Building a Supply Ecosystem in a Greenfield Market

In a greenfield market, the aim isn't profit per unit. The aim is profit over time. This is done when your focus is to “build” the market rather than only building the business. Sometimes venture building must be industry building. A more challenging feat no doubt, but a necessary one. For this feat it almost always means subsidizing two balance sheets simultaneously: yours and the anticipated supply base. Thus, based on Almiras's findings from Leafan (once called Project Wood) this article serves as an anecdote on receiving necessary feedstock at the lowest price while guaranteeing the suppliers a sufficient return to replicate and scale the venture building operations.