Helping grant winners and startup entrepreneurs discover how to be more strategic thinkers:

"Do I know what I don't know?"
"What do I focus on now?"
"Am I conveying the real value?"

Home: Welcome

We help big ideas make BIG impact

"Mr. London helped me learn be a better entrepreneur, how to analyze more strategically WHAT to think about and how to prioritize my time." EPA SBIR Multiple Grant Recipient.

"Roger is an expert at helping me cut to the chase of messaging in a way that was critical to improving my presentations to prospects, grant agencies and others." EPA SBIR Phase I Recipient.

Go from lab...

Background

Mr. London has worked with startups and F500 companies as a principal, investor or strategic/business planning advisor in almost one billion dollars of transactions and awards. This success grew from experiences over the last 25 years as corporate VC, successful entrepreneur, security incubator manager, defense and intelligence community technology scout, angel investor and entrepreneur mentor.

For decades he has

advised entrepreneurs

how to realize their

potential, and now in

retirement, Mr. London

enjoys working with

selected SBIR winners

and startups. He counsels them how to best protect their founder interests, avoid common missteps and advises them on topics not in their wheelhouse. We work together to maximize the business opportunity while helping founders reach their personal goals. See bio on LinkedIn for more info.

"My job is to help you make as many good decisions as possible in a short amount of time."

...to market !!!

"One of my best business decisions was to engage Roger. He knows a lot about a lot! He was able to give me great advice on a wide variety of topics including better identifying the different stakeholders of most importance to me, protecting my intellectual property, improving go-to-market strategies, hiring, branding, sales and pipeline management, and just being a good entrepreneur in general." EPA SBIR Phase I Recipient.

"When he didn't know something, he would say so, and frequently could refer me to a source who did know."

EPA SBIR Phase I Recipient

MOST COMMON SBIR COMMERCIALIZATION MISTAKES

I have worked with many grant winners, who make the same mistakes as most startup entrepreneurs. However, I have noticed the mistakes made by SBIR winners specifically seem to cluster around these key areas:

Messaging and WIFM
Go-to-Market Plan
Stakeholder ID and Value Prop
Business/Revenue Model

"Roger cut the BS and asked the hard questions that we didn't want to ask or know to ask. Though you might feel like you went through the wringer, you'll be a better entrepreneur and build a better company, guaranteed."

EPA SBIR Phase I Recipient.

"I thought I knew with certainty what the benefits to my customers were. He challenged me and when we exercised that discussion I learned not only did I NOT understand the most important benefits to my customers, but I did not properly identify who my best prospects were! Incredibly valuable experience working with him and worth every penny." EPA SBIR Phase I Recipient.

A primary goal is to make you a better entrepreneur. How much of your time is spent...

...overcoming objections?

Have you identified who are your most qualified prospects for distribution, sales, licensing, customers, investors and others? Have you fine tuned your pitch to each one based on their different needs and goals? My experience suggests you may think you have but you haven't done either of these well enough. We will help you confirm the value proposition to each stakeholder and how to properly message to them.

...questioning decisions?

Have you figured out your business model? Are you licensing, outsourcing manufacturing or sales? Do you have a repeatable and profitable revenue model? Is it razor and blades? Is it scalable? Is it smart to give equity and if so how much to investors, partners, employees, etc.? How do you reduce the time you spend on your pipeline, yet convert more transactions? These are critical decisions and I will provide insight from personal and client experiences.

...putting out fires?

How do you know when you should be spending your time looking for capital, improving your innovation, seeking proof of concept partners, selling to customers, hiring people, etc. Have your properly compressed your time to market? Together we'll build a roadmap of where you want to go and how to get there. Perhaps most importantly, what should you be working on this quarter, this month and this week (and even the next 15 minutes!).

...raising capital?

Do you feel underfunded and always looking for capital? Do you know when to go to a venture capital firm and what their expectations are? How do you know you are right? You'll learn things you don't even know are important about raising capital from venture capitalists (probably the last place you will raise money from), strategic partners, licensing, IP, corporate venture capital, customers, angels, state funds, and more.

"As a team of technical experts, Roger's input was pivotal in developing a commercialization strategy, refining our value proposition, and defining our key target customers. Roger asks challenging questions to help you determine what you need and what needs improvement. From working with Roger, we felt much more confident in our commercialization approach and more prepared to approach Phase II funding." EPA SBIR Multiple Grant Recipient.

"I never got the sense that Mr. London was trying to sell me something unlike most consultants. He is a successful retired entrepreneur, so I was/am comfortable that he is doing this for fun and to "give back" by helping less experienced entrepreneurs like me. I'm getting experienced mentoring that I thought I'd have to give away equity to get. We've asked him to help with another Phase I grant and be a part of my Phase II grant. Having this wealth of expertise in a single reliable and trustworthy resource is invaluable." EPA SBIR Phase I Recipient.

Contact Us

RL American Security Challenge Host

RL 100k check award

Up Your TRL t-shirt

RL American Security Challenge Host

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Who's this London guy?

Go to LinkedIn and see "official" business background

and/or go to a previous company's website (my favorite startup)

and/or get a sense for who I am by glancing through some of my favorite pics in this short album (left) or watch video interviews (below and far lef).

"While Roger has a wealth of experience to help me in many areas I didn't know about, perhaps the greatest value to me was I felt he was always looking out for me and my personal interests. He took the time to ask me what is important in my life, what risk tolerances I have, whether I want to conquer the world or run a small profitable company that takes care of me and my family for the foreseeable future."

EPA SBIR Phase I Recipient.

Make Good Choices!