Potential approaches to initiating contact with a company are:
1) Directly contact the company, perhaps through a former colleague or company scientist you may have met at a conference;
2) For small companies, if you are comfortable doing so, directly contact senior leadership (for example, the CEO or VP of Research); or
3) Contact ITA for help in identifying potential industry partners and developing a strategy for approaching them.
Regardless of the approach used, aspects of initiating an alliance require involvement of the University (e.g. confidentiality agreements to protect intellectual property, etc.). Contact ITA to help you evaluate opportunities, make decisions, and structure collaborations.