Right-sizing pilots: getting market systems development projects off the ground

Designing your pilot to be realistic, purposeful and partner-driven provides the stepping stones to systemic transformation.

Pilots are often the starting point for developing scalable and sustainable solutions. They drive systemic change by encouraging key sector actors to think and act differently based on evidence. In doing so, pilots help create more resilient systems. 

They serve as testing grounds for ideas that can shift incentives, expand opportunities and drive change. Practitioners and partners can trial business models, products or services that - if proven viable - can be scaled to reach thousands of clients or marginalised groups.

Yet, many pilots are tricky to get right. Some collapse under overly ambitious targets, while others are too small or unfocused to generate useful learning. Such cases cause frustration, wasted resources and loss of impact. So, how do we design pilots that are not just 'projects' but stepping stones towards systemic transformation? The answer lies in right-sizing… designing pilots that are realistic, partner-driven and purposeful. 

Drawing on insights from market managers and senior professionals from the Commercial Agriculture for Smallholders and Agribusiness (CASA) Programme we outline key strategies to help MSD programmes design and launch pilots of the right proportions to ensure scalability and sustainability.

1. Start with the partner, not the pilot 

It’s tempting to jump straight into design, but the real starting point is the partner. A pilot will only succeed if the partner is genuinely motivated and capable of delivery. 

Go beyond the surface enthusiasm. Is the business truly invested in the model, or just attracted by donor funding? Does leadership support the initiative, or is it driven by one enthusiastic staff member who might soon move on? 

Promising pilots stall because priorities shift, or the partner lacks the systems to manage new risks. Conversely, even simple pilots thrive when partners see alignment with their incentives and remain committed.

Right-sizing starts with pre-due diligence. Understand the partner’s business model, motivations and internal capacity. Ask hard questions early; it’s better to walk away than to invest in a partner who isn’t ready. 

2. Ask the right questions up front 

The difference between an overburdened pilot and a right-sized one often lies in the clarity. Before launching, ask: 

• Intention: what innovation are you testing, and what is the minimum required to demonstrate it? 
• Scale: how many end-users are manageable for a first demonstration? 
• Duration: how long will it take to generate meaningful results - one year, or multiple cycles? 
• Capacity: what systems, staff or infrastructure does the partner need?  
• Investment: what financial contribution from the partner shows ownership and motivation?

These questions shape incentives, risks and outcomes. Asking them early grounds the pilot in reality. 

3. Stay focused on purpose 

A common mistake in pilot design is testing too much at once (financing, distribution and a behaviour change in a single pilot). The result is confused partners, scattered data and unclear learning. 

A right-sized pilot identifies the core element that must succeed for scale. Everything else is secondary. If the goal is to test whether farmers will adopt a new input package, focus on adoption rates first. Issues like repayment or distribution can follow later.

Prioritisation gives clear, actionable insights instead of blurred outcomes. 

4. Balance ambition with realism 

Many pilots start with good intentions but unrealistic expectations. High targets and short timelines look good on paper but often set pilots up for failure. 

A pilot aiming to reach thousands of farmers in one season while testing a new distribution channel and digital tools - quickly becomes unmanageable. When targets slip, the narrative shifts from learning to failure. 

By contrast, realistic pilots achieve more over time. A modest pilot with 200 farmers might not make headlines, but if it builds partner confidence and generates solid evidence, it lays the foundation for scaling to 20,000. 

Right-sizing means defining success at the pilot stage and resisting the urge to solve everything at once. 

5. Keep the conversation flowing 

Pilots are living processes, not static plans. External shocks, partner challenges or simple learning-by-doing require adjustments. Communication is central to right-sizing. 

Strong communication helps practitioners and partners surface challenges early, adapt strategies and avoid wasted effort. When communication breaks down, problems fester until it’s too late. 

Right-sizing recognises that design is only the beginning. Continuous dialogue keeps the pilot on track and enables timely course correction. 

6. Simplicity is strength 

Complex pilots can be exciting but are often hard to manage or replicate. Simple designs offer clarity, make learning easier and reducing risk. 

For instance, a pilot testing farmers’ interest in an out-grower supply model generated powerful insights that informed a nationwide rollout. Had it also introduced credit and insurance, the results would likely have been far less clear. 

Right-sizing means resisting the temptation to overload a pilot with objectives. Focus on essentials first; once  proven, scaling will naturally add complexity. 

Think big, to pilot right 

Pilots are not an end in themselves but a means to systemic change. Their purpose is to generate insights, confidence and momentum that will make scaling possible. 

For MSD practitioners, right-sizing involves applying systemic thinking grounded in accurate information (being realistic about what a pilot can achieve, selective in partnerships, and focused on the learning that matters most). 

When pilots are partner-driven, purposeful and simple, they set the stage for success. Right-sized pilots may start small, but they create the foundations for big impact. 

In the end, the lesson is simple: think big, think systemically and pilot right to achieve impact at scale.