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Investor Presentation – Marketing Strategies
April 22, 2010
Member/Managers:
Aaron Green – CEO and Head of Legal ServicesJeffery Dallas – CFO and Head of Financial ServicesPaul Eberly – COO and Head of Nutritional Services
Dorothy Welch – Marketing Manager and Head of Technical Services
“Empowering Agricultural Producers with Knowledge.”
A Blue Ocean enterprise catering to agricultural producers in the Central Shenandoah ValleyWill provide consulting services in the fields of finance & accounting, law, animal nutrition and technology, all under one roofFulfill an unmet need in the market region by providing tremendous value to our customersInitial market targets of large dairy operations, large beef operations and large crop operationsOffer a range of products and services designed to meet our customer’s needs
Executive Summary
Broad understanding of finance and accountingAbility to assist in legal issuesKnowledge of software and technical systemsMastery of animal nutritionStrong network within agricultural circlesAbility to “keep up” with agricultural trends & issuesAll services under one roofLong-term relationship building
Core Competencies
Creating a Blue Ocean
Significant agricultural concentration in the Central Shenandoah Valley:
Market Research
Identification of 635 Market Targets in the Market Region:
165 operations with over 100 head of dairy cattle
194 operations with over 100 head of beef cattle
276 operations with over 200 acres in croplands
Initial Market Targets
“Co-creating the experience with our clients provides a higher sense of loyalty to the organization due to shared
ownership in the process and results.”
Customer Needs
Cost of Attracting Clients
Retention Rates
Overall Value
Customer Loyalty Strategy
Market Segmentation and Brand Equity
Age Segmentation
Life Stage Segmentation
Income Segmentation
Personalization
Team Beliefs and Values
Blanket Branding
Product Strategy
Timely Delivery
On-Site and Field Services
Customer Training
Design and Management of Service
Listening Reliable DeliveryMeeting Expectations Service DesignConstructive FeedbackSurprising CustomersFairnessTeamworkEmployee Research and InvolvementServant Leadership
Pricing
Internal Products and Services Strategic PartnershipsTarget Return on Investment (ROI) of
16%Creative Solutions – Gain and Risk
Sharing ProgramBundling of Products and ServicesDiscountsReferral Opportunities
Market Integration
Channel Strategy- Exclusive distribution directly to the consumer
Greater control over service quality CustomizationAll services under “one roof”On location consultingEliminate need for warehouse, retail space & physical inventory
Marketing Communications
Radio - WRAA, WSIG, WKCYTelevision - Virginia Farming, RFD, WHSV
Daybreak
NewslettersE-mail/facebook
Intermediaries Farmer to Farmer
Relationship Building
“The journey to make our client more profitable and efficient is our destination, it’s where we want to be with each relationship.”
• TV/Radio- build relationships through community involvement
Newsletters/E-mail/facebook- further build relationships with our clients and between our clients.
Intermediaries- strong co-branding and relationship building with banks, credit agencies and co-operatives
Farmer to Farmer- “Faith to Fruition”
Community Presence
Earn media attention through• 4-H• County fair sponsorships• Agricultural scholarships• Pro-bono consulting to disaster struck farmers• Invitations to venues for public speaking to
agricultural producers
Communicating Our Value
“Earning the respect of a few so they will communicate to the masses.”
• Fast and affordable services with a high level of accuracy
• Consultants involvement in the community• Cultivating relationships• Remaining true to values and sustainability
Innovation
Incremental approachShared computer filing systemCustomer surveysTrade showsPeer interactionBrainstorming sessionsRecent literature
Progressive Development
Service offering expansion Local Regional National
Farm management service Experience Farmer Advantage Ownership Rights
Global Strategy
Online marketing tools facebook
Foreign strategic partners in 4 core areasQualityCustomer Relationship Management (CRM)
Holistic Approach
Co-creation methodologyFocus on sustainabilityEnvironmentally awareSocially responsibleEmphasis on organic, locally produced food
AgSolutions: The Learning Organization
Annual internal auditBenchmarks and measurable results
SWOT analysisAcknowledgement of competitionReview of target marketsImplemented innovation
Conclusion & Questions