In just 18 months, Vibrant Planet expanded their land management platform from 300,000 to 18 million acres across the western United States. In a recent episode of Category Visionaries, CEO Allison Wolff revealed their unconventional approach to cracking one of tech’s most challenging markets: government sales.
The Trust-First Approach
Most startups try to accelerate government sales through traditional B2B tactics. Vibrant Planet took the opposite approach. “This is a very relationship, trust driven space… It’s the most relationship driven business I’ve ever experienced,” Allison explains.
Even with her impressive Silicon Valley background, she discovered that government sales required a fundamentally different mindset. It “took several years of many conversations to also build that kind of rapport with folks.” This patient approach laid the groundwork for their later rapid scaling.
Building Through Co-Creation
Rather than developing their product in isolation, Vibrant Planet made a strategic decision to collaborate deeply with early customers. “We built an incredibly robust, minimum viable product that was actually functioning in a very high profile area of California that was one of the highest risk areas,” Allison shares.
The key was their co-development approach: “We really co-designed the system with them as they were going through a risk management workflow. We built it side by side with them, and then they became our earliest and biggest paying customers once they saw the potential of the system.”
Embracing Complexity
While many startups try to simplify their offering for government buyers, Vibrant Planet leaned into the inherent complexity of their solution. “What we do is really complicated. We’re basically doing our best to mimic the complexity of nature,” Allison notes.
This commitment to tackling complexity head-on earned them credibility with government stakeholders. As Allison explains, “The forest service, for example, has to manage for carbon, water, biodiversity, recreation values and protecting communities that are in and around their forests.”
The Multi-Level Sales Strategy
Vibrant Planet’s rapid scaling came from their ability to sell at multiple government levels simultaneously. “We are hoping to really support at all scales of government… where billions of dollars are moving from the Inflation Reduction act and still from the infrastructure bill for wildfire risk mitigation,” Allison explains.
Their platform works “at that national scale as well as at the hyper local scale where permits happen… where you’ve got a local watershed and multiple collaborators working across land ownership jurisdictions, helping them figure out where do we deploy our capital.”
From Regional to National
Their expansion strategy focused on proving success in high-profile areas before scaling. Today, they’re “in California, both northern and southern California, which are very different ecologically and socially, Oregon, Colorado, Idaho, New Mexico.” This geographic diversity has been crucial for “testing the system in radically different social ecological context.”
Future Growth Strategy
Looking ahead, Vibrant Planet is positioned for even more dramatic scaling. “We are deploying in about 300 million acres. So the system’s available in about 300 million acres, and we will hopefully be serving customers in the vast majority of that area,” Allison reveals.
Their success offers several key lessons for founders targeting government markets:
- Invest in relationships before pushing for sales
- Co-create solutions with early customers
- Embrace necessary complexity rather than oversimplifying
- Build for multiple government levels simultaneously
- Prove success in high-profile areas before expanding
Vibrant Planet’s journey shows that while government sales require a different playbook, they can lead to rapid scaling when approached strategically. The key is building genuine relationships, demonstrating deep domain expertise, and having the patience to navigate longer sales cycles while maintaining a clear vision for scale.
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