Product Profiles for Breeding Product (Variety) Design
Tawanda MashonganyikaProduct Manager
Email: [email protected]: trmashonganyikaCell Phone (WhatsApp) = +2540754348487
Sunday, November 18th, 2018
Approach To Market Orientated Product Design
Understanding Client Needs
Market-driven product profile
contractsWell-designed
breeding programs
Well-designed product testing &
delivery
Annual review
process
Variety Replacement vs Agro-climatic zone
The market-leading variety should be the benchmark
Breeding for the agro-climatic zone
is NOT what the market seeks
Variety replacement drivesVariety replacement
Variety Replacement Strategy• A product design and breeding strategy to replace
the leading variety within the market place, in contrast to breeding for agro-ecological zone
Product Profiles• An agreement to deliver a product to the beneficiary within 5
years– The breeder is the "promisor”– The center/CRP/funder is the "promisee"
– The client is the beneficiary
• Breeder also has an agreement with the pre-breeding for future traits
Key definitions
Product Profiles:The way we deliver
• Written planning documents that define the market-driven products to be developed throughout the breeding pipeline in five year periods
• A new way of setting breeding targets: from economic assessment of traits in breeding area, to cross-functional design teams targeting varieties on the market, today and in the future
• Used as a benchmark to measure progress in continuous improvement
Traits (Product Profiles)• “Basic” or “Must Have” Traits - Traits present in the leading variety targeted
for replacement
• “Value Added” – Improved traits targeted for the replacement variety that would allow it to replace the leading variety in the market
• Time Goal: To reduce breeding cycle in order to launch the product within 5 years (10 years – Bananas)
Traits (Pre-Breeding Contracts)• How to contract traits that are not available in the elite breeding populations.
• “Future Value Added” Traits - Traits being discovered to be deployed into elite populations in a 5-10 year time frame
• “Game Changing” Traits– Disruptive traits that are not currently found in any global breeding programs. This most likely will be assigned to gene-bank research team.
Key definitions
The product profile processThe product profile functions as a contract between all stakeholders
in a network to design and deliver market-focused products
* Breeding teams and clients may include CGIAR, NARS, Private sector, NGOs, etc.
Removing Bias From The Process
• Recent Product Design Workshops at ICRISAT
• Participants (SMEs)– Value Chain; Socio-Economics; Gender/Youth; Seed
specialist; Private Sector Marketing– Technical Experts (Breeders = validators of delivery)
Conclusions
• Variety replacement and market changing strategies focus on client needs
and impact (variety turnover), while setting a roadmap to realistic breeding
targets
• Product Profiles create accountability between breeders and funders around
products for impact, tied to a logical breeding program planning progress
• The process is a practical way for breeding and even pre-breeding to link
with socioeconomics, gender, foresight and targeting, in an accountable yet
decentralised way – open to CGIAR, NARS, private sector etc.
9
EiB Module #1 Product Profile Format
Step #1: Register • Please Register for the Excellence in Breeding Platform• http://excellenceinbreeding.org
• Solomon Sirak (CG – Ethiopia) will send you a link to the Product Profile and Pre-Breeding Strategy Contract tool
Tools Introduction (Welcome)
Tools Introduction (Page #1)
This Information is Populated from the registration process
Tools Introduction (Page #1)
The Product Design Team is populated with positions
close to the customer
Commercial Space is filled with Sales/Marketing
EiB Module #1 is promoting the hiring of a PRODUCT
MANAGER
EiB Module #1 will sponsor a project on Economic Trait Assessment (AbacusBio)
Tools Introduction (Page #2)
To drive Variety Replacement EiB M1
promotes moving from a Agro-Ecologic Zone Target to a Variety Replacement
Target
You have 5 pins to place on the map to demonstrate
the geographic area in which the Product Profile
Contract is associated
Tools Introduction (Page #2)
Please prioritize up to 6 basic traits which are the reasons the Variety you
are targeting for replacement is used by the
client
Tools Introduction (Page #3)You are asked to select
and prioritize 3 value added traits in which the
variety to replace is lacking that will provide the client
greater financial value
This needs to be done in 5 years! 10 Years for Banana!
Success will be determined if you are superior to be benchmark you select
You need to determine when success is achieved
Tools Introduction (Page #3)Gender Relevance and Bio-
Fortification are consider CGIAR Brand Traits
The tool asks if they were discussed and if so…what
were the outcomes?
A separate Gender and Bio-Fortification Relevance Tool
will be made available
Tools Introduction (Preview)
This is a view of the printed contract. After December 3rd, when you submit a contract it will
be sent via email to all participants
IMPLEMENT PLAN
• DECEMBER 3RD, 2018 – TOOL GOES LIVE• MARCH 3RD,2019 – FIRST ROUND IS CLOSED
– NEW FUNCTIONS ARE DESIGNED INTO THE TOOL• APRIL, 2019 - DATABASE REVIEW• APRIL, 2019 – REPORT PROVIDED
Thank you for your interest!
