The document describes the development of an idea for an online platform called Agroland that connects landlords, farmers, and those interested in farming. The founders conducted interviews and surveys that found farmers need help expanding their markets, innovating, accessing information, and finding workers and suppliers. Based on the feedback, the founders plan to add features like cloud services, ERP tools, product information, and land listings to the platform. They analyze the market opportunity in Portugal and Brazil, estimating they could generate millions in revenue by gaining users equal to 10-30% of the countries' agricultural workforces. The document concludes this project represents a viable go-to-market opportunity.

1. Agroland
Plataform for Land and Forrest Resources
and Services
IdeasLab // Technology Entrepreneurship 2012
Oportunity Analysis Project - OAP

2. » Initial Idea
Agroland
Putting landlords, farmers and wanna be farmers in
contact, matching each other needs. Starting with the
Portuguese market and then expanding to other markets
with strong agricultural tradition, economy and
background.
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3. » Previous Business Model
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4. » Testing the idea
Face-to-face interviews
• We did 5 interviews with farmers to get to know their
actual needs
• One of them was a food engineer with a master on
Agricultural Entrepreneurship
Online Survey
• We got 86 responses to our online survey (portuguese
version)
• https://docs.google.com/spreadsheet/viewform?formkey=dEc0U3VaMWRJQl9Wb3hzR
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5. » Testing the idea
Main conclusions – Face to face interviews
• Farmers need to expand their market and don’t know how
• Farmers want to innovate and don’t have support
• Farmers need management knowledge
• Farmers are open to pay for services
• Farmers have problems in finding new clients and suppliers
• Farmers have problems in finding information's of diseases
• Farmers need some alternatives to their products and
production
• Farmers have problems in finding workers
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6. » Testing the idea
Main conclusions – Online surveys
• 56% were interested in a platform dedicated to agriculture
• Platform Services they would like to have:
• 78% - Buying agricultural products
• 65% - Sell their production online
• 48% - Opportunities to sell land and Opportunities for financing
• 39% - Job opportunities and Consulting services
• 33% - Opportunities to rent their land
• 2% - Others
People could select more than one checkbox so percentages add up to more than 100%
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7. » Testing the idea
Main conclusions – Online surveys
• Suggestions made:
• They would like to have access to the market value of agricultural
commodities
• An Online shop so city citizens can have access to good and trustful
biological products
• Uses for agricultural or land garbage
• People want a free access site but are willing to pay for some
type of services, if it brings value to their business
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8. » Changes to the idea
Based on the feedback we received
We need to add to our features:
•Freemium App and Cloud Services;
•ERP cloud features (cost analysis and control, optimization of
production);
•Suggestions for recycling and use of land and agricultural
garbage;
•Presentation of new products and new production methods;
•Presentation of commodities’ pricing.
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9. » Changes to the idea
New Business Canvas Model
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10. » Market opportunity - Portugal
Agricultural Labour
Agricultural Labour 367.393
367.393 +8% (2009/2007)
+8% (2009/2007)
Force*
Force*
Agricultural Land**
Agricultural Land** 305.266
305.266 +11% (2009/2007)
+11% (2009/2007)
• Assuming we can reach on the first year 10% of the
labour force as users, paying a minimum of 10€ per
year, we can have approximately 370K € of revenue
• Assuming we can reach 30% on the second year, we
would get approximately 1.1M € of revenue
*Number of people, for Portugal, 2009
** Number of lands, for portugal, 2009
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11. » Market expansion - Brazil
Agricultural Labour
Agricultural Labour 16.414.728
16.414.728 +8% (2006/1995)
+8% (2006/1995)
Force*
Force*
Agricultural Land**
Agricultural Land** 5.204.130
5.204.130 +7% (2006/1995)
+7% (2006/1995)
• Assuming we can reach on the first year 10% of the
labour force as users, paying 10€ per year, we can
have a revenue of approximately 16.5M €
• Assuming we can reach 30% on the second year
would get us a revenue of approximately 49M €
*Number of people, for Brazil, 2006
** Number of lands, for Brazil, 2006
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12. » Go to market opportunity
• Potential clients feel a need for this platform;
• Potential clients are willing to pay for different kinds
of services related to this platform;
• Potential clients are growing;
• Market value is interesting and growing;
• This is a Go to Market Opportunity.
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13. Thank you!
COURSE
Technology Entrepreneurship 2012
Assignment 5