How to generate buzz in a buzzless industry

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One of the toughest challenges young startups face is getting the buzz they need to generate media attention, user interest, and VC backing. Even if you know your solution is set to change the world in some way, trying to generate a buzz can sometimes feel like shouting in the middle of Times Square during rush hour. 

Now, what if your solution is so niche, that only a small portion of the population will ever use it? Add to that solutions that are so heavy in scientific research that only someone with a PhD understands how they work.

Sound familiar? Not to worry. 

We scoured X-Europe’s startup accelerator program to find the best examples of startups that, despite the challenge of having an extremely niche solution, are finding ways to get the attention they need.

In the end, we spoke with one poultry sex reassignment startup, one data analysis company specialized in crop science and metagenomics, and one smart beehive maker. It can’t get any more niche than that. 

Here’s what they had to say:

Focus on the wider impact your industry has on society 

No matter what industry you’re working in, there will always be something that makes it interesting for a wider audience. 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?

With a very specific customer base (farmers, governments, and others working in the agricultural sector), AgriTech hasn’t always been the sexiest industry. The potentially low public interest and readership levels meant that, in the past, journalists weren’t necessarily clamoring to cover new industry developments. 

Computomics, a data analysis company that offers custom services for next-gen sequencing projects from crop science to metagenomics, knows this all too well. 

But as Managing Director, Dr. Sebastian J. Schultheiss, told Growth Quarters, growing public consciousness about the effects of climate change, food security, and the conversation around sustainability have completely changed this perception.

By 2050, our planet will be home to more than ten billion people, resulting in an estimated 50% increase in the amount of food, feed, and biofuel required. Farmers around the world were producing 30 million tons less grain than required to feed everyone in 2019. As the world population grows, the demand for agriculture is increasing. This puts pressure on farmers, growers, agricultural companies, and food producers to supply more, and to supply faster. 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. Today’s agriculture uses numerous sophisticated technologies such as robots, sensors for temperatures and soils, aerial images from drones and satellites, and GPS technology. Using these advanced devices, in combination with machine learning technologies, allows farmers to be more profitable, efficient, safer, and more environmentally friendly. Having all these challenges in mind, you just have to get excited about innovation in this sector!

Simplify complex solutions by focusing on added value