For a startup emerging from an academic lab with breakthrough materials technology, the typical path might involve pitching to venture capitalists. However, this company had a different vision. Rather than seeking traditional funding, they strategically positioned themselves as a prime acquisition target for several major aerospace players—many of the same companies that they were hoping to land as their first customers. With an advanced composite material offering key advantages for specific spacecraft applications, they recognized that proving their value would increase their likelihood of being acquired by companies looking to expand their materials portfolio.
The material, with properties similar to PEEK and PEKK, promised strength, lightweight durability, and resistance to the extreme conditions of space. However, the aerospace market is highly competitive, conservative, and difficult to penetrate, particularly for startups. To succeed, the company needed to demonstrate their material’s relevance, regulatory readiness, and ability to scale. More importantly, they needed to convey that they weren’t just another composite materials startup—they were an acquisition opportunity. There are extremely few science marketing agencies with the experience necessary to support such an undertaking.
As their science marketing agency, High Touch Group focused on a strategic, multi-faceted approach. We crafted a technical yet accessible narrative to showcase the material’s potential, speaking to multiple stakeholder groups.
This article pulls back the curtain a bit and explores how we strategically targeted some of this company’s key audiences, including materials engineers, aerospace engineers, procurement officers, and prospective acquirers. It also sheds some light on how we approached the messaging, balancing technical rigor with a narrative that positioned the startup as both a viable partner and an acquisition target. While we keep the specifics of the material confidential to protect IP, this article illustrates how we crafted the right story to resonate with these specialized stakeholders.
1. Developing and Highlighting Strategic Partnerships and Co-Development Opportunities
One of the most significant challenges for any new material entering the aerospace market is gaining initial traction. Strategic partnerships with established industry players can provide the validation and real-world application data, testimonials, customer logos, and other proof points needed to build credibility. This particular client didn’t have any customers at first and we needed the messaging proof points that strategic partnerships and co-development opportunities would provide. That’s where we started.
Our Approach:
We advised the company to focus on forming partnerships with aerospace contractors and key industry players such as NASA and SpaceX suppliers and research organizations. We’re skipping the specifics on how we helped make this happen (let us know if you’d like to hear more about that process and maybe we will write a future article about it). Long story short: by working on a mix of co-development and trial projects with co-marketing built into the agreements, the company gained the proof points it needed showcase the viability of its material in real-world applications.
Throughout these projects, we helped the company put feedback loops in place that gained them valuable product feedback while simultaneously generating the proof points we needed for their messaging strategy. These partnerships also allowed the material to be further tested and validated in operational environments, providing additional data that we could use in future marketing assets. The client’s operations team learned so much about how to deliver product, as well. Even with its experienced leadership team, this was an incredibly valuable project all around for this new company.
The ability to highlight these partnerships in marketing communications down the road further strengthened the startup’s position as a serious player in the aerospace materials market, reassuring both engineers and business leaders that the material had real-world backing and potential.
2. Targeting Materials Engineers: Bridging Lab-Scale Innovation to Aerospace Standards
Materials engineers are key decision-makers when it comes to selecting materials for aerospace applications, and they’re tasked with ensuring that new materials meet the specific demands of extreme environments. While the material had been developed in an academic lab, we needed to convince these engineers that it was ready for the real world.
Our Approach:
We carefully crafted messaging that demonstrated how this composite built on the strengths of familiar materials like PEEK and PEKK while offering specific enhancements for select spacecraft applications. Rather than suggesting that the material was a one-size-fits-all solution, we highlighted its adaptability for specific components where its properties—such as weight reduction, thermal stability, and resistance to harsh space environments—would be most beneficial.
For instance, we emphasized its potential use in lightweight structural components such as satellite frames, where strength-to-weight ratio is critical. We also pointed to its potential role in non-structural, protective elements like thermal shields, where resistance to extreme temperature changes is vital. However, we made sure not to overstate the material’s suitability for applications where more specialized materials, such as carbon-carbon composites or high-temperature ceramics, would be better suited.
The end result was a message strategy that reassured materials engineers that while the material offered significant advantages, it wasn’t being positioned as a universal solution for all aerospace components. Instead, we framed it as an option for very specific, high-performance roles within spacecraft design, particularly where weight, durability, and radiation resistance were key factors.
3. Engaging Aerospace Engineers: Ensuring Structural Integrity and Long-Term Performance
Aerospace engineers are primarily responsible for the structural integrity and overall performance of spacecraft systems. While they don’t typically work on material selection at the granular level, they do set material performance requirements for various spacecraft components, ensuring those materials can withstand extreme conditions during flight and throughout the mission lifecycle.
Our Approach: We focused on how the composite material contributed to key system-level objectives such as weight reduction, structural durability, and long-term reliability. Instead of discussing the material’s composition in detail, we emphasized its performance in specific structural applications—particularly where it could improve the spacecraft’s overall weight-to-strength ratio. This was critical for spacecraft components like satellite frames, load-bearing structures, and certain non-metallic surfaces.
We positioned the material as a solution for specific structural challenges, such as resisting mechanical stress during launch and vibration in orbit. By framing the composite as a high-performing option for lightweight, load-bearing components, we addressed the concerns aerospace engineers deal with daily: optimizing spacecraft performance while adhering to strict safety standards.
Certification readiness was another critical factor. Rather than suggesting aerospace engineers were involved in the certification process, we highlighted that the material had undergone rigorous tests (such as NASA’s outgassing standards and ESA’s thermal vacuum tests), ensuring it met the safety and regulatory standards aerospace engineers require for structural materials. This gave engineers confidence that the material could be integrated into spacecraft designs without compromising safety or performance.
By emphasizing the material’s system-level contributions—such as reduced weight and improved structural resilience—we built trust with aerospace engineers without overstepping into the more granular details of material science, which are typically outside their purview.
4. Reassuring Procurement Officers: Balancing Innovation and Risk Mitigation
Procurement officers play a critical role in balancing innovation with risk. Their priority is ensuring that new materials can be adopted without introducing unforeseen risks to spacecraft programs, especially when working with smaller, less established suppliers.
Our Approach:
We addressed procurement officers’ concerns by focusing on the company’s partnerships with recognized aerospace contractors and industry bodies, along with their careful progression through regulatory certification. This messaging reinforced that the material had been validated through rigorous, industry-standard tests, ensuring that its integration into spacecraft would be a low-risk investment.
We also highlighted the long-term cost advantages of the material, such as its durability and reduced need for maintenance over the lifecycle of a spacecraft. This helped shift the conversation from pure innovation to practical, cost-effective value. By presenting the material as both a high-performance option and a cost-effective solution for critical spacecraft applications, we reassured procurement officers that this was a reliable, low-risk investment with tangible, long-term benefits.
5. Positioning for Acquisition: Building Long-Term Value
Throughout this project, we maintained a clear focus on positioning the startup as an attractive acquisition target. Rather than simply showcasing the material as a technical innovation, we framed the company as a valuable asset for larger aerospace firms looking to expand their materials capabilities.
Our Approach:
We leveraged the strategic partnerships and co-development projects that the company had secured with established aerospace players to build credibility. By aligning the material’s real-world testing results with industry standards, we demonstrated that the company was well on its way to meeting the needs of high-demand aerospace applications.
We emphasized the startup’s strong leadership, operational transparency, and progress through certification testing to paint a picture of a company that wasn’t just capable of developing innovative materials, but also of scaling and maintaining long-term reliability. This narrative made the company an appealing acquisition target for larger firms looking to reduce risks by bringing in proven materials and established processes.
By focusing on the startup’s traction in the aerospace industry, backed by strong partnerships and regulatory progress, we framed the acquisition opportunity as both a strategic and low-risk investment.
Final Thoughts: Crafting a Strategic Narrative for Maximum Impact
This project went far beyond traditional marketing. It required a nuanced approach that resonated with highly technical audiences while positioning the startup as a prime acquisition target. By carefully tailoring the messaging for materials engineers, composites engineers, aerospace engineers, and procurement officers, we showcased the material’s real-world capabilities without over-promising. Each communication was designed to highlight the material’s strengths in specific structural applications, its certification progress, and its potential for long-term cost savings—all while maintaining the startup’s confidentiality and competitive edge.
Ultimately, this strategy wasn’t just about marketing a breakthrough material. It was about strategically positioning the company for growth, partnership, and acquisition in one of the most challenging industries. By aligning the technical rigor of aerospace standards with the business value of acquisition, we created a compelling narrative that both engineers and business leaders could trust, ensuring the startup’s place on the radar of key aerospace players.
Our Approach to Client Partnerships
At High Touch Group, we operate with a clear methodology to ensure that every client gets the attention and expertise they deserve. We’re a small, highly specialized science marketing agency, and we pride ourselves on being deeply hands-on with our accounts. Because of this, we limit ourselves to working with around 12 clients each year. This allows us to fully immerse ourselves in your business, acting as an extension of your team rather than just a service provider.
We’re selective about the clients we take on, prioritizing those who align with our expertise in specific science and engineering fields and who share our commitment to innovation. For those we can’t accommodate, we maintain a trusted network of other specialized agencies that we recommend based on your specific needs. Our goal is to ensure that, whether you work with us or one of our trusted partners, you’re set up for success.
If you’re interested in learning more about how we work or think we’d be a good fit for your next project, let’s start a conversation. We’re always happy to help companies find the right strategy and the right partner, whether that’s us or someone in our network.
For more information about our services, contact us today.
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