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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)
Innovation
Journeys,
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
M
argin
M
argin
Marketing
&Sales
Advice/
Consulting
Implementatio
n
Operations
&
IT
Customer
Servcie
Infrastructure
HR
R&D
Sourcing
M
argin
M
argin
Marketing
&Sales
Advice/
Consulting
Implementatio
n
Operations
&
Transaction
&IT
Customer
Servcie
Startups adress step by step traditional corporate value chains
(selection)
Industry
Time/
PhaseOptimize High Impact Fundamenta
l
Disruptive
FinTechFinTech
OEMOEM
MediaMedia RetailRetail
Source: Porter, own diagram
HealthcareHealthcare
TourismTourismIT, TelcoIT, Telco
Infrastructure
HR
R&D
Sourcing
M
argin
M
argin
Inbound
Logistics
Operations/
IT
Outbound
Logistics
Marketing
&Sales
Customer
Servcie
Infrastructure
HR
R&D
Sourcing
M
argin
M
argin
Marketing
&Sales
Production
Distribution&
Logistics
IT
Customer
Servcie
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
1010Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
What should be done?
Source: Own diagram
1111Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM
As-if situation like in the end of the movie „Indecent Proposal“?
Source: Internet researchSource: Internet research

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Julian kawohl 2015_0528_vienna_final

  • 1. 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
  • 2. 22Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM As-is situation like in the beginning of the movie „Indecent Proposal“ Source: Internet research
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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) Innovation Journeys, Hackathon, Workshops, Conferences, Network engagement, PR in Startup Media Source: Own diagram
  • 7. 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
  • 8. 88Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM Infrastructure HR R&D Sourcing M argin M argin Marketing &Sales Advice/ Consulting Implementatio n Operations & IT Customer Servcie Infrastructure HR R&D Sourcing M argin M argin Marketing &Sales Advice/ Consulting Implementatio n Operations & Transaction &IT Customer Servcie Startups adress step by step traditional corporate value chains (selection) Industry Time/ PhaseOptimize High Impact Fundamenta l Disruptive FinTechFinTech OEMOEM MediaMedia RetailRetail Source: Porter, own diagram HealthcareHealthcare TourismTourismIT, TelcoIT, Telco Infrastructure HR R&D Sourcing M argin M argin Inbound Logistics Operations/ IT Outbound Logistics Marketing &Sales Customer Servcie Infrastructure HR R&D Sourcing M argin M argin Marketing &Sales Production Distribution& Logistics IT Customer Servcie
  • 9. 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
  • 10. 1010Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM What should be done? Source: Own diagram
  • 11. 1111Prof. Dr. Julian Kawohl TRUE ECONOMY FORUM As-if situation like in the end of the movie „Indecent Proposal“? Source: Internet researchSource: Internet research