Recipient Organization
MICHIGAN STATE UNIV
(N/A)
EAST LANSING,MI 48824
Performing Department
ANIMAL SCIENCE
Non Technical Summary
This project provides students an opportunity to explore ways to enhance sustainability of small and part-time agricultural enterprises by capitalizing on product differentiation instead of commodity based marketing practices. ventures. Through experiential learning, basic business management is practiced and will further clarify the importance of business expertise in successful livestock
Animal Health Component
100%
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Goals / Objectives
This project provides a unique opportunity to incorporate an entrepreneurial focus and direct marketing application into an animal science curriculum that has traditionally focused on marketing techniques for commodity-based production animal agriculture. The project will consist of three objectives. Objective 1. To implement a curriculum in which students learn techniques and procedures applicable to discovery and evaluation of marketing options and new product launches for animal agricultural enterprises. To accomplish this objective a course will be developed and submitted for temporary approval, students will apply and be interviewed for participation in the initial course offering, an entrepreneurial advisory council will be convened, students will make presentations of their innovations to the advisory council and ultimately the course will be submitted for formal academic approval. This objective will be completed when students have successfully completed the
course and have provided input for improvement of the course, when advisory council input for course improvement and/or refinement has been incorporated, and the when the curriculum has been approved for formal course offering. Objective 2: To develop a working laboratory where implementation of practices learned in Objective 1 are applied to actual marketing of sheep and sheep flock products. This objective includes the establishment of the MSU Laboratory for Entrepreneurship in Sheep and Wool Products; the interview, selection and hiring of students for the position of Student Laboratory Manager; establishment of processor contracts for initial marketed products; and placement of initial product inventory. Over the course of this project, it is expected that at least three new products are identified for consideration to add to the line of marketed products. At the completion of this project, we expect to have sold our initial inventory of products, established a supply chain and
inventory management system, and have plans in place to expand marketed products and sales for the subsequent year. Our final expectation is to have a self-sustaining laboratory. Objective 3: To develop a web-based resource for efficient information dissemination and transfer, and application of web-based marketing technologies. A project web site will be developed to serve a number of functions including: a resource listing of sheep marketing activities, a teaching resource for distribution of class information and a vehicle which will enable the sale of products via the web. This project incorporates the concepts of free enterprise, economics, creativity, critical thinking, team work, integrity, and community impact in a setting where students will gain the skills and experience needed to apply entrepreneurial skills necessary for future success in businesses marketing livestock products.
Project Methods
The Michigan State University Sheep Teaching and Research facility provides the platform upon which we will build our teaching laboratory. This facility is appropriate because the infrastructure provides the raw materials needed and the flexibility required to explore new and innovative ideas. This proposal will provide the foundation for the Laboratory for Entrepreneurship in Sheep and Wool Products and allow its development in a way that will make it sustainable. The first objective is to implement a curriculum in which students learn techniques and procedures applicable to discovery and evaluation of marketing options and new product launches for animal agricultural enterprises. In this curriculum, students will propose and investigate a marketing option for a product or service related to the sheep industry that will be further developed throughout the course. This will include the development of a business plan with a complete marketing strategy. An
Entrepreneurial Advisory Council will meet with students at the completion of their business planning activities, will listen to student presentations of their ideas and provide feedback to the students. Students will learn to write and present ideas clearly, concisely, and professionally and will have the opportunity to interact closely with producers, bankers and other council members involved in successful business enterprises. Additionally, the advisory council will have the opportunity to interact with enthusiastic young people who are actively seeking information and professional experiences. The second objective is to develop a working laboratory where implementation strategies of learned practices are applied to actual marketing of sheep and sheep flock products. Activities consist of active participation in actual product marketings. During the first year, marketing of selected fiber based products produced from sheep maintained at MSU, will be developed as salable products
and will be the initial focus. Student involvement in key decisions will include: identifying target markets, advertising, pricing strategies, sales points and inventory and supply chain management. Legal use of trademarks, branded products, and logos will also be addressed and will change as new products are considered for launch. Students will also have the opportunity to apply and interview for the position of student manager. Student manager activities include participation in contract negotiations with processors, and inventory, budget and personnel management. The student manager will receive a salary and operating budget for this role. Performance evaluations will be conducted. It is expected that this position will be highly sought by students as the concept develops, and will be a valuable leadership experience. The third objective is to develop a web-based resource for efficient information dissemination and transfer and will be used as an application of web-based marketing
technologies. A contracted web designer will establish the site initially. Course materials and marketing resources will be uploaded as developed. Use of the site for web-based product sales will be initiated.