El viaje de la colaboración

How to improve the relationship with a corporation?

Establishing successful and lasting relationships with large corporations may seem like a Herculean task, but it is of utmost importance for startups. These relationships not only provide opportunities for growth, but can be the difference between success and failure in the corporate ecosystem. Knowing our customers, understanding their dynamics and building lasting relationships is critical. This content will explore how organizations distribute their efforts and how we can effectively collaborate with them.

How are a corporation's efforts distributed?

Corporations traditionally follow an effort distribution scheme known as "Mackenzie's Three Horizons." Although some suggest that this scheme is outdated, it is still useful for understanding how investment and effort is distributed:

• Horizon 1: Represents the core business, with a focus on maintaining and optimizing the current operation. Approximately 70% of the budget and resources are allocated to this area.
• Horizon 2: Aims at exploring and improving current products or expanding into new markets. Approximately 20% of resources are allocated to this area.
• Horizon 3: Focused on disruption and innovation. New businesses and markets are explored here, allocating about 10% of resources, although this may vary.

Where do startups fit into this scheme?

Startups, being considered innovation labs, are usually born in Horizon 3, engaging in market transformations. As they mature, they move to Horizon 2, seeking strategic alliances even with corporations seeking to innovate.

How to align visions between startups and corporations?

The key to successful collaboration lies in understanding that while corporations are anchored in Horizon 1, startups are operating in Horizon 3:

1. Listen and adapt: You must constantly understand the corporate position and adapt your message as discussions progress.
2. Measure progress: Establish clear indicators of success. These may include new customer acquisition, process improvements, or increased visibility.
3. Communicate results: It's not enough to make progress; you must ensure that the corporation sees and values that progress.

How to avoid zombie projects?

Zombie projects are those that promise a lot but don't move forward. To avoid them:

• Review your KPIs: These indicators will help you detect when a project starts to stagnate.
• Stay realistic: It is crucial to evaluate how many resources are being consumed without return and not be afraid to re-evaluate the continuation.

Why is it important to know a corporation well?

The bureaucracy involved may seem overwhelming, but knowing your client thoroughly gives you the advantage of anticipating their needs and internal policies. This knowledge can be so valuable that you may come to understand the organization better than they do, strengthening connections and increasing trust.

How to exchange experiences with other startups?

No startup is alone in this journey; sharing experiences and learnings with others can be of great help. Other startups can offer valuable insights on how to act with specific corporations or regulatory sectors, paving the way to success in the ecosystem.

This process of collaborating with corporations is constant, evolving, and full of learning. Stay motivated and move forward with determination, because in the end, every effort invested in getting to know your allies will reward you with successful and long-lasting relationships.