Cactus Roots, Unicorn Wings: 6 Founder Tips

I moved to Arizona about eight years ago, after spending many years working with and for major global fintech brands, SaaS start-ups (one of which was sold for multiple millions), and a wide range of founders in cybersecurity, proptech, and consumer products. I also wrote a book about AI seven years ago, predicting many of the trends we’re experiencing today. I continue to travel to major tech and business conferences across the country, keeping a pulse on new ideas and best practices.

Arizona’s tech scene is evolving quickly. The sector added $5 billion to the state’s gross regional product between 2023 and 2024, and Phoenix now contributes $31.9 billion annually through tech-related jobs. Reports indicate that we currently have four unicorns (companies valued at $1 billion or more). 

But like any growing ecosystem, it faces challenges—and opportunities.

At times, I’ve noticed a tendency for circles to feel small or narrowly defined. At one recent event, a speaker described the industry as consisting only of “founders and VCs.” But technology is built by more than just those two groups—it thrives on collaboration among strategists, journalists, consultants, engineers, investors, and community-builders of all ages and backgrounds.

Arizona companies have the potential to scale far beyond our state. In fact, the Arizona Venture Alliance (AVA), formed in late 2024, has set ambitious goals: help create five unicorns, attract 50 startups to relocate to Arizona, and drive $500 million in private investment. That kind of vision depends on curiosity about what works outside our borders.

When we combine local pride with global perspective, the results can be transformational. For example:

1. Sharpen your brand and message. Strong positioning, an accurate ICP, compelling competitive benefits, and a polished pitch deck can open doors. I once helped a client secure national media coverage that propelled her sales from $ 750,000 to $3 million virtually overnight. Visibility matters.
   
   
2. Make your outreach meaningful. LinkedIn and Instagram are valuable tools, but growth comes from authentic, one-on-one connections. That’s why organizations like Freeway are so impactful—they create opportunities for real dialogue.
   
   
3. Perfect your 30-second pitch. Be clear, confident, and specific. You never know who you’re talking to, or what opportunities that conversation might unlock.
   
   
4. Act quickly on offers of help. Collaboration accelerates growth. When someone extends a connection or resource, treat it as gold. Other organizations aren’t just competitors—they’re potential allies.
   
   
5. Think nationally and globally. In Q2 2025, Arizona startups raised $531.6 million across 44 deals, up from $344.7 million the year before. These investments don’t just put Arizona on the map—they integrate us into global supply chains.
   
   
6. Build diverse teams. Hire and integrate people who don’t look or think like you. Experience brings valuable perspective—seasoned professionals have navigated challenges and cycles that can help start-ups thrive.
   
   

The momentum is real. Phoenix now ranks #53 in the global startup ecosystem, with more than 769 startups active and $377 million raised in 2025. Meanwhile, Scottsdale has emerged as the fastest-growing U.S. metro for millionaires, up 125% over the past decade, signaling that wealth, talent, and opportunity are converging here.

Ultimately, we share a common goal: to make Arizona a thriving, world-class technology ecosystem. Let’s lean into the diversity of thought, geography, and experience that will take us there.

After all, unicorns don’t just appear—they leap boldly beyond their comfort zones.

Nancy A. Shenker is a former C-level executive (Citibank, Mastercard, and Reed Exhibitions, producers of ComicCon). She has worked in tech-related businesses throughout most of her career. An award-winning content writer, she has contributed to a wide range of business and consumer media. She currently undertakes select brand consulting and marketing projects, serves on a nonprofit board, and chairs an annual tech conference for major business and consumer brands.

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