"The extent to which this action is decent for the startup comes down to how scrupulous (or not) the agency and brand are - something we've been exploring with the IPA in our recently released Startup Toolkit. We believe it is absolutely essential when designing corporate accelerators (or any form of one-off engagement that involves brands, agencies and startups), that it's a win-win-win."
"Think that sounds like stating the obvious? Well, you'd think so but there are enough stories out in the market of brands and agencies using accelerators as a way to cheaply outsource problem solving, making startups more than a little gun-shy. This unscrupulousness - coupled with the proliferation of corporate accelerators - means that start-ups are (rightly) being more choosey about who they align themselves to."
""From the moment we met at a conference in Amsterdam we hit it off. Adobe could see the value in our product, they were excited we'd built into Premier, creating the first ever way to create adaptive audio directly within the editor. They opened a lot of doors for us, giving us access to software and senior tech people to reduce the roadblocks and bumps in the road.""
Corporate accelerators create a three-way relationship where brands pursue startups, agencies pursue revenue, and startups can become squeezed by misaligned incentives. Accelerator outcomes for startups depend on how scrupulous the brand and agency are. Properly designed accelerators should create mutual benefit for brands, agencies, and startups. Some brands and agencies use accelerators to cheaply outsource problem-solving, which makes startups cautious and selective. High-quality partnerships provide startups with software access, senior technical support, and fewer roadblocks, aiding product integration and growth. Local tech communities are small, so accelerator reputation and positioning strongly influence startup participation.
Read at The Drum
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