Hello Tractor

Investment
Committee
Group 21

2022
 01
Opportunity Area
Farm Equipment
ValueLab Framework
Common Beliefs
- People think farming is an easy
task that doesn’t require a lot of
equipment
- Expensive and difficult to maintain
- Low accessibility to equipment that
is necessary to maintain a farm
Contrarian Beliefs
- Renting large farm equipment
should be easy and convenient
- Affordable options and loans need
to be accessible even for those
without credit history
Core problem
The common farmer does not have enough money to own and maintain farm
equipment.
- This means that they do not have access to the equipment necessary to
make their living.
Sub-problems
- The utilization rate of those who own tractors are very low
- Fluctuating price of fuel
- There needs to be increased accessibility to farm equipment
Causal logic
IF hello tractor increases accessibility for the common farmer to farm
equipment, THEN farmers will be able to make their living with
equipment they need, increase farming efficiency and thus help
stimulate the economy.
What is the product?
○ Connecting tractor owners with users who need tractors in the short term

Who is it for?
○ Farmers in Nigeria and Kenya

Why do they need it?

○ Owning and maintaining a tractor costs money
○ Accessibility issues

How does it work to meet the customers needs?

○ Provides them with a convenient way to rent an expensive farming necessity
○ Affordable which is essential for low income farmers

What is unique compared with alternatives?

○ Easy to use platform
○ Details about tractors such as fuel history lets users in on the full experience

Customer value proposition

 02
New Opportunity
Expanding our Fleet
The Uber of Farm Equipment
 AgTech Industry
- Data has shown that over $5 Billion has been invested across
440 deals to the VC backed startups in the AgTech space in the
year 2021.
- This has been compared to the deal done through 2020 of $3.3
Billion with 422 deals. In fact, in the beginning of the year 2022
there already has been a $1 Billion investment in AgTech
startups.
- $179 million in venture capital equity invested by US in
Agtech industry in Africa (2020)
- In fact, the US committed $20 Billion toward regenerative and
sustainable initiatives. The Q2 2022 timeline clearly indicates
that 204 deals through which $2.5Billion was secured by
various firms.
Funding in AgTech
2020 2021 2022
VC’s have invested VC’s have invested $5 VC’s have invested
$3.3 Bn in 2020 Bn in 2020 $2.5Bn in 2022 till
June
 Why is expanding our fleet beneficial?

More options Convenience Eliminates potential

for farmers for consumers of competitors
Other companies can’t offer
A tractor is not the only farm One stop shop for everything
equipment that HelloTractor
vehicle they need they need
will offer
 Market Engagement Hypotheses
(ValueLab experiments going forward)
Risk to be addressed
(in order)
1) There are not enough different
farm equipment which people
will rent out and at the
meantime Hello Tractor are not
willing to take large money to
buy it independently
2) If they do adopt different kinds
of equipment but only a few
farmers rent them, the utilization
will be low and the cost will be
high
3) How to help renters monitor the
status of their equipment like
tractors so that we can lower
their risk of reducing service life
rapidly
Experiment / Market
Engagement Hypothesis
Engage with current farmers to
see willingness to rent out their
equipment / see what
equipment they have
Initiate primary market research
to understand the farming
needs of local farmers in Kenya,
Nigeria and South Africa, what
kinds of equipment are used
Allow communication between
equipment owners and renters Risk-Value Curve
to ensure renters take good
care of the equipment up to
owners standard
What is the product?
○ New additional types of fleet, so that customers have choices of tractor and/or excavator to rent

Who is it for?
○ Farmers in Nigeria and Kenya
○ Entering new market in South Africa, as the no. 1 country with agricultural land in Africa by 2019
and no. 3 leading countries for agriculture-related financing

Why do they need it?

○ While tractor is a multifunctional equipment, there are some work that better be done by bigger
or more dedicated equipment, such as excavator
○ Excavator is dedicated to do variety of harder tasks such as demolition, road and bridge work,
utility installation, plumbing, landscaping, land clearing, new construction, and pool excavation
(securing water is smallholder farmers’ no. 1 priority, according to Africa Agribusiness
Outlook_Report 2022)
○ Excavator is more expensive than tractor so less people are able to own one
○ The growth in agriculture industry might lead to increasing needs of farmers to develop better
plantation infrastructure to increase productivity

Customer value proposition

How does it work to meet the customers needs?
○ Provides them with a convenient way to rent an expensive farming necessity
○ Affordable which is essential for low income farmers
○ Provides information about fleet’s productivity to help customers and equipment owners to
maximize its utilization

What is unique compared with alternatives?

○ Easy to use platform
○ Details about tractors such as fuel history lets users in on the full experience
○ Connecting not only farmers and equipment owners, but also connecting equipment owners to
operators
○ Provides alternatives to customers to own their tractor and/or excavator by financing the
purchase and develops work contract as a way to repay the loan given

Hello Tractor might become The Uber of Farm Equipment in Africa

Customer value proposition

 03
Investor Questions
Russell Siegelman
 VC Questions for Team 22

1. What’s your solution or new invention for fleet management? Will

that be so straightforward that some one can easily imitate it?
2. Can you build a competitive edge that is long lasting? How can you
maintain it?
3. What’s your team constitution? (Board Members etc)