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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
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