1. AGRICULTURAL NAVIGATION Group 4

2. Goals  To create the system which will be so convenient, flexible, understandable and available to farmers to be used in each field in Finland.  Company have to sell not only HW but services:  help with infrastructure - how to effectively place BS, how many, etc;  SW upgrade (lets only one year SW upgrade subscription be free of charge, then €).

3. Technical solution

4. System infrastructure  Tractor  Tractor which has Positioning Terminal (Mtt 130)  Base station  Should have base station coverage can provide 3G or GPRS signals for the tractor to provide DGPS.  Service center  Collect position information of the tractor design route for each tractor  Send feedback to the each tractor.

5. System Infrastructure T BS T T SC T Position Feedback DGPS signal SC: Service center which provides to farmlands the information to Tractor(T) according to their position. For instance, which sort of the grain should be sowed according to the position.

6. Tech specs  Base station at the customer’s or operator’s premises  Differential correction transmitted over the Internet  DGPS positioning connects to the base station using 3G  Multi-system differential correction: GPS, GLONASS, Galileo, Compass -> good reliability

7. Technical Constraints What we have to provide:  Distance of action: 10 km It’s approximately the area of 44 000 football fields!  Accuracy of positioning: ±0,2 m 10 km Field

8. Marketing solution

9. Current market and competition  In 2009, there were 69 071 farms in Finland  DGPS navigation for agricultural purposes already offered  American systems using WAAS/EGNOS correction  Not reliable in Finland, connection lost during nighttime  Accuracy range 10 – 30 cm  Finnish farmers are buying these and loving them  Price range 2400-4000 euros, no annual subscription fees  Automation possible as an add-on, no RTK required  RTK systems are offered for < 1 cm accuracy  Requires more equipment  More expensive, prices in the area of 15 000 euros  The high accuracy is only needed for sowing

10. Service offered to end-users  A reliable navigation and positioning system for agricultural solutions  A way to improve efficiency and lower costs  Accurate fertilizing and laying of crops is made a lot easier  Ability to track and plan work  Lower price than RTK systems, better reliability than systems relying on EGNOS

11. Potential customers  Tractor companies  Sell the positioning terminal to them  Company can rent the tractor to the farmer  Farmers who have large area  Can build whole system for those farmers  They more will to pay for the whole system  Build the service center to provide the service for the area which has several farmers.

12. Marketing Constraints How to organize sales promotion well?  Divide customers: - let A be a group of big farms; - let B - small and middle farms.  We have to show the benefits of system usage for both of the groups: - for A it’s an opportunity to control and organize processes in the farm (more equipment - more problem); - for B it’s a way to simplify work and make it easier.

13. Marketing Constraints  The main marketing problem is to convince customers of a gain of the product. What we can do? - make a market research; - make a promotion: first project for the big farm for free and count the profit.

14. SWOT analysis StrengthsWeaknesses - it’s possible to create an infrastructure which customer wants, so product expect to be more flexible, as the system is more close to customer; - possibility for farmers join their efforts and buy one station for several farms. - lack of accuracy of the product; - SW compatibility. OpportunitiesThreats - low market price (comparing with RTK devices); - scope for further development and improvement with the same HW; - easy SW download and upgrade; - get money from services purchase. - high competition on this part of market; - probable increasing pressure from bigger competitors; - constant change in technology.

16. THANK YOU