Table of Contents
New rural industries
Rob Fletcher
School of Agriculture and Horticulture
University of Queensland Gatton
Our aim is to reduce the anticipointment of new rural industries
anticipointment
Problems with all new rural industries
To solve a problem:
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Hatching
Out
Profitable Enterprises
HOPE
HYPE
Hamper
Your
Progress
Every-time
Although an expert is someone from a long way away (with OHTs)
There are no experts
Each participant's system is unique
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Today's remaining proceedings have been cancelled
I do not like surprises
Who says today is cancelled? Why? Whom do I blame?
I would like to have more information
Insufficient information
Facilitation:
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A new crop is a crop new to an area
New Crops since 1950
(Australia)
Gross Value
($million, 1992)
220+ new crops
4591 potential new crops
What's your new rural industry?
Enquiries: what should I do?
The 10 points for Planning
Planning:
Crisis?
Desiging a better future?
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Will the change be a hobby or a business?
What is our purpose?
What is the purpose of our purpose?
What is the purpose of the purpose of our purpose?
Forpossing
Focus on the the main game
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Benchmarking
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Future purpose
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Expecting windfall profits can be exhilarating
Will the changes drive us crazy?
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What can we do for ourselves?
Dependancy
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Bootstrapping
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We will never hit a target unless we aim at it
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Why produce something nobody needs?
DOOR Marketing
(Do Our Own Marketing Research for New Rural Industries)
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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?
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
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The 13 steps for
new crop commercialisation
Predicting economic outcomes is only difficult when it relates to the future
Active commercialisation with benchmarking and monitoring
Commercialisation strategy:
It's always easier to learn something if it is interesting and relevant
Is there a local champion?
Commercialisation strategy:
We should only gamble what we can afford to lose
Commercialisation strategy:
Commercialisation strategy:
Quality is the consumer's view of the product
Marketing satisfies consumer needs
High demand
Irrelevant
Pyramid selling
Lockout
Increasing returns
Expected losses
Gross margins
constication
purchume
Commercialisation strategy:
nopestsordiseases
Production dominates producers' minds
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Commercialisation strategy:
Everyone involved in a solution needs to participate in finding it
Changes need expertise in:
1. Production
2. Marketing
3. Business
No one is expert in all three
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How can competitors work together?
Complement
Compete
Commercialisation strategy:
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Agreement on when to abandon changes
Commercialisation strategy:
Commercialisation strategy:
Commercialisation strategy:
Commercialisation strategy:
Commercialisation strategy:
Commercialisation strategy:
Information and networking
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Emerging Opportunities in Agriculture Info Days
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Product
Place
Promotion
Price
Person/people
Profit
Chance
Curiosity
Communication
Cooperation
Commitment
Coordination
Cop-out
Celebration
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 seminar was delivered to Final Year Students from The University of New England during their annual visit to the University of Queensland Gatton Campus in August, 2000.
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