5 Critical Go-to-Market Lessons from Phasecraft’s Deep Tech Journey

When building a deep tech startup, conventional go-to-market playbooks often fall short. In a recent episode of Category Visionaries, Phasecraft co-founder Ashley Montanaro shared insights from their journey commercializing quantum computing technology. Here are five critical lessons that emerge from their experience.

1. Identify the Right Moment for Commercialization

Timing the transition from research to commercialization can make or break a deep tech startup. For Phasecraft, the decision came when “quantum computing was getting to this really exciting stage when it was really leaving academia and becoming actually a sort of really interesting commercial and industrial sort of pursuit,” Ashley explains. This recognition of market readiness guided their entire go-to-market strategy.

The key wasn’t just the technology’s maturity, but its potential for real-world impact. “It was clear that this technology was leaving the lab and you could finally do some really exciting things with quantum computers,” Ashley notes. This alignment of technological capability with market opportunity created the perfect launching point.

2. Build Deep Technical Partnerships, Not Surface-Level Relationships

Phasecraft’s approach to partnerships reveals a crucial lesson for deep tech startups: focus on depth over breadth. “As a startup, you have limited resources, limited time, and you’re just not able to work with everyone out there,” Ashley emphasizes. This constraint led them to develop focused, technically-driven partnerships.

Their collaboration with Johnson Matthey exemplifies this approach. Instead of pursuing multiple superficial relationships, they focused on “very intense R&D partnership” where they’re “actually working directly with the scientists and the engineers.” This deep engagement ensures partnerships deliver real value rather than just logos on a website.

3. Navigate the Investor Landscape Strategically

Deep tech startups require investors who understand longer development cycles. “Quantum computing is very much a marathon and not a sprint,” Ashley notes. This reality shaped their approach to fundraising, leading them to seek investors aligned with their timeline and vision.

The key is finding investors who truly understand deep tech’s unique demands. Their success in securing backing from Playground, which Ashley describes as “really one of the world’s ultimate deep tech investors,” demonstrates the importance of investor alignment with your technology’s development timeline.

4. Build Technical Teams in Talent-Scarce Markets

In emerging fields, talent acquisition presents unique challenges. Ashley points out that in quantum computing, there are only “numbers in the hundreds, let’s say, have been like worldwide who have the right expertise.” This scarcity requires creative approaches to team building.

Phasecraft’s solution involved leveraging academic networks while building commercial capabilities. They started by “working with some PhD students at Bristol and at UCL in London and also managed to convince the fantastic postdocs to join us full time.” This approach allowed them to access rare technical talent while building a commercially-oriented team.

5. Maintain Credibility Through Realistic Promises

In fields prone to hype, maintaining credibility becomes a crucial part of your go-to-market strategy. Ashley emphasizes that “it’s critically important that you don’t over promise and only say things which you believe you actually can deliver.” This approach builds trust with partners and investors while establishing long-term credibility in the market.

Looking Ahead

These lessons form a framework for deep tech commercialization that prioritizes sustainable growth over quick wins. As Ashley looks toward “three to five years time” when they expect to achieve quantum advantage, their focus remains on building meaningful partnerships and delivering real value.

For deep tech founders, these lessons highlight the importance of patience, focus, and credibility in bringing complex technologies to market. Success requires not just technological excellence, but a careful balance of partnership development, team building, and market timing. As emerging technologies continue to mature, these principles become increasingly relevant for founders working to bridge the gap between breakthrough research and commercial success.