Tips for Using the Tools

A Suggested Program Format

This program could be offered in numerous different formats. These may include multiple meetings, each focused on a different topic (or chapter), a full-day workshop, a series of brown bag meetings, or others. We believe that a one-day educational workshop may be the most effective and best received format. We recommend that the workshop be divided into two major parts. The first part will provide a brief overview of the curriculum. These topics should be covered:

While the first part of the program is intended to present Internet tools to the farm business owners, the second part focuses on applications of these tools, with presentations by a technical expert as well as a panel of farm business owners. We suggest having one or more individuals with technical expertise in website design, e-commerce, or other information technology provide more specific information on how to do some of the things covered in the curriculum. We anticipate many questions along these lines and, although other educational resources exist to address them in a detailed way, an expert can address specific issues without going into great depth. We recommend allowing the expert about one hour to make a brief presentation, of about 30 minutes in length, and to address specific questions from the program participants.

The program should include a panel of farm business owners sharing how they use specific Internet applications. Although we have five farm owners represented in the text and accompanying video clips, the participants will benefit greatly by interacting with similar individuals as part of the program. Participants will likely think of application based questions during the first part of the program that they would like to ask of a farm business owner using Internet technology. Allowing a panel of three or four farm owners to present briefly (maybe 10 minutes each) provides a foundation for a meaningful question and answer session between the participants and the panel members. The technical expert should also be present as additional questions may emerge during discussion on applications.

Instructor Preparation

In most formats, the instructor will need to know little more than what has been included in the written curriculum. Because the presentations are designed to provide the key points included in each chapter, an instructor need not be an expert in webpage design or programming. Rather, an individual with business management expertise and a working knowledge of the Internet can easily lead a workshop such as the one described above. However, it is important to have an individual with technical expertise available to address the key technical issues as well as field relevant questions.

To fully prepare, the instructor should be very familiar with the content in the six modules and the supplemental resources cited there. Again, the instructor should focus most closely on the managerial implications and aspects, leaving technical components to an expert. A well-prepared instructor might also take time to locate resources relevant to their particular audience that may not be provided in the written curriculum. We anticipate distinct needs based upon geography or types of businesses. Nearly all of our examples are from Pennsylvania , but we recognize many good examples exist elsewhere and may be more relevant to your audience. Also, other types of businesses might be better-received as examples by different audiences.

Program Evaluation

Impacts from this program may occur immediately and over the longer term. We will measure immediate impact by the following criteria:

• Individuals will understand the role of the Internet and e-commerce in the current business environment.
• Individuals will understand the benefits that the Internet and e-commerce can provide to their businesses.
• Individuals will understand how to conduct market research.
• Individuals will be able to determine whether their particular business could benefit from Internet and e-commerce activities.

Over the longer-term, this program should lead to more tangible actions on the part of participants. Therefore, we will measure long-term impacts using the following criteria:

• Individuals will develop an Internet and e-commerce component to their business and marketing plans.
• Individuals will develop a business website.
• Individuals will conduct business electronically.

Program evaluations should incorporate questions that assess knowledge gained through the curriculum as well as intentions to implement Internet-based strategies. If possible, surveys should be distributed after the program (maybe 6 to 12 months) to assess if action took place as a result of the workshop.