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Success Strategies That Belong on Your
Radar Screen
Gary Morton January 26, 2018
1
Lower Mainland Horticulture Improvement Association
Pacific Agriculture Show
Horticulture Growers’ Short Course
The challenge and beauty of farming…….
2
Father’s Lesson#1
The most important lessons in life come after you think you know everything
3
Father’s Lesson#2
If I give you the answers to all the questions, you’ll never learn anything for yourself
4
Competitive Advantage
the only real competitive advantage a business has ….
5
Today …. is the tomorrow …. you were worrying about yesterday
6
Today is ….the last day …. of how you & your farm used to be
7
What Should Be on Your Customer
RadarScreen?
8
You cannot
negotiate with a
tiger when your
head is in its
mouth.Winston Churchill
9
Food industry = change
Normal doesn’t visit anymore!
10
Customers are in a battle
The game is changing
Many don't know what game they are in anymore
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Think they know everything
Scared they know nothing
12
Your Customers
Finite game
13
•
Infinite food world
14
What’s your end game?
15
One Eye on Today ….One on Tomorrow
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to earn a good living for you, and your family
Golden Trio #1
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to put money away for yourretirement
Golden Trio #2
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Golden Trio #3position businessto sell or pass on
How many people outside of this building …
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J.O.B.
Just Over Broke
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Uncle Jotham (Major Logan)23
F.A.R.M.F – Freedom
A – Always
R – Requires
M – Money
24
How do you get the customer to keep choosing you ….. over all the other options they have?
25
C.A.R.T.C – Customer/Consumer
A – Alignment With Customer
R – Really Good Customer Plan
T – Trust of Customer
26
“your customer is your most important business asset …. not your product”
T.O.T.
27
Customer - Consumer
28
Where is your thinking?
29
PRODUCT
Marketing/Customer
30
“The farmer is the only man in our economy that buys everything at retail, sells everything at wholesale, and pays the freight both ways.”
J.F.K.
31
“Once you say your going to settle for second, then that’s where you end up.”
J.F.K.
32
Don’t mistake your world … for the world
33
Food World
7.6 billionEveryone has to eat!
34
Everyone is special
35
Global Food World
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Food Safety Transparency
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Increased Sophistication
AMAZON ….. Swallows Whole Foods
40
Technology41
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NewSources Protein
Fodini Printed Pizza
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https://3dprinting.com/food/rapid-prototyping-food-industry/ https://www.naturalmachines.com/
© SKUfood 2017
Customer Apocalypse
44
Demanding consumers
45
Competitive marketplace
• Discounters
• Global year round supply
• Clubs stores
• International competition
46
Customers World
47
Markets are:
• consolidating
• fragmenting
• compartmentalizing
888 all at the same time
Introducing
NEWTechnologies
48
Maybe some collusion?
49
More sophistication50
On-line food purchasing & delivery
51
Shareholderdemands
52
Are you still relevant to customer?
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How did it get in my fridge?
Is your customer still relevant?
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Why do some succeed when others ….
One of life’s little mysteries?
Strategic Influence
influence change …..
through strategic innovation
57
Strategic Innovation
58
Change the rules
59
Food in a box delivered to your door
• Disrupt the markets
• Box Delivery
60
Windows of opportunity
61
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Create new categories
63
Extend the supply
64
Turnkey supply
Gain influence with customer
• Solve problems
• Simplify a crazy world
• Help keep markets
• Help to be more competitive
• Do what others can’t, won’t or don’t65
Problem Solveror Customer Problem
66
Find solutions
Solve the problems
67
1-2 Customer Problems
C.A.R.T.C – Customer/Consumer
A – Alignment With Customer
R – Really Good Customer Plan
T – Trust of Customer
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“your customer is your most important business asset …. not your product”
T.O.T.
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Are you part of the tractor ploughing the way to the future with your customer, or part of the field beneath?
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Thank you!
www.skufood.com
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