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

Table of Contents

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

Problems with new rural industries

anticipointment

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 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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We should only gamble what we can afford to lose

Expecting windfall profits can be exhilarating

What can we do for ourselves?

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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?

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

No one is expert in all three

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Everyone involved in a solution needs to participate in finding it

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!!!!!!!!!bush tucker supply chain!!!!!!!

Getting involved

The 13 steps for commercialisation

Predicting economic outcomes is only difficult when it relates to the future

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

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!!!!!!!!!eoia handout!!!!!!!

Have a nice day

Email: r.fletcher@mailbox.uq.edu.au

Home Page: http://www.newcrops.uq.edu.au

Other information:
This presentation was made to the Third Information Supermarket, organised by the Queensland Department of Primary Industries and held in Toowoomba in March, 2000.

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