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Barchart Go-to Market Strategy - Coggle Diagram
Barchart Go-to Market Strategy
Personal
Skills, Education, Competencies: Time spent working in industry, relatively new to Barchart but has proven to provide ability to not "default" to how we used to do things, college degrees in agriculture and business increases ability to work across teams, organizational skills help to keep everyone and everything in line and on track
Focus on Client Needs: Clients have been coming to me with problems within their apps, I have been able to use their complaints and comments to develop a program that helps them learn the skills most useful to them, clients also need help getting the app out to the farmers, hence the need for a marketing campaign that creates minimal work for elevator
Historical/Cultural
Previous Programs: Previously had minimal support for continued education, sales people initial demonstration was about it
Changes in technology in ag over time are making our products more relevant
Political
Being in Chicago, it makes it more difficult to do in-person things, since there are more COVID requirements. However, most our customer base and sales reps are in the midwest which is less impacted as of now
When agriculture is well-supported, elevators are more likely to spend money to improve business which is beneficial for us.
Economic
Stability: As long as grain elevators are in business and need a system to manage their grain, we're good to go
Agriculture and Tech influences, keeping up with current trends and what customers are needing based on economic development
Emotional
Continuing vs. Immediate Needs: Continuing will include help training merchandisers for the app and cmdtyView, marketing efforts, diagnosing problems. Immediate will be initial set up and training, along with farmer log ins.
Emotional Events and Issues: Things can get pushed back due to sickness, family issues, other struggles that we do not see among the customers. Small town tragedies, issues with employees, stress, etc.
Felt vs. Want Need: Customers tell us what they want and need as far as features in the app, marketing tactics are more of a felt need, as they don't generally know it's available but we know that they are needed to increase app downloads
Educational
Motivations: Elevators want to feel confident to answer app questions for the farmers, motivated to learn since they are paying for the product
Continuing Education: Working with clients repeatedly creates trust and value by developing the relationship and becoming a resource for issues to maintain the relationship even when things aren't perfect