By Howie Rosen, Steve Ciesinski, Reema Shah
2018 | Case No. E665 | Length 13 pgs.
The purpose of this case is to look at FarmFriend’s product market fit. The case examines how the FarmFriend founding team evaluated various business models through extensive market research and ultimately decided to launch a marketplace that matched farmers to pilots that offered drone spraying services. Students will also be introduced to various go to market strategies that were used to address this target market. Students will also gain an understanding of the challenges a company faces to ensure product market fit.

Learning Objective

The learning objective for the case is to help students understand the issues and challenges with starting a company in a developing economy with a focus on evaluating a market and establishing “product/market fit” and an appropriate business model for the product or service being developed. This case also highlights the issues involved with rapidly changing technology and how it influences choice of product or service offering. Some specifics of the agricultural industry in China are also covered.
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