Ready to build your own Founder-Led Growth engine? Book a Strategy Call
Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
Building the “Google Maps of Water”: A Founder’s Journey Through Climate Tech Go-to-Market
Most founders face the challenge of bringing innovative products to market. But what happens when your product is so forward-thinking that the market itself isn’t quite ready? This is the reality for climate tech founders racing to build solutions for problems that many companies are only beginning to understand.
In a recent episode of Category Visionaries, one founder shared a refreshingly candid perspective on navigating this challenge. Javier Marti, CEO of Divirod, who’s building a water risk data platform, pulls back the curtain on the realities of gaining traction in an emerging market where traditional growth metrics don’t tell the whole story.
Creating a New Category
When explaining his company to strangers, Javier keeps it simple: “I’m building the Google Maps of water.” This analogy instantly connects with people because, as he notes, “everybody understand what the Google Maps is, and we all understand how traffic is affecting our ability to go from a to b and how useful that is to many industries.”
But unlike Google Maps, which serves an established need, Javier’s platform addresses a problem many businesses are just beginning to grapple with: understanding and quantifying water-related climate risks. The challenge isn’t just technical – it’s educational. As Javier explains, “we know more about a pit stop coming our way than a flood event that may happen in your doorstep.”
The Reality of Market Timing
Rather than paint an overly optimistic picture of rapid growth, Javier offers a clear-eyed view of the market reality: “The traction is sort of slow.” But this admission comes with important context. When you’re building something truly disruptive, he explains, where “market is still like, yes, we know that there is climate change that is risk associated to the water. We don’t know how to tackle that at large,” slower initial traction is to be expected.
This perspective offers a valuable lesson for founders building in emerging markets: sometimes the most important metrics aren’t traditional growth numbers, but rather indicators that you’re laying the groundwork for future adoption.
Finding Early Adopters
Javier’s approach to finding early adopters is refreshingly straightforward: “It’s a tedious process… but there’s always one early adopter, every hundred people that you talk to.” The key is persistence and understanding that early adoption often comes from a place of frustration with existing solutions. As he notes, many early customers come to them saying, “we tried everything, we tried this, we tried that, and then it was stumbling to the road and what you’re offering. This actually makes sense.”
Partnership-Led Growth
Perhaps the most tactical insight from Javier’s experience is his emphasis on strategic partnerships as a go-to-market lever. “Work on your partnerships,” he advises, “surround yourselves and your company with partners who can help you understand how to get to the ultimate market adoption.”
This isn’t just about distribution – it’s about positioning. Javier’s company deliberately positioned itself between two established market segments: sensor companies selling hardware solutions and data companies building risk models. This strategic positioning helps frame partnership discussions and creates clear value propositions for potential partners.
The approach has yielded partnerships with major players like “Dosha Telecom, which is the number nine brand in the world at the moment, according to Forbes, and other partnerships with very well known, respected companies such as Databricks, SRE and Thales, SAS and others.”
Building for the Long Term
Looking ahead, Javier’s vision extends beyond just creating a successful company. He sees a future where water risk data is democratized: “I really hope that we can have everybody using our water risk insights to understand the water risk that is around themselves.”
For founders building in emerging markets, Javier’s experience offers a valuable blueprint: focus on partnerships, maintain direct customer contact to inform product development, and most importantly, recognize that sometimes the market needs time to catch up to your vision. As he puts it, “The future is there, that exists. The reality today is that we are still working towards that future.”
Actionable
Takeaways
Embrace Global Experiences:
Javier’s international background enriched his perspective and problem-solving skills, emphasizing the value of diverse experiences in entrepreneurship. For B2B tech founders, incorporating global insights can lead to more innovative solutions and a broader understanding of the problems you aim to solve.
Pursue Passionate Side Projects:
The journey into e-commerce wine sales highlighted the importance of exploring varied interests. These ventures can unexpectedly shape your entrepreneurial path, providing valuable lessons in direct-to-consumer marketing and supply chain logistics.
Identify and Address Niche Problems:
Javier’s shift from space engineering to tackling water data scarcity underscores the importance of focusing on specific, impactful problems. Founders should seek out underserved or emerging areas where their technology can make a significant difference.
Utilize Public and Proprietary Data:
Divirod’s approach to solving water data scarcity with a mix of publicly available information and proprietary technology offers a model for leveraging existing resources while innovating to fill gaps in data availability.
Focus on Partnerships for Growth:
Early-stage startups, particularly in disruptive markets, can accelerate growth through strategic partnerships with established industry leaders. These collaborations can provide credibility, scale, and access to new markets.
Recommended Founder
Interviews
Doron Myersdorf
CEO & Co-Founder of StoreDot
Doron Myersdorf, CEO & Co-Founder of StoreDot : $200 Million Raised to Power the Future of Electric Vehicles
Alisa Valderrama
Co-founder and CEO of FutureProof Technologies
Alisa Valderrama, Co-Founder and CEO of FutureProof Technologies: $10 Million Raised to Translate Climate and Weather and Financial Risk with Unprecedented Accuracy
Joselyn Lai
CEO & Co-Founder of Bedrock Energy
Joselyn Lai, CEO & Co-Founder of Bedrock Energy: $9 Million Raised to Power the Future of Geothermal Energy
Michael Witte
CEO & Co-founder of Workrise
Michael Witte, CEO & Co-founder of Workrise: $750 Million Raised to Power the Future of the Energy Industry
Sid Jha
Founder & CEO of Arbol
Sid Jha, Founder & CEO of Arbol: Over $20 Million Raised to Build the Future of Climate Risk Management
John Belizaire
CEO of Soluna
John Belizaire, CEO of Soluna: $180 Million Raised to Power the Future of Renewable Computing for AI
Thomas Sisto
CEO & Co-Founder of XL Batteries
Thomas Sisto, CEO & Co-Founder of XL Batteries: $20 Million Raised to Transform Grid-Scale Energy Storage
Ali Javidan
Co-Founder of Range Energy
Ali Javidan, Co-Founder of Range Energy: $9 Million Raised to Build the Future of Electric Semi-Trucks
Scott Graybeal
CEO of Caelux
Scott Graybeal, CEO of Caelux: $70 Million Raised to Transform Solar Energy with Perovskite Technology
Greg Newbloom
CEO and Founder of Membrion
Greg Newbloom, CEO & Founder of Membrion: $23 Million Raised to Build the Future of Industrial Wastewater Treatment Solutions
Kenneth Herschel
CEO and Co-Founder of Viggo
Kenneth Herschel, CEO and Co-Founder of Viggo: Nearly $6 Million Raised to Build the Future of EV Charging Infrastructure
Allen Kramer
Co-Founder & COO of Crux
Allen Kramer, Co-Founder and COO of Crux: $27 Million Raised to Power the Future of Sustainable Finance
Gary Ong
CEO & Founder of Celadyne
Gary Ong, CEO & Founder of Celadyne: $5 Million Raised to Power the Future of Green Hydrogen Production
Adam Tank
Co-Founder of Transcend
Adam Tank, Co-Founder of Transcend: $35 Million Raised to Revolutionize Critical Infrastructure Design
Joshua Riedy
CEO and Founder of Thread
Joshua Riedy, CEO and Founder of Thread: $20 Million Raised to Power the Future of Energy Grid Maintenance
Michael Belenkie
CEO and President of Entropy
Michael Belenkie, CEO and President of Entropy: $300 Million Raised to Spearhead Efficiency and Innovation in the Carbon Capture Economy
Zak Lefevre
CEO of ChargeLab
Zak Lefevre, CEO of ChargeLab: $20 Million Raised to Build the Operating System for EV Chargers
Dr. Kai-Philipp Kairies
CEO and Co-Founder of Accure
Dr. Kai-Philipp Kairies, CEO & Co-Founder of Accure: $18.5 Million Raised to Build the Future of Battery Intelligence
Greg Fallon
CEO of Geminus
Greg Fallon, CEO of Geminus: $12 Million Raised to Help the Industrial Sector Prepare for the Energy Transition
Omar Abou-Sayed
Co-Founder & Executive Chairman of Vaulted Deep
Omar Abou-Sayed, Co-Founder & Executive Chairman of Vaulted Deep: $8 Million Raised to Build the Future of Carbon Removal
Khaled Hassounah
CEO & Founder of Ample
Khaled Hassounah, CEO and Founder of Ample: $290M Raised to Build the Future of EV Batteries
Marina Azcarate
Head of Marketing of Mitiga Solutions
Marina Azcarate, Head of Marketing at Mitiga Solutions: Driving the Future of Climate Risk with Cutting-Edge Tech
Dan Forman
CEO and Co-Founder of Copper Labs
Dan Forman, CEO and Co-Founder of Copper Labs: $13 Million Raised to Enable the Data-Driven Utility of the Future
Ben Christensen
CEO of Cambium Carbon
Ben Christensen, CEO of Cambium Carbon: $5.5 Million Raised to Build a new Category of Sustainable Wood
Astrid Atkinson
CEO & Co-Founder of Camus Energy
Astrid Atkinson, CEO of Camus Energy: $20 Million Raised to Build the Future of Grid Management
Virginia Klausmeier
CEO and Founder of Sylvatex
Virginia Klausmeier, CEO and Founder of Sylvatex: More Than $15 Million Raised to Build a Better Class of Sustainable Materials and Drive the Green Revolution
Martin Kosak
Head of Marketing of Sensoneo
Event Marketing Mastery: Martin Kosak on Sensoneo’s Success at Trade Shows
Matt LeDucq
CEO and Co-Founder of Forum Mobility
Matt LeDucq, CEO & Co-Founder of Forum Mobility: $423 Million Raised to Power the Future of Zero-Emission Trucking
Josh Knauer
Co-Founder of Reseed
Josh Knauer, Co-Founder of Reseed: $5 Million Raised to Build the Future of Carbon Credits for Farmers
Marc Borrett
CEO & Co-Founder of Reactive Technologies
Marc Borrett, CEO & Co-Founder of Reactive Technologies: $80 Million Raised to Build the Future of Grid Measurement
Jan Willem Rombouts
CEO & Founder of Beebop AI
Jan Willem Rombouts, CEO & Founder of Beebop AI: $5.5 Million Raised to Power Grid Orchestration for the Clean Energy Transition
Antoine Welter
CEO and Co-Founder of Circu Li-ion
Antoine Welter, CEO & Co-Founder of Circu Li-ion: $8.5 Million Raised to Build the Future of Battery Upcycling
Tim Weiss
CEO and Co-Founder of Optera
Tim Weiss, CEO & Co-Founder of Optera: $17.5 Million Raised to Build the Future of Carbon Management and Accounting
Kameale Terry
Co-Founder and CEO of ChargerHelp!
Kameale Terry, Co-Founder and CEO of ChargerHelp!: Over $20 Million Raised to Build the Future of Electric Vehicle Infrastructure
Kathy Hannun
Founder & CTO of Dandelion Energy
Kathy Hannun, Founder & CTO of Dandelion Energy: $175 Million Raised to Democratize Geothermal Energy for Home Heating and Cooling
Elizabeth Muller
Co-Founder and Executive Chair of Deep Isolation
Elizabeth Muller, Co-Founder and Executive Chair of the Board of Deep Isolation: Over $22 Million Raised to Build the Future of Nuclear Waste Disposal
Adam Silver
CEO & Co-Founder of Plural Energy
Adam Silver, CEO & Co-Founder of Plural Energy: $2.8 Million Raised to Build the Future of Clean Energy Investing
Chris Hare
CEO of PRTI
Chris Hare, CEO of PRTI: Over $25 Million Raised to Transform America’s Billions of Waste Tires into Valuable Commodities
Quentin Scrimshire
CEO and Co-Founder of Modo Energy
Quentin Scrimshire, CEO & Co-Founder of Modo Energy: $20 Million Raised to Build the Energy Asset Benchmarking Category
Gary Lewis
CEO & Co-Founder of Resourcify
Gary Lewis, CEO & Co-Founder of Resourcify: $15 Million Raised to Build the Future of Recycling Management
Allison Wolff
CEO of Vibrant Planet
Allison Wolff, CEO at Vibrant Planet: $34 Million Raised to Build the Future of Land Management Restoration
Saurabh Kapoor
CEO & Co-Founder of Metafuels
Saurabh Kapoor, CEO & Co-Founder of Metafuels: $22 Million Raised to Pioneer Synthetic Aviation Fuel Technology
Kentaro Kawamori
CEO & Co-Founder of Persefoni
Kentaro Kawamori, CEO & Co-Founder of Persefoni: $114 Million Raised to Build the Climate Disclosure & Carbon Management Category
Troy Carter
CEO and Co-Founder of Earthshot Labs
Troy Carter, CEO and Co-Founder of Earthshot Labs: $11 Million Raised to Power the Future of Ecosystem Conservation and Restoration
Mukund Karanjikar
CEO of CleanJoule
Mukund Karanjikar, CEO of CleanJoule: $55 Million Raised to Power the Future of Sustainable Aviation Fuel
Alex Siminoff
Director of Marketing of Parity
Alex Siminoff, Director of Marketing at Parity: Mastering HVAC Optimization with Effective B2B Storytelling
Iain Cooper
CEO of SeekOps Inc.
Iain Cooper, CEO of SeekOps, $23 Million Raised to Build the Future of Emissions Monitoring
Steff Gerhart
Co-Founder & Co-CEO of ecoLocked
Steff Gerhart, Co-Founder & Co-CEO of ecoLocked: $6 Million Raised to Transform Buildings into Carbon Sinks
Thibault Castagne
CEO and Founder of Vianova
Thibault Castagne, CEO and Founder of Vianova: $8.8 Million Raised to Build the Go-To Operating System for the Mobility World
Matt Loszak
CEO & Co-Founder of Aalo Atomics
Matt Loszak, CEO & Co-Founder of Aalo Atomics: $33 Million Raised to Build the Future of Nuclear Energy
Curtis VanWalleghem
Co-Founder & CEO, Board Member of Hydrostor
Curtis VanWalleghem, CEO of Hydrostor: $322 Million Raised to Build the Future of Energy Storage
Sandeep Ahuja
CEO of Covetool
Sandeep Ahuja, CEO of Covetool: $36 Million Raised to Power the Future of Building Design with AI
Preston Bryant
Co-Founder, Executive Chair, & Chief Commercial Officer of Momentum
Preston Bryant, Co-Founder of Momentum: $20 Million Raised to Transform Battery Recycling Through Materials Science Innovation
Arvin Ganesan
CEO of Fourth Power
Arvin Ganesan, CEO of Fourth Power: $20 Million Raised to Build the Future of Energy Storage
Kaitlyn Albertoli
CEO and Co-Founder of Buzz Solutions
Kaitlyn Albertoli, CEO and Co-Founder of Buzz Solutions: Nearly $6 Million Raised to Build the Future of Infrastructure Inspection
Francesco Volpe
Founder of Renaissance Fusion
Francesco Volpe, Founder of Renaissance Fusion: $30M Raised to Build the Future of Nuclear Fusion Technology
Manik Suri
Manik Suri, CEO and Founder of Therma: $30 Million Raised to Build the Cooling Intelligence Category
Liz Gilligan
CEO & Founder of Material Evolution
Liz Gilligan, CEO & Founder of Material Evolution: $19 Million Raised to Build the Future of Sustainable Cement
Daniel Betts
CEO & Co-Founder of Blue Frontier
Daniel Betts, CEO of Blue Frontier: $47.8M Raised to Revolutionize Air Conditioning with Energy-Storing Smart Climate Technology
Matei Stratan
CEO of Ogre
Matei Stratan, CEO of Ogre: $2 Million Raised to Build the Future of Energy Management