A good go-to-market strategy educates customers and provides context. Figure out what it takes to change people’s habits and drive adoption; it may not be what you think.
Define your go-to-market strategy
Winning the first hearts
We installed farms in caravans and put them into Berlin’s Prinzessinnengarten, which is an urban gardening project ....”
We decided that we weren’t going to do partnerships, because you don’t learn as much if you work with a partner who does all the difficult things ....”
Go-to-market and communication strategies play a huge role in helping a new product perform at its best and win customers’ hearts ...”
CEO and cofounder, Infarm
Erez Galonska
CEO and founding partner,
White Peak Real Estate
Jesper Jos Olsson
CEO and cofounder, TiNDLE
Andre Menezes
We installed farms in caravans and put them into Berlin’s Prinzessinnengarten, which is an urban gardening project. We held workshops educating people about urban farming, which created awareness and a community of followers around the Infarm concept. Our first customer was somewhat unexpected: 25hours Hotel, an international hotel chain in Berlin. An architect visited our urban farm and was immediately excited to bring it to 25hours Hotel, an opportunity that we hadn’t thought of before. We visited the site, and then started doing research into how we could best bring our concept to the hotel chain. There had been success in growing plants on skyscraper rooftops, which gave us confidence that we could do the same with food production. We built a farm on the hotel’s rooftop and called it the Sky Farm. Word quickly spread, which helped us reach more customers.”
—Erez Galonska, CEO and cofounder, Infarm
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Go-to-market and communication strategies play a huge role in helping a new product perform at its best and win customers’ hearts on the first introduction. At the beginning of a launch, you must teach people how to use a product and what it’s about. We’ve already been told that steak tastes good. If you cook it and it tastes bad, it’s because you didn’t know how to cook it, not because the product is terrible. But for plant-based meat, we don’t know these things, so if something goes wrong during a customer’s first experience, they will say, “That product doesn’t work.” We need to eliminate the chance that customers misunderstand the product.”
—Andre Menezes, CEO and cofounder, TiNDLE
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We decided that we weren’t going to do partnerships, because you don’t learn as much if you work with a partner who does all the difficult things. Also, there’s always a partnership risk. All the challenges that usually make you want to partner with someone were ones we could overcome ourselves. And once we learned to do that, we’d probably be able to scale and build a proper business.”
—Jesper Jos Olsson, CEO and founding partner, White Peak Real Estate
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