A marketing plan typically includes descriptions of market conditions, products, buyers, sales potential, contract terms, pricing strategy, promotion, and distribution ideas. When developing a marketing plan, questions should be asked depending on whether the strategy targets new products, new buyers, or both. Software like FINPACK Business Plan can help develop marketing plans for traditional commodities, specialty commodities, value-added products, and services targeting alternative distribution channels.

1. Marketing Plan

2. Marketing Plan Marketing plans typically include a description of: Market conditions Products Buyers Sales potential Contract terms or pricing strategy Promotion and distribution ideas Resources

3. Marketing Plan All of these make up your marketing strategy. What questions should you ask when developing your marketing plan?

4. Marketing Plan The questions you address will depend on whether your strategy targets: New products New buyers Both

5. Marketing Plan FINPACK Business Plan software can be used to develop a marketing plan for: Traditional, bulk commodities Specialty commodities and value-added products

6. Marketing Plan Business Planning Guide can be used for any commodity. However worksheets are geared toward : Specialty commodities Value-added products Services Alternative distribution

7. Marketing Plan Specialty commodities include: Unique varieties Non-traditional Non-GMO Organic Agraceuticals

8. Marketing Plan Value-added product/services include: Processed -- meat, dairy IP grain drying and storage B&B Hunting preserve Educational classes

9. Marketing Plan Alternative distribution channels include: Processors Wholesale Retail Direct where buyers include individuals, restaurants, and institutions

10. Marketing Strategy Easier strategy questions to answer: How to price product How to promote product How to store and transport product

11. Marketing Strategy Harder strategy questions to answer: How much buyers will purchase How your competition will respond How prices may change in long-run How regulations may change

12. Marketing Plan Characteristics of Specialty Commodity Markets Not fluid Immature markets; volatility Lack of transparency and resources

13. Marketing Strategy Marketing strategies typically fall apart when: Sales don’t materialize New competition enters market Buyer preferences change Insufficient quality, volume Unrealistic from start

14. Marketing Plan What can you do to develop a realistic marketing strategy: Contact potential buyers Ask questions Review contracts Be realistic, honest about sales potential Observe and learn about competitors Get outside opinions

15. Marketing Plan Most importantly, if your strategy involves specialty or value-added products and alternative distribution channels: Research and document your assumptions!

16. Marketing Plan FINPACK Business Plan software asks questions and offers tips about: Current markets Potential new markets Pricing strategy Promotion and distribution strategy Storage and quality control Resources – suppliers, contractors, competitors

17. Marketing Plan If marketing traditional commodities, software such as Marketeer can help with forward contracting strategies. Marketeer can be imported into the Business Plan Software.

18. Marketing Plan Business Planning Guide asks questions about: Current markets (Worksheet 2.2) Buyer preferences (Worksheet 4.1) Projected sales volume (Worksheet 4.2) Product uniqueness (Worksheet 4.3) Competition (Worksheet 4.4)

19. Marketing Plan More Guide questions about: Distribution (Worksheet 4.5) Pricing (Worksheet 4.6) Promotion (Worksheet 4.7) Inventory and storage (Worksheet 4.8)