1 Specialty farmer business training workshop Marketing FocusSponsored by: Hawai‘i Forest Industry Association Hawai‘i Forest Institute Presented by: Hawai‘i Small Business Development Center Nancy Ginter-Miller and Judi Mellon 102116

2 Business Plan vs Marketing PlanBusiness Plan includes all the phases of the business Marketing Plan is specific to Product – production, packaging and quality, sizing, slogan , logo(s) Pricing strategy – direct sales, wholesale Sales and Marketing efforts – where will the product be available Promotion – Advertising Public Relations Community Support Festivals and Events Farm Sales Website

3 Consider your Mission and ValuesYour Brand should reflect what the company’s Mission and Values are Mission – to provide fragrant, quality holiday trees at a good value for a good price To provide large quantity of average holiday trees to big box stores for a fair price to grow sustainable organic products on Hawaii Island to raise free range chickens for healthy happy chickens and provide hormone free eggs for consumption throughout the Hawaii Islands Values – to provide a safe, healthy work environment with sustainable wages to produce profitably and support community projects through education and special events

4 Develop your Brand – it is your imageLogo Design Does it represent the feeling you are trying to convey Hire a professional – know what you want before you get there What does the industry look like (you’re not Nike) Own it Tag line or slogans – help to further explain your product What are you providing (product, mission, explanation of) Roy Y. Honda Growing Tomatoes for over 30 years Produce to Product, Inc. Marketing Hawai‘i 's Bounty to the World

5 Company Name or Brand NameConsistency of Use Applied in many ways – file formats, JPG, PDF, TIFF Labeling Advertising Shipping Boxes Stickers Brochures Business Cards Invoices Signage Website Social Media Banners T-shirts

6 There is a correct way – how will it be usedColor What are the colors – Pantone Matching System (PMS), Four color (CMYK) Black and White - is not a version of color Size / Quality of image – 300 DPI (dots per inch) Website vs. Print – resolution Vertical is not Horizontal Large Format – outdoor signage, banners

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8 You’ll need $$$ - budget itCustom printed boxes for product delivery Advertising placement Labels Invoices - ink Business Cards Subscriptions Website development and upkeep

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11 Do your research – Who is your target marketWhy will the customer want to purchase from you Who are the target customers – ethnicity, age, male or female, employed When do my customers buy, what are there values, what is their income Where do my customers buy – big box or local What is my competitor doing, where are they What are my strengths and weaknesses. What are my competitor’s How big is my market, what portion of the market can I get How will the consumer find out about the product – on-line, advertising, PR

12 Who are you marketing (selling) to –Direct to Customer At location Farmers Market Holiday lot Retailer for resale Church Boy Scouts KTA Wholesaler / Big Box (volume, discounts) Home Depot Lowes Walmart

13 What are the Industry TrendsIncreasing interest in local products interest in knowing where your products comes from retailers and big box stores seeking local products fun for the whole family – pick a tree interest in supporting community projects – partial funds go to charity additional exposure from community group

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15 Sources for Market Researchhttps://www.census.gov U.S. Census Bureau American Fact Finder Hawaii.gov Economic Census 2012 Hawaii Business.gov U.S. Small Business Administration Bureau of Labor Statistics U.S. Dept of Commerce The internet

16 American Fact Finder

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18 Results of Market Research: example onlyThere are 196,428 people on Hawaii Island (2015) The average family size is 3.5 Median household income is over $40,000 Asian population majority 2 chain grocery stores and 5 specialty grocers including 3 health food stores 12 various farmers markets around the island 3500 hotel rooms with 20 gourmet restaurants on resort properties 2007 only 29 Christmas Tree Production Farms in Hawaii 31% of Hawaii households purchased a Christmas Tree (2013) 7% of these households purchased two trees

19 Purchase Hawaii – Grown TreeYounger in age – 25 to 49 Female Live in Hawaii for a number of years (11 to 20) Caucasian Live in Hawaii and Maui Purchase from local lots Size of household is not a determining factor

20 What to include in your plan - summaryWho are your Target Customers Age, sex, marital status, income Spending habits Who are your competitors What do they charge, where do they advertise What are their strengths and weaknesses What are your opportunities Where do your target customers get their information Newspaper, TV, radio, publications they read What are your marketing goals Launch a new product Raise awareness to existing customers Announce a new business

21 What to include in your plan (cont’d)How will you market Social media, print, online advertising, event marketing What’s your budget How will you measure success Increase sales to existing customers by 10% Build 5 new repeat customers in six months Who will do it How often will you review and update the plan Stick to the plan unless there is a strong reason to change

22 Mahalo Mahalo to workshop funders: State of Hawai‘i Department of Agriculture, USDA Department of Agriculture Mahalo to project partners: Hawai‘i Forest Institute, DHHL, Hawai‘i Agriculture Resource Center, DLNR Division of Forestry & Wildlife, County of Hawai‘i Department of Research & Development, College of Tropical Agriculture & Human Resources, Coordinating Group on Alien Pest Species, Hawaii Invasive Species Council, Mauna Kea Watershed Alliance Future Forests Nursery, Kulani Correctional Facility.