Planning from the early stages is essential to understanding and extracting the maximum potential from a new product or idea. AgriThority® Global Head of Business Development Horacio Buscaglia explains further that international goals make early planning even more important. International market expansion needs disciplined end-to-end business view to be successful.
After more than 25 years in international market and business development, he says, “Moving from the product or idea-centric vision to evaluate the potential End-to-End (E2E) business should guide each stage of development. Planning from the early stages (scoping) and integrating the end goal to extract the maximum potential also involves efficient market access. Product internationalization needs a disciplined product development process from the beginning to deliver on the overall business strategy.”
Aligning Strategies
At AgriThority® the goal is to answer the right questions in the right order. Questions like: What does the product do, can it be protected and how will it be registered? What market needs may be met for what crops and where? Is the production scalable for profit? What is the expected business model? These and many more questions must be considered from the beginning. Aligning the product development strategy, the regulatory strategy, and the market development should be done in accordance with the proposed business objective and strategic plan.
Moving innovations into different geographies requires prioritizing markets (potential, competitiveness, registrability). Evaluation is essential to begin understanding grower needs and behaviors, regulatory policies and timing, influencers, and channels for market access.
“Through an experienced professional network, AgriThority® supports the global view and, at the same time, the local behaviors, policies, channels, and languages. We plan and execute globally and locally at same time.”
Horacio Buscaglia, Global Head of Business Development, AgriThority®
Structured Process
A structured process will support faster and more efficient international expansion to ensure resources are investments and not expenses. Starting with a solid business plan establishes strategies that consider the realities of commercialization from the first market entry through to new uses or additional market expansion.
Realistic timelines are another critical component in planning, especially if investors have set specific expectations for their return on investment. Regulatory and market launch planning should also be included in the early stage-gate process.
While data is widely accepted as necessary to bring a new agricultural technology to market, the most impactful data also must be robust and credible. Protocol design and breadth of environments are important to generate data needed for insightful positioning within the targeted markets. This is especially important for many of the new technologies including biologicals. Additionally, many countries and regions have different regulatory requirements and timelines, especially for biological innovations. This makes it even more important to have a strategy from the beginning for market access and how to execute on those strategies to get the data needed for each targeted market area.
The expected business model and resources are critical considerations especially during the early development process.
Reach out to AgriThority® for your business, market and product development needs, as well as regulatory and sustainability counsel. Our international footprint, combined with our deep understanding of the market and producer dynamics, helps you to leap hurdles and overcome barriers to set up your products for successful commercialization around the world.