The Road to Market

The Process Toward Launching New Green Industry Products

People develop strong connections to the right products and eventually become dependent on the service they provide. Think of popular coffee brands, and why many fear they won’t survive the day without their favorite. Things like equipment, sprays, electronics, features, and accessories similarly control the “survival” of businesses and determine how they function. Each product was carefully developed and placed to cater to a buyer’s specific needs and inspire a connection that will keep them coming back.

A mastermind behind the development and expansion of these industry products is Marty Gottlieb, leader of M. Gottlieb & Associates Inc. Marty has been a key player in the development of dozens of products and techniques that have been game changers in the green industry for more than 50 years. Things like “grow-bag gardening” revolutionized the way gardeners and growers cultivate healthy fruits, vegetables, herbs and flowers. He has developed the perfect balance of marketing and horticulture knowledge to make a lasting impact on the industry but says the road to success was neither short nor certain. 

Marty launched his consulting group in 1986. At this point, he was a seasoned company leader and product manager, serving in management positions for several industry-related companies. His last role before entrepreneurship was as vice president of sales and marketing for a Canadian peat moss company. Unfortunately, the company came under new ownership and dissolved the role, leaving him unemployed. Marty says it was the best thing that ever happened to him. 

“I always wanted to begin my own agency, but if I never lost my job, I would’ve never taken the leap,” he says. “I managed to turn it into an opportunity.”

Marty began working with startups looking to sell to professionals across different industry sectors, including landscape maintenance, greenhouse/field growing and independent lawn and garden centers. Many of his clients were referred to him by his friends in the industry, as he was already known as an established, credible salesman and horticulturist. 

“Let’s say you’re a gardener,” he says. “All of a sudden, you get this idea and you spend money to come up with a product but then don’t know what to do with it. Someone says, ‘there's a guy in New York named Marty Gottlieb who knows.’ Then I jump in and help build their product and brand for various market segments in the green industry.”

He often begins by testing the products in his own garden, investigating if they are safe and useful. Sometimes, he schedules university studies that vouch for the effectiveness of a product. After rounds of studies and tests, Marty determines which industry sector is the best fit and sets up a sales plan. These plans involve trade shows and media features, establishing social media accounts, putting together a sales force, connecting with distributors, offering testing programs with potential buyers, developing training programs and so on. 

“A new product’s success doesn’t happen overnight,” he explains. “Most startups have limited budgets and the lack of operating capital slows down developing product and brand awareness."

"I often must encourage my clients that building a successful product line takes more time than they’d like or were prepared for, and it takes patience and lots of effort to develop repeat buyers."

The lengthy path to success tends to create a divide between startup owners and the buyers they hope to reach. Marty says the most important thing to understand is a buyer’s perspective on risks. Buying new products from lesser-known sellers or “startup” vendors can be incredibly uncertain, so they aren’t likely to jump in with both feet and initially purchase large quantities.  Professional buyers must be cautious and avoid large, potentially expensive risks. If they like a new product and believe it has merit, a buyer can often be convinced to do a trial or a test.  Marty frequently encourages his clients to offer attractive, introductory programs that reduce the risk to customers and allow the sales process to move forward.  

“It often takes at least three years for a product to get traction, and it isn’t always easy to be patient,” he says. “Something that helps, though, is connecting to other people who have been through this and became successful. I try to be a bridge who puts them together. That is how I see my role, as an educator and a connector. I find the people and the tools to make my client’s vision happen.”

People throughout the industry know Marty, due largely to his work with product engineers and developers. He is even a member of the Green Industry Hall of Fame after being inducted in 2021. Nominees are chosen for their innovative techniques, contributions to the field, contributions to humanity, education of their peers and commitment to the green industry. Growers, manufacturers, distributors and business owners know Marty as a credible source for new products and trends. 

“They say, we see a lot of new products or different products, but when Marty sends something, I take a look at it. I know he's a gardener and he's tried it out and it's true,” he says.

His love for gardening and growing is what motivates his work. Marty says he grew up interested in plants, which led him to a bachelor's degree in Horticulture from Cornell University. He calls the green industry unique in the fact that people don’t see it as simply work or a job. People see it as part of their souls. 

"I’ve heard people say things about finding your passion, but sometimes I think your passion finds you."

“For me, this is my passion. I love this industry and I’m excited to see it advance and grow.,” he says.

Marty offered 6 essential tips for businesses launching their product or service:

• Know as much as you can. 

• Understand the benefits your product or service offers.

• Understand your competitors: who they are, how long have they been in business, strengths and weaknesses of their product or services, business policies, perception in the market, pricing policies, customer service, etc.

• Communicate your unique advantages compared to competitors. 

• There is no overnight success. Anticipate a longer than expected market entry and have the assets to sustain the business until the incoming cash flow exceeds the outflow. 
• Network within the industry. Find mentors and associates with broad connections, as this will save you from making many mistakes, save you money, and considerably shorten the market entry time.

“The Green Industry Hall of Fame” accepts new inductees each year. Their 2023 nomination period ends in July 2023.