There are many  startup accelerator programmes available across the UK. Some are better than others, and for those that really add value, competition is fierce.

However, business accelerator schemes are proven to supercharge growth, with benefits for participants including senior-level mentoring, investment, and exposure to corporate partners.

Stuart Marks, CEO and founder of L Marks a corporate innovation specialist, answers the question what is a business incubator? And offers his top ten tips to startups thinking of applying.

Leading UK retailer John Lewis has partnered with L Marks to offer JLAB - a startup accelerator programme, now in its third year, designed to fast-track the growth of startups in the retail space.

1.       Research, research, research

Startup accelerator programmes vary significantly, and you need to be sure that the one you’re applying for is most closely suited to your needs. Applicants first need to ask themselves: How much investment are we looking for? Do we want an in-house mentoring programme?

What is the mission of the business accelerator and how is that aligned with our own? What type of corporate partner is attached to the accelerator, and how does that affect our company’s future plans? If, for example, you’re developing a retail product, then approach an accelerator that has a reputable retailer as that corporate partner.

2.       How are you disrupting the market?

Right at the beginning of your application, clearly explain the issue your product/idea solves. Who benefits, and why? Incorporate facts and figures as evidence if available, but keep it succinct - this should be just an introductory paragraph.

If a market is inefficient, explain how you'll make it better

3.       It’s time for your close-up

You’ve set the scene, now clearly explain what your product/solution does. Keep technical language to a minimum, and don’t waffle. Within the first two minutes of reading your application, we should understand what your solution is and its potential impact on the market.

4.       If you don’t have a competitive advantage, don’t compete

Startups today are inherently aiming to disrupt an industry. Look at your own offer and identify how it compares to your competitors’. What gives you your unique ‘edge’? Tell us the advantages of your approach, relative to others on the market.

5.       Show a true view

When assessing the value and potential growth of your company, offer clear and realistic expectations. We’re looking to work with pragmatic companies who build on successes to have a lasting future, rather than those offering a rose-tinted ‘best case’ scenario.

6.       It’s also about you

Know what you want from an accelerator. This is where your research will come into play. Demonstrate an understanding of what the programme is offering, and clearly define your expectations of the experience. It’s important to show a clear idea of what you hope to benefit from the accelerator, and how it in turn could benefit from your participation.

7.       Create a halo effect

A compelling application has compelling evidence. Have you had strong customer feedback? Share it with us. Let us know about your revenue forecasts, client engagement plans or pipeline, but make sure there are facts which back up and justify your proposition.

Your business is going places - show them how

8.       Reap what you sow

Remember that you get out what you put in. Being engaged with the wider business (and/or corporate partner), and networking/socialising can get you further than you may imagine.

The people who are sponsoring you on the programme will be listening to others in the business, and if they're getting positive reports and feedback, it all adds to the support you need to progress. Go into your pitch with the right attitude from the beginning, and you’ll build a more compelling case for your application.

9.       Test and learn

Get a third party to honestly review your application - ideally they have little or no knowledge of your product beforehand. This will be a good test of how clearly and concisely you’ve presented your proposal.

10.   When D-Day arrives

If you’re pitching face-to-face, make sure you’ve rehearsed thoroughly beforehand. Practice in the mirror or on video, and have a back up in the team for unexpected emergencies.

Always keep within the time limit and make sure your most important point isn’t right at the end; you won’t be the only ones pitching, and the people running the day won’t hesitate to cut you off if you go over.

Practise all potential answers and make sure the whole team is briefed and rehearsed. Don’t rely on one person to handle all the questions - you will be assessed as a team. If the programme offers pitching support before you go in, take up the opportunity – you never know what useful information you might be able to pick up.

When presenting to a startup accelerator, keep your slides simple, and ensure your demonstrations aren’t reliant on technology that can fail!