Frameworks Workshop SBIR/STTR Track: Selling Your Innovation in a Risk-Averse Market

......... June 27th 2017
Presented by Martin Kleckner, Business Advisor, North San Diego SBDC

Program Overview

Are you struggling to sell your idea to investors, grant proposal reviewers, and strategic partners? Do you have a story to tell, but no one is listening?

This workshop is for anyone who is launching a new venture and needs investment capital, federal SBIR grant funding and/or strategic investing partners to enable their growth. Raising the funds and finding the early adopter that you need to launch your new venture is a huge and often frustrating challenge. It is intensely competitive and most entrepreneurs ultimately do not get the support and capital that they need. Prospects (early adopters, investors, reviewers, and partners) are distinguishable in terms of how to be approached, but all share comparable buyer behavior characteristics, especially in the face of change, disruption, perceived risk, and needed evidence to balance that risk. We all need to understand buyer behavior and how different people adopt innovations at certain times in a market development life cycle if we want succeed in getting them to open-up to us. How can you increase your chances to get their doors opened and create the best footing to succeed?

What You Will Learn

  • How investment buy-in decisions are made emotionally first and justified rationally later
  • What is every buyer’s hidden agenda
  • Five buy-in decisions that every investor, partner and customer will make before investing in you
  • How all buy-in decisions are made in a precise, psychological order of steps
  • What are the top six buy-in motives and how you need to adapt to them in your story
  • Why that elevator drill is so important (and why most of us are lousy at it) & how C-Level executives do it to control a pitch meeting
  • Why “Story-Telling” is a vital part of your pitch and how to do it right
  • Why many companies are not receptive to you when they may need your innovation the most
  • What are “Market Niche Chasms” and how you should navigate them
  • How you can improve your chances of success through the “Art of Asking Questions” to convert your customer into the selling your innovation to him/her self

Who Should Attend

Venture start-up founders, researchers, principal investigators, CEO’s, CSO/CTO’s, and other senior scientific/technical staff who need to sell their innovations to federal, Phase I SBIR or STTR funds, foundation grant proposals, and/or private/corporate seed capital investors.

About the Presenter

Martin Kleckner has more than 25 years in senior level operations, general management, marketing, and business development experience. He works with companies on corporate planning, strategy, commercialization, and public policy throughout Europe, Asia and the Americas. In the last 18 months, his start-ups (portfolio clients) have won 8 SBIRs.

In partnership with
Do you have a breakthrough energy technology? Check out the San Diego Regional Energy Innovation Cluster for the opportunity to attend workshops for free!