TechConnect Magazine Fall 2023 Edition: The Startup Ecosystem

THE

STARTUP ECOSYSTEM FA L L 20 23

ISSUE

INSIDE STORY | PAGE 13

World is Watching: Arizona grows into global destination for business

Arizona: Where innovators turn for what’s next.

Something big, bold and exciting is happening in the Grand Canyon state. Cutting-edge companies are launching, testing and scaling new technologies in Arizona. Our culture of innovation, highly skilled talent pool, lean regulatory environment, and affordable operating costs provide the perfect platform for business growth and success. Beyond being a place where you can achieve your professional goals, Arizona also provides a lifestyle that allows you to achieve your personal goals. With year-round sunshine, endless outdoor activities, and a positive outlook, TechConnect | FALL 2023 | B

we play as hard as we work. It’s this perfect balance that makes life better here.

azcommerce.com

THE

STARTUP ECOSYSTEM ISSUE

IN THIS ISSUE

01 02

Start Here

03

To Another Level

05 07

Building a Bridge

09

Publisher’s Letter

Investment in the Future Flinn Foundation helps position startups for success

It’s all about growth for Arizona’s incubators

Programs drive innovation to link entrepreneurship with impact

From Incubation to Innovation

A 20-year legacy of supporting startups that fuel Arizona’s economy

Turning on the Spotlight Focus is on ‘transforming discoveries into solutions’

FALL 2023

10

Genuine Interest in AI

11 13

Making a Mark

Students embrace marketability of artificial intelligence

PUBLISHERS Sandra Watson Steven G. Zylstra EDITOR Don Rodriguez

Top 3 marketing priorities for B2B technology startups

EXECUTIVE EDITORIAL DIRECTOR Alyssa Tufts

World is Watching

MAGAZINE DESIGNED BY:

15

Revolutionary Idea

CREATIVE DIRECTOR Maddie Santiago

16

Common Thread

Arizona grows into global destination for business

1st dual-chamber, leadless pacemaker successfully implanted in HonorHealth patients

ID of factors causing resistance to multiple myeloma T cell therapies

EMAIL techconnect@aztechcouncil.org For queries or customer service, call 602-343-8324 View more of TechConnect: aztechcouncil.org/techconnect TechConnect is published by the Arizona Technology Council, 2800 N. Central Ave. #1530, Phoenix, AZ 85004 Entire contents copyright 2023, Arizona Technology Council.

Reproduction in whole or in part without permission is prohibited.

Products named in these page pages are trade names or trademarks of their respective companies. Publication of TechConnect is supported by the Arizona Commerce Authority.

P ubl is her ’s Let t er

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THE STARTUP ECOSYSTEM ISSUE

START HERE

“Where do we start?”

It’s a question that often has signaled the beginning of taking on a huge task.

It turns out many in the technology community have been answering it with one word: Arizona. The state’s tech startup ecosystem has become a draw for those with the seed of an innovative idea that they believe can make an impact.

Take Qwick, a staffing-as-a-service platform that matches hospitality workers with shifts at places such as restaurants, catering companies and even stadiums. This Arizona Technology Council member based in Phoenix recently was named winner of the software category in Phoenix Business Journal’s second annual AZ Inno Fire Awards that recognized the state’s fastest-growing, most innovative and impactful startups and their founders.

The action here also has contributed to Arizona catching the attention of investors. A record $1.9 billion was invested in 2021 by startups in the state, according to the Arizona Commerce Authority (ACA), the Council’s publishing partner of TechConnect.

The ACA is very much in tune with technology startups by lending a hand to the ecosystem’s growth. Its Arizona Innovation Challenge, one of the largest business plan competitions in the country, is designed to advance innovation and technology commercialization opportunities by helping early-stage ventures scale.

All winners also get a boost to the next level by participating in the ACA’s Venture Ready Accelerator Program, which helps startups refine their business plans, improve go-tomarket execution strategies and increase investor readiness.

Awardees partner with an entrepreneur-in-residence

Steven G. Zylstra is president and CEO of the Arizona Technology Council and SciTech Institute. who provides coaching to focus on key business objectives designed to commercialize innovations.

Our thriving startup ecosystem indeed represents the future of Arizona’s technology landscape, which is a reason the Council also has played a part. We recently were honored with the I-Squared Ecosystem Impact Award from Tech Launch Arizona at The University of Arizona (UArizona). This award is reserved for a person or entity outside UArizona whose contributions have generated maximum success for university inventions and startups over the past year, as well as over an extended period of time.

In fact, the Council has an interest in what universities across the state have been doing to move innovations to market. You can find out more about their programs and others in the pages that follow. The universities were key to Arizona ranking in the top nine tech talent pipelines by Business Facilities’ State Rankings last year.

Where is the ecosystem headed? If what is happening in just the Valley of the Sun spreads statewide, we should expect to go far. StartupBlink, the startup ecosystem map and research center, named Phoenix the 18th best startup ecosystem in the nation, 21st in North America and 50th in the world (up two spots from 2022).

Any more questions?

INVESTMENT IN THE FUTURE

It’s not always enough to predict success.

Sometimes an investment in the future also is needed.

For members of the bioscience community, the Flinn Foundation has served as a guiding light toward a brighter future. By commissioning the long-term strategic plan called Arizona’s Bioscience Roadmap, the foundation established the goal for the state to become globally competitive and a national leader in select areas of the biosciences by 2025.

That would be enough for most organizations. But the foundation took things to a higher level.

To help early-stage firms have a seat at the table, the Flinn Foundation Bioscience Entrepreneurship Program was established in 2014. Since the inception of the program, the foundation has competitively selected 60 Arizona companies and provided $1.78 million in funding support.

Six Arizona bioscience startups have been named for the 2023 program, including two companies each from Phoenix, Scottsdale and Tucson. Each receives $30,000 in funding, a personalized learning plan to help them advance to commercialization and become investor-ready with support services facilitated by the Arizona Bioindustry Association, and invitations to exclusive gatherings of Arizona bioscience and policy leaders as well as convenings with fellow entrepreneurs.

“These companies are developing cutting-edge diagnostics and treatments—for someone suffering from cancer to social isolation—which are critical to our physical and mental health,” said Tammy McLeod, Flinn Foundation president and CEO. “A record 48 firms applied for our program this year—a testament to Arizona’s vibrant bioscience startup culture.”

The six firms were selected following a two-stage review process, including virtual interviews with more than a dozen finalists.

The 2023 program participants, their cities and their creations include: • Delta Development Team (Tucson) – Developer of refrigeration systems for military applications so medical-care teams can take it with them no matter where their skills are needed.

• EMR Data Cloud (Scottsdale) – Platform for clinical genetic testing with electronic medical record integration. Users can order genomic panels and other laboratory tests with just a few clicks.

• Reference Medicine (Phoenix) – A one-stop shop for oncology biospecimens, enabling researchers to easily get specimens they need—at half the cost—to build cancer diagnostics.

• Televeda (Phoenix) – A mental-health platform used by public-health and community-based organizations to combat social isolation for vulnerable populations.

• TheraCea Pharma (Tucson) – Creator of a set of diagnostic agents that allow oncologists and pharmaceutical companies to select the right segment of patients who will be responsive to specific immunotherapy drugs.

• The Patient Company (Scottsdale) – Developer of SimPull™, a device that a single clinical staff member can operate for a lateral patient transfer—moving a patient from one flat surface to another—allowing for safe, efficient and effective transfer while decreasing the time needed.

Expect more innovations to come from future program participants. The application period for the 2024 cohort runs Dec. 11 through Jan. 29.

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Flinn Foundation helps position startups for success

TO ANOTHER LEVEL It’s all about growth for Arizona’s incubators It’s one thing to have the idea for the next great thing. But how does someone get it ready to the point others also think it’s great and want it in their lives?

Fortunately, Arizona has places where individuals and teams can feel safe and supported to get that idea to grow. Just like incubators for newborns.

Except these incubators help transform thoughts into startups ready for the marketplace. For some members of the technology community, such support has meant the difference between success and faded dreams.

Here is a sample of Arizona incubators and how they operate.

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AZ TechCelerator Hosted by the city of Surprise, AZ TechCelerator focuses on technological innovation and entrepreneurship. The fourbuilding campus totaling nearly 60,000 square feet was created to provide the space and tools to grow a business.

Its Innovation Center programs are designed to accommodate growth by providing mentors, training and a resources customtailored for an entrepreneurship venture. Success is cultivated through community, collaboration and coaching from reputable business professionals.

Don’t need office space for daily operations? AZ TechCelerator’s affiliate memberships provide amenities such as a business address, conference rooms, community meetings, educational workshops and more. Acceleration space is designed to help startups expand at their own pace.

AZ TechCelerator even offers webinars on YouTube to help navigate today’s business environment. The webinars are designed to help manage an organization while engaging with consumers on the most widely downloaded social media platforms.

Center for Entrepreneurial Innovation This collaboration between GateWay Community College and the Maricopa County Community College District was launched to provide incubation space for bioscience entrepreneurs in Phoenix. As important, the Center for Entrepreneurial Innovation has been a place for innovators to learn, grow and refine their ideas without ever losing sight of the big picture: to get lifechanging products to market.

Ten years later, the center now offers offices, labs, and ongoing support for high-growth startups in Phoenix that specialize in tech, medical devices, and bioscience with advisors and subject matter experts who help innovators find their product-market fit and break into highly competitive industries.

Along the way, the center grew beyond the GateWay campus to open CEI LabForce in downtown Phoenix, giving it the capacity to support even more entrepreneurs and businesses

Moonshot

AZ Disruptors invests in companies that are in three stages of life: early-stage startup, product and early customer success, and proven record, ready for scale. Early-stage companies have done significant market research and prototyping or early versions of a product with months (or years) of work to get the company off the ground but may not have any paying customers at this stage.

Based at its campus in Flagstaff, Moonshot helps entrepreneurs start and scale companies no matter where they live. Further, the incubator targets founders who wish to not only better the lives of their own families but those within their community as well.

The target for AZ Disruptors is to fund up to 20 early-stage companies per year with a typical investment of $25,000 each.

Proof for its mantra comes from Moonshot’s annual competition AZ Pioneer Pitch Competition State-wide Tour. Picture Shark Tank taking its act on the road, especially with stops in rural Arizona.

The 2022-2023 version made 10 stops before a winner was selected in late July in Flagstaff.

One of the newest incubators is a joint effort of the city of Chandler and The J. Orin Edson Entrepreneurship + Innovation Institute at Arizona State University. The incubator is focused on advancing the development of early-stage and growthstage ventures by providing access to highly tailored support, resources, and igniting innovation.

Moonshot Pioneer is the name of its series of online and inperson educational programs. Taking it further is the Moonshot Pioneer Academy, a two-track program that in a total of 21 weeks guides new founders and serial entrepreneurs through the entire business lifecycle.

AZ Disruptors With a geographical focus on Arizona, AZ Disruptors invests in companies that want to make the world a better place. More specifically, that means companies in a tech space such as software, hardware or biotech, and have the intent to solve a problem in areas such as environment, medicine or education.

Chandler Endeavor Venture Innovation Incubator

Based at the ASU Chandler Innovation Center in downtown Chandler, this free program offers six-month cohort tracks with customized strategy development, monthly topic-driven workshops, access to prototyping equipment, and dedicated office space for clients.

Services also include a physical hub for founders, free coworking, the opportunity to apply for dedicated office spaces, a community platform to access resources and track a venture’s journey, as well as funding opportunities and rewards to provide motivation and accountability.

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with such services as entrepreneurial programming, workforce development training, and virtual and in-person events.

Also offered on the site are comprehensive laboratory technician courses.

BY HANNAH WEISMAN

BUILDING A BRIDGE Programs drive innovation to link entrepreneurship with impact

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Arizona State University is playing a pivotal role in securing Arizona’s standing as the ideal setting for fast-growing, high-tech industries.

ASU faculty and students with opportunities to earn support for their ASU-based spinout companies. Zachary Holman, the vice dean of research and innovation in the Fulton Schools, says success comes from elevating the community.

“We take responsibility for our place and for the communities that we serve,” Holman says.

Home to the Ira A. Fulton Schools of Engineering, the nation’s largest and most comprehensive engineering school, ASU is producing an increasing number of skilled and talented graduates who can help support the state’s growth in key sectors like manufacturing, clean energy and environmental engineering.

“Opportunities like the NEI Venture Challenge and STC Entrepreneurial Fellowships are giving faculty and students the resources and training to change the world.”

The university has also been focusing on expanding entrepreneurial opportunities for faculty and students to advance relevant industries in the state. By cultivating entrepreneurial talent and connecting venture developers with the facilities to advance their work, Arizona can enjoy more job opportunities and rise to the forefront of technological innovation.

The NEI Venture Challenge, hosted by the J. Orin Edson Entrepreneurship + Innovation Institute, gives ASU faculty the chance to compete to win seed funding based on their startups’ technology readiness level, industry relevance and community impact.

The New Economy Initiative (NEI) Venture Challenge and the Science and Technology Center Entrepreneurial Fellowship program are two programs launched in recent years to provide

For students, the STC Entrepreneurial Fellowship program is a channel for burgeoning founders to earn support as they advance their startups’ technology readiness level and work in Science and Technology Centers (STCs), ASU’s collaborative hubs for research development and industry collaboration

Pu Han—an STC entrepreneurial fellow; a postdoctoral research scholar in the School of Manufacturing Systems and Networks, part of the Fulton Schools; and cofounder of Radiate 3D—is optimizing the polymer small-batch production industry. The company provides a 3D printing technology that optimizes the supply chain logistics of injection molding for the $10 billion polymer small-batch production industry.

Radiate 3D’s technology has the potential to drastically improve accessibility to prototyping and production tools for entrepreneurs, engineers and product designers to advance their work. The company plans to extend into developing and licensing intellectual property to establish itself as a leader in the Arizona-based advanced manufacturing ecosystem.

Needs-based innovation Paul Westerhoff, an ASU regents professor in the School of Sustainable Engineering and the Built Environment, is the chief technology officer and co-founder of H2Optic Insights. He and Kelly Westerhoff, the company’s president, won Venture Challenge seed funding for their development in fiber optics.

The technology involves fiber optic cables that emit UV light along its entire length, which kills biofilm that grows in narrow spaces such as home water or medical tubing and can be woven into meshes of many fibers to coat surfaces where biofilms can grow.

Photographer: Erika Gronek/ASU

in areas like energy and advanced materials, manufacturing, human performance, extreme environments and advanced communications.

Michael Kozicki’s company Densec ID became a Venture Challenge winner for advancement in manufacturing processes.

Kozicki is a professor of electrical engineering in the School of Electrical, Computer and Energy Engineering, part of the Fulton Schools. His team created a stamping method that makes a unique mark on items during their manufacturing, ultimately “fingerprinting” them to prevent fraud and simplify authentication.

“There’s so much opportunity available here,” Kozicki says. “Between the freedom of thought and astonishing resources, if you can’t be entrepreneurial here, you can’t be entrepreneurial anywhere.”

Building new futures In addition to seed funding for tech startups, ASU is also cultivating new prospects to advance manufacturing opportunities for future innovators.

“Aspiring entrepreneurs must understand the true need behind their product, not just how their approach meets something,” Westerhoff says. “In the United States, over 13,000 people die yearly because of microbes in medical catheters. In many applications, we saw that adding chemicals sometimes made things worse, so we adapted to use UV light as a non-chemical approach, focusing on innovations around light emitting diodes.”

Nicole Ray, an assistant research scientist in the ASU School of Molecular Sciences and founder of Rayn Innovations, is an STC entrepreneurial fellow focusing on sustainable practices by developing thin solar power-converting films for communication devices.

Throughout her journey to advance her product’s technology readiness level, Ray has enjoyed moving out of her comfort zone.

“The one great thing I love about being an entrepreneur is learning fields other than the very niche work I studied in school,” Ray says. “Entrepreneurs tend to wear a lot of hats.

They never stop learning and they don’t just take no for an answer; they pivot their technology and learn to communicate.”

Investing in local talent and fostering entrepreneurial activity catalyzes economic growth. ASU will continue to promote entrepreneurship from within to develop solutions and secure Arizona’s spot as a center for technological innovation.

Hannah Weisman is a science writer at the Ira A. Fulton Schools of Engineering at Arizona State University.

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Graduate student Ken Niimi measures light emitting from patented germicidal optical fibers developed

by ASU spinout H2Optic Insights.

The technology is being studied on the International Space Station and emerged from workshops and collaborations between NASA and the Nanotechnology Enabled Water Treatment Center, where Westerhoff is the deputy director. He credits the company’s success to its fundamental understanding of its customers’ needs.

BY JILLIAN SOMMERS

FROM INCUBATION TO INNOVATION A 20-year legacy of supporting startups that fuel Arizona’s economy

For two decades, the University of Arizona Center for Innovation (UACI) has been fueling Southern Arizona’s economy by serving scalable science and technology startups.

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UACI has helped pave the way for innovators to move products and services from the lab to the marketplace while building the highest concentration of startups in any Arizona incubator program through decades of earned credibility.

The center currently supports more than 70 startups, 62% of which are minority-owned. Additionally, 26% of UACI’s startups are women-owned, which is high above the 6% national average for an incubator.

Over the past 20 years, milestones have led to numerous jobs, tax revenue and increased economic prosperity for the region. In 2021 alone, with 51 startups in the program, UACI’s work resulted in a $35.3 million economic impact for Southern Arizona plus an additional $2 million in tax revenue.

As The University of Arizona’s incubator network, UACI supports innovations resulting from university research or founded by UArizona alumni accounting for roughly half of the startups in the program. UACI also supports startups from the community and

abroad by connecting businesses with the expertise of UArizona, a Tier 1 research institution with more than $824 million in research activities.

The center’s success is driven by robust resources and specialized infrastructure. It represents a best-practices environment utilizing good laboratory practices and flexibility where startups can “rent-a-bench” to expand their laboratory space while ramping up operations to support growth.

Programs are fully customizable to suit the unique needs of each startup. The UACI 28-Point Roadmap is a comprehensive guide directing entrepreneurs through critical steps of building a business. To offset some of the financial demands of being a startup, UACI created the Sponsored Launch program with various organizations and municipalities to support a year of incubation services that fast-track business development and uncover innovative solutions for business and societal challenges.

As a Power Connector, UACI supports U.S. Department of Energy projects opening doors for renewable energy product inception, financial backing and market reach. The center is one of a handful of organizations to earn the notable Soft Landings designation from the International Business Innovation Association.

For businesses from around the globe, UACI serves as a strategic location for those seeking an entry point into the U.S. market.

The team at the University of Arizona Center for Innovation

The network has grown to meet startups where they are through virtual programming and by expanding its footprint regionally.

There are several outposts across Southern Arizona—including a bioscience-focused incubator in Oro Valley and another concentrating on sustainable technology at Biosphere 2—with more in development.

The entrepreneurial landscape has evolved over the years, and support programs often experience waves of enthusiasm, with various individuals coming and going. While the initial excitement of entrepreneurship can be captivating, what truly sets exceptional support programs apart is the presence of individuals who serve as bedrocks that remain steadfast while providing stability, guidance, and continuity.

Director Anita Bell is one example, having encouraged entrepreneurs throughout UACI’s two decades. She has nurtured more than 1,000 entrepreneurs and 250 companies through educational workshops, pitch preparations, and personal introductions to a vast network of mentors, service providers, team members, customers and investors.

Bell’s story at UACI is one of unwavering dedication, boundless passion and deep commitment to cultivating innovation that has not only transformed countless lives but also paved the way for a brighter, more innovative future. From the beginning, she embraced the center’s mission by empowering startups through access to the resources and tools needed to be successful. She still stands behind her favorite quote of “It takes a village to grow a company.”

Expect more growth to come. Based on its current trajectory, UACI’s efforts are expected to create an estimated 18,875 jobs, generate more than $600 million in wages, produce $1.5 billion in economic activity and create nearly $85 million in state and local tax revenues over the next 30 years.

As UACI enters a third decade, its legacy as a catalyst for innovation will amplify in the coming years, propelling the next generation of entrepreneurs to make real world impact.

Jillian Sommers is a marketing & communications specialist at Tech Parks Arizona.

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UACI started its journey when Tech Parks Arizona took a bold step by funding development of the incubator at the UA Tech Park, providing the ideal environment where startups and tech giants work side by side.

BY CECILE LEBLANC

TURNING ON THE SPOTLIGHT Focus is on ‘transforming discoveries into solutions’

Whether it’s a way to reduce pest fertility or developing tests to diagnose diseases, Northern Arizona University researchers make discoveries. But how do these discoveries get noticed by the public?

That’s where NAU Innovations steps in.

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Driven by the tagline “transforming discoveries into solutions,” patent manager Cristy Salanga and her NAU Innovations co-workers help researchers find a market for their inventions.

“We try to meet with as many faculty and researchers as possible,” Salanga says. “We evaluate their innovations for patentability and market potential, and may even try to pair technologies with companies that might be interested in licensing our research so they can commercialize the product.”

Researchers—and it can be faculty, students, or staff—initiate contact with NAU Innovations once they have an idea or invention ready for consideration. Salanga estimates that NAU issues 15 to 20 patents each year.

One of the biggest patent portfolios is connected to the cybersecurity work of Bertrand Cambou, a professor at the School of Informatics, Computing, and Cyber Systems.

Working with his graduate students, “we’ve licensed some of his technologies to startup companies,” Salanga says.

NAU researchers now have even greater opportunities to market their ideas. In January, NAU Innovations became part

Bertrand Cambou, professor at NAU’s School of Informatics, Computing, and Cyber Systems

of the Desert and Pacific Region Hub of the National Science Foundation’s Innovation Corps (I-Corps), joining eight western universities led by Arizona State University.

“The main purpose of the I-Corps hub is to take these amazing ideas, devices or methods developed in research and translate them so they can be commercialized and integrated with society,” Salanga says. “Since taxpayer dollars support the NSF, their goal is to make sure that that research is positively impacting the taxpayers and that we as a country remain competitive and innovative in solving big issues.”

Salanga is currently recruiting research teams for I-Corps. Once accepted, each team receives training and a mini-grant to help bring its discovery to market. While the training and funding help the researchers, the power of the program lies in the network of entrepreneurs and researchers.

“Now you have eight institutions coming together, so if they know someone in a relevant field, they are more than happy to connect them with our researchers,” Salanga says. “You get a lot of neat and interesting perspectives all in one place.”

Salanga is excited about this new opportunity to market NAU research. “There’s definitely some entrepreneurial spirit here at NAU. And that’s where the NSF I-Corps comes in. I’m trying to plant these seeds and provide the opportunities to continue growing that spirit here.”

Cecile LeBlanc is a marketing content writer at Northern Arizona University.

BY VALERIE CIMAROSSA, KATY TOERNER AND MADISON ROBINSON

Students embrace marketability of artificial intelligence Recent innovations in the field of artificial intelligence (AI) are actively transforming the world and will reshape society in the coming years.

AI-based technology and machine learning algorithms have become embedded in workspaces, digital landscapes and institutions. In light of these changes, many of the newly formed tech startups are leveraging the power of AI to bring new solutions to market every day.

each of the student projects and judges them on multiple criteria ranging from ingenuity to market readiness.

In the spring semester, the winner in the Market Readiness category was Hyrum Johnson with Liberty Estimation Station.

This AI-powered tool was designed to forecast accurate quotes for custom home building in Southeast Idaho. Johnson was able to create a platform that was not only innovative but also fully operational—even at such an early stage.

Another notable AI-related project presented was a mobile app called Alexander AI, which relies on self-generated AI models to trade profitably in the stock market. This app was created by a group of three UAT students.

The numbers are already showing the deepening interest in AI. According to web-data provider Coresignal, the number of newly founded AI-driven companies is likely to exceed 7,800 by the end of 2023.

The app has only been successful in analyzing trading patterns for one stock so far. However, the students are planning to continue its development until it is ready to be marketed as an all-encompassing and fully operational tool.

These ongoing shifts within the tech startup landscape influence what students are exposed to in their classes at University of Advancing Technology (UAT).

This type of innovation is exactly what the Student Innovation Project is designed to foster.

UAT makes it a priority to train and educate the tech leaders of our future to be at the forefront of this changing landscape. AI and hands-on innovation is at the core of UAT’s curriculum and student experience.

In recent years, the student body has been actively innovating within and contributing to the field of AI. Recent examples are found in the requirement for students to start their own tech projects and companies as part of the Student Innovation Project. Every semester, UAT showcases

As continuous change happens within the tech startup ecosystem, UAT adapts its curriculum to best prepare the young minds to go out and thrive post-graduation.

Looking forward to the future of the tech industry and the future of AI, students at UAT are not only ready for the next frontier but embrace it with open arms—and minds.

Valerie Cimarossa is chief marketing officer, Katy Toerner is SEM/SEO manager and Madison Robinson is digital marketing manager at the University of Advancing Technology.

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GENUINE INTEREST IN AI

BY RENEE YEAGER

MAKING A MARK Top 3 marketing priorities for B2B technology startups

Marketing for business-to-business technology startups differs significantly from that of growth or enterprise-scale companies.

Building a strong brand foundation is essential for startups as they establish a solid foothold in this dynamic and competitive sector. These three critical marketing priorities can help.

Understand Buyers

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The way technology products and services are evaluated and purchased has changed a lot in recent years. Historically, an entire purchasing audience was covered if the focus was on information technology (IT) contacts. But this is no longer the case.

Today, IT purchase decisions of any significance are made by a cross-functional team, not individual stakeholders. According to technological research firm Gartner, the average technology purchase involves between 14 and 23 stakeholders, with 80% in senior operations or product roles.

That’s a far cry from the simpler processes of the past. As the budget increases, the number of buying team members does as well. Gartner advises that sellers need to appeal to the buying team as a whole. While the organization will be focused on outcomes, the IT team will be focused on how those outcomes are achieved.

Marketing plays an important role in helping understand buyers, and it starts with building buyer personas for audiences across the buying committee. Motivations will vary. For example, what matters to the finance department will be different than what matters to operations. Getting clear on what is important to different buyers will help sellers focus on those pain points and specific product features in a way that can have a significant impact on the sales cycle and the likelihood of a closed deal.

Clarify Value Proposition The technology market is sizable and consistently growing, with Gartner forecasting worldwide IT spending to increase 4.3% in 2023. Cutting-edge startups and agile mid-size companies are rivaling market leaders in a way not commonly seen in other industries. In Arizona alone, 12-month earnings growth has reached 4.8%, with technology industry earnings nearing $30 billion, according to the Arizona Technology Council’s Q2 2023 Arizona Technology Industry Impact Report.

In a competitive market like technology, value proposition is a key asset that can give an edge with prospective customers.

Unfortunately, from emerging technology startups to the Fortune 500, the industry is inundated with unclear messaging and jargon that makes it challenging for buyers to understand the true business benefit of a product or solution.

Many companies lean into this technology vernacular even though it is not only confusing to buyers outside IT but also

Developing a clear value proposition starts with an understanding of who buys and uses a product and what they want a product or solution to do for them. Talking with customers and prospects to understand their business challenges—beyond what is found in online research—provides the unique insight that is the start of true differentiation in messaging. It allows messaging to focus on specific pain points that will instantly resonate, poising a startup as an expert in solving very real challenges that its competitors have missed.

Being broad in messaging does not lead to capturing more deals—a mistaken belief many companies make. In fact, a company’s being unclear on specifically what it does, who it serves and the value it delivers can be limiting in competitive differentiation and finding best opportunities.

Build Credibility Credibility is a crucial asset for startups because it underpins trust, reputation and viability for a market newcomer. It directly impacts a company’s ability to attract customers, partners, investors and employees, as well as secure the relationships that drive success.

Startups have the challenge of building brand credibility from scratch, going beyond product or service. Having a credible brand includes strength and polish across a business plan, leadership team, investors, partners, online presence, and even company values and culture.

From a marketing standpoint, messaging and visual identity make up a company’s face to the world. While it’s understandable to not want to make a significant investment in the brand when building the product, when it’s time to go to market—whether it’s for financing or customers—establish a professional and informative online presence.

Once a brand identity is in place, it’s important to maintain consistent branding across all marketing materials and communication channels, such as social media and website.

A consistent image and message help build recognition and credibility.

Additionally, thought leadership is an excellent way to establish authority in a specific niche or industry and share insights and expertise. Whether it’s publishing a blog, speaking at industry conferences, or hosting live or online events, having a voice in the market not only builds credibility but can also drive sales, build relationships and create differentiation for a brand.

By bringing a fresh perspective, maintaining integrity and adding value, credibility is built as well as a following.

Renee Yeager is CEO and co-founder of Yeager Marketing.

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doesn’t differentiate against a substantial sea of competitors.

Every company sounds the same, and in the worst-case scenario, every product is perceived as a commodity and sellers compete solely on price.

WORLD IS WATCHING Arizona grows into global destination for business International companies have taken notice of Arizona—and the state is determined to keep it that way.

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On the heels of back-to-back years of record-breaking international investments, Gov. Katie Hobbs led a delegation of state leaders on a trade mission to Taiwan and the Republic of Korea in September to continue strengthening economic ties and further showcase Arizona’s attractiveness as a destination for the world’s most advanced companies.

Authority. “With Arizona’s reputation as the premier destination to do business, we continue to attract global companies in hightech industries such as advanced manufacturing and technology.

We’re grateful to all companies around the globe that have invested in Arizona.”

By all measures, Arizona has been leading the nation when it comes to foreign investments.

Earlier this year, Gov. Hobbs and the ACA announced Arizona had landed expansion projects from 35 international companies in 2022, representing $31.954 billion in investment and making the state the leading market in the nation for FDI for the second consecutive year.

The trip included meetings with top government officials and the executives of semiconductor and battery companies, including Taiwan Semiconductor Manufacturing Company (TSMC) and LG Energy Solution.

At the top of that FDI portfolio is TSMC’s advanced semiconductor facility under construction in north Phoenix, which represents a total $40 billion investment—the largest in state history. The facility is expected to create 4,500 jobs.

“My No. 1 goal is to bring jobs and investments back to Arizona,” Hobbs said during the trip in September.

“I’m proud to have TSMC as a partner as we continue to build our semiconductor ecosystem while creating good-paying jobs and businesses,” says Hobbs, who also met with TSMC Chairman Mark Liu during the delegation’s September trip.

In addition to strengthening economic relations, the delegation celebrated the openings of two new trade offices: the ArizonaTaiwan Trade and Investment Office in Taipei and the ArizonaKorea Trade and Investment Office in Seoul. The trade offices are managed by the Arizona Commerce Authority (ACA) to further expand foreign direct investments (FDI) in Arizona and increase the state’s economic collaboration with Taiwan and the Republic of Korea.

The governor also attended U.S. Business Day, which brought together American and Taiwanese leaders to promote economic relations and trade, and she met with Taiwan President Tsai Ing-wen.

“The Asia trade delegation was an incredible opportunity to strengthen our relationships with Taiwan and the Republic of Korea, and celebrate the official launch of our trade offices,” says Sandra Watson, president and CEO of the Arizona Commerce

“Arizona and Taiwan’s partnership, rooted in our common values, is one of the most important in the world,” Hobbs says. “I look forward to building on our relationship and finding ways to create jobs, build businesses and grow together as we lead the world in advanced manufacturing.”

In addition, Arizona is focused on preparing the next generation of scientists and engineers. To bolster continued workforce

Gov. Katie Hobbs and other officials were on hand to check recent progress of the TSMC complex under construction in north Phoenix.

The governor met with the Korean International Trade Association in Seoul and visited an LG Energy Solution battery factory. Earlier this year, LG Energy Solution announced it would invest a total of $5.5 billion to build a new electric vehicle battery and energy storage system manufacturing complex in Queen Creek.

The facilities are expected to create thousands of new jobs once operational.

Arizona’s most recent confirmation that it’s firing on all cylinders with imports and exports came from the International Trade Administration. Phoenix’s Foreign-Trade Zone No. 75 was fifth in

the nation last year for imports handled through its warehouse and distribution network. The report ranked Arizona No. 7 out of the top 25 states for trade activity in 2022.

Arizona’s strengths in international investments and trade contributed to the state’s record-breaking year in economic growth. In fiscal year 2023 that ended June 30, the ACA and local economic development partners worked with global companies to commit to investing $40.73 billion in local communities, and creating 24,246 new jobs with an average wage of $71,893.

It was a single-year record for capital investment, jobs creation and wages, surpassing the ACA’s goals for jobs and wages growth by 121%, and for capital investment growth by 1,018%.

“We want to build on this momentum and continue to showcase Arizona’s strengths, highlighting the state as a premier global destination for business,” Watson says.

LG Energy Solution’s new electric vehicle battery and energy storage system manufacturing complex is planned for Queen Creek.

TechConnect | FALL 2023 | 14

development efforts, the delegation attended the signing of an agreement between the Arizona Science Center and the National Taiwan Science Education Center in Taipei City. The partnership will create collaborations in STEM, specifically technology, semiconductor, and microelectronics workforce development.

BY STEVE YOZWIAK

REVOLUTIONARY IDEA

1st dual-chamber, leadless pacemaker successfully implanted in HonorHealth patients

HonorHealth Research Institute is ushering in a new era of heart pacemakers for patients with abnormal or slow heart rhythms by helping secure FDA approval of the world’s first dual-chamber leadless pacemaker.

“What a difference this makes for our patients!” says Dr. Rahul Doshi, an electrophysiologist in the research institute’s Cardiovascular Research Division. He also was one of the authors of a study detailing the clinical trial of the new pacemaker system, which was published recently in The New England Journal of Medicine.

TechConnect | FALL 2023 | 15

“We’re able to get this technology that is brand new and that provides real benefit to our patients,” says Doshi, the principal investigator of the clinical trial at the institute, which successfully implanted the revolutionary device in 22 patients who included some of the first of the more than 300 clinical trial participants worldwide.

“You can imagine that for these patients it’s absolutely life changing,” says Doshi, noting the nearly half-century evolution of pacemakers went from the large, wired devices that once required open-heart surgery to the sleek new AVEIR DR dualchamber, leadless pacemaker system. The new technology features two cylinders—each smaller than an AAA battery— placed by inserting a catheter through a large leg vein directly into the upper and the lower right chambers of the heart.

Barbara Giovan of Scottsdale became one of the first recipients of the world’s first dual-chamber wireless pacemakers when it was implanted by Dr. Rahul Doshi.

The two AVEIR cylinders communicate wirelessly, providing a steady electrical pulse that first stimulates the heart’s upper right atrium to load blood into the lower right ventricle then stimulates the lower right ventricle to pump the blood to the lungs. In sync with the right-side chambers, the heart’s left atrium and powerful left ventricle pump the oxygenated blood from the lungs to the rest of the body.

Trial participant Barbara Giovan, 73, a retired hospital laboratories administrator, had two open-heart surgeries during the past decade to repair and replace valves in her heart.

After Doshi implanted the pacemakers in April 2022, Giovan says, “I felt so much better. I have so much more energy. I play golf three or four times a week. I exercise. I walk. I feel totally fine. I’m not inhibited in any way, and I’m looking forward to having a good, long life.”

Manufactured by Abbott Laboratories, the AVEIR system was approved by the FDA on June 29. Giovan says she was “honored” to have been among the 300 clinical trial participants who helped get it approved.

Doshi says HonorHealth Research Institute will be one of a few sites in the U.S. that will initially offer the newly approved system commercially to patients outside the clinical trial.

“This new system now provides a solution for the vast majority of patients who need pacemakers,” says Doshi, adding, “Dualchamber leadless pacing is going to revolutionize leadless pacing, and I believe it could actually take over the entire pacing world.”

Steve Yozwiak is the senior research science writer at HonorHealth Research Institute.

ID of factors causing resistance to multiple myeloma T cell therapies Among the newest types of treatments for multiple myeloma are T cell immunotherapies that target specific tumor proteins.

Although the therapies have shown promise, patients can relapse if mutated versions of the proteins—which can’t be targeted by the T cells—become more prevalent in a tumor.

This phenomenon was thought to be relatively rare in multiple myeloma, but a new study in Nature Medicine led by Dr. Nizar J Bahlis of the Arnie Charbonneau Cancer Institute, University of Calgary in Canada, has found several kinds of these mutations in whole genomes sequenced from 30 patients previously exposed to these therapies.

In fact, up to 65% of relapsing multiple myeloma patients could be affected by mutations that impact targeted T cell treatments, according to the study authors, including researchers from the Translational Genomics Research Institute (TGen), part of City of Hope, and City of Hope, one of the largest cancer research and treatment organizations in the United States.

The findings could help clinicians and patients choose from among a variety of T cell therapies for multiple myeloma to find treatments that best match a patient’s available tumor targets.

Two new treatments—elranatamab (Elrexfio™) and talquetamab (Talvey™)—were approved by the U.S. Food and Drug Administration in August to complement three existing therapies approved in the last two years.

Johnathan Keats

According to Jonathan Keats—director of Bioinformatics at TGen, scientific director of the Judy and Bernard Briskin Center for Multiple Myeloma Research at City of Hope, and a co-author of the paper—the currently approved T cell therapies target either B cell maturation antigen (BCMA) or the GPRC5D protein on the surface of tumor cells.

Previous research showed that some patients progressing on BCMA directed therapies had lost the target gene, but this study shows many patients lack a copy of the gene for one of these proteins (about 3% of patients for BCMA and about 15% for GPRC5D) when they are first diagnosed.

“This study has uncovered a variety of other ways that these two proteins can be mutated, including ways that help the tumor ‘escape’ targeting by the therapy,” says Keats.

As more T cell therapies are approved to target these targets and others, results from whole genome sequencing will become crucial in determining which drug to use and in which order. In keeping with its mission to translate genomic findings into clinical practice, TGen will open a clinical lab in 2024 that provides whole genome sequencing results for acute myeloid leukemia and multiple myeloma patients within 48 hours.

“This kind of study highlights a group of myeloma patients who could benefit from those rapid test results,” says Keats. “Rapid sequencing will, in the near future, provide patients access to information that will help guide their day-to-day clinical care.”

TechConnect | FALL 2023 | 16

COMMON THREAD

NEW MEMBERS

10 TO 1 PUBLIC RELATIONS shares your story the way it should be told by offering public relations services that are targeted, compelling and achieve clients’ goals.

10to1pr.com ALIBABA.COM is the leading platform for global wholesale trade serving millions of buyers and suppliers around the world. alibaba.com ANDERSON PRECISION MACHINING is dedicated to delivering the highest quality CNC machined parts and components to its clients. andersonprecisionmachining.com ANM provides innovative solutions and expert local service to large and mid-sized companies. anm.com APPRENTICE NOW is here for you— whether you’re a company looking to hire new staff or a job-seeker looking to find an exciting opportunity. apprenticenow.com ARIZONA CENTRAL CREDIT UNION provides families with full-service banking. azcentralcu.org ARIZONA SOLAR ENERGY INDUSTRIES ASSOCIATION (ARISEIA) has the mission to develop and support policies that create opportunities to advance Arizona’s economy through solar energy, storage and electrification. ariseia.org AWAKENING MINDS’ signature Awakening System is the most comprehensive system developed to enhance human and leadership skills. awakeningmindsllc.com AZ COLLAB’S mission is to cultivate partnerships that drive societal progress, amplify voices, and catalyze technological transformation for both organizations and individuals. azcollab.com

AZ INDUSTRIAL LASERS is proud to provide high-quality laser marking machines and laser marking services to meet the diverse marking needs from our customers in various industries. azindustriallasers.com BECHTEL MANUFACTURING AND TECHNOLOGY focuses on semiconductors (manufacturing facilities and supply chain), electric vehicles (batteries, charging and production), synthetic materials and data centers. bechtel.com BOW RIVER CAPITAL was established with a vision of building a world-class, diversified investment management platform focused on the lower middle market. bowrivercapital.com BOYS & GIRLS CLUB OF THE VALLEY empowers young people to reach their full potential as productive, caring and responsible members of the community. bgcaz.org BREATHEEV is reimagining the way electric vehicles are charged. Charging is easiest when it’s close, and that’s why the company wants to electrify multifamily developments. breathe-ev.com BUSINESS AUTOMATION ASSOCIATES’ Brooks Hilliard is one of the country’s most experienced computer experts.

He has testified more than 50 times in federal and state litigation, as well as AAA arbitrations and other alternative dispute resolution. computerexpertwitness.com CAMELBACK STRATEGY GROUP is a full-service consulting firm with a reputation as an aggressive, data-driven firm that brings a single-minded focus to achieving results for our clients. camelbackstrategy.com

CLARO ENTERPRISE SOLUTIONS is a global integrator that manages secure-by-design cybersecurity and information technology solutions adapted to business requirements. usclaro.com CODEFY is a workforce development program that seeks to empower underserved young adults with the skills needed to succeed in high-demand and high-paying technology careers. codefy.org CRUISE is building the world’s most advanced self-driving vehicles to safely connect people with the places, things and experiences they care about. getcruise.com CTMS supports organizations nationwide with high-quality, customizable business IT tools and cybersecurity strategies for dealerships and more. ctmsit.com CYBERCORE INTERNATIONAL’S security operations center is responsible for providing protective intelligence and continuously monitoring, analyzing and triaging all cyber threats received on clients’ networks. cybercoreintl.com DAEDALEAN creates safetycritical AI systems for situational awareness and flight control, with the eventual goal of developing certified autonomy in the air. daedalean.ai

DECISION TREE AI helps businesses of all sizes use large language models to improve their products, services and operations. decision-tree-ai.com DORSEY & WHITNEY provides an integrated, proactive approach to its clients’ legal and business needs. dorsey.com EIDE BAILLY is a business advisory, accounting and technology firm built with its clients in mind. eidebailly.com FERRIAN SALES & ASSOCIATES provides state-of-the-art technologies used in customized designs and unique applications. It focuses on supporting markets and industries such as military/aerospace, medical, space and industrial. ferrian.com FIRELINE SCIENCE is building innovative digital education products.

Its products are funded by National Science Foundation. firelinescience.com FIRSTNET provides first responders the advanced technologies they need to save lives and keep their communities safe. firstnet.gov FULL SWING STUDIOS is a dynamic video, podcast and photo production company that is dedicated to delivering powerful and engaging storytelling experiences. fullswingvideo.com

GALAXY CONSULTING is dedicated to helping businesses reach their full potential through conscious leadership by prioritizing their financial success, as well as their ethical and social responsibilities. galaxyconsulting.com GOOGLE’S mission is to organize the world’s information and make it universally accessible and useful. google.com HECKER PEW’S attorneys help founders, leaders and visionaries of hundreds of businesses by organizing and incorporating business entities and supporting them through series seed financing and mergers. heckerpew.com HIGHER WIRE recovers, refreshes and remanufactures lithium batteries and creates solutions to maximize their useful life and environmental impact. higherwire.com HYREL is a worldwide provider of high-quality, quick-turn semiconductor modification solutions serving the military, space, automotive, energy and commercial markets. hyrel.tech INSTITUTE FOR COMPUTATION & DATA-ENABLED INSIGHT enables University of Arizona faculty, staff and students across all disciplines to unlock new research solutions and accelerate breakthrough discoveries using the power of information technologies. datainsight.arizona.edu

To join the Arizona Technology Council, a member-supported group representing the interests of the state’s technology ecosystem, visit www.aztechcouncil.org.

NEW MEMBERS

IT PARTNER helps companies migrate to Microsoft Cloud and feel secure using products such as Office 365, Microsoft 365, Azure and Dynamics 365. o365hq.com JA SOLAR AZ’S business covers silicon wafers, cells, modules and photovoltaic power stations. jasolar.com/html/en JUSTWORKS takes the busyness out of growing a business and alleviates the unknown. It has combined a simple platform and exceptional 24/7 customer service with the power of a professional employer organization. justworks.com KB WOODS is a full-service marketing agency that specializes in public relations, video production and digital marketing. kbwoods.com LINK WIRE TECHNOLOGIES provides services for outside plant construction, access control, structure cabling, audiovisual and mass notification linkwiretechnologies.com MENTUMM helps managers get better through monthly training, coaching, accountability and learning, resulting in more engaged leaders who stay with a company longer and execute faster. mentumm.com MOTION TECHNOLOGIES is a veteran-owned shop and solution provider for the construction of industrial control panels (UL 508A). motiontechnologies.com NAKED OPTICS delivers optical components and materials supporting a wide range of technical applications. nakedoptics.com

NBOUND CONSULTING is putting innovation and warfighters on a collision course. nboundconsulting.com NIKON RESEARCH CORPORATION OF AMERICA provides applied research to all business units and divisions of Nikon, including semiconductor, flat panel display, imaging and cameras, and industrial metrology. nikon.com/company/technology/rd OXITS offers sales performance management services. oexits.com OLSSON is a nationally recognized, employee-owned engineering and design firm with a rich history of success.

Olsson.com OLYMPUS CONTROLS is an engineering services company that specializes in machine automation. olympus-controls.com PACIFIC INTEGRATED HANDLING provides automated material handling systems for warehouse and manufacturing environments, as well as clean rooms, hospitals and laboratories, solar panel manufacturing, food processing, and others. pacificintegrated.com PASHTEK is an agile Salesforce consulting partner that helps small to mid-sized companies solve critical operational challenges and accelerate growth. pashtek.com PLUG AND PLAY TECH CENTER’S mission is to build the world’s leading innovation platform and make innovation open to anyone, anywhere by connecting entrepreneurs, corporations and investors worldwide. plugandplaytechcenter.com

PRAVICI has leveraged its experience implementing loyalty programs and blockchain technologies to create an amazing blockchain-based consortium-building toolkit. pravici.com PRINCIPAL FINANCIAL GROUP is dedicated to improving the \wealth and well-being of people and businesses around the world, helping customers plan, protect, invest and retire. principal.com PRONET is a provider of IT solutions focused on the transformation of companies through comprehensive solutions in technology and telecommunications. facebook.com/pronetmx RADIANT DEV is a woman-owned staffing and consulting firm with a focus on clients’ growth in technology capability and delivery. radiant.dev RATCHET & PAWL offers mechanical engineering design services to create lab and industrial equipment, test jigs, sockets for electronic chips and thermal solutions, and perform multiphysics simulations. ratchetpawl.com RESILIENT SOFTWARE SECURITY has software security experts uniquely skilled at making SaaS startups secure by design and harder to hack. resilientsoftwaresecurity.com

RIMINI STREET is a global provider of end-to-end enterprise software support, products and services. It is the leading thirdparty support provider for Oracle and SAP software, and a Salesforce and AWS partner. riministreet.com ROYALE INTERNATIONAL GROUP offers integrated courier solutions to customers all over the world. royaleinternational.com SAFARI MICRO is a privately held, value-added reseller of IT hardware, software and IT services. safarimicro.com SAFETY HEALTH AND ENVIRONMENTAL CONSULTING delivers certified support services tailored to organizations’ needs from audits and risk assessments to compliance trainings. johannaodell.wixsite.com/ sheconsulting SILENT SERVICE 3D PRINTING offers large scale printing for 3D models, prototyping and 3D printer repair. s23dgov.com SKILL STRUCK establishes engaging partnerships with K-12 schools to provide equitable access to computer science. skillstruck.com STARTUP UNIDOS is igniting collaboration, innovation and entrepreneurship in underserved border communities. startupunidos.com

STEFANINI GROUP provides a broad portfolio of solutions, combining innovative consulting, marketing, mobility, personalized campaigns and artificial intelligence services with traditional solutions. stefanini.com STRIKE PHOTONICS believes in a stronger, healthier, faster, more defensible, more expansive and more capable technological infrastructure for the United States and its allies. strikephotonics.com TELLABS is leading the future of networking with access solutions for today, poised to deliver services for the future. tellabs.com TRICO is a nonprofit electric distribution cooperative dedicated to making a difference in the communities it serves by providing its members cost-effective and sustainable energy solutions. trico.coop WILLIS TOWERS WATSON provide data-driven, insight-led solutions in the areas of people, risk and capital. wtwco.com XNRGY CLIMATE SYSTEMS designs, engineers and manufactures sophisticated, sustainable innovative solutions focused on reducing carbon footprint and energy consumption. xnrgy.com

To join the Arizona Technology Council, a member-supported group representing the interests of the state’s technology ecosystem, visit www.aztechcouncil.org.

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VISIONARY + CONTRIBUTING SPONSORS AGM Precision Machining | Alliance Bank | Arizona Public Service | AudioEye | Blue Canoe Marketing Caterpillar | cStor, a MicroAge Company | Full Swing Studios | Involta | Keap | Meta | Metz & Associates PLLC Michael Beach Consulting | MSS Business Transformation Advisory | Pacific Office Automation Pima Community College | Qwick | Rincon Research | Solugenix | Sun Corridor, Inc. | Tech Parks Arizona | Waymo

For more information on sponsorship, visit www.aztechcouncil.org/sponsorship.

2024

TUCSON GOLF

TOURNAMENT

LUNCH | NETWORKING | CAMARADERIE | PRIZES

SAVE THE DATE! 14th Annual Tucson Golf Tournament

FRIDAY

APRIL 19 SPONSORSHIP OPPORTUNITIES jneilson@aztechcouncil.org

MORE INFORMATION

www.aztechcouncil.org/tech-events