S

Objectives

At the end of the session, the participants will be able to:

S Explain what is documenting AE Journey;

S Discuss the objectives of documenting AE Journey;

S Demonstrate the use of the tools of case writing focus on

process-focus caselet; and

S Craft and initial output of process-focused caselet based on

the AED Steps 1 to 3 experience.
S One of the requirements under the Linking
Smallholder Farmers to Markets (LinkSFarM) is to
come up with case and video documentations on
the milestone activities on agro-enterprise
development per site;
S It is necessary that the case documentation of
important activities which were undertaken under
the eight (8) steps approach on AED clustering be
made part of the major outputs at the end of the
project.
S Likewise, Case documentation should be
accompanied with video documentaries to further
reinforce the written case.
S For this session we will focus our discussion
only on how to prepare the process-focused
caselet (based your AED Steps 1-3
Journey/Field Implementation).
S The milestone-focused caselet and the
preparation for doing the video
documentation will be discussed in AE
Course 3.
 WHY WRITE
SUCCESS STORIES?

S We are going to tell stories as we

are eyewitnesses to change;
S We are going to document what
we are seeing, what we ourselves
going through – in relation to
the impact of LinkSFarM
Project in the communities
 WHAT ARE WE
GOING TO NARRATE?

How LinkSFarM Project is changing:

S countryside;
S individuals and neighborhoods;

S family with a member who is entrepreneur;

S Farmer organizations (coops, associations, clusters);

S whole barangay/whole community

 WHAT ARE WE
GOING TO NARRATE?

We will write about the then and the now (before & after).

S How were the central characters of your story before the

LinkSFarM project was introduced to them?

S How the LinkSFarM project changed their attitude, their

economic status, their status in the community?

S Central figure – the story will revolve around an entity

– a strategy, a change, a farmer clusters – one of the
elements, two of them or all of the above.

S You need to support your focus.

 Supporting Characters

S The LinkSFarM officials who helped bring about change;

S The local leaders/the LGU representatives (focal persons)

who organized their constituents, facilitated implementation
activities;

S The neighbors, the friends, the families who witnessed the

change and supported the main character; and

S The community who watched, wondered, and later joined in

the undertaking.
 What is the most striking to
you?

S That everybody is earning now?

S Impact of the project in the community?

S The approach?

S Is it unique?

S Is it the change in the situation?

S Is it the flurry of activities now going on in the

project site?
Caselet: Process-Focused Suggested
Flow

1. Opening paragraphs
2. Background or general setting of the
case
3. Specific area of interest
4. Processes, alternatives or choices,
decisions
5. Conclusion
6. Ending paragraphs
 Caselet: Process-Focused Suggested
Flow

S Opening Statement - Choose an incident,

dilemma, dialogue, observation, and challenge
in a situation. This is one or two paragraphs
that calls attention to the story in the case. It
can be a dialogue or an issue (or an event).
S Background – geographical location, farming
marketing situation, entry of FBS Project
 Caselet: Process-Focused Suggested
Flow

S Specific area of interest - this may include the

constraints/problems/issues that the farmers had
experienced before the implementation of the
project. Example: constraints of traders’ buying
cash, lack of buying fund
S Processes, choices, decision – how the
constraints/problems/ issues and concerns were
solved thru the clustering approach implemented.
 Caselet: Process-Focused Suggested
Flow

S Ending Paragraphs - Lessons learned that

have gotten from the process undertaken
which can be written in terms of
recommendation in other project
implementation.
S Number of pages (max.): 2
with attached pictures
(excluding annexes)
 Case Writing Activity

Step/Process Topic
Step 1 – • Getting local institutions to
Partnership & collaborate for AE support
Cluster formation
• Gathering supply and market
information by the local
research team
• Convincing individually
producing farmers to join a
cluster for group marketing
 Case Writing Activity

Step/Process Topic
Step 2 – Product • Getting consensus in
Selection and selecting a product for group
Supply marketing
Assessment
• Putting together a cluster
supply plan
 Case Writing Activity

Step/Process Topic
Step 3 – Market • Understanding buyers’
visit requirements through an
interview
 Example: (LinkSFarM Project)

Opening: Choose an incident, dilemma, dialogue, observation,

challenge in a situation

Closing: Lessons learned or more hard questions raised

1. Opening paragraphs: Franklin Baker is willing to pick up

the clusters’ dehusked coconut from the site as long as it is
an economical load of a truckload. Will the farmers be
able to consolidate everytime 12 tons to fill up the truck?

2. Background – geographical location, farming marketing

situation, entry of LinkSFarM
3. Specific area of interest - constraints of traders’
buying cash, lack of buying fund

4. Processes, choices, decision – cluster supply planning,

ARBO role in accessing finance, link to Landbank

5. Ending Paragraphs - Lessons learned: success of

product consolidation requires not just supply
planning but also availability of buying fund to
address “kaliwaan”
 Workshop: Writing a Process-
Focused Caselet
Instruction:
S The process-focused caselet/case study
writing will focus on the success stories that
was undertaken during the implementation
of the AED 8 steps Clustering Approach.
S The group shall agree on what story will be
written based on your AE Journey/
experiences particularly in Steps 1 to 3
 Workshop: Writing a Process-
Focused Caselet
S Suggested Format:
1. Opening paragraphs
2. Background or general setting of the case
3. Specific area of interest
4. Processes, alternatives or choices, decisions
5. Conclusion
6. Ending paragraphs

S Maximum of 2 pages including the attached picture

S Maximum of 1 hr activity
 Presentation of Workshop
Outputs: Process-Focused Caselet
 TIPs in Documenting
Stories/Caselets Responses
Listen attentively. It is important that
the documentor has excellent listening
skills and write fast enough to note the
important details of every sharing/story
told.

Specify. Document every detail of the stories told.

Include notes on facial expressions and the observable
non-verbals made by participants.
 TIPs in Documenting
Stories/Caselets Responses
Clarify. Probe deeper until everything
is clearly understood.

Avoid making interpretation and

generalizations. Do not replace feelings/
experiences with concepts.

Breakdown long stories into phrases without

sacrificing essence and important details.
 TIPs in Documenting
Stories/Caselets Responses
Pay attention to “Gold Nuggets”. In every sharing of story,
you can find “gold nuggets” (e.g. valuable insights/
impressions, remarkable/distinctive experiences; noteworthy
observation, a “wow” or an “AHA”).

Probe further until everything is already understood.

However, avoid interrogatory type of questions. Use open
ended questions as much as possible rather than closed
questions (Answerable by yes or no; agree/disagree; etc.).
 KEY LEARNING POINTS

S Documentation is the recording of events, stories, experience

and reflection as the farmers and the AE facilitators undertake
the AE journey.

S It is to tell the AE Journey to build awareness and appreciation

of the AE process, to contribute to deeper understanding of its
processes, and to guide action for improvement (be it the
implementers or the supporters) as well as to inspire others to
adopt AE.

S There are two documentation outputs being encouraged – the

caselets (both process focused and milestone caselets) and a
video production to “breathe life” into the stories.
Thank You …