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Company building

- what?

Company Building - the approach for the implementation of radically innovative business models. For corporates, company building (often also referred to as corporate venture building) means the implementation of new business models outside of existing company structures, within a start-up founded solely for this purpose. Company building allows for new ideas and concepts to be tested and placed on the market easily and without restrictions by the existing business. This is advisable if an innovative idea does not cohere thematically with the core business, or other players within the sector are targeted as customers. With the help of company building, the innovation project is then developed as an independent start-up in order to receive real market feedback with low risk. With its own team, own mission, own objectives, own tools and, if required, its own legal form – to be free to act without restrictions.
Company Building Ansatz für Umsetzung von radikal innovativen Geschäftsmodellen.
In practice of course, it’s not all black and white. So we’ll adapt the organisation and realisation of a corporate start-up to meet your individual needs.



Why should you, as a company, even consider company building? One problem big enterprise’s face: radical innovation projects are often difficult to implement within existing corporate structures. Corporations are great at exploiting existing business models but lack the know-how to explore new ones. The solution: company building. Company building combines the perks of a start-up approach with the resources of an already established enterprise. This offers freedom in the realisation of processes, the software stack and the visual identity of a product, while the new business can still fall back on the parent company’s resources such as expertise, networks or existing customers. This way a corporate start-up is at a clear advantage compared to a “normal” start-up: You could say it has got smart money from the get-go!


Company Building Phasen Exploration


Company Building Phasen Exploration

Clear top management comittment and quick decisions

Company Building Phasen Exploration

Employees from the existing company who are actively involved

Company Building Phasen Exploration

The Triple Diamond Method

Company Building Methodik Triple Diamond
We follow an established method when it comes to company building. First, we make sure there is fertile ground to work on and the enterprise is ready for the company building project. Next, we identify the problem or opportunity and draft a concept for a product or service. Here we stick to customer-focused methods to help us fully understand the issue to be solved.

Following that, we develop the concept or vision that best addresses the identified issue, and creates added value. Then we look into reducing this vision to its very essence. The Lean Start-up method allows us to develop the core solution, which can then be easily tested with the help of a prototype. Design Sprints are most suitable for a quick and customer-focused solution concept. If the customer feedback is positive, a decision can be made regarding the implementation of the MVP (= minimum viable product). We then develop this using agile methods and introduce it to the market as swiftly as possible. Online Marketing allows for a focused target group to be reached. Importantly, an MVP Go-Live is not merely a market test. We also take care of the operations and make sure our users can buy our service!

Active measuring of user behaviour as well as the interaction with the customer are important parts of this phase after the go-live. Once we’ve fully understood customer needs, user behaviour and the nuts and bolts of the business model, we put time and energy into the incremental development of the MVP, refining design, function and operative processes. Ideally, the success of a corporate start-up leads to growth, and extensive marketing and sales activity, as well as an expanding team and customer base will enable the scaling of the new business. The corporation now has multiple options: the start-up can be re-integrated, sold or continue to be led independently.

In a nutshell: when we do company building, we act just like an ambitious and innovative team of founders would with their own start-up. The only difference being that we’re not doing it for the first time.

Company Building in Practice?

The theory may sound enticing, but what does company building actually look like in real projects? We’ve proven our company building methods in projects with clients from various sectors and have successfully established new businesses.

Why not take a look at an example?
If you want to delve into the topic, we recommend our book “Company Building – How Businesses Develop Start-Ups Successfully”. (Original title: Wie Unternehmen erfolgreich Start-ups entwickeln)
more about our book