3 February 2025

Workshops

ESA BIC Lazio Workshop: Putting Value First in Deep-Tech Communication

Somaspace Team

Somaspace led an interactive workshop for ESA BIC Lazio startups focused on one shift that changes everything in deep-tech communication: value first, not product first. The session provided a practical framework to define the target, clarify the message, choose the right channels, and structure content that supports growth.

Innovative technologies often don’t fail because they lack potential, but because the value isn’t delivered, understood, or communicated effectively. In the workshop, teams worked in small groups or by themselves, on their own startups, moving from “what we built” to “why it matters” and “how to communicate it in the market”.

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The principle: value first (not product first)

We opened with a simple principle: deep-tech communication must start from value, not features. The goal is to make the offer easier to understand, easier to remember, and easier to sell, especially across mixed audiences (founders, technical stakeholders, business developers, investors).

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Framework part 1: Define value + target (Value Proposition Map)

To make value concrete, we used a Value Proposition Map approach, working on two sides:

Customer Profile

Jobs: what the customer is trying to get done
Pains: what blocks them / what makes it hard
Gains: what “success” looks like for them

Value Map

Products & services: what you provide
Pain relievers: how you reduce or remove pains
Gain creators: how you create measurable benefits

Then we connected the two maps in a quick “fit” step: does what we offer directly answer the customer’s real jobs, pains, and gains?

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Framework part 2: Define how you sound (Tone of Voice)

Once value is clear, the next lever is how you communicate it.

We used a Tone of Voice canvas to translate brand personality into an actionable voice teams can apply across website, decks, content, and sales materials.

The output: a shared vocabulary and a clear tonal direction (e.g., measured, inspirational, authentic), so the brand feels consistent and credible at every touchpoint.

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Framework part 3: Define the message (from logline to pitch)

With value and voice set, teams drafted the core message in 3 layers:

Brand logline (one line that captures the essence)
Product in 3 words (forced clarity)
Elevator pitch (a short narrative that can work in real conversations)

The goal: a message that is easy to repeat internally and easy to understand externally.

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Framework part 4: Choose channels + plan content (Content Marketing Matrix)

To turn messaging into execution, we introduced a content planning matrix that helps teams choose what to publish based on:

Emotional vs rational
Awareness vs purchase intent

This creates a balanced mix of content types (e.g., educate, convince, inspire, entertain) across channels (website, events, LinkedIn, etc.), aligned with business objectives—not random posting.

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Closing

The workshop ended with a simple takeaway: be different—and make your value unmistakable. When the value is clear, communication becomes a growth tool: it accelerates understanding, builds trust, and supports fundraising, partnerships, and sales.

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About ESA BIC Lazio

ESA BIC Lazio is part of the European Space Agency’s Business Incubation Centre network, supporting entrepreneurs and early-stage startups developing space-related businesses with incubation resources, expertise, and ecosystem access.

https://www.lazioinnova.it/innovazione-aperta/iniziativa/esa-bic-lazio/

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About Lazio Innova

Lazio Innova is the regional development agency of the Lazio Region (Italy) and manages ESA BIC Lazio, supporting innovation and business growth through programmes, services, and opportunities for startups and companies.

https://www.lazioinnova.it/

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