Insights
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How Deep Tech Marketing Actually Works
Marketing is four distinct functions with different outputs and metrics. How each shifts for deep tech.
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Framing: The Most Powerful Tool in Deep-Tech Storytelling
Framing is the lens through which people understand your message, and the most powerful tool in deep tech storytelling.
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The 5Cs Framework for Deep Tech Founders
Company, Context, Customer, Competition, Capital: five questions every deep tech founder must answer.
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On Product/Market Fit
Why product/market fit is the one thing that forgives everything else a startup gets wrong.
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Deep-Tech Fundraising = Storytelling
Breakthrough science does not raise rounds by itself. Deep tech fundraising runs on storytelling.
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FRAME THE DEEP TECH, BUT SPEAK THE VENTURE DIALECT
Pattern matching is venture’s default screening mechanism. Frame the deep tech so investors recognise the story.
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The Questions Behind the Questions: What VCs Really Want to Know About Your Startup
What investors are really asking beneath the standard pitch meeting questions.
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The Startup Funding Journey: A Simple Framework for Pitching at Each Stage
A simple framework for framing your pitch at each stage of the funding journey.
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The Investment Strategy Memo
The memo that becomes a VC’s internal investment thesis, and why it belongs in your investor pack.
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What is The Big Idea?
From Ogilvy to Nolan: why one clear guiding idea anchors a company’s story.
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The "What You Have to Believe" Framework
Emergence Capital’s framework for the assumptions an investor must accept to back you.
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The Strategic Power of Category Creation for Tech Startups
Why defining a new category beats fighting incumbents on their terms.
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The Art of Positioning: How Tech Startups Win Market Share in the Mind
Positioning is a strategic decision, not a marketing exercise. How tech startups win market share in the mind.
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Creating SaaS websites that convert
Nine essential elements of a SaaS website that converts visitors into customers.
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Mastering the Series A Pitch Deck: A Framework
A framework for the Series A pitch deck: the narrative and data points investors need to reach a decision.