Summary The marketing effort associated with aquacultural products or any other product can be summarized in one word—planning. Before any production begins, establish a marketing plan. One of the primary considerations in developing this plan is the time and effort that you can devote to marketing your product. This time is often limited by the time demands of aquaculture production and
product preparation. Evaluate the market for the chosen species keeping in mind your personal situation (including finances, experience, and time availability). In addition to the big “P” of planning, the four classical Ps—product, price, promotion, and place—of traditional marketing apply to aquacultural products. These critical issues must be evaluated prior to the onset of production. One of the best ways to address these and other critical questions discussed is to develop a written marketing plan. This plan should include many of the same items as a business plan. The plan should detail the market option(s) chosen, include the four “Ps,” goals, financial data including capital required, budgets, and cash flow analysis; how regulatory requirements will be met; a detailed list of necessary equipment; and a feedback system to monitor the progress of the venture. Haphazard business planning will lead to an inefficient and often failed enterprise. A detailed plan provides direction and helps avoid some of the pitfalls associated with any new venture. Regardless of the market avenues chosen, target specific markets. Determine what size market you can service well and limit your initial marketing program. Develop more than one market outlet. The key to niche marketing success is to develop and maintain a reputation for quality and dependability. Rewarding aquacultural business opportunities are always open to those creative individuals who are willing to plan ahead, work hard, and persist.