In Côte d'Ivoire, the end-of-year period is a good time to sell poultry. For years, chicken has been one of the best recipes for celebrating New Year's Eve. For poultry farmers, this is an occasion that offers many market opportunities, but which must be prepared from the beginning of the year. To build the capacity of poultry farmers in the KDS-2SCALE poultry partnership in Côte d'Ivoire, the programme facilitated a Business Model Canvas (BMC) workshop in the Korhogo’s ABC earlier this year.
The overall objective of the BMC workshop was to jointly define the value proposition that the Poro Poultry Farmers Cooperative (SCARP) will offer to their low-income customers, as well as the most appropriate communication and distribution models to reach them. There was also work on the marketing plan and strategy to be put in place by the association as well as the definition of a brand to improve the visibility of the products.
Winning customers, offering value, distribution and financial optimisation were the main topics discussed during the training. For SCARP, which is involved in poultry partnership activities, this training came at the right time. With little organisational structure, SCARP was in dire need of a viable marketing strategy for all its members.