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Energy tech professional shares 3 business development tips for 2024

It's a different world for startups on the other side of the pandemic — especially for business development. One Houston innovator shares her lessons learned. Photo via Getty Images

The post-pandemic world of business development looks a lot different than it did in 2019. I started my first “sales” role in 2014 at a large, international company, and my days were filled with in-person meetings, often visiting four or five different prospects. The pandemic shifted this approach, as we all moved to web-based platforms and face-to-face meetings dwindled.

Fast forward to 2023, when I joined the Houston team at Square Robot, a startup that was trying to disrupt an industry. I had to learn how to navigate a post-pandemic sales world — where hybrid work, reliance on emails, and video based web calls are now the norm — coupled with the challenges of working for a relatively new company.

I think many working for startups will agree that the first barrier encountered in trying to build and grow your business is addressing the “who” in the equation. You are battling your prospect’s already busy schedule to earn a few minutes of their time, which is an uphill battle when the company is relatively unknown. Not to mention, startups often run into internal delays just from encountering a concern or problem that hasn't been sorted out before. A successful startup is made up of people who, when encountering that sort of a situation, instinctively and proactively figure out the way to solve it instead of sitting back and saying, "We don't have a tool I can use, so I can't get this accomplished.”

While there’s no perfect formula for how to drive sales at a startup, I can share my personal experience and success from the past 15 months at Square Robot. The company put their faith in me to develop business in an untapped market segment: the power industry. In one year, I grew this market by over 300 percent, despite the majority of prospects having never heard of Square Robot. There were a few key steps to my success, which included adjusting to the shift in work operations since Covid-19.

The power of developing a brand

My first focus was on developing my personal brand as an ambassador for Square Robot. Not only did I dive into learning all aspects of our robotic services, but I then did the same in the power industry. I heavily relied on LinkedIn to build my brand as a knowledge center, often creating short videos, posts and even articles about the benefits of Square Robot’s service for the power industry.

I found that in a business world that’s inundated with endless emails and cold calls, social media was an easy way to get in front of prospects without the pressure of calling as they’re stepping into a meeting or too busy to speak. The recognition of name and company from LinkedIn translated across the traditional platforms. I connected and messaged on LinkedIn, followed by email and phone outreach. Overall, about 75 percent of my closed opportunities in 2023 began with outreach on Linkedin.

Tapping into relevant organizations

As I continued to learn more about the power generation industry, I looked for associated research and non-profit groups. From there, I found the Electric Power Research Institute, and subsequently, Square Robot was accepted into a program to showcase new technology directly to the end user.

I also researched industry specific conferences and publications for either speaking submissions or written pieces, which are great avenues to grow the brand of a startup company while paying close attention to budgeting.

Making time for in-person meetings

While finding ways to raise the profile of Square Robot was important, I also wanted to make sure I still had the face-to-face connection that makes a lasting impact. True success in this role takes business development into relationship development, and I made it a priority to visit new clients when Square Robot was onsite providing service.

Taking the time to meet in person with the people and teams I’ve spoken with countless times — sometimes across months — helped to build trust and uncover additional opportunities. People are much more likely to answer emails or calls when they can put a face to a name. Many times I used this visit to extend my reach into a company, asking for introductions to other locations or areas.

Even though 2023 was an achievement for myself and Square Robot, it comes with the expectation of continued growth. In the startup world of business development, this means constantly engaging with potential audiences in new and different ways, not being deterred when things take time or you fail, and having creativity and tenacity to drive sales.

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Stephanie Nolan is director of sales at Square Robot, which is headquartered in Massachusetts but has a growing presence in Houston.

This article originally ran on InnovationMap.

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A View From HETI

Ten Rice University energy innovators have been selected for the Chevron Energy Graduate Fellowship. Photo by Gustavo Raskosky/Rice University.

Chevron and Rice University have named 10 graduate students to the second cohort of the Chevron Energy Graduate Fellowship.

The students come from various departments at Rice and are working on innovations that reduce emissions or improve upon low-carbon technology. Fellows will each receive a $10,000 award to support their research along with the opportunity to connect with "industry experts who can provide valuable insight on scaling technologies from the lab to commercial application," according to Rice.

The fellows will present projects during a cross-university virtual symposium in the spring.

The 2025-26 Chevron Energy Graduate Fellows and their research topics include:

  • Cristel Carolina Brindis Flores, Molecular Simulations of CO₂ and H₂ for Geostorage
  • Davide Cavuto, Intensification of Floating Catalyst Chemical Vapor Deposition for Carbon Nanotubes Synthesis
  • Jaewoo Kim, Distributed Acoustic Sensing for In-situ Stress Monitoring in Enhanced Geothermal Systems
  • Jessica Hema Persaud, Understanding Tin Perovskite Crystallization Dynamics for All-Perovskite Tandems
  • Johanna Ikabu Bangala, Upcycling Methane-derived Zero-Valent Carbon for Sustainable Agriculture
  • Kashif Liaqat, From Waste to Resource: Increased Sustainability Through Hybrid Waste Heat Recovery Systems for Data Centers and Industry
  • Md Abid Shahriar Rahman Saadi, Advancing Sustainable Structural, Energy and Food Systems through Engineering of Biopolymers
  • Ratnika Gupta, Micro-Silicon/Carbon Nanotube Composite Anodes with Metal-free Current Collector for High Performance Li-Ion Batteries
  • Wei Ping Lam, Electrifying Chemical Manufacturing: High-Pressure Electrochemical CO₂ Capture and Conversion
  • William Schmid, Light-Driven Thermal Desalination Using Transient Solar Illumination

“Through this fellowship program, we can support outstanding graduate students from across the university who are conducting cutting-edge research across a variety of fields,” Carrie Masiello, director of the Rice Sustainability Institute, said in a news release. “This year, our 2026 Chevron Fellows are working on research that reflects the diversity of the sustainability research at Rice … and these scholarly endeavors exemplify the breadth and depth of research enabled by Chevron’s generous support.”

The Chevron Fellows program launched at Rice last year, naming 10 graduate students to the inaugural cohort. It is funded by Chevron and was created through a partnership between the Rice Sustainability Institute. Chevron launched a similar program at the University of Houston in 2023.

“Rice University continues to be an exceptional partner in advancing energy innovation,” Chris Powers, director of exploration commercial and portfolio at Chevron, added in the release. “The Chevron Energy Fellows program showcases the brilliance and drive of Rice graduate students, whose research in areas like carbon conversion, solar materials and geothermal sensing is already shaping the future of sustainable energy. We’re proud to celebrate their achievements and look forward to the impact they’ll continue to make across the energy landscape.”

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