How to Script an EIC Accelerator Pitch Video (SME Instrument) - Part 1

In 2021, the EIC Accelerator blended financing (formerly SME Instrument Phase 2, grant and equity financing) requires the upload of a pitch video which can present new challenges to prospect applicants (read: Proposed 2021 Template). While startups and Small- and Medium-Sized Enterprises (SME) can find information on the creation of pitch videos elsewhere (read: How to Make a Pitch Video), the scripting of such videos might require additional planning. Professional writers and consultants have to address the inherent differences between a pitch deck, an in-person interview and a video pitch since their evaluations will differ greatly (read: EIC Accelerator Interview Preparations).

Since it is unlikely that the 2021 EIC Accelerator proposal template will include a detailed guideline as to how a competitive pitch video is created, the following article presents a framework for how such a process could look like. It takes the past evaluation methods by the European Innovation Council (EIC), European Agency for SME's (EASME) and European Commission (EC) into account while aiming to present all essential content within the limited timeframe.

Scripting a Video Outline

The first step in the creation of a pitch video should be the scripting of its content. There are generally no correct or incorrect ways to achieve the desired outcome since a video allows, by the far, the greatest creative freedom of all proposal documents (i.e. compared to financial spreadsheets, pitch deck, written proposal - read: EIC Accelerator Documents). Still, a script should always include information on the innovation, the opportunity and the team behind the project even if the time is limited to only 3 minutes.

While the pitch deck was already difficult to structure due to a 10-minute time-restriction, a 3-minute presentation requires much more meticulous planning (read: Pitch Deck Creation). In addition, a video can be expected to be judged much more harshly than a pitch deck in the same way a person is judged more comprehensively in-person compared to a photograph. As a result, a rushed video production is much more detrimental to the evaluations' success than a rushed pitch deck.

The effort of creating a pitch video clearly exceeds that of a simple pitch deck but the trade-off is that a video can compress much more information into the same amount of time while tools to enhance the professionalism, entertainment value and impact of the presented material are readily available.

Step 1: Splitting the Video into Acts

As a first step, the video should be structured according to its main segments so that the available time can be allocated and the individual scripts can be created in a top-down approach. This is a key difference to the pitch deck and the proposal template since a page-restriction will always be easier to structure than a time-restriction. While a pitch deck can be segmented by simply dedicating a main slide to the product presentation, a video might require varying time-frames depending on the type of technology and collected footage.

As an example, the acts for a 3-minute video can be structured as follows:

• Problem [00:30]
• Innovation [00:50]
• Traction [00:30]
• Company [00:40]
• Opportunity [00:30]

or

• Company [00:20]
• Traction [00:30]
• Innovation [01:00]
• Opportunity [00:30]
• Investments [00:20]
• Planned developments [00:20]

These examples are optional and every company has to decide how their ideal pitch video should be structured. There can be significant overlaps between different acts but creating a simple outline as to how the video will be structured is a first step in preparing the subsequent shooting.

Step 2: Scripting the Acts

As outlined in the article on pitch video's (read: Creating a Pitch Video), each act can use a variety of different techniques ranging from interviews over animations to hardware footage collection. These methods can be blended and adjusted to the needs of each act but they should be scripted prior to shooting them so that the editing work in post-production is reduced.

Scripting the individual acts is also useful in case some tasks such as the animation, voiceovers or filming are outsourced since this can significantly save time and costs. An outline should follow the general rules for a good project narrative (read: Visual Representation for the EIC Accelerator) and present a compelling storyline.

To explain a market problem, the applicant can begin with the largest issue (i.e. deaths, costs, low KPI's) and explain how this issue is rooted in a lack of technology. The innovation should then be explained in a very simple manner by beginning with a general overview of what it does, followed by what its use case looks like.

Such scripts can be written out as a text first and improved until the final explanation or voice over is perfected. In general, the scripting should be prioritized and perfected by shooting test footage first and then iterating feedback cycles until the desired quality is achieved.

This article continues in Part 2.

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.

AI Grant Writer: ChatEIC is a fully automated EIC Accelerator grant proposal writer: Get it here.

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

Any more questions? View the Frequently Asked Questions (FAQ) section.

Want to see all articles? They can be found here.

For Updates: Join this Newsletter!