Economic Impact Study 2013FMNS Annual General Meeting

Why EIS?Helps inform business, strategic and marketing

plansDetermines benchmark or baseline measures Provides customer feedback Allows you to compare your market to other

marketsMeasures the economic impact of your market

What is EIS?Quick, easy way to gather information about

your marketBased on Rapid Market Assessment

Developed by Oregon State UniversitySpecifically designed for farmer markets

Three componentsMap Your MarketAttendance Counts“Dot Surveys”

Map Your Market

Sketch LayoutMark entrancesNote traffic patternsContingencies?

Attendance CountsTiming

Min 10 minutes every hourLocation

One volunteer entrance If entrances are undefined, divide market into zones

using landmarksRecording

Use hand-held countersRecord count on sheet each hourTrack by entrance/zone and overall

Dot Surveys

Easy, fun way to engage with your customersCan offer valuable insights into shopping

behavioursKey to measuring economic impactGreat return on investment

Dot Surveys

What you’ll needFlip chartsMarkersDot stickersChart stand (optional)Table (optional)2-3 volunteers

Dot Surveys

Pick the right day!Perform surveys when your typical customer is

thereCheck the weather forecast

Unit of measurement = shopping group

Prepare clearly legible chartsSeed charts with random dots

Dot SurveysQuestions1) “How many adults are in your shopping group

today?”2) “How much have you and your group spent (or

will you spend) at the Market today?”3) “How much have you and your group spent (or

will you spend) shopping or eating at other businesses in the area today?”

Dot Surveys

Additional Questions:“How did you hear about our market?“Which of the following best describes your top

reason for shopping at our market?”

Dot Surveys

High traffic areas, out of the way of vendorsExits are ideal

Look for areas with easy accessProvide a table for handbags and purchases

Be aware of weatherWind and free-standing charts are not friends

Dot SurveysSample chart layout 2) How much have you and your shopping group spent (or will you spend) at

the Market today?

$0 $10 $20 $30 $40 $50 $60 $70 $80 $90 $100

$110+

AnalysisCount sheets

Per entrance and totalDot charts

Reader and recorderCalculate percentages

Analysis

(Total Counts / Avg Group Size) *

Avg Amt Spent=

Economic Impact

Analysis

Electronic forms will be provided for reportingEIS Report - September 2013

Shopping ListClipboards / notepadsFlip chartsDot stickersPens / pencilsHand-held tally countersVolunteers (2-3 will suffice for most markets)

Finding VolunteersService groups

Lions ClubKinsmenUCW

YouthLeadership classesSummer camps

Vendors

ScheduleRMAs conducted in June/July

All steps must be completed on the same weekendMarkets are welcome to repeat RMA for their own

benefit, but only one set of data will be collectedAll data submitted by August 1st Report available mid-September

Thank You!Questions?