BUSINESS PLANNING & POSITIONING
This course supports new food entrepreneurs through many of their key business decisions: What’s my vision for this business? Do I really need a business plan? How should I position my product (and what that actually means)? How should I structure my business legally and when do I need to talk to a lawyer?
Participants will learn the skills to plan for their food businesses, how to start thinking about positioning and tips on how to communicate to their investors and customers.
Typical course times:
Day 1, 9am – 4pm
Day 2, 9am – 1pm
Followed by optional one-to-one instructor consultation (at additional cost)
Day One: Big Picture
– Business plan overview
– Defining a vision
– Articulating your value proposition
– Brand identity. What is it? Why does it matter? How it’s different to product identity?
– First impressions: The power of storytelling in the customer experience
– The process of developing a brand identity, with or without an agency
Day Two: Business Basics
– Legal structures for food businesses
– Permits, regulations, trademarks, etc.
– Constructing an executive summary
– Practicing your elevator pitch