Minnesota Natural Resource Lives and Livelihoods: Market Research

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A brief overview of basic market research for those interested in commercializing non-timber or related forest resources

Education

D. WILSEY
MARKET RESEARCH
ESSENTIAL !

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
THE MARKET IS A SYSTEM...

1. DISCOVER THE SYSTEM
AND ITS PARTS
(WORK AT THE SPECIFIC,
BUT UNDERSTAND THE WHOLE)

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
VALUE CHAINS /
NETWORKS

“A NETWORK OF LABOR AND
PRODUCTION PROCESS THAT
RESULT IN A FINISHED
COMMODITY” - HOPKINS & WALLERSTEIN (1986)

“A COMPLEX WEB OF ACTORS THAT
AFFECT THE PRODUCTION-TO-
CONSUMPTION PROCESS” - BLOWFIELD 2001

IT’S A SYSTEM!
DRAW PICTURES!

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
VALUE CHAIN /
NETWORK

D. CURRENT

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
THE MARKET IS A SYSTEM...

2. BRING THE SYSTEM TO LIFE

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
INVESTIGATE!!!
(AKA: MARKET RESEARCH)

TALK TO: USE:
GROWERS, PHONE CALLS,
HARVESTERS, PERSONAL VISITS,
MIDDLEMEN, LIBRARIES,
SUPPLIERS, THE INTERNET,
BUYERS, CHAMBER OF COM.,
VENDORS, UNIVERSITIES,
STORES, LOCAL BUSINESSES,
FORESTERS, BUY SAMPLES,
NEIGHBORS, MAKE THINGS
ETC. ETC.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
D. CURRENT

D. CURRENT

J. SANTOS

TAKE PICTURES!
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
LEGWORK...

TAKE NOTES:
ON PRICES IN
DIFFERENT LOCATIONS,

AND AT DIFFERENT
STAGES OF FINISHING
OR PRODUCTION,

ON DIFFERENT QUALITY
CONDITIONS

KEEP A JOURNAL!
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
MARKET RESEARCH
FIND OUT ABOUT:
CHALLENGES FACED
COMPETITORS
COMPETING PRODUCTS
PRICES AT ALL STAGES
SUBSTITUTES / “SIMILARS”
YR:YR TRENDS
SEASONALITY
VALUE-ADDED OPTIONS
PRODUCTION STANDARDS
UNEXPECTED PROBLEMS
FINDING HELP
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
A.
WHAT YOU
DO.

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
A. B.
WHAT YOU HOW YOU
DO. CONNECT.

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
A. B. C.
WHAT YOU HOW YOU HOW YOU
DO. CONNECT. FIT IN.

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
(NATURAL RESOURCE)
MARKET CHALLENGES

FOUR CHALLENGE AREAS:
ECOLOGICAL

ECONOMIC

SOCIO-POLITICAL

MANAGEMENT INCOMPATIBILITY

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
(N.R.) MARKET CHALLENGES

“CAUSAL” FACTORS FOR FAILURE
MARKET-RELATED

INSTITUTIONAL CONDITIONS

BIOLOGICAL ATTRIBUTES

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

D. WILSEY
ADDITIONAL RESOURCES

A HANDBOOK FOR VALUE CHAIN
RESEARCH -
KAPLINSKY AND MORRIS, 2001
HTTP://WWW.VALUE-CHAINS.ORG/DYN/BDS/DOCS/DETAIL/395/1

PARTICIPATORY MARKET CHAIN
ANALYSIS FOR SMALL-HOLDER
PRODUCERS-
INTERNATIONAL CENTER FOR TROPICAL AGRICULTURE, 2007

HTTP://ISA.CIAT.CGIAR.ORG/CATALOGO/PRODUCTO.JSP?CODIGO=P0398

© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

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Minnesota Natural Resource Lives and Livelihoods: Market Research

3. D. WILSEY VALUE CHAINS / NETWORKS “A NETWORK OF LABOR AND PRODUCTION PROCESS THAT RESULT IN A FINISHED COMMODITY” - HOPKINS & WALLERSTEIN (1986) “A COMPLEX WEB OF ACTORS THAT AFFECT THE PRODUCTION-TO- CONSUMPTION PROCESS” - BLOWFIELD 2001 IT’S A SYSTEM! DRAW PICTURES! © 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

6. D. WILSEY INVESTIGATE!!! (AKA: MARKET RESEARCH) TALK TO: USE: GROWERS, PHONE CALLS, HARVESTERS, PERSONAL VISITS, MIDDLEMEN, LIBRARIES, SUPPLIERS, THE INTERNET, BUYERS, CHAMBER OF COM., VENDORS, UNIVERSITIES, STORES, LOCAL BUSINESSES, FORESTERS, BUY SAMPLES, NEIGHBORS, MAKE THINGS ETC. ETC. © 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

8. D. WILSEY LEGWORK... TAKE NOTES: ON PRICES IN DIFFERENT LOCATIONS, AND AT DIFFERENT STAGES OF FINISHING OR PRODUCTION, ON DIFFERENT QUALITY CONDITIONS KEEP A JOURNAL! © 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

9. D. WILSEY MARKET RESEARCH FIND OUT ABOUT: CHALLENGES FACED COMPETITORS COMPETING PRODUCTS PRICES AT ALL STAGES SUBSTITUTES / “SIMILARS” YR:YR TRENDS SEASONALITY VALUE-ADDED OPTIONS PRODUCTION STANDARDS UNEXPECTED PROBLEMS FINDING HELP © 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

18. D. WILSEY ADDITIONAL RESOURCES A HANDBOOK FOR VALUE CHAIN RESEARCH - KAPLINSKY AND MORRIS, 2001 HTTP://WWW.VALUE-CHAINS.ORG/DYN/BDS/DOCS/DETAIL/395/1 PARTICIPATORY MARKET CHAIN ANALYSIS FOR SMALL-HOLDER PRODUCERS- INTERNATIONAL CENTER FOR TROPICAL AGRICULTURE, 2007 HTTP://ISA.CIAT.CGIAR.ORG/CATALOGO/PRODUCTO.JSP?CODIGO=P0398 © 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

Minnesota Natural Resource Lives and Livelihoods: Market Research

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