E245 autonomow week6
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The document discusses Autonomow's channel strategy based on interviews with dealers/distributors and mentors. It recommends initially using dealers and distributors while the product is complex, then shifting to direct service as the technology matures. Dealers expect personal service and relationships are important. The document also provides a cost analysis of the initial channel phase and outlines a growth path for Autonomow through technological progress.
E245 autonomow week6
- 1. defining our channelTeam AutonomowENGR-245 – Week 6 Presentation
- 2. The Week in Review
- 4. Key Channel InsightsFrom The Dealer/Distributer InterviewsDemonstration is necessary – “build it and they will come”Farmers expect personal and timely service/support. Relationships and trust are importantDealers have exclusive non-competes with manufacturers – but not a problem for AutonomowTHEREFORE … use Dealers and DistributersFrom Our MentorsThe Autonomow channel is inextricably linked with equipment/technological maturity
- 5. Another pivot … This time the ChannelInitial product will be complexBeyond traditional tractor operator experienceNeed feedback for algorithm training and product refinementHigh-touch service to ensure good customer experience, gain credibility and market shareDirect ServiceDealers
- 6. Growth for Organic FarmsTechnology Matures
- 7. Cost of the Channel – Phase IYearly Revenue per unit $180K Rental: $1,500/day ASP (List $1,600) Productivity assumed 10 ac/day @ $200 saving/ac Expected utilization: 120 days per year (46% of weekdays)30 weeks per year, 4 days per week Yearly Costs per unit ($57K) Equipment Expense: $15K (5-year amortized)1/4 trainer/operator: $20K 1/4 Transport/Maintenance: $10K 1/4 Overhead: $12K ListPriceRevenueCost of Goods(32%)Profit + SG&A + R&D(68%)EU DiscountsEnd Consumer Source: Mark Leslie, Stanford GSB / Jon Feiber
- 8. The Business Plan Canvas UpdatedTechnology Design
- 9. Marketing
- 10. Demo and customer feedback
- 12. Demo, demo, and demo!!
- 14. Organic Farmers
- 17. Cost Reduction
- 18. Remove labor force pains
- 20. Research Labs
- 24. IP – Patents
- 27. Dealers
- 28. Direct Service
- 29. Indirect Service
- 30. … then Dealers
- 31. Asset Sale
- 32. Direct Service with equipment rental
- 33. … then Asset SaleValue-Driven
- 34. Growth Path For Autonomow
- 35. What’s Next?Technological Proof of ConceptFocus on weed identification – harder than elimination?
- 36. Backup Slides