30 corporate startups - Launched in-house

corporate
startups
30
WWW.BUNDL.COM
launched
in-house

We want to inspire
you with 30
examples of
corporate
startups, launched
as internal
startups, with the
goal of disrupting
from the inside
out.
PERSONALNOTE
The pace of change has never been this fast, and
corporations must look beyond their trusted walls
for opportunities to try and keep up.
I see a lot of enterprises reacting by acquiring
startups at high costs.
Other companies are seeking to disrupt from the
inside out, to innovate with the talent & assets they
already have. One has to wonder why more ﬁrms
don’t just start a new business unit, give it the
autonomy to pursue a new direction, and isolate it
from the existing business.
And that’s exactly what this deck is all about.
www.bundl.com
Thomas Van
Halewyck
Co-founder & Head
of Ventures at Bundl

c
The Corporate Startup story
Wildscape is part of Foundry Foods Inc., an
innovation hub established by Nestlé. With
full autonomy over the project, the
assigned team developed the brand and
product line in only 9 months.
Wildscape offers healthy frozen meals
made with vegetables, whole grains, and
meat.
What we tried to do
there is to
reproduce what
startup companies
would do, but
beneﬁting from the
scale and the
strengths of Nestlé.
#01FOOD&BEVERAGES
Wildscape I launched 2018
Laurent Freix
CEO Zone Americas
at Nestlé
wildscapefood.com
www.bundl.com

c
At MasterCard Labs, dozens of new
concepts are iterated at once. A few of the
notable products that have emerged from
there are ShopThis! and Qkr. Qkr was born
out of a 48-hour contest hosted by
MasterCard Labs called Innovation Express.
Qkr is a merchant-enabled mobile payment
service that enables users to pay at select
restaurants, theaters, schools, and others.
Though grab-
and-go retail is
becoming
increasingly popular
with those on the
move, consumers
maintain high
customer service
expectations. Qkr!
with Masterpass
provides them with
a frictionless retail
experience –
bringing together
self-service, fast,
seamless payments
and card safety and
security in new and
unique ways.
#02BANKING
Qkr I launched 2015
qkr.mastercard.com
Mark Elliott
President, Southern
Africa at MasterCard
www.bundl.com

c
Sony formed a new business unit focused
on fast-tracking new projects that don’t ﬁt
the mold of its existing businesses. Mesh
was launched as an in-house startup at
Sony, and it successfully landed a part of its
funding through Indiegogo.
MESH is a tool that lets you explore the
world of IoT (Internet of things) by adding
sensors or peripheral blocks to everyday
objects.
Our Seed
Acceleration
Program will
encourage us to act
and think with the
tenacity and bravery
of a new venture
#03IOT
MESH I launched 2015
meshprj.com Anthony Devenish
Global Comm. & PR
at Sony
www.bundl.com

c
Niantic is building a state-of-the-art,
planet-scale augmented reality platform for
current and future generations of AR
hardware.
Niantic Labs, the company that built the
Pokémon Go game, was formed inside
Google but spun out with the formation of
Alphabet. The reasons why are very
particular to Niantic, but they also reveal
some hurdles the search engine giant is
facing in its own corporate anatomy.
In a big company
like Google, you're
farther away from
your customers,"
Hanke says. "You're
not as hungry.
There's nothing like
that feeling of not
knowing whether
the company is
going to make it
#04MOBILEAPPLICATIONSANDGAMES
Niantic I launched 2010
nianticlabs.com
John Hanke
CEO at Niantic
www.bundl.com

c
Because Target had its own leadership, it
was able to avoid the legacy of Dayton-
Hudson’s corporate culture. Eventually,
Target was so successful that it restructured
the entire ﬁrm.
Target is the second-largest department
store retailer in the United States, behind
Walmart, and is part of the S&P 500 Index.
#05RETAIL
Target I launched 1962
target.com
A key to success
Dayton-Hudson’s
decision to create an
autonomous team
called Target to enable
the corporation to
survive the disruption
of the department
Target had a
total revenue
of 71.8€ Billion
in 2017, with a
valuation of
32€ Billion.
Clayton Christensen
Professor at Harvard
Business School
stores by discount
retail.
www.bundl.com

c
HumOn was created by Cooljamm, an
internal startup of Samsung Electronics
originated at their in-house incubator C-
Lab. It had 340K downloads during beta
tests alone. Cooljamm officially spun off in
2016, after its seed-funding stage.
HumOn is a mobile AI app that listens to the
user’s vocal sounds and creates a song
from the input.
Each great new idea
is the result of an
accumulation of
different ideas that
came before it.
People are the most
critical set of assets
of a company.
#06MUSIC
HumOn I launched 2016
hum-on.com
Joe Ahn
COO at Cooljamm
www.bundl.com

c
Hans Böhm and Arnaud Wynia have been
parachuted from Heineken to Beerwulf, a
digital startup that wants to sell specialty
beer. Heineken is the only investor.
Beerwulf is an online shop designed by and
dedicated to beer enthusiasts. They aim to
make great craft and specialty beers
accessible to everyone.
If we really want to
approach this from
the consumer, then
we really have to
work, think and
work as a start-up
outside the
Heineken group.
#07FOOD&BEVERAGES
Beerwulf I launched 2017
beerwulf.com
Hans Böhm
Managing Director
Beerwulf
www.bundl.com

c
Jetblack is one of several projects running
under Store No. 8., Walmart’s startup
incubator. Other initiatives include Project
Kepler and a virtual reality concept.
Jetblack is a personal shopping service over
text message, targeted at busy moms. Text
your shopping requests to Jetblack at any
time—day or night—and consider it done. It's fun being the
underdog a little bit,
especially in the e-
commerce space.
Walmart is at a
moment where
they're getting
serious about this
ﬁght.
#08RETAIL
Jetblack I launched 2018
jetblack.com
Jennifer Fleiss
Co-Founder & CEO
at Jetblack
www.bundl.com

c
Led by three ING employees, this internal
startup initiative is one of the ﬁrst visible
examples of ING’s innovation initiatives, and
thus a rare intrapreneurship success.
BuyRely is an innovative online payment
service that facilitates safe down payments.
#09BANKING
BuyRely I launched 2015
buyrely.nl
It has been amazing
to be part of a new
organisation. On a
personal level, it
made us realise that
you can do a lot
when you get out of
your comfort zone.
Ernst-Jan Stokvis
Co-founder Buyrely
www.bundl.com

c
Unlike other Pepsi products, Drinkfinity was
developed by a group of existing
employees who were plucked from the
company’s office and sent to work at a co-
working space, where they created
“hundreds” of prototypes for the bottle.
Drinkfinity is a pod-based beverage focused
on health and sustainability. All the materials
used are reusable or recyclable.
Sometimes ideas
are born in the
company,
sometimes we get it
from the outside
but this is a
wonderful example
of an idea born
from one of our
own employees
#10FOOD&BEVERAGES
Drinkfinity I launched 2014
drinkfinity.com
Louis Montoya
President, LATAM
Beverages, Pepsico
www.bundl.com

c
Avitas launched in June 2017 as a new
business—and internal startup—within GE
Ventures. GE estimates that the inspections
market, including industries such as energy
and rail, is worth $40 billion a year.
Avitas Systems develops and sells ﬂying,
crawling, and swimming drones meant for
inspections in the oil and gas industry
among others. We know this
equipment very well
so we can program
the robots,
regardless of type,
to gather the
information we
need for an
inspection.
#11INSPECTION
Avitas Systems I launched 2017
avitas-systems.com
Alex Tepper,
Managing Director
GE Ventures
www.bundl.com

c
MassMutual's in-house startup is marketed
to millennials by associating insurance with
positive life milestones.
Its corporate autonomy allowed it to stay
focused on its target demographic and
adapt quickly to the changing demands of
users.
Haven Life offers high-quality, affordable
life insurance online, packaged in a
beautifully designed and easy to use
product.
#12
Haven Life I launched 2014
havenlife.com
INSURANCES
We chose to keep
Haven Life distinctly
separate
from MassMutual to
provide it with the
autonomy it needs
to foster creativity
and an
entrepreneurial
spirit
Gareth Ross
Chief digital and
customer experience
officer at MassMutual
www.bundl.com

c
Adobe Spark was incubated by Adobe with
the Spark Growth team focused on all areas
of the funnel (AARRR: acquisition,
activation, retention, revenue, and referral)
Adobe Spark is a free online and mobile
graphic design app. It enables users to
easily create beautiful images, videos, and
web pages that help them stand out on
social.
The most important
thing was to get
executive support.
To have the
resources, to get
visibility, to
challenge the org
design and to
communicate
outside the
organisation.
#13FOOD&BEVERAGES
Adobe Spark I launched 2016
spark.adobe.com
Thibault Imbert,
Head of Growth at
Adobe Spark
www.bundl.com

c
Telco company Telenet expands further into
entertainment with its internal startup The
Park. Even though it is focusing on
location-based VR experiences, Telenet
aims to extend the platform to the living
room and smart devices.
The Park is a free-roam virtual reality venue
targeted to the everyday consumer, from
families to pro-gamers. This entertainment
playground promotes bonding group
activities in a world that reacts to the
players’ every move.
#14ENTERTAINMENT
The Park I launched 2018
theparkplayground.com
To do this well, we
do not have to think
like Telenet, but as
startups or
entrepreneurs.
John Porter
Chief Executive
Ofﬁcer at Telenet
Bundl built this
corporate startup
from scratch in
13 months
alongside Telenet
www.bundl.com

Do you want to
know more about
The Park?
READ THE CASE STUDY

c
Co-created by The Coca-Cola Company,
Wonolo wasn’t simply backed by the
company: it was actually co-created with
Coca-Cola.
Wonolo is beginning to create huge
strategic value for Coke.
The on-demand staffing platform Wonolo
allows business owners to schedule hourly
or daily jobs in minutes, providing control
and organization over the frontline
workforce.
#15STAFFING
Wonolo I launched 2014
wonolo.com
First we partner
with experienced
entrepreneurs and
invite them to join
our global co-
founder network.
Next we connect
them with a senior-
level advisor inside
one of our business
units and go deep
into the challenges
and opportunities
we’re facing at Coke
David Butler,
VP, Innovation and
Entrepreneurship
www.bundl.com

c
ApotheCARE Essentials, Unilever's ﬁrst new
brand of its kind in the last few decades,
targets the growing number of consumers
seeking natural beauty products.
A core team of about ﬁve people developed
the brand in just over a year within Unilever.
ApotheCARE Essentials is a premium hair
and skin care brand that emphasizes the
use of natural ingredients.
#16PERSONALCARE
ApotheCARE I launched 2017
apothecareessentials.com
The marketplace is
evolving so rapidly
and there are so
many different
business models
and new brands
coming in, it’s
exciting that we as
Unilever are piloting
some of the new
trends and even
leading the trends.
Piyush Jain
General Manager

VP Hair Care
www.bundl.com

c
NeoCare was founded by Dr. Jeff Jacques,
an internal physician at Aetna and parent
with ﬁrsthand experience of the challenges
that come with having a baby in the NICU.
The startup is now a part of Aetna's
Healthagen's subsidiary.
NeoCare Solutions is an app that supports
parents that have babies in the NICU, or
recently home from the NICU. It keeps
parents updated and provides useful
information and emotional support.
#17HEALTHCARE
NeoCare I launched 2014
neocaresolutions.com
My wife and I are
both doctors, yet
we often struggled
to understand what
was going on in the
NICU.
The experience
inspired me to
create NeoCare
Solutions, which
combines
experienced clinical
and emotional
support with the
convenience of
mobile technology.
Jeff Jacques
President and
Founder NeoCare
Solutions
www.bundl.com

c
Pop-ups are the retail ﬂavor-of-the-day. To
test AYEM—a startup homegrown at and
backed by Danone—the French food
company went directly to the consumer for
three weeks in a pop-up store in London.
AYEM is a quick-and-easy breakfast bowl
that offers healthy ingredients for the body
and mind.
#18PERSONALCARE
Ayem I launched 2018
myayem.co.uk
Síofra O' Shea
Digital Marketing
Manager UK
I have responsibility
for the topline of
AYEM, with the
mindset of a food
startup, where agility
and a test-and-learn
mentality are key.
www.bundl.com

c
As a company, Indigo has made interesting
bets on tech plays like Reco before: Kobo
began as an internal startup at Indigo,
before spinning out and eventually being
acquired by Japanese e-commerce
company Rakuten.
Reco is a simple way to discover, capture,
share, and discuss the books you love with
friends and trusted experts.
#19BOOKS
Reco I launched 2015
reco.com
Indigo is deﬁnitely
open to starting up
or incubating tech
startups in the
future, provided
their goals align
with Indigo’s core
interests.
Heather Reisman
Chief Executive at
Indigo
www.bundl.com

c
Mattress Firm is aiming to shake up the
bedding industry and appeal to younger
shoppers by launching this internal startup.
With Tulo, they let customers test out the
beds in Mattress Firm’s brick-and-mortar
stores.
Tulo is a mattress tailored to your sleep
style. Choose from soft, medium, and ﬁrm
mattresses, each designed to perfectly
support your body for the best possible
sleep.
#20MATTRESS
Tulo I launched 2017
tulo.com
We developed Tulo
in a startup-like
environment to
better meet the
needs of younger
consumers who
aren’t interested in
shopping in the
traditional way.
Sunni Goodman
SVP of
Communications
www.bundl.com

c
Developed in-house through Rabobank’s
Moonshot Accelerator Program, the
automated bookkeeping app is now an
independent company. A great example of
a successful spin-off.
Tellow offers digital convenience by making
bookkeeping simple, giving self-employed
professionals more time to grow their
business.
#21
Tellow I launched 2017
tellow.nl
BANKING
Tellow offers digital
convenience and
makes book-
keeping simple. The
spin-off shows that
Tellow is ready for
the next stage.
Kirsten Konst
Head Commercial
Banking
In just a couple
of months,
Tellow already
had more than
15.000 users.
www.bundl.com

c
GE took a bit of a gamble when it
announced it’d be putting $1bn into
its internal startup Current. With 330,000
staff worldwide, organizational change is a
big task, but things are sounding promising
with this startup setup.
Current blends LED lighting with digital
networks to make commercial buildings
and industrial facilities more energy
efficient and productive.
#22ENERGY
Current I launched 2015
currentbyge.com
The huge
opportunity with
the advent of the
industrial internet is
working out how
we connect the
digital world to the
industrial
world. Current is a
microcosm for what
GE is trying to do,
trying to be.
Pete Lau
Head of EMEA
at GE Current
www.bundl.com

c
While most of John Hancock’s offices are in
Boston, Twine operates as a separate unit in
San Francisco.
But despite being both geographically and
organizationally separate, John Hancock
states that the Twine team stays in contact
with the mothership through travel and
video conferencing.
Twine is a collaborative saving and investing
app for the iPhone.
#23
Twine I launched 2017
twine.com
BANKING
We surrounded them
with people with
subject-matter, legal
and compliance
expertise — our
advantage is that we
can bring to the table
to a startup something
Steven Dorval,
Head of Innovation
and Digital Advice at
John Hancock
that they would
otherwise have to
spend money on
themselves, and
instead they can invest
that money into
product engineering.
www.bundl.com

c
Verizon launched its new millennial-
targeted startup Visible very quietly. For
Verizon, the new company is most likely
about holding off attrition.
Visible is a new low-cost phone service
with no physical stores, no annual
contracts, and no foot-long bills. It offers
unlimited data, minutes, and messaging
services for the low, low price of $40.
This is something
that’s been the seed
of an idea for a year
or so.
#24FOOD&BEVERAGES
Visible I launched 2018
visible.com
Minjae Ormes
Head Of Marketing
at Visible
www.bundl.com

Do you want
to team up
and tackle
new markets
together?
thomas@bundl.com
Or reach out and get the
conversation started
CHECK OUR SERVICES

c
Orgalux wants to bring organization into
your daily life. By storing your belongings in
a well-thought-out arrangement and
layout, you have time for the things that
really matter.
#25FURNITURE
Orgalux I launched 2018
orgalux.com
For Van Hoecke,
as a B2B player,
Orgalux was
created to service
the B2C market in a
complete new
ocean for us.
Stijn Van Avermaet
Marketing Manager
at Van Hoecke
Bundl has co-
created this
corporate
startup with
Van Hoecke.
Orgalux was created as a separate brand
and unit within Van Hoecke, with a clear
focus on the direct to customer market.
With this internal startup, Van Hoecke aims
to explore the B2C channel for future
investments.
www.bundl.com

c
When developing Eno, the engineers felt
that it was important to meet the customer
where they are all day, every day—and 97%
of smartphone users text.
Eno is an intelligent texting assistant
from Capital One. Text Eno to interact with
and stay on top of your accounts, anytime,
anywhere.
#26BANKING
Eno I launched 2017
capitalone.com/applications/eno
This team is like a
startup inside a
company. We have
to be agile and
adaptable — we
have to move things
forward.
Steph Hay, VP
Conversational AI
Design + Integrated
Experiences at
Capital One
www.bundl.com

c
A FedEx innovation team has been at the
center of building businesses that leverage
IoT technologies. The ﬁrst is called
Senseaware.
SenseAware is a multi-sensor tracking
device that provides real-time location and
integrity monitoring of your shipments.
Monitor your package from your mobile
device, customize predeﬁned actions for
eventual occurrences, and use the gathered
data to improve your supply chain.
#27COURIER
Senseaware I launched 2009
senseaware.com
The trial with the life
sciences companies is
designed to help
FedEx make the “last
20%” of the product
more efficient.
Mark Hamm
VP Innovation at
FedEx
www.bundl.com

c
Swell, an impact investing startup, was built
inside Pacific Life to offer different types of
products for a new clientele. Swell's
autonomy lets Pacific Life test new product
approaches and build a culture of agile
development throughout the company.
Swell is an investing platform that helps you
finance high-growth companies that are
solving global challenges.
#28BANKING
Swell I launched 2017
swellinvesting.com
When Fanger came
to us with the idea
for Swell, we
recognized an
opportunity to
support a new kind
of asset
management
option that filled a
gap in the investing
universe
Adrian Griggs,
Executive Vice
President and COO
at Pacific Life
www.bundl.com

c
Pressbox, launched in 2013 by two
graduate students, was acquired by Procter
& Gamble in 2018 and merged with its own
internal startup Tide Spin to create Pressbox
by Tide.
Pressbox by Tide provides 24/7 dry cleaning
& laundry on demand. Users can place an
order through the mobile app and drop off
their clothes in one of the 300 Pressbox
lockers across the US.
#29LAUNDRYSERVICES
Pressbox I launched 2013
pressboxbytide.com
Since P&G has
never done
anything like Tide
Spin before, we
really were starting
this up from
scratch.
Mark Caswell
Chief Marketing
Officer at Tide Spin
www.bundl.com

c
General Motors Co. is launching its car-
sharing business Maven as part of the
company’s broader strategy to navigate
through a rapidly changing automotive
world.
Maven provides car sharing and car rental
services connected by technology & 4G LTE
WiFi™.
Every dollar GM
invests in Maven it
gets a return on.
#30TRANSPORTATION
Maven I launched 2016
maven.com
Julia Steyn,
Vice President,
Urban Mobility and
Maven
www.bundl.com

Discover more on the blog
READ THE ARTICLELISTEN TO THE PODCAST
WATCH THE INTERVIEW

We build ventures,
with corporations,
from the ground up
Corporates are in pole position to
create the businesses of tomorrow.
We enable entrepreneurship to do so.

Making cycling future
proof
A new physical
security standard
A full service immersive media
agency
Organize your kitchen in a
practical way
Horizon helps you to save up
for your dreams
Your dream house, our
residential loan, your home
SEE WHAT WE CAN DO FOR YOU
Some of our
success cases

Brands that
trusted us
DISCOVER WHY

30 corporate startups - Launched in-house

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

30 corporate startups - Launched in-house