Startups in agtech AREN'T companies, they're MOVEMENTS.
Traditional businesses have their playbook – moats, partnerships, relationship-building, market mapping... you've seen the drill.
But startups? They're on another wavelength. They are dependent on a market inflection point.
Think of the GPS technology that came out in the iPhone 4s – universally accessible, yet it was the visionaries at Uber & Lyft who harnessed this technological innovation to create multi-billion dollar businesses.
When mentoring startups, my 3 first questions are:
⏲ Why now?
👥 Why us?
❓ Why should our customers do anything at all?
It's tempting for new players, especially in the agtech space, to claim superiority over predecessors. But with limited resources and team size, the claim needs more than just words. It's about recognizing market gaps and building novel narratives.
In essence, startups shouldn't just look to grab a slice of the pie. They should aim to bake a whole new one. 🥧
Hungry for more insights on being different and not better? Dive into my latest conversations on the Rural Sales Podcast with my friend St John Craner. Links are below!
Advancing Agritech Marketing w/ Dan Schultz (pt. 1)
Advancing Agritech Marketing w/ Dan Schultz (pt. 2)
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