Introducing Good Agriculture and Alex
Q: Can you give a little background about your company?
A: I’m Alex, one of the co-founders and the CEO of Good Agriculture. We’re all about helping small to mid-sized farmers manage their businesses better. We handle some of those pesky back-office tasks for them. This way, farmers can zero in on what they’re passionate about—farming itself. We aim to streamline operations for these folks, so they can keep doing their important work without getting bogged down in paperwork and admin stuff.
Why Techstars?
Q: Why did you decide to apply to Techstars?
A: I mean, why not Techstars, right? If you’re in the early stages and you’re diving into the startup world for the first time, Techstars is kind of a no-brainer. They’ve got an awesome rep, and let’s be real, going it alone in this complicated venture didn’t seem like a recipe for success.
We saw ourselves as an impact-focused company, dabbling in ag-tech, fintech, and even climate tech. Techstars runs several programs, and we applied to their North American Impact Program in the winter of 2023. We were pretty surprised when we got in because we were in super early stages—you know, one customer and almost zero tech.
We thought we could get into their Farm to Fork program six months later, but we landed the Impact Program. Bonus points because it’s based in Atlanta, and that’s home turf for us. So, it was an amazing fit in more ways than one. No need to pack up and move, just dive right into the experience.
The Application
Q: Can you describe the application process?
A: Techstars’ approach is usually to find founders in the community and sort of hand-hold them through the application process. But, we just stumbled on their website and filled out the online application. You start with some short answers about your company, share your pitch deck, introduce your team, and all that jazz. The next steps are interviews—first with the investment principal, then with the managing director and their full team.
The application isn’t a huge headache. It’s more time-consuming than you’d expect, even if you’ve already got a solid pitch deck. Each application for VCs and accelerators seems to need slightly different answers, even though the core info is the same. So expect to spend about an hour on each application, tweaking your responses here and there.
As for prepping for the interviews, my background in management consulting gave me some confidence in talking about my business. We did have a team call, though. It was an hour, nothing crazy. Just to align on how we’d introduce ourselves and answer some probable questions. We didn’t even think we’d get an interview, so when we did, it was like, “Hey, team, we’ve got this golden opportunity with Techstars. Let’s get our act together and crush this interview.”
The Techstars Program Structure
Q: After you get accepted, what does the program look like?
A: Getting accepted is just the starting line. You first wade through this thing called due diligence. They ask for all sorts of documents, contracts, the whole shebang. I initially thought we had our bases covered but Techstars was like, “Get a real lawyer to draft this stuff.” So, we scrambled, got our legal documents in order, and passed that hurdle.
Once they’re convinced you’re not running some sketchy operation, the program kicks off. The first month is like a firehose of information. They start with “Mentor Madness”—it’s basically speed dating with 50 to 100 potential mentors. Then, based on mutual ranking, you get matched with a mentor team.
After that, it’s workshop central. How to build a financial model, how to reach out to investors, how to track KPIs—you get the drift. The pace slows down after the initial weeks, shifting focus to actually building your business. There’s a rhythm to the week—on Mondays, we all share KPIs, and throughout the week there might be a workshop and a networking event.
As you approach the program’s end, it’s all about pitch practice. Because you’ll be taking the stage on Demo Day to show the world what you’ve got.
Q: Did you get any funding from the program?
A: Techstars has a standard deal—at least in the U.S. They take 6% equity in your company and toss $20,000 your way. On top of that, there’s an option to accept an additional convertible note. We grabbed that opportunity, too. It’s a financial cushion that helps you focus on growing the business, rather than hustling for funds right out of the gate.
Q: What were the biggest benefits that you got apart from the money?
A: Oh, the network, hands down. It was like we suddenly had this all-access pass to the Atlanta startup scene. Our mentor squad was a dream team, featuring a VC partner, a marketing guru, a data architecture whiz, and a business-building expert. Beyond the professional networking, it was the sense of community that made the real difference. Sometimes being a founder feels like you’re slogging through mud. Having a crew of fellow founders who get it? That’s priceless. It’s like a group therapy session but for startups.
Takeaways from the Program
Q: Did you have any aha moments during the program?
A: There were some standout moments—like landing our first big partnership with the City of Atlanta, though that was more through my co-founder’s existing connections rather than Techstars. The real magic was in the day-to-day support we got. From the first day to the demo day, it felt like we were wrapped in this consistent layer of helpfulness. It’s hard to pin down one single “aha” moment because the whole experience was a series of small wins and revelations.
The Most Rewarding Part of the Entrepreneurial Journey
Q: What’s the most exciting thing you have experienced in your entrepreneurial journey?
A: It’s got to be the customer testimonials. You can’t put a price on the feeling you get when someone tells you, “Hey, you’ve made a real impact on my business.” For us, the numbers back it up. We’ve bumped up our farmers’ profit margins by four percentage points. And if you know farming, you know that’s a big deal when you’re typically skating on a 1% profit margin.
It’s these stories, these testimonials, that keep us pumped. When someone tells us, “You’ve given me more time with my family”, or “I couldn’t have done this without you,” it’s like a jolt of pure energy. This stuff doesn’t just validate our work; it reignites our passion for grinding and making a difference.
Growth Strategies and Customer Acquisition
Q: Have you tried any growth channels?
A: Our journey into growth marketing started out pretty grassroots. We were shaking hands at farmer events and making connections the old-fashioned way. It is super valuable for customer discovery and just understanding the lay of the land. But we got smarter about it, especially with the insights from our Techstars mentors. They helped us build a solid digital customer acquisition strategy. So now, when a farmer Googles something like “grants for farmers,” we’re there. They fill out a form, and we have a new potential customer.
On top of that, we’ve also branched into sales channel partnerships. We’ve got three of these relationships now, where we partner with businesses catering to small to mid-sized farmers. It’s a two-way street: we create content together, cross-promote, and get access to each other’s customer base. It’s like teaming up for a co-op mission in growth.
Final Tips for Applicants
Q: Do you have any final tips to share with founders who are planning to apply to Techstars?
A: If you’re thinking about Techstars, you’ve got to understand that it’s not just about the product or the revenue figures you’re flaunting. At this stage, things are fluid. What Techstars folks are really after is the team. They’re sizing you up to see if you’ve got the chops to dig deep, identify a legit business need, and then hustle to build something that addresses it.
So, don’t sweat it if your product isn’t the polished, final version. What matters is whether there’s a kernel of something special and a team that can pop it into something great. Show them you’ve got that, and you’re on the right track.