Project Everest

Adopted Experiment

[FEB 19] Distribution: Middlemen Lean Phase: Channels - Fiji FarmEd II

Jack Dowling
Jack Dowling | 11 months ago | in FarmEd - Fiji

Assumption: Middlemen (with 75+ farmers) are willing to distribute the app


Lean Phase: Channels


Time Box: 3 weeks


Key Metrics:

Number of positive outcomes received from middlemen indicating a willingness to distribute the app. A positive outcome is defined as following:


Gold: Payment (full or partial) on behalf of network

Silver: Signed MOU to recommend to network and redirect to Facebook page or similar

Bronze: Informal (verbal) agreement to inform network about application and open to future contact with FarmEd


Success Point:

40% of the middlemen interacted with are willing to distribute or buy the app for their farmers.


Green Light:

  • FarmEd has a viable option to distribute the application to farmers using the middlemen they sell their produce to.


Orange Light Range:

15-39% of the middlemen interacted with are willing to distribute the app to their farmers.


Orange Light:

  • Review feedback received from middlemen
  • Re-evaluate other ways middlemen could be used as a channel
  • Reconsider pitch and value of Govi Nena offered to middlemen


Failure Point:

15% of middlemen are willing to distribute or buy the app.


Red Light:

  • Middlemen may not be an autonomous and scalable channel, consider other alternatives.
  • Pass on feedback from middlemen to app development team
  • Pass on any connections/farmers details to FarmEd I team for sales.


Experiment Build:

Goal: Arrange meetings with 15 middlemen and pitch PEV and the FarmEd smartphone application.



  • Determine how to locate and contact middlemen. This can be face to face interactions, hubspot, local markets, and through produce salesmen.
  • Agree on a ceiling commision price per distribution (maximum 30%, but as a last resort)
  • Develop a pitch tailored to middlemen containing the following things if applicable:

                   - Improving quality, quantity and stability of produce.

                   - Providing greater access to crop information such as what, where and                           when by connecting business to farmers.

                    - Improve profitability of middlemen by commision as well as improved                            consistency and quality of their food-supply chain to sell to resorts.

  • Survey to gather key information points on hand
  • Sales pitch practice as a team
  • App on phone, ready to present it to potential middlemen

During encounter:

  • Assess the number of farmers the middleman interacts with and how (e.g. face to face, how regular? And how often the encounter?)
  • Determine what produce they sell and what problems they face (e.g. Inconsistency? uncertainty? Difficulty finding produce?)
  • Demonstrate the application’s functions, and pitch the facebook page.
  • Investigate through conversation if the middleman would be willing to ‘be the middleman’ for the application

Post encounter:

  • If middleman was willing to share his network of farmers, FarmEd II pass on these connections to FarmEd I
  • Determine how viable using middlemen as a channel is by the number of positive and negative interactions and predicted reach
  • Send thank you notes
  • Update information into Hubspot

Lucy Preiss 11 months ago

Status label added: Experiment adopted

Reply 0

Brodie Leeson 11 months ago

Who are these Middlemen? I am assuming they are a tier down from business but who exactly are they? Some examples?

What was the justification for a middleman being someone with $75+ farmers, especially early on wouldn't 20+ still be valuable?

What are the middlemen getting out of this, is that part of the justification of 75+ farmers? Is it constant or on a case by case negotiation basis?

Reply 0

Nate Mountgarrett 5 months ago

Every site has its own importance and it needs a best version of learning. Somehow there is review that are going to transfer more information.

Reply 0