Large multinational corporations often ask, “how do we best innovate and compete with the smaller, fast-moving and well-funded startups…” At the same time, startups are desperately trying to figure out how to best work with large corporations who could provide opportunities, scale, infrastructure, systems, etc. Thousands of corporations are attempting to bring a startup culture in-house, yet often failing to realize what actually makes a startup culture and how to reward and recognize “intraprenuers”. So how do startups and multinationals best work together? Collaboration!
Commercial collaborations are often one of the easiest and most efficient ways to innovate. Corporations are able to quickly “test & learn” while gathering valuable data, consumer insights and customer feedback. For the startups, they can tap into the vast resources of the large companies and leverage the experience, connections, and resources which are often taken for granted.
In 2012, while running SoloHealth (now Pursuant Health), a self-directed Health Kiosk, I got a call I waited for, for nearly five years; it was from the largest mass-merchandiser on the planet… they said, “your pilots exceeded our expectations; how soon can you be in 3,000 locations?” I will never forget that moment…It was exciting and it was terrifying. How could we possibly develop, build, deliver and serve 3,000+ health kiosks in all 50 states. How would we get the money to make this happen?
Dig Your Well Before You are Thirsty
Fortunately, we had been “Digging our Well” [Thanks Harvey MacKay] for nearly four years. We had formed relationships with large multinational corporations including DELL Computers, Intel, Wellpoint, Blue Cross Blue Shield, RedBox, and Walmart. Each of them had a vested interest in our success. When we got “the call”, I scheduled an emergency meeting with the management team on a Saturday. We made a list of all the activities that had to get done and all the resources that would be necessary. The list was long and it was scary. Security, privacy, logistics, distribution, finance, marketing, contracting, just to start. We then looked at our various partnerships and realized they each had much more than cash to bring to the table… they had teams of resources, experience, knowledge, systems and infrastructure. So, on the following Monday I started making calls to our partners… I explained our situation and asked for their help.
I am happy to say that our partners came through in a big way. In the summer of 2012, SoloHealth was producing over 40 units per day and installing over 50 units per day in retail locations throughout the U.S. It was amazing. DELL provided us with $25M in debt to scale, however equally valuable was their legal team who helped us with security, privacy and contracting. RedBox, who once had over 50,000 units in retail, brought in their logistics team to help us figure out how to deploy quickly and efficiently. In less than three months we had installed over 3,000 units, each of which was being used an average of 40+ times/day. Over 3 million people a month were testing their blood pressure, vision, body mass index, etc. We couldn’t have pulled this off without our strategic partners.
If You are Wildly Successful, Who Wins?
When I advise other startup founders & CEOs I like to ask, “If you are wildly successful, who wins?” The “winners” should be early investors, partners, customers, board members, advisors, etc. They will be the biggest champions and are able to open up their vast resources. After-all, they want you to be successful.
For large Corporations wanting to be more innovative, I suggest they do an exercise I learned from Solve/Next called, “Asset Jam”. It’s a visual inventory of all the resources you currently have available that could help a startup to be successful. Most companies are surprised at how extensive this list is. Here is a Top-10 list of assets most companies take for granted:
- Customer Relationships & access – to drive revenue
- Regulatory resources – to reduce risk
- Marketing/Communications – to get the word out
- Customer Service / Ops – to manage satisfaction, returns, call center
- Corporate Strategy – to refine the revenue model
- Human Resources – to assist with hiring
- Legal – to help with contracting, IP strategy
- Security & Privacy – to button-up backend systems
- Engineering / IT – software architecture
- Finance – cash flow management, debt, etc.
80% And Go
Another concept I like to introduce to Corporations is, “80% and Go!” Don’t expect 100%. Consumer are no longer wary of products that are not perfect. According to Bruce Haymes, “Consumers want the latest and greatest and they are willing to experiment. Enterprises are coming to the same conclusions – fast, innovative solutions no longer need to be 100% or offer five 9’s of reliability. Consumers are now active supporters of startups, participating in the startup phenomenon on easily accessible platforms like Kickstarter and Indiegogo. Startup culture is now mass culture. For large companies, traditional defense tactics are no longer an option to stave off the competition posed the relentless innovation and disruption of startups.”
Startups can disrupt and create a lot of angst for large multinational corporations. However, with effective collaboration programs this angst and be converted into opportunities. Make it Happen!
Bart Foster is the Managing Director of Sanitas Advisors, a firm focused on corporate innovation, strategy, revenue acceleration, and executive coaching & training. Their core expertise is in developing strategic partnerships, opening new channels of distribution, and driving consumer engagement across consumer products and retail. They also facilitate design thinking and innovation workshops for multinational companies.
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