"How can a CEA business get out of initial struggles?"

"In this post, I want to compliment some of Henry’s analysis with a key next question; how can we identify the CEA startups that have the best chance of making it through the Trough and into the Slope of Enlightenment?," writes Walt Duflock at medium.com.

He continues, 'Many of the articles about CEA focus on the general benefits of CEA growing systems — less water, fewer inputs, less labor, custom genetics to accelerate grow cycles, and reduced food safety risk by eliminating some of the environmental variables faced by growers and producers.' 

According to Walt, CEA is fully buzzword-compliant with box checks for locally grown, sustainability, and traceability all built into at least some of the business models. "With all of these advantages, the narrative tells a story of how CEA can (and in some cases — predictions are that CEA will) take over the dominant position in food production and become a significant share of food production." 

Value proposition
What the media and some of the hype monsters cleverly disguised as sales and marketing executives at CEA startups sometimes miss is that you can hype new technologies all you want but if the product or solution cannot match the claimed value proposition they often struggle to live up to the hype. More importantly, if you are unable to turn the early hype into a meaningful revenue stream that is growing, investors start asking a lot of uncomfortable questions.

Read the complete article at www.medium.com.


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