From field proof to market traction.
Field results don't sell a product on their own. We turn what your product does on the farm into something farmers, dealers and your sales team can actually sell: ROI models, positioning, dealer tools, go-to-market.
Start a conversationGood trial data rarely sells itself.
Most agtech companies we meet have already done the hard part. The product works, the field results are there, a handful of early farmers swear by it. And sales still stall. The trial report lives in a PDF nobody outside the company opens. Dealers get a spec sheet and push whatever pays them faster. Farmers hear "+8% yield" at every booth and stop believing any of it.
What's missing is translation: turning an agronomic result into the number a farmer actually decides on. Payback in sacas or bushels, on their own acres, within a season they can plan around.
Most advisors pick a side.
Agronomists stop at the trial report, commercial consultants start after it. We work across the whole path, from shaping the product while it's still in development, to designing and setting up the comparative trial that generates the proof, to modeling what it's worth at farm level and building the tools your team and your dealers sell with.
Our experience spans early-stage startups and multinational ag equipment manufacturers. Each one teaches you something different about what makes a farmer sign.
How an engagement runs
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Discovery Sprint
1 to 2 weeks
We look at your product, your data and how you sell today, and come back with a diagnosis and a scoped plan. Fixed fee, so nobody commits to a big project on a guess.
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Build
Typically 6 to 10 weeks
Only the modules the sprint showed you need, delivered one at a time.
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Activate
At the end of the build
Handoff with playbooks your team runs without us. Ongoing advisory if you want it.
What we build
- Product & field proof
- Feature input during development, comparative trial design and setup.
- Strategy & positioning
- Value proposition, pricing strategy, farm-level payback models.
- Sales enablement
- ROI calculators, dealer pitch decks, field one-pagers, discovery decks.
- Go-to-market
- Channel strategy (direct, dealer or hybrid) and sales playbooks.
- Ongoing
- Fractional advisory and product feedback.
Brazil takes more than an adapted product.
Foreign companies usually get the machine right. Settings change, components get reinforced, the product survives a season of local testing. Then the brochure gets translated, a distributor gets signed, and sales stay flat.
Adapting the product is one job. Three more decide whether it sells.
The message
A farmer in Mato Grosso doesn't decide like one in Iowa. The argument has to be rebuilt around local costs, sacas per hectare and the narrow window between soybean harvest and safrinha planting. Translate it word for word and the argument doesn't survive the trip.
The channel
Dealer groups, cooperatives and the credit lines that set when a farmer can buy all shape who sells your product, and when. A channel model copied from home rarely fits.
The support
Farms can sit hundreds of kilometers from the nearest dealer, and a machine stopped mid-planting can cost a season. What your channel promises, and who answers when something breaks, needs to be decided before launch.
Adapting the machine is the cheap part.
Field note
One product, two ROI calculators.
A Canadian ag equipment company had redesigned a product that hadn't really changed in decades. The field data was impressive. So was the price: roughly ten times what farmers were used to paying. Every conversation ended on the same question. Is it worth it?
That's where we came in. North America and Brazil gave two different answers, so we built a separate ROI calculator for each, along with the value proposition, dealer deck, field one-pager and go-to-market plan.
Inside Brazil the answer keeps splitting. Around Rio Verde and Sorriso, soybeans and safrinha corn share one rainy season and every day of the planting window is money. In Rio Grande do Sul, soy rotates with winter wheat. In western Bahia, sandier soils and less reliable rains change the math again. We know these differences from years spent on farms, at dealerships and at ag shows across these regions, and that's the level of detail we build into the numbers.
Writing
Short pieces we publish on the Vanthus LinkedIn page.
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Why expensive field trials still don't earn trust
Budget spent and credibility earned are two different lines in a trial plan, and most companies only track the first one.
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Name the problem, not the category
Farmers buy what solves problems; they don't buy categories.
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Signs your dealer isn't really selling your product
Most dealers won't tell you outright. Their orders, their demo requests and the questions they stop asking usually do.
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Every booth promises +5%
When every claim sounds the same, farmers stop listening to all of them. What makes a number believable again.
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Data isn't a go-to-market plan
Good trial results are where the commercial work starts. Plenty of companies treat them as the finish line.
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The language an ROI tool has to speak
If the answer isn't in sacas, bushels or dollars per acre, the farmer does the conversion himself, and usually not in your favor.
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Why almost nobody builds an ROI calculator
It takes real field data and agronomy that talks to sales. The few companies that build one anyway have an answer ready when the farmer asks if it pays.
Who we work with
Small and mid-sized agtech and ag equipment companies with a product that works and a commercial message that doesn't land yet. Usually a lean sales team, sometimes none. In your home market or a new one: North America, Brazil, Europe, Israel and beyond. We can come in as early as product development.
Our work is the commercial side. We don't handle customs, import or distribution logistics.