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Welcome
to the Belmont Farmers’ Market Presentation

Babson College
Management Consulting Field Experience
Fall 2009

Proj...
"In some cases, local business people are so
  negatively disposed to the changes a
  market brings that they are never ab...
Meet the Belmont
Farmers’ Market
•   BFM founded: Summer 2006
•   Belmont Center parking lot
•   Volunteer-run June throug...
Mission Statement

               To research and develop ways for
                the Belmont Farmers’ Market to
        ...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Relationships in the Town of Belmont




Babson College
Management Consulting Field Experience Fall 2009
3 Major Issues
1. Stores not included in BFM’s
   decisions

2. Stores think BFM worsens parking

3. Stores do not see ben...
Recommendations
                 • Invite a business representative to
                   join the Belmont Farmers’ Market...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Research Methods
 •   Interviews
 •   Surveys
 •   Visits to other markets
 •   Industry research




Babson College
Manag...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Findings: Business Impact
            Employee Perceptions
            • Mixed opinions
                – Some polarizatio...
Findings: Business Impact
            Quantitative Research
            • Industry: 33%-65% market and
              merch...
Findings: Business Impact
            Quantitative Research
            • Best customers are good merchant
              c...
Findings: Business Impact
60                                                   60



              BFM-Only Shoppers
50   ...
Findings: Business Impact
    60



               BFM-Only Shoppers
    50

               Store Shoppers

    40




   ...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Findings: Parking
• Businesses
    – Problem for employees
    – Perceived problem for customers
• Belmont Police
    – Sm...
Findings: Parking
            Market customers who have trouble finding parking
                                3%
       ...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Findings: Market Timing
                      How customers feel about market timing


                                12%...
Findings: Market Timing
            • Businesses
                – Thursday-Sunday is busy
                – Best day is M...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Findings: Location

                  How customers feel about market location
                               convenience
...
Findings: Location
   • What people like about the location:
       – Vendors
            • Parking Lot
            • Cust...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Invite a liaison from business
       community to the BFMC
• Lack of Communication
    – Belmont Center Business
      Mi...
Invite a liaison from business
       community to the BFMC
• Location
    – Businesses felt they had no say
    – Farmers...
Invite a liaison from business
       community to the BFMC
• Invite a liaison
• Open flow of communication
• Address prob...
Invite a liaison from business
       community to the BFMC
• Results
    – Future collaboration
    – Newsletter to busin...
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Waive hourly parking limits for
       business employees
• Parking: problem for stores, not
  customers
   – “Sometimes I...
Waive hourly parking limits for business
employees
Presentation Agenda

        Research                 Findings          Recommendations
    •   Interviews
               ...
Launch cross-promotional
        strategy with businesses
• Successful relationships between
  BFM and Businesses
• “Cut-t...
Launch cross-promotional
        strategy with businesses
• Massachusetts Farmers’ Market
  website
   – Positive relation...
Launch cross-promotional
        strategy with businesses
• Belmont Business Sponsor of the
  Week
• Roots & Sprouts: Busi...
Invite other community groups
           to the Market

• Draws foot traffic to the market
• Inspiration from other market...
Invite other community groups
           to the Market
• Belmont Community Organization of
  the Week
• Weekly showcase
• ...
Goal: Improving All Relationships in
           the Belmont Community
    Invite New                                     P...
Works Cited
•   "Belmont Farmers' Market Customer Survey ." Qualtrics Research Suite . Babson Park, 2
    November 2009.
•...
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Belmont Farmers Market - Final Presentation to Client

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The final presentation made to our client, Belmont Farmers\' Market as part of the Babson College Management and Consulting Field Experience (MCFE)

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Belmont Farmers Market - Final Presentation to Client

  1. 1. Welcome to the Belmont Farmers’ Market Presentation Babson College Management Consulting Field Experience Fall 2009 Project Manager: Linda Myers-Tierney Richard Betterley Molly Hamel Rachael Plummer Paul Rollinger
  2. 2. "In some cases, local business people are so negatively disposed to the changes a market brings that they are never able to acknowledge the positive facts, nor create a positive relationship with the market” – Jeff Cole, Mass Farmers’ Market Associate
  3. 3. Meet the Belmont Farmers’ Market • BFM founded: Summer 2006 • Belmont Center parking lot • Volunteer-run June through October • “Best of Boston 2009” • Strong customer/vendor relationships Babson College Management Consulting Field Experience Fall 2009
  4. 4. Mission Statement To research and develop ways for the Belmont Farmers’ Market to strengthen ties with the Belmont Center Business Association and other Belmont businesses, and the community at large. Babson College Management Consulting Field Experience Fall 2009
  5. 5. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  6. 6. Relationships in the Town of Belmont Babson College Management Consulting Field Experience Fall 2009
  7. 7. 3 Major Issues 1. Stores not included in BFM’s decisions 2. Stores think BFM worsens parking 3. Stores do not see benefit of BFM Babson College Management Consulting Field Experience Fall 2009
  8. 8. Recommendations • Invite a business representative to join the Belmont Farmers’ Market Communication Committee • Waive hourly parking limits for business employees Parking • Launch a cross-promotional strategy with businesses Synergy • Invite other community groups to the market
  9. 9. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  10. 10. Research Methods • Interviews • Surveys • Visits to other markets • Industry research Babson College Management Consulting Field Experience Fall 2009
  11. 11. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  12. 12. Findings: Business Impact Employee Perceptions • Mixed opinions – Some polarization • No new customers “Farmers’ market customers come and go, they are here for the market and do not shop in town.” “They cut through my store, but they don’t buy anything.” Babson College Management Consulting Field Experience Fall 2009
  13. 13. Findings: Business Impact Quantitative Research • Industry: 33%-65% market and merchant customers -Oregon Small Farms Technical Report 2007 • Belmont: 70% • Most are not new customers: – 24% from outside Belmont – 12% shop in town Babson College Management Consulting Field Experience Fall 2009
  14. 14. Findings: Business Impact Quantitative Research • Best customers are good merchant customers – Longevity – Frequency – “Destination Shoppers” Babson College Management Consulting Field Experience Fall 2009
  15. 15. Findings: Business Impact 60 60 BFM-Only Shoppers 50 50 Store Shoppers 40 40 30 30 20 20 10 10 0 0 Newer Customers Older Customers Less Frequent More Frequent Longevity Frequency
  16. 16. Findings: Business Impact 60 BFM-Only Shoppers 50 Store Shoppers 40 30 20 10 0 “Routine Shoppers” “Destination Shoppers”
  17. 17. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  18. 18. Findings: Parking • Businesses – Problem for employees – Perceived problem for customers • Belmont Police – Small increase in parking • Selectman – Not difficult Babson College Management Consulting Field Experience Fall 2009
  19. 19. Findings: Parking Market customers who have trouble finding parking 3% 3% 22% Never Rarely Sometimes 72% Always Babson College Management Consulting Field Experience Fall 2009
  20. 20. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  21. 21. Findings: Market Timing How customers feel about market timing 12% Convenient Inconvenient 88% Babson College Management Consulting Field Experience Fall 2009
  22. 22. Findings: Market Timing • Businesses – Thursday-Sunday is busy – Best day is Monday • Vendors – Timing based on other markets • Belmont Police – Every day is busy in Belmont Babson College Management Consulting Field Experience Fall 2009
  23. 23. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  24. 24. Findings: Location How customers feel about market location convenience 2% Convenient Inconvenient 98% Babson College Management Consulting Field Experience Fall 2009
  25. 25. Findings: Location • What people like about the location: – Vendors • Parking Lot • Customers • “The best markets are near a Starbucks…” – Customers • Centrally located • Convenient • Community feel Babson College Management Consulting Field Experience Fall 2009
  26. 26. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  27. 27. Invite a liaison from business community to the BFMC • Lack of Communication – Belmont Center Business Misconceptions • Location • Timing • Parking Babson College Management Consulting Field Experience Fall 2009
  28. 28. Invite a liaison from business community to the BFMC • Location – Businesses felt they had no say – Farmers’ Market was favored • Timing – Requested Monday • Parking – Businesses think parking is a major issue – Farmers’ Market knows it isn’t Babson College Management Consulting Field Experience Fall 2009
  29. 29. Invite a liaison from business community to the BFMC • Invite a liaison • Open flow of communication • Address problems Babson College Management Consulting Field Experience Fall 2009
  30. 30. Invite a liaison from business community to the BFMC • Results – Future collaboration – Newsletter to businesses Babson College Management Consulting Field Experience Fall 2009
  31. 31. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  32. 32. Waive hourly parking limits for business employees • Parking: problem for stores, not customers – “Sometimes I have to drive all over town to find parking” • Customer parking under utilized Babson College Management Consulting Field Experience Fall 2009
  33. 33. Waive hourly parking limits for business employees
  34. 34. Presentation Agenda Research Findings Recommendations • Interviews Business • Surveys Communication Impact • Other Markets • Industry Parking Parking Market Timing Synergy Market Location Babson College Management Consulting Field Experience Fall 2009
  35. 35. Launch cross-promotional strategy with businesses • Successful relationships between BFM and Businesses • “Cut-through” stores don’t see return on extra foot traffic Babson College Management Consulting Field Experience Fall 2009
  36. 36. Launch cross-promotional strategy with businesses • Massachusetts Farmers’ Market website – Positive relationship between markets and local businesses Babson College Management Consulting Field Experience Fall 2009
  37. 37. Launch cross-promotional strategy with businesses • Belmont Business Sponsor of the Week • Roots & Sprouts: Business Feature • Results: – New customers for BFM and businesses – Stronger community Babson College Management Consulting Field Experience Fall 2009
  38. 38. Invite other community groups to the Market • Draws foot traffic to the market • Inspiration from other markets Babson College Management Consulting Field Experience Fall 2009
  39. 39. Invite other community groups to the Market • Belmont Community Organization of the Week • Weekly showcase • Results – Educate Belmont youth – Involve new customers – Increase loyalty Babson College Management Consulting Field Experience Fall 2009
  40. 40. Goal: Improving All Relationships in the Belmont Community Invite New Parking Groups Permit Richard Betterley - Cross Promo Molly Hamel Rachael Plummer - Liaison Paul Rollinger Babson College Management Consulting Field Experience Fall 2009
  41. 41. Works Cited • "Belmont Farmers' Market Customer Survey ." Qualtrics Research Suite . Babson Park, 2 November 2009. • Cole, Jeff. Executive Director of Mass Farmers Markets Rachael Plummer. 1 November 2009. • "Customer Surveys at the Belmont Farmers' Market." Belmont, 29 October 2009. • Dickhaut, Gerry. Owner of Champions Sporting Goods Chip Betterley. 2 November 2009. • Employee of Belmont Toys Rachael Plummer Chip Betterley. 20 October 2009. • Employee of Champions Sporting Goods Rachael Plummer Chip Betterley. 20 October 2009. • Employee of Irresistibles Paul Rollinger Molly Hamel. 15 October 2009. • Employee of Pretty Petals Boutique Rachael Plummer Chip Betterley. 20 October 2009. • Foley, Kevin. Owner of Locatelli Properties, LLC Molly Hamel. 13 November 2009. • Frankie. Owner of Catch of the Day Paul Rollinger Molly Hamel. 15 October 2009. • Leclerc, Dan. Belmont Board of Selectman Paul Rollinger Rachael Plummer. 3 November 2009. • Manager of Macy's Paul Rollinger Molly Hamel. 15 October 2009. • Manager of Sovereign Bank Molly Hamel. 5 November 2009. • Manager of Stone Hearth Paul Rollinger Molly Hamel. 15 October 2009. • Santangelo, Richard. Lieutenant of Community Relations Molly Hamel. 5 October 2009. • Store Owner of Calista's Paul Rollinger Molly Hamel. 15 October 2009.

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