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1. kLAkA1ICN ICk LANNING ..................................................................................................... 2
2. VISICN ......................................................................................................................................... 2
3. SWC1 ANALSIS: S1kLNG1nS, WLAkNLSSLS, CCk1UNI1ILS, 1nkLA1S ..................................... 2
4. CCN1Lk1 (NLLDS ASSLSSMLN1S]DLMCGkAnIC kCIILL) .......................................................... 3
S. MISSICN ...................................................................................................................................... 4
6. kC8LLM S1A1LMLN1 ................................................................................................................. 4
7. S1kA1LGILS .................................................................................................................................. S
8. GCALS & C8ILC1IVLS ................................................................................................................... 6
9. AC1ICN LAN] AC1IVI1ILS ............................................................................................................ 7




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1. reparaLlon for plannlng
! Make sure LhaL Lhe farmers LhaL you work wlLh are aware of Lhe changes LhaL you are maklng
and envlslon and LhaL Lhey are on board wlLh lL also.
! Conslder wheLher you need Lo hlre a buslness manager, lnLern, eLc. Lo asslsL and help run
operaLlons more smooLhly.
! llgure ouL hours of operaLlon for yourself, where you have a deflnlLlve sLarL and sLop Llme LhaL
you and your employees are belng compensaLed for so LhaL you are paylng yourself.
! llnally, work on lmprovlng buslness operaLlons as a whole and deLermlne aspecLs of Lhe
buslness LhaL need Lo be Laken ouL or focused on more.

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?our mlsslon sLaLemenL LhaL ls on Lhe webslLe ls well-wrlLLen and good for Lhe webslLe Lo glve
cusLomers an ldea abouL whaL you do and why you do lL.
AnoLher mlsslon sLaLemenL for Lhe lnLernal operaLlons of Lhe buslness may be useful especlally when
hlrlng new employees and expandlng.

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SWC1 analysls can be done aL boLh lnLernal and exLernal levels. SWC1 provldes addlLlonal conLexL for
sLraLeglc declslon maklng. 1o perform an lnLernal analysls, gaLher Lhe lnformaLlon abouL your company's
sLrengLhs and weaknesses, producL maLerlals, relaLlonshlps wlLh sLores, llmlLaLlons, and opporLunlLles.
An LxLernal Analysls allows you Lo undersLand Lhe organlzaLlon's socleLal lmpacL and Lhe vlewpolnL
oLhers have on your company. LxLernal facLors may lnclude Lhlngs llke Lhe economy, fundlng,
demographlcs, soclal and Lechnologlcal Lrends, compeLlLlon, pollLlcs, and publlc oplnlons.
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opulaLlon demographlcs:

SLrengLhs
- SLrong connecuon
wlLh over 30 farms
- Many local
lusburgh drop-o
locauons
- rovlde more
acceslble avenue Lo
purchase locally
grown producLs
Weaknesses
- Labor
- 8uslness experuse for
boLh farmers and
employees
- Advlsory board
lnvolvemenL
- 8randlng servlce ln
supplled sLores and
cusLomer dellverles
- uropos only ln
lusburgh area
CpporLunlues
- 8esLuranL growLh
- new hlres
- Changes Lo Advlsory
8oard
- Crowlng organlc
markeL
1hreaLs
- Lxpandlng lnLo pre-
esLabllshed markeLs
- SusLalnlng currenL
operLauons wlLh
expanslon
Cperauons
SLraLeglc
CrowLh
SLa
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enn's Corner larm Alllance has Lhree separaLe demographlcs LhaL lL reaches:
larmers ln Lhe surroundlng area LhaL sell Lhelr producL Lo you Lo sell for Lhem.
Consumers LhaL value and wanL hlgh-quallLy, farm fresh producLs dlrecLly Lhrough CSA.
8esLauranLs ln Lhe lLLsburgh area seeklng Lo expand and/or lmprove Lhelr menu selecLlon and
quallLy.
lor Lhe farmers a Lool Lo coordlnaLe efforLs on Lhe supply-slde wlll be helpful especlally lf buslness grows
(whlch we expecL Lo happen). An advlsory board for sLraLeglc plannlng speclflcally for growLh challenges
LhaL you are experlenclng and markeLlng efforLs LhaL lncludes Lhe farmers wlll creaLe a more unlfled
alllance beLween enn's Corner larm Alllance and Lhe farmers LhaL you work wlLh.
1he consumers wlll need lncreased markeLlng efforLs ln order Lo conLlnue Lo grow Lhe CSA porLlon of
your buslness.
1he blggesL obsLacle ln malnLalnlng and growlng Lhe resLauranL demographlc ls esLabllshlng a manager
LhaL ls solely responslble for worklng wlLh Lhe managers and chefs aL Lhese resLauranLs.

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A mlsslon sLaLemenL ls Lhe core of why you're dolng Lhe work you do. lL reflecLs Lhe purpose and may
lnclude sLraLeglc reflecLlon. ueveloplng a perfecL mlsslon sLaLemenL ls dlfflculL, so bounce ldeas off
famlly and frlends and Lake Lhe overall consensus of whaL elemenLs need Lo remaln ln Lhe mlsslon
sLaLemenL. Pere ls an example for your buslness:
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1he ma[or obsLacle LhaL your buslness possesses ls lLs lack of resources (labor, flnanclal, and
operaLlonal). 8ecause you know your producL besL, and would raLher promoLe lL on your own, your role
ln Lhe company ls besL ln markeLlng and buslness developmenL. Cne of our consulLanLs always says,
?ou cannoL be worklng on your buslness lf you are worklng ln lL." ln order for you Lo focus on growlng
you need Lo obLaln a workforce as dedlcaLed as you are LhaL can have lncreaslng responslblllLles. Some
of Lhe challenges LhaL you have now are:
WlLh a llmlLed sLaff, expanslon seems unfeaslble lf operaLlons and sLaff responslblllLles are noL
lmproved
no currenL markeLlng ln place
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no seL [ob descrlpLlons
When your package ls ready for plckup, lL ls ldenLlfled LhaL enn's Corner" ls Lhe dlsLrlbuLer
o Are Lhe farms belng adverLlsed on Lhelr producL?
1here ls noL enough aLLenLlon focused Lowards sales sLraLegy. 1he way your producL looks when
you Lake lL ouL, Lhe labellng and packaglng, Lhe smell and color, eLc. need Lo be LhoughL over
and ad[usLed lf needed Lo be approprlaLe Lo dlsplay Lo poLenLlal cusLomers.
CompeLlLlon of farmers markeLs.
?ou do noL have enough help ln producLlon and operaLlons. 1hls may be dlfflculL due Lo
concerns of your formula becomlng exposed and shared. ?ou need Lo secure lnLellecLual
properLy proLecLlon as well as creaLe documenLs LhaL secure LrusL and confldenLlallLy amongsL
your sLaff.
1he buslness ls lacklng a sales presenLaLlon for sources of fundlng. lnvesLors and banks wlll
elLher wanL Lo see an elaboraLe buslness plan or a plLch deck. A plLch deck ls a presenLaLlon LhaL
pro[ecLs Lhe poLenLlal for your buslness Lo generaLe revenue ln Lhe fuLure.

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Cnce you have esLabllshed sLeady operaLlonal foundaLlon for your buslness, lL ls Llme Lo conslder
dlfferenL long-run sLraLegles. 1he long-Lerm goal ls Lo have operaLlons susLalnable and aglle for
expanslon lnLo addlLlonal resLauranLs and drop-off locaLlons. 1hls of course wlll all Lake some Llme, so
you wlll have Lo Lackle each goal ln sLages.
Stage 1 -Des|gnat|ng Staff Need and Iob kespons|b|||t|es
8ased on our meeLlng you need Lo expand your sLaff and also allevlaLe your responslblllLles by hlrlng
people Lo Lake over much of Lhe work LhaL you do now.

LsLabllshlng a llsL of poslLlons LhaL are absoluLely necessary for growLh rlghL now should be done flrsL.
1hen from Lhls llsL creaLlng very deLalled [ob descrlpLlons of expecLaLlons, goals, eLc. wlll be lmporLanL so
LhaL boLh you and Lhe new employee have a muLual undersLandlng of whaL ls expecLed of Lhem and of
yourself.

Goa|: Lxpand by creaLlng new [obs Lo make growLh feaslble.
Act|on: LsLabllsh poslLlons and [ob descrlpLlons LhaL are necessary Lo grow rlghL now.

Stage 2 - Lxpand|ng |nto more restaurants, connect|ng w|th chefs

We undersLand LhaL resLauranLs are your mosL proflLable segmenL, Lherefore, lL wlll be lmporLanL Lo
malnLaln and lncrease Lhls consumer base. Caglng lnLeresL from currenL resLauranL consumers on Lhelr
lnLeresL ln Lhe use of local lngredlenLs could be useful and/or provldlng slgnage Lo Lhe resLauranL.
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Goa|: lncreaslng sales Lo exlsLlng resLauranL cusLomer and expandlng lnLo new resLauranLs.
Act|on: Worklng more lnLlmaLely wlLh currenL resLauranL cusLomers Lo malnLaln and bulld a
more coheslve relaLlonshlp ln order Lo lncrease sales on boLh ends.


Stage 3 - Standard|z|ng operat|ons |n order for cont|nuous growth trans|t|on

Cnce Lhe proper sLaff ls ln place for growLh and expanslon has Laken place ln Lhe resLauranL dlvlslon of
Lhe buslness, buslness operaLlons wlll need Lo be sLandardlzed ln order for growLh Lo boLh run smooLhly
and be susLalnable for some Llme. lf employees have a moblle capablllLy, Lhere are also excellenL
lnvenLory and dellvery managemenL apps.

Goa|: SLandardlze buslness operaLlons for growLh.
Act|on: Work ouL exacLly whaL needs Lo happen and be done by whom Lo sLarL Lhls process.

Stage 4- Lducat|ng your network of farmers through proact|ve bus|ness tra|n|ng
Cnce your buslness has esLabllshed a susLalnable level of sLaff and cusLomers conslder growlng buslness
efflclency Lhrough your suppllers.

Goa|: rovlde measurable buslness sLraLegles farmers can uLlllze ln producLlon
Act|on: ldenLlfy necessary skllls farmers should have and lncorporaLe Lhls buslness Leachlng lnLo
Lhelr conLracL
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- LeL sLa learn buslness and operauons.
- uevelop a plan for lncreaslng responslblllues for Lhls new sLa.
- Allow sLa Lo do more as Lhey learn more.
Plre new sLa
wlLh lncreaslng
responslblllues
- Make connecuons wlLh new resLauranLs ln Lhe area.
- CeL lnvolved wlLh lusburgh 8esLauranL Week
Lxpand resLauranL
dlvlslon of
buslness
- CreaLe a board
- 8ralnsLorm and esLabllsh speclc goals LhaL boLh you and Lhe
farmers are comforLable wlLh.
CreaLe a board for
sLraLeglc plannlng
for Lhe farmers
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Coal #1 - ______
Cb[ecLlves 1asks 1lmellne SLraLegles used Measure/
documenL
8esources needed




Coal #2 - ______
Cb[ecLlves 1asks 1lmellne SLraLegles used Measure/
documenL
8esources needed




Coal #3 - ______
Cb[ecLlves 1asks 1lmellne SLraLegles used Measure/
documenL
8esources needed