Commercial strategy, deal architecture, and lead generation infrastructure built in 90 days. From someone who has closed enterprise AgTech contracts across 6 countries: government agencies, USAID, and NASDAQ-listed corporations.
First-year revenue, Groupon travel vertical · from zero
Before AgTech
Career network
ADM
Boehringer Ingelheim
Cargill
DSM Firmenich
Harnois
HortAmericas
Netafim
CNH Industrial
Syngenta
USDA
UN WFP
CEVA
BASF
Bayer
Merck
Companies Alexander has sold to, partnered with, or worked alongside across his career in AgTech and enterprise technology.
The challenge
The commercial problems every AgTech founder runs into
You’ve probably tried getting commercial help before: an SDR agency, a consultant with a playbook, a hire from SaaS. It didn’t work because those approaches are built for markets where buyers respond to volume. Your buyer responds to relevance, field proof, and trust. That requires a different kind of commercial infrastructure.
01 · The ceiling
You are the pipeline, and that is the problem
Founder-led sales works until it doesn’t. When deals stall the moment you stop pushing, the issue isn’t effort. It’s the absence of a system that maintains momentum without you in the room for every touch.
02 · The buyer
AgTech buyers don’t buy like SaaS buyers
Food companies, cooperatives, and government agencies have different procurement logic entirely. Relationship, field validation, and proof of concept come before price, often long before. A SaaS playbook stalls at the first procurement conversation.
03 · The gap
Strong technology. Weak commercial infrastructure
Most AgTech founders can demonstrate ROI in the field. Far fewer have a documented process that converts that demonstration into a signed enterprise contract or a repeatable commercial motion.
04 · The clock
Investors now want traction, not potential
AgTech fundraising is tightening. A pipeline that exists in your head is not a commercial model. Every quarter without a documented sales system makes the next raise harder and your position weaker.
The engine
Commercial strategy and deal infrastructure. Not an outbound agency.
Reveneering builds the commercial foundation your company needs to close enterprise AgTech deals: a structured deal process, targeted lead generation, and messaging that gets sharper with every conversation. All three are built during the 90 days, owned by you permanently, and operated by your team after handover.
What Alexander does during the engagement
He joins your prospect calls. He helps structure your pilot proposals. He negotiates alongside you when a food company pushes back on pricing. You’re getting an operator in the room, not just a deliverable at the end.
Lead Generation & Qualification
A continuously running system that finds and qualifies the right buyers, mapped to how AgTech procurement actually works, not generic B2B targeting logic.
Buying committee mapping at food companies, cooperatives, and state ag departments, including procurement timelines and budget cycles
Producer acquisition via community-based channels, timed to operational calendars not SaaS cadences
Contact data segmented by buyer type: government, corporate, cooperative
Deal Architecture & Sales Process
A documented commercial process built around how AgTech buyers actually make decisions, from first contact through pilot, procurement approval, and multi-year contract.
Phased commitment structures that move risk-averse buyers from interest to contract without stalling at procurement
ROI narratives built around the buyer’s KPIs: food security output, production capacity, yield improvement, not your features
USDA grant cycles, harvest-window timing, and budget allocation quarters built into deal sequencing
Pitch & Messaging Optimization
A feedback loop that tracks what converts and what doesn’t, and continuously refines your outreach and value propositions based on real response data.
Outreach timed to pre-harvest planning windows, USDA grant announcement cycles, and budget allocation quarters
Objection pattern tracking and counter-messaging built into the system, not carried in someone’s head
Response rate analysis by segment: food company, government agency, producer cooperative
8,000+ ranchers across 11 countries, acquired in under 9 months at $0 paid acquisition by building a channel from scratch that reached producers conventional outbound could not.
$0 CAC
Greener Herd · 11 countries
The sprint
Inside the 90-day Commercial Quarter
Fixed scope. Fixed fee. Four phases that end with a running commercial infrastructure your team owns outright.
Direct prospect outreach · live deal participation · board report · handover
+
On pipeline timeline: The 90 days builds and activates the commercial infrastructure. In long-cycle AgTech sales, the pipeline generated during the engagement typically converts over the following 6–12 months. The engine continues working after handover. This is the honest reality of enterprise AgTech, and exactly why building the infrastructure now, rather than later, matters.
The investment case
One closed enterprise contract pays for the entire engagement. A VP of Sales costs $150K+ before they close anything in AgTech. A wrong hire costs 9–12 months of runway. Enter your typical deal value.
Average deal value
$200,000
Fee as % of deal
12.5%
Return on one deal
8x
Deals to break even
1
Structured to earn your confidence
You’ve been burned before. Here’s how this is different.
The payment structure and exit clause are designed around one principle: you should only continue paying when you’ve seen enough to know the engagement is working.
$12,500
Payment 1 — before day one
NDA signed, scope confirmed, start date agreed. The only payment made before you’ve seen any work.
$6,250
Payment 2 — end of week 5
Due on delivery of the deal framework and AgTech buyer guide. By this point you’ve seen the diagnostic, the structure, and a clear picture of the next 8 weeks.
$6,250
Payment 3 — day 90
Due on final handover of the running engine, live pipeline, and board report. Final deliverables are released on receipt.
Exit clause
Either party may close the engagement at the end of week 5, before Payment 2 is due. If the Phase 2 deliverable has been completed and handed over, Payment 2 is owed. If the engagement closes before that, Payment 2 is not triggered and you keep everything produced to that point.
Who we are
Built inside AgTech, not adapted from another industry
The commercial methodology behind Reveneering was developed across real deployments, with agricultural buyers, in the field, over several years.
At Greener Crop, Alexander closed multi-year enterprise contracts with government agencies, USAID, and NASDAQ-listed corporations across 6 countries, managing the full commercial cycle from technical feasibility through to signed deployment agreements. At Greener Herd, he built a livestock intelligence platform to 8,000+ active users across 11 countries in under 9 months at $0 paid acquisition.
Before AgTech: grew Groupon Middle East to $60M annual revenue as CEO and launched a $160M vertical from zero at Groupon’s Chicago headquarters.
Every Reveneering engagement is run by Alexander directly. No account managers. No junior team. The operator who closed these deals is the one working on yours.
AgTech: enterprise
13
Enterprise deployments, Greener Crop
6 countries · USAID · NASDAQ-listed clients · multi-year government contracts
AgTech: producer acquisition
8,000+
Active users, Greener Herd · under 9 months
11 countries · $0 paid acquisition · WFP and Techstars-backed
Before AgTech
$60M+
Annual revenue as CEO, Groupon Middle East
220% growth · 24-person sales team · highest-performing global entity
Before AgTech
$160M
First-year revenue, Groupon travel vertical · from zero
15-person team · 15+ country rollout · methodology adopted globally
“Alexander brings a rare combination of operational experience, technical understanding, and commercial insight. His ability to identify viable market strategies and help founders avoid common pitfalls has been genuinely valuable.”
“Alexander is an incredible partner for any founder. He helped us turn the Graze-It vision into a scalable, actionable business model with a clear GTM path. Authentic, insightful, and zero fluff.”
“Alex helped us cut through the noise. We went from questioning our positioning to having a rock-solid GTM strategy and a clear understanding of our competitive edge. If you want to stop guessing and start scaling, this is the partner you need.”
“I consider Mr. Kappes to be among a relatively small group of professionals internationally who possess the practical expertise to design and commercialize controlled-environment agriculture systems, particularly those involving innovative integrations with energy or computing infrastructure.”
“Mr. Kappes’ contribution was significant: his work helped transform an initial concept into a structured, technically viable, and commercially grounded project plan. His ability to align technical design with economic feasibility accelerated the development process and reduced uncertainty for stakeholders.”
Brinc
GTM Mentor & Judge
Global tech accelerator. Selected to mentor and evaluate founders on go-to-market and commercial execution.
Gener8tor
Pitch Mentor & Judge
U.S. AgTech accelerator. Invited to evaluate early-stage startups on pitch quality and commercial readiness.
Techstars
GTM & Sales Mentor
Worldwide leading accelerator. Embedded as mentor on enterprise sales and go-to-market for portfolio founders.
Rocket Internet
Executive Alumnus
Global company builder. Senior executive across multiple ventures in MENA and emerging markets.
Pricing
Two engagement options. Fixed fees. Nothing hidden.
Paid in milestones tied to delivery. No work proceeds ahead of payment. You own everything built.
Start here
Phase 01
The Commercial Quarter
90-day sprint. Fixed scope. Fixed fee. We build your commercial infrastructure from the ground up.
Deal architecture and AgTech-specific sales process
Pitch and messaging optimization framework
Full CRM architecture and pipeline management process
Direct deal participation: calls, proposals, and negotiation alongside you
Board-ready revenue model and 90-day retrospective
Hiring brief for your first full-time sales lead
Phase 02
Embedded Leadership
Ongoing fractional CRO. Runs the infrastructure built in Phase 01. Available to Phase 01 clients only.
$10,000
Per month · minimum 3 months · in advance
Weekly pipeline review and deal strategy
Engine optimisation: lead quality, outreach performance, pitch refinement
Direct enterprise outreach and deal structuring
Buying committee navigation and negotiation support
Sales team coaching and performance management
Board-level commercial reporting each month
NDA first. Signed before any commercial information is shared.You own it. CRM, deal framework, playbook, pipeline. All yours permanently.Exit at week 5. Either party may close at the end of Phase 2 with no further obligation.
Book a 30-minute call
A focused 30 minutes on your current commercial situation: where the pipeline is, where it’s stalling, and whether a Reveneering engagement is the right fit. If it is not the right fit, that will be said clearly on the call.
The AgTech founders who break through are not always the ones with the best technology. They are the ones who build a commercial engine before their runway forces them to.