Business model canvas analysis on Greek farms implementing Precision Agriculture.

The main aim of this paper is narrowing the innovation divide on entrepreneurship and the effective application of sustainable Precision Agriculture (PA). For this purpose, the Business Model Canvas (BMC) analysis was carried out for farms belonging to different crop sectors in Greece. The goal is to present how the use of BMC methodology analyses the entrepreneurial formula of farms that have successfully implemented PA technologies. Furthermore, it can be a new tool towards “Agriculture 4.0” to support companies that could invest in PA in order to grow economically and, at the same time, decrease the environmental impact. To succeed this, 5 BMC analyses were performed and SWOT analysis to investigate barriers, drivers, benefits, and impact, according to the entrepreneur’s perception, towards the implementation of PA technologies. Finally, there was evaluation research of the BMC experience from both the interviewed farmers’ and interviewers’ point of view. The results of this analysis showed that the samples of the five cases have a common attitude regarding PA. On the one hand, the barriers highlighted where the lack of knowledge, lack of support systems and high investment costs. On the other hand, the benefits where higher quality productivity and profitability and lower environmental and control costs. As for the drivers and the expected impact, all farmers agreed on the development of a more environmentally friendly sustainable agriculture with reduced costs. Finally, this paper clarifies how the “human factor” is the element key to motivate farmers to adopt PA practices.