Keys to Successful in

Market Development

(and Planning)

• Importance

• 6 Aspects to Consider

Importance of Market Planning

• Complete as Part of Planning Process

- Effects facility design – screening,

storage / curing space, equipment

- Effects economics of operation

• Blue Print of Marketing Program

- Guide to program, can be modified

- Allows for pragmatic approach

Reasons Why Market

Planning is Ignored

• Belief that market planning is not necessary

• Lack of understanding of importance

• Lack of understanding of how it affects staff

• Over anxiousness to ‘sell’

• Lack of attention to marketing side of

business

- Often due to focus on tip fee side of business

- Focus on process/equipment

Key Elements in

Market Development

• Production / Facility

• Product Development

• Market Research

• Promotion

• Education

• Sales / Distribution

Production / Facility Mgt.

Production

• Product quality /

specifications

• Product

diversification

• QA / QC plan

• Testing / certification

programs

Facility

• Inventory control

• Clean

• Storage capacity

• Equipment

• Staffing

• Demonstration site

DO’s

DON’Ts

Uncontrolled give-aways

Product Research

• Literature search

• Lab or university based

– Limited scale, full scale

– Short, intermediate, long term

• Demonstration plots

• Research farms

There’s work to get the product ‘right’ for sale, then

there’s new product development research

Foliage colour - FAIRWAY

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Treatment 1

Treatment 2

Treatment 3

Treatment 4

Differing scale and scientific intensity

Root Zone Guidelines vs. Blending Data

CharacteristicsUSGA

Guidelines

STRI Golf Guidelines(UK only)

90 : 10 Sand:

Compost

85 : 15 Sand:

Compost

80 : 20Sand:

Compost

Saturated Hydraulic Conductivity ≥ 150 mm / hr ≥ 150 mm / hr 780 577 429Total Porosity (%) 35 - 55 % ≥ 35 % 38.2 39.3 39.1

At 30 cm TensionAir-Filled Porosity (%) 15 - 30 % ≥14 % 16.6 17.5 12.5Capillary Porosity (%) 15 - 25 % ≥17% 21.6 21.8 26

Bulk Density (g/cc) 1.6 1.57 1.54

Particle Density (g/cc) 2.59 2.58 2.53

Organic Matter Content (%)1% - 5%

(2-4% ideal) 0.5 - 3.5 % 1 1.3 1.4

At 40 cm Tension

Air-Filled Porosity (%)Not

ApplicableNot

Applicable 26.6 26.6 23.6

Capillary Porosity (%)Not

ApplicableNot

Applicable 11.6 12.7 15.6

pH 6.6 6.5 6.3

Lab research to assist in product development

Onion Research 30

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Yield of >50mm diameter onions - 2016 harvest

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Percentage of >50mm Onions - 2016 harvest

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Percentage increase over control: >50mm diameter onions - 2016 harvest

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Percentage increase over control: <50mm diameter onions - 2016 harvest

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Percentage increase over control: Total Weight -2016 harvest

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Yield of >50mm diameter onions - 2016 harvest

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Yield of <50mm diameter onions - 2016 harvest

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Percentage increase over control: >50mm diameter onions - 2016 harvest

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Percentage increase over control: <50mm diameter onions - 2016 harvest

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Percentage increase over control: Total Weight -2016 harvest

Each input supports

the overall yield

increase, creates

soil building blocks

with the aim of

increasing yield

Market Research

• Quantify Market

• Qualify Market

• Product Positioning

• Identify Competitors

• Identify Constraints / Barriers

– Identify product stigmas

• Develop Market Plan

– Target markets, pricing, etc.

Marketing

Plan

Geographic

Target Market

Target Compost Markets

• Agriculture

• Erosion

Control

• Landscapers

• Reclamation

• Sports Turf

• Resellers

• Retail Sales

• Topsoil Manufacturers

• Turf

• Wholesale Nurseries

Competition

Peat?

Topsoil?

Fertiliser?

Other

composts?

Will likely be market dependent

Promotion

• Name / Logo (branding)

• Product Literature

• Advertising

– Trade shows

– Print, other

• Field Trials (case studies)

• Promotional Items

Education

• Public Sector

• Green Industry Professionals

• Specifiers

• Government Agencies

– Feedstock generators, end users, specifiers, roadway departments

• Facility Employees

Educate

end users

public,

specifiers

Staff

Training

Understand Product Benefits

Sales / Distribution

• Target Markets

• Geography

• Marketing Strategy

• Sales Strategies

• Technical Assistance

• Delivery Infrastructure

• Staffing

Geographic Target

Market

Discussed earlier in marketing plan

Product Mix / Target Markets

• Agriculture

• Wholesale

nurseries

• Landscaping

• Resellers

• Reclamation

• Soil amendment

–Soil conditioner

–Surface mulch

–Planter mixes

–Topsoil manufacture

–Topdressing

• Growing medium

–Peat diluent

• FertilizerProduct positioning

Compost Certification

and Registration

Niche Marketing

• Producing products specifically for

a certain application

• Varying process to effect product

characteristics or adding additives

Specifiers

Market Development

Strategies

• Brokers

• In-house

- Distributors / Stockers

- Direct sales

- Combination

Just distribute?

Technical training is

helpful

Delivery

Infrastructure

Must be able to deliver…

when, when, appropriate

volumes

Compost Market

Development / Sales

• Investment (2-3 years)– Cost

– Time

– Staff

• Game plan

Must work consistently………Tipping Point !

Questions ?