Munich Startup: Everyone in the startup world is probably familiar with the term "unicorn," but the "zebra" is still relatively new. Can you briefly explain what it means?
Pierre Dominique Ostrowski, Zebra Embassy: In the business world, zebras represent startups that strive for sustainable economic viability while simultaneously aiming to achieve rapid profitability. Their focus on sustainability, social responsibility, and creating long-term value clearly distinguishes them from unicorns, which focus on rapid growth and a billion-dollar valuation. Especially in countries like Germany, which are dominated by medium-sized companies, it's clear that not every company has to aim to become a unicorn. The zebra business model therefore focuses on sustainable growth and creating positive social and environmental impact, rather than focusing exclusively on rapid scaling and disruption.
“Zebras need an environment that supports sustainable and stable growth”
Munich Startup: So that means that a zebra needs different conditions for its growth?
Pierre Dominique OstrovskyWhile unicorns often grow in an ecosystem that promotes rapid scaling and market dominance as quickly as possible, zebras require an environment that supports sustainable and stable growth. They seek funding opportunities that support their vision without forcing them to compromise their values or social mission. Instead of rapid expansion at any cost, zebras value collaboration, community, and the creation of real, long-term value. In this sense, a zebra's growth is often more organic, deeply rooted, and aligned with the needs of its stakeholders.
Munich Startup: And that's where Zebra Embassy comes in? What exactly do you do?
Pierre Dominique Ostrowski: This is exactly where Zebra Embassy comes in. Our mission is to accompany companies on their journey and integrate the mindset and values of Zebra companies into their business models and strategies. This is not just about Startups or smaller companies. Even companies that aspire to or have already achieved unicorn status can benefit from the Zebra philosophy. In times of crisis, pressure for efficiency, and austerity measures, the Zebra's sustainable, community- and cooperation-oriented approach can offer decisive advantages.
Zebra Embassy supports the application for government funding
Currently, we are focusing primarily on supporting startups and scale-ups in state funding to apply for and utilize strategically. Our focus is not just on pure funding, but above all on creating a balanced funding mix. The research allowance, in particular, which can be applied for retroactively for up to four years and provides funding of up to one million euros per year, has established itself as a crucial source of financing for many young (tech) companies in Europe. To date, our team has generated over 50 million euros in funding from the research allowance for our partner companies, among other things.
Our vision is to establish Zebra Embassy as the 'McKinsey of the Zebra movement' in the coming years, laying the foundation for sustainable growth of startups and scale-ups in Germany.
Munich Startup: Can you give examples of this?
Pierre Dominique Ostrovsky: So far, we have advised over 150 startups from a wide range of industries, including Munich-based companies such as Kinexon, Everdrop, Freeletics and EdurinoEach of these startups had unique requirements and challenges regarding government funding. With our expertise, we were able to effectively guide them through the often complex application process and help them obtain the financial support they needed to advance their sustainable and innovative projects.
Munich Startup: And how is it worth it for you?
Pierre Dominique Ostrovsky: Our business model is based on a commission-based structure. This means that we are only paid if the startups we advise actually receive government funding. This model not only protects the companies' liquidity, especially in the critical early stages, but also ensures that our interests are closely aligned with our clients' success. Should an application be unsuccessful, the companies do not face the additional financial risk of a consulting fee. This model also reinforces our commitment to doing the best possible work and providing the best possible support to our clients.
“Solutions for sustainable financing in the startup industry”
Munich Startup: What prompted you to found Zebra Embassy?
Pierre Dominique Ostrovsky: After working in various roles in the startup world over the past decade, including at Freeletics, Unu, and XO Life, and experiencing the challenges of funding firsthand, we saw the need to support startups. The diverse perspectives and challenges of startup funding motivated us to develop solutions for sustainable financing in the startup industry.
The shift from unicorn hype to a more sustainable ecosystem in the startup industry was a key driver for us. Our interdisciplinary team combines expertise from technical, legal, and financial fields to ensure holistic consulting. Thanks to our in-depth knowledge of both the application process and the startup and tech industry, we bridge the gap between these two worlds.
Munich Startup: What actually makes a successful startup?
Pierre Dominique Ostrowski: A successful startup is defined not only by rapid growth and high profits, but also by the ability to create long-term added value, both for its stakeholders and for society as a whole.
Zebra Embassy: Sustainability and sound business practices regain importance
Munich Startup: How do you assess the current market situation for startups, whether Zebra or not?
Pierre Dominique Ostrovsky: We are currently in a particularly exciting economic phase. In the last ten years in particular, aided by the zero interest rate environment, some absurd business models based purely on "growth at any price" have been financed. It seemed as if the mere idea would be enough to secure considerable sums of investment. This trend has recently slowed, due in part to a generally more demanding investment climate, but also to an increased sensitivity for sustainable and robust business models. Despite these challenges, we firmly believe that if a company positions itself in a solid, transparent, and sustainable manner, it will fare relatively well in every economic phase. It is encouraging to see that sustainability and sound business practices are regaining importance in the current economic situation.
We recommend that startups build a community, in the spirit of the Zebra movement, and join networks that share their values. Together, you can often achieve more than alone – this is especially true for niches that don't make the headlines every day.
Munich Startup: Is the Munich startup scene the right environment for a Zebra?
Pierre Dominique Ostrowski: Munich offers a dynamic and growing ecosystem for startups. With a mix of technology centers, investors, and a strong network of entrepreneurs, it's fertile ground for zebras seeking sustainable growth and collaboration. As graduates of LMU and the CDTM, we benefit from a large network in the Munich startup industry. Philipp also earned his doctorate at the CDTM and was part of the management team. Successful startups like Personio were founded during his teaching career.
“We rely on collaboration and co-creation”
Munich Startup: Do you actively engage in acquisition or should founders contact you themselves?
Pierre Dominique Ostrovsky: We are not currently actively involved in sales. Our clients primarily come to us through referrals and our network. However, we are always happy to welcome founders who proactively seek support. We are currently focusing more on public relations to promote the Zebra mindset and sustainable growth in the startup scene. Our vision is to embed this philosophy within the startup community by highlighting the opportunities for positive change. We focus on collaboration and co-creation instead of elbow fights to shape a better future for startups.
Munich Startup: And if a startup wants to approach you, who can they contact?
Pierre Dominique Ostrovsky: Interested startups can contact us directly via our website. All relevant contact details can be found on www.zebra-embassy.com.
