How to Create Pitch Videos for the EIC Accelerator (SME Instrument Phase 2)

The European Commission (EC) and the European Innovation Council (EIC) are planning major changes to the EIC Accelerator blended financing (formerly SME Instrument Phase 2, grant and equity financing) application process whereas the introduction of video pitches is expected (read: EIC 2021). These can present a new challenge for prospect EIC Accelerator beneficiaries since video production, marketing and content creation are not always part of small DeepTech startups or Small- and Medium-Sized Enterprises (SME) who are heavily focusing on research and development (R&D) work.

Additionally, consultants and professional writers alike now have an additional layer of skills that are required of them. These extend to the areas of video production, editing and the planning of filming scenarios. This article presents a short guide on the types of videos that could be prepared for an EIC Accelerator video pitch but restrictions regarding the content might be imposed by the European Union (EU) and the EIC in 2021.

1. Explainer-Type Videos

Explainer-type videos are very popular and easy to produce since they require no on-screen presence and can be entirely prepared on a computer. Such a video tells a story with animations and a voice-over which can take the viewer on a journey that provides all the information needed to understand a certain project.

The essential steps in creating an explainer video are the clear planning of the videos outline, the writing of a script and the decision-making for the desired look. Producing such a video in-house can be a challenge for most startups but there are free tools available that can aid in such a preparation.

1.1 Tools needed for in-house production

• Microphone
• Adobe After Effects or Free Animation Tools (view this Tutorial by SonduckFilm)
• Adobe Premiere Pro

1.2 Outsourcing

Both the animation and the voice-overs can easily be outsourced via sites such as Upwork and Freelancer while the writing of the script should be done by the management team of the startup to assure clear communication and high quality.

2. Interview-Type Videos

A very easy to produce, informative and useful type of video is a simple interview which can be ideal for founders that are not used to being filmed and have a low budget but are good communicators. The team can simply prepare questions in advance that cover the innovation, team and business model while recording a large quantity of footage that can later be edited into a perfectly concise explanation of the project.

For such videos, choosing a great location (i.e. a bright and large office space) and assuring that the set has a pleasant look (i.e. lighting, backdrop, symmetry and background) will be very easy to do and significantly increase the quality of the video production. For the final editing, it is useful to remove all of the interview-questions and only focus on the explanations so that the final result is a clean and clear presentation of the project.

2.1 Tools needed for in-house production

• DSLR or Smartphone (view this Tutorial by DSLRGuide)
• Microphone
• Adobe Premiere Pro

2.2 Outsourcing

Outsourcing can be pricy if a video production team is hired and needs to be on-site to perform their work. If the management team is confident in their communication and filming skills, they can prepare all of the footage themselves and only outsource the video editing and animations (i.e. for titles, intros and transitions) which can be done remotely and is much less costly.

3. Hardware Footage

Depending on the type of technology, it can be advisable to film footage of the production processes, factories and hardware to illustrate the function of the innovation. This is an essential part of a video if the product is very hardware-heavy and if the main Technology Readiness Level (TRL) milestones have strongly focused on hardware parts. Read: How the EIC Accelerator Funds Technology Readiness Levels

Similar to interviews, such videos can easily be produced by companies themselves since they only require a video camera and some editing skills. Since sound is usually not needed, a microphone would only be required when voiceovers are prepared.

3.1 Tools needed for in-house production

• DSLR or Smartphone
• Adobe Premiere Pro

3.2 Outsourcing

Just like an interview-type video, hardware filming can be outsourced to a professional production team or partially outsourced to save costs if only editing support is needed.

4. Pitch Voice-Over

This is likely one of the easiest ways to prepare a pitch video and is expected to be the default for most companies due to its simplicity. A management team can use their existing pitch deck to record a call-like pitch session where the presented visual material is focusing exclusively on the pitch deck while the management team is only displayed with a webcam.

This approach requires no specialised skills and a video could even be recorded directly in Zoom, Skype or similar video-call software. A pitch deck can be prepared through programs such as Adobe InDesign or Microsoft PowerPoint and be used as-is.

4.1 Tools needed for in-house production

• Microphone
• Microsoft PowerPoint or Adobe InDesign (read: Adobe InDesign)
• Webcam
• Adobe Premiere Pro or Video Call Software

4.2 Outsourcing

Outsourcing of such a video production is not advised since any financial investments would be better spent on animations, voice-overs or the editing of footage.

5. Third-Party Footage

Lastly, for the lucky companies that have already been featured extensively in news, TV, media or online outlets, the respective footage can be used to edit a short profile of the project and management team. The publically available material can be downloaded and re-edited in Premiere Pro to quickly prepare a professional video.

5.1 Tools needed for in-house production

• Adobe Premiere Pro

5.2 Outsourcing

Outsourcing can be performed for the editing process whereas the footage can be sent to a freelancer and they will create a video based on pre-defined specifications (i.e. what footage to include and how to structure it).

6. Summary

The following general video-types can be produced by startups to create a short video on their project and business:

• Explainer-Type: Animations that guide the viewer through the story and details of the project
• Interview-Type: Interviews with the founders to give a general overview.
• Hardware Footage: Hands-on visuals of the product, the manufacturing and related physical aspects of the technology
• Pitch Deck Recording: A simple recording of an online pitch without expensive production
• Existing Footage: An edited version of existing media footage already available to the respective company

A mix of different options is highly advisable whereas a mix of the interviews, hardware footage and/or animations can create a professional-looking and easy to digest introduction for a disruptive innovation and company.

These tips are not only useful for European startups, professional writers, consultants and Small and Medium-Sized Enterprises (SME) but are generally recommended when writing a business plan or investor documents.

Deadlines: Post-Horizon 2020, the EIC Accelerator accepts Step 1 submissions now while the deadlines for the full applications (Step 2) under Horizon Europe are listed below. The Step 1 applications must be submitted weeks in advance of Step 2. The next EIC Accelerator cut-off for Step 2 (full proposal) can be found here. After Brexit, UK companies can still apply to the EIC Accelerator under Horizon Europe albeit with non-dilutive grant applications only - thereby excluding equity-financing. Switzerland has resumed its participation in Horizon Europe and is now eligible for the EIC Accelerator.

Contact: You can reach out to us via this contact form to work with a professional consultant.

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Eureka Network: The Eureka Network delivers various international collaborative R&D initiatives such as Network Projects, Clusters, Eurostars, Globalstars, and Innowwide, providing funding from €50K to €6.75M per project based on the specific initiative. This network emphasizes market-driven innovation and deep-tech advancement across multiple technology sectors including ICT/Digital, Industrial/Manufacturing, Bio/Medical Technologies, Energy/Environment, Quantum, AI, and Circular Economy. Eligible participants include SMEs, large enterprises, research organizations, universities, and startups, with Eurostars particularly focused on R&D-performing SMEs. Get Started

EIC Transition: EIC Transition delivers up to €2.5 million in funding to overcome the 'valley of death' gap between laboratory research and market deployment, emphasizing technology maturation and validation. The initiative supports single legal entities or small consortia of 2-5 partners including SMEs, start-ups, spin-offs, and research organizations. Key technology domains include Health/Medical Technologies, Green/Environmental Innovation, Digital/Microelectronics, Quantum Technologies, and AI/Robotics. Get Started

EIC STEP Scale-Up: EIC STEP Scale-Up delivers significant equity investments of €10-30 million for established deep-tech companies prepared for hyper-growth and large-scale expansion. The initiative targets SMEs or small mid-caps with up to 499 employees who have obtained pre-commitment from qualified investors. Primary focus areas include Digital & Deep Tech (Semiconductors, AI, Quantum), Clean Technologies for Net-Zero objectives, and Biotechnologies. Get Started

EIC Pre-Accelerator: EIC Pre-Accelerator represents a 2025 pilot initiative delivering €300,000-€500,000 in funding for early-stage deep-tech development and preparation for the EIC Accelerator program. This program is exclusively accessible to single SMEs or small mid-caps from 'Widening countries' to foster regional innovation development. The initiative encompasses deep-tech innovations across physical, biological, and digital domains. Get Started

EIC Pathfinder: EIC Pathfinder delivers up to €3 million for Open calls and up to €4 million for Challenge-based calls to support early-stage research and development with proof-of-principle validation. The initiative requires research consortia with a minimum of 3 partners from 3 different countries, including universities, research organizations, and SMEs. Primary technology focus areas include Health/Medical, Quantum Technologies, AI, Environmental/Energy, and Advanced Materials. Get Started

EIC Accelerator: EIC Accelerator delivers flexible funding options including blended finance (€2.5M grant + €0.5M-€10M equity), grant-only (up to €2.5M), or equity-only arrangements for scale-up and market deployment of breakthrough innovations. The initiative targets SMEs, start-ups, and small mid-caps with up to 499 employees, with MedTech/Healthcare representing 35% of funded projects. Additional technology areas include Biopharma, Energy, AI, Quantum, Aerospace, Advanced Materials, and Semiconductors. Get Started

Innovation Partnership: Innovation Partnership enables collaborative innovation between public and private sectors with typical funding of €1-5 million per project. The initiative supports cross-sectoral strategic technologies through public-private partnerships and consortia. Projects concentrate on addressing societal challenges through collaborative innovation approaches. Get Started

Innovation Fund: The EU Innovation Fund delivers substantial funding of €7.5 million to €300 million for large-scale demonstration of innovative low-carbon technologies. The initiative targets clean energy, carbon capture, renewable energy, and energy storage technologies to accelerate the transition to a low-carbon economy. Eligible participants include large companies, consortia, and public entities capable of implementing large-scale demonstration projects. Get Started

Innovate UK: Innovate UK delivers various programs with funding ranging from £25K to £10M depending on the specific initiative, supporting business-led innovation, collaborative R&D, and knowledge transfer. The organization funds projects across all sectors with particular emphasis on emerging technologies and supports UK-based businesses, research organizations, and universities. Programs are designed to drive economic growth through innovation and technology commercialization. Get Started

Industrial Partnership: Industrial Partnership delivers €2-10 million in funding for industrial research and innovation partnerships focusing on manufacturing, industrial technologies, and digital transformation. The initiative supports industrial consortia and research organizations in developing collaborative solutions for industrial challenges. Projects aim to strengthen European industrial competitiveness through strategic partnerships. Get Started

Eurostars: Eurostars represents a joint EU-Eureka initiative delivering €50K-€500K for international R&D collaboration specifically led by SMEs. The program adopts a bottom-up approach, accepting projects from all technology fields without predefined thematic restrictions. R&D-performing SMEs must lead the consortium and demonstrate significant R&D activities. Get Started

LIFE Programme: The LIFE Programme delivers €1-10 million in funding for environmental protection, climate action, and nature conservation projects across the European Union. The initiative supports environmental technologies, climate adaptation strategies, and biodiversity conservation initiatives. Eligible participants include public authorities, private companies, NGOs, and research institutions working on environmental and climate challenges. Get Started

Neotec: Neotec represents a Spanish initiative delivering €250K-€1M in funding for technology-based business creation and development, supporting the growth of innovative Spanish SMEs and start-ups. The program covers all technology sectors and aims to strengthen Spain's technology ecosystem. Funding is specifically targeted at Spanish technology-based SMEs and start-ups to enhance their competitiveness and market presence. Get Started

Thematic Priorities: EU Thematic Priorities encompass various programs aligned with EU strategic priorities including green transition, digital transformation, health, and security initiatives. Funding amounts vary based on the specific program and call requirements, with projects designed to address key European challenges. Applicant eligibility varies by specific program and call, with different requirements for different thematic areas. Get Started

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