Introduction

DeHaat™ is a rapidly expanding start-up in the Agri-Tech sector, distinguished by its comprehensive end-to-end solutions and services for the farming community in India. Currently, we operate in 12 agrarian states, leveraging a robust network of over 11,000 DeHaat Centers and 503 Farmer Producer Organizations (FPOs), reaching more than 1.8 million farmers. Our personalized crop advisory services cover more than 30 crops, delivered in regional languages to cater to local needs.

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Founded by alumni from prestigious institutions such as IIT Delhi, IIT Kharagpur, and IIM Ahmedabad, DeHaat is a fully funded start-up experiencing exceptional growth. Over the past 12 years, our grassroots impact has been extraordinary, earning accolades from NASSCOM, Forbes, the Economic Times, Niti Aayog, and the Bill & Melinda Gates Foundation, among others.

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Let's explore how our product empowers farmers through the 5 A's:

1) Access to Profitable Markets: We connect farmers directly with institutional buyers, enabling them to sell their produce at better prices and significantly boosting their income.

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2) Access to Actionable Advisory: Our team of expert agronomists provides tailored advice and recommendations on essential farming practices, helping farmers optimize their crop production.

3) Access to Formal Credit: We offer straightforward financing options, allowing farmers to easily purchase necessary farm equipment and adopt more efficient farming practices for improved yields.

4) Access to Affordable Insurance: Our innovative "Satellite-based parametric weather insurance" program offers farmers reliable protection against adverse weather conditions, ensuring financial stability.

5) Access to Quality Input: We provide fast home or field delivery of high-quality agricultural input products, ensuring farmers have timely access to the best resources for their farming needs.

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Ideal Customer Profile For DeHaat Kisan : Farming Guide Application

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Designing Acquisition Channel

Job to be done (JTBD)

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 ACQUISITION CHANNEL

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1) Content Loop Strategy

Introduction:

DeHaat Kisan, a farming guide application, leverages a robust content loop strategy to engage users and disseminate valuable agricultural information. This strategy revolves around three core pillars: The Hook, The Creator, and The Distributor.

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Purpose: Provide valuable and timely information that attracts users to the platform.

The Hook: What Draws Users In?

DeHaat Kisan understands that farmers crave information that directly impacts their livelihoods. The application strategically targets the following content categories to capture user attention:

• Government Schemes: In-depth explanations of new and existing government initiatives that benefit farmers financially and through resource availability.

• Agri News: Timely updates on agricultural news and developments relevant to the agriculture sector.

• Crop Disease Management: Informative content on identifying, preventing, and resolving crop-related diseases.

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The Creator: Who Makes the Content?

DeHaat organization's In-house Agri experts are the primary sorce of content creation across the platform.

A dedicated team within the organization curates content on various agricultural topics, ensuring accuracy and credibility.

The Distributor

Content Distribution Channels:

• Users: For us it's mostly one-to-one sharing where farmers and other app users share content with their peers through WhatsApp.

• Organization: Utilizes various channels like push notifications, WhatsApp messages to distribute content widely.

User Access to Content

• Dedicated Real Estate: A well-organized section within the app where all content is posted.

• Search and Filter Options: Users can access content based on crop type, content category (e.g., government schemes, krishi gyan, pashu gyan), and tags.

• Content Formats:

• Blog Posts: Users can read or listen to detailed articles.

• Videos: Visual content for easy understanding of complex topics.

Content Users Are Likely to Share

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High-Interest Topics:

• Government Schemes: In-depth details about new agricultural schemes.

• Mandi Prices: Real-time updates on market prices for crops.

• Weather Alerts and Forecasts: Timely and accurate weather information.

• Crop Disease Solutions: Practical advice and solutions for managing crop health.

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Desired Content Loop

Engagement Cycle:

• Content Consumption: Users find valuable content on the app.

• User Satisfaction: The content is useful and insightful, leading to user satisfaction.

• Content Sharing: Satisfied users share content with fellow farmers.

• Repeat Visits: Shared content attracts new users and encourages existing users to return for more.

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Outcome: A self-sustaining content loop where high-quality, relevant content leads to increased user engagement and organic growth through user sharing.

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2) Paid Advertising

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Two main factors to consider before staring:

1) Engagement-Centric Platform: Our platform focuses primarily on engagement rather than commerce. While we have begun integrating commerce features in select areas, full expansion is planned for the near future.

2)Seasonal Usage: Our app experiences high engagement during the Kharif and Rabi seasons when farmers actively need our services. However, during the off-season, usage tends to stagnate as the demand for our offerings decreases.

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ICP For Acquisition

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ICP Prioritization

Our platform is more inclind towards being an engagement platform as of now rather than fully commercial one and we have realised time and again by reviewing the data point and talking to users that users lying in ICP is more likely to use our product and will retain for a longer period of time.

Although, their decision making is not as powerful as ICP-2 when it comes to commerce section but they do have a strong influence on the decision making of it and it's increase proportionally with time.

So, we are going ahead with ICP 1 which is Satish.

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Choosing right channel

We have selected Meta ad mainly because of these reasons:

1) Low CAC

2) ICP users spend a decent amount of time.

3) Easy to scale and descale

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Marketing Pitch For ICP 1

1) चुटकी में सुलझाएं फसलों की समस्या

ऐप पर शॉर्ट वीडियो देख कर पाएं फसल संबंधी समस्या का सटीक समाधान।

वीडियो देखें।

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2) सरकारी कृषि योजना सिर्फ आपके लिए! 😍

योजनाओं की पूरी डिटेल किसान योजना में देखे और लाभ उठाएं। 📲

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3) गेहूं में खरपतवार नियंत्रण कर 30% तक उपज बढ़ाएं 🌾🌾

खरपतवार नियंत्रण कैसे करें जानने के लिए अभी क्लिक करें

Marketing Pitch For ICP 2

1) पैसे की समस्या से हैं परेशान

तो अब चिंता न करें श्रीमान, देहात के क्रेडिट सुविधा का आज ही लाभ उठायें

अधिक जानकारी के लिए अभी क्लिक करें

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2) मौसम की मार से अब न हो परेशान

देहात इन्शुरन्स का लाभ उठायें और मौसम की मार को बोले Bye - Bye

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3) खेती की समस्या से हैं परेशान ???

तो अभी वीडियो काल पर पाएं कृषि विशेषज्ञ से समाधान      

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2) Product Integration

1. Comparison
   Considering our unique offering, we have shortlisted a few applications that DeHaat can possibly integrate with to better serve our customers and onboard new users quickly without spending much.

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According to the provisional results of the latest Agriculture Census 2015-16, the average land holding of Indian farmers is 1.08 hectares, indicating that most farmers in India are marginal farmers. Agriculture is a fragile market, and farmers prioritize products with high trustworthiness.

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It is often said that farmers stick to traditional farming methods and avoid experimenting with new techniques. This is largely true and can be understood from the farmer's perspective. A farmer's livelihood and that of their family depend entirely on the success of their crops. If something goes wrong, such as crop failure or reduced produce quality, it severely impacts their financial and emotional well-being. Therefore, farmers are cautious about which seeds to sow, and which crop nutrition and protection products to use, preferring those with proven reliability to avoid risks.

So, for production integration in our case hinges alot on its trustworthiness among farmers.

SBI Yono - ​

In the annual report of SBI 2023, the chairman of SBI Dinesh kumar khara has mentioned that the Bank is actively looking to partner with agri-techs and start-ups to cater to the financial needs across the agriculture value chain. And looking at the user base of farmers on SBI Yono and trustworthiness of farmers on SBI, it becomes one of the best product to do integration with.

Reason for Selecting SBI YONO

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* SBI is rendering many agri services such as YONO Khata, YONO Bachat, YONO Mitra and YONO Mandi to its farmer customers.

* In just one year since its launch, YONO Krishi has disbursed over 1.4 million agri gold loans and recorded more than 1.5 million clicks on YONO Mandi and YONO Mitra.

* YONO has achieved over 58 million downloads and boasts more than 26 million registered users. It has partnered with over 80 e-commerce players across more than 20 categories.

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