Protect your IP – It’s your most valuable asset

Intellectual Property (IP) is critical in cleantech and deep tech industries. Patents and trade secrets not only safeguard your technology but also serve as a key asset to attract investors, partners, and customers. Ensure that your IP strategy is robust and aligns with your long-term goals. Work with professionals to identify and secure patents early in the development process.

Be cautious with angel investors

While angel investors can provide much-needed early capital, be mindful of their demands. Some may push for disproportionate control or make decisions that conflict with your vision. Seek investors who understand the cleantech landscape and are aligned with the mission of sustainability and innovation.

Don’t surrender control too early

Giving away too much equity or decision-making power in the early stages can compromise your startup's autonomy. As a founder, ensure that you retain the ability to make strategic decisions, particularly in the formative years. Focus on structuring deals that allow you to retain control while still providing value to investors.

Hire Slow, Fire Fast

Building the right team is essential for success in cleantech. Take the time to carefully vet candidates for both technical expertise and cultural fit. However, if a team member isn’t contributing effectively, it’s better to address the issue sooner rather than later. A lean, high-performing team is crucial in resource-intensive industries like carbon capture.

Stay focused on your core competencies

As a carbon capture startup, your expertise likely lies in the development of innovative technologies for CO₂ capture, storage, or reuse. Stay focused on what you do best, and partner with experienced organizations for manufacturing, distribution, or scaling. Collaboration with established players can help you accelerate progress while maintaining your technical edge.

Hardware is Hard – prepare for delays and setbacks

In cleantech hardware, things almost always take longer, cost more, and encounter more challenges than anticipated. Equipment will break, prototypes will fail, and iterations will pile up. Accept this as part of the process, learn from mistakes, and adapt. Resilience and problem-solving are key traits for success in this field.

Beware of well-meaning but misguided advice

Advice from mentors, investors, or even industry veterans may not always align with your startup’s unique needs or mission. Evaluate all advice critically, even if it comes from a trusted source. Focus on what works for your team and your goals, rather than blindly following suggestions.

Bootstrapping comes with pressure

Bootstrapping can help you maintain control and reduce dependency on external funding, but it also adds significant pressure on your team. Be transparent about the risks and work to ensure that your team has the resources, mental bandwidth, and morale to sustain the journey.

Visibility is key to attracting investors

Investors in cleantech, especially in niche areas like carbon capture, need to see your progress and potential. Build visibility through participation in industry conferences, pitching competitions, and networking events. Thought leadership, such as publishing articles or white papers, can also showcase your expertise.

Secure customers and industry feedback early

Engage with potential customers or partners early in your development process to validate your technology and market fit. Lock in pilot projects or early adopters who can provide feedback and help refine your product. A customer-funded approach helps reduce reliance on external investors and proves market demand.

Leverage public funding for cleantech initiatives

Governments worldwide are investing heavily in cleantech and carbon capture. Start with local grants and progressively target larger, international funding opportunities. Non-dilutive funding, such as subsidies or research grants, can be invaluable for scaling without giving away equity.

Use bank loans for Hardware needs

When it comes to funding physical assets or prototypes, bank loans can often be more favorable than crowdfunding. While crowdfunding might seem attractive, the high costs (up to 15%) and the need for significant marketing efforts often outweigh the benefits.

Nobody cares about your technology – focus on their problems

Customers and investors are not interested in the complexity of your carbon capture technology; they care about how you can solve their problems. Articulate how your solution will reduce emissions, save money, or create value for them. Clear communication is key.

Safety is critical – but not a selling point

Safety is non-negotiable, especially in industries dealing with industrial-scale technologies like carbon capture. However, while safety is essential for regulatory compliance, it’s not typically a value driver for customers or investors. Treat it as a baseline requirement rather than a differentiator.

Your first hire is critical

The first person you hire will have a significant impact on your startup’s trajectory and culture. Choose someone who complements your skills, aligns with your vision, and has the drive to tackle the unique challenges of a cleantech startup.

Sales and industry proof matter more than ideas

Even the most innovative carbon capture technology needs proof of market demand. Secure early industry commitments—whether in terms of funding, pilot programs, or reputation. Demonstrating real-world adoption will attract more investors and partners.