Venture Studio vs. Venture Building: Decoding the Models That Shape Business
Corporates are constantly looking for ways to drive growth, stay relevant in the market, and find impactful ways to leverage their resources. Enter venture building - a systematic approach to designing, building, and operating new startups, also known as ventures. Venture building is a rapid, methodical process that allows a variety of ideas to be developed, validated, and iterated into a single venture.
Words by: Selina Studer, Image by: Midjourney
Especially in a corporate environment, this process can be challenged by corporate bureaucracy, governance, and complexity that limit innovation activities. In particular, when it comes to moving from a validated idea to the launch of a business, this mindset can prevent corporates from bringing a venture to market. Once companies have successfully launched a venture, a lack of structures, methods, capacity and expertise can be challenging when it comes to repeating the process systematically. The same issues arise when launching multiple ventures at the same time. It takes a strategy, a roadmap and an ecosystem to build a successful venture portfolio, especially when corporates aim to be more cost effective and better utilize resources. This is where a venture studio comes in – a place where multiple ventures can be designed, built and run at scale simultaneously.
But what exactly is the difference between corporate venture building and a corporate venture studio? And which approach is best for your company?
Venture Building: A methodical process to build a single venture
Venture building is a process that allows companies to create, develop and scale a new venture from idea to successful launch and growth. The process begins with a problem that can be seen as an opportunity. This could be either a customer or market problem identified through market research, or a business or strategy problem from a corporate perspective. Within the process, multiple approaches to the problem are generated, tested, and verified through several iterations. Think of the process as a funnel: In the beginning, there are many ideas, which then become fewer and fewer until there is only one single venture left to launch.
To illustrate the venture building process, let's use a practical example involving a multinational beverage corporation with the idea to keep drinks cold in cars:
1. Venture Design
The process begins by identifying a problem and validating a solution:
- Identified Problem: Many drivers want to keep their drinks cold on the road and not drink them immediately. Solutions exist but do not fully meet consumer needs. They lack convenience.
- Solution Concept: Generate ideas about different concepts that address the identified consumer need or problem better than existing solutions. Develop some of these into concepts that can be tested.
- Prototyping & Customer Iterations: Create prototypes of the concepts and get customer feedback. Iterate or kill concepts until a validated concept emerges. In our case, developing a compact, energy-efficient mini refrigerator for use in cars is the most promising concept after feedback.
2. Build & Accelerate
Once the solution has been validated, the next step is to develop a minimum viable product (MVP), which can be seen as an initial version that can survive in the market.
- Launch the product: Complete a prototype that meets the needs of the target audience. Launch this MVP in a small, controlled market to test real-world use.
- Start generating revenue: Begin selling the MVP through selected retail channels and online platforms. Track sales and collect customer feedback.
- Hire a full-time team: As sales grow, hire a full-time CEO and key team members (marketing, operations, customer service) to meet increasing demand and scale operations.
3. Scale
With the MVP gaining traction, the focus shifts to scaling:
- Scale operations: Based on the success of the MVP, scale up production to meet broader market demand. Standardize operations to ensure consistent product quality and supply chain efficiency.
- Standardized Operations: Develop robust processes for manufacturing, distribution, and customer support.
- Follow-on investment rounds: Secure additional funding to support large-scale production, marketing campaigns, and expansion into new markets.
- Exit Strategy: Once the venture has successfully scaled and established a strong market presence, an exit strategy is planned.
Key Elements
- Dedicated Teams: The venture is supported by a dedicated team that uses the corporate's resources.
- Speed and Flexibility: The approach is methodical, with intensive support provided at each stage.
- Resource Allocation: Focused and dedicated resources and expertise are provided to the venture.
Venture studios: A Comprehensive Approach
A venture studio, on the other hand, provides shared services and strategies for building multiple ventures simultaneously. Put simply: A venture studio is venture building at scale. It is an independent operating unit, owned by the company, with shared services such as finance and administration, human resources, legal support, and infrastructure to ensure smooth operations and compliance. Having an independent unit allows ventures to have operational freedom. It also allows them to leverage existing synergies between the different ventures by having in-house experts who ensure that ventures are well-supported from a validated idea to the launch of a business. This allows corporates to create and test multiple ideas in parallel, resulting in a diverse portfolio of ventures. This portfolio strategy reduces overall need of resources, in turn reducing costs while significantly increasing the success or survival of ventures, based on hyper-care provided by studio experts.
Back to our example: A venture studio allows the multinational beverage corporation to build an entire portfolio of ventures. In addition to our energy-efficient mini fridge venture, the company could run all kinds of ventures in parallel, such as a new eco-friendly packaging solution, health and wellness beverages, a smart beverage dispenser or direct-to-consumer (D2C) beverage distribution all guided by a portfolio strategy which is informed by the long-term strategy growth plans of the organization.
Key Elements
- Independent structure: Find the best setup for your needs. Our industry expertise covers finance, legal, IP, and regulatory requirements, partnering with top-tier experts to ensure success.
- Enabling services: Our founder teams focus on the business. We handle legal, tax, HR, finance, accounting, and compliance, so your ventures can grow.
- Nurturing governance: We provide enabling governance and a strong proven portfolio strategy, balancing operational freedom with strategic control.
Outcome: In a venture studio, several use cases run through the venture building process at the same time, which results in a venture portfolio.
Key Differences: Venture Building vs. Venture Studios
The Right Approach
Comparing Outcomes and Success Rates
- Venture Building: Ideal for corporates that want to explore new revenue streams, and markets by building a venture.
- Venture Studios: Best for corporates looking to explore multiple venture ideas simultaneously. The portfolio approach diversifies risk and increases the potential for discovering successful ventures.
Long-Term Value Creation
- Venture Building: Creates a high-potential venture that integrates with or complements the client's existing business.
- Venture Studios: Creation of a portfolio of multiple high-potential ventures that integrate with or complement the client's existing business.
Conclusion: Embracing the venture studio Model for Innovation at Scale
As the corporate startup ecosystem evolves from traditional R&D and siloed innovation efforts to a more integrated, collaborative and systematic approach, venture studios offer a compelling model for innovation at scale. By leveraging shared resources, rapid experimentation, and a portfolio approach, corporates can accelerate their innovation efforts and increase their chances of success. The agility, speed and freedom to explore outside of core processes and corporate governance, while being guided by the principles of the core drive successful ventures. Whether you choose venture building to explore new ways of driving growth or venture studio as an independent operating entity to create a portfolio of ventures, each model offers unique benefits tailored to meet different organizational needs.