How to avoid “the startup – forester gap-trap”
Forestry is the least digitalized industry of all, at least in Germany. Given that forests are a crucial pillar in addressing both the climate and biodiversity crises, it’s no surprise that more and more startup founders are venturing into the woods. But foresters are a very peculiar ‘species’ and easy to scare away. As a forest owner and angel investor, I know both worlds and came up with these 10 rules to help bridge the gap. With my 10 rules in mind, you can avoid what I call the “start-up – forester gap trap” and help bridge the innovation gap in one of our most vital natural resources.".
Rule # 1 - Be humble and don´t overpromise
Startups often rely on “fake it until they make it” to attract investors, with grand visions and massive market projections. When approaching foresters, change your role and leave the showmanship behind. Don´t show off, be humble in your approach!
Rule # 2 – Understand the forester´s mindset
Foresters tend to be independent and are skeptical of the flashy language often used by startups. Until now, they were used to find solutions on their own and hence may be cautious of anyone claiming to have the answers or knowing better. Especially if you have not studied forestry and you are not wearing a lumberjack shirt.
Rule # 3 – Avoid to say “our AI will do that in the future”
Realize that at the moment AI is a buzzword of any start up, but foresters can see through empty promises. Unless your AI can actually distinguish between a sand and a downy birch, keep it low!
Rule # 4 – Be patient
Foresters are used to think in centuries, not quarters. Expect delays and take them in stride; waiting for a signed contract might take longer than anticipated.
Rule #5 – Don’t be humorous
Following up on rule Nr. 2. Don´t joke around in meetings. Foresters are not famous for their humour. Besides, you run into danger to explain your jokes.
Rule #6 - Have at least one forester on your team
Having a forester on your team is like having a skilled guide—it’s a big plus in navigating the culture and practicalities of forestry. Small talk about pubs in Tharandt or the best hunting dog breed might break the ice! Plus, your forester will advice you in advance not to wear white sneakers for a meeting in the forest.
Rule #7 – Be straight and consistent
The forestry bubble is a very small community and where gossip travels fast. Incoherence in pricing or product offerings won´t be a secret for long.
Rule #8 – You like Peter Wohlleben? Don´t dare to mention
As an urban founder you may be inspired by the books of Peter Wohlleben. However, if you want to make it into forestry, keep your favourite writer for yourself.
Rule # 9 – Know your vocabularies
Foresters speak their own language. Terms like “Forsteinrichtung” have nothing to do with furniture, and “Kulturpflege” does not take place in a Berlin- Mitte gallery. Know the vocabulary to avoid misunderstandings.
Rule #10 – Don´t start with “ We aim to be the ‘amazon’ of forestry”
Following up on Rule #1 and 2, understand that forestry isn’t a “winner takes all” market. If you are looking for fast fame and big money, you might be better off in London than in Eberswalde.
