MBA CONSULTANCY PROJECT

TOR
Project Name: COWLAR Go to Market Strategy
Group 8
 Group 8
MCP
COWLAR

Project Background:

Cowlar is a Pakistani Agri-tech IOT startup based out of Silicon Valley. Cowlar raised one
million dollars through their Pilot project and graduated from Y-Combinator in 2016. In the next
phase of their growth they are planning to expand in US, Brazil, Pakistan and Indian markets, for
which they are pursuing Series A funding in Silicon Valley. To get Series A funding they have to
install/sell 25000 devices by the end of 2018. Pakistan carries strategic importance for the
company as the company needs wide variety of data to improve their Machine Learning
algorithms and to achieve 2018 targets. Through this project, the company intends to do a market
feasibility of Cowlar in Pakistan.

Project Objectives:

The main aim of the project is to analyze the Pakistani market in the context of the need for
Cowlar and what would be the best strategy to roll out this product keeping in mind the
dynamics and constraints inherent in the agriculture business of Pakistan. It is not surprising that
the Cowlar team is interested in the Pakistani market where agriculture is the lifeline of countrys
economy accounting for 19.5 percent of the gross domestic product, employing 42.3 percent of
the labour force and providing raw material for several value-added sectors.

Methodology:

This project will involves a use of both primary and secondary research. Secondary research will
help analyze how the product has been made viable in the international markets and what are the
strength and weaknesses in the current business model. Primary research will involve going to
visit the farms in Pakistan both small scale and large scale farmers and help identify if theres a
need in the market. We will also look for identifying the currently challenges being faced by the
target market and help propose a solution with the product.

Project Deliverables:

Based on our discussion with the Cowlar team including the co-founder Umar Adnan, we have
identified the following deliverables in this project:

1. Market sizing and the target market depending on the scale/size of the farms.

Page 1 of 2
 Group 8
MCP
COWLAR

2. Complete understanding of the value chain and customer segmentation.

3. Developing a go to market strategy for Cowlar.

4. Advising on the pricing, promotion and channel structure for Pakistan.

5. Identifying the changes required for the product as per the needs of Pakistani market.

Roles & Responsibilities:

Currently the main role of our group will be to analyze the current Pakistani market and identify
and recommend on how Cowlar is to be rolled out in Pakistan.

We will be guided in this assignment by both the Cowlar Team and our Faculty Supervisor

Dr. Syed Zahoor Hassan.

Page 2 of 2