From R&D to Revenue: Why Commercial Planning Can’t Wait
Commercialization isn’t a post-launch activity—it’s a strategic discipline that should start early. In ag and food tech, waiting to plan your go-to-market can derail adoption, delay funding, and misalign product decisions. This post unpacks why early commercial thinking drives faster, smarter growth.
If you think commercialization starts after product development, think again.
Whether you're a startup building something new or an established ag company launching your next innovation, the timing of your commercial strategy is just as critical as the technology itself. At 9 North Group, we embed go-to-market thinking early—to reduce risk and accelerate adoption.
The Commercialization Myth: Why “Too Soon” Is a Lie
The most common misstep we see? Teams build the product, validate the science, and then start thinking about how to take it to market.
But in ag and food systems—where customers are skeptical, decision cycles are long, and adoption is often tied to seasonality—late-stage commercial planning leads to costly delays, misaligned products, and missed partnership or funding windows.
Here’s the reality: Commercialization isn’t just a handoff to sales. It’s a discipline that informs product design, pricing, and business model choices from the very beginning.Teams that integrate it early build for the market—not just for the lab.
What Early Commercial Planning Actually Looks Like
You don’t need a full sales or marketing team to begin. But you do need a structured approach to test assumptions and engage stakeholders before launch.
- Engage early adopters to understand real buying behavior—not just theoretical interest.
- Pressure-test pricing models and channel strategies before you lock them in.
- Explore distribution pathways—direct-to-grower, dealer networks, channel partners.
- Craft your message early, so the market sees your product the way you need them to.
Early commercial work isn’t about selling—it’s about building alignment between your product, your market, and your value proposition.
Align Commercial Work to Product & Investment Milestones
Commercial progress should track alongside R&D and funding—not lag behind. Here’s a simplified framework we use across stages:
When commercial planning is tied to product and capital strategy, everything moves faster—with less guesswork.
Final Thought: Innovation Deserves More Than a Launch Plan
Too many teams build breakthrough products only to realize too late they haven’t built the right commercial foundation. That’s not just a delay—it’s a risk to your entire go-to-market success.
At 9 North Group, we partner with founders, product leaders, and innovation teams to build commercialization roadmaps that drive adoption and scale. And we don’t stop at strategy—we execute alongside you to make sure it sticks.
Bringing something new to market? Let’s build your roadmap together.
