I did work in several startup companies in India and my job was to look out for funding avenues Funding is something a startup rarely gets without a sure-footing in the business markets around the world. With pandemic around, getting funding is very difficult. The pandemic had crashed several economies and business around the globe is struggling to survive. To get a proper funding for your startup; in whichever field it is, you must stand out of the rest in the market. This is the best market strategy in the given scenario, or at any given scenario. Let me discuss an example with you. Pollution is a widespread problem across the world. To tackle this problem Hyundai came up with an SUV called Nexo. Well this is nothing new if we look it deeply, Toyota had done it too with it's Toyota Mirai. Nexo works on the concept of fuel cell which contains hydrogen in it. When this hydrogen reacts with oxygen from the air it creates electricity, heat and water. There is no combustion and no emission and the only byproduct is water which is so pure that you can take a sip whenever you want. So, imagine you were an investor with billions in your pockets you would surely like to invest in Hyundai because they are market disruptors and have changed the way people look at cars not as pollution makers but environment friendly. Customers love the car because it makes them feel like rebels with a cause. Suppliers love the car because it makes them look smart, while the investors love them because the car makes them feel that they are investing in tomorrow's big player.
In HBR Article titled, 'Disruptive Startups Get Funding More Easily, but Less of It' by Timo Van Balen, Murat Tarakci and Ashish Sood a study was made on 918 Israeli startups seeking first round of funding keeping in mind the market disruptor factor and it was found that a venture's disruptive vision increased by 22% but amounts it raised fell by 24%. The reason that was stated is that investors do not want to put their eggs into one basket due to market risks and uncertainties.
So, the answer to your question is be disruptive as much as you can, try to ride upon the tides of time and you will get a lot of funding and investment.