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Business Model Canvas: A new outlook towards agribusiness
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Saturday, 07 March, 2015, 08 : 00 AM [IST]
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Mukund Deshpande
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fiogf49gjkf0d Being at the bottom of the pyramid for agribusiness, generations after generations, a farmer manages his business based on somebody else’s decision. Be it selection of crop, fertiliser, pesticide or the right time to sale the produce, the right trader, the form and packaging of farm product, he has to take decisions based on information disseminated by marketing campaigns, opinions based on the experience of some other farmer who has different quality of soil and different conditions regarding availability of water and skills in processes like germination of seeds and so on.
Lack of knowledge
In reality, one end of our agribusiness supply chain is suffering from lack of information, lack of management skills to identify and solve correct problems, and the creator of resources who do not have control over their creation. Meanwhile, we have efficient logistics management corporates, processed food manufacturers, exporters and so on having control over their resources. Though this cannot be generalised, but one thing is for sure, if you know the problem, and the dynamics then you can solve the problem. With real-time dynamics in view, one can know the exact problem.
Advantage of Business Model Canvas
Supply chain handholding
The Business Model Canvas comes in handy, which can be used by farmers with regard to all corporations and stakeholders, making the industry take control of its resources. The most important advantage is the fact that this Canvas lays emphasis on developing partners and associates and allows to take cognisance of a customer, every time one views it.
Informed decision-making
The second major advantage is one can evaluate selection of one’s focus areas while making conclusions in one’s Canvas. A business model for plantation of medicinal plant will make one think about selection of duration of harvesting the produce, when one will arrive at a revenue stream. So, cultivation of short-term, mid-term and long-term medicinal plants in optimum proportion will be farmers’ own and wise decision.
While many industrial players are still facing challenges from unorganised players as well as those who are still searching for channels to reach out to high paying customers or where the business is more profitable in terms of process, many have established channels to reach their optimum goal. It may be Re 1 from 100 customers or Rs 100 from 1 customer, one needs to seek strength and weakness embedded in both the channels. The Canvas gives you freedom to establish and try out such channels.
Control over the resources
All the cooperative movements and revolutions in the past have witnessed strength coming from lending control on resources to the creator. With the application of Business Model Canvas from farm land to consumer, it will be complete understanding and control of the business as is. Many doubts regarding dependency over nature will play their role but with optimum use of available resources any individual or organisation can make a significant change in their being.
(The author is CEO, Mettle Innovations)
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