Scope the launch.
We’ll read the roundtable output or your brief and come back with a plan and a price.
For corporate venture
Innovation GTM.
For ventures backed by corporate capital, whether invested in or incubated, that have to go to market without inheriting the parent’s constraints.
Engagements start at $20,000 a month.
If you’re here from Explorers Lab, this is the team that takes what the roundtable surfaced and puts it in the market.
Parent · The first question
How close does it stand to the parent?
Stand alone
Its own name and its own market.
The parent stays invisible. This is right when the venture sells to customers the parent can’t reach, or into a category the parent’s brand would slow down.
Endorsed
Its own name, with the parent’s credibility.
The venture leads and the parent signs. This is right when buyers need to trust the balance sheet behind a new product.
Arm’s length
Held far enough away that a failure doesn’t touch the parent.
Sometimes the point of the venture is its option value, so the brand is built for the parent to fold it back in or walk away.
Launch · Brand innovation
Then the same system, built to launch.
Brand is one of Doblin’s ten types of innovation, and it is the one corporate ventures most often skip.
We treat it as the first system rather than the last coat of paint. That means positioning, the design system and the go-to-market motion, wired to AI and handed to the team that will run it.
Decide the distance.
We agree with the sponsor, in writing, whether the venture stands alone, is endorsed or is held at arm’s length.
Build the brand.
We build the strategy, the design system and the assets, with the operating system underneath.
Run the motion.
Our operators test and refine the marketing and sales system in the market.
Hand it off.
We recruit and train the team, write down what works and leave the system behind.
Two ways in.
Start with the Diagnostic.
If the venture is already in the market and has stalled, start where sponsors start.