Strategic Quadrant

Should be obvious, since we're a start up, but:

Objective = Acquisition
Source of Volume = Stimulate Demand

Category Definition = Educational Agritourism in Michigan

I guess that's narrow enough for us to call ourselves a market leader.

I toyed with the broad category definition of "day trips," in which case we'd be stealing share from museums, parks, sports games, shopping, etc., but this seemed neither relevant nor useful.

I also thought of "Agritourism" as a category, which is fairly narrow. This category seems to be dominated by single-farm activities: corn mazes, hayrides, U-Pick orchards and the like. We're doing something different from this, in that we are organizing trips on behalf of several farms that are focused on farming, not tourism. Also, we're trying to add an instructional component to all our programs.

Distinctions aside, "growing the category" - be it agritourism or educational agritourism - is pretty important. If nothing else, so I can stop having this conversation:

me: I'm starting a business!
you: Oh great! what kind of business?
me: it's an agritourism company.
you: a what, now? [attempts to exit conversation]