open 2013: business strategies for agricultural technology commercialization

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

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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

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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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