Precision Ag Council Meeting
Precision Ag Council Meeting Chair: Mike Santostefano Vice-Chair: Jeremy Wilson June 14, 2016
2016 Mid-Year Meeting
AgGateway Antitrust Guidelines Antitrust Guidelines Review • Do not discuss with competitors your own, or a competitors’, prices; do not
discuss anything that might affect prices, such as costs, discounts, terms of sale, profit margins or any other competitively sensitive information. Do not discuss capacity or output. • Do not stay at a meeting where any such talk occurs. • Do not make general announcements or statements at AgGateway meetings about your business secrets, such as sales strategies, new product development, capacity expansion or restrictions, or any such intended activity. • Do not talk about what your company plans to do in specific markets, or with certain classes of customers, or with regard to types of products. 2
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PAC Mission To facilitate the development of industry standards, guidelines and communication protocols; and promote implementations to enhance the ability of end users to capture the value of the precision ag technologies and systems. Additionally, to review the current state of the industry encompassing the entire precision ag value chain, identifying issues and opportunities for collaboration.
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Agenda • Approval of Previous Meeting • AgGateway Board updates • Vice-Chair Elect position • Project updates • SPADE3 • PAIL • Working Group updates • Remote Sensing • Insurance, Regulatory, and Government Relations • Communications Working Group • AgGateway branding strategy • Council/Committee Liaisons 2016 Mid-Year Meeting
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Previous Meeting Minutes
Be it resolved that the Precision Ag Council approve the minutes from the February 4, 2016 PAC Meeting.
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Membership Update • 124 current members • 16 companies and 5 individual members added since July, 2015
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BOD Update Changing AgGateway - Ensuring Success Mike Santostefano
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Why are we making changes? • As approached our 10 year anniversary,
recognized significant progress made, but realized significant work still remained to be done. • Enlisted a group of member companies executives (the OSWG) to evaluate whether we needed to make changes to AgGateway’s organizational structure and/or policies and procedures to ensure success • The OSWG realized time required to lead a council had increased significantly and was primarily operational role, and that AgGateway needed both operational and strategic oversight 2016 Mid-Year Meeting
9
What changes were recommended? • Split strategic and operational responsibilities of the current
BOD (and Management Team) and assign to two complementary groups: Strategic Directors and Operational Directors • Require that all assets developed in the future, originate as part of a project or as a stand-alone project. • Add one or more Membership Tiers above the current Tier 1, and/or develop a mathematical formula for Tier 1 companies that would add a set amount to their dues based on the amount by which a company’s revenue exceeds $2B. • Create a plan to increase reserves to 50% of the annual operating budget within 5 years. 2016 Mid-Year Meeting
10
What has the AgGateway BOD done? • Approved the recommendations in large part as presented • Developed and began implementation of structural transition
plan • Defined roles/responsibilities, composition, criteria for participating member representatives, processes for populating, etc. for the Strategic Board and the Operational Management Board. • Established a financial working group to review membership dues structure and create a recommended structure and plan to increase reserves
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What will AgGateway look like?
Strategic Board* • Title: Board of Directors • #: Nine (9) Directors plus CEO • Selection: Nomination Process,
Executive Committee validates, BOD approves slate; Member Vote • BOD chooses Chair/Vice Chair • Term: Staggered, 3 years
Operational Board* • Title: Operational Management • • • •
Board #: Equals number of councils plus COO Selection: By each Council OMB elects Chair/Vice Chair Term: Staggered, 2 years
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What do I, as an AgGateway member, need to do? • Review the resources and information available at • • • •
http://www.aggateway.org/AboutUs/OrganizationStructure.aspx Review the criteria for representatives and start considering who you might want to nominate for the Strategic BOD Look for email blasts and newsletter articles with additional information about the nomination and election processes Submit nominations for Strategic Board representatives AND Council Vice Chairs between August 24 and September 16, 2016 Member primary contacts look for ballots on September 26 and return with your votes no later than October 10th 2016 Mid-Year Meeting
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Vice-Chair Elect Position • Serves 1 year term – Nov 1 through October 30 (term
of service is from Jan 1 to Dec 31) • Is elected by the PAC • Takes the PAC Vice-Chair position at the end of the Vice-Chair’s term • Responsibilities • Learn the PAC process, working groups, project, etc. • Assist with PAC working groups • Fill in for Vice-Chair or Chair if necessary
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Create Vice-Chair Elect Position
Be it resolved that the Precision Ag Council approves the formation of a Vice-Chair Elect position as presented with the first term beginning at this November’s annual meeting.
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SPADE Project Update Standardized Precision Ag Data Exchange Chair: Ben Craker Vice-Chair: Shannon Haringx Project Manager: Jim Wilson 2016 Mid-Year Meeting
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SPADE3 Progress • Active Products: • CART (PO: Mary Tangen; SM: Maria Spiker) • Crop Nutrition (Fertilizer & Manure) (PO: Joe Tevis, SM: Spencer
Hammer) • Reference Data API (PO: Arren Mund; SM: TBD) • Regulatory Reporting (PO: Dennis Daggett, SM: Andres Ferreyra) • WAVE (PO: Ben Craker; SM: Randy Nuss)
• Products on hold/needing more involvement • Scouting (PO: Andres Ferreyra; SM: Charles Hillyer)
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SPADE 3 Management Team Update Progress to Date • Most products running and making progress • Transition Communications & Marketing product team to PAC Working
Group • Focus on Implementation and completing deliverables
Challenges • Busy season has all products losing a little momentum/participation • Many team members are working multiple products stretching resources
thin
Help Needed • Always looking for new participants
2016 Mid-Year Meeting
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SPADE 3 Product Update - CART Progress to Date • Working on wrapping up Data Buckets • Have BPMN webcasts recorded
Challenges • Harmonizing common commodity codes
Help Needed • Working to gap check ADAPT data model • Reviewing data buckets
• Create new BPMN based on recordings of discussion of SPADE 2 BPMN’s
2016 Mid-Year Meeting
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SPADE 3 Product Update - Crop Nutrition • Progress to Date • Merging of Commercial Fertilizer and Manure Products to form the Crop Nutrition Product • Documented municipal waste use case and BPMN
• Challenges • Standards for fertilizer product ID • Integration of multiple soil test controlled vocabularies in a standard framework…OAGIS, ISO 19156. • Help Needed • Complete User Stories • Normalizing (if possible) Manure Management Plans across states…globally? 2016 Mid-Year Meeting
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SPADE 3 Product Update - Reference Data API Progress to Date • API designs • Directory service design • Start on the demos & final API documentation
• Gaining momentum with PAIL to integrate sensors into equipment API
Challenges • Finding the time to complete the work • Small team
Help Needed • Manufacturer contacts for feedback • Experts in areas for list definitions 2016 Mid-Year Meeting
21
SPADE 3 Product Update - Regulatory Reporting Progress to Date • Working on review of RMA data buckets, proposing contextitems for use
in ADAPT • Good interest from USDA CIO’s working to get regular calls scheduled again
Challenges • Maintaining continuity of contacts with regulators with retirement and
change of administration impacting personnel
Help Needed • Team members who are interested in the impact of government
regulation on agriculture and are knowledgeable of government agencies
2016 Mid-Year Meeting
22
SPADE 3 Product Update - Scouting Progress to Date • Looking to leverage ISO19156 work from PAIL • Minimal progress in the product due to lack of participants
Challenges • Need people interested to drive project forward
Help Needed • Team members who are interested in the domain of human-mediated
field data collection (scouting, soil testing, etc.)
2016 Mid-Year Meeting
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SPADE 3 Product Update - WAVE Progress to Date • Several completed user stories • A couple completed BPMN’s • Good coordination conversations with AEF PT9:FMIS-EDI
Challenges • Progress to data buckets has been slow • Project encompasses a lot of topics, has lost a little focus as a result
Help Needed • Need a few more user stories and the corresponding BPMN’s • Need BPMN drawing support, have people that can tell the story but not
familiar with BPMN notation 2016 Mid-Year Meeting
24
PAIL Project/WMWG Update Chair: Aaron Berger Vice-Chair: Diganta Adhikari Project Manager: Dan Berne 2016 Mid-Year Meeting
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PAIL Will Be Submitted as One Standard, with Multiple Parts: • Part 1: Introduction • Part 2: Operations (both pivot and drip) • Part 3: Observations and Measurements • Part 4: Pumps, Flow Meters and Energy
Additional parts can be added over time
Need to find more members for ASABE Committee and start meetings
2016 Mid-Year Meeting
Key Activities • Finishing Up Implementation Guide
• Working to finalize formats for weather data • Significant progress on pumps, flow meters and energy • Repeating at least one of the Beta Tests • Drip Irrigation sprint set launched • Goals and scope defined • Grower profiles created • Netafim has committed to join AgGateway and PAIL
26
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ASABE/ISO Work Spanish Group Working on Irrigation Standards for EU and beyond • Remote monitoring and control of irrigation systems • Mostly hardware components • Stops at farm gate; may be overlap with scheduling irrigation work orders • Not a lot, if any, input from manufacturers • 600+ pages of documentation
ISO TC 23 SC 18 Meeting held in Montpelier • Andres Ferreyra and Charles Hillyer attended + Steve Smith • Presented PAIL and our intent to work through ASABE • Demurred from creating one super standard; we would oppose theirs as a draft
standard, but work with them • Setting up meetings with PAIL and Spanish Team https://aggateway.atlassian.net/wiki/display/PAIL/ISO+TC23+-+SC18+-+WG8+from+Spain
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PAIL API • Though originally out of scope, members are seeing a need to
have an API • For reference data API, we reviewed SPADE 3’s proof of concept API • Stuart Rhea looking at WC3 (World-Wide Web Consortium) • http://www.w3.org/TR/2016/WD-dwbp-20160519/
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Remote Sensing Working Group Update Chair: Nathan Stein Vice-Chair: Nick Morrow 2016 Mid-Year Meeting
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RSWG Update Progress: • Scheduled and carried out meetings every other week on
Thursdays at 3PM Central • Recently elected Nick Morrow to the Vice-Chair position • Started creation of stories, began project charter • Will discuss charter more at MYM
Issue: • Ever since meetings went to every other attendance dropped
off
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Insurance, Regulatory, and Government Relations Working Group Update Co-Chair: Dennis Daggett Co-Chair: Andrews Ferreyra 2016 Mid-Year Meeting
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IRG Working Group Update Progress to Date • Documented “purpose” of the IRG Working Group – approved • IRGWG is organized to actively review regulations implemented by
governments and regulating bodies which directly impact production agriculture. • IRGWG will identify and maintain private sector engagement with regulators to communicate the agriculture private sector position and impact of regulations within the framework of data definitions, data sharing, and data control and privacy. • IRGWG shall represent AgGateway membership as neutral liaisons to the federal and state regulatory agencies striving to achieve regulatory requirements appropriate for agriculture sustainability and regulatory compliance while maintaining the economic viability of those involved in agriculture.
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IRG Working Group Update Work to be Accomplished • Identify all federal regulatory agencies with oversight over agriculture manufacturers, retailers, service providers, or producers. • Identify by state, the state regulatory agencies with oversight over
agriculture manufacturers, retailers, service providers, or producers. • Identify the laws (by specific title) to be reviewed and evaluated. • Develop communication plan to AgGateway Councils for work completed. • Develop communication plan to federal and/or state regulatory agencies for
issues that AgGateway membership or AgGateway projects require.
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IRG Working Group Update Personnel Needs – Individuals are needed from all AgGateway Councils • Chair – Dennis Daggett • Vice-Chair: Supports IRGWG Chair; representative of IRGWG to Privacy and Security • • •
• • •
Committee Federal Government Liaison – Dennis Daggett Data Privacy and Protection Liaison: point person to coordinate communication between IRGWG and company IT security personnel to identify data privacy and protection Crop Protection Liaison: point person to coordinate communication between IRGWG and Crop Protection Council and Specialty Chemical Council on pesticide and herbicide regulatory issues – federal and state Crop Nutrition Liaison: point person to coordinate communication between IRGWG and Crop Nutrition Council on fertilizer and related regulatory issues – federal and state Feed and Grain Liaison: point person to coordinate communication between IRGWG and Crop Nutrition Council on feed, animal nutrition, and related regulatory issues – federal and state State Government Liaison(s): point person, selected by state, to communicate regularly with appropriate individual state government agencies regarding AgGateway projects; communicate back to IRGWG on government interaction and communication. • CA – Joan Vernon
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Communications Working Group Update Shannon Haringx
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Communications Working Group Progress to Date • Flyers are all in place for: SPADE, PAIL, Reference Data API, ADAPT, and Core Documents • InfoAg upcoming – flyers and placards will be provided • Press Releases upcoming for InfoAg, Core Documents, and PAIL standards • Newsletter articles to be developed for Core Documents, PlugFest, and InfoAg • Branding Strategy developed (Dan Berne); Branding Guidelines are next step in
development • PAC Onboarding process developed for new member engagement • Social Media Strategy in development
Challenges • Corralling social media – good engagement; working on an organized approach
Help Needed • Request to send presentations/materials to post in the toolbox for easy access.
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PAC New Member Engagement Process
• Project Leader / Product Owner Does: • Maintain a list of tasks within each product (kanban board) that need resources to engage and assign one or more tasks to the newcomer to ensure continued involvement • Assign a mentor to periodically touch base with newcomer to ensure they are continuing engagement and have an understanding of what is going on with respective activities • Project Leader / Scrum Master Does: • Ensure newcomer is included in conference calls • Each product team maintains a list of members on home page - be sure newcomer is added • Get newcomer added to respective mailing lists 2016 Mid-Year Meeting
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Branding Strategy & Architecture Dan Berne
2016 Mid-Year Meeting
Brand Strategy Objectives • Eliminate confusion in our communications, presentations and • • •
• •
marketing collateral. Avoid confusion or detraction from the AgGateway brand. Align on a formal approach to branding of PAC products/projects to support consistent communications efforts. Use recognized terms within the industry and with standards organizations at the project/product level (descriptive and specific) that hold lasting meaning. Ensure each brand asset remains connected with AgGateway in the mind of the public. Leverage name recognition (e.g. SPADE) already in the market. 2016 Mid-Year Meeting
What We Took into Consideration • AgGateway’s Mission • The role of branding • Positioning • Equipment Manufacturers
• Input Manufacturers • Growers
• Brand Architecture Examples • Intended use of “Enabled by AgGateway” logo • Use of Trademarks • Stakeholder needs and interests
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Brand Architecture Terms
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Monolithic Brand Architecture Example
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Ingredient Brand Examples
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Brand Extension Example Clorox 2
Clorox 2
Bathroom
Green Works
Clorox bleach
Towels and tools Kitchen / all purpose
Pro Results Outdoor
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• For AgGateway members only. Companies must obtain permission by AgGateway before using. • Signals to the agricultural industry that the company is actively involved in promoting and enabling eBusiness in agriculture, and further promotes AgGateway’s eBusiness resources to help broaden their use and thus greater connectivity. • Usage: to be used by the company on appropriate materials (e.g., products, websites, communications and marketing materials). • Can only be used in connection with products and services that utilize AgGateway eBusiness resources. • Does not represent an endorsement by AgGateway.
2016 Mid-Year Meeting
Trademarks • Service Mark: refers to a unique service. Appears on any form
of advertising and promo lit. Does not require filing federal registration. • Trademark: a claim of ownership used to alert the public, but is
not federally registered. • Registered Trademark trademark that is federally registered.
Higher level of protection; higher costs.
2016 Mid-Year Meeting
Positioning the Brand Assets
2016 Mid-Year Meeting
Recommended AgGateway Brand Architecture Master Brand
Ingredient Brand
Branded Platforms (Sub-Brands Endorsed by Master Brand)
Trademarked or Service Marked Names Category Extensions
AGIIS AIDC ADAPT Ag Glossary Core Documents
Ag eStandards
AgXML
AgGateway Core Documents for Irrigation 2016 Mid-Year Meeting
Recommended AgGateway Brand Architecture Brand Asset
AgGateway Sub-Brands with Registered Trademark Names Trademarked (Service Marked) Names Can use extensions for vertical market uses
Intended Use
Examples
• Master Brand • Endorser Brand
AgGateway website and communications
• Ingredient Brand to help grow AgGateway membership
Currently as described in the Application for Use
• Promote as key contributions • Protect the asset name
• • • •
• Identifies products from AgGateway Not as tightly controlled as Branded Platforms
• AgGateway Core Document for Field Operations • Ag eStandards • AgXML
AgGateway’s Reference Data ADAPT by AgGateway AGIIS AgGateway’s AgGlossary
2016 Mid-Year Meeting
What About Projects? • Not branded elements • Project name can be used to communicate info about the
project within, and outside of, AgGateway • Goals, Status, Membership, etc. • Recruit new members • Provide historical context • Should not use their own logo; should use the master brand Examples: • AgGateway’s SPADE Project includes Ag Core Documents for field operations. • AgGateway’s PAIL project focuses on irrigation.2016 Mid-Year Meeting
PAC Branding Relationships2016 Mid-Year Meeting
Next Steps • Write a set of Branding Strategy Guidelines for communications
and marketing collateral • On PAC Communications wiki site next week
• Jeremy presented overview to Board; well accepted
• Review written guidelines with Board and determine next steps
and structure for building AgGateway’s brand value • Relook at use of the Enabled by AgGateway logo • Questions? Concerns? Proposals? - connect with the PAC Communications Committee
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Liaisons
Mike Santostefano
2016 Mid-Year Meeting
Committee Liaisons ADAPT Architecture Communications Conference: DP&S DOC Education Membership S&G Management Team
Tarak Reddy Dave Rye Brandon Olstad Dennis Daggett Deb Casurella Mitch (Ag Connections) Sid Parks Shannon Haringx Dennis Daggett / Andres Ferreyra Patrick Sanders
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THANK YOU!
2016 Mid-Year Meeting
2016 Mid-Year Meeting
AgGateway Antitrust Guidelines Antitrust Guidelines Review • Do not discuss with competitors your own, or a competitors’, prices; do not
discuss anything that might affect prices, such as costs, discounts, terms of sale, profit margins or any other competitively sensitive information. Do not discuss capacity or output. • Do not stay at a meeting where any such talk occurs. • Do not make general announcements or statements at AgGateway meetings about your business secrets, such as sales strategies, new product development, capacity expansion or restrictions, or any such intended activity. • Do not talk about what your company plans to do in specific markets, or with certain classes of customers, or with regard to types of products. 2
2016 Mid-Year Meeting
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PAC Mission To facilitate the development of industry standards, guidelines and communication protocols; and promote implementations to enhance the ability of end users to capture the value of the precision ag technologies and systems. Additionally, to review the current state of the industry encompassing the entire precision ag value chain, identifying issues and opportunities for collaboration.
2016 Mid-Year Meeting
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Agenda • Approval of Previous Meeting • AgGateway Board updates • Vice-Chair Elect position • Project updates • SPADE3 • PAIL • Working Group updates • Remote Sensing • Insurance, Regulatory, and Government Relations • Communications Working Group • AgGateway branding strategy • Council/Committee Liaisons 2016 Mid-Year Meeting
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Previous Meeting Minutes
Be it resolved that the Precision Ag Council approve the minutes from the February 4, 2016 PAC Meeting.
2016 Mid-Year Meeting
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Membership Update • 124 current members • 16 companies and 5 individual members added since July, 2015
2016 Mid-Year Meeting
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BOD Update Changing AgGateway - Ensuring Success Mike Santostefano
2016 Mid-Year Meeting
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Why are we making changes? • As approached our 10 year anniversary,
recognized significant progress made, but realized significant work still remained to be done. • Enlisted a group of member companies executives (the OSWG) to evaluate whether we needed to make changes to AgGateway’s organizational structure and/or policies and procedures to ensure success • The OSWG realized time required to lead a council had increased significantly and was primarily operational role, and that AgGateway needed both operational and strategic oversight 2016 Mid-Year Meeting
9
What changes were recommended? • Split strategic and operational responsibilities of the current
BOD (and Management Team) and assign to two complementary groups: Strategic Directors and Operational Directors • Require that all assets developed in the future, originate as part of a project or as a stand-alone project. • Add one or more Membership Tiers above the current Tier 1, and/or develop a mathematical formula for Tier 1 companies that would add a set amount to their dues based on the amount by which a company’s revenue exceeds $2B. • Create a plan to increase reserves to 50% of the annual operating budget within 5 years. 2016 Mid-Year Meeting
10
What has the AgGateway BOD done? • Approved the recommendations in large part as presented • Developed and began implementation of structural transition
plan • Defined roles/responsibilities, composition, criteria for participating member representatives, processes for populating, etc. for the Strategic Board and the Operational Management Board. • Established a financial working group to review membership dues structure and create a recommended structure and plan to increase reserves
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What will AgGateway look like?
Strategic Board* • Title: Board of Directors • #: Nine (9) Directors plus CEO • Selection: Nomination Process,
Executive Committee validates, BOD approves slate; Member Vote • BOD chooses Chair/Vice Chair • Term: Staggered, 3 years
Operational Board* • Title: Operational Management • • • •
Board #: Equals number of councils plus COO Selection: By each Council OMB elects Chair/Vice Chair Term: Staggered, 2 years
2016 Mid-Year Meeting
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What do I, as an AgGateway member, need to do? • Review the resources and information available at • • • •
http://www.aggateway.org/AboutUs/OrganizationStructure.aspx Review the criteria for representatives and start considering who you might want to nominate for the Strategic BOD Look for email blasts and newsletter articles with additional information about the nomination and election processes Submit nominations for Strategic Board representatives AND Council Vice Chairs between August 24 and September 16, 2016 Member primary contacts look for ballots on September 26 and return with your votes no later than October 10th 2016 Mid-Year Meeting
13
Vice-Chair Elect Position • Serves 1 year term – Nov 1 through October 30 (term
of service is from Jan 1 to Dec 31) • Is elected by the PAC • Takes the PAC Vice-Chair position at the end of the Vice-Chair’s term • Responsibilities • Learn the PAC process, working groups, project, etc. • Assist with PAC working groups • Fill in for Vice-Chair or Chair if necessary
2016 Mid-Year Meeting
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Create Vice-Chair Elect Position
Be it resolved that the Precision Ag Council approves the formation of a Vice-Chair Elect position as presented with the first term beginning at this November’s annual meeting.
2016 Mid-Year Meeting
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SPADE Project Update Standardized Precision Ag Data Exchange Chair: Ben Craker Vice-Chair: Shannon Haringx Project Manager: Jim Wilson 2016 Mid-Year Meeting
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SPADE3 Progress • Active Products: • CART (PO: Mary Tangen; SM: Maria Spiker) • Crop Nutrition (Fertilizer & Manure) (PO: Joe Tevis, SM: Spencer
Hammer) • Reference Data API (PO: Arren Mund; SM: TBD) • Regulatory Reporting (PO: Dennis Daggett, SM: Andres Ferreyra) • WAVE (PO: Ben Craker; SM: Randy Nuss)
• Products on hold/needing more involvement • Scouting (PO: Andres Ferreyra; SM: Charles Hillyer)
2016 Mid-Year Meeting
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SPADE 3 Management Team Update Progress to Date • Most products running and making progress • Transition Communications & Marketing product team to PAC Working
Group • Focus on Implementation and completing deliverables
Challenges • Busy season has all products losing a little momentum/participation • Many team members are working multiple products stretching resources
thin
Help Needed • Always looking for new participants
2016 Mid-Year Meeting
18
SPADE 3 Product Update - CART Progress to Date • Working on wrapping up Data Buckets • Have BPMN webcasts recorded
Challenges • Harmonizing common commodity codes
Help Needed • Working to gap check ADAPT data model • Reviewing data buckets
• Create new BPMN based on recordings of discussion of SPADE 2 BPMN’s
2016 Mid-Year Meeting
19
SPADE 3 Product Update - Crop Nutrition • Progress to Date • Merging of Commercial Fertilizer and Manure Products to form the Crop Nutrition Product • Documented municipal waste use case and BPMN
• Challenges • Standards for fertilizer product ID • Integration of multiple soil test controlled vocabularies in a standard framework…OAGIS, ISO 19156. • Help Needed • Complete User Stories • Normalizing (if possible) Manure Management Plans across states…globally? 2016 Mid-Year Meeting
20
SPADE 3 Product Update - Reference Data API Progress to Date • API designs • Directory service design • Start on the demos & final API documentation
• Gaining momentum with PAIL to integrate sensors into equipment API
Challenges • Finding the time to complete the work • Small team
Help Needed • Manufacturer contacts for feedback • Experts in areas for list definitions 2016 Mid-Year Meeting
21
SPADE 3 Product Update - Regulatory Reporting Progress to Date • Working on review of RMA data buckets, proposing contextitems for use
in ADAPT • Good interest from USDA CIO’s working to get regular calls scheduled again
Challenges • Maintaining continuity of contacts with regulators with retirement and
change of administration impacting personnel
Help Needed • Team members who are interested in the impact of government
regulation on agriculture and are knowledgeable of government agencies
2016 Mid-Year Meeting
22
SPADE 3 Product Update - Scouting Progress to Date • Looking to leverage ISO19156 work from PAIL • Minimal progress in the product due to lack of participants
Challenges • Need people interested to drive project forward
Help Needed • Team members who are interested in the domain of human-mediated
field data collection (scouting, soil testing, etc.)
2016 Mid-Year Meeting
23
SPADE 3 Product Update - WAVE Progress to Date • Several completed user stories • A couple completed BPMN’s • Good coordination conversations with AEF PT9:FMIS-EDI
Challenges • Progress to data buckets has been slow • Project encompasses a lot of topics, has lost a little focus as a result
Help Needed • Need a few more user stories and the corresponding BPMN’s • Need BPMN drawing support, have people that can tell the story but not
familiar with BPMN notation 2016 Mid-Year Meeting
24
PAIL Project/WMWG Update Chair: Aaron Berger Vice-Chair: Diganta Adhikari Project Manager: Dan Berne 2016 Mid-Year Meeting
25
PAIL Will Be Submitted as One Standard, with Multiple Parts: • Part 1: Introduction • Part 2: Operations (both pivot and drip) • Part 3: Observations and Measurements • Part 4: Pumps, Flow Meters and Energy
Additional parts can be added over time
Need to find more members for ASABE Committee and start meetings
2016 Mid-Year Meeting
Key Activities • Finishing Up Implementation Guide
• Working to finalize formats for weather data • Significant progress on pumps, flow meters and energy • Repeating at least one of the Beta Tests • Drip Irrigation sprint set launched • Goals and scope defined • Grower profiles created • Netafim has committed to join AgGateway and PAIL
26
2016 Mid-Year Meeting
27
ASABE/ISO Work Spanish Group Working on Irrigation Standards for EU and beyond • Remote monitoring and control of irrigation systems • Mostly hardware components • Stops at farm gate; may be overlap with scheduling irrigation work orders • Not a lot, if any, input from manufacturers • 600+ pages of documentation
ISO TC 23 SC 18 Meeting held in Montpelier • Andres Ferreyra and Charles Hillyer attended + Steve Smith • Presented PAIL and our intent to work through ASABE • Demurred from creating one super standard; we would oppose theirs as a draft
standard, but work with them • Setting up meetings with PAIL and Spanish Team https://aggateway.atlassian.net/wiki/display/PAIL/ISO+TC23+-+SC18+-+WG8+from+Spain
2016 Mid-Year Meeting
28
PAIL API • Though originally out of scope, members are seeing a need to
have an API • For reference data API, we reviewed SPADE 3’s proof of concept API • Stuart Rhea looking at WC3 (World-Wide Web Consortium) • http://www.w3.org/TR/2016/WD-dwbp-20160519/
2016 Mid-Year Meeting
29
Remote Sensing Working Group Update Chair: Nathan Stein Vice-Chair: Nick Morrow 2016 Mid-Year Meeting
30
RSWG Update Progress: • Scheduled and carried out meetings every other week on
Thursdays at 3PM Central • Recently elected Nick Morrow to the Vice-Chair position • Started creation of stories, began project charter • Will discuss charter more at MYM
Issue: • Ever since meetings went to every other attendance dropped
off
2016 Mid-Year Meeting
31
Insurance, Regulatory, and Government Relations Working Group Update Co-Chair: Dennis Daggett Co-Chair: Andrews Ferreyra 2016 Mid-Year Meeting
32
IRG Working Group Update Progress to Date • Documented “purpose” of the IRG Working Group – approved • IRGWG is organized to actively review regulations implemented by
governments and regulating bodies which directly impact production agriculture. • IRGWG will identify and maintain private sector engagement with regulators to communicate the agriculture private sector position and impact of regulations within the framework of data definitions, data sharing, and data control and privacy. • IRGWG shall represent AgGateway membership as neutral liaisons to the federal and state regulatory agencies striving to achieve regulatory requirements appropriate for agriculture sustainability and regulatory compliance while maintaining the economic viability of those involved in agriculture.
2016 Mid-Year Meeting
33
IRG Working Group Update Work to be Accomplished • Identify all federal regulatory agencies with oversight over agriculture manufacturers, retailers, service providers, or producers. • Identify by state, the state regulatory agencies with oversight over
agriculture manufacturers, retailers, service providers, or producers. • Identify the laws (by specific title) to be reviewed and evaluated. • Develop communication plan to AgGateway Councils for work completed. • Develop communication plan to federal and/or state regulatory agencies for
issues that AgGateway membership or AgGateway projects require.
2016 Mid-Year Meeting
34
IRG Working Group Update Personnel Needs – Individuals are needed from all AgGateway Councils • Chair – Dennis Daggett • Vice-Chair: Supports IRGWG Chair; representative of IRGWG to Privacy and Security • • •
• • •
Committee Federal Government Liaison – Dennis Daggett Data Privacy and Protection Liaison: point person to coordinate communication between IRGWG and company IT security personnel to identify data privacy and protection Crop Protection Liaison: point person to coordinate communication between IRGWG and Crop Protection Council and Specialty Chemical Council on pesticide and herbicide regulatory issues – federal and state Crop Nutrition Liaison: point person to coordinate communication between IRGWG and Crop Nutrition Council on fertilizer and related regulatory issues – federal and state Feed and Grain Liaison: point person to coordinate communication between IRGWG and Crop Nutrition Council on feed, animal nutrition, and related regulatory issues – federal and state State Government Liaison(s): point person, selected by state, to communicate regularly with appropriate individual state government agencies regarding AgGateway projects; communicate back to IRGWG on government interaction and communication. • CA – Joan Vernon
2016 Mid-Year Meeting
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Communications Working Group Update Shannon Haringx
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Communications Working Group Progress to Date • Flyers are all in place for: SPADE, PAIL, Reference Data API, ADAPT, and Core Documents • InfoAg upcoming – flyers and placards will be provided • Press Releases upcoming for InfoAg, Core Documents, and PAIL standards • Newsletter articles to be developed for Core Documents, PlugFest, and InfoAg • Branding Strategy developed (Dan Berne); Branding Guidelines are next step in
development • PAC Onboarding process developed for new member engagement • Social Media Strategy in development
Challenges • Corralling social media – good engagement; working on an organized approach
Help Needed • Request to send presentations/materials to post in the toolbox for easy access.
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PAC New Member Engagement Process
• Project Leader / Product Owner Does: • Maintain a list of tasks within each product (kanban board) that need resources to engage and assign one or more tasks to the newcomer to ensure continued involvement • Assign a mentor to periodically touch base with newcomer to ensure they are continuing engagement and have an understanding of what is going on with respective activities • Project Leader / Scrum Master Does: • Ensure newcomer is included in conference calls • Each product team maintains a list of members on home page - be sure newcomer is added • Get newcomer added to respective mailing lists 2016 Mid-Year Meeting
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Branding Strategy & Architecture Dan Berne
2016 Mid-Year Meeting
Brand Strategy Objectives • Eliminate confusion in our communications, presentations and • • •
• •
marketing collateral. Avoid confusion or detraction from the AgGateway brand. Align on a formal approach to branding of PAC products/projects to support consistent communications efforts. Use recognized terms within the industry and with standards organizations at the project/product level (descriptive and specific) that hold lasting meaning. Ensure each brand asset remains connected with AgGateway in the mind of the public. Leverage name recognition (e.g. SPADE) already in the market. 2016 Mid-Year Meeting
What We Took into Consideration • AgGateway’s Mission • The role of branding • Positioning • Equipment Manufacturers
• Input Manufacturers • Growers
• Brand Architecture Examples • Intended use of “Enabled by AgGateway” logo • Use of Trademarks • Stakeholder needs and interests
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Brand Architecture Terms
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Monolithic Brand Architecture Example
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Ingredient Brand Examples
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Brand Extension Example Clorox 2
Clorox 2
Bathroom
Green Works
Clorox bleach
Towels and tools Kitchen / all purpose
Pro Results Outdoor
2016 Mid-Year Meeting
• For AgGateway members only. Companies must obtain permission by AgGateway before using. • Signals to the agricultural industry that the company is actively involved in promoting and enabling eBusiness in agriculture, and further promotes AgGateway’s eBusiness resources to help broaden their use and thus greater connectivity. • Usage: to be used by the company on appropriate materials (e.g., products, websites, communications and marketing materials). • Can only be used in connection with products and services that utilize AgGateway eBusiness resources. • Does not represent an endorsement by AgGateway.
2016 Mid-Year Meeting
Trademarks • Service Mark: refers to a unique service. Appears on any form
of advertising and promo lit. Does not require filing federal registration. • Trademark: a claim of ownership used to alert the public, but is
not federally registered. • Registered Trademark trademark that is federally registered.
Higher level of protection; higher costs.
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Positioning the Brand Assets
2016 Mid-Year Meeting
Recommended AgGateway Brand Architecture Master Brand
Ingredient Brand
Branded Platforms (Sub-Brands Endorsed by Master Brand)
Trademarked or Service Marked Names Category Extensions
AGIIS AIDC ADAPT Ag Glossary Core Documents
Ag eStandards
AgXML
AgGateway Core Documents for Irrigation 2016 Mid-Year Meeting
Recommended AgGateway Brand Architecture Brand Asset
AgGateway Sub-Brands with Registered Trademark Names Trademarked (Service Marked) Names Can use extensions for vertical market uses
Intended Use
Examples
• Master Brand • Endorser Brand
AgGateway website and communications
• Ingredient Brand to help grow AgGateway membership
Currently as described in the Application for Use
• Promote as key contributions • Protect the asset name
• • • •
• Identifies products from AgGateway Not as tightly controlled as Branded Platforms
• AgGateway Core Document for Field Operations • Ag eStandards • AgXML
AgGateway’s Reference Data ADAPT by AgGateway AGIIS AgGateway’s AgGlossary
2016 Mid-Year Meeting
What About Projects? • Not branded elements • Project name can be used to communicate info about the
project within, and outside of, AgGateway • Goals, Status, Membership, etc. • Recruit new members • Provide historical context • Should not use their own logo; should use the master brand Examples: • AgGateway’s SPADE Project includes Ag Core Documents for field operations. • AgGateway’s PAIL project focuses on irrigation.2016 Mid-Year Meeting
PAC Branding Relationships2016 Mid-Year Meeting
Next Steps • Write a set of Branding Strategy Guidelines for communications
and marketing collateral • On PAC Communications wiki site next week
• Jeremy presented overview to Board; well accepted
• Review written guidelines with Board and determine next steps
and structure for building AgGateway’s brand value • Relook at use of the Enabled by AgGateway logo • Questions? Concerns? Proposals? - connect with the PAC Communications Committee
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Liaisons
Mike Santostefano
2016 Mid-Year Meeting
Committee Liaisons ADAPT Architecture Communications Conference: DP&S DOC Education Membership S&G Management Team
Tarak Reddy Dave Rye Brandon Olstad Dennis Daggett Deb Casurella Mitch (Ag Connections) Sid Parks Shannon Haringx Dennis Daggett / Andres Ferreyra Patrick Sanders
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THANK YOU!
2016 Mid-Year Meeting
