1. Open every commercial section with the market problem and its cost — quantify in euros or dollars and name specific types of companies that face it
2. Use bottom-up market sizing: estimate the number of companies in your specific ICP, realistic adoption rate, and ARPU — this is more credible than citing a top-down industry figure
3. Secure at least one piece of early market validation evidence before submitting: a signed LOI, a strategic partner letter, or a documented pilot agreement transforms your commercial section from projected to evidenced
4. For the Step 3 jury interview, prepare a 10-minute pitch that leads with commercial opportunity and traction — practice answering "why you?" with direct confidence, not hedged qualifications