Build your startup alongside industry leaders: An interview with Lukas Böni, Co-Founder of Planted

06.05.2024 10:00, Rita Longobardi

They say it takes a village to raise a child, but what about a startup? The path from a spark of an idea to a full-fledged business can feel like climbing a mountain. That's why we're launching a series asking seasoned startup founders who've charted this course before, to act as your own personal "startup whisperer." Our guest on this exciting climb today is Lukas Böni, Co-Founder of Planted. Get ready for actionable advice to help you explore the thrilling, challenging world of getting your startup off the ground.

Hi, Lukas! Thank you for being with us today. Would you mind telling us how you drove your market discovery phase?

In building a successful venture, one of the fundamental principles we've embraced is proactive engagement with our potential customers. Instead of waiting for them to come to us, my Co-Founder Pascal Bieri and I firmly believed in taking the initiative to seek them out ourselves. By listening to customers' needs and tailoring our solutions, we laid the groundwork for lasting relationships and meaningful impact.

A common recommendation to entrepreneurs is to focus: Do you concur? How did you achieve product-market fit?

Being an entrepreneur means juggling countless priorities. From founding a company to hiring talent and refining products, it's easy to lose focus. But for Planted, our goal has always been clear: To create the best products. Success follows quality, so we poured our energy into making top-notch products, confident that everything else will fall into place.

Scaling
When did you feel ready for scaling? What key learnings and advice would you give for this phase to budding entrepreneurs—especially in this crucial phase of Planted's launch of a new steak into the market.

Scaling is always a challenge, but one key lesson we've learned is to choose the scaling strategy that aligns best with our objectives. For example, with our steak product, we opted to launch in food service, leveraging existing relationships and feedback from chefs. This allowed us to control our scaling; when demand surged, they focused on enhancing supply before expanding to additional restaurants. Conversely, retail listings require a substantial supply from the start. Tailoring our strategy to our business model's unique demands is essential for successful scaling.

Building your team
How did you know your Co-Founders were the right people for you? And how did you attract key hires and choose advisors?

One of the key reasons why we, as Co-Founders, are ideally suited is our complementary skill sets. Our synergy stems from our complementary strengths: Two with a market focus and two with a tech focus. This division allows us to efficiently tackle tasks, a critical factor in Planted's success. In our operations, not all four of us attend every meeting; instead, we delegate representation, for speed in decision-making.

Attracting talent is one thing, retaining them is another. People join for our mission and product but stay for our culture. Individuals need to assess cultural fit before committing to a startup. Each company has its unique culture. As founders, we prioritize maintaining and promoting this culture to attract those who align with our values and vision.


 

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Leadership and decision-making
As a founder, what leadership qualities have been essential for your company’s growth? 

Leadership demands diverse skills: Envisioning, collaboration, and execution. Clear communication, especially in technology, is crucial for cohesion. Beyond theory, true growth stems from a willingness to learn and invest in leadership. Reflecting on strengths, weaknesses, and leadership goals is vital for entrepreneurial development. It's not just about current skills, but growing together and supporting each other through teamwork.

Lessons learned
What is the biggest challenge of being a founder? And what is the best reward?

Running a business is a bit like parenting – an ongoing journey of surprises and challenges that never seem to stop. Every year brings new levels of intensity and complexity, pushing us to our limits. That's why resilience is so crucial. Without it, problems can easily overwhelm and wear us down. So, remember to stay strong and adaptable!

Tools
Do you have any tips for entrepreneurs in the crucial founding phase?

In fundraising, timing is key. Align your efforts with market trends and venture capital movements. Understand your category's growth trajectory to shape your strategy accordingly. Choose your partners wisely and amidst the challenges, remember to enjoy the process. Your passion will drive you forward!