The document discusses a family farm that started a mail-order citrus business to sell their produce directly to customers. They had success selling at local markets but it was time-consuming. They tested mailing boxes of fruit to friends and family, who provided positive feedback. This encouraged them to start their business properly with a logo, boxes, efficient delivery, website and payment options. They have learned lessons about quarantine, packaging, customer education and the challenges of Australia Post and advertising. Their next steps are to continue advertising, address Australia Post parcel limits, and learn more about social media and online marketing.

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

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?