New rural industries

Rob Fletcher

School of Agriculture and Horticulture
University of Queensland Gatton

24/02/01

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Table of Contents

New rural industries Rob Fletcher School of Agriculture and Horticulture University of Queensland Gatton

DOOR Marketing (Do Our Own Marketing Research for New Rural Industries)

Our aim is to reduce the anticipointment of new rural industries

Hatching Out Profitable Enterprises

Hamper Your Progress Every-time

Although an expert is someone from a long way away (with OHTs)

There are no experts

A new crop is a crop new to an area

New Crops since 1950 (Australia)

Gross Value ($million, 1992)

4591 potential new crops

Problems with all new rural industries

What's your new rural industry?

Enquiries: what should I do?

To solve a problem:

The 10 points for Planning

Crisis? Desiging a better future?

Industry groups:

What is our purpose?

What is the purpose of our purpose?

What is the purpose of the purpose of our purpose?

Focus on the the main game

Will the change be a hobby or a business?

Expecting windfall profits can be exhilarating

It's always easier to learn something if it is interesting and relevant

Will the changes drive us crazy?

We should only gamble what we can afford to lose

What can we do for ourselves?

Decision making with insufficient info

We will never hit a target unless we aim at it

Quality is the consumer's view of the product

Marketing satisfies consumer needs

Why produce something nobody 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?

Production dominates producers' minds

nopestsordiseases

Changes need expertise in: 1. Production 2. Marketing 3. Business

No one is expert in all three

Everyone involved in a solution needs to participate in finding it

The 13 steps for new crop commercialisation

13 steps: 1. New crop 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. Field trials

Information and networking

Emerging Opportunities in Agriculture Info Days

Do Our Own Marketing Research

Two-day Short Course

Name Affiliation Reason for attending Agribusiness to target Desired outcomes

We can talk about us Facilitator provokes Exchanges occur

We all know who each of us is We all have the 'same' problem

Farming systems 1: What are our wishes?

Farming systems 2: What are our aims?

Farming systems 3: Evaluation and modification

Farming systems 4: Future plans

Think tank: What info is needed? Priorities? Where is the info? How will we get it?

Strategic Marketing Management

Strategic Marketing Management

Product Place Promotion Price Person/people Profit

Chance Curiosity Communication Cooperation Commitment Coordination Cop-out Celebration

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 seminar was delivered to primary producers and members of the Boonah Chamber of Commerce at Boonah, South-east Queensland in August 2000.

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