Project Everest

Customer Segment

[Customer Segment] Farmers - DArT Timor - July 2019

by
Courtney Gribble
Courtney Gribble | 4 months ago | in Impact Partner - DArT

Lean Phase: Customer 

Aim: The purpose of this post is to consolidate previously validated farmer customer segment data relevant to DArT.

Introduction: The DArT project is looking to validate the product market fit of Diversity Array Technology’s technology through mapping the supply chain. The following DArT-relevant customer segment validations have been previously made in the agricultural space in Timor by FarmEd teams. Further customer segment validations will be necessary. 

In Timor, 80% of the population rely on agriculture for subsistence [Ministry of Agriculture, 2004

(Customer Segment A) Subsistence Farmers 

Subsistence farmers in Timor feel stressed, sad and hopeless when their crops have low yield and quality as they are unable to adequately feed their families or sell in the market.

Approximately 45% of farmers surveyed are subsistence farmers  [December 2017, n= 70]

(Customer Segment B) Subsistence Farmers who sell a significant amount to market

Subsistence farmers in Timor who sell in market feel stressed, sad and hopeless when their crops have low yield and quality as they are unable to make enough income to support their family and their resources are wasted. 

Approximately 48% of farmers surveyed are subsistence but sell a significant amount to market  [December 2017, n= 70]. These farmers sell at local markets, larger city markets (e.g. Tai Besi) or supermarkets.  

General Demographics

  • Income: Approx. USD$100 a month [July 2019, n= 54] 
  • 44% have access to smartphones, however they are not necessarily available [July 2019, n= 93] [July 2018, n=39] 
  • 80% do not have access to reliable internet access (75% Dili, 87.5% Dare, 87% Hera, 80% Aileu, 90% Liquica) [July 2019, n= 92] 
  • Majority of farmers source their seeds from their crops, supermarkets, local shops and markets [December 2017, n=70]
  • Farming resources are attained from markets (29%), shops (24%), supermarkets (19%), government (14%), NGOs (9.5%) and other farmers (5%) [December 2017, n=70]

Main goals and motivations 

  • Greater crop quality
  • Increased income 
  • Increased agricultural knowledge 
  • Greater productivity 
  • Lower stress levels 

For relevant FarmEd post see; Customer Segment FarmEd Timor-Leste

Courtney Gribble 4 months ago

Status label added: Customer Segment

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