Start Ups Struggle to Describe this in SBIR grants - Here's how to avoid this!

I actually come across a lot of startups that don't really do a great job describing why their innovation is innovative, and this makes it very challenging for SBI reviewers to understand the technology's value proposition and how it could stand out against competitors in the commercial markets. So when I see this reviewer critique on rejected applications, most of the time this is just due to poor positioning of the argument. It could likely be misunderstanding, or the PI just didn't pitch the technology too well. There's a couple of things you guys can do to convince the reviewers that your technology is is actually innovative. First of all, you can explain the competitive landscape. To do so, identify the top 3 to 5 competitors in your current area. Explain how they're solving the problem, mention their downfalls, and then emphasize why your innovation would deliver an improvement. Another way is you could state the unique value propositions and then list all the key innovative features of your technologies in your SBIR application.