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Enjoy a lively day chock-full of ideas and insights on mentoring, merchandising and marketing from one of Canada’s leading retail & farm market experts! You will leave armed and dangerous with loads of insights to try out in your operation. Your customers won’t know what hit them! (But they’ll be loving it!) We will conclude the day with an interactive “up close and personal” chat with Pete, where you can ask questions or discuss those managing, merchandising or marketing perils that keep you up at night! Don’t miss this opportunity to attend!

Topics include:

1. Building a Team
2. Merchandising
3. Marketing

Tuesday, February 21, 2017, 9:30am to 3:30pm

Marriott Gateway to the Falls, Niagara Falls , ON

Investment cost: OFFMA Members $89 + HST
OFFMA Team Rate(3) $225 + HST
Non-members $150 + HST

Click here for the registration form:

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Wondering how to get to the top of Google? There are almost 5 billion searches per day on Google. If you are not online, or easy to find, your business is missing out on huge potential.  Many businesses rely on their website and social media profiles for their advertising and marketing- for some their online presence is their only form of advertising. So how do you improve the effectiveness of your website and make sure that customers can easily find you?

Search engine optimization (SEO) involves creating a website in a way that will help draw traffic to your site from search engines. Search engines are the primary means of finding information on the internet- by using SEO techniques you can increase the ranking of your site and thus increase the number of people visiting your site. There are a number of SEO techniques and best practices that can improve your rankings on search engines, and help to make your website as effective as possible.

The government of Ontario has published an E-Business Toolkit, including an on-line booklet Increasing traffic to your website through search engine optimization techniques. This booklet is targeted towards small businesses that are looking to learn how to attract more customers to their website. It includes best practices for search engine optimization, pitfalls, and different considerations for implementing an SEO strategy.

Best Practices:

Key word search:          Determine what words and phrases your customers are looking for. Google’s Keyword Planner can help find the right keywords. Add your keywords in the title, content, images, meta description, title tags, URL, and internal links. Include a meta description tag on each page, and an alternative tag (alt tag) for each page.

Quality Content:      Content is very important- algorithms look at length, frequency and value. The longer your content is and the more often you post, the higher ranking you will achieve.

SEO Local:                Design your website to attract local visitors. Add location addresses and include local links to your pages. Use Google Places and choose the appropriate categories.

Social SEO:              Use Twitter shares, Facebook likes, and social bookmarking to increase search rankings.

Link Building:       Let link building happen naturally through customers sharing and retweeting your content and articles. Getting listed on other quality sites can draw traffic to your site and increase search engine ranking.

Pitfalls:

Marketing:             Make sure you adjust page content when adjusting page titles. Avoid aggressive SEO techniques (loading too many keywords in the website’s content), which could exclude your site from a search engine.

Technical:            Remove any broken links. Do not use videos or images without alternative tags. Do not load your page with too many links, as Google may view this unfavourably.

Considerations:

Before deciding to do this yourself instead of hiring an SEO expert, determine if you have the web development skills necessary for SEO. SEO requires specific technical and marketing expertise; without this expertise, or if your time could be better spent elsewhere, seeking professional help is an alternative.

For more information and detail on search engine optimization, and how to increase traffic to your website, visit the e-Business Toolkit.

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Looking for information on agri-tourism, marketing plans, or direct farm marketing? Three updated factsheets are now available on OMAFRA’s Business Management page:

Developing an Agri-Tourism Operation in Ontario

Are you interested in opening your farm to the public? Does your farm have the potential to integrate agri-tourism into the business? This factsheet discusses what it takes to run an agri-tourism operation, how to define your target market, and the first steps in marketing your business.

Find this factsheet on our website for more information on:

  • The different factors to consider and what it takes to develop a successful agri-tourism operation in Ontario (i.e. physical resources, operations and management, activities);
  • The benefits of identifying your target market and focusing your business on attracting them to your farm;
  • The different types of activities you can offer on your farm (i.e. roadside stands, mazes, classes, bed and breakfast).

This factsheet also poses important questions to ask yourself before opening your farm to the public, including:

  • Do you like dealing directly with the consumer?
  • Are you prepared to spend every weekend during peak season tied to the farm?
  • Are you prepared to accept the liability of having the public on your farm?

After determining if you have what it takes to run an agri-tourism operation and you have defined your target audience, the next step is marketing. This factsheet helps you with the basics of marketing and the importance of public relations and relationship management.

If you and your family are looking at expanding your business into an agri-tourism operation, this factsheet will help you take the first steps.

 Developing a Marketing Plan

If you are looking for information on how to develop a marketing plan or have ever wondered if a marketing plan is necessary, the newly updated Developing a Marketing Plan factsheet is a must-read.

This factsheet provides the basics to developing a marketing plan, starting with defining the 4Ps of marketing: Product, Price, Place, & Promotion. This factsheets then expands into the different steps to take to create a successful marketing plan:

  • Know yourself, your customer, the marketplace
    • Focus on a specific segment or niche market
    • Conduct market research on your customers and competitors
  • Marketing Strategy
    • Where your business is headed, and objectives to meet this goal
  • Implementation Strategy
    • Set out exactly what you will do to meet the needs of your target customers and attract them to your business

After developing a strategy, how are you going to promote and market your product? This factsheet provides a run-down on the different advertising options available to you, including websites & social media, print, electronic, signage, direct promotion, special events, public relations, etc.

Our factsheet provides detailed information on the steps to take when developing a marketing plan, promoting or marketing your product, creating a marketing budget and more.

Direct Farm Marketing in Ontario- A Primer

Have you ever wanted to shift gears and become a price maker, not a price taker? Does direct farm marketing appeal to you? Similar to agri-tourism, there are many different considerations to take into account when entering the direct farm marketing business.

There are different forms of direct farm marketing, including on-farm shops, pick-your-own operations, farmers’ markets, and roadside stands. But they all have something in common: direct consumer relationships.

This factsheet helps you with a number of considerations:

  • What type of consumer will I be targeting?
  • Is your farm located near a population base/market large enough to support the direct farm marketing business?
  • Do you/could you produce a product/service that consumers would be interested in buying through a direct farm marketing channel?
  • Are your family members/employees interested in having direct contact with consumers?

Developing a marketing plan can help answer a few of these questions, and get your business started in the right direction.

Don’t forget about the potential implications of moving beyond primary production and into direct farm marketing and/or value-added agriculture. Regulations covering taxation, land use planning, signage, labelling and public health all need to be taken into account when starting a direct farm marketing venture.

While there are many different factors to consider when starting a direct farm marketing operation, it can be very rewarding for you and your customers. Local food is not a passing trend and there is a lot of opportunity for those willing to invest the time and energy necessary to make it work. For more information on direct farm marketing and how to take the first steps, read more from our Direct Farm Marketing in Ontario- A Primer factsheet.

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Team members vs. employees

While many people classify their staff as ‘employees’, it may be beneficial to adjust this mindset and start hiring team members. Having teams and team members will lead to an open and honest work environment, while having employees can lower morale and lead to a high turnover. Having employees can limit the ability to have an enjoyable environment where people are excited to go every day and give 100 per cent.

Is there really a difference? See if you recognize any of these traits in your staff members:

Employees:

  • Have a ‘get it done tomorrow’ attitude, and will treat urgent issues as if they will always be there.
  • Love making excuses or blaming others.
  • Are internally focused- the effort they put into tasks will depend on how the outcome can benefit them.
  • Need a checklist, no more, and are comfortable working towards this checklist. There is rarely any excitement from the employee on the task.
  • Are dependable to do the same tasks and are easily replaceable.

Team members:

  • Will have a ‘we’ mentality.
  • Are focused on finding solutions.
  • Focus on a shared goal among the team.
  • Will be excited and willing to learn and develop their skillset within the organization.
  • Willing to align their goals with the organization’s goals.
  • Are integral to your team- without them your business would not run as smoothly.
  • Work together to improve your business. They believe that everyone succeeds together.

By hiring team members instead of employees you create a culture that is enjoyable for everyone, more accountable, and more productive. To create this attitude begin with an exercise where everyone refers to each other as team mates and team members, and see how the workplace changes. However, this isn’t enough- for your staff to really feel like team members, your will have to treat them as such. Teams, unlike employees, don’t need managers, but leaders, who work with the team to complete the job.

Hire team members who have a shared passion and vision of your business. This will benefit your business in the long run by creating a happier work environment, where team members don’t dread coming to work, which will ultimately create a lower turnover rate among staff. A lower turnover rate means less time spent training new employees and less inexperienced employees, leading to increases in productivity.

Methods to create a team:

  • More recognition and reward for good/extra work.
  • Listen to everyone’s ideas.
  • Trust your team and give them more responsibility/flexibility.
  • Create common goals and show the benefits of teamwork.
  • Create a task which requires teamwork to accomplish.
  • Let everyone have some fun (team bonding activities).

Resources:

http://reliablewaterservices.com/2016/01/employees-vs-team-members-theres-a-difference/

http://www.huffingtonpost.com/erik-harbison/team-members-vs-employees-whats-the-difference_b_6926436.html

 

 

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Five Reasons to Shop at your Local Farmers’ Market

  1. Strong Sense of Community/Support Family Farmers

Farmers’ markets contribute to a closer and more meaningful sense of community.  They bring community members together for business purposes that are conducted in a social and relationship oriented manner. They are a great method for famers to establish a direct line of communication with consumers and form meaningful relationships.

Farmers’ markets are beneficial to local economies. Consumers spend money within the community and buy locally grown produce instead of purchasing mass produced food that has been transported from thousands of kilometres away. This contributes to the job security of farmers which helps them to remain a successful business in the community. Buying locally grown produce helps to avoid major changes and the loss of farming businesses and farm land.

Farmers can also form mutually beneficial partnerships with other local businesses which help to strengthen the business community, reduce business costs and reach more customers.

  1. Food Quality: Taste Real Flavours

Typically, the food found in farmers’ markets is fresh and high quality. Since the food is grown locally, it spends very little time in transit and in some cases may have often been picked hours before being purchased. This can be compared to the major grocery stores where food often travels for thousands of kilometres over a number of days before reaching consumers. Locally grown food ripens in the field, is picked in season and reaches consumers at its best nutritional quality and taste.

  1. Know Where it’s Coming From

Farmers’ markets allow consumers to ask questions directly to those who are responsible for growing the food. This opens up an important communication and information channel for consumers. It allows them to ask about food quality, the growing process, what was involved with making the food, if chemicals were used in the process and other important questions that may not be easily answered in a grocery store.  Many consumers find this information reassuring at the point of purchase. This interaction builds trust between the farmer and the consumer.

  1. Intimate Atmosphere at the Point of Purchase

Farmers’ markets provide an intimate and fun environment for the whole family. It is unlikely that you will see families go to the grocery store for the day as a family outing. Instead farmers’ markets are often viewed as fun social attractions, which make for good family outings. Many offer fun events or games for entertainment purposes.

A study showed that on average a shopper will have 15 to 20 social interactions at a farmers’ market, compared to one to two at a grocery store.

  1. Adding Value

Farmers’ markets often add a great deal of value to their products in different ways. Value adding to products is any enhancement that helps to increase its economic value. Adding value helps to build customer satisfaction and increase the likelihood of them returning.  A few examples of farmers’ markets adding value to their product include:

  • Add nutritional information
  • Provide recipes
  • Suggest other local attractions in the area
  • Offer fun events (wagon rides or agri-tourism)
  • Small-scale food processing (personal)
  • CSA community supported agriculture (weekly food boxes)

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So, you’ve decided you want to become a farmer.

There are many things you need to think about when starting a farm. Some of these things are what do you want to produce, where are you going to produce it, how are you going to gain the skills to do so, and how are you going to finance this initiative?

Very few people who are starting a farm from scratch have the disposable income to get an operation up and running, and keep it going all on their own. So where do you find financing?

Aside from friends and family, the obvious choice would be your financial institution. Most banks and credit unions have agricultural specialists that deal with just this sort of thing. They have the knowledge, and expertise to help guide you through the process of securing the necessary funds to match your business needs.

In addition to the traditional banks, there are also lending institutions that specifically focus on the agricultural community. These funding sources tend to offer more specialized financial services to their clients. A couple of examples would be Farm Credit Canada and the Agricultural Credit Corporation (specific to operating costs), both prominent lenders to farm and farm-related businesses in the country.

Depending on where you are at in your business’s lifecycle, you may also be eligible for funding through various government programs. While the government is generally not in the business of providing funding for farming start-ups, there are a number of cost-share programs that support new initiatives that focus on job creation, innovation and economic development. Some examples of these programs are the Jobs and Prosperity Fund, Growing Forward 2 and various grants offered by the Ontario Trillium Foundation.

Another source of funding that is growing in popularity is crowdfunding. This method relies on donations or offering rewards. The rewards would most likely be directly related to the product or service your farming venture would produce. While this method may seem like a means of getting “free money”, it is considered taxable income, and does require a significant amount of project management to get your funding campaign off the ground, promoting it, and delivering on commitments after your campaign is complete. Additional information on the legalities of crowdfunding for a business, especially when it comes to equity crowdfunding, is available through the National Crowdfunding Association of Canada.

Whatever source of funding you decide to pursue for your new farming business venture, always make sure you do your homework and are aware of the risks involved. Having a solid business plan is the best place to start to ensure you are prepared for what you want to do, and how you’re going to do it when it comes to starting your farm business.

 

Visit Ontario.ca/agbusiness for more information.

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June 15th is the deadline for the self-employed to file income taxes. As the date rapidly approaches, many people are starting to head to their friendly accountant, shoebox in hand. One of the first questions the friendly accountant may ask is, ‘what type of work are you looking for?’ and will you be able to answer that question?

Professional accountants refer to the work they perform for a specific client as an engagement. It is helpful to understand the options available when asking an accountant to prepare financial statements and perform an engagement. Clients can select from a number of different engagements and the accountant will often help determine which one best suits their specific needs.

There are three different engagements associated with the financial statements of a business:

  1. Audit Engagements
  2. Review Engagements
  3. Compilation Engagements

 

Audit Engagements

The objective on an audit engagement is to enable independent professional public accountants to render an opinion on the fairness of the client’s financial statements.

Audited financial statements are the accepted means which many business corporations report to shareholders, to bankers, to creditors and to government. Federal and provincial legislation in Canada generally requires a limited company (corporations) to prepare annual financial statements for audit by qualified independent auditors.

The financial statements subject to audit are the responsibility of the company’s management. The auditors’ responsibility is to express an opinion on those financial statements. The auditors must plan the audit to obtain reasonable assurance that the financial statements are free of material misstatement. Through the study and evaluation of the company’s system of internal control, and by inspection of documents, observation of assets, making enquires within and outside the company, and by other generally accepted auditing procedures, the auditors will gather evidence necessary to determine whether the financial statements present a fair picture of the company’s financial position and its activity during the period being audited.

Review Engagements

The objective of a review engagement is to prepare and review financial statements to ascertain whether they are plausible, that is, worthy of belief. If, after reviewing the financial statements the accountants are satisfied that the financial statements are not misleading, the accountants’ standard report will preface the financial statements.

Where an audit is not required or the shareholders have waived the appointment of an auditor, financial statements may be prepared on a review basis. Reviews provide limited assurance that the financial information confirms to generally accepted accounting principles.

In performing a review the accountants would must be independent from the clients and have sufficient knowledge of the industry which the business operates. They would acquire sufficient knowledge of the client’s business to make intelligent enquiry and assessment of the information obtained, with the limited objective of determining the plausibility of the information reported on. The review should entail enquiries, analytical procedures and discussion with responsible client officials.

This degree of assurance is less than that resulting from an audit and is expressed as either:

  • The negative assurance that nothing has come to the accountants’ attention that would indicate the financial information is not presented in accordance with generally accepted accounting principles, or
  • A reservation together with appropriate disclosure and explanation of the reservation.

Compilation Engagements

The objective of a compilation engagement is to compile unaudited financial information into financial statements, schedules or reports based on information supplied by the client.

A compilation engagement is appropriate only where the client and other users do not need financial information that conforms in all respects to generally accepted accounting principles and audit or review assurance is not required, and where the client understands that the statements may not be appropriate for general purpose use.

The procedures performed are not designed to enable accountants to provide any assurance on the reliability of the compiled information. To warn readers of this lack of assurance, accountants attach a “Notice To Reader” that states that no review was performed on the information (as above) and that the information may not be appropriate for use by the reader. If accountants know, or have reason to believe financial statements are misleading or incorrect, they must not associate with this information. A compilation may be applicable where financial statements are prepared for the exclusive use of the company’s management or for income tax purposes.

 

Financial Management:

http://www.omafra.gov.on.ca/english/busdev/finance.html

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