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understanding

Bolbhav through

 our data story 

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We are building the foundation of a data cooperative, one step at a time. Bolbhav was launched on April 10th, 2023, in the beta phase with a single use-case of crop sale price data. Since its inception, we have been testing two hypotheses - first, will farmers contribute data and second, will farmers pay to access aggregated data?

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 Farmers contribute  
their crop sale data and earn rewards

Each data unit represents the price at which a crop was sold, captured through the submission of a sales receipt issued by the agricultural market. These receipts contain crucial information such as the market name, crop name, variety, quantity, price, and receipt number. This data undergoes a validation process by both our team and other users. Contributors are rewarded with tokens (our in-app currency) for each successfully validated receipt.

Total Data Units Contributed to Date

Currently, not all users are actively contributing. The incentive of unlocking rewards, which can be converted into money, has led to the emergence of super contributors in each market. These users engage with farmers directly, obtaining consent to upload their sale data. While this approach has maintained a steady influx of daily receipts from every market, it also presents a challenge in fostering a truly cooperative data ecosystem. We are now implementing strategies aimed at achieving a minimum contribution rate of 33% by December 2024.

Percentage of Users Who Have Contributed at Least Once

Data Contribution Trend Over Time

Notes on the data in this section:
  1. This graph displays the daily count of data points contributed over the past 90 days.

  2. Regular dips observed in the graph correlate with market closures on weekends.

  3. To initially boost regular contributions, we employed staff members. This practice was phased out by December 31, 2023, transitioning all contributions to be user-driven thereafter.

  4. The graph accounts for all submitted receipts. On average, 2-3% are rejected daily during the validation process due to duplication or poor image quality.

  5. The percentage of users who have contributed at least once is calculated by dividing count of unique users, who have either contributed or validated a datapoint by the total number of unique phone that has been used for sign up to the application.

  6. The number of total unit contributed to date is calculated by counting the total number of data points submitted until now, including the data that has been rejected in validation.

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 Farmers actively seek  
aggregated data to make better decisions

Users can access aggregated dataset by selecting their preferred crop and market. They are presented with aggregated statistics alongside images of sales receipts for that specific mandi-crop-date combination. This engagement is entirely voluntary, as the product does not have push notifications as of now. Users proactively open the app to view crop prices, indicating a strong, self-motivated interest in the data provided.

Count of Times Aggregated Data is Viewed by Users

We utilize phone numbers as unique identifiers for our users. Each new phone number registered with the application receives a five-day trial period to explore the product. The total number of application installs is nearly half this figure, suggesting that individuals may be using multiple phone numbers to access several trial periods. This trend indicates that farmers are actively seeking ways to continue using the product without incurring costs.

Count of Users, Based on Unique Phone Numbers

Trends in Daily Active Users (DAU)

Notes on the data in this section:
  1. The product, still in its beta stage, has a minimalistic design without push notifications.

  2. Reflecting the dynamic nature of crop prices, farmers frequently access the app multiple times a day to get real-time price updates.

  3. Engagement drops on weekends and public holidays due to the absence of new pricing data, illustrating the direct impact of market activity on app usage.

  4. Similarly, engagement depends on season, harvesting period sees highest engagement.

  5. This graph displays the daily count of data points contributed over the past 90 days.

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 Farmers pay  
to access an aggregated dataset

Users have the option to access the aggregated dataset either by using tokens earned through their contributions, or by purchasing a usage-based subscription. We nudge users to earn tokens by performing different activities on the platform rather than directing them to buy a subscription. Purchasing a subscription is designed as a last resort, and until now, all subscription purchases have been organic.

Number of Unique Users Who Purchased a Subscription At Least Once

Percentage of Variable Expenditure Covered by Subscription Revenue

Our variable expenditure encompasses the costs associated with compensating users for contributing and validating data. Our primary source of revenue is derived from the subscription fees paid by users. The data here indicates the proportion of our variable expenses, from the launch of Bolbhav to date, that has been offset by subscription revenue. Our objective is to reach a break-even point at the gross margin level by December 2024.

Daily count of subscription purchase

Notes on the data in this section:
  1. On 22nd March 2024, we sunsetted the freemium feature of the application, where a user was able to access limited aggregated data for free. This has resulted in a spike in the daily subscription purchase.
  2. This graph displays the daily count of subscriptions purchased over the past 90 days.
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 Farmers stick around  
and bring other farmers

Defying the stereotype that farmers avoid paying for information, our resubscription rate reveals their readiness to invest in actionable data. Given that the need for crop price data aligns with the harvesting season, our service sees longer than usual resubscription periods. With about 20% of users on annual plan, the upcoming year—spanning 3-4 harvest cycles and marking our second operational year—will offer deeper insights into our user resubscription trends.

Percentage of Subscribers Who Resubscribed

Bolbhav's beta version was first introduced to farmers in our established network, with no subsequent marketing activities. Over a quarter of our users joined Bolbhav through referrals. This highlights the critical role that community and word-of-mouth play in our expansion. This also reflects the trust and satisfaction within our user community, and its potential to drive organic growth and engagement.

Percentage of Users Who Came Via Referral

Weekly User Retention

Notes on the data in this section:
  1. The datapoint "Percentage of users who came via referral" is calculated using app installed via referral and total unique phone numbers signed up.
  2. A farmer may not need information on crop price everyday, hence for our product weekly user retention makes more sense.
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