Deeptech startups need a deep marketing

Deeptech startups are tackling tomorrow’s challenges through disruptive technological innovation based on scientific research. This is why Deeptech investors are willing to take greater risks and wait longer.

Moreover, one of the main reasons why startups fail is that their offering does not meet a market need. Alignment with market needs is a basic principle that is well disseminated within incubators.

Does this also apply to Deeptech startups?

Their inventions are so fantastic that they could be relieved of the tasks of market research, prospecting, promotion, seduction, persuasion, and sales.

On the contrary, in the name of responsibility towards future generations, Deeptech startups must invest even more in understanding how their potential markets work and gradually acquire all the skills needed to deliver the promised impact.

This article

• describes the context in which the need for market research arises,
• lists the reasons for postponing this step, some legitimate, others problematic,
• shares lessons learned from practitioners who have navigated in uncertain environments,
• identifies the success factors to reach the full market adoption, and keep the founding promise.

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