Farm Tender

Ag Tech Sunday - AgTech Adoption: Avoid These 3 Killer Assumptions

  • By: "Prime" Ag News
  • Ag Company News
  • Aug 15, 2020
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By Tim Hammerich - Future of Agriculture Podcast

“If you build it, they will come” is a great movie line but not much of a business strategy.

Missing from many agtech startup plans is a clear framework for customer adoption. No, I don’t mean a hockey-stick chart for what it looks like going from zero adopters to significant market penetration. I mean the story.

Who exactly is the customer (hint: “farmers” is not sufficient)? What does it look like for that customer to be exposed to the idea, then get over their initial resistance to change, feel compelled to try it out, fully realize the risk-reward, then eventually embed that idea into their operation? How do all of these steps happen at scale?

3 Killer Assumptions:

  1. Assuming all farmers are the same
  2. Assuming if you build it, they will come
  3. Assuming you know the feedback you need to hear

Read the rest of the article here.

Listen to Accelerating AgTech Adoption podcast here.