Sell · Framework 11 of 14 · 3 min read
The sales ladder
How do we reach city families?
بالعربيةسلّم البيع من المزرعة إلى التوصيل في المدينة والمحلات الشريكة والإنترنت والتصدير، مع اختبار قبل كل درجة.
When to use it
When the numbers are clear and quality is steady.
The framework
The farmLocal shopsWeekly delivery to the cityWeekly subscription (breakfast box)Partner shops and restaurantsSelling onlineExport, later
One rung at a time. Move to the next rung after four weeks in a row: no quality complaint, no late delivery, and a price above the "floor".
Before the city delivery rung:
- A fixed day, and a minimum order.
- The delivery cost built into the price.
- A cooler box from the farm to the customer's door. No delivery without it.
- One person in charge, and a confirmation message to the customer the day before.
- Clear payment: cash on delivery, Whish, OMT.
- A shared van, if possible, to split the cost.
Start with a question: ask five past customers: what would you take every week if it came to your door?
Export, later: an approved facility, health certificates, an accredited lab. Start with the cities and the diaspora.
The rung you're on today, the next rung, and the date of the trial.
The same ladder, but city delivery is harder alone. This is where working together pays off.