A brief introduction to Memes and the core team. This includes how we work and some sample projects/innovation initiatives the team has developed/is developing

1. Memes Associates, Ltd
Group overview
Discovering Memes
Memes Associates, Ltd
Actionable Business Intelligence

2. Memes Overview – What we do….
• Tactical & strategic solutions to encourage business growth
1) Know the customer and the industry
• Domain expertise
• Customer process mapping
• Industry networks
2) Generate opportunity concepts through phased investigation
• Concept exploration
• Market refinement
• Customer expectations
3) Develop products, markets, strategies ,& business models for systems
solutions
• Assumption validation and functional requirements
• Advisory role as corporations position themselves into the opportunity
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3. A brief history of Memes
• Memes officially formed in 2001, but the history is much richer….
Start Up and GrowthEarly Years before Memes
Steve Faivre
partners to
form AgriCad –
Early entrant
in PF business
1992
Pinakin Desai
joins AgriCad
to write code
2001
Faivre
joins AFS
group
Pinakin joins
Case IH AFS
group
Monk joins
Memes
Taylor joins
Memes
Kevin Monk
joins Deere
Monk joins
CNHNate Taylor
joins Deere
Taylor
joins Zedx
Faivre joins
Memes
AgriCad
sold to RDI
Pinakin Starts
Memes
2012
Faivre joins
Deere Agri-
Services
Memes
collaborates with
BTG on portfolio
strategy
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4. Memes Services - Areas of Specialization
Customer Process Mapping
Market Disrupting Innovation
Current Market Assessment
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5. Memes Approach - Disruptive Innovation
Avoiding commoditization requires change beyond product improvement
• Wider focus from equipment to encompass customer Processes
• Adoption of technology innovation to enable System Improvement
• New market segments beyond traditional Ag & Construction
Product Improvements
Equipment Focus
System Improvements
Process Focus
SP Combine
Rotary Thresher
Product
S
y
s
t
e
m
Horse drawn
Reaper
Motorized
Reaper
Harvesting System
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6. • A comprehensive process which can be repeatedly
applied to different market segments in order to gain :
• Understanding of customers’
• Business
• Process
• Needs
• Insight into feasibility of solutions
• incremental improvements
• market altering or disruptive innovations.
Memes Approach – Disruptive Innovation
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7. Memes Output – Disruptive Innovation–
A systematic phased approach to opportunity
Phase Concept
Confidence
Interval
Investment
Understand
Customer Value
(1-5) (5=high)
Understand
Impact
(1-5) (5=high)
I
Concept Exploration - High Level
Customer Benefit and Market
Potential, IP Opp.
I---------------I $ 3-4 2-3
II
Refine Market Potential and Cost
Estimates, Validate Assumptions
I---------I $ 4-5 3-4
III
Customer Value Prop, Functional
Requirements Doc, Business
Case, Cost Estimate
I----I $ 5 4-5
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Phase Example -Precision in Construction
I
“Virtual Conveyer” Concept exploration - Haul
Economic Overview, Market Sizing, Levered
Opportunities
II
Research Assumptions, Refine Concept, Identify
Partners, Refine Business Case
III CVP, FRD, Business Plan, Adopt Est., Mine Demo
Critical to Success – Concept Introduction at correct Management Level
Decision point
(proceed/stop) after
each phase based
upon opportunity
assessment. Don’t
invest heavily on
projects with small
potential.

8. Disruptive Innovation Example Project –
Seed Tape Production System
• STPS Concept
• Bringing high precision at low
cost to the field
• Addressing the need of
proper handling of seed
and reducing the cost
drivers for crop production
• Focus on emerging
markets for corn/maize
and canola
• Initial research indicated, there
are potential opportunities
• Further research and
exploration to refine the
business model
Slight
misplac
ement
Ideal
Planting
Hand
Planting
1-2”
in.
Conventi
onal
Planting
Une
ven
Dep
th
Uneven
Spacing
Ski
ps
Dou
ble
Plan
t
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9. Memes Team
Pinakin Desai
Pinakin uses the current and anticipated business environment, new
and existing technologies to design unique products and services for
the global marketplace focusing on agriculture, manufacturing,
transportation, and construction. His specialty is the development of
new business models based upon detailed process maps and in-depth
understanding of a customer’s business
Steve Faivre
Steve has a lifetime of advanced agriculture innovation experience. He
has operationally and financially managed a large corn and soybean
farm, created one of the first yield monitors, brought to market one of the
first agriculture mapping products, worked for John Deere and Case New
Holland, and has dozens of patents in his name.
Steve’s ability to see 10 to 15 years into the future of agriculture gives
clients a strategic advantage for long term growth.
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10. Memes Team
Kevin Monk
Kevin has experience operating a production family farm and working
with leading equipment manufacturers. Kevin explores innovative &
economical ways to automate & mechanize production, agriculture,
construction, & mining. He works with developing sustainable
agriculture, construction, and mining systems in both emerging &
traditional markets. Kevin develops assessments on market potential &
growth projections for innovation opportunities, & recommends go-to-
market plans for entering into new opportunities
Nate Taylor
Nate started his agriculture marketing, product management & sales
career in 2005 with John Deere in their advanced services division. He
has built a wide network of contacts within the agriculture market while at
Deere & ZedX. Nate sits on the Advisory Board of the AgChat
Foundation, an organization designed to provide a forum to the
agriculture community on current farm management issues.
.
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