A brief overview of basic market research for those interested in commercializing non-timber or related forest resources

1. D. WILSEY
MARKET RESEARCH
ESSENTIAL !
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

2. D. WILSEY
THE MARKET IS A SYSTEM...
1. DISCOVER THE SYSTEM
AND ITS PARTS
(WORK AT THE SPECIFIC,
BUT UNDERSTAND THE WHOLE)
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

3. D. WILSEY
VALUE CHAINS /
NETWORKS
“A NETWORK OF LABOR AND
PRODUCTION PROCESS THAT
RESULT IN A FINISHED
COMMODITY” - HOPKINS & WALLERSTEIN (1986)
“A COMPLEX WEB OF ACTORS THAT
AFFECT THE PRODUCTION-TO-
CONSUMPTION PROCESS” - BLOWFIELD 2001
IT’S A SYSTEM!
DRAW PICTURES!
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

4. D. WILSEY
VALUE CHAIN /
NETWORK
D. CURRENT
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

5. D. WILSEY
THE MARKET IS A SYSTEM...
2. BRING THE SYSTEM TO LIFE
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

6. D. WILSEY
INVESTIGATE!!!
(AKA: MARKET RESEARCH)
TALK TO: USE:
GROWERS, PHONE CALLS,
HARVESTERS, PERSONAL VISITS,
MIDDLEMEN, LIBRARIES,
SUPPLIERS, THE INTERNET,
BUYERS, CHAMBER OF COM.,
VENDORS, UNIVERSITIES,
STORES, LOCAL BUSINESSES,
FORESTERS, BUY SAMPLES,
NEIGHBORS, MAKE THINGS
ETC. ETC.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

7. D. WILSEY
D. CURRENT
D. CURRENT
J. SANTOS
TAKE PICTURES!
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

8. D. WILSEY
LEGWORK...
TAKE NOTES:
ON PRICES IN
DIFFERENT LOCATIONS,
AND AT DIFFERENT
STAGES OF FINISHING
OR PRODUCTION,
ON DIFFERENT QUALITY
CONDITIONS
KEEP A JOURNAL!
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

9. D. WILSEY
MARKET RESEARCH
FIND OUT ABOUT:
CHALLENGES FACED
COMPETITORS
COMPETING PRODUCTS
PRICES AT ALL STAGES
SUBSTITUTES / “SIMILARS”
YR:YR TRENDS
SEASONALITY
VALUE-ADDED OPTIONS
PRODUCTION STANDARDS
UNEXPECTED PROBLEMS
FINDING HELP
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

10. D. WILSEY
A.
WHAT YOU
DO.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

11. D. WILSEY
A.
WHAT YOU
DO.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

12. D. WILSEY
A. B.
WHAT YOU HOW YOU
DO. CONNECT.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

13. D. WILSEY
A.
WHAT YOU
DO.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

14. D. WILSEY
A. B.
WHAT YOU HOW YOU
DO. CONNECT.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

15. D. WILSEY
A. B. C.
WHAT YOU HOW YOU HOW YOU
DO. CONNECT. FIT IN.
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

16. D. WILSEY
(NATURAL RESOURCE)
MARKET CHALLENGES
FOUR CHALLENGE AREAS:
ECOLOGICAL
ECONOMIC
SOCIO-POLITICAL
MANAGEMENT INCOMPATIBILITY
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

17. D. WILSEY
(N.R.) MARKET CHALLENGES
“CAUSAL” FACTORS FOR FAILURE
MARKET-RELATED
INSTITUTIONAL CONDITIONS
BIOLOGICAL ATTRIBUTES
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA

18. D. WILSEY
ADDITIONAL RESOURCES
A HANDBOOK FOR VALUE CHAIN
RESEARCH -
KAPLINSKY AND MORRIS, 2001
HTTP://WWW.VALUE-CHAINS.ORG/DYN/BDS/DOCS/DETAIL/395/1
PARTICIPATORY MARKET CHAIN
ANALYSIS FOR SMALL-HOLDER
PRODUCERS-
INTERNATIONAL CENTER FOR TROPICAL AGRICULTURE, 2007
HTTP://ISA.CIAT.CGIAR.ORG/CATALOGO/PRODUCTO.JSP?CODIGO=P0398
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA