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Agriculture - Produce Farm 1.0 Executive Summary 2.0 Situation Analysis 3.0 Marketing Strategy 4.0 Financials 5.0 Controls 1.0 Executive Summary Mixed Greens Gardens (MG) is a local producer of field greens.? MG serves both the consumer market, as well as local restaurants.? MG will succeed in developing a profitable business through the use of their two competitive advantages, quality and flexibility.? MGs pursuit of ultimate quality coupled with the flexibility of a small, local grower?will allow it to exploit the opportunity in the current market.? Right now in Eugene, Ore., demand outstrips supply when it comes to quality field greens.? The local farmers cannot produce enough product to satiate local demand.? Every week they sell out of their greens, wishing that they had more to sell.? Heidi Ponic, the founder and owner of Mixed Greens Gardens sees this market opportunity and is prepared to seize it.? Heidis relentless pursuit of quality, combined with her extensive background in horticulture and sheer passion will propel the business into profitability.? 2.0 Situation Analysis Mixed Greens Gardens is a start-up business.? The greens have been well received, and marketing is now critical to its continued success and future profitability.? MG offers a wide range of high-quality spring field greens.? ?MG grows a wide variety of field greens including red leaf, arugula, radichio, mustard greens, endive, and chicory. The basic market need is high-quality field greens with flexibility in production for both the consumer and commercial market. 2.1 Market Summary Mixed Greens Gardens?possesses good information about the market and knows a great deal about the common attributes of our most prized and loyal customers.? Mixed Greens Gardens will leverage this information to better understand who is served, their specific needs, and how Mixed Greens Gardens can better communicate with them. Market Analysis Potential Customers Growth 2003 2004 2005 2