Marketing Magic & Branding Expertise of Farm Managers. Parameters For Evaluation 4/14

Farm Management Companies. A great crop is wasted without great sales. Branding, networks, and promotions decide whether your harvest earns peanuts—or premiums.

Step 1 of 4

Marketing, Branding, Market Linkages & Sales

Q1: Brand Assets (website, deck, case studies, testimonials); When a new investor asks “Can you send me your profile?” what do you show them? 👉 It’s like proposing marriage: do you just say “trust me, I’m good,” or do you show biodata, photos, and reference letters?

Nothing formal; only verbal talk. Like saying “acha ladka hai” without biodata.

A simple brochure or WhatsApp PDF. Like showing a selfie instead of a professional photo album.

A proper website, PPT deck, and written testimonials. Like a biodata with photos, references, and education details.

A full set: website, brochures, videos, case studies, media mentions. Like a marriage proposal backed by a portfolio and news clippings.

Marketing, Branding, Market Linkages & Sales

Q2: Positioning (B2B/B2C, premium/volume, certifications); Are you clear on what “slot” you occupy in the market?👉 Think of clothing: Fabindia positions itself as ethnic premium, while Decathlon is affordable sports. Where do you stand?

No clear positioning; we say yes to everyone. Like a tailor who claims to stitch jeans, sherwanis, and wedding gowns all equally.

Rough idea—sometimes we talk premium, sometimes volume. Like a shop that sells both Gucci and roadside copies.

Defined positioning: B2B bulk supplier OR B2C premium produce. Like a store that clearly says, “We are Reliance Fresh” OR “We are Nature’s Basket.”

Sharp positioning backed by certifications (Organic, GAP, Fairtrade) and consistent communication. Like Amul—clear brand promise, never confused.

Marketing, Branding, Market Linkages & Sales

Q3: Content & Outreach (field days, demos, digital, PR, lead magnets); How do you tell the world about your work?👉 Like a good cook: some just cook at home, some invite friends to taste, some open YouTube channels!

Hardly any outreach—only word of mouth. Like cooking but never offering guests a bite.

Do occasional demos or WhatsApp updates. Like calling neighbors once in a while for tea and pakoras.

Regular outreach: field days, demo plots, digital presence. Like a cook who invites guests regularly to showcase skills.

Full outreach engine: PR, social media, newsletters, podcasts. Like a celebrity chef with cooking shows and branded masalas.

Marketing, Branding, Market Linkages & Sales

Q4: Market Linkages (buyers, processors, contract farming tie-ups); Once the crops are ready, do you already have buyers waiting—or do you start searching then?

No market linkages; rely on spot mandi sales. Like cooking biryani and then searching for guests to eat it.

Some regular buyers, but no contracts. Like having 2–3 friends who usually show up for dinner.

Formal linkages with buyers, processors, and retailers. Like a cook who has tie-ups with 3 restaurants to take his biryani every week.

Contract farming and off-take agreements signed before production. Like a wedding caterer who collects advance and menu approval before cooking.

Marketing, Branding, Market Linkages & Sales

Q5: Ability to Build Buyer Networks (mandis, retail, processors); Are you a solo seller or a network builder?👉 Like a farmer selling mangoes: one goes to the mandi, another sells via societies, another ties up with exporters.

Sell only in one channel (mandi). Like a mango seller at one corner stall.

Multiple buyers, but all local. Like selling mangoes to 2–3 housing societies only.

Network across mandis, retailers, processors. Like having a mango business that covers local shops, wholesale markets, and one exporter.

Wide buyer ecosystem across regions, with structured contracts. Like Alphonso exporters—domestic and global buyers waiting every season.

Marketing, Branding, Market Linkages & Sales

Q6: Promotion, Collaborations, Contract Farming Facilitation; Do you market alone, or join hands with others?👉 Think of Bollywood: some actors work only in solo films, others build hit partnerships.

No promotions, no collaborations. Like an actor who never gives interviews and expects fans to just “know.”

Some promotions (WhatsApp, banners) but no real collaborations. Like a small-time actor doing local ads.

Regular collaborations with FPOs, agri-input firms, retailers. Like an actor doing brand endorsements with other stars.

Active in contract farming facilitation, joint promotions, exhibitions. Like Shah Rukh Khan launching films with full PR + brand tie-ups.

Marketing, Branding, Market Linkages & Sales

Q7: Pipeline Building (farmer/landowner leads, institutional buyers); Do you always have fresh leads in the pipeline, or do you wait for luck?👉 Like a barber: some sit idle waiting, some keep 10 customers lined up in advance.

No lead system; depend on random calls. Like a barber waiting and hoping.

Some manual leads from references. Like a barber with 2–3 loyal customers.

Active pipeline via referrals, demos, and marketing. Like a salon with appointment booking system.

Full CRM with lead nurturing, analytics, conversion ratios. Like a franchise salon chain with online booking, loyalty cards, and packages.

Marketing, Branding, Market Linkages & Sales

Q8: Funnel Metrics (MQL→SQL→Closure, CAC vs LTV, win/loss learning); Do you track how many enquiries actually become clients?👉 Think of rishtas: 100 proposals come, 10 meetings happen, 2 engagements, 1 marriage. Do you measure?

No tracking, we just try our luck. Like parents saying “rishta toh ban jaayega” without counting.

Rough tracking of enquiries vs deals. Like saying “50 log dekhe, 5 ne haan bola.”

Proper funnel metrics tracked (conversion ratios, CAC). Like a marriage bureau noting how many profiles convert.

Advanced funnel analysis with win/loss reasons, LTV, and CAC balance. Like Shaadi.com analyzing why some matches fail and others succeed.

Marketing, Branding, Market Linkages & Sales

Q9: Key Accounts Handling (retail chains, processors, exporters); When you get a big client, do you treat them like royalty or just another buyer?👉 Like restaurants: some treat every walk-in the same, others roll out the red carpet for big food critics.

No special handling, all buyers same. Like ignoring a food critic in your restaurant.

Some attention to big clients, but informal. Like giving a critic a free dessert but no special menu.

Structured key account management: dedicated contact, regular follow-ups. Like assigning a relationship manager to VIP diners.

Full account management system: SLAs, joint planning, custom deals. Like Michelin-star chefs tailoring dishes for top guests.

Review

Marketing, Branding, Market Linkages & Sales

Question :
Q1: Brand Assets (website, deck, case studies, testimonials); When a new investor asks “Can you send me your profile?” what do you show them? 👉 It’s like proposing marriage: do you just say “trust me, I’m good,” or do you show biodata, photos, and reference letters?

Nothing formal; only verbal talk. Like saying “acha ladka hai” without biodata.

A simple brochure or WhatsApp PDF. Like showing a selfie instead of a professional photo album.

A proper website, PPT deck, and written testimonials. Like a biodata with photos, references, and education details.

A full set: website, brochures, videos, case studies, media mentions. Like a marriage proposal backed by a portfolio and news clippings.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q2: Positioning (B2B/B2C, premium/volume, certifications); Are you clear on what “slot” you occupy in the market?👉 Think of clothing: Fabindia positions itself as ethnic premium, while Decathlon is affordable sports. Where do you stand?

No clear positioning; we say yes to everyone. Like a tailor who claims to stitch jeans, sherwanis, and wedding gowns all equally.

Rough idea—sometimes we talk premium, sometimes volume. Like a shop that sells both Gucci and roadside copies.

Defined positioning: B2B bulk supplier OR B2C premium produce. Like a store that clearly says, “We are Reliance Fresh” OR “We are Nature’s Basket.”

Sharp positioning backed by certifications (Organic, GAP, Fairtrade) and consistent communication. Like Amul—clear brand promise, never confused.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q3: Content & Outreach (field days, demos, digital, PR, lead magnets); How do you tell the world about your work?👉 Like a good cook: some just cook at home, some invite friends to taste, some open YouTube channels!

Hardly any outreach—only word of mouth. Like cooking but never offering guests a bite.

Do occasional demos or WhatsApp updates. Like calling neighbors once in a while for tea and pakoras.

Regular outreach: field days, demo plots, digital presence. Like a cook who invites guests regularly to showcase skills.

Full outreach engine: PR, social media, newsletters, podcasts. Like a celebrity chef with cooking shows and branded masalas.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q4: Market Linkages (buyers, processors, contract farming tie-ups); Once the crops are ready, do you already have buyers waiting—or do you start searching then?

No market linkages; rely on spot mandi sales. Like cooking biryani and then searching for guests to eat it.

Some regular buyers, but no contracts. Like having 2–3 friends who usually show up for dinner.

Formal linkages with buyers, processors, and retailers. Like a cook who has tie-ups with 3 restaurants to take his biryani every week.

Contract farming and off-take agreements signed before production. Like a wedding caterer who collects advance and menu approval before cooking.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q5: Ability to Build Buyer Networks (mandis, retail, processors); Are you a solo seller or a network builder?👉 Like a farmer selling mangoes: one goes to the mandi, another sells via societies, another ties up with exporters.

Sell only in one channel (mandi). Like a mango seller at one corner stall.

Multiple buyers, but all local. Like selling mangoes to 2–3 housing societies only.

Network across mandis, retailers, processors. Like having a mango business that covers local shops, wholesale markets, and one exporter.

Wide buyer ecosystem across regions, with structured contracts. Like Alphonso exporters—domestic and global buyers waiting every season.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q6: Promotion, Collaborations, Contract Farming Facilitation; Do you market alone, or join hands with others?👉 Think of Bollywood: some actors work only in solo films, others build hit partnerships.

No promotions, no collaborations. Like an actor who never gives interviews and expects fans to just “know.”

Some promotions (WhatsApp, banners) but no real collaborations. Like a small-time actor doing local ads.

Regular collaborations with FPOs, agri-input firms, retailers. Like an actor doing brand endorsements with other stars.

Active in contract farming facilitation, joint promotions, exhibitions. Like Shah Rukh Khan launching films with full PR + brand tie-ups.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q7: Pipeline Building (farmer/landowner leads, institutional buyers); Do you always have fresh leads in the pipeline, or do you wait for luck?👉 Like a barber: some sit idle waiting, some keep 10 customers lined up in advance.

No lead system; depend on random calls. Like a barber waiting and hoping.

Some manual leads from references. Like a barber with 2–3 loyal customers.

Active pipeline via referrals, demos, and marketing. Like a salon with appointment booking system.

Full CRM with lead nurturing, analytics, conversion ratios. Like a franchise salon chain with online booking, loyalty cards, and packages.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q8: Funnel Metrics (MQL→SQL→Closure, CAC vs LTV, win/loss learning); Do you track how many enquiries actually become clients?👉 Think of rishtas: 100 proposals come, 10 meetings happen, 2 engagements, 1 marriage. Do you measure?

No tracking, we just try our luck. Like parents saying “rishta toh ban jaayega” without counting.

Rough tracking of enquiries vs deals. Like saying “50 log dekhe, 5 ne haan bola.”

Proper funnel metrics tracked (conversion ratios, CAC). Like a marriage bureau noting how many profiles convert.

Advanced funnel analysis with win/loss reasons, LTV, and CAC balance. Like Shaadi.com analyzing why some matches fail and others succeed.

Your Answer:

Marketing, Branding, Market Linkages & Sales

Question :
Q9: Key Accounts Handling (retail chains, processors, exporters); When you get a big client, do you treat them like royalty or just another buyer?👉 Like restaurants: some treat every walk-in the same, others roll out the red carpet for big food critics.

No special handling, all buyers same. Like ignoring a food critic in your restaurant.

Some attention to big clients, but informal. Like giving a critic a free dessert but no special menu.

Structured key account management: dedicated contact, regular follow-ups. Like assigning a relationship manager to VIP diners.

Full account management system: SLAs, joint planning, custom deals. Like Michelin-star chefs tailoring dishes for top guests.

Your Answer:

Strut your feathers but remember, real sales need more than beauty. Share this branding test now!