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The Home Office guidance says:
Example likely to meet innovative endorsement criteria
An applicant is part of a founding team spinning out a venture from a University
research programme commercialising a new engine efficiency technology. The
applicant can clearly articulate what the company’s R&D proposition looks like, can
demonstrate a strong case for how their technology is new to the market and
presents a clear route to commercialisation.
Example unlikely to meet the Innovation endorsement criterion
An applicant as a sole founder wants endorsement to set up an “EdTech” company
where the innovation proposition is based on an “artificial Intelligence” focused
platform that will teach a subject to under 18s. The applicant has no background in
AI and has no supporting team member with competence in this field. The applicant
can say what the product is that they want to ultimately sell but has no specific grasp
of how that would be achieved at a technical level and instead will outsource all the
technical development in delivering this innovation to a third-party company to build
the product on their behalf.