{"id":13364,"date":"2018-07-22T09:37:39","date_gmt":"2018-07-22T02:37:39","guid":{"rendered":"http:\/\/yup.edu.vn\/?p=13364"},"modified":"2026-10-01T01:32:26","modified_gmt":"2026-09-30T18:32:26","slug":"loi-khuyen-cho-startup-lam-the-nao-de-hop-tac-voi-ca-lon","status":"publish","type":"post","link":"https:\/\/yup.edu.vn\/en\/loi-khuyen-cho-startup-lam-the-nao-de-hop-tac-voi-ca-lon\/","title":{"rendered":"Advice for startups: How do you work with the \u201cbig fish\u201d?"},"content":{"rendered":"

Working with people from other backgrounds creates distinctive value. Therefore, when seeking solutions to major business challenges, large corporations tend to partner with startups.<\/span><\/strong><\/p>\n

\"Advice<\/span><\/p>\n

To succeed, startups need to know how to work with \u2018big fish.\u2019 Photo: Jim Nelson<\/span><\/p>\n

According to Barbara Guerpillon, who heads innovation for Unilever Foundry (a project allowing brands to test new technologies and ideas faster than the old model) in Southeast Asia and Australia: \u201cOn one side you have very large brands with highly professional marketing models, and on the other you have startups with flexibility, the latest technologies, and the ability to grow very quickly. Those are very interesting qualities. Moreover, if you bring all of them together, something magical happens.\u201d<\/span><\/p>\n

However, while diversity can support innovation, it also brings challenges. To ensure smooth collaboration, Oliver Gilbert, director of Next Billion, a startup partnering with Unilever since 2013 and continuing on many projects, believes discussions must be clear and everyone needs adaptability and openness.\u00a0<\/span><\/p>\n

And below are effective ways for the \u201csmall fish\u201d to overcome challenges in their relationships with the \u201cbig fish,\u201d according to Mr. Gilbert.\u00a0\u00a0<\/span><\/p>\n

Effective Communication<\/strong><\/span><\/p>\n

Because corporations and startups may differ in their goals or plans for expanding the business, clear communication is truly essential. Ms. Guerpillon shared: \u201cWe very often find that startup entrepreneurs may not understand what is needed to scale a project so it can be useful to Unilever.\u00a0<\/span><\/p>\n

We are the world's 2nd-largest advertiser, with 2 billion customers using our products every day, so when we talk about scaling, the scale is truly enormous. And sometimes entrepreneurs struggle to imagine that scale.\u201d<\/span><\/p>\n

\n

Mr. Gilbert also said they had to learn to adjust their KPIs (Key Performance Index) to align as closely as possible with Unilever's KPIs, and had to figure out how to adapt their goals. He shared that the two companies had a common vision of \u201ccreating commercially sustainable social impact,\u201d while their typical differences lay in business tactics, such as timelines or each party's areas of interest\u2026<\/span><\/p>\n

Clearly define the possibilities<\/strong><\/span><\/p>\n

The novelty of a solution also means that no clear outcome lies ahead. Gilbert said, \u2018In any circumstances, building new things with partners always means you cannot have a standard roadmap, and this is particularly true of our service, which uses technology and data in emerging rural markets.\u2019<\/span><\/p>\n

Thus, clear definitions of possible outcomes are important so the company can execute, develop and progress. \u201cWhen we begin a new project, clearly defining what growth means and establishing a process to achieve it has always helped us plan complex details,\u201d Gilbert shared.<\/span><\/p>\n

Responsive, adaptable, and open-minded<\/strong><\/span><\/p>\n

Mr. Gilbert also emphasized the importance of listening and keeping an open mind when working with different brands. He said: \u201cNo two brands or companies have identical interests in the same market, which is why being flexible, open-minded and responsive is so important.\u201d<\/span><\/p>\n

Ms. Guerpillon also commented: \u201cYes, there will be risks when working with startups and new technologies, but those risks can be managed.\u201d<\/span><\/p>\n

Collected.<\/strong><\/span><\/p>\n

>> Great Articles on Entrepreneurship<\/a><\/span><\/p>\n

>> Business Startup Course<\/a><\/span><\/p>\n

>> Success Energy Activation Course<\/a><\/span><\/p>\n

>> Business Consulting Program<\/a><\/span><\/p>\n<\/div>\n

Ch\u01b0\u01a1ng tr\u00ecnh li\u00ean quan t\u1ea1i YUP Education:<\/strong> X-Startup \u2013 kh\u00f3a h\u1ecdc kh\u1edfi nghi\u1ec7p \u00abKh\u1edfi Ch\u00e1nh Nghi\u1ec7p\u00bb<\/a> \u00b7 The Journey \u2013 l\u1ed9 tr\u00ecnh ph\u00e1t tri\u1ec3n doanh nh\u00e2n<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Vi\u1ec7c h\u1ee3p t\u00e1c v\u1edbi nh\u1eefng ng\u01b0\u1eddi t\u1eeb c\u00e1c n\u1ec1n t\u1ea3ng kh\u00e1c s\u1ebd t\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u0103\u0323c bi\u00ea\u0323t. V\u00ec v\u1eady, tr\u00ean con \u0111\u01b0\u1eddng t\u00ecm gi\u1ea3i ph\u00e1p \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c th\u00e1ch th\u1ee9c l\u1edbn trong kinh doanh, c\u00e1c t\u1eadp \u0111o\u00e0n l\u1edbn c\u00f3 xu h\u01b0\u1edbng b\u1eaft tay v\u1edbi c\u00e1c d\u1ef1 \u00e1n kh\u1edfi nghi\u1ec7p. \u0110\u1ec3 th\u00e0nh c\u00f4ng, […]<\/p>\n","protected":false},"author":1,"featured_media":13365,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-13364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"_links":{"self":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/13364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=13364"}],"version-history":[{"count":3,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/13364\/revisions"}],"predecessor-version":[{"id":18330,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/13364\/revisions\/18330"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media\/13365"}],"wp:attachment":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=13364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=13364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=13364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}