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Montana MarketManagerMontana MarketManager®® ProgramProgram
A Commodity Group’s Approach to Risk A Commodity Group’s Approach to Risk Management EducationManagement Education
Richard OwenRichard OwenMontana Grain Growers AssociationMontana Grain Growers Associationwww.montanamarketmanager.orgwww.montanamarketmanager.org
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Montana MarketManagerMontana MarketManager®® ProgramProgram
Developed in late 1998 to improve producers grain marketing skills.
MISSION: To provide Montana grain and livestock producers with the tools and information necessary to maximize profits from the marketplace.
Integrates Workshops/Seminars, Marketing Clubs and an online Market Information System (website)
Through partnership with Montana Stockgrowers Association, now includes livestock information in all three program components
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Montana MarketManagerMontana MarketManager®® ProgramProgram
We are in the education and information business – not the advisory business
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Why Montana Why Montana MarketManager?MarketManager?
Because our members told us this was what they wanted MGGA to do!
Because it makes $ense!– On the grain side, every one cent increase
that Montana producers receive for their grain equals $1.6 million to the states economy.
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MarketManager Goal MarketManager Goal
How will we know when we are successful?
When Montana producers consistently market their product in the upper ½ of the market
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Program Evaluation and Program Evaluation and AssessmentAssessment
Benchmark and measure educational progress of participants
Benchmark and measure increased income from participation in the program
Surveys to evaluate producers preference for different distance learning modes
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Advisory CommitteeAdvisory Committee
Provides overall guidance and direction for the program
Includes producers, grain and livestock industry reps, ag lenders, extension, adult and distance education, agribusiness
Meets on a regular basis in Great Falls and by conference call, e-mail
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Major Partners Public/Private Partners:Major Partners Public/Private Partners: MT Dept. of Ag. – (Growth Through Ag) Texas Ag Extension Service (MasterMarketer) Montana Stockgrowers Association Burlington Northern Santa Fe Cenex Harvest States Montana State University General Mills – Northwest Grain Division USDA – Risk Management Agency USDA - Rural Development Agency Burns Telecommunications Center, MSU Northwest Farm Credit Services Bonneville Power Administration Qwest Communications
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Program ElementsProgram Elements
Two full-time staff members dedicated to Montana MarketManager – Program Coordinator – Website Manager
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Additional Partner – LivestockAdditional Partner – Livestock Similar customer base to the Montana Stockgrowers
Association (MSGA). Joint convention in 2000. Discussions started summer of 1999. Finalized spring of
2000. Livestock information now incorporated into all three
components of the program. Contract pays for half of MarketManager Coordinator
position. Portions of other staff and administrative expenses.
Most importantly – shows both membership bases that we can work together.
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Program ElementsProgram Elements
Marketing Clubs
Marketing Workshops
MarketManager Online (Website)
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Marketing ClubsMarketing Clubs Clubs provide a peer support group for learning about and
practicing marketing decisions.
Over 40 clubs in place around MT – and growing
MarketManager provides a network among clubs and leaders.
Offers material, speakers, hands-on support. Communicate with staff and each other through e-mail listserv, discussion board, interactive TV and conference calls
Many clubs cover both livestock and grain markets
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Marketing WorkshopsMarketing Workshops Started out just grain – now includes livestock Available to multiple Montana locations through
interactive video delivery Fall and winter 1999/2000- nine grain workshops –
1039 attendees. Total of 114 workshops in 22 locations Speakers host an online discussion forum Five grain and livestock workshops held in the fall of
2000
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Marketing WorkshopsMarketing Workshops MasterMarketer Program developed by Texas A&M –
Montana and Minnesota added in 2001 Over 60 hours of top notch instruction on all aspects of
marketing Rotated around different Montana locations 2003 Dates:
– Part 1: January 27-29– Part 2: Feb. 11-12– Part 3: Feb. 25-26
Advanced Topic Series (ATS) added in 2002
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Montana MarketManager OnlineMontana MarketManager Online®® (www.montanamarketmanager.org)(www.montanamarketmanager.org)
Hub of the overall program Debuted in March 1999. Expanded to included
livestock market information in June 2000 Provides Montana-specific market news, pricing
information, market commentary, weather, educational information
Full time Website Manager Website free to all members – started out
subscription based
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Commodity ChallengeCommodity Challenge
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Online Marketing Simulation Gamewww.commoditychallenge.com
• Realistic way to practice your marketing skills – and not lose money
• Open to all producer• Most fun when played as a marketing
club• Concurrent session on CC yesterday
afternoon
®®
Why So Much Emphasis on The Why So Much Emphasis on The Internet?Internet?
Over 45% of MT producers on the Internet – and growing rapidly
Reduced costs to the association
Much quicker and more timely information delivery
Time and $ savings for members (less travel)
Improved interaction between members (discussion boards, listservs)
Embracing New Technology in Other Embracing New Technology in Other AreasAreas
Interactive video delivery of workshopsVideo streaming workshops and meetings to
producers home computer
Telephone conferencing of speakers to marketing club meetings
Audio and video taping of workshops
Extensive Internet training at conventions
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Lessons LearnedLessons Learned Producers are more accepting of new distance
technology then we realize. Producers are often more flexible than the technology
Anything to lessen mileage is appreciated by users Rural Internet connection speed is relatively fast, but
still in desperate need of more bandwidth Traditional education providers, such as extension
and associations, are at risk from for-profit startups targeting the same audiences
Constantly scan for non-traditional partners
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Richard Owen
Executive Vice PresidentMontana Grain Growers Association
[email protected] Phone: (406) 761-4596
www.montanamarketmanager.org
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