Agricultural Marketing Value Chain and Business Plan Development Training Course

Module 1: Agricultural Marketing Systems and Value Chain Analysis

ü  Introduction to agricultural marketing systems and market structures

ü  Value chain mapping techniques and stakeholder role identification

ü  Identifying bottlenecks, post-harvest losses, and value addition opportunities

ü  Analyzing consumer behavior and market demand trends

ü  Practical Session: Hands-on value chain mapping workshop for a selected agricultural commodity

Module 2: Market Research and Agri-Product Branding Strategies

ü  Conducting primary and secondary agricultural market research

ü  Competitor analysis and market positioning models

ü  Product differentiation, packaging, and quality standards

ü  Pricing strategies and profit margin calculations

ü  Practical Session: Designing a complete product branding and market positioning campaign

Module 3: Value Addition and Post-Harvest Management

ü  Techniques for processing, preservation, and value enhancement

ü  Quality assurance, standards compliance, and food safety regulations

ü  Storage facilities, cold chain infrastructure, and inventory control

ü  Reducing post-harvest losses along the marketing chain

ü  Practical Session: Evaluating post-harvest loss reduction methods using practical case metrics

Module 4: Agribusiness Financial Modeling and Risk Assessment

ü  Estimating start-up capital, operational costs, and working capital

ü  Developing income statements, balance sheets, and cash flow forecasts

ü  Break-even analysis and key financial performance indicators

ü  Identifying agricultural market risks and mitigation strategies

ü  Practical Session: Building a dynamic financial model using spreadsheet software

Module 5: Agri-Entrepreneurship and Business Plan Foundations

ü  Characteristics of successful agricultural enterprises

ü  Structuring an executive summary and business vision statement

ü  Defining operational plans, organizational hierarchy, and human resources

ü  Regulatory compliance, land tenure, and environmental policy considerations

ü  Practical Session: Drafting core components of an executive summary and operational strategy

Module 6: Digital Agricultural Marketing and E-Commerce

ü  Leveraging digital tools, mobile apps, and social media for agricultural sales

ü  E-commerce platforms for direct-to-consumer and B2B agribusiness transactions

ü  Utilizing market information systems (MIS) for real-time pricing data

ü  Digital payment systems and cybersecurity in agricultural trading

ü  Practical Session: Setting up an online product storefront and digital marketing campaign

Module 7: Supply Chain Management and Export Logistics

ü  Logistics, transport optimization, and warehousing management

ü  Managing contract farming agreements and outgrower schemes

ü  Regional and international trade compliance (SPS measures, export documentation)

ü  Cross-border trade policies and tariff frameworks

ü  Practical Session: Simulating export documentation preparation and supply chain routing

Module 8: Agricultural Financing, Grants, and Investment Readiness

ü  Mapping funding opportunities: commercial loans, venture capital, and grants

ü  Understanding investor requirements and lender expectations

ü  Designing bankable loan proposals and pitch decks

ü  Managing debt, equity, and working capital lines

ü  Practical Session: Conducting a peer review and scoring of sample grant and loan proposals

Module 9: Climate-Smart Agribusiness and Sustainable Value Chains

ü  Integrating environmental, social, and governance (ESG) standards

ü  Climate-resilient value chain innovations and carbon credit opportunities

ü  Waste management, circular economy models, and sustainable sourcing

ü  Social inclusion, gender mainstreaming, and youth engagement in agriculture

ü  Practical Session: Developing an ESG audit checklist for a commercial agricultural firm

Module 10: Final Business Plan Presentation and Pitching Strategy

ü  Synthesizing market research, financial models, and operational plans

ü  Executive presentation techniques for investors and financial institutions

ü  Constructive peer evaluation and feedback integration

ü  Action plan formulation for post-training implementation

ü  Practical Session: Live capstone pitching session of completed agribusiness plans before a review panel

About Our Trainers

Our trainers are seasoned industry experts, agricultural economists, and seasoned agribusiness consultants with decades of field and corporate experience across regional and global value chains. They bring practical insight, deep academic knowledge, and proven methodologies to ensure a rich, interactive learning experience.

Quality Statement

Phoenix Training Center is committed to delivering world-class professional capacity development programs. We continuously review and refine our course content to ensure alignment with international best practices, contemporary market demands, and cutting-edge industry innovations.

Tailor-Made Courses

We understand that every organization has unique challenges and opportunities as well as unique training needs. Phoenix Training Center offers tailor-made courses designed to address specific requirements and challenges faced by your team or organization. Whether you need a customized curriculum, a specific duration, or on-site delivery, we can adapt our expertise to provide a training solution that perfectly aligns with your objectives. We can customize this Course to focus on your industry, specific risk profile, or internal stakeholder dynamics. Contact us to discuss how we can create a bespoke training program that maximizes value and impact for your team. For further inquiries, please contact us on Tel: +254720272325 / +254737296202 or Email training@phoenixtrainingcenter.com.

Admission Criteria

ü  Participants should be reasonably proficient in English.

ü  Applicants must live up to Phoenix Center for Policy, Research and Training admission criteria.

Terms and Conditions

ü  Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

ü  What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

ü  Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

ü  Course Improvement: The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

ü  Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Kindly send an email to the Training Officer on training@phoenixtrainingcenter.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training. Or call us on +254720272325 / +254737296202

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments a week before the training starts (at least 5 to 7 days before the Training start date) to reserve your seat:

ü  Groups of 5 People and Above – Cheque Payments to: Phoenix Center for Policy, Research and Training Limited should be paid in advance, a week before the training starts.

ü  Invoice: We can send a bill directly to you or your company.

ü  Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

ü  Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

ü  Participants may cancel attendance 14 days or more prior to the training commencement date.

ü  No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Accommodation and Airport Pick-up

For physical training attendees, we can assist with recommendations for accommodation near the training venue. Airport pick-up services can also be arranged upon request to ensure a smooth arrival. Please inform us of your travel details in advance if you require these services. For reservations contact the Training Officer on Email: training@phoenixtrainingcenter.com or on Tel: +254720272325 / +254737296202.