Here's what makes a startup stand out, according to University of Houston research

Houston voices

From pitching to value proposition, here's what you should be thinking about to make your company stand out. Miguel Tovar/University of Houston

During your pitch, investors will be looking to see what your startup's value proposition is. What can you offer that your competitors cannot?

Imagine if you will, your startup develops a watch that can detect when you're about to have a heart attack, and automatically sends an alert with your location to 911.

You've perfected the design and engineering intricacies of the device. It's ready to go out and save lives, and make you tons of money in the process.

Now imagine you can't get this product off the ground because your pitches keep falling flat. Investors don't have confidence in you as an entrepreneur, even if your product is amazing. Remember, you can have an awesome product, but you won't reap any rewards if that awesomeness cannot be expressed to financial gatekeepers.

That's where the art of the pitch matters. Pitching to a venture capitalist might be the most vital part of your startup's success. This is where you express how important your product is or how in demand your services are. This is where you convince investors your product (and you) is worth investing in.

Next, you'll have to determine your company's value proposition, which is the heart of your competitive advantage. This tells venture capitalists why they should invest in your company and not others.

Investors are putting their money and reputation on the line for your company. Their leap of faith has to be as educated as possible. If you can educate them very thoroughly why your startup is different, why it stands out from the rest, investors will feel much more comfortable with their decision to reject other bids in favor of yours.

You don't only need to convince them to choose your company, you also need to convince them that rejecting the other companies won't come back to bite them in the rear. Nobody likes to live with regret, least of all people who put themselves in a position to lose millions of their dollars on a bad decision. The best way to reaffirm an investor's faith in your company is to provide a product or service that is fairly new to the market. New products mean less saturation and higher demand, especially if the product solves a problem or provides a unique function.

There are plenty of toasters on the market, but what about wireless toasters? Outdoors-people everywhere would surely line up to buy that. You're providing a product of real value to a certain sect of people. Your competitive advantage is that your toaster is wireless and portable. That would be your company's value proposition to your investor.

------

This article originally appeared on the University of Houston's The Big Idea.

Rene Cantu is the writer and editor at UH Division of Research.

Hey startups, are you ready to rock and roll? Miguel Tovar/University of Houston

Here's what startups can learn from the Rolling Stones, according to University of Houston researchers

Houston voices

Editor's note: If you think you can't learn some business tips from a rock band, think again. The University of Houston's Big Idea has rounded up a few lessons to be learned from the Rolling Stones — along with advice from UH researchers.

"Start Me Up"

In 1970, the Rolling Stones' long-standing deal with Decca Records expired. This opened a giant door for the band, which I assume they painted black.

Because the band had achieved such success, they were able to form their own record label, dubbed Rolling Stones Records. This was done in an effort to exert more control over their music, not just creatively, but financially. The Stones could now retain the rights over their own music.

Much akin to this move, many startups are launched because entrepreneurs wish to have more control over certain aspects of their technology or product. When asked why he launched his own startup, James Briggs, Ph.D., professor of biochemistry at the University of Houston and president and CFO of Metabocentric Biotechnologies, explained, "Primarily, it was because we felt that development of the technology stood a much better chance if we prosecuted it rather than trying to find a licensing partner."

"Under Your Thumb"

It's no secret that one of the biggest perks of developing your own startup is that you get to be the one to take care of your baby; to oversee the development of your tech through all its stages. You and your co-founders make the decisions on the long road to achieving your vision. Similarly, Professor Briggs and his business partner John Weihua, Ph.D., chairman and CEO of Metabocentric, could now control their company and develop it according to their vision. Had Professor Briggs and Chairman Weihua gone with a licensing partner at such an early stage of their startup, it could have stymied their financial growth.

A licensing entity is not just costly, it handcuffs your startup to dealing with only one licensing partner: them. As a result, you can't generate revenue elsewhere, which you can do if you control your own company.

Much like the Stones' newfound ability to control their own music by not having the tentacles of Decca Records around it, Professor Briggs and Chairman Weihua now had that same ability with their tech; all because they chose to venture out on their own in the infancy of their startup. They were able launch their startup without licensing partners by acquiring non-dilutive funding, which grants startups money without seeking equity in return. So, again, you keep more control of your tech.

"Beast of Burden"

Big record companies have always made it a point to primarily sign acts that are already well established and have a strong fan base locally. Artists in the '60s had to really work hard to gain a big enough name for themselves in their region. Flyers, radio ads, playing weddings, bar mitzvahs, and birthday parties for free just to get your name out there, all the while having to create new material; musicians looking to get signed really had to put in the work.

Before they became household names, the Rolling Stones had garnered a big following in London in 1963. Big enough that the then-gigantic Decca Records noticed and decided to sign them. Record companies sign bands with big local followings because they are more likely to succeed on a grand scale, as opposed to artists who never ventured beyond their garage. In a sense, this was a way for big record companies to reduce the risk of signing an artist that turns out to be a dud.

"Beast of Burden (Remix)"

"Pharmaceutical companies, now, look to small biotech startups to de-risk the lead and approach before they consider partnerships or acquisitions," proclaimed Professor Briggs during his presentation at UH's Startup Pains event. "Pharmaceutical companies don't want to buy failure, they want to buy the success. So they make sure to look for small biotech companies who bring their tech to a point where it is de-risked enough that a partnership suddenly becomes less of a risk to undertake."

Biotech entrepreneurs have to also put in a lot of work to position their startups for potential deals and partnerships with giant pharmaceutical companies. Laying the groundwork for a startup includes searching for investors, virtually begging for money, entering competitions, updating your tech, growing your team, commercializing your product, and staying relevant. "It's a lot of hard work. There will be successes and there will be failures. But in the end, if you stay true to yourselves and your company, there's a greater chance it will pay off."

"Let's Spend the Night Together"

Chemistry, the non-science-y kind, is one of the most overlooked aspects of startups for entrepreneurs. The chemistry a team of individuals have with each other makes for a positive company culture that maintains high morale.

In music, nothing is more important than chemistry. You are whole rather than the sum of a band's parts. Mick Jagger met Keith Richards when they were 16 and became friends because they owned the same Muddy Waters record. Since that time, they have remained best friends. In the studio and on stage, few duos have portrayed the same level of camaraderie and chemistry as Mick and Keith. They met their drummer Charlie Watts at 17, just a year later, and bassist Ronnie Wood in 1975, and lo and behold, they're still all together today.

With a catalog of over 500 songs over 50 years, with the same four band members for the majority of that time, you'll be hard-pressed to find a better paragon of chemistry than the Rolling Stones.

For startups, a strong company culture composed of like-minded individuals working together with chemistry is a prime way to keep your employees motivated, especially when your company is so young, you cannot pay them very much. "You have to remember that most startups are extremely tiny, with 2 to 3 people even, so chemistry is vital. You want to have a culture where you can air your grievances with each other and be honest about your company," Professor Briggs said during the Q & A session of Startup Pains.

"Time Is On Your Side"

A good startup sees its employees working together, functioning as a well-oiled machine, spending long nights together figuring out problems, taking turns ordering Chinese for late meetings, checking each other's work, and learning each other's personalities to more effectively communicate. It takes time. But if the chemistry isn't there naturally, it'll be there once you put in the time to iron out each other's wrinkles.

Investors want to see that your startup has a positive culture before they invest. Similarly, funding entities view company culture as a component that impacts a startup's net profits. If your startup is in disarray, do you really think an intelligent investor is going to want to give you millions of their dollars?

"Even if your tech is great, investors need to see that the company behind the tech is worth the risk."


------

This article originally appeared on the University of Houston's The Big Idea.

Rene Cantu is the writer and editor at UH Division of Research.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

New statewide plan aims to eliminate cervical cancer in Texas by 2032

fighting cancer

MD Anderson, on behalf of a coalition of health systems, has announced a new plan to eliminate cervical cancer in Texas.

The five-year Texas Lone Star Cervical Cancer Elimination Plan was launched during the Cancer Prevention and Research Institute of Texas (CPRIT) 2026 Innovations Conference in Galveston this month.

The plan focuses on three major pillars with goals to be achieved by 2032:

  • HPV vaccination: Increase the percentage of Texas boys and girls up to date on human papillomavirus (HPV) vaccination by age 15 from 50.5 percent to 80 percent
  • Cervical cancer screening: Raise the share of Texas women up to date on cervical cancer screening from 64 percent to 80 percent
  • Timely follow-up, diagnosis and treatment: Ensure 80 percent of women receive diagnostic follow-up and treatment when needed through community outreach, patient navigation, provider training and survivorship support

Overall, the coalition wants to see fewer than four new cases of cervical cancer annually per 100,000 Texas women by 2032, according to a news release from MD Anderson. Currently, Texas has an incidence rate of 9.5 women per 100,000 diagnosed with cervical cancer, compared with 7.5 women per 100,000 nationally.

“Texas has the tools to prevent nearly every case of cervical cancer, but tools can save lives only when people can utilize them,” Dr. Ernest Hawk, vice president and division head of Cancer Prevention and Population Sciences at MD Anderson, said in the release. “The Lone Star Cervical Cancer Elimination Plan gives us a shared roadmap to vaccinate more of our children, screen more of our women and make sure every abnormal result leads to care. With innovations like HPV self-collection and the commitment of partners across the state, elimination is within reach.”

About 40 other hospitals, health care organizations and companies join MD Anderson in the coalition that launched the Lonestar Plan. Those based in Houston include Houston Methodist, Rice University, UTHealth Houston, Texas Children's Hospital, Houston Health Department and others.

The CPRIT also announced its Texans Conquer Cancer Awards and its CPRIT Champion awards during the Innovations Conference this week. Several are based in Houston, including:

  • Zhiqiang An, co-founder of CrossBridge Bio, Director of the Texas Therapeutics Institute, and Vice President of Drug Discovery at the University of Texas Health Science Center at Houston
  • Dr. Abbey Berenson, Director of the UTMB Center for Interdisciplinary Research in Women's Health Care
  • Dr. Michael Taylor, Chair of Pediatric Neuro-Oncology at Texas Children's Cancer and Hematology Center and Director of Texas Children's Pediatric Brain Tumor Research Program

To date, the CPRIT has awarded more than $4.2 billion in grants to fight cancer in the state. Over the summer, it awarded four $2 million grants to institutions in Houston and Bryan for the creation or expansion of “core” cancer research facilities.

Texas Medical Center Innovation recently announced that its $2 million grant would renew its Accelerator for Cancer Therapeutics for five years. Read more from TMCi about the renewal here.

Announcing the 2026 Houston Innovation Awards finalists

Inspirational Innovators

InnovationMap is proud to reveal the finalists for the 2026 Houston Innovation Awards.

The sixth annual Houston Innovation Awards program returns in an all-digital format this fall to honor the best of Houston's innovation ecosystem, including startups, entrepreneurs, mentors, and more.

Finalists were determined by our esteemed panel of judges, comprised of past award winners and InnovationMap editorial leadership.

The panel reviewed applications across 10 prestigious categories to determine our finalists. They will select the winner for each category, except for Startup of the Year, which will be chosen by the public via online voting launching later this month.

We will announce the honoree of our annual Trailblazer Award in the coming weeks, then stay tuned as we unveil all of this year's winners on InnovationMap.com in mid-November.

Get to know our finalists in more detail through editorial spotlights leading up to the winner announcement. Without further ado, here are the 2026 Houston Innovation Awards finalists:

Minority-founded Business

Honoring an innovative startup founded or co-founded by BIPOC or LGBTQ+ representation:

  • AI Made Fun
  • Deep Anchor Solutions
  • HEXAspec
  • Prana Surgical
  • Torres Orbital Mining Inc.

Female-founded Business

Honoring an innovative startup founded or co-founded by a woman:

  • Adair
  • ARIX Technologies
  • Bairitone Health
  • FlowCellutions
  • ParaDocs Health

Energy Transition Business

Honoring an innovative startup providing a solution within renewables, climatetech, clean energy, alternative materials, circular economy and beyond:

  • Capwell Services
  • FlowCellutions
  • Hertha Metals
  • Mars Materials
  • Solidec

Health Tech Business

Honoring an innovative startup within the health and medical technology sectors:

  • Bairitone Health
  • InformAI Inc.
  • Prana Surgical
  • Skybound MedTech

Deep Tech Business

Honoring an innovative startup providing technology solutions based on substantial scientific or engineering challenges, including those in the AI, robotics and space sectors:

  • Casimir
  • Focis AI
  • Machine Saver Inc.
  • Square Robot
  • Venus Aerospace

Startup of the Year (People's Choice)

Honoring a startup celebrating a recent milestone or success. The winner will be selected by the community via an online voting experience:

  • Fluxworks
  • IronLattice
  • Lumino
  • Progress Report
  • Rosarium Health
  • Thread
  • TokenRoster

Scaleup of the Year

Honoring an innovative later-stage startup that's recently reached a significant milestone in company growth:

  • Erock
  • Hertha Metals
  • Venus Aerospace

Incubator/Accelerator of the Year

Honoring a local incubator or accelerator that is championing and fueling the growth of Houston startups:

  • Activate
  • Impact Hub Houston
  • MarMo Innovation

Mentor of the Year

Honoring an individual who dedicates their time and expertise to guide and support budding entrepreneurs:

  • Al Danto, Rice University
  • Eric Rubenstein, New Climate Ventures
  • Jeremy Pitts, Activate
  • Joe Alapat, Liongard
  • Kyle Judah, Rice University's Liu Idea Lab for Innovation & Entrepreneurship
  • Rachel Bickham, Bickham Services Unlimited LLC

Trailblazer Recipient

  • To be announced

Q&A: TIME100 AI honoree Angle Bush on building Houston’s artificial intelligence future

AI builder

Angle Bush, founder and CEO of Black Women in Artificial Intelligence, has a running question for her organization's members: Are you in the lab?

For Bush, inquiry isn’t philosophical. Learning about artificial intelligence is one thing. But building with it? Developing products, solving problems and creating a stake in the emerging AI economy? That’s another thing entirely—and exactly the point.

Bush’s own path into AI began in 2019 with an unlikely project: a robot named Usher, designed to bring her hot cocoa. She went down what she calls “YouTube University” to figure out how to build it and kept encountering another subject: artificial intelligence. Her curiosity eventually led her to a Houston AI event, where she noticed something missing.

She didn’t see a full reflection of herself, prompting a bigger question: If AI was becoming a transformative force, who would have a role in shaping it? Her answer became the premise for what came next: There couldn’t be an AI revolution without Black women.

Bush never finished Usher. Instead, she built Black Women in Artificial Intelligence, which has grown into a global organization with members across five continents.

Six years after launching BWIAI, the Houston founder was named to the 2026 TIME100 AI, TIME’s annual list recognizing 100 of the world’s most influential people in artificial intelligence.

The recognition is significant, but Bush is focused on what comes next: moving people beyond AI literacy and adoption and into creation—turning ideas into deployed products, building economic opportunity and ensuring more people have a hand in shaping the technology.

That mission brings Bush back to Houston, where she sees an opportunity to build on the city’s entrepreneurial culture while advancing conversations around responsible and ethical AI.

InnovationMap spoke with Bush about her TIME100 AI recognition, her push to get more people building with AI, Houston’s role in the technology’s future and her simple message: Get in the lab.

InnovationMap: What accomplishment at BWIAI are you most proud of?

Angle Bush: This past March, 11 of our members designed and deployed products and services utilizing artificial intelligence. For me, that's what we want to do. We're looking for builders. I continually ask our members: Are you in the lab? What are you building?

We have members here in Houston who built a conference app designed to help people better understand and navigate the conference experience. We also have Shonda and Shalisha Witherspoon, The Digital Twins, who created a patent assistant to help individuals interested in creating a patent for their product or service.

For me, watching those women move dreams from notebooks to deployment is more important than anything else. Notebooks are designed to hold your dreams, but not keep your dreams.

For NVIDIA's GPU Technology Conference, if you wanted to participate as part of the Black Women in AI delegation, you had to build something. You couldn't just give me a concept and say, “Hey, Angle, I'm building ABC.” No. I needed you to design it, build it and deploy it. That will continually be one of the things I'm most proud of.

IM: Why is building so important to you?

AB: I've been saying that from the beginning because I tell people all the time: I can talk all day. We can have this conversation all day. But at the end of the day, are we building? What is the result?

Conversation is great. It can provide insight. But we have to put our hands on products. We have to put our hands on the APIs. We have to put our hands on that knowledge and ask, What do we do with it?

After you learn it, what are you doing with it? Are you going to create an app that helps your family? Are you creating an app that allows you to be part of the AI economy in a way that you can control? We're all going to be part of the AI economy at some point based on our careers and everything else. But what part of it can you control?

IM: What's next for Black Women in Artificial Intelligence?

AB: I want to continue our mission to educate, engage, embrace and empower Black women in AI. I want our organization to serve as an opportunity for women to build. How do we build? How do we understand how to build? How do we move beyond how we've been conditioned and start asking questions—not only of ourselves, but also the right questions of corporations?

Long term, I want us to continue building, and then I want us to pass that knowledge and insight down to the next generation. But I also want us to reach back to generations that may not have had this opportunity when they were younger. Maybe they were discouraged from going into STEM when they were younger. I want them to know that you can still build. It doesn't matter what your age is. It doesn't matter what college or university you attended. If you have an idea, we want to democratize AI so that you can build.

IM: BWIAI's story began in Houston. What role do you think Houston can play in the AI boom?

AB: First, I absolutely love Houston. I'm originally from Chicago and was raised in Saginaw, Michigan. But as they say, I got to Houston as quickly as I could. I think Houston has a great opportunity to position itself as a center of excellence for innovation. We have an entrepreneurial spirit and drive that I believe is unmatched.

And as much as we have entrepreneurs, we also have advocates who want to see the ethical use of AI. I think we'll see a rise in entrepreneurship. Houston is already building that ecosystem with the Ion and other entities coming into the fold.

As far as the mark Black Women in Artificial Intelligence will make in Houston, I think we'll bring a different perspective to the city's AI ecosystem. We'll make an impact on the entrepreneurial side, but also on the advocacy side when it comes to the responsible and ethical use of AI, which isn't always talked about.

IM: One of the biggest concerns surrounding AI is its potential to displace workers faster than people can acquire new skills. How should we be thinking about that?

AB: In full transparency, that's a tough question to answer because AI is moving so quickly. There are so many different models and so many different things happening that it can appear as though they're coming out of thin air.

For me, it's a matter of how we work with individuals so they can think more about the system than the model, because the models can retire. The impact this is going to have on communities globally is going to be an interesting dynamic. With the work we're doing at Black Women in Artificial Intelligence, this is our mitigation system: How can we bring individuals along so they can learn artificial intelligence and understand that there is a pivot—and it's not coming. It's happening right now, live.

How can we create an ecosystem where individuals get the training, support and understanding they need? For me, that's how we mitigate it: by creating a space where individuals can learn how to pivot.

IM: If readers take one thing away from this conversation, what do you want it to be?

AB: How important it is to be in the lab. It is important to start building today—not tomorrow, not next week, not next month. We have to be in the lab today. That's it.

This interview has been edited for brevity and clarity.

View All Listings