Day 3

Every Alternative is Competition

Most farm producers think their competition is the other vegetable stand three booths down at the farmers market. This is dangerously narrow. Your real competition includes:

• Grocery stores with organic sections (Whole Foods, regional chains)
• Meal kit delivery services (Blue Apron, local equivalents)
• Other CSA programs in your delivery radius
• Farm stands and u-pick operations within driving distance
• Online specialty food retailers
• Doing nothing (customers who give up on buying local because it feels complicated)

If you do not understand every alternative your customer considers, you cannot position against them effectively.

The Competitive Analysis Matrix

Create a grid with your farm across the top row and at least six competitors down the left column. Rate each on a 1-5 scale across these dimensions:

Product Dimensions:

• Variety selection and uniqueness
• Product quality and consistency
• Organic or sustainable certification status
• Value-added product range

Experience Dimensions:

• Convenience of purchase (hours, locations, delivery)
• Customer service and relationship quality
• Story and brand connection
• Community and educational offerings

Price Dimensions:

• Absolute price per pound or unit
• Perceived value for price paid
• Payment flexibility and options

Access Dimensions:

• Delivery radius or market locations
• Online ordering capability
• Subscription or recurring purchase options
• Seasonal availability windows

Finding the Gap

After completing your matrix, look for the empty spaces. These are positioning opportunities. For example:

• If every competitor scores low on convenience but high on quality, position for "premium local food that fits busy schedules"
• If no one offers subscription flexibility, create a CSA with pause-and-swap options
• If everyone sells commodities, become the specialty variety source

The best positioning lives in the gap between what customers want and what competitors currently offer.

Exercise: Write the Comparison Narrative

For each major competitor, write two paragraphs:

1. "If you value [what they do best], [competitor] is your best choice because [specific proof]."
2. "If you value [what you do best that they do not offer], [our farm] is your best choice because [specific proof]."

This narrative becomes the foundation for every competitive conversation you will have with prospects.

Action Items

• Complete the Competitive Analysis Matrix with 6+ competitors
• Identify 2-3 clear positioning gaps in the market
• Write comparison narratives for top 3 competitors
• Update your value proposition to reflect the gap you will own