Securing a grant for your business can be a game-changer 💥—especially for us in healthcare, which in my opinion is always a mission-driven social venture. But applying for small business grants is an art and a strategy. Unlike loans, grants don’t need to be repaid, but they do require your time, focus, and storytelling skills.
Once I learned how to succinctly tell my story I became much more successful in wining grants and pitch competitions as well as growing the business. Storytelling is an endlessly powerful tool for your toolbox which you’ve already started honing.
It’s the same muscles you flex when you convince a client to change an ADL habit they’ve had for 50 years. You break it down to their level and use words that work for and motivate them while still achieving the end goal - a safer daily habit.
Let’s break down what kinds of grants are out there, how to write toward the funder’s goals (not just your own!), and how to work smarter—not harder—by repurposing content and scaling up your grant-seeking efforts 🚀.
Types of Small Business Grants
Not all grants are created equal, and knowing the differences can help you focus your energy in the right direction 🎯.
1. Non-Governmental Small Business Grants
These are offered by private foundations, corporations, and nonprofit organizations, and they often focus on economic empowerment, community support, entrepreneurship, and diversity and inclusion.
Common Examples:
Small Business Development Centers (local businesses)
Amber Grant for Women (women entrepreneurs)
IFundWomen Grants (pitch + crowdfunding model)
Galaxy of Stars (small grants with frequent chances to win)
Writing Style and Strategy:
- Plain language, high clarity: Think storytelling, not academic writing.
- Mission match: Your goal is to align your business purpose with the grantor’s values.
- Community impact: Emphasize how your business helps others, creates jobs, or fills a gap.
- Visuals welcome: Pitch decks, photos, or even short videos can sometimes be included.
These grantors want to know: Will this business use the funding to grow and make a difference? They aren’t asking for research protocols or market control studies—they want compelling, honest, purpose-driven answers.
2. Government-Led Project-Based Grants (SBIR/STTR)
These are more technical and research-oriented grants funded by U.S. government agencies like the National Institutes of Health (NIH) or National Science Foundation (NSF). The two major small business grant programs are:
- SBIR (Small Business Innovation Research): A U.S. government grant program that funds small businesses to conduct innovative research and development (R&D) with strong commercial potential. It supports early-stage technology development and helps bring cutting-edge solutions to market.
- STTR (Small Business Technology Transfer): Similar to SBIR, but it requires collaboration with a nonprofit research institution, such as a university or federal lab. The goal is to facilitate the transfer of technology and innovation from research institutions into the private sector.
Who They're For:
- Businesses developing innovative technologies, products, or scientific research applications.
- Often aligned with STEM, biotech, AI, or healthcare innovation.
- Both are highly competitive, research-focused, and funded by federal agencies like NIH, NSF, DoD, and others.
Writing Style and Strategy:
- Academic and technical tone: Requires citations, detailed methodologies, data analysis.
- Phased approach: Most include Phase I (feasibility study) and Phase II (full R&D effort).
- Extensive documentation: Budgets, Gantt charts, letters of support, biosketches.
These grants are less about telling a community-impact story and more about proving the technical viability and scientific merit of your idea, so data is key.
3. Pitch Competitions
Pitch competitions are a unique blend of grant funding, public speaking, and entrepreneurial flair. These events allow business owners to present their ideas live (or virtually) to a panel of judges—and if you win, you walk away with funding, resources, or both.
Common Examples:
- 1 Million Cups (great place to start , for networking & feedback)
- Dolphin Tank (live, pitch competitions for women-led businesses in 42 cities)
- Local and university-hosted “Shark Tank”-style events (check with your SBDC)
- Black Ambition Prize (black & brown founders - I was a 2024 winner & happy to give tips!)
- Entrepreneurship World Cup (one of the largest, most diverse pitch competitions)
How They Work:
- You apply to participate, often by submitting a short application or video pitch.
- If selected, you present your business live—typically in 3 to 5 minutes—followed by a brief Q&A.
- Prizes range from cash grants to mentorship, media exposure, or incubator access.
Pitching Strategy:
- Focus on clarity, charisma, and confidence.
- Be ready to explain the problem, your solution, and your market quickly.
- Highlight your business model, traction, and why now is the time to invest in your business.
For the remainder of this article we are going to focus on small business grants and pitches. We’ll dive deep into help for SBIR and STTR grant writing in future articles.
Writing to the Grantor’s Goals
Think of a grant application like a tailored conversation 🎯. It’s not just about your business—it’s about how your business aligns with the funder’s mission.
1. Do a Deep Dive on the Funder
- Read their mission, funding priorities, and past awardees.
- Look at their language. If they say “economic empowerment” or “underserved populations,” echo those values where appropriate.
2. Address the “Why You?” Question
Frame your application around:
- The problem you solve
- Who benefits from your work
- Why now is the right time
- How this grant will make an impact
3. Keep It Human and Outcome-Focused
Unlike NIH or NSF grants (which are heavy on research protocols, citations, and academic writing), small business grants want clear, concise writing. Be direct, show your heart, and back it up with your numbers.
Save, Repurpose, Repeat: Your Grant Writing System
Writing every grant from scratch? Nope. You can (and should!) create a system for this.
1. Create a Grant Content Library
Use tools like:
- ChatGPT: Start a custom project here with your business info, mission, and past application answers. Then, ask for help customizing answers to a new grant's criteria.
- NotebookLM (Google’s AI tool): Upload your documents (business plan, pitch deck, prior applications), and let the tool help you search and pull content when writing a new grant.
2. Save Answers to Common Questions
Examples:
- “Describe your business and mission.”
- “How will you use the grant funds?”
- “What impact will this project have on your community?”
- “Tell us about your leadership team.”
Start Local, Then Scale National
1. Local Grants: Great to Get Started
- City and county business development offices often have small-scale grants.
- Community foundations may offer microgrants for startups or health initiatives.
- Local grants = less competition, more feedback, and networking opportunities.
2. National Grants: Competitive but Worth It
Once you’ve got your materials and pitch honed, apply to national opportunities. These often have larger award amounts but require tight writing, well-defined impact metrics, and more time to craft a winning application.
They are excellent for growing your network, increasing your brand awareness and accessing high quality resources that can help you grow.
Final Thoughts
You don’t need a PhD or a full-time grant writer to win small business grants—you just need a strategy, some strong storytelling, and a little tech help. Start small, build your application library, and speak directly to what the funder wants to accomplish.