Selling to Defense:
The Defense Startup Handbook
Master the art of selling to the Department of Defense. Learn proven frameworks, avoid costly mistakes, and accelerate your defense contract success.
What You'll Learn
Comprehensive insights to navigate the complex world of defense contracting
Master the unique sales cycles, stakeholder dynamics, and decision-making processes specific to DoD procurement.
Navigate SBIR/STTR, OTAs, and traditional contracts. Understand FAR compliance without the legal jargon.
Identify and engage the right people—from end users to program managers to acquisition officers.
Develop competitive pricing strategies and negotiate effectively within government budget constraints.
Scale your solution from initial demos to program of record. Navigate the "valley of death" successfully.
Understand ITAR, CMMC, and other security requirements. Build a compliant foundation from day one.
Who This Is For
This handbook is designed for professionals at every stage of the defense sales journey
Startup Founders
Building dual-use technology and exploring defense as a market opportunity. Learn to navigate DoD from zero to first contract.
Sales & BD Leaders
Responsible for growing defense revenue. Get proven playbooks to accelerate pipeline and close rates.
Transition Veterans
Moving from military service to commercial sector. Leverage your experience to bridge the gap and drive results.
Inside the Book
12 comprehensive chapters packed with frameworks, templates, and real-world examples
The handbook distills proven strategies for navigating Department of Defense contracts, pairing expert guidance for startups with real-world case studies and frameworks you can put to work right away.
Jeff Decker draws on years of Hacking for Defense (H4D) experience—spanning 70+ campuses, dozens of startups, and hundreds of millions raised—to show how dual-use teams can scale with the DoD.
Contracting Playbooks
Actionable approaches for choosing and pursuing the DoD pathways that fit your technology and timeline.
Founder Field Notes
Lessons from innovators who bridged startup speed with defense stakeholders to win and grow contracts.
Understanding the Defense Market
Market size, trends, and why defense is different from commercial sales
The Defense Acquisition System
How DoD buys, decision timelines, and the role of requirements
Contract Vehicles Deep Dive
SBIR/STTR, OTAs, BPAs, GWACs, and traditional procurement paths
Finding Your First Opportunity
Market research, problem identification, and opportunity qualification
Building Your Defense Network
Conferences, introductions, advisors, and meaningful relationship building
The Defense Sales Process
From cold outreach to signed contract - a step-by-step framework
Winning Proposals & Pitches
Proposal writing, oral presentations, and what evaluators actually care about
Pricing for Government
Cost-plus vs. firm-fixed-price, indirect rates, and margin strategies
Security & Compliance
ITAR, CMMC, FedRAMP, and facility clearance requirements
Scaling Beyond Phase I
Transition from pilot to production, navigating budget cycles
Building a Defense-Ready Organization
Team structure, hiring, and operational considerations
Case Studies & Lessons Learned
Real stories of success and failure from defense startups
Bonus Materials Included
- 20+ downloadable templates (proposal outlines, pitch decks, stakeholder maps)
- Defense sales pipeline framework and tracking spreadsheet
- Glossary of 200+ defense acronyms and terms
- Resource directory of key defense innovation offices and programs
Meet Jeff Decker, PhD
Jeff Decker is the co-founder of the Gordian Knot Center for National Security Innovation and leads the Stanford Hacking for Defense® (H4D) program. He has guided 300+ companies and student teams to identify critical national security problems, secure government stakeholders, and validate commercial markets. Decker previously spent eight years in the U.S. Army as a Cavalry Officer and completed his Ph.D. at Stanford, where his research focused on technology-accelerated learning for organizations.
Co-founder
Gordian Knot Center for National Security Innovation
Stanford H4D Lead
Directs the Hacking for Defense® program
300+ Teams Guided
Coached startups & students toward validated opportunities
Army Veteran
Eight years as a U.S. Army Cavalry Officer
Hacking for Defense: A Manual for National Security Innovation
Dive deeper into the H4D methodology with Jeff's field-tested guide for mission-driven innovators. Grab a copy on Amazon to complement the Selling to Defense playbook.
View on AmazonTrusted by Defense Innovators
"This handbook would have saved us 18 months and $200K in wasted effort. Jeff's frameworks are gold."
"Finally, a practical guide that cuts through the complexity. Required reading for anyone selling to DoD."
"Jeff understands both sides—the startup hustle and the DoD bureaucracy. This book bridges that gap perfectly."
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