The Growcery

Open Innovation for Growth

Startups.be | Scale-Ups.eu’s open innovation service, The Growcery, is specialized in matchmaking programs between corporates and startups and scale-ups.

We lead an end-to-end trajectory to find the ideal startup to collaborate with, from ideation to first contact. Thanks to our methodological approach we can tackle projects for all industries and functional areas, a selection of which is illustrated in our use cases.
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The Growcery has a proven track record in scouting services and follow up events (such as accelerators, hackathons, …). Our scouting scope normally focuses on Europe but detailed focus geographies can be defined.

Our unique search framework combines:
•  multiple databases including our own curated database
•  an extensive network of partner hubs across Europe
•  Startups.be | Scale-Ups.eu's expertise in the startup and VC ecosystem

Prototyping & Testing

Want to launch a product?
We offer a ‘one week to launch your product’ initiative by P&G at Workero.

Sharing & Mentoring

Looking for opportunities?
Our open innovation platform can connect you with numerous startups, globally.

STEP 01

Challenge
Definition

2 weeks

During intake meetings with various stakeholders we determine the context (functional area, root causes & desired solutions) and 3 specific use cases to tackle.
In doing so we focus on your organisational priorities while keeping in mind relevant tech verticals and qualifying startup or scale-up profiles

STEP 02

Solution
Scoping

3 weeks

Based on the problem statement, Startups.be | Scale-Ups.eu will provide an overview of different types of solutions.
During client feedback meetings the scope will be narrowed down further in order to only propose the most relevant solutions.

STEP 03

Startups
Scouting

2 weeks

Once the exact needs are defined, we will start sourcing startups & scale-ups.
They will be recruited using a multi-touchpoint methodology involving our extensive VC and accelerator network, targeted mailings towards 3000+ startups and scale-ups in our database and social media campaigns.

STEP 04

Pitching
Event

2 weeks

Based on the companies sourced we will provide an overview per company with key achievements and products to use as a decision tool.

STEP 05

Startups
Recruiting

2 weeks

In this final step, the startups will pitch their solutions towards different stakeholders within the company to see whether there’s an exact fit.

Use cases

March 2020
Sustainability
For P&G and its value value chain partners we were asked to source startups and scale-ups to help P&G decrease the environmental footprint of their in store activations. As sustainability takes a prominent place in the consumer journey and decision making process, P&G wants to invest in a future with a minimal environmental impact of its products. 
Results
1 global contract signed
2 other contracts being scoped for implementation 
3 MVPs set-up with P&G and its value chain partners
Together with P&G we...
Defined the challenge
Lowering the footprint of point-of-sales materials without losing impact.
Narrowed the scope
We selected 6 potential solution types, among which: novel instore approaches, greener materials and circular approaches.
Selected the startups
Our 6 solution types led to 14 potential startups. All offering a solution that can contribute to solving the challenge.
Organized a pitching day
The pitching day was attended by P&G and 2 of its sourcing partners. All had the opportunity to discuss with the startups directly.
May 2020
Marketing
The goal of the assignment was to bring innovation into Nestlé’s marketing funnel. While the exact scope of the assignment was not clear at first, we defined it further during the intake meetings. After initial discussions, 3 separate trajectories were started in order to make maximum impact.
Results
3 MVPs set-up
Together with Nestlé we...
Defined the challenge
Increasing the impact of marketing tools along the various steps of the marketing funnel: content creation and customer acquisition
Narrowed the scope
We selected 3 potential types of solutions: content marketing, event marketing and sampling.
Selected the startups
Our 3 solution types led to 15 potential startups. All offering a solution that can contribute to solving the challenge.
Organized 3 pitching days
To accommodate all the pitching startups we organized 3 pitching days. There, Nestlé discussed solutions with the startups directly.
September 2020
Process improvement
We supported GSK in the organisation of the Hack Days. The goal was to find the right external innovation partners to improve internal processes and enhance efficiency. We were instrumental in translating the needs of internal stakeholders into clear definitions and sourcing the right companies. Due to the heavily regulated industry the majority of the selected companies was quite mature.
Results
13 companies progressed towards GSK hack days
where will be decided whether the product is the right fit.
Together with GSK we...
Defined the challenge
In defining the challenge we focused on internal stakeholder alignment. We provided a framework for prioritization and decision making.
Narrowed the scope
The final scope was twofold. To increase efficiency we looked at:
- eCTD files
- syringes labelling
Selected & sourced 13 companies
We provided a content framework for the internal communications team at GSK and sourced companies through fitting the scope.

Other services

Get in touch and start cultivating open innovationDownload tips & tricks to fast track your innovation’

Prototyping & Testing

Want to launch a product?
We offer a ‘one week to launch your product’ initiative by P&G at Workero.

Sharing & Mentoring

Looking for opportunities?
Our open innovation platform can connect you with numerous startups, globally.

Discover more The Growcery-news!

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Big corporates are realizing more and more that innovating fast and efficient is key to survive in a competitive landscape.

The Future of Marketing Research - An emotional survey without panelists

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December 13, 2019

Emotion is what really drives our purchasing behaviors, and also, our decision making in general.

Sustainability Flash-Hack @The Big Score

Sustainability Flash-Hack @The Big Score

November 29, 2019

Thanks to The Growcery Sustainability Flash-Hack several ‘matches’ were identified that will now lead to new, impactful collaborations!

The Growcery, the open innovation pilar of Startups.be | Scale-Ups.eu, is part of InQbet. The InQbet campus and accelerator aims to increase the success of SMEs in marketing innovative products and business models.  

InQbet is P&G’s powerhouse accelerator to connect with startups, corporates and research partners. Innovation is all about providing extra consumer value by combining insights with technical expertise. Active partnerships provide insights, expertise and technologies which help P&G delight consumers and improve their lives. InQbet is providing both a physical (office space) and virtual network (growth & development program) in partnership with Workero at their Brussels Innovation Center.  

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