Top 3 Public Innovation Grants for Startups in the UK: Your Gateway to Success in 2024

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Navigating the startup ecosystem in the UK can be as challenging as it is rewarding. Initially, startups face the daunting task of building brand visibility and establishing trust in a market saturated with competitors. This necessitates a strategic approach to marketing and a compelling value proposition to stand out. Moreover, the regulatory environment adds another layer of complexity, especially for those in highly regulated sectors like fintech, healthtech, and biotech. 

However, securing adequate funding emerges as one of the most critical challenges when trying to bring groundbreaking ideas to life. Demonstrating rapid growth potential and a viable business model is often required before a product has reached maturity, putting additional pressure on early-stage ventures. This array of challenges underscores the need for resilience, innovation, and strategic guidance for startups to thrive in the UK’s vibrant yet demanding ecosystem. 

UK Tech Startup Grants – The Catalysts of Opportunity

Government funds for startups significantly reduce the financial burden on startups, enabling them to allocate resources more effectively toward research, development, and scaling their operations. This financial backing can substantially shorten the time to market for new products and services, allowing startups to capitalize on emerging opportunities more swiftly and gain a competitive edge in fast-paced industries.

Moreover, securing a grant from reputable institutions or government bodies acts as a stamp of approval, enhancing a startup’s credibility. It signals that the startup has undergone rigorous evaluation and emerged as a promising venture, thereby opening doors to further funding, collaborations, and market entry opportunities.

The Challenges of Securing Technology Grants

Securing technology grants presents a unique set of challenges that innovators and companies face in the competitive landscape of funding.

  • Finding and identifying the right opportunities, understanding the eligibility criteria, and crafting compelling proposals that stand out. 
  • Effectively articulating the innovation, potential impact, and feasibility of their project. 
  • Balancing the time and resources spent on grant applications with ongoing business operations and development efforts. 
  • Understanding the rigorous reporting and compliance requirements associated with grant funding.

Fortunately, the UK government, recognizing the potential of innovative startups to drive national economic growth, offers several public innovation funding designed to support early-stage ventures. These address not only the basic need for funding but also provide the additional professional resources necessary to overcome the challenges mentioned above.

What is Innovate UK Funding?

Innovate UK is part of UK Research and Innovation (UKRI), a non-departmental public body funded by the UK government. Innovate UK startup grants are designed to support businesses, researchers, and innovators in developing new products, processes, or services that have the potential to drive economic growth.

The agency offers various forms of support and funding, including grants, loans, and advisory services, to help turn promising ideas into market-ready solutions. These funding opportunities are available to businesses of all sizes, from startups and SMBs to large corporations, across various sectors, including technology, science, engineering, and creative industries.

Funding programs and competitions are often themed around specific challenges or sectors, such as clean energy, digital technologies, healthcare, and advanced manufacturing. The goal is to encourage collaborative innovation, stimulate private sector investment in R&D, and help UK businesses compete on the global stage.

Applicants must typically go through a competitive process to secure funding, demonstrating the innovation, feasibility, and commercial potential of their project. Innovate UK also provides support beyond funding, including networking opportunities, mentorship, and guidance on commercialization strategies to help innovators maximize their project’s success.

How Innovate UK Grants Help Startups

Innovate UK grants play a pivotal role in accelerating economic growth by stimulating and supporting business-led innovation, fostering a dynamic and sustainable ecosystem where ambitious tech startups can thrive. 

  • Financial Support Without Dilution: Innovate UK grants provide financial backing to startups without requiring equity in return. This allows startups to fund research and development (R&D) projects, prototype development, or market studies without diluting their ownership.
  • Credibility and Validation: Securing a grant from Innovate UK can serve as a stamp of approval, validating the startup’s innovation and potential to future investors, partners, and customers. It’s a recognition that the business idea is not only innovative but also viable and potentially impactful.
  • Leverage for Further Investment: A grant can act as leverage, attracting additional funding from private investors. Investors often view the rigorous selection process for grant awards as a vetting mechanism, which can make a startup more attractive for investment.
  • Access to Expertise and Networks: Beyond financial support, Innovate UK provides access to a vast network of experts, mentors, and potential collaborators. This can be invaluable for startups looking to navigate the complexities of bringing a new product or service to market.
  • Market Access and Expansion: Some grants are designed to support startups in exploring new markets or scaling up their operations. This could include funding for market research, compliance testing, or establishing partnerships in new territories.
  • Risk Mitigation for R&D: Innovation involves significant risk, especially in the R&D phase. Grants can mitigate some of this risk by covering costs that might otherwise be prohibitive for a startup. This enables startups to pursue bold, innovative projects with less financial risk.
  • Focus on Sustainability and Social Impact: For startups working in sectors like clean energy, healthcare, or sustainable agriculture, Innovate UK grants can provide essential support for innovations that might have longer paths to market but are crucial for societal and environmental well-being.
  • Encouragement of Collaboration: Many grants encourage or require collaboration between businesses, research organizations, and other entities. This can open doors to new knowledge, technologies, and markets that a startup might not be able to access on its own.

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Top Innovate UK Grants for Startups 

Innovate UK offers several grant opportunities specifically designed to support startups across various sectors and stages of development. While the landscape of available grants can change over time as new challenges and initiatives emerge, here are a few specific Innovate UK grants that have been highly beneficial for startups:

The Small Business Research Initiative (SBRI) is a UK government program designed to drive innovation within the public sector by connecting it with small businesses. Managed by Innovate UK, SBRI helps these businesses develop and demonstrate technology-based solutions to specific public sector challenges through a competitive process. The program is structured in two phases: the feasibility study and prototype development, offering 100% funding for project costs in both stages without taking any equity.

This program connects innovative businesses and startups with government institutions to address societal challenges. SBRI typically invests up to £100,000 to test an idea and up to £1 million to develop a prototype. It primarily benefits SMEs, with more than 66% of the funding grants awarded to them. Businesses can receive grants for various industries, including aerospace, mobility, manufacturing, and digital security.

SBRI benefits include reducing innovation risk by providing financial support, facilitating access to public sector markets, and accelerating the development of new technologies. It is particularly attractive for small businesses seeking to engage with the public sector, offering them a direct path to market and potential early adoption of their solutions.

Is this the grant for you? Find out

  • UKRI’s Innovation Grants

 Managed by UK Research and Innovation (UKRI), this includes a range of funding programs supporting projects in areas aligned with the UK government’s industrial strategy themes such as clean growth, aging society, future of mobility, and artificial intelligence and data economy. The Industrial Strategy Challenge Fund, part of UKRI, is a significant fund with a budget of £6.6 billion covering these themes. The grants vary from £20,000 to £4,000,000 per project, depending on the specific criteria and scope of the project.

UK Research and Innovation (UKRI), sets a comprehensive set of criteria for its Innovation Grants designed to evaluate the potential for innovation, feasibility, and impact of proposed projects. 

These grants assess projects for their novelty and innovative approach, economic viability, and the potential for a considerable impact on the UK economy, including job creation and growth opportunities. Proposals must demonstrate cost-effectiveness, detailing efficient use of the grant to achieve objectives and justify the investment. A clear understanding of market dynamics, a well-defined commercialization strategy, and awareness of potential competitors and customers are essential. Overall, these criteria and others ensure that funded projects are not only innovative and viable but also align with broader economic and societal goals, offering value for money and a clear path to market success.

Looking to apply? Go here

  • Innovate UK’s £100 Million AI Fund for UK Business:

This fund, unveiled as the BridgeAI program, aims to drive growth and competitiveness in the UK economy through the adoption of artificial intelligence (AI) and machine learning (ML). It focuses on businesses in sectors with high growth potential and low AI adoption rates, such as agriculture, construction, transportation, and creative industries. The program supports feasibility studies for AI solutions with grants for UK-registered SMEs, aiming to enhance productivity and efficiency through AI.  BridgeAI also offers an active community for UK businesses in the program connect, and collaborate.

Learn more and apply here

Feeling ready to apply?

5 Tips on How to secure Innovate UK funding

#1: Define your value proposition

A well-defined value proposition ensures your application is consistent, confident, and credible, weaving a “golden thread” through your messaging.

Defining a compelling value proposition explains why your product is needed, how it differs from competitors, and how it aligns with customer values. Include facts and figures to illustrate the market opportunity and the product’s potential impact is vital.

>> Need help in defining who you are? Sage Marketing has helped over 80 start-ups rise above the noise. Contact us for more information. 

#2: Ensure you have FTO (freedom to operate)

Before investing time and money into developing a product or technology, it’s crucial to check for any potential Intellectual Property (IP), patent, or third-party rights to ensure you have the freedom to operate (FTO). Neglecting this step could not only jeopardize your chances of securing Innovate UK funding but also lead to significant issues down the line, such as being unable to launch your product, having to withdraw it from the market, or facing litigation and reputational damage.

#3: Identify your category and competition

Innovate UK distributes its funding through competitive grants, with winners receiving a share of the available funds. Applications are categorized into four types: Research and Development (R&D), feasibility studies, industrial research (focused on creating innovative technologies), and experimental design (aimed at developing innovative products).
Industrial research aligns more closely with Innovate UK’s objectives and often secures more substantial funding. However, resist the allure to attempt fitting a mismatched project into a specific category, just to get more funding. 

#4: Have a clear plan

Craft a comprehensive and actionable plan, addressing every application question. This should include target market research, market entry strategy and profitability, and a detailed look at your team’s expertise and how it contributes to the project.
Also include project management timelines, deliverables, and risk assessments to showcase your approach to navigating challenges. Additionally, assess the wider impact of your project on various societal and environmental factors, offering mitigation strategies for any negative impacts. Finally, justify the need for Innovate UK funding by demonstrating its critical role in your project’s success and providing a thorough breakdown of costs to prove value for money.

#5: Align with current expectations

Innovate UK emphasizes the importance of diversity and inclusion in business innovation, recognizing that it not only addresses the underrepresentation of groups such as disabled individuals, gender-fluid people, and racial minorities but also leads to the creation of superior products and greater economic advantages. The focus on inclusion extends beyond just the project team composition; it’s crucial to ensure your market research and feasibility studies encompass a broad range of demographics, and your application demonstrates an awareness and consideration of these diverse perspectives.


For UK tech startups poised to make their mark, Innovate UK grants help lower the barriers to innovation for startups, providing them with the resources and support network needed to develop and commercialize new ideas. This not only aids the startups themselves but also contributes to economic growth and societal advancement.

Is Fractional CMO the Right Decision for SaaS Start-ups?

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The term “Fractional CMO” might initially suggest a reduced scope of responsibilities or a diminishment of the role’s importance within an organization, particularly for SaaS companies. However, this interpretation couldn’t be further from the truth. 

Rather than limiting the role, the concept of a Fractional CMO in the context of “Marketing as a Service” for SaaS companies represents an evolution in how strategic marketing leadership is leveraged and integrated within fast-paced, growth-oriented environments.

For SaaS companies, which operate in highly dynamic markets and often face rapid scales of growth and transformation, the traditional full-time CMO role might not always fit their agile operational models. Instead, a Fractional CMO brings a highly strategic, adaptable, and focused approach to leadership. This model allows for an infusion of top-tier marketing expertise and vision on a more flexible basis, aligning with the company’s specific growth phases, project needs, and budgetary constraints.

In this arrangement, “Fractional” does not mean a reduction in the impact or scope of the CMO’s influence. On the contrary, it signifies a tailored approach to integrating senior marketing leadership into the company. Fractional CMOs often manage to provide comprehensive strategic oversight and execution guidance while also imparting valuable insights gained from their experience across various industries and markets. This broader perspective can be particularly beneficial for SaaS companies looking to innovate and capture market share quickly.

Moreover, the “Marketing as a Service” model, when coupled with a Fractional CMO, implies a partnership that extends beyond traditional employment boundaries. It’s about embedding strategic marketing capabilities deeply into the fabric of the company, ensuring that growth strategies are not just envisioned but executed effectively, with agility and precision. For SaaS companies, this means having access to a high-caliber marketing leadership on demand, enabling them to navigate the complexities of their market environments more effectively, without the overhead of a full-time position.

In essence, for SaaS companies contemplating “Marketing as a Service,” employing a Fractional CMO doesn’t mean compromising on the scope of marketing leadership. Rather, it’s a strategic decision to embrace a more flexible, impact-focused model of executive engagement that aligns with the needs of fast-moving tech landscapes, driving growth and innovation without the constraints of traditional employment models.

We explore why a fractional CMO, or CMO-as-a-service can be the perfect ally for your SaaS startup, how to find the right one, and what challenges you might confront along the way (and their solutions). 

Benefits of Hiring a Fractional CMO for SaaS Startups

The strategic decision to hire a CMO as as-a-service offers a beacon of agility and expertise in the complex waters of marketing. For SaaS startups, where resources are precious and the margin for error is slim, the following benefits of engaging a fractional CMO can be transformative:

  • Cost-Effectiveness: One of the most compelling reasons for startups to consider a fractional CMO is the sheer cost advantage. Hiring a full-time CMO can be prohibitively expensive for a new startup, but a fractional CMO offers access to the same level of expertise on a more flexible and affordable basis.
  • Expertise and Flexibility: With a fractional CMO agency, startups gain access to a pool of experts with a diverse range of skills and experiences. This allows for a highly adaptable marketing strategy that can pivot as the startup grows and its needs evolve.
  • Scalability and Growth: A marketing consultant for SaaS startups can provide the strategic foundation necessary for scalable growth. By implementing proven marketing frameworks and strategies, fractional CMOs help startups avoid common pitfalls and scale efficiently.

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How to Choose the Right Fractional CMO for Your SaaS Startup

Choosing the right fractional B2B SaaS CMO agency for your SaaS startup is a pivotal decision that can significantly impact your company’s trajectory. The process focuses on finding a partner that not only possesses a deep understanding of the SaaS landscape but also aligns with your startup’s unique culture and ambitions. 

Agencies with a solid track record in the SaaS industry bring a wealth of experience and a proven playbook for success, particularly in the nuanced realm of B2B relationships. Their expertise in navigating the SaaS market’s challenges, from customer acquisition to retention strategies, is invaluable. As you evaluate potential partners, delve into their case studies and client testimonials to gauge their capability to drive growth and tackle complex marketing challenges.

Alignment with your startup’s goals and values stands as another critical criterion. The right agency should not only understand your immediate marketing needs but also share your vision for the future. It’s essential to have in-depth discussions with potential Marketing Management Services about your mission, target audience, and what success looks like for your startup.

Flexibility and adaptability are the hallmarks of a truly compatible fractional CMO. Startups operate in a dynamic environment where market conditions, customer preferences, and competitive landscapes can shift rapidly. The ability to pivot and adapt marketing strategies in response to these changes is crucial. A fractional CMO’s willingness to tailor their services to fit your evolving needs speaks volumes about thier commitment to your success. 

In essence, finding the right fractional CMO is about more than just expertise; it’s about partnership. The ideal CMO-as-a-service acts as an extension of your team, is deeply invested in your success, and is flexible enough to navigate the ups and downs of startup growth. 

Implementing CMO-as-a-Service

Adopting a CMO-as-a-service model begins with thoroughly assessing your startup’s current marketing strategies and objectives. The fractional CMO will then develop a customized marketing strategy that aligns with your business goals, focusing on digital marketing, lead generation, and brand positioning. Execution involves a close collaboration between the fractional CMO and your team, with ongoing measurement and optimization to ensure the best outcomes.

Common Challenges and How to Overcome Them

Working with a fractional CMO can present challenges

  • Aligning on Communication Practices: Effective communication is the cornerstone of any successful partnership, yet establishing this with a fractional CMO—who may not be immersed in the day-to-day operations—can be challenging.

Solution: Establish regular check-ins and updates through a mix of communication channels that suit both parties, such as weekly video calls, email summaries, and instant messaging for quick questions. Utilizing project management tools can also help keep both the CMO and the team on the same page regarding tasks and deadlines.

  • Ensuring Strategy Integration: A fractional CMO brings an external perspective, which is valuable, but it may initially be challenging to align its strategic vision with the company’s existing direction and culture.

Solution: Facilitate a series of onboarding sessions where the fractional CMO can deeply understand the startup’s mission, values, and long-term objectives. Integrating the CMO with key team members across different departments will also help ensure that marketing strategies are coherent with the overall business strategy. Creating a shared document that outlines the company’s branding guidelines, customer persona, and previous marketing analytics can serve as a valuable reference for the fractional CMO.

  • Managing Expectations: Startups may have high expectations for immediate results, while effective marketing strategies often require time to yield significant outcomes.

Solution: Set realistic milestones and KPIs in collaboration with the fractional CMO. Ensure there’s a mutual understanding of what success looks like in both the short and long term. A clear roadmap with measurable goals allows both parties to track progress and make informed adjustments as needed.

  • Flexibility and Responsiveness: The dynamic nature of startups means strategies and priorities can shift rapidly. A fractional CMO must be able to adapt quickly without losing strategic focus.

Solution: Encourage an agile marketing approach, where strategies are continuously tested, analyzed, and refined. Regular strategy sessions between the startup team and the fractional CMO can help align on any changes in the business environment or objectives.

  • Cultural Fit: For any external executive role, integrating with the company’s culture is crucial for effective collaboration and leadership.

Solution: Look for a fractional CMO who not only brings the necessary strategic expertise but also aligns with the startup’s core values and work ethic. Initial trial projects or strategy sessions can help both sides gauge the cultural fit before committing to a long-term arrangement.

  • Leveraging External Networks: One of the underutilized advantages of a fractional CMO is its network of contacts and resources, which startups may find challenging to access or integrate effectively.

Solution: Encourage the fractional CMO to introduce relevant contacts that could benefit the startup, whether it be for partnership opportunities, vendor recommendations, or potential hires. Regular discussions about network synergies can uncover valuable opportunities for growth and collaboration.

By addressing these challenges with thoughtful solutions, startups can maximize the benefits of working with a fractional CMO, turning potential obstacles into opportunities for growth, innovation, and strategic alignment.


For new SaaS startups, navigating the complexities of marketing can be daunting. A fractional CMO or CMO-as-a-service for SaaS presents a flexible, cost-effective, and expert-driven solution that supports startups in achieving their growth objectives. By choosing the right marketing department as a service and embracing a collaborative approach, startups can harness the power of strategic marketing to scale their business, attract and retain customers, and compete effectively in the digital marketplace. As the SaaS industry continues to evolve, the fractional CMO model stands out as a strategic asset for startups looking to innovate, grow, and succeed.