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SAMPLE PROPOSAL
[Just one of many profit-making resources on our Specialty Food Resource website]
SPECIALTY FOOD MARKETING WORKSHOP
DATE___________________
TITLE: Sell Your Specialty Food - How to Succeed in Specialty Food Marketing
Program Length: 3 hours (Half-Day)
Session Type: Facilitated Discussion
Program Description - Interactive. Three-hour session. Audience will be invited to participate in a series of mini-case studies that describe a number of basic scenarios. Attendees will be guided through the process of providing appropriate responses to each case. This will enable them to gain insights into how to become a profitable food processing firm. The presenter will offer guidance and identify resources that may be used in responding to some of the greater marketing challenges such new food companies face. Issues of benchmarking best practices and how to effectively network with firms facing similar challenges will also be addressed.
Program Goals
• Improve knowledge and enhance skills of food entrepreneurs in processes and resources associated with specialty food marketing.
• Increase awareness of available resources.
• Improve understanding of food buyer (retailer/distributor) needs.
• Increase knowledge of what works and what does not work in specialty food marketing.
Program Outcome
• Better, and more focused, marketing for new-to-market food entrepreneurs.
• Reduction in likelihood of failure (estimated to be in the neighborhood of 90% over the first three years) by being better informed earlier.
• Profitable food entrepreneurs
Program Agenda - The Gourmet/Specialty Food Industry - Trends - Product Potential - Pricing - Positioning - Packaging - The Internet - Direct Mail - Public Relations - Defining the Territory - Primary Markets - Market Research - Distribution - Promotion - Trade Show exhibition - Summary
Presenter Bio: Stephen F. Hall has over 20 years accomplishment in specialty food marketing. He managed the import/export and national sales activity for numerous specialty food products. In addition, his firm acted as an incubator and master broker for new-to-market specialty food companies. He wrote Sell Your Specialty Food, (Called “a go to book for any start-up food company" by Oprah’s ‘O’ Magazine). Additionally, he wrote several comprehensive market research studies for Frost & Sullivan, including The U.S. Dairy Market and The Market for Alcohol Free and Low Alcohol Beverages. He moderated the Kiplinger Economic Forecast Teleconference in Tucson, the Tortilla Industry Association Technology Conference in Los Angeles, and was a guest lecturer, Business Development Workshops: ASBDC 2000, 2005, 2008 Annual Conferences; Idaho Department of Agriculture; University of Alaska-Fairbanks; University of Vermont; University of New Hampshire; West Virginia Office of Economic Development, and Virginia Specialty Food Association.. In addition, has been a principal guest on CNBC "Money Talk," is Managing Editor of Food Entrepreneur eZine, a contributing editor for Entrepreneur Magazine, and has been quoted in The Wall Street Journal.
Fee - Honorarium plus roundtrip transportation from Phoenix, and two nights’ hotel accommodation.
