What product(s) will you offer?

After choosing your segment(s), conducting market research to identify the customer and demand, analyzing it, and building a consumer profile(s), the next step is to refine your farm product offerings by:

• Evaluating your own resources and capabilities to meet the demand
• Differentiating your product(s) from the competition
• Branding and packaging
• Trialing and improving the product

Evaluating Resources and Capabilities

Determine the types and quantities of products you can realistically produce and sell. Consider factors such as the size of your farm, the quantities needed to meet demand, the production plan, infrastructure needs, packaging needs, available manpower, equipment, budget constraints, etc.

For instance, if you have limited space and labor constraints, you may decide to focus your product offerings on only a handful of high-valued and high demand crops that take up less space, are well-suited to your growing environment, and can generate the highest profit margin for you. By aligning your product offerings with your resources, you can maximize productivity and profitability.

See Session 6: The Operations & Accounting.

Differentiate from the Competitor

Another important aspect of refining a product is product differentiation. When defining your farm product offerings, think about your target customers and how you can differentiate your products from competitors. Consider what sets your farm apart - whether it's your sustainable growing practices, unique varieties of produce, or direct-to-consumer sales model.

Besides your product's features, another aspect to consider is whether there are differences in your production process that stand out from the competition. For example, maybe you handpick all your produce at the peak of freshness, ensuring superior quality. Highlighting these unique production methods can help differentiate your products and justify a premium price point. 

Branding and Packaging

Additionally, farmers can refine their products through branding and packaging. Creating a distinct brand identity and packaging design can enhance the perceived value of the product and attract more customers. Farmers can use packaging as a tool to communicate their brand story, values, and quality standards. By investing in packaging and branding, farmers can elevate their product presentation and create a memorable experience for customers, ultimately increasing sales and brand loyalty.

See Session 5: The Sales & Marketing.

Trialing and Improving

The final step is to test and refine your offerings through trial and error. This may involve conducting small-scale trials, gathering feedback from customers, and adjusting based on their preferences and suggestions. By continuously iterating on your products and seeking input from your target audience, you can ensure that your offerings meet their needs and expectations. This process of refinement is crucial for staying competitive in the market and building a loyal customer base over time.

WORKSHEET

How is your final offering unique?

It's essential to identify what makes your final product(s) truly unique in the market. By understanding what sets your products apart, you can better target your sales pitch, marketing and branding efforts, and attract a loyal customer base.

In this worksheet describe each of your products you plan to offer, its unique features or advantages, and why it's valuable to your target markets.

Sources:

Sustainable Agriculture Research & Education, Minnesota Institute for Sustainable Agriculture, Building a Sustainable Business (2010).