Project Everest

Adopted Experiment

[Experiment Complete - Results Posted]: FarmEd Sales - Fiji December 2018

Brodie Leeson
Brodie Leeson | Oct 26, 2018 | in Knowledge Base

Lean Phase:

MVP Prototyping. With the Beta platform of the MVP in hand the goal will be gathering information regarding the App to assess its reception and provide direction for updates



1. The Users have a method of cashless payment (MPESA).

NB: not the test assumption (handled in another experiment) as initial sales can still be made via cash or MOA.

2. User experience is sufficiently positive as to result in successful purchase.


Time Box:

Two weeks of constant community outreach within the Sigatoka region. Upon conclusion evaluate success metric and repeat with adaptations necessary


Success Metric:

Number of sales will be the success metric. Successful sales will support the assumption that the user experience and the product itself is sufficient for the user to justify payment.


Green Light- Proceed (User experience surveys and data collection)

Success point: If 50% of farmers approached accept payment and sign onto the platform this proves the product is desired by farmers and is delivering in a way they feel they can benefit from.


Orange Light- Optimise (The App may not be providing enough of the key desires of the farmers or may not be easy enough to use. During the sales surveys information will be gathered on this and used to guide the update for the delivery of the app in January. With improved navigation and increased value sales will be trialed again when the app is available for sale.


Failure Point: If above 20% of farmers express interest in the app and are willing to pay for it the app is most likely on the right track but needs to provide more value to the farmer before they will be willing to pay for it. See Orange Light.  If below 30% the product is either too difficult to navigate or is not providing enough value. Based on data collected a rework of the app is required.


Red Light- Failure Protocol

Assess data gathered and provide to Athula in his team with insights gathered. Potential causes for failure at this stage are:

  1. App is not actually available (Situation changes in January, worst case, try again with app)

  2. Not user friendly enough (Decembers purpose is to find this info and provide it for the launch of the app in January)

  3. Does not provide enough value (The update will ensure the most desired aspects are included, the app is planned to be delivered at a very low cost relative to standard farm costs so cost should not be an issue)

  4. Payment method uncertain(For December only, although undesirable, MOAs will be accepted for those wishing to only pay once they have the app in their hand. Apart from this cash can be accepted so long as a plan for cashless payment is put in place)


Experiment build:

Conducted through face to face encounters with farmers within the Sigatoka region.


Pre-departure requirements

  • Assess prior documents on [INCLUDE LINK] to assess previous contact with the potential new customer so an understanding of the present relationship and previous interactions is gained
  • Survey for key information to gather is on hand [INCLUDE LINK]
  • App on phone (installed onto all trekker phones) ready to present it to potential customer
  • Preparation from sales pitch workshop including key desires found in surveys of farmers [INCLUDE LINK]
  • Village chief contacted and meeting set up or farmer contacted and made aware of meeting (if possible/feasible)

NB: Initial contacts will be with the 20 customers who expressed interest in the platform in July.


  • Trekker 1 App in hand approach farmer for discussion. Ask if they are interested in seeing the app and if they would be willing to provide their thoughts on the app
  • Trekker 2 filling in the survey
  • Trekker 3 doing sick tricks for farmers entertainment if present
  • Provide presentation of the app while asking the farmer their thoughts (questions guided by survey, presentation guided by sales workshop)
  • Close with a sale. MOA for December may be acceptable but does not really help our data gathering. It does have the effect of speeding January sales efforts however.
  • Collate data from survey to send through to Athula and his team


  • 80 Sales pitches



edited on 7th January 2019, 23:01 by Jess Riley

Fiona Aaron Oct 26, 2018

Love this Brodie. I think that the metric is too optimistic. 75% is an extremely high conversion rate though. I personally would think that 50% is more achievable and failure rate to be down near 20% tbh. What are your thoughts?

Users tagged:

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Brodie Leeson Oct 26, 2018

I think you raise a really good point, I was being moonshot (with the goal of 80 sales pitches) but that doesn't have a place when assessing suitable conversion rates for future steps. High hopes wont help guide us forward in the best way.

I agree and will edit accordingly.

Thanks Fi.

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Melissa Lee Oct 27, 2018

With the goal of 80 sales pitches and a 50% closing rate, would we also aim to obtain expression of interest out of the 80 pitches? If yes, what would be metrics around EOIs?

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Brodie Leeson Nov 9, 2018

Hey Mel,
Yes so in this case we are considering both as part of the success metric.We are leaning heavily towards actual sales however due to the fact that we wont have a product for them to download I think it is acceptable to lay the groundwork for Jans team and gain an MOA while providing a tutorial on the use of the app so the sales flow more smoothly for the team in January.

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Alex Staples Dec 3, 2018

Status label added: Experiment adopted

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Fiona Aaron Dec 18, 2018

Please ensure to post experiment results for this please.

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