Project Everest

Proposed Experiment

[FEB 19] [TIMOR] Community contacts as a communication channel

In January communication between farmers and the FarmED via Facebook and text proved to be difficult. This experiment aims to utilise a non-digital communication channel.


Lean phase:




Using the traditional hierarchical system of Sefis and Sucos leaders will be an effective form of communication channel to the farm owners. They will be able to disseminate information to the farmers, gather information and report back to us. It has been assumed that there has been prior contact and they have been proven to be trustworthy.



This experiment will take 4 weeks to carry out.



Success Metric:


Metric- to measures the success of the experiment at least four different Sefis need to be working with us. We then need them to disseminate information and then report it back to us.

Green light- 75%+ of Sefi are happy to work with us to disseminate information and bring responses back to us. The Sefis deliver information to the farmer owners regarding the progress of the app. Once information has been delivered, they report back with exact numbers of farm owner responses. If given green light continue utilising this communication channel along with establishing further Sefi contacts.


Success rate- over 75% of Sefi support us


Orange light- 40-74% of Sefi are happy to work with us to disseminate information and bring responses back to us.  The Sefis deliver information to the farmer owners regarding the progress of the app. When Sefis report back, information is not clearly relayed to us with missed contacts. Information is lost in translation and not clearly understood by one or both parties. If given an orange light, try and figure out where the communication breakdown occurred and why. Try to solve the breakdown before organising additional Sefi contacts.


Faliure rate- obtaining 39% of the Sefi reached

Red Light- 39% of Sefi are happy to work with us to disseminate information and bring responses back to us. The information disseminated to the farm owner’s poor quality due to translation issues. When/ if the information is relayed back to us it is a small cross section of the overall farm owner population. If given a red light halt the experiment and assess the reason for break down of communication/ poor translation and why there is an unwillingness to support us.



Experiment build:


1. Read their HubSpot record if already contacted to ensure there is no mistakes or mix-ups. If new, then move to step two.

2. If no one speaks Indonesian, then ensure a translator has been booked before making phone calls. (if someone speaks Indonesian then there is a high chance communication can be achieved)

3. Ensure you have decided upon the information to be disseminated. E.g.

-        We would like to inform the farm owners in your area that the app is still in development and we would like to know if you are still interested.

-        The app has been developed is ready to be delivered. We were wonder how many of the farm owners would still be interested. If they are could you please arrange a community meeting with them.

-        Your farm owners have now had the app for a week/ we were wondering how they have found the experience. To do this would you please pass around this service and bring it back it to use.

During contact:


1. Phone the number provide. Ensure they are fully aware you are from Project Everest and why you are calling.

-        Inform them of what information you want to disseminate and what you expect from them.

-        Allow a week for the meetings to be organised.

-        Give them three phone calls. First, one to request a meeting, second seeing how it’s going (this should be done two days after) and the third confirming number and location (this should be done four-five days after the initial phone call)

2. Give them a time from of when you want the information passed out and when you want the information back to you.


1. Log call into HubSpot

-        Enter what was talked about

-        How long for

-        And the outcome

2. Keep track of who's been contacted and whose most reliable

-        This can be done by creating a google doc or spreadsheet.

-        Record when you contact them and when you expect to hear back.


edited on 7th February 2019, 06:02 by Chris Zancanaro

Rose Gooding 11 months ago

Hi Chris. I'm just wondering based on the experiences you had in Jan, do you believe there is anyway to mitigate the lack of reliability in these meetings? If I recall there was a week where 3 of these meetings fell through in Jan with no major benefit. This sort of channel is extremely resource and time extensive, however has huge potential. This biggest block in the build is an ability to put resources in the right place. Do you have any thoughts around this?

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Fiona Aaron 11 months ago

Very keen to see an answer to Rose's comment.

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Chris Zancanaro 11 months ago

We made a couple of mistakes in January.
One was that we often booked the meeting as soon as possible. This gave the farmers almost no time to prepare the meeting and ensure attendees. Fixing this is as simple giving the farmers a week or so to give them the time to speak to their communities and organise people, but this is not ideal given our limited time in country. My thought to mitigate this is to try to piggyback on existing community meetings as much as possible. In January we managed to attend a village meeting with hamlet chiefs, no sales were made but plenty of contacts were collected. This was easily the largest meeting we attended and there was no organisation barriers on our end at all.
The other mistake was that we tried setting up meetings with everyone. We constantly asked if people could get together some farmers for us to speak to and this meant a lot of unreliable communications. One man who was super responsive to our conversations promised 10 farmers and then got 1 guy for us to speak to. Mitigating this is a case of leveraging those contacts who have proven to be reliable in the past and not trying to set up meetings with everyone. I've attached a document to the main post which sheds some insight into this process. Essentially we need to be more strategic in who we choose to contact. Where January was stabbing in the dark to find leads, February can use what we learnt to pick their targets more carefully. Starting at the municipal level, if we can get a high ranking official on board then it is much simpler to follow the organisational tree down to the local levels using their reputation.

Municipal head > District head > Sub-district head > Suco leader > Sefi > Famer

So in terms of what we can do: attempt to piggyback existing meetings as much as possible, and use our new insight on the political hierarchy to influence our lead generation process.

Let me know if there's anything I can make clearer.

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Rose Gooding 11 months ago

the above comment wouldn't let me tag users:

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Rose Gooding 11 months ago

Status label added: Proposed Experiment

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Rose Gooding 11 months ago

another option being considered is meeting with village chiefs to chat about the app prior to a community meeting. The premise for this is that if a chief is around the product, community members are more likely to turn up to the meeting and if it has the support of the chief already they could be more likely to engage with it

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Rose Gooding 11 months ago

Status label added: Under Review

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