The thirteen steps
(for new crop industries)
The thirteen steps have been used by new crop industries to structure their approach to new crop commercialisation; what does the industry need?
Since it is impossible to predict the outcome of a new crop development initiative, the Thirteen Step process encourages a group to enter the marketplace with a product, under a strict set of benchmark and monitoring conditions, to test its marketability directly.
The Thirteen Steps are as follows:
1. The proposal of the new crop by those willing to commit themselves financially to such development;
2. The acknowledgment that new crop development is a high risk adventure;
3. The recognition of the need to protect intellectual property rights;
4. The assessment of the marketing potential of the new crop product, using all relevant available criteria with an indication of those criteria for which no information is available;
5. A theoretical assessment of the production potential of the new crop using all relevant available criteria with an indication of those criteria for which no information is available;
6. The establishment of an integrated development group comprising producers, processors, distribution, and marketing partners with research providers in a facilitation role;
7. Agreement within the group of resource requirements, expected outcomes, action plans to achieve them, and proposed distribution of any profits;
8. The establishment of a process of project monitoring to identify and resolve problems quickly and efficiently;
9. The establishment of economic benchmarks and an agreement to abandon the proposed development if these have not been met;
10. The establishment of a system of review to determine whether the development is worthwhile and to analyze the critical contributions for success or failure;
11. Trial production for trial marketing;
12. Trial production for trial processing and packaging; and
13. Experimental production, using regional randomized replicated trials.
RIRDC New and Developing Plant
RIRDC New Crop Industries Handbook
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Latest update 30 June 2014 by: ANCW