Autonomow has pivoted from developing an autonomous mowing solution to focusing on developing an autonomous weeding solution. They conducted farm visits and customer interviews that confirmed a strong need from growers for an autonomous weeding solution. Growers indicated they would be willing to pay $100k for a unit and that the target market is larger than initially estimated, including both organic and conventional crops. Key factors that resonate with customers are return on investment, effective customer service, and easy to use equipment.