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Other Possible Measures
Harvesting
- Are
fishermen receiving higher prices now?
Quality
- Are
you producing more #1s or premium fish now?
For
the act of harvesting, a sensible measure for a harvester
is whether you are receiving higher prices. Whether
you are a harvester or processor, it is useful to know
how well you are doing in producing top grade fish.
Processing
- Are
costs of processing declining?
- Are
any specific costs out of control?
- Are
yields increasing and rejects declining?
- Is
worker turnover declining?
Processors
might look to see if their costs are declining or out
of control. They might look to see if they are getting
higher yields from the raw material. They might also
look at worker turnover. There are many ways to measure
various attributes of your operation.
Marketing
- Are
sales and markets growing?
- Tonnage
and geographic
- Are
interested buyers calling to purchase?
- Number
of new customers
- Are
my prices increasing? – Premium over market?
- Are
you developing a recognizable brand?
When it
comes to marketing, there are a number of evaluation
measures that are useful to track.
The most
obvious might be whether sales and markets are growing.
Sales can be measured in volume, while markets might
be measured in geographic reach.
Once a
product is launched, buyers calling you would be a good
measure of consumer satisfaction. Similarly, tracking
the number of new customers would tell you if the products
are gaining acceptance.
- Which
marketing tools result in the most new customers?
- Web
hits
- Tradeshow
contacts
- Requests
for samples
- Growing
reputation
- If
you’re doing V-A products – focus group
results
A
big part of establishing measurements is to determine
which marketing tools resulted in new customers. New
customer growth can be reflected in increases in web
hits (if you have an e-commerce location), tradeshow
contacts, requests for samples, a growing reputation,
and results from focus groups.
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