In this scenario, customers have an opportunity to tap into real-time market information from the source in a network of experts. Experts such as farmers (shown below) could choose to make a network and encourage others to subscribe to the network to get real-time market information from the farmers.

Aguilera (2003) tried to address a lack of research on the relationship between Puerto Ricans’ social networks and their income. He used data from the Latin American Migration Project (collected in 1998 and 1999) and examined four hypotheses. These were based in the social capital theory and their purpose was to project the hourly income of Puerto Rican migrants. The study shows that Puerto Rican migrants’ social capital and their income has a positive relationship. The ways in which social capital influences the income for men and women are different, but the effect is always positive. Also, the increased income of Puerto Rican migrants is not a result of ethnic solidarity, but of network diversity which provides labor market information. Aguilera’s (2003) analysis indicates the ability of social networks to supply pertinent labor market information to Puerto Ricans, which they use to get jobs which pay better. Both Puerto Rico and Kenya are developing countries and their populations share similar hurdles in their economic transactions. The relationship between network diversity, market information and income will, more likely than not, be positive for Kenyans as well. 

As far as market prices are concerned, currently, KACE (Kenyan Agricultural Commodities Exchange) informs individuals of the prices of goods such as coffee and sugar, but this practice is not completed for all locations nationwide. KACE only sends out this information for a select few locations such as big cities. While this information can be valuable, it doesn't tell the whole story as prices in regional markets can differ by as much as 300% or more. What farmers really want is updated market information for the markets closest in geographic proximity. What this scenario allows for is that farmers can create a network for their given region and people will sign up for a fee to join this network and get information from the farmers. Each day, or as prices change, the farmer experts on this network will push messages out to the subscribers regarding current market information and current prices for goods. They are providing a lot of value to these subscribers because they will actually be passing on relevant prices as opposed to just the prices in big cities which may not make much sense or even be close to accurate in other locations.

Harold (2009) offers four reasons why farmers markets work in a time of economic downturn: farmers markets offer open information, the buyers are trying to find value for money and can sample the fare, the system enables smart, safe transactions because the traders and buyers know each other and there is honesty and camaraderie for the same reason. These four strengths of a small market can be harnessed while increasing the net profit the traders enjoy, if they find a tool (such as WishVast) to have easy access to the information they need, expand their networks build a reputation among and relationships with their fellow traders.

According to a study done by Carnegie Mellon University, when asked, 100% of farmers in Kenya said they would be willing to pay as much as 40 ksh for this type of market information since nothing currently exists that can concisely convey this information. Based on the market information that these customers receive, they may manage their life/business/finances differently, or they may be able to target specific days or watch specific trends to determine when to buy that product (such as the aforementioned coffee or sugar). References:

Aguilera, Michael (2003)"The Impact of Social Capital on the Earnings of Puerto Rican Migrants" Paper presented at the annual meeting of the American Sociological Association, Atlanta Hilton Hotel, Atlanta, GA Online <.PDF>. 2009-04-11 from http://www.allacademic.com/meta/p107813_index.html

Jacob Harold (2009) Learning From the Farmers’ Market. 2009-4-11 from http://www.alliancemagazine.org/node/1968