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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Houston companies team up on $700M floating solar projects in Texas

float on

Diamond Infrastructure Solutions has given Third Pillar Solar exclusive rights to access Diamond’s Texas reservoirs for the possible launch of utility-scale floating solar installations. Both companies are based in the Houston area.

The potential investment in the floating solar project exceeds $700 million, and the project is expected to generate up to 500 megawatts of solar energy.

“Our agreement with Third Pillar marks a bold step forward in how we think about infrastructure and sustainability. By transforming underutilized water surfaces into clean energy assets, Diamond is advancing its commitment to innovation while delivering long-term value,” Ed Noack, CEO of Diamond Infrastructure Solutions, said in the release.

Dow Chemical Co. and a fund directed by Macquarie Asset Management announced the formation of Diamond in 2024. Dow holds a majority stake in Diamond, which owns Gulf Coast infrastructure used by Dow and other industrial customers at five locations in Texas and Louisiana.

The solar installations are scheduled to be built and in operation by the end of the decade.

The agreement between Diamond and Three Pillar “demonstrates the growing appetite for utility-scale energy solutions and highlights how floating solar can enhance and transform the value of existing infrastructure, all while providing cost-competitive energy, preserving agricultural land, reducing evaporation losses, and existing out of public view,” Jaimeet Gulati, CEO of Third Pillar, added in the realease.

Founded in 2022 and majority-owned by renewable energy investor Glentra Capital, Third Pillar develops, owns and operates floating photovoltaic solar installations. The installations are designed to float in places such as wastewater lagoons, reclaimed sand and gravel pits and industrial reservoirs. Third Pillar’s development pipeline contains more than 60 projects.

Rice Alliance names participants in 22th annual energy forum

where to be

The Rice Alliance for Technology and Entrepreneurship has named the 100 energy technology ventures that will convene next month at the 22nd annual Rice Alliance Energy Tech Venture Forum, as part of the second annual Houston Energy and Climate Startup Week.

Half of the startups, which hail from nine countries and 19 states, will pitch during the event, which culminates in the annual recognition of the “Most Promising Companies." The 12 companies that were named to Class 5 of the Rice Alliance Clean Energy Accelerator will present during Demo Day to wrap up their 10-week program.

In addition to pitches, the event will also host keynotes from Arjun Murti, partner of energy macro and policy at Veriten, and Susan Schofer, partner at HAX and chief science officer at SOSV. Panels will focus on corporate innovation and institutional venture capital. Attendees can also participate in one-on-one office hours with founders and investors.

The forum will take place Sept. 18 at Rice University’s Jones Graduate School of Business.

The 2025 presenting companies include:

  • Aeromine Technologies
  • AlumaPower
  • Ammobia
  • Aqua-Cell Energy
  • Aquafortus
  • Aquora Biosystems
  • Arculus Solutions
  • Artemis Production Solutions
  • AtmoSpark Technologies
  • AtoMe
  • Badwater Alchemy
  • C+UP
  • Carbon Blade
  • Circul8 Energy & Environment
  • CO2 Lock
  • Direct C
  • DirectH2
  • Ekona Power
  • Exum Instruments
  • Fathom Storage
  • Flyscan Systems
  • Geokiln Energy Innovation
  • Glint Solar
  • Hive Autonomy
  • Horne Technologies
  • Hydrogenious LOHC Maritime
  • Innowind Energy Solutions
  • Iron IQ
  • Kewazo
  • LiNova Energy
  • Lukera Energy
  • Lydian
  • Mcatalysis
  • Metal Light
  • Mithril Minerals
  • Moment Energy
  • Moonshot Hydrogen
  • Muon Vision
  • PolyQor
  • Polystyvert dba UpSolv
  • Precision Additive
  • RapiCure Solutions
  • Resollant
  • SiriNor
  • Skyven Technologies
  • Sperra
  • SpiroPak
  • Sweetch Energy
  • Teverra
  • Utility Global
  • Xplorobot

Companies participating in office hours include:

  • Active Surfaces
  • Advanced Reactor Technologies
  • Advanced Thermovoltaic Systems
  • Ai Driller
  • Airbridge
  • Airworks Compressors
  • Austere Environmental
  • Brint Tech
  • CarbonX Solutions
  • Cavern Energy Storage
  • Celadyne Technologies
  • CERT Systems
  • CubeNexus
  • Deep Anchor Solutions
  • Ellexco
  • Emerald Battery Labs
  • Equipt.ai
  • FAST Metals
  • FieldMesh
  • FlowCellutions
  • Fluidsdata
  • GrapheneTX
  • GS VORTEX SYSTEMS
  • Installer
  • Kanin Energy
  • MacroCycle Technologies
  • Modular MOPU
  • NANOBORNE
  • NetForwards
  • Oxylus Energy
  • PetroBricks
  • PHNXX
  • RASMAG Energy
  • RedShift Energy
  • RENASYS
  • RenewCO2
  • Resonantia Diagnostics
  • Respire Energy
  • Safety Radar
  • SeaStock
  • Secant Fuel
  • SolGrapH
  • Stratos Perception
  • Terraflow Energy
  • Think Energy Holdings
  • Turnover Labs
  • Utiltyx
  • Zenthos Energy

Find information about the full day of events here, or click here to register.

Houston environmental firm makes partnership to deliver low-carbon ship fuel

renewable shipping

Houston-headquartered environmental services firm Anew Climate and Vancouver-based ship-to-ship marine bunkering of liquified natural gas company Seaspan Energy have entered into a first-of-its-kind strategic agreement to offer the delivery of renewable liquefied natural gas (R-LNG) to customers on the North American West Coast.

“We’re proud to collaborate with Anew Climate to forge a new path for lower-carbon marine fuel,” Harly Penner, president of Seaspan Energy, said in a news release. “This partnership supports our goal to provide cleaner energy solutions to the maritime industry and demonstrates our dedication to innovation and environmental leadership.”

Anew will supply renewable natural gas (RNG) certified by the International Sustainability and Carbon Certification (ISCC). The RNG will comply with the International Maritime Organization's (IMO) Net-Zero Framework, which recently approved measures to encourage emissions reductions, and the FuelEU Maritime Regulation in the European Union.

Together, the companies aim to identify and develop commercial opportunities to promote the adoption of lower-carbon fuels and deliver ISCC-certified renewable liquified natural gas (R-LNG) to ships throughout the North American West Coast.

The partnership builds upon Anew Climate’s bio-LNG bunkering, which was developed in 2021 when the company was known as Element Markets. It was the first bio-LNG bunkering, or refueling with bio-LNG, in the U.S.

“At a time when global shipping is under pressure to decarbonize, this partnership brings together two innovators committed to advancing sustainable solutions,” Andy Brosnan, president of Anew Climate Low Carbon Fuels, said in a news release. “By combining Anew’s expertise in RNG with Seaspan’s marine logistic capabilities, we’re offering a market-leading approach to help shipowners meet evolving emissions requirements and reduce their environmental impact without compromising performance.”

In July, Anew also extended its agreement with CNX Resources to market remediated mine gas, which is an ultra-low carbon intensity energy source from captured waste methane. It also announced a 10-year agreement earlier this summer with Aurora Sustainable Lands and Microsoft to deliver 4.8 million nature-based carbon removal credits. Anew Climate, founded in 2001, states that its mission is to reduce emissions, environmental restoration and impact the climate in a positive way.