This document discusses key elements to include in a marketing plan such as market and buyer descriptions, product descriptions, pricing and promotion strategies, and distribution channels. It provides examples of specialty commodities and value-added products that could be marketed. The document also discusses questions to consider around current and potential new markets, pricing, promotion, distribution, inventory and more. Managers are encouraged to thoroughly research potential buyers and markets, understand competitors, and get outside opinions to develop realistic marketing strategies.

1. Marketing Plan Marketing plans typically include: Market/buyer description Product description Competition overview Pricing strategy Promotion strategy Distribution strategy Inventory and storage strategy Risks and resources

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

3. Marketing Plan 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

4. 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.

5. Marketing Plan The Business Planning Guidebook can be used by anyone but worksheets are geared toward managers interested in: Specialty commodities Value-added products Services Alternative distribution

6. Marketing Plan Specialty commodity examples: Varieties – blue corn, high oil Non-GMO Organic Agraceuticals

7. Marketing Plan Value-added product/service examples: Processed -- meat, dairy IP grain drying and storage B&B Hunting preserve

8. Marketing Plan Alternative distribution examples: Wholesale Retail Direct where buyers include individuals, restaurants, and institutions

9. Marketing Plan Business Planning Guidebook 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)

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

11. Marketing Plan The questions you answer and resources you use will depend on whether the strategy is to market: New specialty commodities to current buyers New products or services to current buyers Current commodities to new distributors/buyers New commodities/products to new distributors/buyers

12. Marketing Strategy Some of the easier strategy questions to answer: How to price product How to promote product How to store and transport product

13. 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

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

15. Marketing Strategy Marketing strategies typically fall apart when: Sales don’t materialize New competition enters market Buyer preferences change Strategy unrealistic from the start

16. Marketing Strategy What can you do to help business managers develop realistic marketing strategies? Ask the hard questions Share examples Identify resources

17. Marketing Plan Encourage managers to do their homework: Contact potential buyers Ask questions Review contracts Be realistic, honest about sales potential Observe and learn about competitors Get outside opinion