Most Poultry Farmers are Blind to their Market
Most poultry farmers do not truly understand the market they are operating in. It is common to see Africans who, wanting to start a business, decide on poultry, fishery or pig farming simply because they have a certain amount of money available, without properly researching the market first.
Successful entrepreneurs know that this is the wrong approach. Before starting any business, one must invest quality time to understand the target market. For the poultry business, this means considering what kinds of poultry products the target customers love and when they prefer to purchase them. What prices are they willing to pay for eggs, broilers and cockerels? Who are the existing competitors selling poultry products to this market?
Understanding the market and the forces of demand and supply is crucial for the success of any business, including poultry farming. Entrepreneurs must start with the end in mind.
2. Not Seeing Poultry Farming as a Business
Many people involved in animal husbandry treat it as just "farming" rather than a business. This mindset is common among the "self-employed". They often think business is just about buying and selling.
Poultry farmers who approach their venture as simply producing and selling eggs/chickens will not go far in the business. In any agribusiness, one must see themselves as an entrepreneur, not just a farmer. Reading books on business, marketing, branding, cash flow management, etc. can help poultry farmers adopt a more entrepreneurial mindset.
3.Vision
Successful poultry businesses are the result of careful planning and vision, not just luck. Most African poultry farmers are content with average success, often citing lack of funds as the reason for not expanding. However, many who have achieved great success also started with limited resources.
Farmers must learn to think big and dream of greater success. Settling for average is a path to remaining poor.