Market Channels Resources

Farmers’ Markets and Roadside Markets

Farmers’ Markets -- ATTRA

Establishing and operating a community’s farmers’ market – University of Kentucky Cooperative Extension Service

Penn State University – Critique List for A Roadside Market

Farmers’ Markets Rules and Regulations by Neil D. Hamilton – National AgLaw Publications Center

Community Supported Agriculture and Food in Local Institutions

Community Supported Agriculture – ATTRA

Community Supported Agriculture - Iowa State Extension

Bringing Local Food to Local Institutions -- ATTRA

Local Food Connections From Farms to Schools – Iowa State University Extension

Selling to Restaurants -- ATTRA

Organic Farming

Organic Marketing Resources – ATTRA

Transitioning to Organic Production- SARE

Value-Added Agriculture

Keys to Success in Value-Added Agriculture by Holly Born

Starting a Value-added Agribusiness: The Legal Perspective

Evaluating the Potential of Value-Added Agricultural Ideas a Series of Worksheets to Asses Feasibility by Rob Holland

Agritourism

Entertainment Farming and Agritourism by Katherine L. Adam – ATTRA

Nature-Based Tourism and Agritourism Trends: Unlimited Opportunities by James A. Maetzold, USDA/NRCS

Agritourism Harvest a Profit for Farms and Travel Groups by Jane Eckert, Eckert Agrimarketing

House Bill 329 an Act to Limit Liability Arising form Agritoursim Activities

Senate Bill 268 Sanitation Requirements for Animal Exhibitions

Direct Marketing

Choosing Your Market: A Direct Marketing Decision Tool for Small Farmers – Georgia Organics

Direct Marketing by Katherine Adam, Radhika Balasubrahmanyam, Holly Born – ATTRA (Appropriate Technology Transfer for Rural Areas)

Direct Marketing Guide for Producers of Fruits, Vegetables and other Specialty Crops published by the University of Tennessee Agricultural Extension Service

Direct Marketing of Farm Products and Home Goods by John Cottingham, James Hovland, Jordan Lenon, Teryl Roper, Catherine Techtman

Direct Marketing Resources – ATTRA

Market Planning Resources

SBA Online Women’s Business Center – Marketing Plan Components: A quick review

SBA Online Women’s Business Center – Marketing Plan Outline Sample

SBA -- Marketing Plan Components: Marketing Objectives & Strategies

SBA – Marketing Plan Components: A snapshot of your current situation

SBA – Marketing Plan Components: Competitor & Issues Analysis

SBA Strategizing with the 4 P’s

Understanding the Marketplace to develop your Marketing Plan – Texas Agricultural Extension Service – Texas A&M University

Market Research Resources

Field Guide to Market Research by the Kauffman Center for Entrepreneurial Leadership – Entreworld

Market Research Workbook – Missouri Small Business Development Center

Researching Your Market -- Small Business Administration

Doing your own market research – by Judy Green

Where to find Information for Doing Marketing and Business Studies by Mary Holz-Clause – Agricultural Marketing Resource Center, Iowa State University

Conducting Market Research – Ohio State University Fact Sheet – by Nancy Bull and Gregory R. Passewitz

Montguide – Marketing Research for Entrepreneurs and Small Business Managers

SBA Online Women’s Business Center – Market Research Basics 101

Survey of Consumers of Fresh Produce – Rutgers University (p. 26- 30 of Farmers’ Markets Consumer Trends, Preferences, and Characteristics)

The Ohio State University – Fact Sheets – Finding Customers – Market Segmentation

Pricing Resources

Micro and Home-based business Product Pricing -Oklahoma State Extension

Micro and Home-based business service pricing – Oklahoma State Extension

Pricing - Ohio State University Fact Sheets

Selecting an appropriate pricing strategy - Missouri State Extension

Home based businesses – Pricing your work – Missouri State Extension

Pricing – Understanding Cost and Pricing for Profit SBA online Women’s Business Center

Putting the Right Price on what you sell SBA online Women’s Business Center

Sell What you Sow by Eric L. Gibson, Chapter 24 Pricing for Profits

Pricing nontraditional products and services by L.D. Makus, J.F. Guenthner, and J.C. Foltz

Product Strategy Resources

Building your brand –by Giddens, Brees, and Parcell - Missouri State Extension

Product Features and Benefits – SBA online Women’s Business Center

Branding: Five New Lessons – BussinessWeek Online

Product-Branding-Packaging-Price-Distribution-Promotion-Advertising by Paul Vossen, University of California Cooperative Extension

The Ten Commandments of Emotional Branding by Marc Gobe

Branding for Results by W.R. Max Carey, Corporate Resource Development, Inc.

Branding for the Rest of Us by Robert P. Woyzbun – The/Marketing/Works

Promotion Resources

Ohio State University Fact Sheets – Advertising

Oklahoma State Extension Fact Sheets – The Internet as a Marketing Tool

Iowa State University – Promoting your business

Oklahoma State University – Helpful hints for improving the visual appeal of marketing materials

Promotion Plan – Getting the Word Out – SBA Online Women’s Business Center

Additional Resources

Market Research and Planning

McQuarrie, Edward F. The Market Research Toolbox. a Concise Guide for Beginners. London, UK: Sage Publications, 1996.

Hatman, Harvey, and David Wright. Marketing to the New Natural Consumer. Bellevue, WA: The Hartman Group, Inc., 1999.

Luther, William M. The Marketing Plan. New York, NY: AMACOM, 2001.

Trout, Jack. Trout on Strategy. New York, NY: McGraw-Hill, 2004.

Hall, Stephen F. From Kitchen to Market Selling Your Gourmet Food Specialty. : Dearborn Trade Publishing, 2000.

., .. .. Marketing on the Edge a Marketing Guide for Progressive Farmers. Ottawa, Canada: Canadian Farm Business Management Council, 2002.

Coleman, Eliot. The New Organic Grower. Chelsea, Vermont: Chelsea Green, 1993.

Levinson, Jay, and Godin Seth. The Guerrilla Marketing Handbook. New York, NY: Houghton Mifflin, 1994.

Pope, Jeffrey. Practical Marketing Research. : AMACOM, 1993.

Johnson, J., and C. Hall. A Guide to Successful Direct Marketing. Texas A&M University: Texas Agricultural Extension Service.

Gibson, Eric L. Sell What You Sow. Auburn, CA: New World Publishing, 1994.

Choosing Your Market – A Direct Marketing Decision Tool
Included in the manual as a resource. This is the web link for use on the internet.

Horticultural Business Information Network – Direct Marketing, University of Tennessee
Lots of links with information on direct marketing.

PSU – Market Research How to
Market Research information

QuickMBA – 4 P’s
http://www.quickmba.com/marketing/mix/
Information on the 4 P’s of marketing: Price, Promotion, Product, and Place.

EntreWorld
http://www.entreworld.org/Channel/MarketReseach.cfm
Market Research information

Market Research – What is It, What can it do? – SBA online Women’s Business Center
http://www.onlinewbc.gov/docs/market/mk_research_trad.html
Basics of Market Research

Market Channels/Direct Marketing

AMS Farmers’ Markets
Find a farmers’ Market in any state and other info about farmers’ markets.

How to start a farmers’ market - University of Florida
http://edis.ifas.ufl.edu/FY639
Basics on how to start a farmers’ market.

An Overview of Small Farm Direct Marketing – University of Florida
http://edis.ifas.ufl.edu/FY597
Direct marketing info for small farms.

Ohio Consumer Opinions of Roadside Markets and Farmers’ Markets
Study conducted in Ohio to determine consumers’ opinions about roadside/farmers’ markets.

Alternative Enterprises and Agritourism: Farming for Profit and Sustainability Resource Manual -- USDA Natural Resources Conservation Service
http://www.nrcs.usda.gov/technical/RESS/altenterprise/resmanual.html

Farm Stands 101 – Penn State University
http://agmarketing.extension.psu.edu/Retail/FarmStd101.html
Website on roadside farm stands.

North American Farmers’ Direct Marketing Association website
http://www.nafdma.com
Information from the national organization farmers’ direct marketing.

USDA Direct Marketing website with many links
http://www.ams.usda.gov/directmarketing
Information on direct marketing

How to Direst-Market Farm Products on the internet by Jennifer-Claire V. klotz USDA affiliated
http://www.ams.usda.gov/directmarketing/internetmarketingf.pdf
Information on marketing farm products via the internet.

Teaching Direct Marketing and Small Farm Viability published by the University if California Santa Cruz
http://zzyx.ucsc.edu/casfs/instruction/tdm/order_form_tdm.pdf
Guide to educating others about small farm viability and direct marketing.

Direct Marketing: Connecting to your Farm Customers published by Virginia State University

Direct Farm Marketing and Tourism Handbook published by the University of Arizona
http://ag.arizona.edu/arec/pubs/dmkt/directfarmmarket&tourbook.pdf
General guide to direct marketing and tourism for farmers.

Pricing

Pricing Your Products – US Small Business Administration
http://www.sba.gov/library/pubs/fm-13.pdf
Pricing guidelines for small businesses.

Pricing Strategies – Lesson
http://www.marketingteacher.com/Lessons/lesson_pricing.htm
Pricing strategies including the pricing strategies matrices.

Pricing Strategies – The Write Market
http://www.thewritemarket.com/marketing/pricing.htm
Strategies for pricing products.