1. Business Strategies for
Agricultural Technology Commercialization
Amy Copley, Curtis Eckard, Arianna DeReus, Khanjan Mehta,
Humanitarian Engineering and Social Entrepreneurship(HESE)
Pennsylvania State University
Saturday, March 23, 13

2. Presentation Roadmap
• Purpose of research
• Food Value Chains
• Challenges to Commercialization
• Business Models: Levels 1 & 2
• Typology of Business Strategies
Saturday, March 23, 13

3. INTRO: HESE @ Penn State
Teaching Research Engagement
Certification: 12.5 credit ECE Publications Ventures
• 35 Under Development • Affordable Greenhouse Venture
Fall Semester • 17 Under Review • Mashavu
• Reflection and Research • 42 Published • Solar Dryer
Dissemination • Rainwater Harvesting Systems
• Social Entrepreneurship • Systems Thinking
• IJSLE: HESE Conference
Spring Semester • Eplum Assessment • Milking the Rhino: ISS
• Projects in Community Service • Social Networks, Trust • Kochia Chronicles
Engineering • Indigenous Knowledge • AcademIK Connections
•Design for Developing Systems and Sticky Info • *K-12(Center for
Communities • Design Space Exploration Science in the Schools)
Saturday, March 23, 13

4. Food Security
Urbanization, Desertification, Pop. Growth, Price Volatility, Variable Demand
Saturday, March 23, 13

5. Food Value Chains
Agricultural Production Processing Storage
• Greenhouses • Solar Heater • Metal Silo
• Drip Irrigation • Tarpaulin • Plastic Barrel
• Treadle Pump • Solar Dryer • Super Bag
• Sand Dam • Grain Mill • Hermetically Sealed Bags
• Rainwater Harvesting • Pedal Thresher
Marketing Distribution Consumption
• Radio trade board for • Gum Arabic Coating • Jiko Stove
agricultural commodities • Wax Coating • Solar Cooker
Saturday, March 23, 13

6. Food Value Chains
Agricultural Production Processing Storage
• Solar Heater • Metal Silo
• Tarpaulin • Plastic Barrel
• Solar Dryer • Super Bag
• Grain Mill • Hermetically Sealed Bags
• Pedal Thresher
Marketing Distribution Consumption
• Radio trade board for • Gum Arabic Coating • Jiko Stove
agricultural commodities • Wax Coating • Solar Cooker
Saturday, March 23, 13

7. Food Value Chains
Agricultural Production Processing Storage
• Metal Silo
• Plastic Barrel
• Super Bag
• Hermetically Sealed Bags
Marketing Distribution Consumption
• Radio trade board for • Gum Arabic Coating • Jiko Stove
agricultural commodities • Wax Coating • Solar Cooker
Saturday, March 23, 13

8. Food Value Chains
Agricultural Production Processing Storage
Marketing Distribution Consumption
• Radio trade board for • Gum Arabic Coating • Jiko Stove
agricultural commodities • Wax Coating • Solar Cooker
Saturday, March 23, 13

9. Food Value Chains
Agricultural Production Processing Storage
Marketing Distribution Consumption
• Gum Arabic Coating • Jiko Stove
• Wax Coating • Solar Cooker
Saturday, March 23, 13

10. Food Value Chains
Agricultural Production Processing Storage
Marketing Distribution Consumption
• Jiko Stove
• Solar Cooker
Saturday, March 23, 13

11. Food Value Chains
Agricultural Production Processing Storage
Marketing Distribution Consumption
Saturday, March 23, 13

12. Barriers to Technology Commercialization
Abiotic Stressors
Diverse
Manufacturer Risk Taker Customers
Stakeholders
Product Characteristics Trust and Social Access to Capital Trust and Social Capital
Capital
Characteristics Collective Ownership Rural-Urban Migration
• Complexity Supply Chain
• Durability Resiliency of Goods Trust and Social Capital Environmental Impact
• Mobility
• Popularity Product Marketing Supply Chain Resiliency of
• Contextual Goods
Appropriateness Product Scaling
Product Marketing
Product Scaling
Product Supply
Chain Resiliency
Saturday, March 23, 13

13. Business Models for Technology
Commercialization
Saturday, March 23, 13

14. Win-Win Partnerships
Saturday, March 23, 13

15. Guide to Typology
Agricultural
Manufacturer Venture Farmer
Marketing
Consumer Consumer
Vocational School
Agency
Product
Financing
Agency
Consumer Consumer Partner
Co-op
Company
Saturday, March 23, 13

16. 1 Agricultural Venture Model
Saturday, March 23, 13

17. 2
Informal Group Model
Saturday, March 23, 13

18. 3 Cooperative Model
G oods
Goods
Goo
ds
Saturday, March 23, 13

19. 4
Rental Agency Model
Saturday, March 23, 13

20. 5
Marketing Agency Model
Saturday, March 23, 13

21. 6
Financing Agency Model
Saturday, March 23, 13

22. 7
Educational/Vocational Institution
Saturday, March 23, 13

23. 8
Distribution Network Centric Model
Saturday, March 23, 13

24. 9 Localized Manufacturing Facilities
Saturday, March 23, 13

25. 10
Partnership with Franchise
Saturday, March 23, 13

26. 11 Hybrid Model Example
Saturday, March 23, 13

27. “Agricultural Technology Commercialization:
Stakeholders, Business Models and Abiotic Stressors”
Saturday, March 23, 13