rambo’s nursery location by paul a. thomas the university of georgia determining: where you are...
TRANSCRIPT
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Rambo’s Nursery
LOCATIONLOCATIONLOCATION
By Paul A. ThomasThe University of Georgia
Determining: Where You Are Now…. And What May Eat You Up In The Future!
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Re-Assessing Your Location
Am I Really in the Right Place
…..or Should I Move?
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What are you gaining?
Who Is Your Customer?
Is This A New Market?
What’s Different?
What’s The Goal?
Marketing
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Site Criteria Table
Factors Grade 1-10 Weight 1-5 Points
Traffic count: Cars or pedestrians
Visibility access
Proximity to competition
Zoning
Parking (include off-street parking)
Condition of premises
Proximity to customer generators
Income level of neighborhood
Population density
Ethnic make-up of neighborhood
Age factor
Directional growth of area
Area improving or deteriorating
Crime/shoplifting rates
Availability of qualified employees
Labor rates of pay
Supplier proximity
Terms and rental rates
Adequacy of utilities, gas, water
Transportation accessibility
Total Points
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PotentialWholesale
PotentialLandscape
Market
PotentialRetailMarket
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Location Affects Income Potential
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Urban Sprawl – Are You Prepared?
Your Greenhouse
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New Greenhouse !New Greenhouse !
Know The Future!
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What’s Your County’s Plan?
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Huh?
TheyCan’tBe
Serious!
Can They?
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Passage of Referendum A. - 1998 Ad-velorum tax exclusion needed by farmers and established for agricultural commodities (including greenhouse and nursery operators) was questioned and challenged by tax commissioners in several Georgia counties. Referendum A was a pre-emptive legislative effort to establish that nursery and greenhouse inventory was not assessable under ad-velorum taxation. This was a team effort between many of Georgia's agricultural commodity groups that would have been affected if standing crops and livestock had become taxable.
Taxation and Tax Status
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THE STATE OF GEORGIA
1997 Georgia H.B. 1350Enacted April 20, 1998
A BILL TO BE ENTITLED AN ACT:
To amend Part 1 of Article 2 of Chapter 5 of Title 48 of the Official Code of Georgia Annotated, relating to exemptions from ad valorem taxation, so as to provide for an exemption for certain livestock; crops; fruit or nut bearing trees, bushes, or plants; annual and perennial plants; Christmas trees; and plants and trees grown in nurseries for transplantation elsewhere which are grown in this state and remain in the hands of a family owned qualified farm products producer; to provide for conditions and limitations; to consolidate such provisions with certain provisions regarding farm and harvested agricultural products; to repeal certain provisions regarding production; to provide for applicability; to provide for effective dates; to provide for a referendum, effective dates, and automatic repeal; to repeal conflicting laws; and for other purposes.
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Urban Sprawl Rate
Atlanta expands outward at 4.5 Miles / Year!
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Urban Sprawl
Relocate Here ?
Or Here?
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Athens Income
Three New
Garden CentersSince 2001
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Expanding Neighborhoods
LandscapeInstallation!
LandscapeRenovation!
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Housing Permits
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Population Density
Best For
Retail?
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Age Of Home Structures
LandscapeRenovation Mailings?
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Ethnicity
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Age Of Residents
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Age Distribution Of Children
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Skill Level
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Years Of Education
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Per Capita Income
Upscale Garden Centers!
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Political Bent!
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Religious Bent
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Unemployment Rate
Last ten years
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Labor Availability May Dictate Location
You Are
Here
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Labor Force Trends
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You want to be closer if: The more perishable your good areThe more dependent you are on walk in sales
How Close To An MSADo You Want To Be?
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Traffic Flow Analysis
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Traffic Flow Document
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[Your Company’s Name]Marketing Plan
[By So and So….][By So and So….]
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Market SummaryMarket: past, present, & futureMarket: past, present, & future
Review changes in market share, leadership, players, Review changes in market share, leadership, players, market shifts, costs, pricing, competitionmarket shifts, costs, pricing, competition
Early Adopters/Pioneers
Mass Market/Followers
End of Product Life
Time
Numberof
customers
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Product Definition
Describe product/service being marketedDescribe product/service being marketed
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CompetitionCompetitionThe competitive The competitive
landscapelandscapeProvide an overview of Provide an overview of
product competitors, product competitors, their strengths and their strengths and weaknessesweaknesses
Position each Position each competitor’s product competitor’s product against new productagainst new product
A B
CD
PerformanceP
rice
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Competition
Can You Compete?Are You Different?Market Saturated?
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Commercial Greenhouses In Georgia
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PositioningPositioningPositioning of product or servicePositioning of product or service
Statement that distinctly defines the product in Statement that distinctly defines the product in its market and against its competition over its market and against its competition over timetime
Consumer promiseConsumer promiseStatement summarizing the benefit of the Statement summarizing the benefit of the
product or service to the consumerproduct or service to the consumer
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Map Out Your Market Share
How much is sold in your area and how much of that is your sales?
State
Region
County
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Market Positioning
Reduction in profit due to falling prices!
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Communication StrategiesCommunication StrategiesMessaging by audienceMessaging by audienceTarget consumer demographicsTarget consumer demographics
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Packaging & FulfillmentPackaging & FulfillmentProduct packagingProduct packaging
Discuss form-factor, pricing, look, strategyDiscuss form-factor, pricing, look, strategyDiscuss fulfillment issues for items not Discuss fulfillment issues for items not
shipped directly with productshipped directly with productCOGs COGs
Summarize Cost of Goods and high-level Bill Summarize Cost of Goods and high-level Bill of Materialsof Materials
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Launch StrategiesLaunch StrategiesLaunch planLaunch plan
If product is being announcedIf product is being announcedPromotion budgetPromotion budget
Supply back up material with detailed budget Supply back up material with detailed budget information for reviewinformation for review
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Phase 1Phase 1
Phase 2Phase 2
Phase 3Phase 3
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Public RelationsPublic RelationsStrategy & executionStrategy & execution
PR strategiesPR strategiesPR plan highlightsPR plan highlightsHave backup PR plan including editorial Have backup PR plan including editorial
calendars, speaking engagements, calendars, speaking engagements, conference schedules, etc.conference schedules, etc.
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Types of PromotionTypes of Promotion
AdvertisingAdvertisingPublicityPublicitySale PromotionSale PromotionPersonal SellingPersonal Selling
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AdvertisingAdvertisingStrategy & executionStrategy & execution
Overview of strategyOverview of strategyOverview of media & timingOverview of media & timingOverview of ad spendingOverview of ad spending
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The Compelling “C’s” of The Compelling “C’s” of JournalismJournalism
Catastrophe
Crisis
Conflict
Change
Crime
Corruption
Color!
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Media TypesMedia Types
Print MediaPrint MediaNewspapersNewspapersMagazinesMagazinesDirect MailDirect MailBillboardsBillboardsDirectory AdvertisingDirectory AdvertisingTransit AdvertisingTransit Advertising
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Other PromotionOther PromotionDirect marketingDirect marketing
Overview of strategy, vehicles & timingOverview of strategy, vehicles & timingOverview of response targets, goals & budgetOverview of response targets, goals & budget
Third-party marketingThird-party marketingCo-marketing arrangements with other Co-marketing arrangements with other
companiescompaniesMarketing programsMarketing programs
Other promotional programsOther promotional programs
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PricingPricingPricingPricing
Summarize specific pricing or pricing Summarize specific pricing or pricing strategiesstrategies
Compare to similar productsCompare to similar productsPoliciesPolicies
Summarize policy relevant to understanding Summarize policy relevant to understanding key pricing issueskey pricing issues
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DistributionDistributionDistribution strategyDistribution strategyChannels of distributionChannels of distribution
Summarize channels of distributionSummarize channels of distributionDistribution by channelDistribution by channel
Show plan of what percent share of Show plan of what percent share of distribution will be contributed by each distribution will be contributed by each channel -- a pie chart might be helpfulchannel -- a pie chart might be helpful
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Where Are You In The Market Channel
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ScheduleSchedule18-month schedule highlights18-month schedule highlightsTimingTiming
Isolate timing dependencies critical to Isolate timing dependencies critical to successsuccess
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Task 2Task 2
Task 3Task 3
Task 4Task 4
Task 1Task 1
Milestone
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Vertical Markets/SegmentsVertical Markets/SegmentsVertical market opportunitiesVertical market opportunities
Discuss specific market segment Discuss specific market segment opportunitiesopportunities
Address distribution strategies for those Address distribution strategies for those markets or segmentsmarkets or segments
Address use of third-party partner role in Address use of third-party partner role in distribution to vertical marketsdistribution to vertical markets
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Wanna Be Different?
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Goals of Niche Marketing
Name recognition
Increased repeat visits
Increased profits
Relief from general competition
Restructured work load / schedule
Personal interest
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PremisesPremises
You are willing to be different
You need to be personally interested You must evaluate frequently
You must actively market and promote
It takes a long-term commitment
Theme gardening is cyclical
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Options For Difference?Options For Difference?
Product Line: Focused, not diverse!
Produce Style: Unique, rare?
Service: Fast, reliable, on time?
Product Quality: Best? Second best?
Easy of Purchase: Drive up, mail order.
Knowledge: Ability to assist, facilitate.
Personality: Friendship, trust, humor.
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Devise a StrategyDevise a Strategy
List: Your goals
Develop: Opportunities
Plan: Tasks and procedures
List: Obstacles and solutions
Develop: Detailed time-lines
Develop: Advertising / marketing options
Ask: Why would anyone shop here?
Planning is essential!
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Venues For Venues For Theme Garden Theme Garden
MarketingMarketing
Trade Shows Philadelphia Show
Radio/ TV/ Newspapers Interviews / Stories
Classified Ads Weekly / Monthly
Local Events Art Festivals Flea Markets May – August
Organizations Garden Clubs
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Crafting A Sale!
Example: Customer wants butterflies, but has too much shade.
Solution: Butterfly garden for shade bundle.
Example: Customer thinks they have a brown thumb.
Solution: Butterfly Garden with step by step design.
ovide layers of involvement and education:
Example: Customer base has beginners, advanced and fanatics!
Solution: Butterfly gardens for beginners
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Crafting A Sale!Crafting A Sale!
Set the stage for the sale:
Adapt images to store front signage
Organize “interest centers.”
Plan a sequence of experiences.
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Crafting A Sale!Crafting A Sale!
Steps to closing a sale:
Get Attention: Unusual advertising!
Spark Interest: Live, how to demonstration.
Develop Desire: Demo butterfly garden.
Facilitate Action: Bundled plants for sale.
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Crafting A Sale!
Establish or re-design store policy:
Empower employees to act
Phone presence / Customer greeting
Reward enthusiasm
Facilitate training
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What to evaluate after 18 What to evaluate after 18 months.months. There’s more than just direct sales!There’s more than just direct sales!
Overall sales.
Media coverage.
New customer base.
Repeat customers.
Community Goodwill.
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Evaluation:Evaluation:
Start tracking inquiries.
Phase in a test event, seminar or demonstration.
Have a garden club focus group…
and then track actual sales from that group!
Search for similar theme on the internet.
Poll employees for interest / support.
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Evaluation:Evaluation:
Follow up assessments:
Listen to customers questions.
Evaluate sales records weekly.
Monitor attendance at similar events.
Use coupons to gauge impact of ads.
Monitor your own enthusiasm.
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Evaluation:Evaluation:
A. (4) Person knows, directs, recommends “it”*.
B. (3) Person knows and directs one to “it”.
C. (2) Person knows about “it”.
D. (1) Person as heard about “it”.
E. (0) Person had no idea “it” existed.
* “it” refers to your business / theme event.
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*Not recommended in Georgia!
Have new theme ideas in pocket.
Continue to listen to customers.
Evaluate sales monthly by theme.
Reward employee with new ideas.