Root Rescue - How to market a truly disruptive technology

The challenge we face at Root Rescue is overcoming the near-monopoly position that the use of synthetic fertilizers occupies in the marketplace. The farmer, the casual weekend gardener, or the Landscape Contractor all think that growing plants is synonymous with the use of “Fertilizer”. “You know, those bags of stuff you buy at the garden centre with the 3 Numbers on them”. “That’s how you grow plants, you use that stuff – right?” Not a bad spot to be if you are manufacturing or selling fertilizer – you already occupy the pole position in the minds of nearly everyone. If you don’t know what’s wrong with using fertilizer to grow the crops and other plants, – just Google it. You’ll find out about the huge harm that this technology is doing to the soil, the water, and the climate. At least 10% of all greenhouse gases that contribute to CO2 rise, are created by using this technology. And the truth is, none of it is necessary. Nature has shown us how to grow plants without chemistry. We looked closely at her technology - and Boom – “we’re off the drugs” that are killing our world. So that’s it really: take-on the monster – and win. No bigee. We’re ready for the fight; our technology is highly effective, safe and easy-to-use, repairs (rather than harms) the environment - and - costs less to use than – the “F” word. Giddy-up! After all, it’s your generation that has to fix the mess that mine has made – sorry about that. The good news is, I’ve got some great stuff to help out in the fight for our planet. I just need you to help with our messaging in the marketplace – messaging that will resonate with your cohort. If you take this on, I will help all of you to understand the concepts I have teased you with above. You will become the kind of well-informed eco-warriors the world needs. You can’t speak the truth until you know it. And I look forward to immersing you in our science, our testing, and how we’ve achieved some early success in the marketplace. This is an exciting, and good thing all at once – a unique and timely challenge for you. The market is ready for this change – they just need to be given the choice.

Root Rescue - How to market a truly disruptive technology

The challenge we face at Root Rescue is overcoming the near-monopoly position that the use of synthetic fertilizers occupies in the marketplace. The farmer, the casual weekend gardener, or the Landscape Contractor all think that growing plants is synonymous with the use of “Fertilizer”. “You know, those bags of stuff you buy at the garden centre with the 3 Numbers on them”. “That’s how you grow plants, you use that stuff – right?” Not a bad spot to be if you are manufacturing or selling fertilizer – you already occupy the pole position in the minds of nearly everyone. If you don’t know what’s wrong with using fertilizer to grow the crops and other plants, – just Google it. You’ll find out about the huge harm that this technology is doing to the soil, the water, and the climate. Root Rescue needs to improve our market outreach - find the best ways to get our Disruptive Technology noticed and adopted.