Why your pitch deck won’t grow corn

Cultivating Innovation: Upside Robotics’ Journey to Sustainable Farming

Jana Tian, Co-founder and CEO of Upside Robotics, presented her company’s innovative solution at Web Summit Vancouver 2026. Upside Robotics develops lightweight autonomous robots to significantly reduce fertilizer waste in agriculture. Their technology precisely applies nutrients at the root level, targeting corn, a crop responsible for 60% of global fertilizer consumption, with the aim of reducing this by two-thirds.

Despite lacking farming experience, Ms. Tian and her co-founder, Sam, immersed themselves by living in a camper on farms for four months. This allowed rapid robot iteration in real-world conditions. Before building, they validated their concept by identifying corn farmers via Google Maps and securing seven Letters of Intent (LOIs) in a single day, confirming strong market demand.

Mr. Joe Ros, Partner at Entrepreneur First, detailed their model of backing individuals pre-idea, betting on talent and determination. Entrepreneur First facilitated Ms. Tian finding her co-founder, Sam, through a rigorous “dating” process. Mr. Ros emphasized investing in founders who demonstrate grit and ambition, capable of overcoming obstacles.

Mr. Ros acknowledged that “robotics” and “AgTech” can deter investors due to perceived long cycles. However, he stressed looking beyond labels to customer traction. Upside Robotics rapidly grew from 7 initial customers to 80 deployed robots, with 200 on a waitlist, demonstrating strong market pull despite industry stereotypes.

Ms. Tian asserted that agriculture is no longer a slow-moving industry. Factors like an aging labor force, climate change, and tripled fertilizer prices make automation a necessity. This urgent demand drives fast adoption of robotics, creating a significant opportunity for disruption and growth in the sector.

Upside Robotics’ focus on corn, with its consistent planting and growing methods, simplifies scaling. After piloting in Canada’s $4 billion corn market, they are expanding to the US, a $100 billion market. Minimal changes are needed for this transition, as farmer behaviors are similar, aiming for $100 million in Annual Recurring Revenue by penetrating just 0.01% of the market.

Ms. Tian shared a critical challenge: their first prototype robot burned down, requiring a rebuild in less than a week. She highlighted resilience as a founder’s key skill, likening it to a “cockroach” that refuses to die. She also noted that operational growth, particularly hiring and integrating a large team effectively without burnout, presents greater difficulties than fundraising.

Ms. Tian advised aspiring entrepreneurs not to be deterred by a lack of prior experience. She encouraged them to pursue problems they are passionate about and commit to learning rapidly, doing “whatever it takes.” Her own journey, from no farming background to leading an AgTech robotics company, exemplifies that passion and determination outweigh initial experience.