Speaker: Ken Lane, President at Hathaway & Lane Direct, LLC

My Educational Programs / Sessions @ Cultivate

Forecasting 101
Tuesday, July 18 • 9:30 AM - 10:30 AM

Built for Forecasting “Novices”, this session is designed for people who want to learn about what some consider to the most important function for horticultural companies other than the growing process itself. In this fast paced, highly collaborative session, you will Learn & Absorb “Ten tactics you need to know to build accurate forecasts” year after year.

Who should attend?

People who want to LEARN how to build forecasts
People who want to BRUSH UP their forecasting skills
People who want to EXPAND their purview of the company they work for
Second/Third/Fourth generation company owners who NEED TO KNOW everything.

If you learned from this, you’ll love Forecasting 201: A Working Session.

Forecasting 201: A Working Session
Tuesday, July 18 • 11:00 AM - 12:00 PM

You’ve either completed Forecasting 101 or come to Cultivate’23 with an advanced level of forecasting prowess. In both cases, success is in the details. Bring your laptop and your thinking caps. This session is interactive so that you can move from theory to practice…in real time with real data.

Forecasting 201 covers:

Data Compilation & Forecast preparation – Attendees will be provided with a file to work on live, containing forms of data from the previous session.
We will review all our assumptions and build formulas to support it. We will discuss & create some new ones as a group and how they might impact final output.
Sales are coming in and it’s clear that your forecast is wrong – how should you react next?
Measure & Management – and updating forecast assumptions for the next time.

About Our Speaker:

Ken Lane, President at Hathaway & Lane Direct, LLC
Ken Lane is President of Hathaway & Lane Direct, a Business, Marketing & Strategy consultancy that he founded in 2003. A career steeped in Retail and Direct-to-Consumer Gardening, he was Chief Marketing Officer with Stark Bro’s Nurseries & Orchards Co., Vice President of Marketing & eCommerce for White Flower Farm and Director of Marketing for Jackson & Perkins, in addition to a lengthy consulting list of who’s who in gardening. Covid-ready and recession-tested, he has expanded his assistance with organizations of various types as they struggle to forecast & maximize revenues in a supply chain-challenged world. By providing data-driven support, he has come to realize that as much as one wants success to be marketing-driven, forecasting success is all about the data, people, having the right plan and striving for flawless execution.