The main objectives of the development area “Economy” (CG Prof. Dr. Stefanie Bröring) are (1) the evaluation and mapping of the technology landscape of microgels and anchor peptides used for plant health, (2) the deduction of market entry options and technology transfer mechanisms, and (3) the overall evaluation of the technology transfer potential of the greenRelease technology.
Achieving objective one: In close collaboration with all project partners, we identified different application fields as well as possible industry partners for a successful technology transfer of the greenRelease technology. Therefore, we conducted several patent analyses yielding to the conclusion that the greenRelease technology seems to be a unique technology for plant health. Further, our analyses reveal several application fields of the greenRelease technology, such as plant protection, leaf fertilization, biofortification, plant growth promotion, and plant product conservation.
Achieving objective two: By developing a business plan, we derived and evaluated several market entry options and technology transfer mechanisms for the greenRelease technology. For generating the data and gathering the necessary information, we conducted several face-to-face expert interviews with farmers, two business model workshops with our project partners, and a structured user survey with 150 potential users of the greenRelease technology. Further, we developed customer journey maps for the cultivation of different crops to identify farmer specific pain points, which show at what point during a season a farmer is facing certain challenges related to the cultivation of a specific crop. In addition, the customer journey maps highlight specific touch points, which show at what time during a season a farmer might get in touch with the greenRelease technology or is willing to collect information about new developments in the field of plant health. Building on the specific pain and touch points, we highlighted the benefits of the technology and showed how greenRelease can relieve certain pain points and support farmers in their daily business. In order to better anticipate the market potential of the greenRelease technology, we discussed the benefits of the greenRelease technology with industry partners from our technology transfer advisory board as well as with additional actors along the value chain, such as agricultural suppliers. Within the business plan, we highlight the business idea, the target customer group as well as the results of the user survey and business model workshops (see Figure 1). In addition, we analyzed the market potential, possible competitors and partners, financing options, as well as possible implementation plans.
Furthermore, we submitted the business plan to the 2019 Bio-Security business plan competition “Biogründer-Wettbewerb”. By winning the business plan competition (see Fig. 2) and convincing several jury members from different industries as well as politics, we confirmed the high transfer potential of the greenRelease technology.
Achieving objective three: Based on an internal workshop with our project partners, we highlighted and derived several greenRelease specific factors for technology evaluation, measures for a successful technology transfer, as well as evaluation criteria of sustainability-oriented start-ups. Further, we invited participants from the 2019 Farm&Food 4.0 conference to a discussion at a round table. Here, representatives of different industries, farmers as well as press representatives jointly discussed the benefits and potential constraints of the greenRelease technology. As a result of our activities and discussions with farmers, agricultural suppliers and industrial experts, the interest in the greenRelease technology increased and we convinced new companies to become a member of our technology transfer advisory board. Currently, we evaluate the transfer potential of the greenRelease technology with these members to combine both internal and external perspectives of a successful technology transfer.
Prof. S. Bröring
Dr. Michael Wustmans
ILR – Technology and Innovation Management in Agribusiness
Universität Bonn
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