Born in 1990 in the Scandinavian countries and highly developed in Germany since 2008, Media for Equity consists in exchanging advertising campaigns for a minority stake in a start-up.
Since then, more than 400 companies in Europe have used this model to accelerate their growth. By becoming leaders in their sectors, companies such as Zalando, e-Darling and Trivago are all start-ups that have helped to democratize Media for Equity.
For a B2C (or C2C) start-up, the first essential step to success is to design a product or service that meets a real need and provides the perfect user experience. Then, it will take up the challenge of building an initial community that will serve as a solid base for growth. The construction of this foundation is generally the result of a targeted digital acquisition and content management strategy.
However, in order to emerge and assert itself in its competitive environment, the start-up will need to quickly gain notoriety. Thus, in a time-to-market logic, offline multi-media communication becomes an essential step towards becoming a leader.
5M Ventures has developed a unique cross-media offer enabling growth companies to benefit from a targeted and geolocalized offer according to their needs.
Start-Up companies can thus benefit from a powerful media pool in Television, Out-of-Home, Radio and Press.
5M Ventures has an independent Media for Equity fund in order to promote neutrality in the choice of partners for the start-up.
In addition, 5M Ventures intends to position itself as an intermediary and trusted third party in a Media for Equity transaction. Thus, 5M Ventures becomes a shareholder of the start-up and manages the participation on behalf of the media group.
In order to accelerate the growth of the start-up internationally, 5M Ventures has created the European Media For Equity Alliance. Founded with M4E’s main European funds, the alliance enables accelerated start-ups to develop in the French, German and Spanish markets.
WHAT ARE THE BENEFITS FOR THE START-UP ?
Benefiting from preferential media rates
Build a strong relationship with 5M Ventures’ partner media groups
Access to regional, national and international offers depending on the maturity of the start-up
Benefit from personalized support in the implementation of the communication strategy
Media for Equity allows the start-up to increase its notoriety without impacting its cash flow.