NSF SBIR/STTR Project Pitch: The 4 Prompts and Tips to Get Approved

Before submitting a Phase I SBIR or STTR application to the National Science Foundation (NSF), startups must first complete a Project Pitch. While this step might feel like an extra hurdle, it's designed to save time and resources by providing early feedback on your innovation's alignment with NSF objectives.

In this guide, we'll break down how to successfully respond to the top four Project Pitch prompts and improve your chances of approval.

What is the NSF Project Pitch?

According to the NSF SBIR program, the Project Pitch "allows startups and small businesses to get quick feedback at the start of their application for Phase I funding."

In practice, it acts as a mini-Phase I application, giving NSF reviewers an early look at your innovation. Approval is mandatory before submitting a full Phase I proposal, and the approval email must be included in your final submission.

💡 Tip: Treat the Project Pitch as an opportunity to validate your idea with the NSF before investing significant time and resources into a full application.

The NSF Project Pitch Process

Startups submit the Project Pitch through an online form, responding to specific prompts. If approved, NSF sends a confirmation email signaling that your innovation is a good fit for Phase I funding.

Since its introduction in 2019, the Project Pitch has become increasingly competitive due to the high volume of startups seeking up to $305,000 in non-dilutive funding for Phase I projects.

The Four NSF Project Pitch Prompts

The Project Pitch requires startups to answer four core prompts:

Describe the Technology Innovation
Describe the Technical Objectives and Challenges
Describe the Market Opportunity
Describe the Company and Team

While these prompts may seem straightforward, highly competitive pitches involve thoughtful, strategic responses. Treat each prompt seriously to maximize your chances of approval.

Prompt 1: Describe the Technology Innovation

The first prompt asks you to describe the technical innovation and explain why it aligns with NSF's mandate to support unproven, high-impact R&D.

Strategy: Break your response into two paragraphs (under 3500 characters):

Paragraph 1: Define the Problem

Quantify the problem you are addressing
Identify who is impacted
Describe pain points
Summarize current solutions and explain why they fall short

Paragraph 2: Pitch Your Innovation

Clearly describe your solution and how it solves the problem
Emphasize the technical innovation, focusing on R&D hurdles your project will overcome
Briefly mention commercial advantages if relevant, but save in-depth details for Phase I or II
Summarize the Phase I project focus and the origin of the innovation

Prompt 2: Describe the Technical Objectives and Challenges

This prompt requires you to explain the R&D work for Phase I and how it reduces technical risk or proves feasibility. NSF reviewers are looking for technical innovation, not incremental improvements or market research.

Strategy: (3500 characters):

Summarize your Phase I technical goal in one short paragraph
Break down technical risks into 2–4 major objectives (experiments or tasks)
For each objective, explain how you will overcome the technical hurdle
Focus on demonstrating technical feasibility and innovation

⚠️ Avoid including marketing, incremental product updates, or customer discovery tasks.

Prompt 3: Describe the Market Opportunity

Prompt 3 asks you to outline the customer profile and pain points for near-term commercialization.

Strategy: (1750 characters):

Step 1: Market Opportunity

Define your target market
Quantify the market: TAM, SAM, SOM
Discuss trends and alignment with your innovation

Step 2: Customer Pain Points

Identify your end-user or targeted customer(s)
Explain their pain points
Show how your innovation addresses these problems
Include customer discovery insights if available

Prompt 4: Describe the Company and Team

This prompt asks you to detail the background of your startup and key personnel leading the technical or commercial work.

Strategy (1750 characters):

Section 1: Company Overview

Company mission
Founding date and founders
Milestones achieved to date

Section 2: Team Summary

Names and roles of key personnel
Relevant expertise and accomplishments
Demonstrate credibility and ability to execute the proposed Phase I project

💡 Tip: Highlight complementary skills that align with your technical objectives. Reviewers want to see that your team can deliver on the proposed R&D plan.

Final Advice

The NSF Project Pitch may appear simple, but reviewers expect thorough, strategic, and technically-focused responses.

By following the strategies outlined in this guide, you can:

Clearly define your technical innovation
Break down technical objectives and risks
Show market potential and customer validation
Demonstrate team credibility

Use this guide as a roadmap to increase the likelihood of your Project Pitch approval and set your startup up for success in a full Phase I SBIR or STTR submission.