USDRD CASE ANALYSIS Agricultural Data Management Platform Team: Northern Ireland

Agenda Current State Options Solution Benefits Timeline Financials Marketing Metrics

Current State Barriers to entry Startup capital and knowledge requirements are high Younger generations are not pursuing careers in the industry as much as they used to Minimal collaboration amongst farmers Technology is underutilized resulting in inefficient agricultural processes Lack of a platform to consolidate relevant data for USDRD to gather U.S. Agriculture has been declining in output Inability to maximize data collection for sustainability research

Decrease in Industry Popularity In just five years (2007-2012), the US experienced a net loss of 90,000 farms. https://www.vox.com/a/explain-food-america

Average Sales by Farm https://www.vox.com/a/explain-food-america

Average Age of Farmers https://www.vox.com/a/explain-food-amic

Options Native App Pre-loaded Tablet Device Cloud-based Database

Our Solution WeGrow Connects American farmers to make them more productive and successful Web app platform promoting the exchange of ideas, techniques, and knowledge between farmers across the country Good for you, good for the environment

WeGrow Community Page

WeGrow Connection Page

WeGrow Profile Page

WeGrow CropTrends Page

Benefits Farmer Benefits: Access to proven agriculture methods Ability to collaborate with a greater number of farmers Drone as a service Reward programs for users Connect with farmers from across the country with the same outputs Lowered barriers to entry Compatibility with existing farm management technology USDRD Benefits: Access to farm data across the country Centralized storage Connect to users Better data for forecasting and predictability models Communication channel with potential reach of entire agriculture industry Ability to monitor user- generated content

Timeline Week 1 Requirements Elicitation Week 2 Focus Group Interviews with Farmers Week 3 - 19 Create Web App using Agile Development Week 12 Begin Marketing Campaign 1 Week 20 Launch Web App Week 21 Begin Data Collection with Drones Week 25 Begin Marketing Campaign 2 Week 30 Analyze Metrics & Make Adjustments Week 32 Begin Marketing Campaign 3 Week 40 Repeat Metric Analysis & Maintenance

Financials Item Amount ($) Project Budget 15,000,000 Drones 2,010,000 Marketing Expenses 1,200,000 Consultant Salaries 270,000 Web Designer Salaries 180,000 Website Creation Expense 10,000 Cloud Storage 8,000 Total through first 10 months 3,678,000 Budget Remaining $11,322,000

Target Market American Farmers in low and middle socioeconomic classes u American Farmers in low and middle socioeconomic classes

Marketing Campaigns Campaign 1: Stimulate adoption via word of mouth, campus ambassadors, farmers’ markets, radio and television ads Campaign 2: Use testimonials in digital marketing to show benefits of using WeGrow Campaign 3: Focus on farmers without access to widely available internet Employ portable internet connections to reach these markets

Successful Implementation Metrics Number of users and connections Number of interactions with user generated content Crop yield improvements post launch Conversion rate from non-farmers to farmers Sales and expenses Predictability models published by USDRD for weather-related impacts across country and harvest forecasts Adoption rate per region over time

Thank you Monica Naderi-Colon Contact us Julian Nelson Alex Rockelli NaderiMC@dukes.jmu.edu nelso2jb@dukes.jmu.edu Alex Rockelli Laura Streaman rockelap@dukes.jmu.edu streamlg@dukes.jmu.edu