Our experience is confronting – we’re scientists and science enablers with a goal: seeing good inventions or ideas deliver profitable results in food, fibre and biotech industries. Yet so many innovative ideas are left unexploited by simple miss steps and poor design. Design, isn’t that part of good due process? Well, yes…obvious, right?
Ag-innovation must design and deliver a compelling value proposition. The winners that we observe have two characteristics. They:
Timing and positioning matter. Some excel in the short-term but most take years to achieve market penetration and scale, while much innovation produces nothing by poorly addressing 1. There is no secret sauce. Let’s look at precision (‘decision’) agriculture.
Precision Agriculture is the parent to so much of what we see in the current AgTech conversation. But in Australia, PA took more than 10 years to deliver significant industry impact. Price point, user experience and perceived return were key.
To deliver valuable innovation, as a start-up or scientist: