Recognising the disconnect between Australia’s innovative spirit and commercialisation challenges, deep tech startups get a boost with the launch of Innovation Advisory, a new strategy firm designed to accelerate their commercialisation journey.
Espresso Communications, a deep tech consultancy, and InnovationAus.com, an independent tech policy publication, have launched Innovation Advisory. This new strategy advisory firm aims to craft robust marketing and communications strategies to support deep tech companies in bringing new technology to market. Innovation Advisory is spearheaded by Corrie McLeod, founder and CEO, who brings over 25 years of industry development and commercialisation expertise. The firm has a proven track record of guiding IP-rich Australian and international companies through defining market strategies, network support, and go-to-market tactics, enabling significant business growth.
“Tackling Australia’s deep tech commercialisation ambitions requires an informed approach. We have abundant sophisticated research, ambitious and skilled people, and national wealth built on primary industries. However, the challenge for many deep tech startup founders is identifying the right networks and communication strategies to carry an idea from proof of concept to full market readiness,” said McLeod.
Innovation Advisory’s guided workshops are designed to equip fast-growing companies with essential go-to-market strategies and communication fundamentals. These workshops help clients develop comprehensive marketing strategies and industry and government stakeholder mappings, accelerating the achievement of their business goals.
“These companies have developed valuable strategic technologies at a crucial moment when there is pressure to move quickly with purpose. Innovation Advisory is designed to offer the in-house expertise needed to help them capture market opportunities. Communication is often a poorly understood and unfocused component of a go-to-market strategy,” added McLeod.
In addition, Innovation Advisory provides strategic value by offering stakeholder mapping for emerging tech founders. This service connects them with the right individuals and integrates them into a communication strategy that supports their commercialisation goals—whether that involves raising or investing money, attracting talent, or finding business and product collaborators.
“Deep tech founders often invest considerable time, energy, and resources in prioritising technical innovation to reach key development milestones. Innovation Advisory steps in to help these quality founders build and implement comprehensive marketing and communication strategies, sharing their brilliance with the right audience,” concluded McLeod.
Deep tech startups overlooked in government’s focus, says Cicada Innovations CEO
Deep tech startups are tackling some of society’s biggest problems and creating the jobs of tomorrow, yet they’ve been neglected in the government’s emphasis , according to Petra Andrén, CEO of Sydney-based super incubator Cicada Innovations. Andrén highlighted that Australia’s deep tech startups have traditionally sought funding abroad, especially in Europe, due to the lack of local investor support for pre-revenue, hardware-driven ventures.
However, Andrén noted that it’s becoming easier for deep tech startups to find investment locally, thanks to a record year for local funds raising capital. She praised Main Sequence Ventures and IP Group for their contributions to the sector, with Main Sequence Ventures managing CSIRO’s Innovation Fund since December 2016.
Despite this influx of funding, Andrén believes the government needs to better understand the unique requirements of the deep tech sector.
“Throwing more space at startups is a quick fix for boosting innovation rates in Australia,” Andrén explained. “Co-working spaces offer a like-minded community, but startups working on apps or digital marketplaces have different needs compared to deep tech companies, which require more space for activities like rapid prototyping and safeguarding intellectual property.”
Andrén called for state and federal governments to provide high-end makerspaces tailored to deep tech startups. “These startups are generating new industries and addressing societal challenges through impactful technologies, creating the jobs of the future,” she emphasized.
Founded in 2024, Innovation Advisory is an Australian communications strategy firm specializing in deep tech sectors such as advanced manufacturing, AI, cyber, quantum, space, and defence.
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