1. E Workout and Chittering Chamber of Commerce 20th June 2012
2. Our business 2 years ago...
• Reliant on outside influences for pricing.
• Price takers not makers.
• Must have a point of difference to stand out
from crowd
• How to value add to our produce?
3. The Opportunity
• Experience at Mount Claremont Markets.
• Market for potential customers wanting
access to fresh fruit direct from grower.
• Feedback from friends and family about taste
and quality of fruit
4. The Problem #1
• Very time consuming.
• Up to 3 days prep for ½ day market.
• Difficult with
• small children
• Children sport
• farm commitments
• other work commitments.
5. The Solution
• We had seen a family run orchard in South
Australia offering Mail-order citrus to other
parts of Australia.
• They are unable to send to WA due to
quarantine restrictions
• So we thought if it works for them
why not us????
• We can fill the gap in WA.
6. The Problem #2
• How to get fruit to customers?
• Name?
• Website?
• Packaging?
• Ordering ?
• Payment
– Direct debit ?
– Credit card?
– PayPal?
• How to get word out?
7. The trial
• We packed and sent boxes of fruit to friends
and family throughout the state
• Questionnaire providing feedback relating to
– freshness quality on arrival
– Time taken to arrive
– price prepared to pay
– frequency of ordering
ALL FEEDBACK POSITVE AND ENCOURAGING
8. The Leap of Faith
• If we started we had to do it properly from the
start
2.Logo
3.Boxes
4.Efficient Delivery
5.Website
6.Payment options
7.Advertising
9.
10. Lessons Learned
• Quarantine does work in WA!
• Fruit does not need to be wrapped in bubble
wrap.
• Customers do need to be educated about what
to expect from fresh fruit with no processing
• Customers do need tips on how to treat fruit
when it arrives at their door.
• Customers can be fickle!
• Australia Post can be very fickle.
• Website not the magical exposure pill!
11. Where to next?
• Continue with advertising
• Addressing Australia post
policy of 1000 parcels /year
for discounted rate.
• Social media?
• Understanding Google?
