Long-term success requires a constant pipeline of new opportunities. Even the most successful business activity may run its course as customer preferences change, new competitors enter, or technology gives others an advantage.
As recently as 2012, Gro Alliance only did seed corn production. Since then, we’ve added seed nursery services (U.S. and Chile), soybean seed production, corn and soybean germplasm out-licensing (Breeder Direct) and we’ve opened a vegetable seed improvement center. We now offer services across 25 crops, grow seed in 10 states, and operate seven locations in two countries. A big part of our growth was using three key tips to generate new opportunities at Gro Alliance:
- Skills, Not Activities, Define Your Company
Step one is to think about your company differently. After an intentional visioning session in 2012, we identified that our core competencies weren’t that we did a great job growing seed corn. They were the trusted relationships with dozens of skilled farmers and contractors, top quality family-owned land for special projects, and employees with diverse backgrounds. Those skills and assets could also be used in other ways. Recalibrating how we thought about our infrastructure unlocked ideas for immediate business growth and diversification.
2. Expand Your Network
Opportunities come from who you know and who knows what you can do. Attending events hosted by the American Seed Trade Association (ASTA) or Independent Professional Seed Association (IPSA) are key. Almost every new startup seed company attends an ASTA event to learn about government policies and regulatory frameworks that may govern their new products. IPSA held a session on the importance of independent companies connecting with startups at its most recent annual meeting. Don’t leave these networking opportunities to your competitors!
3. Use Social Media with Intention
Using social media for entertainment is perfectly fine, but it’s a gold mine of new business relationships. LinkedIn, X, and even Facebook can be leveraged to connect with the people behind companies and with farmers in a unique way. You should also assume that everyone you meet will look you up on one of these sites…maybe all three! What you choose to show the world will either improve or impair your ability to convert a new connection into a customer or partner.
The US counts more than 2 million people involved in farming, more than 2,000 seed companies across dozens of crops, and hundreds more in ag tech, crop inputs, chemistry, biologicals, and equipment. Just think, what if 20 new company leaders learned about your company’s skills? What about 100 new farmers? The opportunities are endless!
