The NABC Model – A Practical Tool for Startups

The NABC model is a simple yet powerful framework for developing and communicating ideas. Originally created at Stanford Research Institute (SRI), it offers a structured way to move from concept to clarity — making it easier to evaluate, explain, and pitch your innovation.

For startups, the NABC model is useful far beyond building a strong investor pitch. We use it at KI Innovations to help founders:

  • Assess the strength of an idea in its early stages.

  • Describe the value of an idea in writing and in speech.

  • Communicate clearly with investors, partners, and customers.

  • Align teams around a shared understanding of the opportunity.

At its core, the NABC model is built on four essential elements that define the value of any idea:

N — Need

Identify the need your product or service addresses.

  • Why does your innovation matter?

  • What problem are you solving, and for whom?

  • How big is this problem — and how urgent is the need?

A clear, well-defined need is the foundation of every strong business case.

A — Approach

Describe your unique approach to meeting that need.

  • How does your solution work?

  • What makes it different from existing alternatives?

  • How will you deliver, scale, and monetize it?

Even if others work in the same space, your distinct strategy and execution plan can set you apart.

B — Benefit

Explain the benefits and impact of your solution.

  • What measurable results will your customer or user see?

  • Does it save time, reduce cost, improve outcomes, or create new possibilities?

  • What are the emotional benefits (relief, confidence, empowerment)?

Paint a “before and after” picture — help others imagine life with and without your solution.

C — Competition / Alternatives

Define the competitive landscape.

  • Who else is trying to solve this problem?

  • What are their strengths and weaknesses?

  • Why should customers, investors, or partners choose you instead?

Every idea competes with something — even if it’s the status quo. Show that you understand your space.

How Startups Can Use the NABC Model

  • Idea Validation: Test early concepts and see if they hold up against all four elements.

  • Internal Alignment: Make sure your team speaks the same language about your startup’s value.

  • Pitching & Fundraising: Use NABC to structure clear, compelling investor presentations.

  • Partner & Customer Meetings: Communicate benefits and differentiation in a way that resonates.

  • Grant Applications & Reports: Provide systematic, concise answers to funders’ questions.

Pro Tip

Don’t think of NABC as a one-time exercise. Revisit it as your startup grows — your understanding of the need, your approach, the benefits, and the competitive landscape will evolve over time.