Making a success of your first pilot projects with farmers: a key stage in launching a new product

Launching a new AgTech product goes beyond simply introducing technology to the field; it requires a hands-on approach with local farmers to ensure that the product aligns with real-world demands. Episode 3 explores the importance of early pilot projects with farmers as a critical stage in product launch, highlighting three key elements:

Personal Experience: Early trials often reveal unforeseen issues, emphasizing the need for pilot projects that help tailor the product to the farmers' daily routines and challenges.
Best Practices: Setting up effective pilot projects involves selecting suitable farms, establishing clear objectives, and implementing a structured feedback loop to gather valuable insights. By iterating based on this feedback, companies can make product adjustments to meet specific field needs.
Success Story: The example of FarmDroid’s 2021 launch in France shows how targeted pilots with French farmers led to valuable improvements, ultimately supporting FarmDroid’s successful market entry.

👀 Previous episode (Episode 2/7): HOW TO ADAPT YOUR AGRICULTURAL MACHINES TO MARKET AND CUSTOMER NEEDS?

**About AgTech Market**

Founded in 2022, **AgTech Market** specializes in bridging the gap between agricultural innovation and real-world application. We help agricultural machinery manufacturers adapt to evolving AgTech trends by providing tailored support, from **market analysis** to **product development** and **go-to-market strategies**. Our mission is to make AgTech solutions accessible and effective, driving the adoption of technologies that truly meet the needs of farmers and manufacturers alike. Discover how AgTech Market's can help you.

Never miss out on pilot projects !

Personal Experience: The Importance of Early Pilot Projects

When I joined an AgTech robotics project as Product Owner through AgTech Market, the company had already been working on the robotic solution since more than 5 years. Much of the technical groundwork was in place, from power optimization to new functionalities and interface design. However, there was one major issue: no machine had ever been tested by farmers. Without direct, ongoing input from end-users, developing an innovative product is challenging because we simply don’t know how the machine will be used or what farmers really need.

Initial Development Without End-User Input

Despite this extensive work, the only feedback from farmers had been gathered during a single meeting at the very start of the project. This early feedback had guided some design decisions, but the machine specs had since evolved significantly in both function and design. Its power, features, and interfaces had all been adjusted—yet there was no real sense of how these changes aligned with what farmers would need day-to-day.

The Cost of Developing Without Real-World Feedback

This experience made clear that, no matter how thoughtfully designed, a product developed in isolation from its end-users is likely to miss the mark. Without hands-on feedback from farmers, we risked over-engineering certain features or investing in elements that might not serve any practical purpose on the field. At the same time, we could easily overlook essential functionalities that would be obvious only to those using the machine regularly.

Time, Resources, and Missed Opportunities

In this case, significant time, energy, and financial resources went toward developing a product without confirming its value to end-users. Many of these resources might have been saved with early pilot projects. By testing the product early and involving farmers in the development, we could have iterated based on their feedback, ensuring the features we developed truly aligned with their needs and that the machine would ultimately meet their expectations.

Best Practices for Running Successful Pilot Projects

Pilot projects in AgTech are much more than testing grounds—they are partnerships that bridge the gap between innovative technology and real-world application. Setting up successful pilots involves careful selection of participants, active engagement with feedback, and a shared commitment to progress. Here’s how to structure pilot projects for maximum impact and lasting relationships.

Why Pilot Projects Matter

Pilot projects allow AgTech companies to validate and refine their product based on actual conditions in the field, which can vary significantly from internal testing environments. They reveal real-world use patterns, critical usability issues, and key adjustments needed to create a market-ready product that meets farmers’ needs.

Choosing the Right Participants: Target Users and Farm Profiles

Finding the right participants is essential to a meaningful pilot. The ideal participants are those who reflect the company’s target long-term user base, including the type of farm, region, and crop types that align with the product’s intended application.

Characteristics of Ideal Pilot Users:

Investment in the Product’s Success: Select farmers who genuinely need the solution, as they’re more likely to engage deeply and provide detailed feedback
Financial Buy-In: Farmers should ideally have some financial stake in the project (like purchasing the machine), which incentivizes them to treat the testing seriously. This investment, however modest, can make a significant difference in their engagement level and the quality of feedback. There's nothing to stop you offering guarantees in return, whether it's a trade-in or a component warranty, to reassure them in return for their commitment. On the other hand, I don't recommend committing to machine performance or functionalities and a timeframe, given that technology takes time and that, over time, your objectives or target market may evolve.
Openness to Innovation: Pilot users should be forward-thinking and influential within their networks, as their insights can shape product improvements and help drive early adoption.

Large Producers as Pilot Users : Pros and Cons

While both small-scale farms and large corporations can be beneficial, each comes with unique advantages and challenges. Working with larger producers or corporate farms can offer benefits such as increased purchasing power and dedicated personnel to support the project. These clients often have the resources to make the pilot a priority and may be able to provide more extensive, structured feedback. However, there are also some drawbacks:

Longer Adaptation Timelines: Large corporations can sometimes take longer to adapt to new technology, as they may approach the project as a part of a broader marketing strategy rather than a solution to an immediate need.
Future Client Relations: Early pilot clients often have extensive visibility into the product’s development, including its challenges and limitations. If a large producer encounters significant issues during the pilot, it could negatively impact their long-term perception of the product and reduce their likelihood of investing on a larger scale.

For this reason, it’s essential to balance the pros and cons of working with large producers and to ensure that both small- and large-scale operations are represented. This approach helps prevent potential conflicts while gaining valuable insights across a range of farm sizes and needs.

Maintaining Progress and Trust in the Pilot

A successful pilot project is one where feedback is actively integrated, and both the company and the farmer see clear progress. It’s essential to treat these early projects as a priority, demonstrating that feedback is not only heard but implemented whenever possible. If the farmer starts feeling that their input is ignored or undervalued, their enthusiasm may wane, potentially leading to abandonment of the pilot.

These first clients often serve as showcases for the technology, as word-of-mouth and farmer endorsements are invaluable in the tight-knit agricultural sector. When farmers feel their contributions are valued and see tangible improvements resulting from their feedback, they become enthusiastic ambassadors, naturally promoting the product through their networks.

Balancing Investment and Avoiding Niche Feature Traps

While it’s important that early adopters are invested financially, these pilot customers should not be treated as primary revenue sources or single product vision. The goal is a collaborative partnership where both parties benefit. Confidentiality agreements may also be warranted, especially if the technology is still in a sensitive development phase.

However, be mindful of niche feature requests that may not serve the broader market. While pilot participants can provide useful suggestions, it’s crucial to focus development on features that will appeal to a wide user base. Spending too much time on highly specific adjustments can distract from core features that will drive general market success.

Case Study: FarmDroid’s Pilot Launch in France

FarmDroid, a Danish robotics company, made its debut in the French market in 2021, strategically positioning its autonomous weeding and planting robot to address specific local agricultural challenges. Here’s how FarmDroid tailored its pilot projects for a successful entry:

Product Adaptation to Meet Local Needs

FarmDroid took multiple steps, dedicating its first season in France to pilot projects to ensure that the product met the unique needs of French farmers. During this pilot phase, the company worked closely with early adopters to identify and address challenges specific to French sugar beet planting conditions, which differ from those in Denmark.

Language and Interface Customization: To improve user accessibility, FarmDroid adapted the robot’s interface by translating on-screen displays and manuals into French, ensuring that local farmers could easily operate the machine without language barriers.
Compatibility with Local Tools and Techniques: FarmDroid modified its system to work seamlessly with the planting and weeding practices common in France. For example, French sugar beet farmers often require specific planting distances and weeding techniques that ensure efficient crop growth in different soil conditions. FarmDroid responded to these needs by updating its software and mechanics to support precise row spacing and depth adjustments that matched local standards.

Strategic Partnerships for Client Support

To build trust and provide consistent support for French customers, FarmDroid partnered exclusively with Stecomat, a distributor specialized in weeding solutions and well-established in the local market. This partnership allowed FarmDroid to leverage Stecomat’s existing network and expertise in the French agricultural sector, providing customers with:

Ongoing Training and Support: Stecomat offered regular training sessions, ensuring farmers were well-equipped to use the technology effectively. This phase of the project could have been managed directly, but to avoid language barriers and misunderstandings, Stecomat was the ideal partner.
Customer Feedback Loops: By maintaining close relationships with farmers, FarmDroid was able to collect valuable feedback, which was used to inform software updates and minor adjustments, making the robot more responsive to local needs.

Niche Market Entry and Gradual Expansion

FarmDroid adopted a niche strategy by initially targeting organic sugar beet farms—a sector where demand for chemical-free weeding was high. This approach allowed the company to establish a strong foothold before expanding into other crop types, such as vegetables, with additional robot configurations, like a new 4-wheel model and spot-spraying options.

Achieving Market Success through Local Engagement

In just three years, FarmDroid leveraged its initial pilot projects and a strong distribution network to achieve rapid success in the French market. By 2024, FarmDroid had deployed around 100 robots across France, capturing almost the entire organic sugar beet market. This success was largely due to its strategic approach: working closely with early adopters to refine the product, actively participating in key agricultural events like FIRA, Betteravier, and SIMA, and building a robust partnership with Stecomat to ensure comprehensive customer support and visibility.

Through this targeted engagement, FarmDroid positioned itself as a leader in sustainable weeding and planting solutions in France, setting a foundation for further growth into new crop markets and establishing a trusted brand in organic agriculture.

First user of FarmDroid in France : Damien Blondel’s experience

Key Takeaways from Episode 3: Ensuring Product Success through Pilot Projects

The Value of Early Pilots: Engaging in early pilot projects with farmers provides essential feedback that can significantly refine a product. By getting real-world input from end-users, companies avoid costly missteps and align their technology more closely with the day-to-day needs of farmers.
Best Practices for Pilot Projects: Selecting the right pilot participants is key. Ideal partners should have a vested interest in the technology’s success, a financial commitment, and a visionary outlook. Balancing niche requests and staying focused on core functionalities ensure that the product remains scalable and relevant to a wider market.
Case Study—FarmDroid’s Success in France: FarmDroid’s entry into France demonstrates how pilot projects, product adaptation, and strategic local partnerships can drive rapid market adoption. In just three years, FarmDroid built a fleet of around 100 robots, securing nearly the entire organic sugar beet market in France.

Together, these elements highlight the importance of pilot projects not just as testing phases, but as strategic steps toward market success, user trust, and brand credibility.

👀 Next Episode (Episode 4/7) : Why maximizing the return on investment (ROI) of your AgTech solution is key to its development

Are you struggling to develop your product in the AgTech market? Let’s talk! I can help you analyze your market and develop a clear strategy. Contact me on LinkedIn or organize a meeting here ⬇️

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EP3/7 : The road to successful development of an AgTech solution