AGENDA:
- Lay the basis for how we will organize and message the different products
- Identify the End Goal (i.e. increase adoption of AgGateway standards)
- Identify the Core Value Proposition
- Who is the core customer of our brand?
- Review the different types of brand architecture available
- Identify external factors
- AgGateway brand strategy?
- Is there co-branding with standards organizations? Will there be conflicts with these existing brands?
- Develop Strategic Messaging Points
PRESENT 5/11/16: R. Andres Ferreyra (Unlicensed), Jeremy W Wilson, Dan Berne (Unlicensed), Shannon Haringx (Unlicensed)
DISCUSSION:
- 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. products 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:
- 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;
- 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: