Technically brilliant yet commercially vague?
Let's fix that!
Deeptech is different.
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You won't find conversations about technology readiness levels in marketing textbooks.
Deeptech is a different world, and needs to be managed accordingly.
Different in complexity. Different in breadth of applicability. Different in time to market. And so much more.
Standard advice assumes you start with customer problems, build solutions and then 'exacerbate pain points'. No.
Deeptech starts with breakthrough technology that can solve problems customers don't know they have yet. The start-up ecosystem has causality backwards for deeptech.
A marketing textbook won't cut it. And the SaaS playbooks won't do the job.
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And with deeptech it's also about more than marketING strategy; it's about a market strategy; everything that comes between you and your market.
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From technical brilliance to commercial clarity.
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What's your deeptech market strategy?
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From lab to market
Through my market strategy consultancy and advisory work with spinouts and early stage businesses, VC portfolio companies, and scaling companies, I've developed frameworks based on three connecting elements: the need for outside-in thinking, the shift from agnostic positioning to strategic focus, and the oft-neglected technology to human translation. These create the crucial shift from a lab mindset to a commercial mindset and help you get a handle on the three crucial elements of market, message and business model.