Guest Post
By Mark M.J. Scott
President of Northern Pixels Inc.
As the year draws to a close, deep tech founders find themselves at a critical juncture. The transition into 2025 presents a unique opportunity to reflect on past challenges and chart a course for future success. While the temptation to dwell on setbacks may be strong, this article offers a roadmap for founders to transform their ventures and meet the ambitious commercial objectives promised to their boards. By embracing strategic changes and adopting new perspectives, deep tech leaders can position themselves for a breakthrough year ahead.
As Albert Einstein reportedly said, “The definition of insanity is doing the same thing over and over again, but expecting different results.” With this wisdom in mind, let’s explore five key strategies that can redefine your approach and propel your deep tech startup or scale-up towards commercial success in 2025.
1. Reassess Your Commercial Strategy
The success of deep tech startups and scale-ups often hinges on the delicate balance between technical expertise and commercial acumen. Many founders with scientific or engineering backgrounds tend to prioritize technical talent, potentially overlooking the critical role of commercial leadership. However, the most successful ventures are those that recognize the importance of marrying cutting-edge products with effective commercial strategies.
As you enter 2025, it’s time to embrace an uncomfortable truth: the best products don’t always win on their own merits. Success in the deep tech space requires a combination of innovative solutions and strategic commercial execution. Consider bringing in experienced commercial leaders who can complement your technical expertise and help chart a new course for your company.
2. Master the Commercial Language
Effective communication is crucial when engaging with business leaders and potential clients. Deep tech companies often struggle to convey their value proposition in terms that resonate with decision-makers. To overcome this challenge, focus on articulating how your solutions directly impact:
- Top-line growth
- Bottom-line improvements
- Fundamental business challenges (e.g., security, regulatory compliance)
Reassess your company’s narrative and ensure it is both contextual and meaningful to your target audience. Consider not just what you’re saying, but where and how you’re telling your story to add more context and relevance.
3. Build a Network of Influential Advocates
One of the most significant constraints for deep tech scale-ups is the over-reliance on founders for strategic meetings and pitches. To scale effectively and meet ambitious objectives, it’s crucial to develop a bench of influential advocates who can tell your story on your behalf.
Aim to cultivate at least five influential advocates in each of your priority target markets. These advocates can often wield more influence within their networks than you can as a founder. Develop a strategic plan to attract and nurture relationships with key influencers who can help you:
– Attract clients
– Generate media exposure
– Engage with industry analysts
– Build partnerships
Remember that advocacy is not just about client acquisition; it’s a foundation for broader market influence and credibility.
4. Focus on Revenue-Generating Opportunities
As you refine your sales pipeline for 2025, prioritize opportunities that are likely to close and generate revenue. Be strategic in choosing your target markets and buyers, considering which sectors are more likely to move quickly and align with your pipeline and revenue targets.
Avoid the common pitfall of engaging in lengthy, resource-intensive proof of concepts (POCs) or evaluations that may not lead to actual sales. Instead:
– Prioritize engagements with clear paths to revenue
– Seek outside opinions on your sales pipeline from experienced leaders
– Assess and optimize your sales pipeline KPIs
5. Redefine Your Product Category
As a deep tech founder, one of your most powerful strategic moves for 2025 should be to redefine your product category in your favor. The nascent nature of many deep tech markets presents both a challenge and an opportunity.
While undefined categories can be daunting for buyers, they also offer the chance to establish yourself as a category leader. To capitalize on this:
– Develop a strategy that highlights your solution’s unique differentiators
– Create a cohesive narrative that positions your company as a category definer
– Educate the market on why your approach is the future of the industry and leverage advocates to support your story
By successfully redefining your category, you can secure a leadership position that becomes difficult for competitors to challenge.
In conclusion, as you prepare for 2025, remember that commercial success in deep tech requires more than just groundbreaking innovation. By implementing these strategies, you can bridge the gap between technical excellence and market success, setting your venture on a path to achieve the ambitious objectives you’ve promised your board. Embrace change, refine your approach, and position your deep tech startup or scale-up for a breakthrough year in 2025.
About the author:
Mark M.J. Scott is President of Northern Pixels Inc., the world’s only marketing firm owned and operated by experienced deep tech / advanced tech startup leaders, all of whom have successfully commercialized and exited via acquisition. Mark has played a leadership role in multiple startup successes, including a cryptography company acquired by AppDirect, an Optics company acquired by Toyota and a pioneering Enterprise Low Code Application Platform, TrueContext, acquired by Battery Ventures in 2024. Mark was recently hired by the Quebec, Canada Government’s Quantum Innovation Zone, $435M-funded, to devise a commercial strategy to bolster start-up success. Mark can be found on X / Twitter: https://x.com/MarkMJScott
