Kim Anderson
Oklahoma State University
The odds are that
a fool with a plan
will beat a genius
without one!
There is nothing as powerful as
a written goal and strategy.
• Date: Sept 15, 2015
• Current Miles: 664
• Current mpd: 4.3 @ 8:41
• Miles to run: 336
• Days remaining in year: 107
• Weeks remaining: 15 wk 2 days
• At 5 runs per week: 75
• Implies 4.5 mpd
• Within 3 wks: 6 mpd @ 8:31
• Achieved 1,000 on Dec 12.
Priority List
Priority List
How are you going to get the money?
Mission / Vision
Situation Analysis
Strengths and Weaknesses
Opportunities and Threats
Planning and
Strategy
Process
Objectives
Segment, Target
& Focus
Market Mix
Strategies
Action Plans
Developed by Purdue University
Measure Results
6
Mission Statement
• As a family business, we place a strong value on
faith, family, and farming. We respect the wisdom of
experience, but also value the use of technology and
innovation. We work to care for the land and put
great emphasis on soil health and its well-being. We
strive to do all we can to improve our community
and society and to live life outlined by the word of
God and always follow the golden rule.
Situation Analysis
• The family farm owners and participants have or are
obtaining degrees from Oklahoma State University.
The farm sells roughly 30 percent the wheat
production as seed wheat. The operation prides
itself in having some of the cleanest and best
yielding wheat in the area.
• Availability of labor?
• Longevity of owners?
• Financial condition?
• Competition
Strengths
• Ethics
– Pride ourselves in being honest and faithful in all business
dealings.
– We never mislead or take advantage of our customers.
– We obey all laws and policies that apply to our business and
lives.
• Attitude
– Its not about the farm, its about our customers.
– We take pride and enjoy working and running our business.
– When mistakes are made, we make it right, immediately.
Strengths
• Knowledge and Skills
–
Product
–
People
–
Place
–
Price
–
Promotion
• Crop rotations
• On-farm storage
• Delivery
• Price
Weaknesses
• Only three varieties
• On-sight equipment: scales, cleaning and treating
equipment.
• Hiring and training employees.
Threats
• Competition
• Potential conflicts within the family
• Managing Finances
• Distributing income
• Increasing costs
• Decreasing prices
• Financial condition of some customers
• Government policy
Mission / Vision
Situation Analysis
Strengths and Weaknesses
Opportunities and Threats
Planning and
Strategy
Process
Objectives
Developed by Purdue University
13
Objectives
• Provide high quality top yielding wheat seed that
encourages loyalty and repeat business.
• Maintain knowledge about the seed industry.
• Within the next two years, increase the number of
varieties provided from three to five.
• Increase the acres farmed by 20 percent within five
years.
Segment, Target, Focus
• Organize existing customers into three groups.
• Follow up with existing customers twice a year.
• Build a list of potential customers.
• Organize potential customer list into three groups.
• Provided existing and potential customers
information about products and services.
Action Plans and Strategies
• People
• Product
• Promotion
• Price
• Place
Plans and Strategies - People
• Owners/family
– Maintain faith in God, family, and farming
– Continue education
– Manage distribution of responsibilities
• Employees
– Hiring
– Training
– Maintaining
Plans and Strategies - Product
• Varieties
• Cleaning
• Treating
• Service
• Delivery
Plans and Strategies - Promotion
• Advertise in High Plains Journal
• Maintain contact and product information in seed
book and by word of mouth.
• Maintain repetition customer referrals.
• Most important- Clean high yielding fields sell
themselves (reputation)
Plans and Strategies - Price
• Maintain a current and complete account of
production costs.
• Know fixed cost associated with seed production.
• Know Royalty fees.
• Calculate total costs of production.
• Add $3 per bushel to total costs.
Plans and Strategies - Place
• Maintain high quality loadout facilities.
• Have the ability to deliver seed.
Measure Results
• Customer growth
• Volume of sales
• Satisfied Customers
• Acres farmed
Mission / Vision
Situation Analysis
Strengths and Weaknesses
Opportunities and Threats
Planning and
Strategy
Process
Objectives
Segment, Target
& Focus
Market Mix
Strategies
Action Plans
Developed by Purdue University
Measure Results
23
Questions
kim.anderson@okstate.edu
405.744.9817
24
Keys to increasing
the odds of success
Set Objectives
Develop a strategy and
plans for each objective
Write everything down
Follow through
Debrief