1. USDRD CASE ANALYSIS Agricultural Data Management Platform
Team: Northern Ireland

2. Agenda Current State Options Solution Benefits Timeline Financials
Marketing
Metrics

3. 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

4. Decrease in Industry Popularity
In just five years ( ), the US experienced a net loss of 90,000 farms.

5. Average Sales by Farm

6. Average Age of Farmers

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

8. 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

9. WeGrow Community Page

10. WeGrow Connection Page

11. WeGrow Profile Page

12. WeGrow CropTrends Page

13. 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

14. 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

15. 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

16. Target Market American Farmers in low and middle socioeconomic classesu
American Farmers in low and middle socioeconomic classes

17. 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

18. 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

19. Thank you Monica Naderi-Colon Contact us Julian Nelson Alex Rockelli
Alex Rockelli
Laura Streaman