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MissionOur vision is to developing a huge farmingcommunity through various lingual friendly,social networking initiatives and modernizingthe entire Indian Agriculture Sector, through aunique, cost-effective solution for the farmersand the rural community as a whole.
Product Description• A Social Networking portal exclusively for farmers of different regions of India to interact with each other without the barrier of language. Access provided via Mobile Apps and Web Platforms• Same portal to be utilized by Agro-Firms for analysis of the best crops to be utilized for the manufacture of their products.• In-depth analysis and expert advice for efficient usage of soil, seeds, fertilizers, pesticides and other Agricultural Technologies• Regular Weather Reports, Vendor details, Purchaser details, available markets, Insurance Policies, Government Schemes, Market Rates, Cold Storage Details and various other logistics through a Mobile based Platform.
Product Description Logistic Details •Connect to other farmers Farmers •Language Friendly Interactive •Post Pictures of Harvest Medium•Analyze regional and AgroLinkedindividual profiles of crop Socialproduce Network Data•Sponsorship access to various Centersother information andparameters •Crop Profiling and Research Access for further projects Agro-Based Agricultural •Testing of new Industries Universities information and crop procedures
System Resources• System Architecture – arsDigita Community System (ACS) platform : a open- source toolkit is used to build interactive web based applications. – Unix based platform with Oracle RDBMS.• Development Hardware – Network of Intel based workstations running FreeBSD UNIX as our development environment.• Connectivity Solutions – Sun 450 Enterprise-class machines for our production environment. – Solutions for increasing our bandwidth to the Internet as our user base grows, preventing system slow-downs and unnecessary downtime.
Consumer Benefits• Increase their productivity by around 15-20%.• Obtain vendor details and purchaser details and be able to analyze the various rates, so as to derive maximum profits by growing a particular crop.• Eliminate the trends where the vendors reap out profits from farmers by charging undue rates.• Agro-Industries will be able to purchase good quality crops by analyzing the farmer profiles and their crops (on the web) and decrease purchasing costs by 10-15%.• Farmers will take advantage of Social Networking.• Revolution in the field of Agriculture and modernize it completely.
Recent Trends• A rise of 18% in use of the mobiles by rural subscribers. (Telecom Regulatory Authority of India (TRAI))• Rising from 93.2 million users at the end of last year, there are 109.7 million rural mobile subscribers.• Indian mobile services companies and handset vendors have identified the rural market as a new growth opportunity, as urban markets are getting saturated.• Huge market for Mobile Value Added Services. The growth in mobile VAS is attributed to the rural market.• With the advent of 3G services, the VAS are bound to get higher and higher. • The government has decided to extend broadband connectivity to all villages by 2012 
Target MarketThere are three major layers of users that could be targetedfor utilizing our product:1. The Agricultural Community of the farmers which constitute around 58.4 % (approx) of the Indian Population. – We aim to market the product initially in Southern India, Regions of Deccan, Gujarat, Maharashtra and Punjab.2. The Agro-based Firms and vendors involved in selling of products like fertilizers, pesticides, crop seeds, etc. as well as those involved in purchasing of the crop products.3. Organizations like Dairy Boards, FICCI, CCI, NGOs, Agricultural Universities etc.
Barriers to Entry• Access to expertise and excellent advices based on crop development and protection from renowned agriculturists and students of appreciated agricultural institution at minimal rates of Rs. 100• Access to social networking without lingual discrimination.• Majority of farmers (located in target regions) possess mobiles. Computer & internet facilities easily available in villages of Gujarat & Maharashtra.• The farmers will be enrolled through active help of the Gram Panchayats of the respective villages.• Agro-based Firms would receive better quality crops for their product development.
Competitive Landscape• E-Choupal by ITC – Service provided via Internet koisks and not mobiles, which is a hindrance to growth. – Service provided for select crops in select regions which are beneficial to ITC for its agro-based products. (e.g. soyabean, wheat, tobacco) – Part of supply chain for ITC. Crop produced is purchased by ITC itself.• Thomson Reuters has been updating over 1 lakh farmers in the country with the latest market trends, weather forecast, and crop information via its SMS-based service. – Costly to the range of Rs 60 per month – No social networking initiatives and no interactive mechanism• Nokia launched its Life Tools service in June, after a pilot project in the Indian state of Maharashtra. The service offers agriculture information, education, and entertainment targeted at people in rural areas.
Growth Opportunities• Product Expansion – Reach out to other subsidiary fields like poultry farming, honey industry, silk industry etc. – Implementation in the Fish Industry.• Market Expansion – Currently aimed exclusively towards India, due to its huge untapped market potential. – Market expansion would be carried out after 5 years aiming different countries which have a huge chunk of revenue generated from such sectors. – Agro-social Networking in true sense.• New Avenues – AgroClinics and AgroBanks Development.
Marketing & StrategiesThree major stages of operation:• Stage 1: Developing of the entire Solution using Web 2.0 & Mobile 2.0 Technologies and Deployment of the system using Cloud Computing Concepts. (Startup Phase)• Stage 2: Initial Enrollment of the Farmers, Agro-based Firms, Dairy Boards, Farming Institutes etc. for the access to the system.• Stage 3: Development of Data Centers to serve first at the regional level and then at the state level.The enrollment of the farmers to the system, as well asmarketing of the scheme among the rural population is donevia the Gram Panchayats as well as NGOs of the region.
Marketing Plan Phase Target Markets Type of Marketing Strategies Phase I B2C Groundnut, Garlic, Mango Rural (Gujarat & B2B Oil firms, Mango vendors etc. Organizational Maharashtra) (June 2011- September 2011) Phase II B2C Soyabean, Wheat, etc. Rural (Punjab & B2B Firms like ITC and Parle Organizational Haryana) (October 2011–February 2012) Phase III B2C Coffee, Coriander Rural (Deccan & B2B Nescafe etc. Organizational South India) (March 2012 onwards) Phase IV B2C Rice Rural B2B (June 2012 - September 2012) OrganizationalTypes of Marketing Strategies Employed:Rural: Trips to target villages, Radio, TV, Wall Paintings, Phone Calls, Product DemonstrationOrganizational: Trips to partners, Personal Contacts, Letters, Email, Phone Calls, WrittenCorrespondences
Revenues• Sponsorships – Our Industry partners will pay to get the right to sponsor key content areas on the site.• Enrollment Charges – Farmers who would be enrolled would have to pay Rs. 100 annually. (micro-finance rates)• Research & Development Charges – Various Agro-Universities will be able to acquire our data for their own separate sponsored projects, at specific rates, considering that the projects would in turn be helpful back to the agricultural communities.• Advertising – For rental of the Web ‘real estate’ by relevant brands, revenue would be generated from them.
Expenses• Marketing Expenses: – Advertising to farmers, firms, and universities. – Expenses for market research, public relations, and promotional activities.• Content Development: – Development of the entire social networking initiative. – Need to acquire and license content from a variety of sources.• Operations – Included in this category are the expenses involved in conducting online surveys as well as the contracting expenses necessary to deploy the portal.• General and Administrative (G&A) – Other organizational charges
400000003500000030000000250000002000000015000000100000005000000 0 Startup Phase Phase I Phase II Phase III Phase IV-5000000 Initial Investment: Rs. 10000000 (To be covered by bank loans and investments) Returns generated after Phase I to cover up all dues
Long-Term Financial Strategies• Venture Capital & Angel Investment – We seek to partner with venture capital industry leaders that would provide both financial assistance as well as industry, legal, technological and marketing insights.• Brand Partnerships – Partnerships with traditional brands seeking to purchase high-quality agricultural products for their own product lines are being looked into.• Government Loans – Government of India is very keen to develop the agricultural sector with the help of IT ventures and it can be approached for loan on successful achievement of targets• IPO – An IPO would clearly benefit the company by allowing us to leverage the additional resources and market valuation to purchase additional information, and increase company credibility.• Franchising – Expansion in the fields of development of AgroBanks and AgroClinics could be facilitated by franchising them.
Risks• Financial Risks – Seasonal patterns of spending by advertisers and sponsors and trends in advertising rates. – Fluctuations in expected revenues from our strategic relationships.• Content Delivery Risks – Experience temporary system interruptions due to power and telecommunications failures – Vulnerability to breaches in our security and natural disasters. – Outsourcing the server hosting function to a third party may leave some systems interruptions outside of our control.• Other Risks – Privacy Issues – Minor Risks of penetration of product due to political problems, as well as hindrance in the implementation due to opposition from various other forces and the orthodox mindset of the farmers.
Potential Exit Scenarios• Initial Public Offering: We seek to go public within 5 years of operations. The funds used will both help create liquidity for investors as well as allow for additional capital to develop our international strategy.• Acquisition Merger with Private or Public Company: There are several key companies like ITC, Du Pont etc. which are based on Agricultural products. Many have worked on alternative solutions but lack the special features we have.• Government Collaboration: Indian Government is constantly working out schemes for the betterment of agriculture in the country. It tends to utilize the IT Bubble to maximize the revenue generated from the agriculture sector.