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It cant get any more niche than that.
Your best bet is to look at the big picture.
How do developments within your industry impact people in their daily lives?
How do they impact the causes or issues they care about?
The pressure is aggravated by the global effects of a changing climate on food production worldwide.
At the same time, the technological advances are huge!
A farmer 10 years ago worked in a completely different way than they do today.
Having all these challenges in mind, you just have to get excited about innovation in this sector!
For Yael Alter, CEO of egg sex determination startupSoos, this was a big challenge.
There are difficulties in growing while associated with the AgriTech sector.
In addition, these solutions are usually restricted with heavy regulation and require mass amounts of capital to fund.
Soos groundbreaking technology makes it possible to determine and change the sex of eggs before they hatch.
But why should anybody not working in the poultry industry care about such a niche and technically complex solution?
Alter laid it out in a way thats straightforward, easy to understand, and easy to remember.
We manage to get people excited about our product via the noticeable benefits our solution provides.
Instead, consider how your product fits within the current tech trends.
As Schultheiss explained:
The attention around everything AI has helped us get conversations started.
For example, we are currently investigating the use of Earth Observation data to include in our technology.
Alter agreed:
Our startup is at the junction between AgriTech, FoodTech, and Biotechnology.
This certainly has allowed us some flexibility on how we frame our solution for specific audiences.
Each startup should consider how they can use their product to their strengths.
Choose the right outlets
Consider what your goals are.
Weve found that staying true to your niche is very important, Alter tells Growth Quarters.
You would be surprised by how specific some niche outlets can be.
This allows us to reach our consumers without having to go after very general events/outlets.
Soos itself has been able to get coverage in both Poultry World and The Guardian.
Alter shared that the key is knowing what types of stories to pitch to different publications.
That way we can attract interest from people who arent aware of how the industry or science works.
Ru Wikmann, CEO ofBeeSage, isnt so sure.
We rather leave the buzzing to bees.
Our customers, beekeepers, dont read tech media.
Very few investors understand hardware and they often regard it as being riskier, Wikmann explains.
X-Europe has been a great program too in many aspects.
Both Computomics and Soos have also greatly benefited from joining accelerator programs and startup competitions.
Another great way of creating visibility is by joining business networks.
Sometimes the best strategy to generate external attention is simply taking a deeper look internally.
Everything else is secondary.
Keep an open mind and constantly iterate on the feedback youve received.
If you have a good thing, sooner or later others will want a piece of it.
