COLLABORATIVE PROJECT: A PUBLIC MARKETPLACE CONCEPT FOR NEW BEDFORD

AINO PARTINENANKITA ZAVERI

DANIELLE CORREIA

CONTENT

▪ Project Development

▪ Consumers & Vendors

▪ What we know

▪ Current Markets

▪ Choosing a location and Assessing Marketplace

▪ SWOT Analysis

▪ Project Management

▪ Infrastructure

▪ Product

PROSPECTING AND QUALIFYING

PROJECT

DEVELOPMENT

PROJECT DEVELOPMENT - RESEARCH

▪ Methodology

▪ Primary Research

▪ Surveys

▪ Focus Groups

▪ Personal Interviews

▪ Secondary Research

▪ Census

▪ Government Studies

▪ Databases

CONSUMERS

&

VENDORS

PROJECT DEVELOPMENT – RESEARCH TARGET

▪ Consumers

▪ Total Population

▪ Demographics

▪ Income range

▪ Ethnicities

▪ Sociographics

▪ Health trends

▪ EBT/SNAP benefits

PROJECT DEVELOPMENT – RESEARCH TARGET

▪ Vendors/Suppliers

▪ Types

▪ Meat/Produce

▪ Artisans

▪ Wholesalers

▪ Needs

▪ Time Frame

▪ Year-round or seasonal

▪ Mass quantity or small batch

▪ Cost of Product

▪ Value based or premium

▪ Infrastructural Requirements

WHAT

WE

KNOW

PROJECT DEVELOPMENT – WHAT WE KNOW

▪ The density of marketplaces is higher in the mid and south sections of the city.

▪ There are several areas towards the north end of the city with no markets (food deserts)

▪ There are close to 60 places for a range of grocery shopping in New Bedford.

PROJECT DEVELOPMENT – WHAT WE KNOW

▪ Current population (2013): 95,078

▪ Average income: $33,098 (half Commonwealth average)

▪ Ethnic Groups: Portuguese (32.5%), SubsaharanAfrican (9.7%), French (7.9%), Irish (7.3%), English (5.8%), French Canadian (3.2%)

▪ SNAP Benefits: 27% (more than double the Commonwealth Average)

Source: http://www.city-data.com/city/New-Bedford-Massachusetts

CURRENT

MARKETS

Pike Place, one of America's most famous markets, attracts a mix of tourists and locals who come to browse or to simply be part of the action. Since

opening in 1907, the market has grown to include numerous businesses, including antiques dealers, flower stands, bakeries, and shops with clothing

and handmade art. It's also home to Pike Place Fish Market, famous for its "flying fish”. Pike Place's street performers (violinists, puppeteers, and

poets) always put on a show.

Pike Place Market in Seattle, Washington

The "Original Farmers Market," part of the Los Angeles landscape since 1934, includes more than 100 restaurants, shops, stalls, and food vendors.

Along with institutions like Littlejohn's English Toffee House and the 24-hour Du-Par’s, the market

features Mexican, Korean, Brazilian, and Mediterranean fare. The aptly named boutique

shop, Sticker Planet, has been a market staple since 1991. Other popular stores include Camper

footwear, the Farmer's Market Newsstand, and art book purveyor, Taschen.

Los Angeles Farmers Marketin Los Angeles, California

It is a seasonal market that offers fresh local produce. The

products available vary according to season.

New Bedford DowntownFarmers Market

New Bedford / Brooklawn Park Farmers Market

The market educates the public on the importance of eating healthy locally

grown fruits and vegetables. When your local farmer arrives at the Dartmouth

Farmers markets he or she has traveled a distance of just a few miles. This is not

the same produce that is trucked thousands of miles from California,

Seattle, or comes from other countries. When you taste local produce, fruits, and vegetables you can taste the difference

and it is healthier for you.

Dartmouth Farmers Market

Kyler's Catch Seafood Market

CHOOSING A

LOCATION

&

ASSESSING

MARKETPLACE

STRATEGY – CHOOSING A LOCATION

▪ Requirements

▪ Land is zoned properly

▪ Close to public transportation

▪ Close to highway

▪ Not close to large markets/competitors

▪ Appropriate size

▪ Must support desired footprint

▪ Must have parking

▪ Ample space for deliveries

STRATEGY – ASSESSING MARKETPLACE

▪ Who are our competitors?

▪ Nearest Markets

▪ Who are our customers?

▪ Everyone eats!

▪ Where do we stand?

▪ SWOT Analysis

SWOT ANALYSIS

Strengths•No similar market exists

•Community Leaders support the business

•Strong supplier market (seafood)

Opportunities•Consumers trending towards healthy eating

•Growing preference for local products

•May attract more tourists

Threats•Rising food costs

•Increased government regulations in farming/fishing

•Fuel costs may impact supply

•Weather change

S W

TO

Weaknesses•Unknown brand

•Weak supplier network

•No ready infrastructure yet

STRATEGY – ASSESS THE MARKETPLACE

▪ Prospecting

▪ B2C

▪ Secondary Research

▪ Surveys

▪ Focus Groups

▪ B2B

Look for potential farmers, artisans, bakers, etc.

▪ Secondary Research

▪ Surveys

▪ Personal Interviews

INFRASTRACTURE

PRODUCT

PROJECT

MANAGEMENT

PROJECT MANAGEMENT - INFRASTRUCTURE

▪ What do we need?

▪ Different types of markets

▪ Market layout

▪ Begin prospecting ▪ Vendors

▪ Suppliers

▪ Builders

PROJECT MANAGEMENT - PRODUCT

▪ What will we be?

▪ Range of products

▪ Product availability

▪ Begin prospecting▪ Customers

▪ What do they want?

▪ Suppliers

▪ What can we give them?