Channel Hypothesis: Channel Hypothesis: Garden Centers, Garden Centers,

Direct to Customers Direct to Customers (Landscaper Designers - Maintainers)(Landscaper Designers - Maintainers), , Landscape Supply Centers. B2B and B2CLandscape Supply Centers. B2B and B2C

12 Face-to-Face12 Face-to-Face

1 Retailer and no Landscape Suppliers (yet)1 Retailer and no Landscape Suppliers (yet)

•Customers seem to want pre-mix or small Customers seem to want pre-mix or small bags of pure char - bags of pure char -

•Landscaper wants to buy from trusted Landscaper wants to buy from trusted supplier.supplier.

Who are the users and customers?Who are the users and customers?

From Last Week - Lessons Learned + Need More InfoFrom Last Week - Lessons Learned + Need More Info

Landscaper

Garden SupplyCenter

Organic GrowerOrganic Farm

CSA

Non OrganicGrowerFlowers

Big Box Store Retail Nursery

Home Gardener

InstitutionalGrounds

Maint.

End User Blue = CustomerB2B Sales

? ?

Who buys What and Where? Who buys What and Where?

When they buy may matter too.When they buy may matter too.

Landscaper

Garden SupplyCenter

Non OrganicGrowerFlowers

Retail Nursery

Home Gardener

End User

WholesaleNursery

Phil Wood Garden DesignPhil Wood Garden Design

• New Market, educate gardeners to generate GrassRoot enthusiasm for our product

• Retail Channel might be bagged blends from local mulch suppliers

• Volume Distribution through channels such as Cedar Grove (a large composter), Pacific Topsoil, etc for Landscapers and more Advanced home gardeners

• Educate/Educate/Educate

Input from Random Gardeners Input from Random Gardeners Who Know about BiocharWho Know about Biochar

• All would like a sample and would be happy to participate in a gardening journal– We are setting up our web site and will have a blogging

section for our test gardeners

• Variation in how they’d like it delivered– Most of these are “advanced gardeners”– Bulk on site, mixed with favorite compost or mulch– Interested in blanket - maybe want to make their own

• Regardless of Channel - Price matters

The Retailer!The Retailer!

• The owner stressed the customer’s buying habits are towards pretty, obvious packaging– Packaging brings in more $$ for the same chemical, or amendment.– Customers want the package to say what it does e.g. Amazing Azaleas

• Size of package matters– Her customers are mostly elderly and don’t lift much or small time

and don’t need much– Price matters but there seems to be a “magic” price for a smallish bag

that works - too low and they don’t like it - $4- $6

• Education - Have we Said this before????– Customers want to see the product is for their purpose - or have knowledgeable sales staff that knows how to direct customers

The Business Model Canvas

Distribution

C - SequestrationR.E.Credits

Landowners

Blanket sale/Franchise

Waste Removal

Air QualityImprovement

Landowners-Wood waste generators

IP &Know How

Distributors

Personal Assistance

Direct Sale

Sale of Biochar

Biochar user-Industrial

Biochar user -Retail Gardening

Landscape Designer

Biochar user -Agricultural

Wholesale

Retail

Franchise

Service For Waste Removal

Reliable Low CostChar source

Reduce Run Off

Increased SoilProductivity with

Lower inputs

Crew Training

Secure feedstock

EducationMarketing

RelationshipsWith

Landowners

Blanket Manufacturer

BiocharAdvocates

People

FieldOperation

CapitalFixed costs

Channel Hypothesis Now = B 2 B

WA DNR

What Else We DidWe made some Biochar!!

We are building supply to give out to the eager customers - feeding the grass roots

We’ll get feed back on a real product that will help us determine packaging and price

Biochar UsersBiochar UsersWholesalersWholesalers

Determine willingness, readiness and cost/revenue from mixing our char in with compost and mulch

Can we incorporate the “not so good” char from incomplete burns

Assess price to be ready for next week’s report -

Getting out of the Building - LoopGetting out of the Building - Loop

LandownerLandowner

Blanket CrewsBlanket Crews

Determine receptiveness to Determine receptiveness to alter current habits to alter current habits to accommodate the technology accommodate the technology in fieldin field

End Users Need to Want itEnd Users Need to Want it

- - We need to generate demand, garden shows, demo plots, We need to generate demand, garden shows, demo plots, blogs by users, etc.blogs by users, etc.

- Landscapers, as influencers need to want to use - Landscapers, as influencers need to want to use it/recommend it - they buy bulkit/recommend it - they buy bulk

- Home Gardeners buy at garden stores and are influenced - Home Gardeners buy at garden stores and are influenced by package size and appearanceby package size and appearance

The initial channel for us may be working with The initial channel for us may be working with soil/compost/mulch suppliers who can do bulk or bags.soil/compost/mulch suppliers who can do bulk or bags.

Take Home Points from our Interviews This WeekTake Home Points from our Interviews This Week