Why Deep Tech Doesn't Follow Startup Playbooks—And What to Do Instead

Startups thrive on frameworks. From Lean Startup to Blitzscaling, the traditional playbook tells entrepreneurs to launch fast, iterate based on customer feedback, and scale aggressively.

But deep tech follows a fundamentally different logic. These aren’t consumer products that can be tested, refined, and improved with quick user interactions. Instead, they are science-driven, industry-defining innovations that don’t just enter a market—they create one.

Deep tech doesn’t optimize for customer demand. It reshapes entire industries before they even know they need it (otherwise it wouldn't really be disruptive, would it?(; ). And that’s why the startup methodologies that work for software and e-commerce fail spectacularly in science-heavy ventures.

Why "Go-to-Market" Fails in Deep Tech

The biggest misconception? That science-driven innovations can follow the same commercialization process as SaaS or digital businesses. In software, the goal is simple: build a Minimum Viable Product (MVP), test it on early adopters, and refine it based on their needs.

But what if the "customers" don’t even understand the technology yet?

Deep tech operates in domains where the laws of physics, chemistry, and biology dictate progress—not consumer feedback. You can’t “iterate” a quantum processor, a new biomaterial, or an autonomous industrial robot like a social media app. These innovations require years—sometimes decades—of development before they are even testable at scale.

Think: industrial integration.

Then there’s the regulatory burden. A SaaS company can launch an imperfect product and improve it on the go. But a biotech breakthrough needs clinical validation. A new energy storage solution requires certification and infrastructure before a single unit can be deployed. The cost of getting it wrong isn’t just losing users—it’s a complete regulatory shutdown.

Technology-Market Fit vs. Product-Market Fit

VCs love to ask about Product-Market Fit (PMF). They want to know whether customers love the product, whether adoption is scaling, and how soon the company can achieve exponential growth.

But in deep tech, Product-Market Fit is a myth—because there is no existing market to fit into. Instead, founders must focus on Technology-Market Fit (TMF):

?? Is the technology even feasible at scale? It’s not about demand—it’s about whether the scientific principles translate into an industrially viable product.

?? What infrastructure is needed for adoption? A startup can’t deploy an innovative hydrogen fuel system if the energy grid isn’t ready for it. A new semiconductor material won’t succeed if the foundries don’t support it.

?? Who needs to be convinced first? The customer isn’t always the first stakeholder. In biotech, regulators determine market entry. In energy, policymakers shape adoption. In materials science, industrial partners drive integration.

The Alternative: Proof-of-Scalability Before Proof-of-Market

Instead of MVPs, deep tech must prove itself through:

? Proof of Principle (PoP): Can the fundamental science be validated?

? Proof of Concept (PoC): Can the technology work outside the lab under real-world conditions?

? Proof of Scalability (PoS): Can it be produced reliably at an industrial scale?

Without these steps, even the most promising innovations won’t survive past early funding rounds. Investors who don’t understand this reality force deep tech startups into premature commercialization, often leading to failure.

Deep Tech Isn’t a Product—It’s Infrastructure

Deep tech doesn’t sell products—it builds foundations for future industries. That means the market entry strategy isn’t about launching an app or selling directly to consumers. Instead, it involves:

?? Industrial partnerships to integrate the technology into supply chains.

?? Regulatory roadmaps that align with policy shifts and compliance needs.

?? Hybrid funding strategies that blend grants, strategic investments, and industrial co-development.

Market creation doesn’t happen overnight, and deep tech startups must reverse-engineer their commercialization strategy based on these principles.

?? Want the full strategy on how deep tech companies create markets instead of entering them? Read more in our Communications and follow our channels.??

Yours, eM.