WHO IS JONATHAN STROUD?

Jonathan Stroud is a highly skilled business consultant with a focus on paid acquisition, sales funnels, and direct response marketing.

Jonathan's expertise is in paid acquisition, including the use of Meta Ads and TikTok Ads.

He has a deep understanding of how to drive strong returns on investment (ROI) for his clients, and has helped hundreds of entrepreneurs increase their profitability and make a meaningful impact in their communities.

More About Jonathan

In addition to his skills in paid acquisition and direct response marketing, Jonathan is also well-known for his ability to build highly effective sales funnels.

He has a keen eye for identifying opportunities for optimization and has helped hundreds of businesses streamline their sales processes and increase their overall revenue.

Jonathan's dedication to helping entrepreneurs succeed has earned him numerous accolades, including the prestigious 2 Comma Club Award from ClickFunnels. This award is given to only the top 1% of entrepreneurs who have achieved over $1 million in sales through a single sales funnel, and is a testament to Jonathan's expertise and success in the industry.

Jonathan's passion for helping others succeed, combined with his expertise and track record of success, make him a valuable asset to any business looking to grow and thrive.

Whether you're a small startup or a well-established company, Jonathan has the skills and experience to help you reach your goals and achieve long-term success.

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$1,000,000 Award For Group Ads Funnel

Awarded Paid Ads Facebook Group Sales Funnel That Generated Over $1,000,000+ in Sales Awarded by Clients & Community.

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PASSIONS

All things Space,


marketing,

sales funnels & paid ads.


Reading & learning

Growth mindset.

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3X NASA SOCIAL

Attended Multiple NASA Social to include:
Journey to Mars SLS Engine Test

ORBITAL ATK: ANTARES RETURN TO FLIGHT

NASA's Langley Research Center splashdown test of the Orion Crew Module.

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COPYWRITING

After college, was freelancee copywriter with USRA for NASA's SOFIA Telescope.

& had a space blog where interviewed Apollo 15 & STS Astronauts monetized through affiliate marketing & influencer strategies.

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Read Jonathan's Latest Blogs Here:

Title card reading Non-Dilutive Funding for Space Startups: A Founder Guide, Space Launch Agency

Non-Dilutive Funding for Space Startups: A Founder Guide

November 11, 2026

TL;DR: Non-dilutive funding gives space startups money or support without selling equity. The main sources are SBIR and STTR awards from agencies such as NASA, NSF and the Department of the Air Force, NASA flight-test support, ESA business incubation, and early customer contracts. Pick sources that match your technology and customers, and treat each award as a step toward revenue.

Key takeaways

  • Non-dilutive money does not cost equity, but it costs time, reporting and focus.
  • SBIR and STTR, run across federal agencies and coordinated by the SBA, are the core U.S. option.
  • Some support is not cash, such as flight testing, mentoring or incubation.
  • The best non-dilutive funding also proves a customer wants your technology.

What is non-dilutive funding for space startups?

Non-dilutive funding is capital or support you receive without giving up ownership. For a space startup it usually means government research awards, program funding, incubation support or paid contracts. It is different from venture capital or angel money, which buys equity.

For a full overview of every funding route, including angels and VC, see our space startup funding guide. This post focuses only on the non-dilutive side.

What are the main sources of non-dilutive funding?

Source What it offers Best fit
SBIR and STTR (U.S.) Phased R&D awards from participating federal agencies Technology with an agency mission or commercial need
NSF SBIR/STTR (America's Seed Fund) R&D awards that take no equity Deep tech with a broad commercial market
NASA SBIR/STTR Funding and non-monetary support tied to NASA needs Technology that helps NASA missions
Department of the Air Force (AFWERX and SpaceWERX) SBIR/STTR awards and follow-on programs Dual-use technology for the Air Force or Space Force
NASA Flight Opportunities Suborbital and hosted orbital testing with commercial providers Hardware that needs flight data
ESA Business Incubation Centres Incubation, coaching and equity-free funding Early European space startups
Grants.gov opportunities Federal funding opportunities for organizations Research-aligned projects
Customer contracts and pilots Revenue from a paying customer Products ready for a first user

Always check current eligibility, deadlines and amounts on each program's official page, because they change.

How do SBIR and STTR work?

SBIR and STTR are federal programs run by participating agencies and coordinated by the U.S. Small Business Administration. According to the SBIR.gov program basics tutorial, they run in phases: Phase I tests feasibility, Phase II funds further development and Phase III is commercialization without SBIR funds.

NASA describes its SBIR/STTR program as part of America's Seed Fund and says small businesses with fewer than 500 employees can receive funding and non-monetary support. The SBA coordinates NASA and 10 other participating federal agencies.

Agencies run their own solicitations and processes. For example, the NSF SBIR/STTR program says it takes zero equity and starts with a Project Pitch before a full proposal. For defense work, AFWERX explains its phases and follow-on programs on its Get Funded page, and our SpaceWERX SBIR guide covers the Space Force program.

Our guide to SBIR Phase 1 for space startups walks through the first award.

What non-cash support is available?

Not every useful program writes a check.

  • Flight testing. NASA's Flight Opportunities program supports suborbital and hosted orbital testing with commercial flight providers, which helps mature technology.
  • Incubation. ESA Business Incubation Centres list business coaching, legal and IP advice, networks, fundraising guidance and equity-free funding for product and IP development.
  • Mentoring and counseling. Many programs pair founders with advisors. Our guide to space startup accelerators covers how to choose one.

Flight data, test results and program credibility can make later sales and fundraising easier.

How do customer contracts count as non-dilutive funding?

Revenue is the best non-dilutive funding. A paid pilot, study or early contract funds development and proves demand at the same time. Government buyers can also use other paths. For example, the Department of War uses Other Transaction agreements for prototypes.

Before chasing awards, check that a buyer cares. Our customer validation guide covers how. For agency sales, see how to sell to NASA and how to sell to Space Force.

How do you stack non-dilutive funding without losing focus?

  1. Start from your roadmap. List the technical milestones you need to hit.
  2. Match each milestone to a source, such as an SBIR for feasibility or a flight test for data.
  3. Read each program's rules on overlapping funding. Keep scopes clearly separate and disclose other awards and pending proposals whenever a solicitation asks.
  4. Budget time for proposals and reporting. These take founder hours.
  5. Combine with equity when it makes sense. Many founders use non-dilutive awards to reduce risk before raising.
  6. Announce wins well. Our funding and contract announcement playbook shows how to turn an award into pipeline.

What mistakes should founders avoid?

  • Chasing every solicitation instead of the ones that fit.
  • Writing for reviewers only and ignoring the commercial path.
  • Missing registrations. Many federal awards require advance registration, so start early. Our guide to SAM.gov registration covers the usual federal step.
  • Underestimating reporting and compliance.
  • Treating awards as the business. Awards help you build; customers keep you alive.

For the bigger picture on positioning and demand, see the space marketing guide.

Frequently asked questions

What is non-dilutive funding for space startups?

Money or support you receive without giving up equity, such as SBIR and STTR awards, program funding, incubation support, flight testing and customer contracts.

What are the best sources of non-dilutive funding for space startups?

In the U.S., SBIR and STTR awards from agencies such as NASA, NSF and the Department of the Air Force, plus NASA Flight Opportunities. In Europe, ESA Business Incubation Centres. Customer contracts are another strong source.

Does SBIR funding take equity?

No. SBIR and STTR are non-dilutive. NSF, for example, says it takes zero equity.

Can you combine several non-dilutive awards?

Many founders do, with each award funding clearly separate work. Read each program's rules on overlap and disclose other awards when asked.

Is non-dilutive funding better than venture capital?

Not always. It preserves ownership but brings proposal time, reporting and restrictions. Many space startups combine non-dilutive awards with equity funding.

Want to work through this with other space founders?

Join Space Entrepreneurs, free. Space Entrepreneurs is the free Skool community I host for founders who are starting, marketing and growing space companies. Bring your questions, share what you are working on and learn from people building in the same industry.

Join Space Entrepreneurs free

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