Lessons from the EIC Accelerators Pitch Video Shooting (SME Instrument)

The EIC Accelerator blended financing (formerly SME Instrument Phase 2, grant and equity) has recently introduced pitch videos into the evaluation process which presents a new challenge for professional grant writers, freelancers and consultancies (read: New Application Process). While there are no official guidelines or templates for the process of shooting a pitch video, this article looks at some brief lessons learned from preparing such videos with clients in a remote fashion.

Information on how to structure a pitch video (read: Video Selection), how to script the video (read: Video Scripting) and how to remotely organize the shooting (read: Video Shooting) can be found elsewhere.

1. The Video Script is Everything

One of the restrictions of the EIC Accelerator pitch video is the length which is limited to only 3 minutes. This can be a surprisingly difficult challenge if the footage recorded by the Step 1 applicant, a Small and Medium-Sized Enterprise (SME) or startup, is very difficult to shorten without losing the storyline or making certain sections non-sensical.

Having a clear script that goes over all relevant sections of the project and is brief but succinct is important since it allows to cut out segments without impeding the overall story. Since it is advisable to always record more than the needed footage, cutting the length of content becomes an important task for the proposal writer.

If a great script has been prepared in advance, the video editor can always fall back on it and never needs to worry about the 3 minutes not telling a cohesive story. Not being able to include every single part of the project’s story is to be expected but the script should be holding up even if certain parts are omitted in the final cut (read: Story Lines).

2. Simple Tips for Pitch Recordings Go a Long Way

Applying SME’s and startups need sufficient guidance for the video recording. A video editor or videographer might take certain things for granted but these aspects could be entirely foreign to the management team of a technology company.

Every consultant or freelancer should present their clients not only with a pre-written script and instructions as to which members should partake in the shooting but also prepare guidelines for best practices. Information on ideal camera choice, settings (framerates, ISO, shutter speed, etc.), lighting and background setup can easily increase the video quality.

A limitation to this is the presentation of the CEO and the management team in general since preparing extra coaching for an exciting and enthusiastic video will likely be exceeding both the time and resources one should spend on the video. Still, giving some guidance as to how to transmit personality and excitement can be very helpful.

3. Small Editing Techniques are Key

Just cutting recorded footage together is one way of preparing the video but small additions such as stock footage, effects, titles and similar techniques can significantly increase the quality of the content.

Every applicant can assume that all the selected evaluators will watch the videos from start to finish at least once but this does not mean that boring videos will make the same impression as entertaining ones.

Having a professionally produced video is by no means a requirement but producing an entertaining video does not require professional production quality. Understanding what the listener wants to know as well as making sure that there is a start, a middle and an end while constantly keeping the viewer’s attention is key.

The thought after watching the video should be: “Wow, the project seems really interesting and the team seems great!“. A video that is bland and uninviting might make the first impression of the team less favourable since motivation, alongside competence, is an important criterion in the evaluation as well (read: Design Resources).

4. Adapting to the Client

Every client is different and has a different starting point when it comes to content creation. Some have extensive footage available and routinely do interviews or pitch their products in video format while others have been in stealth mode and have never recorded a single second of footage. This project diversity likewise extends to the video structuring and editing process since two projects can require different coverage durations for their unique segments.

The same is true for the technology itself since not all projects can be easily translated into video format. Showing how an Artificial Intelligence (AI) algorithm looks in an appealing manner is nearly impossible while demonstrating a hardware production process or data visualisation tool lends itself far more readily to the video format.

Time and geographic constraints are other determining factors since many teams are operating remotely and there might be a lack of time or accessibility to collect all the needed footage. A laboratory might be empty and in sleep mode until the regional COVID-19 lockdown is completed while team members could be busy with core business activities.


The following key lessons apply to the EIC Accelerator pitch video shooting for Step 1 of the evaluation process:

  • Scripting: Having a solid script prepared will make sure that the final video has a distinct storyline.
  • Guidance: Most applicants will need help with the pitch recording and this should be provided by the consultant or writer.
  • Editing: This will be valuable in order to give the footage a semi or fully professional look and grab the viewers attention.
  • Adapting: Every startup or SME has different footage available and different capabilities which means that guidelines must be adapted if needed.

This article was last modified on Apr 21, 2021 @ 10:16

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:

  • Step 1 (short proposal)
    • open now
  • Step 2 (business plan)
    • 1st cut-off: -
    • 2nd cut-off: -
    • 3rd cut-off: -
    • 4th cut-off: October 19th 2023 (extended)
  • Step 3 (interview)
    • 1st cut-off: -
    • 2nd cut-off: -
    • 3rd cut-off: October 2nd to 6th (extended)
    • 4th cut-off: November 27th to December 8th

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.

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

EU, UK & US Startups: Alternative financing options for EU, UK and US innovation startups are the EIC Pathfinder (combining Future and Emerging Technologies - FET Open & FET Proactive) with €4M per project, Thematic Priorities, European Innovation Partnerships (EIP), Innovate UK with £3M (for UK-companies only) as well as the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) grants with $1M (for US-companies only).

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!

by Stephan Segler, PhD
Professional Grant Consultant at Segler Consulting

General information on the EIC Accelerator template, professional grant writing and how to prepare a successful application can be found in the following articles:

A Quick FTO Guide for EIC Accelerator Applicants in a Rush

2023 Budget Allocations for EIC Pathfinder, Transition and Accelerator

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

Explaining the Resubmission Process for the EIC Accelerator

A Short but Comprehensive Explanation of the EIC Accelerator

EIC Accelerator Success Cases

Deciding Between EIC Pathfinder, Transition and Accelerator

A Winning Candidate for the EIC Accelerator

EIC Accelerator Interview Preparation Process: Scripting the Pitch (Part 1)