Being an EIC coach: what the programme does, who the coaches are and how to join
- ›The EIC Coaching Programme pairs innovators with independent business coaches to improve strategy, market entry and investor readiness.
- ›Coaches report mutual learning with startups and say the programme helps founders avoid mistakes, broaden markets and sharpen leadership.
- ›EIC beneficiaries receive funded coaching days and choose coaches from a rotating pool selected through a Call for expression of interest.
- ›Becoming a coach requires proven early stage business development, entrepreneurial or investment experience and registration on the EU portal.
- ›Practical details include a multi-step matching process, coach remuneration of EUR 1 000 per day and quality checks based on coachee feedback.
Being an EIC coach: what the programme does, who the coaches are and how to join
The European Innovation Council offers a structured coaching service as part of its Business Acceleration Services. Independent experts are matched with EIC-funded teams and applicants to help avoid common strategic mistakes, accelerate go-to-market steps and improve investor readiness. Coaches bring practical industry experience and networks. The role is presented as both advisory and developmental rather than purely consultative.
What EIC coaches do and why the programme exists
EIC coaches are independent business professionals with entrepreneurial or investment backgrounds. Their remit is to challenge assumptions, help founders and research teams clarify objectives, and guide them on strategy, business models, team composition, international expansion and fundraising. The EIC frames coaching as a way to reduce the high failure rate associated with poor strategy and leadership and to speed up market entry.
Coaching is intended to be interactive and developmental. Unlike consultants who typically deliver requested analyses or outputs, coaches are expected to question aspirations, test assumptions and enable founders to learn approaches for solving complex business challenges. The service is underpinned by confidentiality obligations and a Code of Conduct.
Voices from coaches: practical experiences and common themes
Several coaches who work with the EIC describe the experience as mutually enriching. They emphasise practical outcomes such as clearer strategy, faster market entry and access to industry contacts. Coaches report ongoing relationships with coachees that extend beyond single engagements.
Angela Stathi — deep tech advisory and critical assessment
Angela Stathi works as a deep tech advisor and coach assessing business models, value propositions, team make-up and international plans. She highlights the importance of constructive challenge, active listening and clear objectives. Her description stresses ethical deployment of emerging technologies and the combination of practical feedback with openness to new insights.
Kaija Pöysti — entrepreneurship, team building and KPIs
Kaija Pöysti, an entrepreneur and angel investor, supports startups on team building, business models, go-to-market strategy and KPI definition. She values the EIC process that lets SMEs meet several coaches before choosing a fit. Kaija frames coaching as a two-way street and recommends it to SMEs where founders often lack a confidential, experienced sounding board.
Martin Theyer — learning from deep tech founders
Martin Theyer, managing partner at PKF, calls coaching fulfilling and notes the creativity and determination of deep tech founders. He underlines that coaches also learn from the startups and that the collaborative environment of the EIC enhances both learning and impact.
Volker Hirsch — personalised coaching and reported fundraising outcomes
Volker Hirsch, a technology entrepreneur and investor, emphasises a flexible approach that starts by asking founders what they want to achieve. He reports coaching a diverse set of companies across Europe in areas such as robotics, AI, medical imaging and animal-free dairy. Volker notes that startups he coached under EIC programmes have gone on to raise over €100 million in funding. That figure is presented as his report and is not an independent audit of the programme's aggregate impact.
Who can access coaching and how much support is available
| Beneficiary category | Coaching days allocated | Typical focus |
| EIC Pathfinder, Transition and Accelerator beneficiaries | Up to 12 days | Strategy, go-to-market, investor readiness, leadership |
| EIC Accelerator applicants (applicants in 2nd stage), Women Leadership Programme, WomenTech EU and Seal of Excellence recipients | Up to 3 days | Value proposition, investor pitch, addressing barriers to growth |
Exact entitlements differ by participant type. The coaching days are provided free of charge to eligible teams and are intended to be used flexibly, in sessions from one to eight hours, depending on needs. The EIC encourages an international perspective and suggests coachees consider selecting a coach from another country to broaden market insight.
How the matching and delivery process works
The programme uses an online coach search and selection process. Beneficiaries can shortlist multiple coaches, who are invited to confirm availability. Coachees can hold a short 'chemistry' call and then select a coach. Once the coach produces a coaching plan it is submitted for approval and the EISMEA team formalises the contract. The EIC handles administrative and payment arrangements so innovators can focus on the coaching itself.
Operational details found in EIC guidance note that coaches are expected to respond quickly to availability requests and that second stage applicants will receive remote coaching. Coachees cannot use coaching assignments for proposal writing or other prohibited consultancy tasks. If problems arise during coaching, EISMEA provides a contact channel for support.
Becoming an EIC coach: requirements and application
The EIC recruits coaches through a Call for expression of interest. Applicants submit industry and market experience, an executive summary with keywords and a CV in English. Registration as an expert on the EU Funding & Tenders Portal is required. Inclusion in the selectable pool is not automatic. The EIC evaluates candidates for demand fit, the need for rotation to refresh the pool, and the coach track record and impact as rated by coachees.
| Selection factor | What the EIC looks for |
| Professional experience | At least five years in entrepreneurship, early stage business development, investment, board advisory or senior management in SMEs |
| Practical skills | Value proposition development, go-to-market, finance and investment readiness, people and organisational development, partnerships |
| Personal qualities | Trust building, curiosity, analytical challenge, facilitation skills and independence |
| Formalities | Registration on Funding & Tenders Portal and submission via the EIC coach platform |
The Call document lists a range of essential skills including the ability to build trust, to be empathetic and credible, to question rather than simply advise, and to demonstrate a relevant international network. Applicants are not expected to tick every box and diversity in the coach pool is encouraged.
Conflicts, exclusions and quality assurance
The Call sets out exclusion criteria aligned with standard EU contracting rules. Coaches must declare that they are not in exclusionary situations such as bankruptcy, serious criminal or professional misconduct, or fraud. Coaches who are registered as EIC proposal evaluators may not take coaching contracts to avoid conflicts of interest. The EIC collects feedback from coachees and can remove coaches from the pool if performance or professional behaviour does not meet standards.
How this fits into the wider EU innovation ecosystem
The EIC Coaching Programme sits within the EIC's Business Acceleration Services and is intended to complement grant funding and investor engagement. In Europe's fragmented innovation landscape, access to experienced coaches who can open sector contacts and question strategy is a practical support mechanism for early stage ventures. Coaches can help teams convert research into commercial propositions and prepare for subsequent private financing.
That said, coaching is not a magic bullet. Fundraising and scaling combine many factors including market timing, product-market fit, team execution and broader financing conditions. Claims that coached startups have raised substantial sums should be read as coach-reported outcomes and evaluated alongside independent programme metrics.
Practical next steps and contacts
If you are an eligible EIC beneficiary and want a coach, search the EIC Coaching Dashboard through your beneficiary resources or follow instructions sent by the EIC for applicants in the second stage of Accelerator applications. If you are a Seal of Excellence holder or part of Women Leadership or WomenTech programmes, contact EISMEA-COACHING@ec.europa.eu to initiate the process since coach matching is not fully automated for those categories.
For general enquiries about the programme use the EIC Community contact page and reference 'EIC Coaching Programme' or email the EISMEA coaching mailbox. The EIC publishes a Handbook on Business Coaching with operational guidance for coachees and coaches.
Closing note
Coaching under the EIC is designed as a hands-on, experience-driven support to improve strategic decision making and investor readiness. Coaches interviewed for the programme describe it as rewarding and educational on both sides. The programme's structure, payment rules and quality controls reflect an attempt to professionalise coaching within an EU funding context. Innovators and potential coaches should weigh the practical benefits against their specific needs and expectations and treat reported impact figures as indicative rather than definitive without independent evaluation.