Market Potential for Outputs产品的市场潜力.pptVIP

Considerations in Determining the Feasibility of a New Enterprise (Part II) Rodney B. Holcomb Oklahoma State University Food Agricultural Products Center Primary Objectives of Feasibility Preview Identify key planning steps for feasibility assessment Determine the required resources for an enterprise Setting stop/go points Assistance programs for helping fund feasibility studies Pre-Feasibility Questions What are my/our goals/objectives? Better price for my/our commodity? Add value to my/our commodity? Business development in my/our community? How much can I/we put into this venture and still keep food on the table? Sweat equity, start-up costs, and eventually investment A Venture Should... Be deemed worthy/unworthy on economic merits. Be taken under consideration as a business completely separate from the farm/ranch. Not be pursued just because of political pressure. Be funded by at least 50% owners equity. Now, What To Do? Several factors to be considered for determining a course of action. Assessment of all possible processing possibilities for a commodity. Catalogue all needed resources for processing. Market research for all processing possibilities. Growth, trends, advertising/promotion. Competition, market share, acquisitions/mergers Market Potential for Outputs Universe of Marketable Product Retail, foodservice, exports, fundraisers Determinants of Market Quality What characteristics are deemed most desirable by customers and how can you provide them? Wholesale Product Value Don’t focus on retail prices. Geographic Market Potential Potential Local Buyers Potential Regional Buyers International Markets Build in expenses/steps for exporting products. Government Programs Potential for large volumes, low margins. Market generation (e.g. ethanol) Market Competition Existing Businesses Where they are, where they distribute products, what brands they manufacture, etc. Businesses that have ceased operations Why did they cease operations? Are their facilities/equipm