COMMERCIALIZATION STRATEGY · DEEP TECH
Deep Tech
Climate Tech
Research Commercialization
B2B/B2G
WHY A COMMERCIAL STRATEGIST?
Most deep-tech ventures reach this stage with some version of a commercial plan: an accelerator framework, investor assumptions, early customer conversations or a GTM deck. What’s often missing is someone sitting down with your specific market and pressure-testing what actually holds.
Great technology doesn’t guarantee adoption. Understanding who needs it, who buys it, who influences the decision and what has to happen for adoption does.
Frameworks, AI and generic playbooks can give you a starting point. They can’t tell you which assumptions are actually true in your market.
That’s where I come in, in one of two ways:
As your fractional commercialization partner
When nobody owns commercialization internally, I step into that gap without the overhead of a senior full-time hire. I work alongside the founding team on customer discovery, ecosystem mapping, positioning and commercial priorities — turning assumptions into decisions.
As a commercial second pair of eyes
If commercialization is already being handled by a founder, junior hire, accelerator or existing team, I come in to pressure-test the thinking. An external commercial lens before you commit time, budget or credibility to the wrong segment, proposition or route to market.
OUR SERVICES
Commercial clarity at every stage.
From validating the market to building the strategy and leading commercial execution — choose the level of support your venture needs now.
01
VALIDATE
What is true?
02
DECIDE
What should we do about it?
03
EXECUTE
Let’s make it happen.
Commercial Discovery Sprint
You’re here if you’re asking:
“We know the technology works. Do we actually know who needs it?”
“We’ve spoken to potential customers — but is that demand or just interest?”
What we do
Pressure-test your market assumptions against real customer conversations and the actual buying ecosystem.
You leave with
Evidence
12–15 customer conversations synthesized into clear patterns.
Focus
A prioritized ICP and recommended beachhead market.
Buying map
The decision-makers, influencers and blockers behind adoption.
3–4 weeks
Commercial Strategy Sprint
You’re here if you’re asking:
“We know who could buy. Which market should we go after first?”
“What positioning and partnerships will actually move adoption?”
What we do
Turn validated market insight into a commercial direction your team can execute.
You leave with
Priorities
A ranked shortlist of target markets based on your specific criteria.
Positioning
A market-tested proposition built around how buyers describe the problem.
Route to market
Priority partnerships and a 12-month commercial roadmap.
4–6 weeks
Fractional Commercial Lead
You’re here if you’re asking:
“We need someone driving commercialization, but we’re not ready for a full-time hire.”
“We have a plan — but who actually owns it week to week?”
What we do
Ongoing commercial leadership to turn strategy into market activity — setting priorities, driving customer discovery and partnerships, and building the commercial system your team will eventually own.
You leave with
Direction
Commercial priorities owned and driven.
Momentum
Customer and partner conversations moving forward.
Capability
A commercial system that can eventually transition in-house.
Ongoing · typically 1–2 days/week
My background combines sociology with years working in B2B commercial roles. It means I tend to look at commercialization a little differently: not just at the market, but at the people and systems behind it — who experiences the problem, who holds influence, how decisions get made, and what ultimately drives adoption.
That perspective became particularly relevant working with research-driven and deep-tech ventures. The technology can be excellent and the market opportunity real, while the path between the two remains surprisingly unclear.
Sociology × Commercial Strategy
Understanding markets through the people, incentives and systems behind them.
B2B & B2G complexity
Built for markets where adoption involves multiple stakeholders, long buying processes and non-linear decisions.
Evidence before execution
Customer conversations and market evidence before committing heavily to growth.
Based in Eindhoven, working with teams internationally.