Conduct Market Research with Local Harvest

• Local Harvest is a website that has a free nationwide directory of small farms, farmers' markets and other local food sources. It's a great tool to research the market to help you determine where you want to start your farmers' market business. Use the search tool on the site to search for farmers' markets near you. Once you identify several markets, refer to the contact information on the site to get in touch with the market organizers. Call them and ask if they have space available for your business and what their rates are to operate a business at the market.
  
  

Go to the Market

• Once you choose a market where you want to start your business, visit the market and spend some time observing and taking notes on things you see. Note how many vendors you see, the types of foods they are selling and the types of foods that you want to sell that you don't see available at the market. Also, pay attention to the vendors who appear to get the largest lines. Make notes of how they interact with customers, what types of customers they attract, the display materials they are using, what they are selling and their pricing models for their products.
  
  

Build a Marketing Plan

• Use the research you gathered at the market to develop a marketing plan for your business. First, identify the objectives of your plan. Then, list each of your competitors at the market, and outline their strengths, weaknesses and marketing methods. Describe the demographic characteristics of the various customer segments you will target at the market, and how you will differentiate your business from competitors. Finally, outline the marketing tactics you plan to use to promote your farmers' market business.
  
  

Implement Your Marketing Plan

• Start using the marketing tactics you identified in your plan. For example, create a Facebook fan page about your farmers' market business. Post flyers on bulletin boards at local restaurants. Place an ad in a local newspaper or magazine. Go to local events and festivals in your city, and set up a vendor booth to network with people and spread the word about your business. Order a creative, eye-catching sign to display at your booth at the market. Create a website so customers can find you online. Develop a customer-loyalty "punch card" that you can pass out to customers to reward repeat business.
  
  

Develop Relationships

• When you finally start your business at the market, introduce yourself to all your competitors. Be friendly and cordial because it can actually help your business. For example, if you carry a fruit or vegetable that your competitor doesn't and their customers ask about it, they may send customers your way if you develop a good relationship.