| Page 1 |
Director,
markets
FM
ade
making
Jerry (Exec.
Team: 4 quarters
“There’s no limit to what a man
can do”
Age: 40
Location: Redwood City
Education: Junior College
Income: $60,000/year
Family size: 4
Language spoken: English,
Some Spanish
Tech:
smart phone:75%
tablet:0%
computer:25%
Socialization:
• Telephone
• Face-to-face talking
• Facebook
• Twitter
West
Coast
FMA)
Goals:
• Grow the FM association by establishing new
• Direct a financially viable association
• Maintain an attractive mix of vendors at his markets
Pain points:
• Competition w/other FMAs
• Managing the market managers
• Getting/keeping the right vendors
Bio:
Was farmer’s business liaison, including selling at a
Worked with board members of non-profit FMAs, m
connections, saw how the markets work, and now is
his vision of profitable FMs a reality.
Personality
Introvert
Extrovert
Conservative
Liberal
Passive
Active
Motivation:
• Self-empowerment
• Personal Financial gain
• Social recognition
stall.
| Page 2 |
armer
John
(
Tree
fruit
f
Team: 4 quarters
2014 年 10 月 25 日
作者姓名
“There is no choice but to commit
to a sustainable future for family,
land, and community.”
Age: 45
Location: Fresno
Education: BA Agribusiness
Income: $80,000, after drought
losses
Family size: 4
Language spoken: English,
Some Spanish
Tech:
smart phone:40%
tablet:20%
computer: 40%
Socialization:
Telephone (voice, text)
Face-to-face talking
Facebook
Twitter
,
business
owner)
Goals:
• Run a profitable farm business
• Share love of land and agriculture with family and consumers
• Take anniversary vacation with wife in Italy
Pain points:
Uncertainty of domestic and international markets, new
government regulations, changing farm technologies
Drought and politics
Bio:
John grew up outside of Fresno on his father’s farm. John kept
in touch with his high-school sweetheart while he completed
his Agribusiness degree at Cal Poly SLO. His wife’s business
degree is a good complement for their family farm business.
John learns (some) new communication technology from his
two teen daughters. He never has enough time for family or
to improve his golf handicap.
Personality
Introvert
Extrovert
Conservative
Liberal
Passive
Active
Motivation:
Self-realization
Personal financial gain
Family legacy
Respect among his peers
| Page 3 |
manager
Doug
(
M
arket
Team: 4 quarters
“Keep in line.”
“Don’t rock the boat.”
Age: 30
Location: Newark
Education: B.A. Business
Income: $35,000/year
Family size: 3
Language spoken: English,
definitely not Spanish
Tech:
smart phone:45%
tablet:0%
computer:5%
clipboard, paper and pen: 50%
Socialization:
Face-to-face
Telephone (voice, text)
Facebook
)
Goals:
• Keep the peace at the market
• Complete all required administrative tasks on market
day on time and with accuracy.
• Help his boss reach boss’ goals (grumble)
Pain points:
Uncooperative vendors: lacking certificates or
promised products, no-shows, and those vendors that
always ask for more (e.g., more advertising for more
foot traffic)
Boss is always asking for more
Bio:
Doug went from self-appointed to officially-recognized team
leader in the shipping dept. at a furniture company. Doug
balances congeniality with respect for the law. At the market,
Doug has a big presence and IS the law. There are guidelines,
rules, protocols, processes, and plenty of paperwork. There is
just enough softness in Doug’s heart that he can help market
participants when required.
Personality
Introvert
Extrovert
Conservative
Liberal
Passive
Active
Motivation:
It’s just a job
Follow the rules
| Page 4 |
vendor,
Antonio
(
FM
Team: 4 quarters
“Work hard, be wise, and you
have a chance to prosper.”
“Thank you sir.”
Age: 45
Location: Fresno
Education: High school
Income: $30,000/year
Family size: 6
Language spoken: Spanish,
English
Tech:
smart phone:95%
tablet:0%
computer:5%
Socialization:
Telephone (voice, text)
Face-to-face talking
employee of AB Farms)
Goals:
• Sell as much produce at a reasonable price
• No problems with customers, market mgrs, vendors
• Keep the boss (farmer) happy
Pain points:
Competition w/other vendors
Lazy assistants
Being away from home 4 days/ week
Insufficient foot traffic at the market
Bio:
Child of a large Catholic family from a primarily Spanish-
speaking rural community in Central CA. Won the trust of
Farmer Bell and rose through the ranks of farm workers with
hard-work, political savvy, and loyalty. If not too tired on
Monday, he’ll work at the farm to supplement the income of
his long-weekend sales job.
Personality
Introvert
Extrovert
Conservative
Liberal
Passive
Active
Motivation:
Financial security for self and family
Respect from his community, church, and
family
| Page 5 |
vendor,
cupcakes
me?
(+70,000)
twitter
Franci (FM
Team: 4 quarters
“Weekends were made for
“I tiramisu. Did you tiramis-
Age: 30
Location: San Jose
Education: B.A. Business
Income: $10,000/year
Family size: 2
Language spoken: English
Tech:
smart phone:45%
tablet:50%
computer:5%
Socialization:
Facebook, snapchat,
Telephone (text)
.”
.”
business
owner
(CFO)
)
Goals:
• Sell as much produce at a reasonable price
• Build brand popularity by engaging with customers at
market and in social media
• Develop a career with flexibility
Pain points:
Competition w/other vendors
Lazy assistants
Being away from home 4 days/ week
Insufficient foot traffic at the market
Bio:
Didn’t like her office job so she is following her bliss and baking
boutique cupcakes as a cottage food operator (CFO) . Her
husband (marketing) has a good day job so the family is not
wanting. With no kids, husband helps out with the new business.
Franci spends a good amount of her time developing a solid
brand presence on her website, facebook, Instagram, twitter.
She sells at FMs and pop-up markets around Santa Clar and San
Mateo Cos. Market mgrs. like the unique, boutique element that
her product adds to their market.
Personality
Introvert
Extrovert
Conservative
Liberal
Passive
Active
Motivation:
Self-realization: job, community
Build the brand now, with opportunity to coast
later if she decides to have a family