Segmentation: Another Great Example From A Budding Young Business

Through my ongoing association with the Digital Enterprise Program I have this week found another wonderful example of a clever and strategic example of SME segmentation , in the form of an impressive young business in: Leaf, Root & Fruit.

 Now you may be hard pressed to think of any markets that are more saturated, operating in a highly competitive  market space with a fairly homogeneous product offering with little perceived difference between players and the existence of key major players in Bunnings and others.

Despite this careful market mapping and segmentation has lead the Leaf, Root and Fruit brand to differentiate, position and target a highly significant and yet largely untapped segment of the market.

In broad terms, Leaf, Root & Fruit is a Gardening Business recently set up by forward thinking principal, Duncan Cocking with the expressed purpose of assisting people to grow their own food. Committed to reducing the impact of modern living on the environment, Duncan actively promotes a sustainable and organic approach to gardening.

His core belief is that having your own edible garden provides you with fruit, veggies and herbs that are tastier, healthier and better quality than what’s on offer at your local supermarket.

Leaf, Root & Fruit offers gardening services to support food production in front and backyards, veggie patches, balconies and courtyard gardens all over Melbourne.

One of the brilliant insights through careful market segmentation Duncan has made is to provide support to anyone with mobility issues, enabling them to get back into the garden and rediscover their passion for gardening through the use of raised garden beds. In this way he is able to tailor make  individually designed, elevated cypress sleeper veggie garden beds that allow comfortable gardening, whilst standing or sitting as required for people of ages.  

With no need for chemical treatment, cypress is the safest and most sustainable option to use in the veggie patch, whilst combining this offering with a wide range of allied services such as workshops, vegetable patch planting and garden maintenance services.

The name Leaf, Root & Fruit came directly from the Philosophy of Edible Gardening that Duncan has developed. The philosophy is simple. Leafy greens are the easiest to grow and anyone can do it. Fruits are more of a commitment, they take a long time to get to harvest and have more complex growing requirements. Roots are somewhere in the middle, in terms of complexity and commitment.
 

The company logo is cleverly colour coded with a traffic light system to reinforce the message. In keeping with his belief, that everyone should be able to grow their own food, Duncan provides ongoing support and has set up an impressive array of complimentary value adding social media platforms  including his blog as well as Facebook and Pinterest.

He encourages the Leaf, Root & Fruit gardening community to take an active role within the group:  by clicking on:http://www.leafrootfruit.com.au/edible-gardening-philosophy/

and ask questions about gardening, as well as sharing  ideas, discoveries and experiences through the social media platforms. To get more information on the numerous exciting products and services offered by Duncan and Leaf, Root and Fruit, simply click on: http://www.leafrootfruit.com.au/about

A wonderful example of an SME that has put the hard yards in early and has laid the strategic groundwork for great future success. And until next time, good luck and good marketing.
Regards,
Daniele.