Source: MICHIGAN STATE UNIV submitted to NRP
EXPERIENCING ENTREPRENEURIALISM IN ANIMAL SCIENCE
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
Reporting Frequency
Annual
Accession No.
0203720
Grant No.
2005-38411-15867
Cumulative Award Amt.
$137,772.00
Proposal No.
2005-03315
Multistate No.
(N/A)
Project Start Date
Jul 1, 2005
Project End Date
Jun 30, 2010
Grant Year
2005
Program Code
[ER]- Higher Ed Challenge
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)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
90360993020100%
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.

Progress 07/01/06 to 06/30/07

Outputs
During Year 2 of this 3-year project progress has proceeded in each of the three objectives. The first objective is to design and 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. The curriculum developed in Year 1 was offered in Fall, 2006 to the first group of students. A group of high-achieving and motivated students participated in the course, critiqued the experience and offered recommendations for course improvement. The curriculum included a combined use of expert systems software for the development and application of principles in writing business plans and marketing strategies. A variety of invited speakers and out of class activities in which students interacted with diverse livestock groups engaged the students in promoting their efforts. The second objective, to develop a working laboratory where implementation of learned practices are applied to actual marketing of sheep and sheep flock products resulted in the establishment of the MSU Student Laboratory for Entrepreneurship for Sheep and Wool Products. As part of this objective, MSU Spartan Blankets became the first product for the student lab to market. The blankets were made using wool from the MSU sheep flock and included the MSU Spartan logo. Students had to consider trademark use requirements, promotion, sales, marketing and pricing strategies were implemented to sell their inventory of 450 blankets. The marketing strategies included direct sales to consumers with students displaying their products at primarily livestock industry events. They also initiated successful print advertising and web campaigns to the general public as well as the agricultural and university communities. Objective 3, to communicate the results of this project to other students, industry professionals and other educators also progressed during year 2. Interest in this project from students, alumni, sheep industry organizations and others has resulted in positive promotional opportunities not only for this project but for the Department of Animal Science, the MSU Sheep Teaching and Research Unit and University as a whole. Key industry marketing personal offered their support and expertise to become in involved and potentially expand the project if desired. Students made presentations describing their experience in this project at state agricultural events (e.g. Michigan Farm Bureau annual meetings), participated in television, radio and print media venues discussing their experiences, and met with the President of Michigan State University to discuss their experience and entrepreneurial activities. Key industry leaders were identified to serve on the External Advisory panel and initial requests were met with enthusiastic responses. PRODUCTS: Products of this project to date include the curriculum for a course that combines hands on learning experiences with classroom activities in which basics of entrepreneurial business planning and management are learned. The development, production and sales of MSU Spartan Blankets has been successful and remains in progress. Students developed their own ideas and engaged in preliminary planning for their own entrepreneurial ideas. OUTCOMES: The MSU Student Laboratory for Entrepreneurship for Sheep and Wool Products has been established, MSU Spartan Blankets have been produced and marketed by the Student Laboratory, the initial course offering was completed and suggestions for improvement received. Students have interacted with industry professionals and developed applicable business strategies while learning how and experiencing the advancement of entrepreneurial ideas. Recognition of efforts culminated with the President of MSU electing to use the blankets as University relations activities providing increased visibility for the curriculum, student experience, Department of Animal Science, MSU Sheep Teaching and Research Unit, and local agriculture in general. DISSEMINATION ACTIVITIES: The program director is planning to present the accomplishments and impacts of this project at the Annual Meeting of the American Society of Animal Sciences, Indianapolis, IN in July, 2008. FUTURE INITIATIVES: At present this project is on hold as the Project Director has taken a position at another university.

Impacts
This project provided a highly visible promotion of students experiencing entrepreneurship. Students networked with individuals that offered career opportunities to capitalize on their interest in entrepreneurship in the agricultural community. Print, radio and television highlighted students and their activities and experiences and offered the community an insight to animal agriculture and student activities previously unrecognized. A successful teaching paradigm has been developed that actively engages student participation in entrepreneurial activities while learning basic business planning activities. This model can be used to enhance undergraduate animal science curriculums.

Publications

  • No publications reported this period


Progress 07/01/05 to 06/30/06

Outputs
Progress during Year 1 of this 3-year project has included progress in each of the three objectives of this project. The first objective is to design and 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. A newly developed curriculum is currently (Fall, 2006) being used with the first group of students. A group of high-achieving and motivated students was recruited to participate in the course and will be asked to help critique and recommend changes for course improvement. The curriculum employs expert systems software in development and application of principles in writing business plans and marketing strategies. The second objective, to develop a working laboratory where implementation of learned practices are applied to actual marketing of sheep and sheep flock products has resulted in the establishment of the MSU Student Laboratory for Entrepreneurship for Sheep and Wool Products. As part of this objective, the identification, development and negotiations for production and acquisition of the first product for the student lab to market is in place. MSU Spartan Blankets, made using wool from the MSU sheep flock and including the MSU Spartan logo will be marketed by the students as part of the course requirements. Students have had to consider trademark use requirements, promotion, sales, marketing and pricing strategies as they plan to complete their marketing of 450 blankets by the end of 2006. This project has received considerable interest from outside industry groups and that makes progress on Objective 3, to communicate the results of this project to other students, industry professionals and other educators who may be interested in the results of this activity important as well. Interest from students, alumni, sheep industry organizations and others has resulted in positive promotional opportunities not only for this project but for the Department of Animal Science, the MSU Sheep Teaching and Research Unit and University as a whole. The students currently participating in the course are scheduled to make a formal presentation at the 2007 Michigan Shepherds Weekend in January. Their presentation will include an overview of the project goals and objectives as well as information on the marketing activities of the product from the MSU Student Laboratory for Entrepreneurship for Sheep and Wool Products. Progress has also been made in identifying industry leaders to serve on the External Advisory panel. PRODUCTS: Products of this project to date include the draft curriculum for a course that combines hands on learning experiences with classroom activities in which basics of entrepreneurial business planning, and management are learned. Additionally the development, production and sales of MSU Spartan Blankets are in progress. Students are currently developing their own ideas and preparing business plans as well. OUTCOMES: The MSU Student Laboratory for Entrepreneurship for Sheep and Wool Products has been established and the course is currently being offered. DISSEMINATION ACTIVITIES: Dissemination of project results and outcomes has been informal to date but participation in statewide sheep industry event is scheduled for January, 2007. FUTURE INITIATIVES: Curriculum development and refinement will continue in the future and product marketing activities will be evaluated and based on initial sales success, future needs and opportunities determined.

Impacts
The impact of this project to date has been an enthusiastic reception by students to a non-traditional curriculum offering in Animal Science. Furthermore, very positive increased visibility of student activities and department programs has resulted from a variety of on and off campus groups.

Publications

  • No publications reported this period