Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene

4.5 Profiles of market segments
You can now consolidate the information collected for each market segment into profiles
as shown below. Further examples and a blank table are provided in Annex 3.
Customer Group: Horticulture/Nurseries
Geographic location Urban and peri-urban area, frequently along road
sides and on vacant plots.
Attitudes and
Compost is well known and understood, so
perceptions
perceptions are realistic and nursery owners are
well informed.
Uses
Compost is used as soil substrate and potting mixture
for container plants such as trees, flowers,
ornamental plants, and seedlings.
Quantity
Compost alone is not recommended for use as soil
substrate, however, mixed with sand or soil it gives
an excellent potting mix. Potting soil typically is
amended with 5–40 per cent compost (by volume).
Quality
Seedlings require well-matured and finely sieved
compost. Less mature compost can be used as
mulch for adult plants.
Ability to pay
This customer segment usually draws a regular but
not necessarily high income from a continuous and
reliable market. Thus, the ability to pay is assumed
to be average.
Willingness to pay Willingness to pay is dependent on the level of
awareness and knowledge on how to use compost.
Self-made compost by the nurseries or animal
manure may compete with your product and reduce
willingness to pay.
Purchasing behaviour Seasonal fluctuations in purchase are generally
expected.
Competing products Self-made compost, animal manure, peat, subsoil.
Estimated potential X numbers of nurseries have been identified in the
city. The annual demand of a nursery is estimated
at Y tonnes of raw compost. Data is based on local
business statistics and own observations. (Multiply
the X value with the average of all Y values).
Marketing Compost—Market assessment 51