SME Instrument Reviewer s Perspective. Juha Riikonen

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1 SME Instrument Reviewer s Perspective Juha Riikonen juha.riikonen@spinverse.com

2 My Background Aalto University D.Sc. (Tech.) 2006 Research group leader Many R&D&I projects with Industry H2020 proposals Spinverse Juha Riikonen Joined Spinverse team about 2 years ago New business development (large corporates to start-ups) Business plan, Innovation management, international growth, funding Proposal preparation (H2020 consortia to SME instruments) 20 M funding for 26 SME cases Reviewer SME instruments Academic peer-review

3 What kind of SME cases EU is looking for?

4 SME k Business Plan 1 (10 pages) M Business Plan 2 (30 pages) 0

5 SME 1 evaluation process, step-by-step 50 k

6 SME 2 evaluation process, step-by-step M

7 Remote Evaluation: Scoring (SME1 & SME2)

8 Remote Evaluation: Scoring (SME1 & SME2) * *The median is the arithmetic mean of the two "middle" scores of the four evaluators

9 Remote Evaluation: Selection of Expert Evaluators In the online form applicants select max 3 main keywords (out of 15 predetermined) and one sub-keyword for each. You can blacklist max 3 persons for commercial or other reasons. Most weight in matching the expert-evaluators No proposal topics in future

10 The evaluators have different backgrounds and may have different focus areas. Academic professors Industry, business Venture capitalists 3rd sector, e.g. patient organisations Lawyers Others Evaluators work under time pressure make it easy to read and understand SME 1: ~2 hours per application SME 2: ~4 hours per application

11 Remote Evaluation: Basics Proposals are evaluated as is Not on the potential (if changes were to be made) No reading between the lines Address all the required (requested) aspects Only way to have a chance of being funded There will be no possibility for significant changes to Content, budget and consortium composition They will not ask for clarifications Applicants are free to decide what to include in a proposal Experts evaluate any information provided, specifically credibility

12 Evaluators are instructed to be tough Maintain a very high quality standard: do not be too positive Exercise critical judgement e.g. assess the credibility or plausibility of very positive growth figures Only way to have a chance of being funded Reflect shortcomings in a lower score for the relevant criterion Proposals with significant shortcomings should not receive above-threshold scores Provide explanation of shortcomings but do not give recommendations Explanations are for EC only, not provided to the applicant Think as an investor Would you put money in this proposal Assess the compliance with best value-for-money e.g. in subcontracting Consider does the SME has the capacity to carry out the activity

13 How to sell your idea to the evaluators? Make it easy for the evaluators Many proposals, very little time Explain the big picture What is your key message Provide evidence and clear information facts, numbers, references Use illustrations Considered what is relevant Be consistent Terminology, Have full and complete story Write good English Not too fancy

14 Evaluators will not believe your story of then a miracle occurs + Great idea Miracle occurs Hockey stick growth

15 Explaining the technology Take time to considered what is the relevant depth Not too laconic* Not too detailed* Our metal nanoparticles *both are very typical mistakes

16 Typical mistakes 1/2 Lot s of text, very little illustrations We have no competitors All tech talk, no business Optimizing font size & margins Missing justification for the claims No credibility No structure, no story, no consistency Unclear customer problem / need IBM infographic on Watson versus Only text

17 Typical mistakes 2/2 Non-human readable figures or tables Cover all required aspects e.g. missing IPR or benefit to Europe Too many pages (in appendices) e.g. 10 page SME1 with 50+ non-english pages We just get the hockey stick growth No justification for sales CVs are not relevant Long academic CVs Only scientific/technical background

18 Take home messages 1/2 It is not easy, but why not you? Don t do it just to get the money Work plan needs to be realistic Drafting a good business plan will help your business Direct your efforts VC deck Cover and clarify all parts Technology, market, go-to-market, financials Remember that the evaluators may know nothing about your industry or everything

19 Take home messages 2/2 Deliver good first impression Catchy title and an attractive abstract Do not only focus on the project remember the business opportunity! How you actually commercialize your idea Remember to explain why you will succeed and not your competitor Provide enough information on competing solutions and competitors Have enough innovation and risk It is not enough to develop a product that already exists on the market, or to do things you would do anyway ( business as usual )

20 Thank you for your attention! Questions?

21 Juha Riikonen FOLLOW US:

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