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Manuals | July 10, 2008

Identifying Market Opportunities for Rural Smallholder Producers

This manual combines market research, product concept evaluation and business analysis techniques that enable practitioners to identify market opportunities for rural agro-enterprise development projects within a defined area or territory. The guide provides a simple and systematic participatory method for gathering market information to identify products and services for agroenterprise development. The manual is a new edition of a document published by CIAT.


  • Preface
  • Introduction and Background
  • 1. Marketing Concepts and Forming a Market Research Time
  • 2. Designing and Conducting a Rapid Market Survey
  • 3. Assessing and Selecting Market Options
  • Appendix 1: Format for Preparing ad Production System for a Crop
  • Appendix 2: Financial Profitability Model for a Product: Example of Lulo
  • Appendix 3: Format for Ranking Market Options
  • Glossary
  • Bibliography