The 65 page manual starts with a review of the problems faced by the sector, which refreshingly emphasis business shortcomings rather than jumping to finances as is often the case in communities of uncommitted “entrepreneurs” in Africa.
Next it formulates a 5Ps of marketing consisting of Product, Price, Place, Promotion and the entrepreneur (Person) and then discusses approaches to a range of issues such as quality, location, pricing, distribution, finance and competition.
There are extensive sections on bidding for tenders and managing costs and pricing as well as sections on product development and market research.
The site of the Ethiopian Business Development Services Network will be of great value to Ethiopian businesses, but also contains some information that would be of interest to any entrepreneur considering a food processing business.
In particular it has a detailed section on costing with a focus on fixed and variable costs, price setting and cost reduction.