Post on 07-Aug-2015
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11Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Beyond the honeymoon period:
Symbiosis between startups and corporates
Prof. Dr. Julian Kawohl, University of Applied Sciences,HTW Berlin
28.05.15
22Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
As-is situation like in the beginning of the movie „Indecent Proposal“
Source: Internet research
33Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Scenarios for corporates and startups
Source: Own diagram/Pictures: Internet research
CompetitionCompetitionCooperationCooperation2 Separate Worlds2 Separate Worlds
Different markets: Corporates
= general marketplace,
traditional non-digital
business; Startups = niche
markets and digital business
Ecosystems not sufficiently
connected
No understanding for the
other side, different language,
culture, people
44Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Corporate vs. startup world – success factors
Disruptive ideas, innovation
Entrepreneurs, experts
Network, collaboration, open source
Customer focus, sharp USP
(New) technology
Speedboat attitude, agileness,
unorthodox processes
„start small, fail fast, learn faster“ culture
Experience, history
Money, (investment) opportunities to turn
a huge wheel
Brand
Customer base
Specific resources/know-how/
core competencies
Economies of scale
Clear processes, disciplined, perfection-focused
StartupStartupCorporateCorporate
Source: Own diagram/Pictures: Internet research
55Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Scenarios for corporates and startups
Source: Own diagram/Pictures: Internet research
CompetitionCompetitionCooperationCooperation2 Separate Worlds2 Separate Worlds
Startups with innovative
solutions especially for B2C
markets that also support
Corporate Business
Make-or-buy and outsourcing
options increase partnerships
Startups as multiplier for
corporate innovation and
transformation
66Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Incubator Venturing/M&A/R&D Grants
Conceptual partnership approaches for corporates & startups
Impact
Time
Optimize
Enhance
Shift
Disrupt
Innovation Management Contest,
Special Interest Groups etc.
Primarily internal focus
Internal and external focus
Primarily external focusEntrepreneurship Programs (i.e. Entrepreneur in Residence)
Accelerator
1 year 2-3 years 3-5 years 6-10 years
Strategic and Tactical Partnerships (i.e. Supplier or Customer)
InnovationJourneys, Hackathon, Workshops,
Conferences, Network
engagement, PR in Startup
Media
Source: Own diagram
77Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Scenarios for corporates and startups
Source: Own diagram/Pictures: Internet research
CompetitionCompetitionCooperationCooperation2 Separate Worlds2 Separate Worlds
Substantial challenger almost
in any vertical, strong followers
also growing
War for (entrepreneurial)
talents and (digital) experts
Startup programs under CFO
Review
88Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Infrastructure
HR
R&D
Sourcing
Margin
Mar
gin
Mar
keti
ng
&
Sal
es
Ad
vice
/ C
on
sult
ing
Imp
lem
enta
tio n
Op
erat
ion
s & IT
Cu
sto
mer
S
ervc
ie
Infrastructure
HR
R&D
Sourcing
Margin
Mar
gin
Mar
keti
ng
&
Sal
es
Ad
vice
/ C
on
sult
ing
Imp
lem
enta
tio n
Op
erat
ion
s &
Tra
nsa
ctio
n
& I
T
Cu
sto
mer
S
ervc
ie
Startups adress step by step traditional corporate value chains (selection)
Industry
Time/
PhaseOptimize High Impact Fundamental Disruptive
FinTechFinTech
OEMOEM
MediaMedia RetailRetail
Source: Porter, own diagram
HealthcareHealthcare
TourismTourismIT, TelcoIT, Telco
Infrastructure
HR
R&D
Sourcing
Margin
Mar
gin
Inb
ou
nd
Lo
gis
tics
Op
erat
ion
s/ IT
Ou
tbo
un
d
Lo
gis
tics
Mar
keti
ng
&
Sal
es
Cu
sto
mer
S
ervc
ieInfrastructure
HR
R&D
Sourcing
Margin
Mar
gin
Mar
keti
ng
&
Sal
es
Pro
du
ctio
n
Dis
trib
uti
on
&
Lo
gis
tics IT
Cu
sto
mer
S
ervc
ie
99Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
Shift in business models provides further collaboration opportunities for startups and corporates (selection)
Source: Own diagram
Potential future (additional) business model
Potential future (additional) business modelBusiness model todayBusiness model today
Mobility Provider
Solution Provider
Wealth Manager
Prevention Manager
Edutainment Provider
Automotive
Insurance
Banking
Healthcare
Media
OEM of cars
Risk Manager
Therapy Provider
Entertainment Provider
Cash Flow and Investment Manager