Edge Essential

 Edge Essential was designed to deliver smart, reliable farm automation to cost-sensitive markets without sacrificing quality. From touchscreen simplicity to robust environmental controls, it empowers producers with a flexible solution that’s easy to adopt and built to grow. I worked closely with global stakeholders to balance performance with price, ensuring the product met real-world needs in South America and beyond. 

 Facing cost pressures and rising competition in South America, we needed to deliver a viable product fast; or risk losing the market entirely. I proposed repurposing our existing Edge 2 platform by reworking the hardware and tailoring the software. We stripped complexity, added localized features like WhatsApp notifications and poultry-specific tools, and aligned the design to regional infrastructure. The result was a lean, focused product that met real-world needs without overextending the business.

 I developed Edge Essential from concept to execution in under 12 months, cutting the typical development timeline nearly in half. I led the simplification of hardware, repurposing of core software, and localization of features like WhatsApp alerts and poultry-specific tools.

The result: a solution that reduced cost by 65%, improved margin by 50%, and provided producers in cost-sensitive markets with a scalable, competitive alternative. It was a focused, fast-moving strategy that balanced innovation with accessibility.