Starting a farmers market can be very profitable. With proper planning, execution and hard work, you can enjoy great success. Below you will learn the keys to launching a successful farmers market.
Importantly, a critical step in starting a farmers market is to complete your business plan. To help you out, you should download Growthink’s Ultimate Business Plan Template here.
14 Steps To Start a Farmers Market:
- Choose the Name for Your Farmers Market
- Develop Your Farmers Market Business Plan
- Choose the Legal Structure for Your Farmers Market
- Secure Startup Funding for Your Farmers Market (If Needed)
- Secure a Location for Your Business
- Register Your Farmers Market with the IRS
- Open a Business Bank Account
- Get a Business Credit Card
- Get the Required Business Licenses and Permits
- Get Business Insurance for Your Farmers Market
- Buy or Lease the Right Farmers Market Equipment
- Develop Your Farmers Market Marketing Materials
- Purchase and Setup the Software Needed to Run Your Farmers Market
- Open for Business
1. Choose the Name for Your Farmers Market
The first step to starting a farmers market is to choose your business’ name.
This is a very important choice since your company name is your brand and will last for the lifetime of your business. Ideally you choose a name that is meaningful and memorable. Here are some tips for choosing a name for your farmers market:
- Make sure the name is available. Check your desired name against trademark databases and your state’s list of registered business names to see if it’s available. Also check to see if a suitable domain name is available.
- Keep it simple. The best names are usually ones that are easy to remember, pronounce and spell.
- Think about marketing. Come up with a name that reflects the desired brand and/or focus of your farmers market.
2. Develop Your Farmers Market Business Plan
One of the most important steps in starting a farmers market is to develop your farmers market business plan. The process of creating your plan ensures that you fully understand your market and your business strategy. The plan also provides you with a roadmap to follow and if needed, to present to funding sources to raise capital for your business.
Your business plan should include the following sections:
- Executive Summary – this section should summarize your entire business plan so readers can quickly understand the key details of your farmers market.
- Company Overview – this section tells the reader about the history of your farmers market and what type of farmers market you operate. For example, are you a produce, crafts market, food truck, or a flea market?
- Industry Analysis – here you will document key information about the farmers market industry. Conduct market research and document how big the industry is and what trends are affecting it.
- Customer Analysis – in this section, you will document who your ideal or target customers are and their demographics. For example, how old are they? Where do they live? What do they find important when purchasing products like the ones you will offer?
- Competitive Analysis – here you will document the key direct and indirect competitors you will face and how you will build competitive advantage.
- Marketing Plan – your marketing plan should address the 4Ps: Product, Price, Promotions and Place.
- Product: Determine and document what products/services you will offer
- Prices: Document the prices of your products/services
- Place: Where will your business be located and how will that location help you increase sales?
- Promotions: What promotional methods will you use to attract customers to your farmers market? For example, you might decide to use pay-per-click advertising, public relations, search engine optimization and/or social media marketing.
- Operations Plan – here you will determine the key processes you will need to run your day-to-day operations. You will also determine your staffing needs. Finally, in this section of your plan, you will create a projected growth timeline showing the milestones you hope to achieve in the coming years.
- Management Team – this section details the background of your company’s management team.
- Financial Plan – finally, the financial plan answers questions including the following:
- What startup costs will you incur?
- How will your farmers market make money?
- What are your projected sales and expenses for the next five years?
- Do you need to raise funding to launch your business?
3. Choose the Legal Structure for Your Farmers Market
Next you need to choose a legal structure for your farmers market and register it and your business name with the Secretary of State in each state where you operate your business.
Below are the five most common legal structures:
1) Sole proprietorship
A sole proprietorship is a business entity in which the owner of the farmers market and the business are the same legal person. The owner of a sole proprietorship is responsible for all debts and obligations of the business. There are no formalities required to establish a sole proprietorship, and it is easy to set up and operate. The main advantage of a sole proprietorship is that it is simple and inexpensive to establish. The main disadvantage is that the owner is liable for all debts and obligations of the business.
A partnership is a legal structure that is popular among small businesses. It is an agreement between two or more people who want to start a farmers market together. The partners share in the profits and losses of the business.
The advantages of a partnership are that it is easy to set up, and the partners share in the profits and losses of the business. The disadvantages of a partnership are that the partners are jointly liable for the debts of the business, and disagreements between partners can be difficult to resolve.
3) Limited Liability Company (LLC)
A limited liability company, or LLC, is a type of business entity that provides limited liability to its owners. This means that the owners of an LLC are not personally responsible for the debts and liabilities of the business. The advantages of an LLC for a farmers market include flexibility in management, pass-through taxation (avoids double taxation as explained below), and limited personal liability. The disadvantages of an LLC include lack of availability in some states and self-employment taxes.
4) C Corporation
A C Corporation is a business entity that is separate from its owners. It has its own tax ID and can have shareholders. The main advantage of a C Corporation for a farmers market is that it offers limited liability to its owners. This means that the owners are not personally responsible for the debts and liabilities of the business. The disadvantage is that C Corporations are subject to double taxation. This means that the corporation pays taxes on its profits, and the shareholders also pay taxes on their dividends.
5) S Corporation
An S Corporation is a type of corporation that provides its owners with limited liability protection and allows them to pass their business income through to their personal income tax returns, thus avoiding double taxation. There are several limitations on S Corporations including the number of shareholders they can have among others.
Once you register your farmers market, your state will send you your official “Articles of Incorporation.” You will need this among other documentation when establishing your banking account (see below). We recommend that you consult an attorney in determining which legal structure is best suited for your company.
4. Secure Startup Funding for Your Farmers Market (If Needed)
In developing your farmers market business plan, you might have determined that you need to raise funding to launch your business.
If so, the main sources of funding for a farmers market to consider are personal savings, family and friends, credit card financing, bank loans, crowdfunding and angel investors. Angel investors are individuals who provide capital to early-stage businesses. Angel investors typically will invest in a farmers market that they believe has high potential for growth.
5. Secure a Location for Your Business
There are a few things to consider when finding a location for your farmers market. You’ll want to make sure the spot is accessible to both vendors and customers, has enough space for tents and tables, and is in a safe and convenient location. You may also want to consider whether parking is available and whether the area is busy or quiet.
One great spot to consider is your local park. Parks often have plenty of open space and are located in convenient areas. You’ll want to avoid busy streets and areas with a lot of construction. Another option is to look for vacant lots or commercial sites close to residential neighborhoods.
Whatever location you choose, make sure you get permission from the owner before setting up your farmers market. Once you’ve found the perfect spot, you can start setting up and promoting your market.
6. Register Your Farmers Market with the IRS
Next, you need to register your business with the Internal Revenue Service (IRS) which will result in the IRS issuing you an Employer Identification Number (EIN).
Most banks will require you to have an EIN in order to open up an account. In addition, in order to hire employees, you will need an EIN since that is how the IRS tracks your payroll tax payments.
Note that if you are a sole proprietor without employees, you generally do not need to get an EIN. Rather, you would use your social security number (instead of your EIN) as your taxpayer identification number.
7. Open a Business Bank Account
It is important to establish a bank account in your farmers market’ name. This process is fairly simple and involves the following steps:
- Identify and contact the bank you want to use
- Gather and present the required documents (generally include your company’s Articles of Incorporation, driver’s license or passport, and proof of address)
- Complete the bank’s application form and provide all relevant information
- Meet with a banker to discuss your business needs and establish a relationship with them
8. Get a Business Credit Card
You should get a business credit card for your farmers market to help you separate personal and business expenses.
You can either apply for a business credit card through your bank or apply for one through a credit card company.
When you’re applying for a business credit card, you’ll need to provide some information about your business. This includes the name of your business, the address of your business, and the type of business you’re running. You’ll also need to provide some information about yourself, including your name, Social Security number, and date of birth.
Once you’ve been approved for a business credit card, you’ll be able to use it to make purchases for your business. You can also use it to build your credit history which could be very important in securing loans and getting credit lines for your business in the future.
9. Get the Required Business Licenses and Permits
To start a farmers market, you will need to apply for a permit from your local government. The type of permit you need will depend on the specifics of your market, such as the size and location. You may also need to obtain a license from the state or department of local agriculture. For more information, contact your local government or the department of agriculture in your state.
Other farmers markets are registered as 501(c)(3) non-profit organizations. This allows them to accept tax-deductible donations and may make them eligible for grant funding. To learn more about starting a 501(c)(3) organization, contact the Internal Revenue Service.
10. Get Business Insurance for Your Farmers Market
There are various types of insurance necessary to operate a farmers market.
Some business insurance policies you should consider for your farmers market include:
- General liability insurance: This covers accidents and injuries that occur on your property. It also covers damages caused by your employees or products.
- Auto insurance: If a vehicle is used in your business, this type of insurance will cover if a vehicle is damaged or stolen.
- Workers’ compensation insurance: If you have employees, this type of policy works with your general liability policy to protect against workplace injuries and accidents. It also covers medical expenses and lost wages.
- Commercial property insurance: This covers damage to your property caused by fire, theft, or vandalism.
- Business interruption insurance: This covers lost income and expenses if your business is forced to close due to a covered event.
- Professional liability insurance: This protects your business against claims of professional negligence.
Find an insurance agent, tell them about your business and its needs, and they will recommend policies that fit those needs.
11. Buy or Lease the Right Farmers Market Equipment
To run a farmers market, you will need some essential equipment such as tables, chairs, signage, and tents. You may also consider investing in a large canopy tent to provide some shade for your vendors and shoppers. Having a sound system to play music or announcements is also a nice touch. You will need to make sure you have enough change to complete transactions, and you may want to provide bags for shoppers to carry their purchases.
12. Develop Your Farmers Market Marketing Materials
Marketing materials will be required to attract and retain customers to your farmers market.
The key marketing materials you will need are as follows:
- Logo: Spend some time developing a good logo for your farmers market. Your logo will be printed on company stationery, business cards, marketing materials and so forth. The right logo can increase customer trust and awareness of your brand.
- Website: Likewise, a professional farmers market website provides potential customers with information about the products you offer, your company’s history, and contact information. Importantly, remember that the look and feel of your website will affect how customers perceive you..
- Social Media Accounts: establish social media accounts in your company’s name. Accounts on Facebook, Twitter, LinkedIn and/or other social media networks will help customers and others find and interact with your farmers market.
13. Purchase and Setup the Software Needed to Run Your Farmers Market
To run a farmers market, you need software to manage the transactions and keep track of the inventory. You also need a program to track the customers and vendors.
14. Open for Business
You are now ready to open your farmers market. If you followed the steps above, you should be in a great position to build a successful business. Below are answers to frequently asked questions that might further help you.
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How to Start a Farmers Market FAQs
No, it is not hard to start a farmers market because it doesn’t take too much startup capital. You just have to obtain a state seller's permit and register with your local government. Also, there are a lot of helpful online resources that can guide you through the process. Furthermore, many towns and cities offer free space for farmers markets. All you need to do is contact your local Chamber of Commerce or city hall to inquire about this. Lastly, it is also easy to find farmers to sell their products at your market.
The first step to starting a farmers market with no experience is to do some research and find a good location for your market. Next, you'll need to find vendors who will sell their locally grown produce. Once you have both of those things squared away, you'll need to create a marketing plan to get the word out. Finally, you'll need to set up some logistics, like figuring out how to take payments and how to keep track of inventory. With a little bit of planning, you can start your own farmers market with no experience.
There is no definitive answer to this question as it largely depends on the type of market, the vendors, and the products. Generally, though, farmers markets located in areas with high foot traffic tend to be more profitable than those that are not. Additionally, markets that specialize in a certain type of produce (e.g. organic produce, local produce, etc.) or that offer other value-added services (e.g. cooking demonstrations, food sampling, etc.) are often more successful than those that do not. Ultimately, the most important thing is to have a steady stream of customers.
It can cost anywhere from a few hundred dollars to a couple thousand dollars to start a farmers market, depending on the size and scope of the operation. Some common start-up costs include renting or leasing a space, promotional materials, signage, and fees for permits and licenses. You may also need to invest in refrigeration and storage equipment, and supplies like market tents, tables, and bags. Keep in mind that you'll also need to factor in the cost of your time and labor when starting a farmers market. If you're able to secure sponsorships or grants, this can help offset some of the costs associated with starting a farmers market.
Farmers markets provide fresh produce, and they're also a good place to support local farmers. However, they cost money to run, so it's important to understand the ongoing expenses.
Some of the most common expenses for a farmers market include rent, marketing, and salary for the staff and market manager. Rent can be one of the biggest expenses, as open air markets often have to pay for space in a public area. Marketing is also important to draw customers in, and staffing costs can add up if the market is large and requires multiple employees.
Other common expenses include insurance, permits, and utilities. Farmers markets operate on a small margin, so it's important to be aware of these costs and plan for them in the budget.
Successful farmers markets make money by charging a fee to farmers for booth space and charging a fee to customers to come in. In some cases, the market will also take a cut of the sales. Market managers may also make money by renting out space to other vendors, such as food trucks or artisans. Finally, the farmers market may generate income through advertising or sponsorships.
The profitability of a farmers market will depend on various factors, including the location and size of the market as well as the types of products. However, there are a few things you can do to increase the profitability of your farmers market.
First, make sure you are pricing your products appropriately. Don't sell your products for too little or too much. Try to find a fair price point for both you and your customers.
Second, make sure your marketing is effective. You need to make sure people know about your farmers market and products. Maintain an attractive website and use effective marketing techniques, such as social media, to promote your market.
Third, offer a variety of products. Try to find a range of vendors who sell different products. If all vendors sell the same thing, people will be less likely to visit your market.
Fourth, make sure that your market is well-organized. Set up booths in an orderly fashion, so products are easy to find. If the market is disorganized, people will be less likely to visit.
Fifth, provide good customer service. Make sure your vendors are friendly and helpful and that they can answer any questions that people may have. If people have a bad experience at your market, they will be less likely to return.
By following these tips, you can help increase the profitability of your farmers market.
Farmers markets can fail for many reasons. One reason may be that the market is not situated in a desirable location. Other reasons include the market's hours of operation, the selection of goods, or the prices. Most farmers markets are open for only a few hours each week, which may not be convenient for customers. In addition, the selection of goods offered at most markets is limited, and the prices tend to be higher than those found at grocery stores. As a result, many people choose to shop at grocery stores instead of farmers markets.