Following the start of the YPHA Launch Success Challenge in the Netherlands, the ten delegates now take on the next step on their journey to bring to market a brand-new variety of begonia. 

© Megan Warren-Davies

Welcomed to Hyve in London for a back-to-back masterclass with Michael Perry (AKA Mr Plant Geek), Natalie Boynton and Jane Lawler, the delegates were divided into two teams which will compete against each other to name, label and market a new species of Begonia, with the guidance of experienced industry mentors. 

The two teams were given the opportunity to split up and spend their time separately, which enabled them to have a chance to freely discuss ideas. 

For Beth Anderson, plant health and seeds inspector, her team went onto its first masterclass with Jane Lawler, an experienced business consultant with an inspiring list of clients. 

“Jane taught us about commerciality in the horticultural industry, with the sobering fact that 70% of all new products fail,” says Anderson. “Her teachings included how to carry out market research, techniques for our team to prioritise ideas, and risks that we need to be aware of during the process.” 

© Megan Warren-Davies

Lawler’s process included understanding trends, customer behaviour, competitors and many other factors that can affect a new product’s success.

The second masterclass was then spent with Michael Perry and Natalie Boynton who stressed the importance of a well-named plant with a strong identity, and their combined experience in this space was invaluable. 

“We then had an opportunity to discuss potential names for our Begonia, filling the walls of the office with some excellent (and some questionable) names,” says Anderson.  

The experience gave the two teams lots of ideas to work through, and since their day at Hyve, Anderson and her team has been busy gathering information, carrying out market research, making visits to see competitor products and meeting remotely to discuss their findings.  

The next step in the YPHA Launch Success Challenge will be an in-person seminar which will take place at the beginning of August, when the teams will be meeting with Jennie Kwan and Eve Kerrigan to find out even more about bringing a new plant to market. 

Launch Success Challenge is YPHA’s brand new accelerator programme, designed to prioritise and progress many of the skills that horticulture relies upon but often fails to nurture. The programme has been made possible thanks to support and funding from Headline Partner, Peter Moore, plus The British Association of Landscape Industries, Beekenkamp Plants B.V., Westland Horticulture Ltd, Pöppelmann GmbH, the BOA- British Ornamentals Association and The Garden Centre Association. Contributors to the programme include: Michael Perry, Liz Dowling, Floramedia, BBC Gardeners’  World Events, British Garden Centres, Happy Plants Ltd, Glee Birmingham , Jane Lawler and Boyd Douglas-Davies. For more information please visit https://www.ypha.org.uk