Small commercial greenhouse mobile app06302016

Small Commercial Greenhouse Mobile App Monitor and Control Water Usage

Kathy Loughlin 06/30/2016

Executive Summary Research was conducted to help validate if there is a business case for a new mobile application targeted to the small commercial greenhouse industry to help greenhouse owners and managers monitor and control water usage and water costs associated with greenhouse operation.

Project Overview Goals and Persona Project Goals 1. Evaluate the business case for the mobile app 2. Gain insights to help build a user interface that provides a good user experience

Personas 1. Market analysis (2014 data) indicated that 53% of all horticultural specialty operations are family or individually owned 2. Personas reflect the small to mid-sized operation

Project Overview Persona Details Key themes – willing to look into new technology for a solution rather than just reliance “the way we have always done it. Or we have 50 years experience”

Project Overview Demographics 68% of adults own a smartphone

Project Overview Demographics Key Points •

# of smartphone users are increasing

• People are downloading apps and they are using them

Procedures Competitive Analysis There are really three different types of competitors 1. Direct – Companies that have a mobile app for commercial use (very limited) 2. Indirect – Companies that are targeted to consumers for home use (identified 13 so far) 3. Future – The companies that manufacture/distribute the controllers (brain of the irrigation system) 4. Future – Irrigation system manufacturers/distributers

Procedures SWOT Key Points • Strength – Gives the Owner control

• Weakness – Three dependencies - Irrigation system, controller and sensors • Opportunity – Being green and smartphone usage • Threat – Not convinced of relevance for the target audience

Procedures User Research • Site Visit Small commercial greenhouse family owned for 50 years

• Survey Friends and family who buy plants a greenhouses or garden centers

• Wireframe testing 2 friends/family

Participant Profile • Established business owner with years of experience • Younger family members taking over the family business • New entrants

• Male- dominated industry (SBA stats from 2012 36% female and 64% Male)

Wireframe

Wireframe

Conclusions Recommend more research with other techniques • Talk/Interview the Cooperative Extension Service to gain insights • Interview commercial greenhouse owners/operators to better understand if there is a business need for the app • Survey commercial greenhouse owners/operators for a larger scale effort to gain insights