Learning outcomes This case enables students to evaluate and critique the strategies of a digital agriculture startup seeking to retain its user base, consolidate its market position and increase revenue while making social impact in a developing country. Case overview/synopsis Gabriel Eze and Olusegun Adegun were childhood friends, who pursued different career paths before a mutual passion for agricultural development reconnected them. In 2018, they founded Rural Farmers Hub (RFH), with a vision to improve farmers’ livelihoods and increase agricultural productivity in Nigeria. RFH is a digital agricultural extension startup utilizing geospatial technology and data analytics to provide advisory services for farmers in Nigeria. RFH’s mission is to boost crop yields, promote environmental sustainability and expand market opportunities for farmers. In the first three years, the company acquired over 21,000 users on its platform and generated substantial revenue. However, resource-limited smallholder farmers are struggling to afford RFH’s premium services. The company is now at a crossroads as it explores several growth opportunities amidst some key challenges. RFH’s journey highlights the complexities of balancing social impact and business scalability in Nigeria’s emerging economy. Complexity academic level This case is appropriate for upper-level undergraduate or graduate-level programs in Entrepreneurship, Digital Agriculture, Sustainability, Innovation Management and Social Impact, and business strategy in emerging markets. Supplementary material Teaching notes are available for educators only. Subject code CSS5: International Business.
Mabaya et al. (Wed,) studied this question.