...
- Everyone agrees to abide by AgGateway antitrust guidelines.
- Emotions, risk, fear - what we are doing here is protecting companies that have adopted from the pain of making multiple point to point integrations. Talk once to everybody rather than having to integrate with each partner.
- Benefit = Scalability
- Why is it beneficial to adopt the AgGateway logo, standards, create a plug-in for ADAPT?
- Farms are businesses. AGIIS, ADAPT, some of the other councils tend to be the B2B side, while SPADE tends to be more of a consumer oriented brand.
- We need to show to the businesses the value to the end user of working with us.
- We have a combination of people we need to address. How do we bring a unified brand to all of them?
- We tend to lump growers all together. We haven't done a good job of identifying different behavior groups. Probably 5-6 segments exist. There is more work to be done there.
- Brand extensions - just because you have something new doesn't mean it should be an extensions. SPADE, PAIL, etc. are projects and should not be viewed as brand extensions.
- Makers of software vs. machines vs. inputs should be divided as target audiences
- 4 potential target categories:
- AgGateway Member Companies
- Non-AgGateway Companies
- Growers
- Ag Industry Consultants and Influencers
- Brand Positioning:
- For the customer (who has this problem) + Frame of Reference (AgGateway standards are:) + Proof Points (and provide:)
- What problem does this solve for me? What is it? How does it help?
- PAC members (Equipment Manufacturers):
- Problem: Data Interoperability/ability to share information resulting in excess development resources (time, people, money) inhibits scalability. Hard to keep up with changes. Difficulty understanding cooperation is acceptable and doesn't impede profitability → working in a collaborative space.
- Frame of Reference (for those problems, AgGateway is): a safe haven for collaboration that provides a way to more efficiently support their customers' business processes; a larger, integrated view of the market and ecosystem; a way to connect with other companies
- Proof Points: standardized terminology/vocabulary, data formats & documents; a voice at the table, regardless of size; clear set of rules of engagement (guidelines/governance); reduced time through point to point scalability; improved products and services; reduced human intervention to share information
- PAC Members (Input Manufacturers):
- Problem: lacking reference data or getting it from multiple different sources;
- Frame of Reference: same as equipment manufacturers; a way for their customers to use their products better
- Proof Points: Reference data; enable better data continuity through the supply chain; ability to provide accurate and timely product documentation; increase chances that products are used according to... see other benefits in Reference Data API flyer (http://s3.amazonaws.com/aggateway_public/AgGatewayWeb/About%20Us/API%20Flyer_72415.pdf).
- PAC Members (Software & Service providers):
- Problem: Lack of data interoperability - higher costs, more resources
- Frame of Reference: same as other PAC members
- Proof Points: Reduce human intervention to produce production reports; common terminology
- Growers:
- Ideal Targets are: Early Adopters (customer type) / Corporate Farms (market niche) --- Next Targets are: Early Pragmatists / Smaller Farms
- Problem: Process large amounts of data and turning it into actionable information; meet reporting requirements; have data that is easy enough to use by less-skilled labor force
- Frame of Reference: work with companies that participate in AgGateway/move through member companies; guarantee of improved interoperability; help them be more productive & efficient;
- Proof Points: number of companies connected via AgGateway; ability to use mixed fleet; ability to leverage data; ability to collect, organize and consolidate field data; reduced human intervention to facilitate necessary reporting; reduced labor in redundant data entry;
- Brand Architecture:
- Monolithic Brand (aka Branded House) - i.e. BMW
- Free Standing Brands (aka House of Brands) - i.e. Syngenta, Monsanto
- Endorsed Brand - i.e. Apple iPhone
- Ingredient Brand - i.e. Intel Inside
- Is AgGateway an Endorser brand? i.e. AgGateway ADAPT?
- Potential AgGateway Brand Architecture:
- Master Brand = AgGateway
- Ingredient Brand = Enabled by AgGateway eAgriculture Resources
- Branded Platforms = AGIIS, ADAPT, AIDC (these should be officially trademarked by AgGateway)
- Trademarked Elements = Core Documents
- Recommendation: use "ADAPT Data Model" instead of just ADAPT
...