Chapter 5: Teaching notes

Abstract

Agroads.com, a digital start-up founded in Rafaela (Argentina) in 2007, is a digital marketplace where farmers can find all kinds of agricultural-related products and services, new or used, and sellers can gain customers and increase their business. The digital transformation of agriculture is a long-term trend that the COVID pandemic accelerated. Agroads provides an interesting example of how this trend unfolded in a country such as Argentina, where agriculture and related activities are key in terms of exports, production, and employment. Agroads is a case of a small firm that shows how digital technology can become the vehicle to channel entrepreneurial spirits and actions. Although it is based in the city of Rafaela, in the middle of the Pampas plains, its operations cover a large portion of the center provinces of Argentina. Agroads’ vision is to create a digital market where business opportunities are more accessible to all operators. It is a virtual place where farmers find everything they need easily and quickly, along the whole supply chain. In this platform the profile of each customer is used to personalize his/her user experience. The system offers the opportunity to find new suppliers throughout Argentina. Any product or service connected to the agricultural sector may be traded conveniently: the platform offers financing options in a secure trading environment. Currently, Agroads’ main challenge is to digitize its customers as well, by encouraging farmers to use data for decision-making through the incorporation of e-commerce in their sales operations.