Market needs analysis for the multi-enterprise cost of production tool for livestock producers

Summary

The MCoP tool was developed by MLA in response to industry demand for a simple tool to enable the calculation of CoP and profit for multiple enterprises within the one business, and to summarise the performance of the business at the whole farm level. Feedback on the initial prototype from consultants suggested that, unlike the single enterprise CoP tools, the MCoP tool is too complex for provision to industry as a stand-alone web based application. 
In endeavouring to identify strategies for the effective delivery of the tool to industry, MLA engaged Beattie Consulting Services to undertake a market need analysis to seek feedback from a range of producers and agricultural service providers via a series of personal interviews. Feedback was sought from interviewees in regards to their perception of the ease-of-use and usefulness of the MCoP tool, their level of interest in utilising the tool and preferred modes for accessing and using the tool, including requirements for ongoing support.  The final report documents the survey responses and makes a number of recommendations for the sustainable delivery of the tool to industry.