Page 3 of 3 New Food and Farming Ventures - Resource Manual Sept. 2003
Chapter 3 · Marketing
Basic Marketing Worksheet
Use this worksheet to think about marketing your product/service. You can revise as you learn more about markets for your products/services.
1. Product/Service
a. Our main products or services will be:
b. The main benefits of our products/service are:
c. Our main competitors are:
d. Advantages of our products/services over those of the competition:
2. Location and Type of Market
a. Our market is/will be (mark all that apply):
__local __multi-county __statewide __multi-state __national
__international __other (describe)______
b. Our typical customer is/will be (mark all that apply):
__a household __a foodservice business __a retail store __a distributor
__a governmental unit __a food processor/manufacturer
c. Our typical customer is/will be located in (mark all that apply):
__a rural area __a small town __a medium-sized town __a suburban area
__a metropolitan area __other (specify)______
3. Typical Household Customer (complete if household is marked in 2.b. above)
a. Our customer is/will be (mark all that apply):
__male __female __has small children __has school-aged children
__young __middle age __senior __other characteristics (specify):______
______
b. Our typical customer’s income level is/will be:
__high __middle __low
c. The majority of purchases are/will be made:
__weekly __seasonally __for special occasions
d. Our product will be sold to household customers through (check all that apply):
Page 3 of 3 New Food and Farming Ventures - Resource Manual Sept. 2003
Chapter 3 · Marketing
q Farmers’ Markets
q Roadside Stands
q On-Farm Retail Outlet
q U-Pick
q Subscription Service or Community Supported Agriculture
q Internet Sales/Mail Order (using U.S. mail or delivery services for shipping)
q Other (specify)______
______
Page 3 of 3 New Food and Farming Ventures - Resource Manual Sept. 2003
Chapter 3 · Marketing
e. The principal reason a household customer will buy our product/service is:
4. Typical Business Customer (complete if foodservice business or retail stores are marked in 2.b. above)
a. Our typical foodservice customer is/will be (mark all that apply):
Page 3 of 3 New Food and Farming Ventures - Resource Manual Sept. 2003
Chapter 3 · Marketing
q Fast Food Restaurants
q Family Dining Restaurants
q Fine Dining Restaurants
q Bed & Breakfast’s
q Hotels
q Hospitals
q Nursing Homes
q Schools
q Colleges/Universities
q Business & Industry Cafeterias
q Caterers
q Government Units (prisons, military bases, etc)
q Other (specify)______
______
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Chapter 3 · Marketing
b. Our typical retail customer is/will be (mark all that apply):
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Chapter 3 · Marketing
q Convenience Stores
q Club/Discount Retailers
q Conventional Grocery Retailers
q Upscale Grocery Retailers
q Natural Food Retailers
q Natural Food Co-ops
q Butcher Shops/Locker
q Other (specify)______
______
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Chapter 3 · Marketing
c. The principal reason a business will purchase our product/service is:
5. Promotion
a. Our principal means of promotion will be:
b. In addition, we will promote ourselves by:
c. The target audience of our promotion will be:
6. Price
a. We will set our prices using: ___cost-based[1] pricing strategy
___competition-based[2] pricing strategy ___customer-based[3] pricing strategy
___other pricing strategy (describe):______
______
b. If our prices are higher than the competition, customers will buy our products because:
[1] Basing prices on the full costs of production and marketing, plus a profit percentage.
[2] Basing prices on those set by competitors.
[3] Basing prices on the willingness of customers to pay based on their perceptions of the product’s value.