketing is satisfying consumer needs
Why produce something nobody needs?
!!!!!!!!!macca's!!!!!!!
Do we know our consumers' needs?
DOOR Marketing
(Do Our Own Marketing Research for New Rural Industries)
Can you sell the product?
Can you get it to market?
Who will get in your way?
Can you improve your info?
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Production dominates producers' minds
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!!!!!!!!!cashew apple!!!!!!!
!!!!!!!!!papaya!!!!!!!
!!!!!!!!!bmw!!!!!!!
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Changes need expertise in:
1. Production
2. Marketing
3. Business
No one is expert in all three
How can competitors work together?
Complement
Compete
!!!!!!!!!cooperation cartoon!!!!!!!
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Everyone involved in a solution needs to participate in finding it
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!!!!!!!!!bush tucker supply chain!!!!!!!
The 13 steps for change: commercialising new rural industries
Active commercialisation with benchmarking and monitoring
13 steps:
1. New industry chosen
2. High risk
3. IP rights
4. Marketability of
product
13 steps:
5. (Production?)
6. Form group
7. Resources
8-10. Monitoring,
benchmarks, review
13 steps:
11. Trial marketing
12. Trial processing
13. Production trials
Information and networking
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!!!!!!!!!eoia handout!!!!!!!
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Thank you
Contact:
Dr Rob Fletcher
School of Agriculture and Horticulture
University of Queensland Gatton
Phone: 07 5460 1311; 07 5460 1301
Facsimile: 07 5460 1112
Email: r.fletcher@mailbox.uq.edu.au
Web site: www.newcrops.uq.edu.au |
Author: rob fletcher
Email: r.fletcher@mailbox.uq.edu.au
Home Page: http://www.newcrops.uq.edu.au
Other information:
This presentation was made to a Rural Innovators' Forum at Ayr, North Queensland in May, 2000.
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