Memes Associates, Ltd
Group overview
Discovering Memes
Memes Associates, LtdActionable Business Intelligence
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Memes Overview – What we do….
• Tactical & strategic solutions to encourage business growth1) Know the customer and the industry
• Domain expertise• Customer process mapping• Industry networks
2) Generate opportunity concepts through phased investigation• Concept exploration• Market refinement• Customer expectations
3) Develop products, markets, strategies ,& business models for systems solutions• Assumption validation and functional requirements• Advisory role as corporations position themselves into the opportunity
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A brief history of Memes
• Memes officially formed in 2001, but the history is much richer….
Start Up and GrowthEarly Years before Memes
Steve Faivre partners to
form AgriCad – Early entrant in
PF business
1992
Pinakin Desai joins AgriCad to write code
2001
Faivre joins AFS
group
Pinakin joins Case IH AFS
group
Monk joins Memes
Taylor joins Memes
Kevin Monk joins Deere
Monk joins CNHNate Taylor
joins Deere
Taylor joins Zedx
Faivre joins Memes
AgriCad sold to RDI
Pinakin Starts Memes
2012
Faivre joins Deere Agri-
Services
Memes collaborates with BTG on portfolio
strategy
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Memes Services - Areas of Specialization
Customer Process Mapping
Market Disrupting Innovation
Current Market Assessment
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Memes Approach - Disruptive Innovation
Avoiding commoditization requires change beyond product improvement• Wider focus from equipment to encompass customer Processes• Adoption of technology innovation to enable System Improvement• New market segments beyond traditional Ag & Construction
Product Improvements
Equipment Focus
System Improvements
Process FocusSP Combine
Rotary Thresher
Product
System
Horse drawnReaper
Motorized Reaper
Harvesting System
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• A comprehensive process which can be repeatedly applied to different market segments in order to gain :
• Understanding of customers’ • Business• Process• Needs
• Insight into feasibility of solutions• incremental improvements• market altering or disruptive innovations.
Memes Approach – Disruptive Innovation
Memes Output – Disruptive Innovation–A systematic phased approach to opportunity
Phase Concept Confidence Interval Investment
Understand Customer Value
(1-5) (5=high)
Understand Impact
(1-5) (5=high)
IConcept Exploration - High Level
Customer Benefit and Market Potential, IP Opp.
I---------------I $ 3-4 2-3
II Refine Market Potential and Cost Estimates, Validate Assumptions I---------I $ 4-5 3-4
IIICustomer Value Prop, Functional
Requirements Doc, Business Case, Cost Estimate
I----I $ 5 4-5
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Phase Example -Precision in Construction
I“Virtual Conveyer” Concept exploration - Haul
Economic Overview, Market Sizing, Levered Opportunities
II Research Assumptions, Refine Concept, Identify Partners, Refine Business Case
III CVP, FRD, Business Plan, Adopt Est., Mine Demo
Critical to Success – Concept Introduction at correct Management Level
Decision point (proceed/stop) after each phase based upon opportunity assessment. Don’t invest heavily on projects with small potential.
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Disruptive Innovation Example Project – Seed Tape Production System
• STPS Concept• Bringing high precision at low
cost to the field• Addressing the need of
proper handling of seed and reducing the cost drivers for crop production
• Focus on emerging markets for corn/maize and canola
• Initial research indicated, there are potential opportunities
• Further research and exploration to refine the business model
Slight misplacement
Ideal Planting
Hand Planting
1-2” in.
Conventional Planting
Uneven Depth
Uneven Spacing
Skips
Double Plant
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Memes Team
Pinakin Desai
Pinakin uses the current and anticipated business environment, new and existing technologies to design unique products and services for the global marketplace focusing on agriculture, manufacturing, transportation, and construction. His specialty is the development of new business models based upon detailed process maps and in-depth understanding of a customer’s business
Steve Faivre
Steve has a lifetime of advanced agriculture innovation experience. He has operationally and financially managed a large corn and soybean farm, created one of the first yield monitors, brought to market one of the first agriculture mapping products, worked for John Deere and Case New Holland, and has dozens of patents in his name.
Steve’s ability to see 10 to 15 years into the future of agriculture gives clients a strategic advantage for long term growth.
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Memes Team
Kevin Monk
Kevin has experience operating a production family farm and working with leading equipment manufacturers. Kevin explores innovative & economical ways to automate & mechanize production, agriculture, construction, & mining. He works with developing sustainable agriculture, construction, and mining systems in both emerging & traditional markets. Kevin develops assessments on market potential & growth projections for innovation opportunities, & recommends go-to-market plans for entering into new opportunities
Nate Taylor
Nate started his agriculture marketing, product management & sales career in 2005 with John Deere in their advanced services division. He has built a wide network of contacts within the agriculture market while at Deere & ZedX. Nate sits on the Advisory Board of the AgChat Foundation, an organization designed to provide a forum to the agriculture community on current farm management issues.
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