Developing the Unique Selling Points (USP) for the EIC Accelerator

The EIC Accelerator funding (grant and equity, with blended financing option) by the European Innovation Council (EIC) and European Commission (EC) has a clear focus on high-risk startups with high commercial potential. It is ideal for startups and Small- and Medium-Sized Enterprises (SME) since the funding per project can reach €17.5 million in total (€2.5 million in grant and €15 million in equity) and is ideal to finance scale-up activities.

The EIC Accelerator grant proposal template is very detailed and specific with multiple questions aiming to gauge the level of innovation and disruptiveness of the presented technology. Due to the complexity of these grant proposal templates, startups often rely on freelancers, professional writers or consultants to support the development of the documents.

This article provides a simple guide for prospective applicants regarding the development of Unique Selling Points (USP).

Developing Unique Selling Points (USP)

One of the EIC Accelerator proposal sections is dedicated to the USP’s of the company’s product or service which is an essential part of identifying the commercial impact of the technology.

Startups often struggle with such definitions since many EIC Accelerator applicants are in the early stages (i.e. Technology Readiness Level 5/6 - see TRL) with many companies being pre-revenue and pre-product-launch.

Starting With the Innovation

The USP’s are often at the intersection between the innovativeness of the company's technology, the business model and the market’s current offerings.

Begin by listing 1-5 unique technological features that you view as the core innovation of your product or service. These are technical mechanisms of your hardware, software features or any other unique aspect of what your technology is capable of while current market alternatives fail to offer them.

It is recommended to try and focus only on the most innovative aspects of the technology and to keep them clear and to the point rather than trying to inflate them through using as many small features as possible.

The following questions will help to focus on the most innovative features since the less innovative components will likely fail to produce suitable answers. For each of the listed technological features, answer the questions below so that each feature is going through all questions in succession:

1. Why does your technology have this feature but not others?

Explain why you were able to achieve this technology milestone or develop this feature and why other companies or institutions have failed. This question is aiming to identify why it is new and why this product or service does not exist on the market.

If the answer is a technical innovation, a high level of complexity or any other undeniable head-start then this question will have a positive answer. If the answer is vague as in “no other company has tried this yet” or “other companies could create it but do not view it as valuable” then this is not a promising innovation.

2. Is it hard to copy?

This is a core question that any evaluator or jury member will be interested in. If we invest in you, will you be able to guard your Intellectual property (IP) and capitalize on it?

For this question, it is useful to identify under which conditions competitors could copy your solution and what their limitations are. How many years would it take? Are there IP barriers? How much financing would a competitor need to copy you?

3. Is it patentable?

For any DeepTech company with long development times, IP is a very important factor. Can this particular feature be IP protected, globally? If not, how can you assure that the IP remains in-house and does not leak out?

Software is often more difficult to patent than hardware in the European Union (EU) but it is important to have a clear IP protection strategy regardless since this is a core technology feature that the entire business model will stand on.

4. How do you quantify the benefit per unit? (i.e. 50% less time-spent or €50K lower costs per device)

Quantifications are the flavor of every EIC Accelerator application and any investor presentation. Without it, all a company is presenting is a story. Quantifying the business model, the technology benefit, the customer interest and the product-market fit are essential.

For this question, answer what exactly the benefits are over conventional alternatives for each feature. Compared to what exists on the market, how is your feature better? How can you quantify this benefit? Does this benefit also apply to direct competitors with similar technologies?

5. What does this benefit mean for your customer? (i.e. €250K saved p.a. and 100 MWh of additional capacity)

This is a key question that can often be neglected. Just because your feature can reduce the time spent on a certain production task or the costs of a device does not explain what this means for your customer. Maybe the time reduction is irrelevant since the time savings of 50% only add up to 5 seconds since the production step is simple. Maybe you save your customer 5 months with this feature.

Quantify the benefit by using a pilot customer or imaginary customer as an example. If they implement your product, they can reduce the production time by 50% which means that a 20-hour production process now only takes 10 hours. For that particular customer, €500K are saved annually if they produce 1,000 devices a year.

Not every benefit has to be financial but it is still advisable to create a financial assessment regardless. Emission savings can be expressed financially due to carbon taxes. Improved workflows can likewise be expressed financially since they will impact productivity.

Conclusion

This simple list allows you to identify the USP’s of a multi-faceted project and should yield a table where every feature has answered every question.

For less unique features, the questions will be difficult to answer and these should not be counted as unique selling points for the EIC Accelerator. It is also possible that a single feature (i.e. the automation of a certain task) can lead to multiple USP’s.

This article can act as a good starting point to clarify and brainstorm on the unique components of a product or service.

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

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