When starting your ostrich farming enterprise, it needs to be built on the strong foundation of a market plan. As with any other business, sound research and planning needs to go into building this marketing plan, if you wish your business to not only succeed, but to grow. The goal of a market plan is to identify or establish your intended market, to research selling prices, and to set the direction of your business.
The marketing plan of your ostrich farming venture does not only cover marketing your finished product, but it drives the whole process of production, as the marketing is totally dependent on having a product to sell, and the finished quality of this product. With poor planning, and poor production, it is certain that market development will be insufficient, and profitability very weak.
Let us look at several components to your marketing plan:
• Situation Analysis: Firstly it is important to do a full market analysis, researching where and how best to sell your products. Secondly you need to analyze Strengths, Weaknesses, Opportunities and Threats (SWOT analysis) that your venture will be facing. Lastly you will need to research your competition. You will need to know how your competition operates, and how productive they are, and also the prices they sell foe, if you wish to remain competitive in your venture.
• Marketing Strategies: Establish a Mission statement for your ostrich farming enterprise. Determine your marketing and financial goals. Establish what your market focus and your product positioning will be. Without clear-set goals for which to aim, your venture will lack the determination or power to succeed.
• Financial statements, budgets and forecasts: It is important to analyze what your budget is to be, what you expect from sales, and what you project your expenses will be. As with any livestock venture, many assumptions will have to be made when working out a budget and a forecast. It is necessary to build in flexibility into the budget, but also “What-if” scenarios. If the breeder ostriches do not produce the forecast number of chicks, how do you plan to break even? Would you consider buying extra ostrich eggs, to hatch, or young chicks even, to supplement the number you have produced? Research how long it takes for revenue from production to be available for use.
• Controls: It is important to set up milestones which need to be implemented in the production and marketing phases. Contingency plans need to be made, and quality controls need to be in place. For instance: Plan on how bad weather will influence the operation, and what you can do as a counter measure.
• Customer Demand: Know the pricing of your products, and how stable your line of supply and demand is. Add measure you can take to secure stability in your chain of supply from the bottom up, and any safety measure you will implement. Also include how you will deliver consistently at the standards you propose, and the quality of goods you propose.
Once you have this marketing plan, which lays a foundation and a direction for you ostrich farming venture, in place you will be able to consider the strategies of how you can fulfill your marketing plan.
The Operational Plan: How do you plan to achieve the level of production that will support the marketing plan? How do you implement the SWOT analysis in your production line to ensure a high standard and productivity?
The Development Plan: Lay out a time-frame and steps required to meet the requirements of your proposed operational plan.
The Financial Plan: Establish how much capital is needed for each step, and also how much is available. Establish how the cash flow will be maintained throughout the production time.
Remember that the management of the marketing plan starts on the farm. Ensuring that your consumers know what quality and compliance stands behind your ventures name brings assurance to your company. Sound management principles concerning supply, quality and uniformity will establish a sound foundation on which your ostrich farming venture can succeed.