06 SAVVY STARTUPS THEIR REASONS TO COLLABORATE Our research found that the most popular driver for development process. Only a small number look at startups to collaborate with corporates is because joint PR or marketing initiatives prior to they see them as the ultimate customer for their launch, even though this can boost awareness and product or service. By working together, they’ll find visibility to investor audiences. immediate sales opportunities that will help to build funds and credibility or obtain insights and feedback Startups are more savvy than ever about the to fine-tune their approach when selling to big reality of being bought by a corporate and know businesses in the future. it’s never an easy process. Rather than seeing the dollar signs of acquisition as the end goal of These collaborative partnerships often generate corporate collaboration, they understand the the most value when the relationship is in place at unpredictable planning that is part and parcel of the critical stage of determining proof of concept, being acquired. The focus instead is on the end when startups can typically concentrate too much result of product development, with a business on product development, rather than what will keep valuation considered only once the true value of their business funded. Corporate partners, especially the innovation is clear. those matched appropriately to the startup’s industry, will bring the market knowledge and expertise to help Startups are ambitious and know what they want plan for the long term. from corporate relationships. But what do early stage businesses think about the reality of working The key focus for startups is to nurture these with larger companies and what are the main road corporate relationships during the product blocks that they want to overcome? WHY COLLABORATE? E D C A 45% of startups are looking to sell to corporates B A 45% of startups are looking to sell to corporates B 30% of startups want to collaborate with corporates to pilot a project or for a proof of concept C 17% want to partner with a corporate for distribution / resale purposes D 5% see corporate collaboration as a marketing / PR opportunity E 3% want to be acquired by corporates