The Agrinova project is a start-up, launched by a team of corporate entrepreneurs at the corporate offices in India of software giant Intuit Inc. The team has generated a new business idea to deliver text messages to farmers containing daily information about crop prices available at nearby wholesale markets. Farmers have tried a free version of the service and obtained significant price gains. Members of the Agrinova project team have followed the lean start-up process (described in the Appendix) and believe that the new service should be subscription-based. They are now preparing to run their first trial in which farmers will be asked to pay a subscription fee. At the monthly fee they select, what proportion of farmers would need to sign up and pay, so that the project remains on track to meet the targets set by senior executives at the company? Team members need to state their hypothesis before the paid trial begins, knowing that their decision will shape the project's fate
