Miffy came into the Hatch Program to get knowledge and clarity on her app idea and continue to build her network.

The problem her idea was hoping to solve is: (1) predicting production peaks and troughs to improve pricing accuracy; (2) improve workforce planning in an era of reduced available labour.

Using the app to collect detailed data on fruit set and ripening timeframes and linking that to the prevailing weather conditions, with the help of AI the app will build knowledge on how the plant will behave according to the weather and soil temps. Once a farmer starts adding in the harvest data the app gets smarter. It will have the ability to “learn” more (via the algorithm) about the plant patterns on fruit set, ripening and impacts on saleable yields.

Miffy conducted 10 in depth customer interviews across two different custom segments - growers and retailers - with each interviewee rating volume forecasting as highly problematic and important to solve and would be willing to pay for a solution.

She was able to identify that the key benefits growers wanted from a solution was that it was easy to use and that it would either save them money or make them money.

Likewise, the key benefits the retailers wanted was a clearer visibility on volumes to inform supply and pricing, accuracy in supply and something that was easy to use.

Miffy solidified three key customer segments: (1) sales and marketing managers (growers) for accurate pricing; (2) workforce planners for production peaks and troughs; and (3) large volume produce buyers (Coles, Woolworths, Aldi etc).

Using the insights she gained through interviews and the use and application of the Lean Canvas, Miffy tested and refined her concept and found validation and confidence to more forward with developing an MVP.