Technology Management & Entrepreneurship Assignment 3: Creativity & Technology Networked, GPS-equipped Cows Team G: David Nydegger, Samuel Vonrueti, Tanja Bosshard, Martina S. Lattmann

Introduction / Business Need Alp cow herding is a fairly traditional business (in terms of technology) But: Young farmers are open to new and innovative concepts Market pressure, if government direct payments will decline A situation for an entrepreneur Starting Point: Cowbells GPS tracking: A new technology can substitute an old one But: The new technology is not for free! A business model has to be found, which benefits the farmers in a way that the cost of purchase of the new technology is lower than the possible gains from it.

Alp cow herding is a fairly traditional business (in terms of technology)

But:

Young farmers are open to new and innovative concepts

Market pressure, if government direct payments will decline

A situation for an entrepreneur

Starting Point: Cowbells

GPS tracking: A new technology can substitute an old one

But:

The new technology is not for free!

A business model has to be found, which benefits the farmers in a way that the cost of purchase of the new technology is lower than the possible gains from it.

Technology Selection Present technologies on the herding market: Milking machines, elecrical fences, cowbells Substitution: GPS tracking of cows substitute cowbells Improvement: Virtual fences, RTI cow milking Positioning: GPS | Galileo Transmitting: GPRS | UMTS | WIFI (the networked farm) RTI milking: IDChip | BioChips present key future key

Present technologies on the herding market:

Milking machines, elecrical fences, cowbells

Substitution: GPS tracking of cows substitute cowbells

Improvement: Virtual fences, RTI cow milking

Positioning: GPS | Galileo

Transmitting: GPRS | UMTS | WIFI (the networked farm)

RTI milking: IDChip | BioChips

A GPS Tracking Infrastructure Cow Mobile Operator Farmer GPS BT GPRS feed Data transfer / mapping WWW Full Web Access to Personal Account (ASP)

Real-Time Indication of Cow Milking I Technological Background The first milking machine introduced in 1860 in the USA facilitated to cope with the hard work of milking cows. Later versions: cow udder damage avoidance timing function etc Idea: ID Chip implemented into cow collar possible to track a cow’s data and behaviour

Technological Background

The first milking machine introduced in 1860 in the USA facilitated to cope with the hard work of milking cows.

Later versions:

cow udder damage avoidance

timing function

etc

Idea: ID Chip

implemented into cow collar

possible to track a cow’s data and behaviour

Real-Time Indication of Cow Milking II

The Business Model New Venture HERDTECH has to be founded „ A integrated provider of cow herding information solutions“ Partnership Management: Mobile operator + HW partner 2 channels to the market: Direct sales of the tracking/RTI milking HW to farmers. ~150CHF per collar Sales of tracking/RTI milking data to farmers and dairy companies. Web ASP, monthly subscribing fees (varies). For data sales: Revenue sharing model with mobile operator

New Venture HERDTECH has to be founded

„ A integrated provider of cow herding information solutions“

Partnership Management: Mobile operator + HW partner

2 channels to the market:

Direct sales of the tracking/RTI milking HW to farmers. ~150CHF per collar

Sales of tracking/RTI milking data to farmers and dairy companies. Web ASP, monthly subscribing fees (varies).

For data sales: Revenue sharing model with mobile operator

QWetten.com Technologies: Internet Site and Infrastructure, Databases (Where GPS- and Milk- Data is fed into) Business Model Joint Venture between HERDTECH, Swiss Dairy Association, Mobile Operator Revenue by: Bets Advertisements Links to other websites (Sponsoring) Revenue will be distributed: Between the joint venture And the farmers subscribing to the platform

Technologies:

Internet Site and Infrastructure,

Databases (Where GPS- and Milk- Data is fed into)

Business Model

Joint Venture between HERDTECH, Swiss Dairy Association, Mobile Operator

Revenue by:

Bets

Advertisements

Links to other websites (Sponsoring)

Revenue will be distributed:

Between the joint venture

And the farmers subscribing to the platform