Milk Moovement: Venture and Targeted Customer Segments

Please answer these questions:

(Note the expected length of answer and the percentage weight of each question)

 

1)      Briefly describe the venture. (5%) 
(One or two paragraphs.)

Milk movement is a cloud-based software company that provides real-time information to stakeholders across the whole dairy supply chain. The venture provides actionable intelligence to milk farmers, cooperatives, transporters, and processors through features that bring new capabilities to the dairy sector. For instance, the company provides cooperative tools to control producer performance and quality, real-time data to monitor transport schedules and pickup patterns, as well as dashboards to manage the real-time results and even make projections (Milk Moovement, 2023). The venture is a software platform that provides milk farmers, cooperatives, transporters, and processors with a single landing page to manage all daily operations conveniently and in real-time.

 

2)      Describe the three most important targeted customer segments. (15%) 
(One intro paragraph identifying all key segments, one paragraph each describing the three most important ones.) 

The three most important targeted customer segments are producers, transporters, and processors. Milk Moovement is focused on helping producers manage their farm operations conveniently in a single landing page. The venture provides farmers with a platform where they can monitor the production and quality levels of their farms. Producers can also view historical trends and employ projection tools to plan for the future. The venture also provides processors with a single landing page to monitor milk input and output levels including the volume and quality of incoming milk supply. Milk Moovement also caters to transporters by providing them with a platform to track their dairy routes including pickup and drop-off totals, milk-in-transit, as well as real-time route updates.

 

 
3)      What are the main Jobs-To-Be-Done the customers of this company have? (15%)
(Please make an itemized list of up to three jobs for each customer segment.)
The main jobs-to-be-done by milk producers are:

• Monitor dairy production


• Monitory dairy quality


• Increase operation efficiencies such as reducing cost of production

The main jobs-to-be-done by milk processors are:

• Monitor dairy supply


• Monitory dairy quality


• Increase operation efficiencies such as reducing cost of processing

The main jobs-to-be-done by milk transporters are:

• Monitor dairy routes


• Monitory milk-in-transit


• Increase operation efficiencies such as reducing pickup and drop-off times (Ravichandran et al., 2020; Bilkis, 2019)