PlantATree (company wished to remain anonymous) was founded to capitalize on an idea to enable tree, bush and plant growth in a harsh environment where water is scarce. The company sells boxes/containers to surround a tree and capture all the water that is available. This container slowly releases the water and stabilizes the micro-climate around the tree, enabling a higher chance of survival. Although the company website offers plenty of tips on seed (-lings) and growth methods, they do not sell any ancillary services or plants. The interviewee worked together with various partners to develop the product and set up a distribution channel. Much to his own frustration, partnerships were often damaged by abuse of confidentiality and NDAs. This resulted in a heavy reluctance to accept help from outside, although the company requires the complementary skills. Despite the hurdles, the original concept is now for sale online and is already implemented in several locations across the world, with good results in terms of the growth and survival of the plants.
(This is a pseudonym since the company prefers anonimity)