SoilCares – Agent model for agri extension services for rural farmers

Situation

SoilCares has developed technology that allows you to easily measure the soil quality of farmers. Normally, soil samples will need to be sent to a laboratory which is very time consuming, and can sometimes take months to get a response from the lab. 

The handheld device of SoilCares allows you to measure the soil quality on site. Since the handhelds require a high investment, direct sales to farmers is not viable. Hence, Soilcares, Proportion, and Vijana Reloaded teamed up, with the financial support of Rabobank to research and design a business model whereby youth can be trained and supported as agents in offering soil testing as a service to farmers.  

Assignment

Proportion was asked to lead the HCD process from research, ideation, prototyping up to piloting of agent model for agri extension services for farmers, that can be a self-employment opportunity for youth groups. 

Approach

• Context Mapping (January – March)
  • Desk research report on innovative agri services
  • Selection of Nakuru as pilot region
  • Field preparation
• Deep Dive Research (February – March)
  • Conduct qualitative field research with farmers, youth, and stakeholders
  • Soil testing demo day
  • Meet and co-creation sessions with other solution providers
• Design Business Model & Partnership Building (March-May)
  • Iterate business options
  • Short list of additional services or products
  • Partnership building with solution providers and government stakeholders
• Field Experiment (June-July)
  • Youth recruitment and training in Molo
  • Co-creation with youth
  • Validation with farmers
  • Decide to include spray service in Agri-Vijana
• Pilot Phase 1 – Improvement cycles (July – November)
  • Pilot launch at Nakuru Agricultural Fair
  • Youth recruitment and training of three groups
  • Active in awareness creation to farmers
  • Build collaboration with cooperatives
  • First sales of soil testing and spray services
  • Ongoing iterations in services offered, marketing, sales, and operation model
• Pilot Phase 2 – Roll Out (December – February)
  • Pilot a developed business & service model
  • Pilot with 5 Agri-Vijana youth groups
  • Focus on sales of soil testing and spray services
• Evaluation (January – March)
  • Evaluate pilot results
  • Improvement
  • Conclude business case
  • Final reporting ​​

Results

We identified a step-by-step journey of a potato farmer, including the challenges per phase. This was used to co-create opportunities for business activities for the youth based on the challenges in different seasons.

This resulted in a portfolio of services that youth agents offer in order to diversify their revenue streams while giving year-round support to farmers.  

This project was commissioned by SoilCares Kenya and performed by Lisanne, a member of the Proportion Global community. If you’ve enjoyed reading this case and want to dive deeper, we’d love to hear from you and we will connect you with relevant designers like Lisanne, who worked on this project Contact Us