BUILDERS

How Voltiris uses transparent hypothesis testing to earn trust with risk-averse growers | Nicolas Weber

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Voltiris has developed spectroscopy-based solar panels that filter light for greenhouse crops while generating renewable energy. Unlike traditional opaque panels that cause 60-80% yield reduction in high-tech greenhouses, Voltiris's technology harvests only the light wavelengths unused by photosynthesis. In this episode, we sat down with Nicolas Weber, Co-Founder and CEO of Voltiris, to explore how a former BCG consultant and a PhD spectroscopist are navigating multi-season validation cycles with family-owned greenhouse operations across Northern Europe.

Topics Discussed:

  • Why spectroscopy expertise unlocked a solution to greenhouse energy challenges
  • The technical reality: traditional solar creates 60-80% yield loss in high-tech greenhouses
  • Earning credibility with second and third-generation greenhouse operators
  • Time as constrained resource: multi-season validation in agriculture markets
  • System-level thinking required to manage complex greenhouse operations
  • Offline GTM in conservative B2B agriculture: fairs, referrals, and crop advisors
  • Platform strategy: expanding from solar to complete greenhouse energy management

    • GTM Lessons For B2B Founders:

    • Time constraints differ fundamentally in hardware: Voltiris faces season-dependent validation cycles where "you can throw as much cash as you want on a tomato, it's going to take one year to demonstrate that it works." Most growers demand 2-3 full growing seasons before adoption. Hardware founders must structure runway, investor expectations, and partnership terms around immovable biological or physical timelines—not software-style iteration speeds.
    • Product-market fit exists before product in infrastructure plays: Voltiris confirmed demand preemptively. Nicolas explains: "If the technological promise holds, there is demand...the growers, they already told us from the beginning we're waiting for solution like this to come." When selling infrastructure that solves existential problems (energy transition, electrification mandates), validate market pull before achieving technical proof. This inverts typical startup sequencing but derisks decades of R&D investment.
    • Treat early customers as co-creation partners, not transactions: Voltiris positions initial deployments as "joint creation" rather than sales. Nicolas's pitch: "This is the future vision. Are you ready to build it with us and do you want to jump into that shit with us?" In markets with 25-30 year product lifecycles and 3-year company track records, transactional selling fails. Structure partnerships with shared risk, transparent data access, and collaborative problem-solving.
    • Master domain expertise at operator level, not executive level: Voltiris's technical co-founders became greenhouse operations experts, not just energy technology experts. Nicolas credits this: "My two co founders are now among the best experts you have in terms of how to run a greenhouse." In complex B2B environments (agriculture, manufacturing, logistics), founders must understand day-to-day operations—not just C-suite pain points—to build credible solutions.
    • Use direct feedback environments to compress learning cycles: Dutch growers provided unfiltered assessment within minutes. Nicolas values this: "If what you're building is not good, you would know directly within five, 10 minutes...they would say, not worth my time, please, the door is here." Seek brutally honest customer segments that accelerate validation, even if acquisition is harder. Fast negative feedback prevents wasted development cycles on wrong assumptions.

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      The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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      Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

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