Executive Summary: PersonaDesktop, AgriMax, and GrantHarvest

Introduction

This document presents a comprehensive overview of Persona Research Institute's innovative agricultural technology solutions: PersonaDesktop, AgriMax, and GrantHarvest. These solutions aim to revolutionise the agricultural sector by integrating advanced technology into farm management and grant optimisation processes.

Product Overview

PersonaDesktop: At the MVP stage and undergoing extensive testing, PersonaDesktop is designed as a sophisticated, cloud-based hub for integrating diverse aspects of farm management. It provides real-time data access and IoT integration, streamlining farm operations with advanced technology. The ongoing testing phase is critical to ensure the platform's reliability, user-friendliness, and efficacy in addressing the complexities of modern farming practices.

AgriMax: More than just an AI platform, AgriMax aims to serve as a comprehensive marketplace and platform for other companies agricultural deep tech applications. Providing a range of agricultural management tools, including predictive analytics and decision-making support, AgriMax is developed to complement PersonaDesktop. It offers deep insights and analysis, empowering farmers with informed decision-making capabilities that enhance productivity and sustainability. The vision for AgriMax is to become a hub for innovative AgriTech solutions, fostering collaboration and integration within the agricultural technology sector.

GrantHarvest: A standout feature within the AgriMax platform, GrantHarvest is innovatively designed to simplify and streamline the agricultural grant application process. This application addresses a crucial need in the farming community, easing access to vital funding and resources. GrantHarvest sets itself apart from existing market offerings, providing a unique and essential service in the agricultural sector.

Competitive Landscape

In the UK agricultural market, there are a plethora of apps like FarmIQ (focused on farm performance monitoring) and Herdwatch (specialising in livestock management). While these offer solutions in specific domains, our integrated suite — PersonaDesktop, AgriMax, and GrantHarvest — stands distinct with a holistic approach. This strategic integration positions us advantageously against competitors such as Agrivi and FieldMargin, which may not offer as comprehensive a suite of functionalities. Our solution's broad spectrum of capabilities, from real-time analytics to grant management, addresses a wider range of farming needs than singularly focused apps.

Unique Selling Propositions (USPs)

Integrated Farm Management: Our solution transcends the capabilities of singularly focused apps like Cropio (crop health monitoring) or Tractor Zoom (equipment management), by providing a unified platform for diverse farming activities.

Simplified Grant Application Process: GrantHarvest uniquely eases the complexities of grant applications, a critical yet often overlooked need for farmers. This functionality sets us apart from general farm management apps like FarmLogs or Agroop Cooperation.

Advanced AI and Data Analytics: Leveraging AI, we provide deeper insights and more efficient farm management, surpassing the basic analytical capabilities of apps like iFarm or Conservis.

User-Friendly Design: Focusing on accessibility, our design ensures ease of use for all farmers, aiming for wider adoption than perhaps more complex systems like Granular or CropX.

Sustainability and Efficiency: Our platform promotes sustainable farming practices through data-driven insights, aligning with the environmental focus of apps like Smart Farming but extending it into a more integrated farm management context.

Market Potential and Strategy for PersonaDesktop with AgriMax in the UK Agricultural Market

Market Overview

The UK agricultural market is on a trajectory of significant growth, with the gross production value in Agriculture projected to reach approximately $40.37 billion by 2024. This burgeoning market presents a fertile ground for innovative agritech solutions like PersonaDesktop with AgriMax. The increasing market size reflects the expanding opportunity for technology-driven approaches in agriculture.

Current Trends and Opportunities

• Digital Technology Adoption: There is a growing trend among UK farmers to adopt digital technology for business management. While many have started using digital tools for managing business accounts, a noticeable gap remains in the comprehensive utilisation of technology for broader farm management. This gap highlights a key market opportunity for PersonaDesktop with AgriMax, which offer an integrated and comprehensive approach to farm management.
• AI-Driven Agriculture: The most profitable agricultural businesses in the UK are increasingly adopting AI-led technologies. Our products, with their strong focus on AI, including features like GrantHarvest grant optimisation, align perfectly with this trend. This alignment positions us advantageously in a market where AI's role in agriculture is set to expand significantly.
• Emphasis on Diversification and Efficiency: The UK agricultural sector's focus on diversification and efficiency aligns with the capabilities of PersonaDesktop with AgriMax. Our solutions promote efficient farm management and support diversification efforts by providing versatile and adaptable tools.

Strategic Positioning

• Integration of Internal and External Data: Unlike existing agricultural apps that focus on specific aspects like crop health or financial performance, our solutions integrate internal farm management with external data sources. This comprehensive approach is well-suited to the evolving needs of the UK agricultural market.
• Filling Market Gaps: The unique features of our products, particularly in areas underutilised by current solutions, place us in a strong position to capitalise on the market gaps.
• Initial Market: Targeting the UK as the entry point, leveraging supportive government policies and an increasing demand for digital solutions in agriculture.
• Global Expansion: Aiming for global market penetration within a 10-year period, aligning with the projected growth in the global farm management software market.

Investment Requirement: Seeking an investment of ￡6 million for a 25% equity stake, reflecting a pre-money valuation of ￡24 million.

Conclusion

The projected growth of the UK agricultural market and the evolving landscape, marked by increased adoption of digital and AI technologies, offer a promising environment for the introduction and expansion of PersonaDesktop and AgriMax. Our innovative approach, focusing on comprehensive and AI-driven solutions, aligns well with current market trends, setting our products up for success in this dynamic sector.

For more detailed insights into the UK agricultural market, reports from Statista, Farmers Weekly, and Farming.co.uk can be referred to.