Does growth hacking apply to farming? Can farming actually implement growth methodology and active experimentation framework?
Growth hacking is a recent focus in the marketing field, whose objective is to maximize company growth. This methodology achieves so by quickly testing ideas that can improve the customer experience before investing a lot of resources. After the test ideas that work are copied and repeated while those which don´t are modified or abandoned.
The first step is to figure out which are the metrics that best measure the growth of our farming corporation. These key metrics could be the number of brands that buy our products, Tons of products sold each year, price of each Ton of product,the number of prizes and certifications of quality of our products...
Once we know which metrics are the ones capables of bringing us more growth, it is time to set goals. Goals should be SMART, and these are specific, measurable, achievable, relevant and timely. Increasing by 10% the quantity of product sold in a year would be a SMART goal.
Next step would be to ideate growth drivers. Growth drivers are theoristic ways to achieve goals. Some ideas for the farming industry could be
- Sending highly personalized e-mails to retailing business such us supermarkets to collaborate with them
- Starting a joint venture with a prepared food brand
- Getting a organic food certification
To check if these drivers work we design experiments.
Experiments objective is to check if a growth driver will help the company grow. Imagine your company gets an organic food certification, in order to analyze if it gives you growth you should see if you are selling a ton of product for a higher price, and if it is worth the investment.
Before spending a large quantity of resources in an action you should experiment with it. Decide if you accomplish your goal and if so determine the most efficient way to do it.
- Are organic products sold in larger quantities?
- Do we obtain more benefits per ton if we collaborate with a prepared food brand, do we sell more tons?
- Do supermarkets reply to our e-mails and buy from us?
After running the experiments we can see which growth drivers work and which don´t. Then we must always write down the conclusions and keep them well documented. This part is vital in order to keep track of which strategies are the most effective
Want to know more about how to apply growth hacking to your farming business? Sign up for Hypertry and ask for a one to one session!