Project Everest

Cambodia FarmEd target market

by
Nicholas needs
Nicholas needs | Jan 4, 2017 | in Knowledge Base

The FarmEd project in Cambodia has seen some considerable empathy and prototyping for the application since its commencement in December. In particular, data collection on soil with intentions to expand other points of data collection such as integrated pest management, real time weather advice amongst a suite of others are of interest. All this data will be entered in IBM Watson for the cognitive consultancy service. 

Target Market:
Currently, the primary target market for FarmEd is higher income rice farmers, due to the wide-spread practice of this crop around the Siem Reap region but to also engage the farmers who may be financially able to invest in the consultancy service. Meetings have been scheduled next week with various stakeholders who can assist us in locating these higher income farmers with some promising site visits to come over the next few weeks.

Contrastingly, lower income farmers have been identified as a potential market who could very much benefit from the advice, although financially not in a position to fund an app/subscription. The Landline Museum Relief Centre (LMRC) based on the outskirts of Siem Reap has played a valued role in providing access of their demonstration plot of land for rural farmers to attend educational seminars to improve their agricultural practices. 

Idea:
January FarmEd would like to posit the idea of the LMRC to serve as middleman of the distribution of culturally appropriate hardcopies of the questions to the lower income farmers relating to their agricultural practices, soil types and testing for treatment plans (amongst others). The farmers could bring samples of their soil to the LMRC and perform testing on the spot rather than relying on the farmer taking soil kits at home (which would otherwise be administered individually) and then bring it back for us to examine. 
We believe this may assist in the collection of data to strengthen the output of advice given by FarmEd with a small service fee on behalf of the farmer to produce a report of recommendations to them based on their responses given. 

Ashley Xu Jan 4, 2017

Great work guys, this looks fantastic! Just wanted to ask, is the LMRC a government organisation? We've been looking at the Ministry of the Agriculture to take on the consultancy service in Fiji, however, there have been some issues between the MoA and lower end farmers so we've been looking into other non-governmental organisations to fill that role, hence the above question!

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Nicholas needs Jan 5, 2017

Hi Ashley,
The LMRC is an NGO and our contact, Bill, believes that we need to refine our business plan rather than base our prototype off a model, a very valid point to make.
I tink we are having a similar barrier in Cambodia in reaching the lower income farmers however we are still navigating the barriers to reach the higher income ones. The meeting today was great to start looking at other ways of reaching higher income farmers, such as attending local markets to gain a better understanding of the market value of particular crops but to also try contact input suppliers.

Keen to be following Fiji FarmEd progress!!!

Good luck!!

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Wade Tink Jan 8, 2017

Pursuing high-income farmers initially seems logical given that they are in a position to take a risk with the prototypes that you create. Whilst in the long-term we can achieve the greatest social impact by providing access to the lowest income farmers, in order to refine the product/service and get it to a position to be scalable the most obvious route is through early adopters amongst high-income farmers.

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