Client Story
Published on
01
May 2024

How RealIPM Charted a Path to Sustainable Growth with Metavolve

Jean Kuiper Paul Kuiper realIPM
Use Case
The challenge
The approach
The outcomes
In short

Use Case

realIPM, known for high-quality biopesticides and dedicated to sustainable agricultural practices, faced the challenge of scaling up reliably and sustainably. The founders Jean and Paul Kuiper were committed to enhancing soil health and increasing yield through non-toxic solutions, but needed a strategy to expand sustainably in South Africa and beyond. Through a collaborative process, we helped realIPM hone their market positioning and turn their vision into a set of milestones to reach.

Six months after the programme, realIPM has been through a restructuring and exceeded its financial targets, with 63% growth in net profit over the past year. The founders now have more capacity to focus on other areas of the business such as developing their commercial capabilities and international distribution.

The challenge

Creating Structure in Growth

realIPM had reached a critical juncture. With a rapidly growing demand for their biopesticides, they scaled up their team significantly. However, this swift expansion led to a bottleneck at the top, with most employees reporting directly to Paul or Jean. This structure was not sustainable; it stifled their ability to focus on strategic growth and left little room for empowering team leaders. realIPM needed to transition to a robust organisational structure that would distribute responsibilities, streamline decision-making, and allow the founders to envision the company’s future without being bogged down by day-to-day operations. But before a founder can focus on their organisational design, they need to be crystal clear on their strategy.

Paul Kuiper

Paul Kuiper

Co-founder

What I wanted was understanding the critical next steps needed, not just for growth, but for sustainable business in every aspect. This includes having the right people in place to execute all necessary functions, not just for the next project. But before diving into this head first, we needed help from someone that could guide us.

Paul Kuiper

Jean Kuiper

Co-founder

We needed a roadmap to see if, without us, the business would continue or collapse. We're used to think some actions were obvious for our team, but they were not and we'd get frustrated. So Metavolve forcing us to take the time to reflect on that, to mature, hire the right people, and clearly set and communicate those roles was crucial.

The Approach

realIPM's Journey to Sustainable Growth

To help Jean and Paul bring more sustainability to their growing business, Metavolve facilitated a Strategy Development process of 15 sessions. This intimate and structured approach was tailored for the founders to efficiently get clear and confident on the path forward for their business.

1. Clarifying Market Positioning

Our first step was to clearly define realIPM’s place in the agricultural sector. We focused on identifying the specific segments within the South African and Zambian markets where realIPM’s biopesticides could make the most significant difference. By understanding the unique needs of small to medium-sized commercial farmers and the broader ecosystem, we helped realIPM refine its value propositions to be best positioned in their ideal customer’s mind.

2. Understanding the Competitive Environment

We delved deep into understanding the competitive landscape, not just by looking at direct competitors but by analysing the entire value chain through Porter’s Five Forces framework. This analysis then allowed us to capture what excited and concerned Jean and Paul about realIPM and the industry. Only from there we’ve been able to identify realIPM’s unique strengths and opportunities for differentiation, particularly in providing non-toxic solutions that directly address farmers’ needs for sustainable crop protection.

3. Defining the Growth Strategy

realIPM’s growth strategy was carefully crafted to align with its mission of leading the market in sustainable farming solutions. We outlined a multi-faceted approach that included expanding the product range, enhancing technical advisory services, and optimising the supply chain. Each strategy was designed to not only grow realIPM’s business but also to advance its vision for a healthier agricultural practice across its core and adjacent markets.

4. Cascading Vision to Goals to Quarterly Priorities

Perhaps the most critical aspect of our approach was breaking down realIPM’s vision into actionable goals and setting clear quarterly priorities. This process aimed at ensuring everyone was aligned with the strategic direction. By setting specific, measurable objectives, we provided a roadmap for realIPM to follow, ensuring that every team member understood their role in achieving the company’s long-term vision.

The Outcomes

Ready for Structured and Sustainable Growth

1. Strategic Clarity and Roadmap

After going through our Strategy Development Programme, realIPM’s founders became proud and clear about their strategic vision and the roadmap to get there. This clarity is enabling realIPM to navigate its expansion with confidence, focusing on segments and strategies that align with its mission to contribute to the health of humans and the health of the earth by replacing toxic inputs on farms with sustainable alternatives.

Six months after the programme, they have made significant progress in aligning their team with the company's vision and mission. This includes having discussions with the team to ensure everyone understands how they fit into the vision. They have also made progress in streamlining their back-office procedures, developing the HR function and appointing a new operations manager.

2. Prioritised Strategic Initiatives

Several strategic initiatives have been identified and prioritised, including organisational restructuring, HR strategy enhancement, and supply chain optimisation. are designed to support RealIPM’s sustainable growth. Each  has been mapped out with clear steps for implementation, ensuring RealIPM has a concrete action plan moving forward.

Over the last six months, realIPM has seen impressive financial results, with a 63% increase in net profit compared to the previous year. They are forecasting another 23% growth in the next year, exceeding their initial target of 20% growth They have also been able to take more time off, with Jean able to take a 10-day holiday without the business shutting down.

Jean Kuiper

Jean Kuiper

Co-founder

Having someone from outside the business really helped us see the bigger picture and the discipline to step back, strategise, prioritise, and be realistic. Transitioning into closed strategies and refining our product lines are key moves towards turning the business into something truly sustainable and solid. I believe it has all the potential, with the right things in place, to succeed. Now it's about prioritising our goals against our capacity and hiring accordingly.

Paul Kuiper

Paul Kuiper

Co-founder

I really enjoyed the journey of verbalising our thoughts, discussing what's happening in the business, where we need to direct our attention, prioritising, and making sense of it all. It's quite clear now that with a few small changes, we're onto something really cool. This passion project has the real capability of becoming much more. I think we've got the right things to drive this; we just need a bit of direction to ensure we're taking the most direct route to achieve our goals.

In Short

The Strategy Development Process provided realIPM’s founders with the clarity and structure they needed to navigate the path towards sustainable growth. Equipped with a clear roadmap that aligns with their core mission, Jean and Paul are now able to make informed decisions and prioritise actions effectively to make a significant impact on the agricultural sector, driving growth and sustainability hand in hand.

Are you ready to define your path to sustainable growth? Contact the Metavolve team today to discover how our strategy development process can empower you with the clarity and confidence to grow your business sustainably.

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