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PINEAPPLE EXPRESS


Peer learning & peer networking
for Sri Lankan pineapple farmers



Presented at RHoK
December 4, 2011
THE BRIEF
Background
• Pineapple farming is simple and lucrative.
• Myths and challenges around the crop in Sri
  Lanka.
• 3 ways to grow pineapples: starting with saplings
  is most common.
• A bad sapling yields a bad crop, with no way to
  tell until 2 years later at harvest.
• Pineapples as a product: types, size, quality, etc.
• Sri Lanka has Provinces/Districts/Cities
Farmers
• Farmers need a tool to reduce cost of
  acquisition and increase sales.
• Access to WAP/SMS, limited/infrequent web
  access.
• Incoming calls are free: cell phone services are
  among the cheapest in the world.
• Want ability to crowd source information &
  better sources/buyers.
Buyers & Administrators
• Have more access to the internet.
• Buyers willing to travel (or outsource) for top
  crops.
• Buyers resell pineapples (hotels, canneries,
  etc.) to customers
• Prices are negotiated per kg or per unit.
• Administrators like Helani need moderation &
  reporting tools.
OUR VISION
Why We Chose This Project
• Clear ask with clear goals
  – Save farmers 11% cost, increase sales, provide
    resources.
• Scalable & extensible
  – Tools can be repurposed for other agricultural
    products and other industries.
• Inspiring challenge
  – Give indebted farmers the ability to make smarter
    choices, promote themselves, and succeed!
Our Approach
• Priority 1: Drive sales for farmers
   – Other features for sapling purchase, ratings, buyer
     requests to come later.
   – Divide & conquer agile pairings for dev.
• Strong usability
   – Intuitive, simple interfaces.
• Design for the culture
   – Preference for warm, rich and lively earth tones.
• Source value-added content
   – Internet access may be limited, but good information
     spreads.
Our Challenges
• Older technology
• Limited exposure to WAP
  development in North America
• Lack of documentation
• Limited time & resources
Our Objective
Help farmers sell more crops at lower cost/aquisition!
OUR SOLUTION
Overview
B2B Marketplace connecting Farmers & Buyers
• Website
  –   Value-added information & content
  –   Data (Farmer Directory, daily market value/area, etc.)
  –   Promote the project
  –   Open Source CMS
  –   Easy to build on or replicate for other scenarios
• WAP in-field tools
  – Registration
  – Subscription
  – Listings
Functionality
Registration Process
• Simple: phone number, location, name
• Phone based WAP registration
• Auth via SMS: password is sent via text message
• Locations are pre-populated (choice-based)
Functionality
Posting Your Product
• Via WAP: phone number, password
• Information
  –   Quantity (units)
  –   Price (per unit)
  –   When (date when harvest available)
  –   Size (1-5)
  –   Quality (1-5)
  –   Returns a listing ID
Functionality
Buyers
• WAP interface for listing entries
• Location filters
• 5/page navigation - 2'000KB limit per WAP page
Implementation

• Wordpress plugin
• Multilingual support
• Large user base
• Easy to install and administer
• Complements the informative nature of the
  site
• 2 extra database tables
• bit.ly shortcuts for WAP
FUTURE OF PINEAPPLE EXPRESS
Getting to Market

• Complete the software
   – Wrap up the WAP
   – Finalize website (value-added features, content)
• Trial Release
   – Sample field release in Sri Lanka: target ENG users
   – Launch the WP Open Source Plug-in
• Full field release
   – Final bug fixes & translation in Sinhala rolled out
     together
Phase 2… and Beyond!

• Promote the PHP plug-in
  – Feature site for the tool
  – Beyond pineapples
  – Multi-sector repurposing:
     •   Real Estate
     •   Agriculture
     •   Consumer Advocacy
     •   Etc…
• Build recognition & dev community
  – Open source on bitbucket
  – Available on Wordpress
  – Writing simple and clean APIs for websites
CONCLUSION
That’s it, that’s all! Questions?

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Pineapple Express: Random Hacks of Kindness Montreal

  • 1. PINEAPPLE EXPRESS Peer learning & peer networking for Sri Lankan pineapple farmers Presented at RHoK December 4, 2011
  • 3. Background • Pineapple farming is simple and lucrative. • Myths and challenges around the crop in Sri Lanka. • 3 ways to grow pineapples: starting with saplings is most common. • A bad sapling yields a bad crop, with no way to tell until 2 years later at harvest. • Pineapples as a product: types, size, quality, etc. • Sri Lanka has Provinces/Districts/Cities
  • 4. Farmers • Farmers need a tool to reduce cost of acquisition and increase sales. • Access to WAP/SMS, limited/infrequent web access. • Incoming calls are free: cell phone services are among the cheapest in the world. • Want ability to crowd source information & better sources/buyers.
  • 5. Buyers & Administrators • Have more access to the internet. • Buyers willing to travel (or outsource) for top crops. • Buyers resell pineapples (hotels, canneries, etc.) to customers • Prices are negotiated per kg or per unit. • Administrators like Helani need moderation & reporting tools.
  • 7. Why We Chose This Project • Clear ask with clear goals – Save farmers 11% cost, increase sales, provide resources. • Scalable & extensible – Tools can be repurposed for other agricultural products and other industries. • Inspiring challenge – Give indebted farmers the ability to make smarter choices, promote themselves, and succeed!
  • 8. Our Approach • Priority 1: Drive sales for farmers – Other features for sapling purchase, ratings, buyer requests to come later. – Divide & conquer agile pairings for dev. • Strong usability – Intuitive, simple interfaces. • Design for the culture – Preference for warm, rich and lively earth tones. • Source value-added content – Internet access may be limited, but good information spreads.
  • 9. Our Challenges • Older technology • Limited exposure to WAP development in North America • Lack of documentation • Limited time & resources
  • 10. Our Objective Help farmers sell more crops at lower cost/aquisition!
  • 12. Overview B2B Marketplace connecting Farmers & Buyers • Website – Value-added information & content – Data (Farmer Directory, daily market value/area, etc.) – Promote the project – Open Source CMS – Easy to build on or replicate for other scenarios • WAP in-field tools – Registration – Subscription – Listings
  • 13. Functionality Registration Process • Simple: phone number, location, name • Phone based WAP registration • Auth via SMS: password is sent via text message • Locations are pre-populated (choice-based)
  • 14. Functionality Posting Your Product • Via WAP: phone number, password • Information – Quantity (units) – Price (per unit) – When (date when harvest available) – Size (1-5) – Quality (1-5) – Returns a listing ID
  • 15. Functionality Buyers • WAP interface for listing entries • Location filters • 5/page navigation - 2'000KB limit per WAP page
  • 16. Implementation • Wordpress plugin • Multilingual support • Large user base • Easy to install and administer • Complements the informative nature of the site • 2 extra database tables • bit.ly shortcuts for WAP
  • 18. Getting to Market • Complete the software – Wrap up the WAP – Finalize website (value-added features, content) • Trial Release – Sample field release in Sri Lanka: target ENG users – Launch the WP Open Source Plug-in • Full field release – Final bug fixes & translation in Sinhala rolled out together
  • 19. Phase 2… and Beyond! • Promote the PHP plug-in – Feature site for the tool – Beyond pineapples – Multi-sector repurposing: • Real Estate • Agriculture • Consumer Advocacy • Etc… • Build recognition & dev community – Open source on bitbucket – Available on Wordpress – Writing simple and clean APIs for websites
  • 21. That’s it, that’s all! Questions?