What is Collaborative Marketing?
About this Publication
Using this Publication
Introducing the CMG Profiles

Why Market Collaboratively?
Take Advantage of Size Economies
Maintain a Steady Flow of Products
Preserve an Existing Market
Create a New Market
Gain Access to Knowledge and Professional Expertise
Increase Bargaining Power
Promote a Product Line
Access a Broad, Diverse Customer Base

Challenges to Working Together
Lack of a Common Mission
Lack of Commitment
Barriers to Entry and Exit
Costs of Group Decision Making

Are You Ready for Collective Action?

Getting Started

Indentify a Need, and Opportunity, and an Idea
Foster Your Idea and Ask Questions
Informally Assess Market and TEchnical Feasibility
Take Advantage of Resources
Outcomes

Informally Explore and Develop Your Idea
Keep Asking and Answering Questions
Establish a Steering Committee
Consult With Resource Agencies
Identify an Attorney
Identify Consultants
Identify Potential Lenders
Outcomes

Formally Explore and Develop Your Idea
Establish an Initial Business Structure
Submit Funding Proposals
Conduct Technical REsearch and Develop a Business Plan
Determine Necessary Investments
Apply for Loans and Plan for an Equity Drive
Decide on a Long-term Organizational Form
Outcomes

Recruit Members and Raise Equity
Table 1: Alternative Organization Forms for Collaborative Marketing Groups
Determine Equity Requirements
Schedule Informational Meetings
Don't Lower Your Equity Targets
Outcomes

Begin Operations
Develop Sound Business Practices
If Necessary, Hire Employees
Build Learning INto Your Operations
Prepare for Growth
Stay Focused on Your Business Idea

You're on Your Way

Collaborative Marketing Group Profiles

Apple Crisp Cooperative
Central Minnesota Buckwheat Growers
CROPP Cooperative
Dawson Buying Station Network
Minnesota Agro-Forestry Cooperative
Prairie Farmers Cooperative
Prairie Lamb Cooperative
Rangeland Farmers Cooperative
St. Paul Growers Association
Whole Farm Cooperative

Resource Guide

Business and Strategic Planning
Business Structure
Cooperative Principles, Development and Management
Finance
Legal
Marketing and Collective Bargaining
Membership
Product Development and Facility Design
Transportation and Distribution
Contact Information

Acknowledgements

Authors

Robert King, Department of Applied Economics, University of Minnesota
Gigi DiGiacomo, Consultant

Project Team Members

DeEtta Bilek, Sustainable Farming Association of Minnesota and Buckwheat Growers Association
Terry Dalbec, Minnesota Department of Agriculture
Brian DeVore, Land Stewardship Project
John Essame, Prairie Lamb
Harry Hoch, Apple Crisp Cooperative
Tom Wegner, University of Minnesota Extension Service

Series Editor

Debra Elias Morse, Minnesota Institute for Sustainable Agriculture

Reviewers

Phill Arnold, Producer, Long Prairie
John Cunningham, University of Minnesota Extension Service
Tim DuFault, Producer, Crookston, and Minnesota Wheat Growers Association
Joe Folsom, USDA - Cooperative Development
Dave Minar, Producer, New Prague
Rod Sommerfield, Producer, Mazeppa
David Trechter, Cooperative Development Initiative, University of Wisconsin - River Falls

Table of Contents

Acknowledgements