Dealers, who are farmers' major source of crop management information, may not have a clear idea of how a comprehensive ICM service would differ from the free services they already provide. Even businesses with a major investment in expert agronomy services usually specialize in specific areas such as soil nutrient testing or pest scouting. Yet studies of business models for services have shown that only an integrated program which offers planning and advice, not just options, can command a high enough price to be viable. Under the leadership of ISUE, implementation projects conducted throughout the state since 1988 have demonstrated the potential profitability of ICM services which increase the efficiency and intensity of crop management. Profitability of ICM has been further demonstrated in other conservation projects funded by the U.S. EPA and the Iowa Department of Agriculture and Land Stewardship.
Customers also perceive the value of fee-based services.
That survey also showed that, as a group, consultant users differed from non-users in having more education, farming more acres, and having a higher gross farm income from agricultural products. They also may be producers who put a lot of management effort into livestock and appreciate a service that can help them manage their crops with the same intensity. This suggests they have only tapped the leading edge of the market and many other potential customers remain to be contacted. The Agribusiness ICM Project has found this to be true. Reputable dealers who put a quality ICM service business plan in place have not had difficulty recruiting clients from among their best customers, even for their premium level, highest cost service option package.