open 2013: business strategies for agricultural technology commercialization
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Amy Copley, Curtis Eckard, Arianna DeReus, Khanjan Mehta, Humanitarian Engineering and Social Entrepreneurship(HESE)
Pennsylvania State University
Business Strategies for Agricultural Technology Commercialization
Saturday, March 23, 13
Presentation Roadmap
• Purpose of research• Food Value Chains• Challenges to Commercialization• Business Models: Levels 1 & 2• Typology of Business Strategies
Saturday, March 23, 13
Teaching Research Engagement
Certification: 12.5 credit ECE
Fall Semester• Reflection and Research Dissemination• Social Entrepreneurship
Spring Semester• Projects in Community Service Engineering•Design for Developing Communities
Publications• 35 Under Development• 17 Under Review• 42 Published
• Systems Thinking• IJSLE: HESE• Eplum Assessment• Social Networks, Trust• Indigenous Knowledge Systems and Sticky Info• Design Space Exploration
Ventures• Affordable Greenhouse Venture• Mashavu• Solar Dryer• Rainwater Harvesting Systems
Conference• Milking the Rhino: ISS• Kochia Chronicles• AcademIK Connections• *K-12(Center forScience in the Schools)
INTRO: HESE @ Penn State
Saturday, March 23, 13
Food Security
Urbanization, Desertification, Pop. Growth, Price Volatility, Variable Demand
Saturday, March 23, 13
Food Value Chains
• Solar Heater• Tarpaulin• Solar Dryer• Grain Mill• Pedal Thresher
• Metal Silo• Plastic Barrel• Super Bag• Hermetically Sealed Bags
• Radio trade board for agricultural commodities
• Jiko Stove• Solar Cooker
• Gum Arabic Coating• Wax Coating
Marketing Distribution Consumption
• Greenhouses• Drip Irrigation• Treadle Pump• Sand Dam• Rainwater Harvesting
Agricultural Production Processing Storage
Saturday, March 23, 13
Food Value Chains
• Solar Heater• Tarpaulin• Solar Dryer• Grain Mill• Pedal Thresher
• Metal Silo• Plastic Barrel• Super Bag• Hermetically Sealed Bags
• Radio trade board for agricultural commodities
• Jiko Stove• Solar Cooker
• Gum Arabic Coating• Wax Coating
Marketing Distribution Consumption
Agricultural Production Processing Storage
Saturday, March 23, 13
Food Value Chains
• Metal Silo• Plastic Barrel• Super Bag• Hermetically Sealed Bags
• Radio trade board for agricultural commodities
• Jiko Stove• Solar Cooker
• Gum Arabic Coating• Wax Coating
Marketing Distribution Consumption
Agricultural Production Processing Storage
Saturday, March 23, 13
Food Value Chains
• Radio trade board for agricultural commodities
• Jiko Stove• Solar Cooker
• Gum Arabic Coating• Wax Coating
Marketing Distribution Consumption
Agricultural Production Processing Storage
Saturday, March 23, 13
Food Value Chains
• Jiko Stove• Solar Cooker
• Gum Arabic Coating• Wax Coating
Marketing Distribution Consumption
Agricultural Production Processing Storage
Saturday, March 23, 13
Food Value Chains
• Jiko Stove• Solar Cooker
Marketing Distribution Consumption
Agricultural Production Processing Storage
Saturday, March 23, 13
Food Value Chains
Marketing Distribution Consumption
Agricultural Production Processing Storage
Saturday, March 23, 13
Barriers to Technology CommercializationAbiotic Stressors
Manufacturer Risk Taker Customers Diverse Stakeholders
Product Characteristics
Characteristics• Complexity• Durability• Mobility• Popularity• Contextual Appropriateness
Product Marketing
Product Scaling
Product Supply Chain Resiliency
Trust and Social Capital
Supply Chain Resiliency of Goods
Product Marketing
Product Scaling
Access to Capital
Collective Ownership
Trust and Social Capital Supply Chain Resiliency of Goods
Trust and Social Capital
Rural-Urban Migration
Environmental Impact
Saturday, March 23, 13
Business Models for Technology Commercialization
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Win-Win PartnershipsSaturday, March 23, 13
Guide to Typology
ManufacturerAgricultural
Venture
Co-op
Farmer
Consumer
Product
Consumer Consumer
ConsumerMarketingAgency
FinancingAgency
Partner Company
Vocational School
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Agricultural Venture Model1
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Informal Group Model2
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Cooperative Model
Goods
Goods
Goods
3
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Rental Agency Model4
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Marketing Agency Model5
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Financing Agency Model6
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Educational/Vocational Institution7
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Distribution Network Centric Model8
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Localized Manufacturing Facilities9
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Partnership with Franchise10
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Hybrid Model Example11
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“Agricultural Technology Commercialization: Stakeholders, Business Models and Abiotic Stressors”
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