Marketing Aquaculture Products — 1

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Yorker articles. Most are on some aspect of entrepreneurship or marketing, and are very enjoyable and readable “in the head of the participant” insights into why some people and organizations fail and others prosper. Karberg, S. Developing and Implementing a Successful Marketing Plan. Department of Agricultural Economics, Purdue University. Publication: EC674. Purdue University Cooperative Extension Service, 612 West State Street, West Lafayette, IN. 1993. Available online: www.ces. purdue.edu or http://www.ces.purdue.edu/extmedia/EC/EC-674html Kawasaki, G. Th e Art of the Start: Th e Time- Tested, Battle Hardened Guide for Anyone Starting Anything. Portfolio, Penguin Group, New York, London. 2004. ISBN: 1-59184-056-2 Kawasaki, G. Selling the Dream: How to Promote Your Product, Company, Ideas-- and Make a Diff erence Using Everyday Evangelism. Harper Collins, New York. 1992. ISBN: 13: 978-0887306006 Leone, R. Success Secrets of the Sales Funnel: How to Go from Hello to Contract. Leone Resource Group. 1992. ISBN: 978-181196259. Th e simplicity of the process is readily communicated; you don’t have to try to be someone else, be yourself and use what works for you. Th is book is a must read for any salesperson that wants to accelerate their income potential. Lsonsky, R. and the staff of Entreprener magazine. Start Your Own Business. Entepreneur Press. 2007. ISBN: 13:978-1-599180-81-6 Lusk, C., and M. Marshall. How to Use Goals to Achieve Business Success: First Steps for New Entrepreneurs. Purdue University Cooperative Extension Service, 612 West State Street, West Lafayette, IN. 2005. Available online: www.ces. purdue.edu or http://www.ces.purdue.edu/extmedia/EC/EC-762.pdf 60 — Marketing Aquaculture Products MarketMaker. A comprehensive interactive database of food industry marketing and business data. It is one of the most extensive collections of searchable food industry data in the country. www.national.marketmaker.uiuc.edu Marketing Research Association. (860) 682- 1000; www.mra-net.org. More Business. (Sample marketing plans, business plans, agreements, planning guides articles and online tools.) http://morebusiness. com Morris, J. E. Niche Marketing Your Aquaculture Products. Publication: TB-107. Iowa State University, Ames, IA. 1994. O’Donnel, M. Th e Marketing Plan: Step by Step. Center for Innovation, Ina Mae Rude Entrepreneur Center, Univrsity of North Dakota, 4200 James Ray Drive, Grand Forks, ND. 1991. Available online: www.innovators.net Pope, J. L. Practical Marketing Research. American Management Association (AMA- COM). 1993. ISBN: 13: 978-0814450864. Available on-line at www.amanet.org. Quagrainie, K. A Guide to Marketing for Small-Scale Aquaculture Producers. Purdue Extension and the Illinois-Indian Sea Grant Program. Publication EC-738-W: IISG-06- 14. Purdue University Cooperative Extension Service, West Lafayette, IN. 2007. Available online: http://www.ces.purdue.edu/new Rath, T. and B. Conchie. Strengths Based Leadership: Great Leaders, Teams, and Why People Follow. Gallup Press, New York, NY. 2008. ISBN: 978-1-59562-025-5. (Th e book includes an electronic access code to take a complimentary Gallup Strengths Finder 2.0 analysis.) Reiss, R. (with J. L. Cruikshank). Low Risk High Reward: Starting and Growing Your Business with Minimal Risk. Th e Free Press, New York. 2000. ISBN: 0-684-84962-3
Schragis, S. and R. Fishman. 10 Clowns Don’t Make a Circus: And 249 Other Critical Management Success Strategies. Adams Media Corporation. 2006. ISBN: 13-978-1593375553 (Th e) Small Business Advisor. (Articles and advice for startups and other resources.) www. isquare.com Smart Biz. (Many good marketing resources for small businesses and tips on creating web sites and other online tools and resources.) www.smartbiz.com Trump, D. J. (with M. McIver). Trump 101: Th e Way to Success. John Wiley & Sons, New York. 2007. ISBN: 13:978-0-470-04710-1 Website Marketing Plan. (Articles and sample business and marketing plans.) www.websitemarketingplan.com. Yahoo! Small Business Resources. (News, good marketing and planning resources for small businesses and tips on creating web sites, accounting and similar online tools and resources.) http://smallbusiness.yahoo.com Marketing Aquaculture Products written by Daniel J. Burden, ISU Extension and Outreach, Value Added Agriculture Program, September 2012 Funding for this project was provided by the North Central Regional Aquaculture Center (NCRAC). … and justice for all Th e U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, age, disability, and where applicable, sex, marital status, familial status, parental status, religion, sexual orientation, genetic information, political beliefs, reprisal, or because all or part of an individual’s income is derived from any public assistance program. (Not all prohibited bases apply to all programs.) Persons with disabilities who require alternative means for communication of program information (Braille, large print, audiotape, etc.) should contact USDA’s TARGET Center at 202-720-2600 (voice and TDD). To fi le a complaint of discrimination, write to USDA, Director, Offi ce of Civil Rights, 1400 Independence Avenue SW, Washington, DC 20250-9410, or call 800-795-3272 (voice) or 202-720-6382 (TDD). USDA is an equal opportunity provider and employer. Issued in furtherance of Cooperative Extension work, Acts of May 8 and June 30, 1914, in cooperation with the U.S. Department of Agriculture. Cathann A. Kress, director, Cooperative Extension Service, Iowa State University of Science and Technology, Ames, Iowa. Marketing Aquaculture Products — 61
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Marketing Aquaculture Products —
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Reality Check: Why Businesses Fail
Page 5 and 6:
do what you think you can do and yo
Page 7 and 8:
line within the market. Your vision
Page 9 and 10: opportunities. Marketing doesn’t
Page 11 and 12: tangible and intangible. To success
Page 13 and 14: the owner, both may be important in
Page 15 and 16: have actually given them my number
Page 17 and 18: Marketing and product development.
Page 19 and 20: or re-tooling; early supplier invol
Page 21 and 22: you 25% and the distributor’s mar
Page 23 and 24: ing and thanking them for making ti
Page 25 and 26: and the benefi ts of the product to
Page 27 and 28: Packages, Labeling & Point-of-Purch
Page 29 and 30: Dealing with Brokers and Distributo
Page 31 and 32: usiness are net-30, net-7, and net-
Page 33 and 34: Dealing Directly with Grocery Store
Page 35 and 36: Sending a press release to the loca
Page 37 and 38: committed; remember that client’s
Page 39 and 40: to be a non-confrontational and str
Page 41 and 42: local resources to build this natio
Page 43 and 44: visibility for participating produc
Page 45 and 46: tant market-research tool. One that
Page 47 and 48: the initial contact and then cultiv
Page 49 and 50: where you think of the market is or
Page 51 and 52: 6. Family owned and operated Weakne
Page 53 and 54: Marketing Plan Outline A simple out
Page 55 and 56: with distributors, letters from sat
Page 57 and 58: Consumer: Th e end user who consume
Page 59: Business Know-How. (Ideas, resource
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