In this episode of the Unfunded podcast, host Joan Westenberg delves into the remarkable journey of Steve Scheding and Green Atlas. Steve discusses the core problem Green Atlas aims to solve in the horticultural space, emphasizing the significance of optimizing crop quality over quantity to boost grower profitability. Despite lacking a background in agriculture, Steve's expertise in automation led to the inception of Green Atlas as a solution derived from promising R&D in the field. The conversation turns towards the challenges faced by hardware startups, the importance of cash flow in bootstrapping, and the strategic approach to expanding globally through impactful partnerships. Steve sheds light on the incompatibility of hyper-growth VC models with agriculture-focused businesses like Green Atlas, highlighting the value of credibility and progressive product rollout in the journey of a bootstrapped company.

• Green Atlas focuses on improving grower profitability by enhancing crop quality in horticulture.
• Steve Scheding emphasises the importance of cash flow in bootstrapping a hardware startup.
• Strategic partnerships play a crucial role in establishing credibility and expanding globally in the agricultural sector.
• The podcast discusses the challenges of hyper growth VC models in agtech and the importance of practical problem-solving.
• Green Atlas showcases the value of credibility, progressive product development, and cash flow optimisation in a bootstrapped hardware startup.

0:01: Green Atlas and the Future of Horticultural Innovation

1:26: Optimizing Horticulture for Quality Over Quantity

3:36: Automating Agriculture with High-Tech Sensors and Hardware

8:10: Navigating Startup Funding Challenges and Serendipitous Opportunities

12:49: Rapid Prototyping and Experimentation in Tech Commercialisation

15:31: Challenges and Costs of Outsourcing Hardware Development

16:40: Challenges and Realities of Agtech in the VC Model

25:27: Harnessing AI and Data for Agricultural Innovation

29:26: Bootstrapping Green Atlas: Credibility, Partnerships, and Cash Flow Strategies

• Green Atlas Website
• Steve Scheding's LinkedIn