AgraQuest: Creating Need for Your Product

Course Description

Lectures

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   Lecture 1 - The Founding of AgraQuest

   Pam Marrone, founder and former Chairman/CEO of AgraQuest Inc., talks about how she turned her childhood passion and love for bugs into a lifelong commitment that led her to found AgraQuest.

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   Lecture 2 - Creating Need for Your Product

   Marrone describes the impact of AgraQuest on the global bio-pesticide market.

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   Lecture 3 - Overview of AgraQuest

   Marrone gives an overview of AgraQuest and talks about how the company has differentiated itself in the pesticide industry.

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   Lecture 4 - Navigating AgraQuest's Value Chain

   Marrone faced a lot of skepticism and obstacles while developing AgraQuest's products. She overcame these barriers by demonstrating the effectiveness of her product on the fields of farmers as well as hiring hungry dogs as salespeople to push the product into the market.

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   Lecture 5 - The Product Vision

   Marrone formed focus groups to change policies to ammend incorrect artificial testing procedures carried out by academic scientists to test the efficacy of AgraQuest's product.

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   Lecture 6 - Understanding Your Customer

   Marrone reveals that the trick to making the adoption curve steeper and faster is to focus the product on an unmet need where there is little competition.

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   Lecture 7 - Negotiation: Be in a Position of Strength

   Marrone advices to always plan for disaster and to be in a position of strength while negotiating.

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   Lecture 8 - Lessons Learned

   Marrone shares the lessons that she learned at AgraQuest. She strongly believes in a diverse, trustworthy workforce and hiring people who believe in the product.

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   Lecture 9 - Working with AgraQuest

   Marrone discusses why working at AgraQuest is better than working at any other company.