Four ways social entrepreneurs can deliver winning SBIR pitches
reSET Communications • January 12, 2015
Guest post by Merrie London, Connecticut Innovations
Recently, I was invited to visit ReSET’s LeanLaunch Pad for Impact in Hartford, a 16-week program that helps launch impact driven Connecticut start-ups. It was such a joy listening to the entrepreneurs’ stories. I met with CEO’s of startups who were inventing and reinventing businesses – all driven to promote social benefits. I was taken by their passion and desire to make the world a better place. These folks believe in themselves and I am convinced they will accomplish their goals.
But passion alone won’t make these companies successful. As with any business, there’s a need for capital. My expertise happens to be in federal Small Business Innovation Research (SBIR) grants, and I was invited to listen to pitches and provide actionable feedback so that hopefully, some of these companies could secure federal grants in the future.
During my visit, the group was learning how to build a “minimum viable product.” It’s a strategy fit for a group with limited capital. The idea is for a company to build a product with just core features so that it can get it out of the lab (so to speak) and into the hands of early adopters. These customers would then pay for the product and also provide valuable feedback. Frankly, the discussions were quite energizing. As I considered the essence of each startup’s core product, I began to think about pitches and audiences. How could these companies fine-tune their pitches to win federal SBIR grants? That’s when I came up with these tips:
- Practice makes perfect
I know you’ve heard this many times before, but it’s timeless advice. It’s hard for many people to speak publically, especially when asking for funding and support. If you practice your pitch over and over, you’ll have a much better shot at easing through it. As someone who’s seen a lot of pitches, it’s obvious to me when someone has practiced. They look more comfortable, sound more confident and are more effective with delivery. Don’t overlook this simple step! - Do your research
Knowing your potential audience is key. Take the time to research who they are and what their goals are. When pitching a federal agency here are some things to consider:What’s the federal agency’s funding mission? - What kind of research and development problems are they looking to have solved?
- Will they think your technology or product will have a significant impact?
- Deliver the four pillars of a good SBIR pitch
During your pitch, make sure you’re able to prove that:Your company has a wonderful innovation. - You find an agency that cares about your innovation.
- You can achieve your work plan goals.
- You have a management team capable of commercializing a breakthrough product.
- Be prepared to pitch at any time
Consider preparing pitches of varying lengths to keep in your back pocket. You never know when you’ll meet someone influential. Because you’ll likely already have a longer version of your pitch down, I’d recommend focusing on a pitch of just a few sentences. When you meet someone influential, first try and understand their needs. Then, as concisely as possible, explain how your technology can solve that problem or make their life easier. Avoid talking about features. Just focus on the individual’s needs.
If you have any questions about the federal SBIR program, our state SBIR matching program, or how to leverage other significant federal/industry funding please feel free to contact me.
Merrie London
Manager Connecticut SBIR and Federal Leveraging Programs
Connecticut Innovations
Merrie.london@ctinnovations.com
860-257-2894
Interested in watching Connecticut social entrepreneurs present their business’? Come to Flight Night! Hosted by reSET and Murtha Cullina on February 12 from 5:30 PM to 7:30 PM, at Connecticut Public Broadcast Network, 1049 Asylum Ave. Hartford, CT. Free parking, refreshments, and inspiration.
To learn more about reSET’s LeanLaunch Pad for Impact, attend an upcoming information session by clicking here. Applications are now open!
Program Supports Early-Stage Retail Businesses with $7,000 in Grants Hartford, CT – Tuesday, September 29, 2026 – Reset, the Connecticut-based entrepreneurial support organization committed to advancing impact-driven businesses, is proud to introduce the ten businesses participating in the sixth cohort of the Floor–Plan Retail Incubator this fall. The program equips local founders with the tools to launch, grow, and thrive in today's retail landscape. Thanks to support from the Connecticut Department of Economic and Community Development, each business completing the program will receive a $700 grant to support their business. Save the date: Focus @ Reset: Retail in Real Time The Incubator will culminate in the Focus @ Reset: Retail in Real Time graduation and pop-up market event on Wednesday, November 18 from 5:30-8:00pm at Southern Connecticut State University in New Haven, where the community can meet these entrepreneurs and experience their products firsthand. Get tickets at https://bit.ly/retail26 with the early bird discount of $5 off tickets purchased before November 1. "This cohort is building businesses that infuse care, heritage, and artistry into every product they make, and we’re excited to develop strong local businesses that invest right back into our communities," said Sarah Blecher, Executive Director of Reset. "This group brings the total number of retail businesses supported through the Retail Incubator to 73 since its launch in 2021." "From Puerto Rican pastries to block prints about collective liberation, this cohort shows how many different paths lead to a meaningful retail business," said Ndubisi Okeke, Reset Program Manager. "Our Retail Incubator gets them ready for holiday sales and sustainable operations well beyond this season, building businesses with impact." Comprehensive Support for Connecticut Entrepreneurs The Retail Incubator reflects Reset's commitment to supporting entrepreneurs who are building businesses that create positive community impact. During the 12-week program, participants access experienced mentors, legal and financial support, peer networks, and real-world opportunities to test and refine their business models. The $700 small business grant at the conclusion of the incubator provides additional support to grow their businesses. The Ten Businesses in This Year's Floor–Plan Retail Incubator: Assiah Tea & Wellness , founded by Margo Jones, offers premium loose-leaf teas, handcrafted herbal blends, and curated tea services, combining hospitality, education, and wellness to encourage connection and intentional self-care. Asabodi, created by Melissa Carrasco, is a growing small business offering vegan and plant based skincare products like turmeric sugar scrub, body butters, lotions, African black liquid soap, and scalp stimulator. Dream Fleurs , founded by accessory and web designer Maureen Connelly, is a lifestyle accessory brand inspired by flowers, travel, and historic gardens around the world. Granny's Doggie Treats , is a growing small business created by Claudia Cupe, specializing in quality, homemade dog and cat treats crafted to provide pet parents with wholesome, flavorful options while promoting responsible pet care and supporting the special bond between pets and their families. L&M Desserts , led by owner and head baker Anaïs Esther Nuñez, is a family-operated business bringing authentic Puerto Rican desserts to families, events, and catering clients across Connecticut. NUR the Label , founded by Yasmin Laila, is a contemporary fashion brand reimagining the kaftan through a modern lens, honoring African and Middle Eastern dress traditions with pieces designed for celebrations and everyday expression. Pajareando Press , created by artist, educator, and community organizer Elida Paiz Pineda, creates one-of-a-kind block prints, illustrations, and craft works exploring social justice, collective liberation, and radical joy. Ruby Sampson , founded by Ashley Powdar in 2016 in honor of her grandmother, is an artisan-powered brand based in the U.S. and Guyana that creates silk-lined hair accessories, head wraps, and apparel on a mission to close the grooming gap for natural hair textures. Trinkky Trinkks , founded by performer and choreographer Cristal Coleman, is a specialty gift boutique offering handcrafted jewelry alongside curated handbags, accessories, and unexpected finds, built as a pathway toward generational wealth. Wábi Arts , founded by photographer and arts advocate Kim Weston, is a developing gallery and teaching space in downtown New Haven featuring Connecticut-based and emerging artists and home to the FOCUS Fellowship, a teen photography mentorship program. About the Floor–Plan Retail Incubator Now in its sixth year, it is part of a suite of retail opportunities from Reset and Hartford-based Breakfast Lunch & Dinner, a community activation studio. Reset’s three-month incubator provides entrepreneurial technical support to early-stage retail businesses, helping participants understand customer needs, define pricing strategies, address key legal and financial topics, and prepare for new market opportunities. Entrepreneurs gain insights from industry experts, access a supportive community, and receive practical tools to enhance their business acumen. Through the Floor–Plan partnership, entrepreneurs can access additional market outlets and retail opportunities through Breakfast, Lunch & Dinner. About Reset Founded in 2007, Reset is a nonprofit organization headquartered in Hartford, CT, whose mission is advancing the social enterprise sector and providing inclusive entrepreneurial support across Connecticut. In February 2025, Reset acquired New Haven-based Collab, combining complementary strengths to create a more robust ecosystem for impact-driven entrepreneurs throughout the region. Reset specializes in social enterprise, meaning impact-driven businesses with double or triple bottom lines, and provides coworking space, accelerator programs, and mentoring services that inspire innovation and community collaboration. To date, Reset and Collab have assisted over 700 small businesses to start and grow with impact, and reached thousands more through low-touch supports. Visit resetco.org to learn more. # # #
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