How Entrepreneurs Can Successfully Apply For Small Business Grants

Forbes

2 days ago

How Entrepreneurs Can Successfully Apply For Small Business Grants
One of the early-stage questions many entrepreneurs ask when launching a business is, 'how do I get money to start a small business?' While funding options include self-financing, loans, crowdfunding, and venture capital, women, especially women of color, continue to face challenges in securing early-stage capital, despite being among the fastest-growing segments of entrepreneurship in the U.S.
Grants have become a key solution, offering a much-needed alternative to traditional funding pathways. They do not require repayment, equity surrender, or long-term debt commitments. Yet because of high competition and limited experience in the grant space, many entrepreneurs still wonder: How do I actually win a grant?
To help simplify the process, I spoke with Kat Weaver, founder of PowerToPitch, who has personally won 24 grants (including 22 out of 23 applications for her first company) and helped other founders secure funding. Her insights offer a practical roadmap for women entrepreneurs eager to stand out.
Before exploring strategies for a successful application, it is essential to recognize that securing a small business grant is competitive, yet not impossible. According to Weaver, most applicants fail not because their ideas are weak, but because of how they present them. 'The biggest mistake I see is an unclear use of grant funds,' Weaver explains. 'If the first-place prize hits your bank account tomorrow, what exactly are you spending it on? Down to the dollar.'
She explains that vague or generic descriptions of how funds will be used, ignoring specific grant instructions, and writing around questions instead of answering them directly are the most common reasons for rejection. Grant reviewers are looking for clarity, accountability, and purpose. If you can not precisely explain how you will use the money, how it will help you grow, and what impact it will have, your application is likely to be overlooked.
Unlike loans, grants often come with more than just money. Many also offer mentorship, media exposure, and networking opportunities. Grant committees want to know that they are supporting entrepreneurs who will not only grow but also demonstrate how their grant will positively impact them.
Weaver says the first way to stand out is to use the grantor's language. This means studying the application and the organization's website. If they ask about 'challenges,' your response should echo that same language. She calls it mirroring their rubric.
The second is to tell a compelling story. Grantors are not investors; they care about the founder just as much, if not more, than the business. You should explain what motivates you and why your business matters in a way that builds emotional connection.
Third, follow the instructions. If the grant asks about your competitors and you only talk about how great your company is, that is a red flag. Grant reviewers want to see that you read and responded to what they actually asked.
Weaver emphasizes the importance of precision and discipline. For example, FedEx receives over 10,000 applications annually. If they ask for a 60-second video and yours is 61 seconds, they may disqualify it without review.
When telling your story, she advises choosing one clear inflection point in your journey, something personal and relevant to the problem you are solving. Then, connect that moment to your business solution. Avoid assuming that your audience shares your experience. Instead, convey your purpose with clarity and emotion, not generalizations. For example, instead of saying 'everyone knows someone with cancer,' explain your specific connection to the issue in a way that builds empathy.
The biggest mindset shift, according to Weaver, is reframing your application from what you want to what the grantor wants. 'It's not about you. It's about the grantor,' she says. Ask yourself what they are trying to achieve (public relations value, brand alignment, or tax credits), and reflect those goals in your narrative.
She recalls winning a FedEx grant by highlighting the critical role shipping played in her business. FedEx later built a whole PR campaign around her story. 'I helped them tell a story that made them look good, too,' she says.
Whether it's a pitch competition or a grant, aligning your message with the organization's objectives can provide you with a competitive edge. This is something Latasha Randle, Strategy and Small Business Program Manager at Block Advisors, mentioned during our conversation about the Fund Her Future Grant, which was created in response to significant disparities identified in small business funding.
Beyond story and alignment, reinforcing your case with credible industry data is key. Including recent statistics that support the scale or urgency of the problem you are addressing can add legitimacy to your application. Weaver encourages founders to use data that illustrates consequences, for example, revenue lost, communities underserved, or market gaps that your business will fill.
She notes that citing outdated figures is a common misstep. 'If your data is from 1973, no one's going to believe you.' The data needs to be relevant to the problem you are solving or the solution you are bringing in. The strongest applications pair a founder's personal passion with compelling proof that the problem is real, current, and financially or socially significant.
For entrepreneurs (especially those navigating funding gaps from the outset), grants could be more than financial aid; they are validation, visibility, and momentum. With clarity, intention and a strategic approach, you can prepare an application that stands out to increase chances of winning and secure funding.