Recommended
Recommended
More Related Content
What's hot
What's hot (14)
Viewers also liked
Viewers also liked (12)
Similar to farm2kitchen_issueandstrategy
Similar to farm2kitchen_issueandstrategy (20)
farm2kitchen_issueandstrategy
- 1. Issue Analysis & Strategy Plan Tierney Torchin Jonny Scoblionko Betsy Faulkner Farm2Kitchen 农夫直送
- 3. Table of Contents Issue Breakdown Jonny Scoblionko Market Research Betsy Faulkner Strategy & Goals Jonny Scoblionko Tactics & Metrics Tierney Torchin F2K Overview Tierney Torchin Competitive Breakdown Betsy Faulkner 1
- 5. F2K Overview
- 6. What We Do Farm2Kitchen works to provide produce to the Shanghai community in a manner that appeals to the mind, body, and soul. This is done through a holistic approach emphasizing sustainability & community. While F2K’s main purpose is to provide the Shanghai community with ecologically friendly, local produce, founder Lynn King also created F2K as a means to form a community of like- minded individuals who wish to experience food together. “Community supported agriculture and food for body, mind, and soul” Boiler Plate Find local farmers practicing the newest in ecologically friendly farming, from safe aeration to aquaponics Foster a community that strives to enjoy food to its fullest and aide the world through opportunities such as events, meet-ups, and our blog Farm2Kitchen provides the resources to local farmers so that they can sell and transport their product directly to individuals in Shanghai Deliver baskets to Shanghai locals containing a variety of safe, fresh foods, cooking tips, and recipes
- 7. Food Climate Confusion surrounding GMOs Widespread pest & insecticide usage Convenience & production outweighing safety Chinese food scandals Fear amongst locals & expats Shanghai’s food safety movement Slow food movement International fears Retaliatory movement to grab-and-go culture New chapter started in Shanghai Teaching a lifestyle through events and community Falsified meats, produce weighted with water Lack of regulation on the term “organic” Only recently have laws been passed to initiate change Unsure what food, water, etc. is considered safe Fear of fruits and vegetables due to scandals Locals & expats compromise health for safety Shanghai hosts Biofach, showing an interest in change Stricter laws on imports, crop quality, and organic notation “Organic” can still be bought through shady means 5
- 10. Political • Central Committee of the Communist Party of China o2007- Developed modernized agriculture o2008- Improved rural infrastructure o2011- Increased agriculture water conservancy investment o2012- Promoted agriculture research & development • CFDA (China Food & Drug Administration) oHolistic Medicine oImported food oNational Health and Family Planning Commission oFood Scandals PESTLE Analysis
- 11. Economic • 20% of the worlds pop • 9% worlds farmland • High cost of living oMedian Income Under 25 – 143,347 ¥; 25- 44 – 247,386 ¥; 45-64 – 278,867 ¥; Over 65 – 248836 ¥ oOn average, a 1 bedroom apartment in the City Centre costs 6,387.89 ¥ compared to 3,605.13 ¥ outside of the city oAverage meal at an inexpesive restaurants is 30.00 ¥ Average meal at expensive restaurant is about 200 ¥ • Markup on fresh/natural produce oVarying prices: vegetable stands, mom and pop stores, high end mall markets/kiosks oF2K about 3x regular price, $3 / kilo for F2K, $8 for mall food PESTLE Analysis 9
- 12. Sociological • Recent food scandals oFox Meat disguised as beef oExploding watermelons and pigs (hormones to make them grow faster, exploding before they get to market) oGovernment didn’t fund / reimburse Chinese new year banquets, so leftover pigs were all put to waste and thrown into a river • Interest in sustainability but and distrust for food safety • Foodie/ecofriendly culture oSlow Food movement • Ex-pats Driving force oDifferent standards for food • Cultural value on healthy food oNatural/organic food is more expensive PESTLE Analysis
- 13. Technology Small kitchens are common Web presence oWebsite, social media, blog Farming & transportation oFarmers and Lynn deliver oPesticides Legal • Food Safety Law oRevised Frequently • Organic regulations o“Natural” vs organic oFrequent inspections PESTLE Analysis 11
- 14. Environmental Pollution oConcern for many citizens oLack of arable land in the city Soil is very polluted Pesticide use Organic/natural farms can be located near farms that us chemicals and hormones • F2K focus on sustainability PESTLE Analysis
- 15. Buyer Bargaining Supplier Bargaining Competition Substitutes Threat of New Entrants Complements Six Forces
- 16. Six Forces Buyer Bargaining Medium Risk Typical meal: $3 Typical healthy meal: $10-15 Selling lifestyle and education just as much as produce Supplier Bargaining High Risk F2K has no means of food production High supplier raters High prices Competition High Risk Fields, Sherpa’s, Kate and Kimi
- 17. Six Forces Substitutes High Risk Farmer’s Market Urban Farming Grocery stores and mall markets Mom and pop carts Threat of New Entrance Medium Threat Open Market/ up and coming industry Must establish credibility and have connections Minimal farmland Compliments Blogs/Video blogs • Active ex-pat community • Mommy blogs Farmers • Our own • Farmer’s markets 15
- 18. Market research
- 19. Stakeholders Expats looking for a community • Upper middle class • 25-45 years old • Primarily from Western countries Health conscious Shanghai residents • Middle to upper middle class • 22-35 years old AND 35+ years old • Hipsters, hippies, health nuts • Also interested in forming a community Families • Looking for fun events and easy recipes • Also health-conscious • Less interested in joining F2K family • Currently seeking out alternate food services 17
- 20. Market research Method 1: Content analysis Cross-examined online presence between Sherpa’s Delivery and Kate & Kimi • Social media • Facebook, Twitter, Instagram • Website • Blog Method 2: In-depth Interviews One former student abroad Two American expat’s currently living in Shanghai Method 3: Discourse analysis Looked at expat forums • Conversations written by or about expats about the food climate in Shanghai
- 21. Content analysis Kate & Kimi • Aesthetically pleasing & easy navigation • English & Chinese language settings Sherpa’s • Efficient for delivery • English & Chinese language settings Kate & Kimi • Avg. 2.18 likes per post • Most likes on pictures from events Sherpa’s • Avg 1.04 likes per post • Most likes on posts about deals Kate & Kimi • Avg 4.88 posts/wk • Consistent posts • Variety of pictures • Showcase events Sherpa’s • Posts mainly pictures of food • Inconsistent posts Kate & Kimi • 3 posts total Sherpa’s • Weekly posts • Aesthetically pleasing • Easy to navigate 19
- 22. Aesthetically pleasing Delivery made easy Login access English & Chinese language settings Key findings Not beneficial Post consistently Variety of pictures • Produce • Events • Aesthetic appeal Post consistently • Recipes • News articles • Upcoming events Form of intimate communication Showcase events Post consistently
- 23. in-depth interviews 2 Expats who currently live in Shanghai One student who studied abroad there for a semester 22 year old male expat living in Shanghai Stable income Spends about ¥140/week on produce 45 minutes a day cooking Feels fields is too expensive Shops in markets 21
- 24. In-depth interviews 22 year old expat Felt Fields was too expensive Shops at local markets ¥240/week on produce 1 hour a day cooking Eats at home Would support F2K over a large corporation 22 year old woman who studied abroad in Shanghai Rarely purchased fresh produce Didn’t have a kitchen/rarely cooked Felt Fields was too expensive Spent about ¥30/week on produce Would often eat out at restaurants
- 25. Key findings Convenience determines where people are getting their food Variety of places where people can get their food • Differences in quality and price Interviewees were interested in the connection with farmers that F2k brings Market research method 3: Discourse analysis • Food climate: Unsafe • Fear amongst expats • Its possible to buy your way into an organic label • People don’t trust food labeled as organic 23
- 26. Discourse Analysis No free time Eat out at restaurants or grab street food American food Upper-middle class Eat Chinese food when out Cook American food at home still Rarely order in Trying to learn local culture and cooking More concerned about safety than comfort Farmer’s market or other “organic” vendors Seeing fusion foods – comfort + culture Cook primarily American at home Guilt when ordering in Financially less stable; complain Fields is too expensive Primary target for F2K
- 27. Key Findings Health Variety Community Convenience Safety Comfort Tradition Pricing Organic 25
- 29. Competitive breakdown ¥500 for a month’s worth of weekly baskets filled with 7 different produce • ¥17.85 per produce item Produce is delivered Not organic Less variety of produce than competitors Produce costs about ¥20 • Plus ¥20 delivery fee if order is less than ¥200 Food is delivered Not organic Variety of items sold including meat and poultry, alcohol, and household items 27
- 30. Competitive breakdown • Produce costs about ¥25 • Plus delivery fee for orders less than ¥200 • Food is delivered • Not organic • Bigger variety of items sold including meat, poultry and alcohol • Produce costs about ¥16 • Plus ¥30 delivery fee for orders less than ¥99 • Food is delivered • All food is organic • Bigger variety of items sold including meat, poultry and alcohol
- 31. Internal Swot analysis • Farm2Kitchen is cheaper than its competition • The delivery fee is included with the price of the baskets • Farm2Kitchen increases money to farmers while decreasing the cost for customers • Both Farm2Kitchen and competition host events • Farm2Kitchen and its competition share the same audience • Expats • Health-conscious Shanghai residents 29
- 32. External swot analysis • Videos posted on Instagram and blog • How-to recipe videos • Videos introducing different farmers that grow produce for Farm2Kitchen • Weibo • Connection to farmers that Farm2Kitchen creates with its customers • Lacking strong online presence • Each competitor has a stable Facebook and Instagram • Each competitor has a strong website • Farm2Kitchen is a new and small company
- 33. Strategy & goals
- 34. Communication Strategy Education VisibilityCommunity Media New website Social media Blog/Video Blog Events Meet-ups Sponsorship Educational Partnerships Event booths Co-sponsorship Attendance
- 36. Logo designs
- 37. Website overview Changes made to simplify purchasing process and integrate social media. Website formed in SquareSpace. $26/month for SquareSpace $20/year minimum for domain Minimal weekly updates: update products, add blog posts 35
- 38. Shopping produce Two “farmer’s choice” baskets with different month options; one a-la-carte in different sizes With custom forms, you can include: name, address, delivery info, items to exclude from baskets, and updateable produce selection for custom basket Items can be put on sale & discounts can be applied via coupons or promo-codes.
- 39. Blog Blog should focus on personifying Farm2Kitchen: interviews with farmers, recipes, and words of wisdom relating to F2K’s values Try to make each post unique, and post recipes when ingredients are in season F2K Video Blog Series Videos create more interaction than their still image counterparts Videographer: $150/hr 1 video/month or a month of 1/week could create engagement and quickly grow web presence 37
- 40. Social Media Integration Instagram can be embedded directly into website Replaces gallery from current site with regular images Instagram focused on visuals, so highlight mostly events, recipes, and produce; less on education Farm2Kitchen Social Chat Farm2Kitchen Official Service Account Insert WeChat QR codes as images; social QR code must be updated weekly F2K Official Service Account capable of processing orders as well as sending out a weekly newsletter containing weekly blog post, a recipe, and upcoming events
- 41. Social media: education Relevant background image Catchy phrase Use the same fonts for all graphics Factual Timely Relevant to F2K Explain direct tie to F2K Gives some sort of action Uses only hashtags we wish to be associated withRelevant, easy to remember promo code Insert URL, then delete once the page is linked Use photo of the recipe made by you! Recipe featuring seasonal ingredients, so this is good for August Shanghai partners who sell items we don’t sell Call to action Use website discounts for extra activity American and Chinese cultural tie-in
- 42. Social media: community Events work well when related to a holiday Include F2K keywords like “fresh” and “local” Make sure all events have a communal aspect – community is what makes us different from our competitors Welcoming to both newcomers and current F2K clientele Search Facebook sizing charts for most effective graphic size Tag partners when possible Give notice significantly before event Make promo code expire a few weeks after event so it’s like a prize Match colors and combine company branding
- 43. Social media: visibility Relevant hashtags 1 post 1 week out; 1 post day before Trade social media advertising with other on-site vendors Make shorter Instagram post After event, make follow-up post on Instagram & share to Facebook Ultimate goal is getting people to the website with these Don’t give too much information or there’s no reason to read the blog Edit website headline to make it relevant and catchy Give incentive to view or share post Can be specifically about one post or about the blog in general
- 44. Events 1 fresh snack to give out as tastings 1 example of a recipe and recipe card • Something simple like sweet potato fries Business cards with website & QR code Tends to cost around $50 Should have a helper or assistant Costs around $200 Minimal effort post-payment • 1-2 social media posts tagging event Shoot for partnerships and donations • Fair-trade, ecologically friendly, or organic goods, milk, meat, alcohol Cooking events can be held in rentable kitchen spaces Host around holidays for extra incentive Purpose is not to make money as much as to spread F2K’s name and create community
- 45. Measuring Success Educational post shares Lengthy commitments Attendance at earth- themed events Online conversations Education Event attendance Conversation on WeChat Email list Farmer/Lynn post interaction Community Visibility Overall sales Website hits Grassroots media coverage Amount of people using discount codes 43
- 46. Tierney Elise Torchin was born to perform. However, after discovering she was not inclined to be on stage and only felt driven to sing at small open mics, she needed to find a new way to harness her interest in leading and moving others. This led to her interest in Communications, which she is now pursuing with an emphasis in Public Relations. She uses her love of performance as the Marketing Coordinator for a local nonprofit radio station, and plans to continue along the paths of music and nonprofits in future endeavors. Jonny Scoblionko is currently pursuing a Bachelor of Arts in Communications Studies with an emphasis in Public Relations from Rollins College. Jonny has been working in public relations and integrated market for five years and is currently the Special Events Coordinator for the Rollins radio station WPRK. Jonny’s passion is sharing experiences and making others happy. Whether it’s through coordinating an unforgettable event or promoting a useful product or service, he ensures that the joy and passion he feels creates a ripple through the community. Betsy Faulkner is currently pursuing a Bachelor of Arts Degree in Communication with emphasis on Pubic Relations at Rollins College. Currently working as a teaching assistant intern, she understands that students learn best when they are able to build a relationship off of trust and respect with their teacher. Betsy conveys this through empathetic listening and effective interpersonal communication. She plans to continue in career paths that allow her to form and maintain relationships with others through effective communication.