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USDRD CASE ANALYSIS Agricultural Data Management Platform
Team: Northern Ireland
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Agenda Current State Options Solution Benefits Timeline Financials
Marketing Metrics
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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
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Decrease in Industry Popularity
In just five years ( ), the US experienced a net loss of 90,000 farms.
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Average Sales by Farm
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Average Age of Farmers
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Options Native App Pre-loaded Tablet Device Cloud-based Database
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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
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WeGrow Community Page
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WeGrow Connection Page
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WeGrow Profile Page
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WeGrow CropTrends Page
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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
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Timeline Week 1 Requirements Elicitation Week 2
Focus Group Interviews with Farmers Week 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
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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
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Target Market American Farmers in low and middle socioeconomic classes
u American Farmers in low and middle socioeconomic classes
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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
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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
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Thank you Monica Naderi-Colon Contact us Julian Nelson Alex Rockelli
Alex Rockelli Laura Streaman
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