According to market research, “The precision viticulture market is expected to reach $ 1,546.6 million by 2022. The market is driven by government support for the adoption of viticulture modernization techniques. 1
A global market with high potential to be conquered
Another approach consists of evaluating the market via the size and number of properties using a typology derived from available statistical data.
With its SaaS Process2Wine software, ERTUS GROUP has branches in France (Bordeaux, Champagne, and Languedoc), in Canada (British Columbia), and in California (following the acquisition of the company Wine Management System). Beyond showing our ability to adapt to different regions, these experiences have enabled us to assess the needs of producers and to show that Process2Wine responds to a real need in the world wine market.
True to our international development marketing strategy, we are now extending our market research to other wine-producing countries in order to identify and qualify value-added markets. For each of these countries, we study the potential in terms of the number and size of vineyards, cultivation practices, type of business as well as the level of equipment, needs, and expectations of vineyards in terms of information.
Using the information collected, we target countries by market potential, select the best targets for our development, and personalize our communication and marketing strategy.
For each area selected, we will select pilot vineyards that will test Process2Wine, and, based on feedback, our teams will work on technical adaptations of the software to local regulations and translate it into the language of each target country. To date, we have an automated translation tool that allows us to offer the native language of our future users, a characteristic widely appreciated in the US, for example where a large number of users are Hispanic while the managers are English-speaking. Each of them uses the software in a fully translated environment. In addition to French, Process2Wine is now available in English, German, Italian, Spanish, Georgian, and Russian.
Depending on the strategy adopted for each of the target countries, our market entry will be through different channels:
- Indirect sales through the establishment of distribution-integration contracts with local distributor partners of complementary solutions, or contracts for business introducers with manufacturers of wine-making machinery and equipment.
- Direct sales through the deployment of a sales force on site (as we did in California), participation in specialized trade shows and communication in the specialized press, on our website and on social networks.
- Direct sale through E-commerce, directly via our website, to mass sell mobile licenses.
To do this, we are working on the industrialization of customer acquisition and deployment processes from the Start version which should considerably reduce the integration phases. The planned evolution of the solution will allow the customer to migrate from the entry-level Start version to a Premium version by himself with reduced support, via the activation from the application of business modules according to his needs. The learning will be done through automated online training tools such as chatbot.
Ultimately, ERTUS GROUP's ambition is to become a market leader in precision viticulture. Innovation is at the heart of our strategy: we invest 50% of our resources in the research and development of intelligent modules. Since the creation of P2W, ERTUS GROUP has devoted its efforts to acquiring a disruptive technological advance. We have designed and developed several expert modules intended for the premium version to improve our functional coverage and provide high-performance tools to facilitate daily life, which few business software can do to our customers to date.
These modules bring Artificial Intelligence into the vineyards and tomorrow into the cellars, to meet the challenges of the wine and spirits sector.
1 Precision Viticulture Market by Technology, Application, Product / Service - Global Forecast to 2022