In New York - Winning Together

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August 2018




IN NEW YORK A Spotlight on Swedish-American Business

winning together NEW MEMBERS

















No. 4 2018


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Anna Throne-Holst: Publisher

Yasmina Backstrรถm: Editor-in-Chief

Isabella Cramner: Editor-in-Chief, Art Director & Editorial

Eustacia Huen: Editor & Writer

Alexandra Mix: Contributing Writer

August 2018



Guest Column by Michael Docherty



Featuring Richard F. Langan, Jr., Nixon Peabody


Featuring Fjällräven, SprinkleBit, Doberman & Sandberg Trygg






One-on-One with Marie Wall, Ministry of Enterprise and Innovation



Anticimex, Maria Nila, Unna Bakery, Cobble Hill Juice Company



New Gold Members Telia Company New Board Member, Christian Luiga

Featuring Paul Brody & Helena Robertsson, EY

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Sustainability, Sweden the Brand, Business in the U.S., and Entrepreneurship

How are you working to educate the next generation of unicorns? Q&A’s with Uni:s


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Chamber of Commerce, Inc.

expressed in signed articles are not necessarily those of the officers and directors of SACCNY.



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Acceleration Program Eight Startups & Scaleups to watch in 2018 Success Stories From Last Year

L ET TER FR OM T H E P R E S I D E NT Dear Members and Friends As the biggest Swedish-American network, SACCNY offers unlimited opportunities for collaboration. Join us this fall for our upcoming projects to enhance these opportunities!

Companies helping us to realize Gateway

ABB, Alfa Lval, AstraZeneca, Atlas Copo, Axel Johnson, Carlson, Circle Line Cruise, Diageo, Electrolux, Ericsson, Handelsbanken, Nordea, Patricia Industries, Perstorp, Pfizer, SAAB, SAS, Scania, Skanska, SKF, Svenskt Näringsliv, StenaLine & Volvo


For those of you who do not already know, SACCNY is in a league of its own. What differentiates us from other Chambers is our uniquely broad network of Swedish and American business professionals, comprising 267 active members and many more key players, spanning over 30 industries. Based on our network’s ample and diverse know-how, expertise and experience within a multitude of fields, we have successfully created a one of a kind web of parts and players—and an important hub for members to learn and contribute together. True to the spirit of SACCNY, the focus of our major projects this fall will be on co-creation. First, we are launching Gateway, our new state-of-the-art innovation platform—for co-creation and collaboration between member companies and a myriad of exciting players. Gateway will be a dynamic hub for Swedish innovation right here in midtown Manhattan. Second, we are excited to host more than 200 entrepreneurs, investors, industry giants, journalists, and academics at Innovate46 on October 10—an annual conference geared towards igniting partnerships and increasing corporatestartup collaborations by merging silos. Last, but not least, we are looking forward to this year’s Sustainology Summit on November 13, which will offer an eyeopening view of pathways within the global FoodTech movement for Stockholm, New York, and beyond through a field of decision-makers, entrepreneurs and disruptive companies coming together.

Recognizing the power of collaboration, we dedicate this issue, Winning Together, to exploring the ins-and-outs of partnerships, and how co-creation can drive innovation and development. Here, distinguished experts will guide us in the creation of sustainable and effective partnerships and beyond exploring how industry, academia and public sectors can or could work together to increase Swedish competitiveness and innovation, this issue will shed light on furthering growth. Moreover, we will delve into secrets for boosting corporate-startup collaborations. On that note, I wish to express my gratitude to EY—not only for sponsoring this issue and Innovate46, but also for sharing their perspective on co-creation as a source for innovation. I also want to pay tribute to each of our members across 30 industries. You are all the reason SACCNY is able to offer the richness of perspectives and possibilities for successful collaborations, through this issue and our many events. Ultimately, this is how we continue to build the strongest Swedish-American network.

Anna Throne-Holst, President, SACCNY


97% 88% 70% 60%

of employees and executives agreed that collaboration has a direct, positive impact on the outcome of a task or project 1 of corporates thought that collaboration with startups was essential for their own innovation strategy according to a survey by KPMG2 of startups aim to develop strategic partnerships when interacting with 3 corporations of corporates seek to interact with startups to explore new technologies and/or business models 4

1 Ingram Micro Advisor, ”5 Benefits of Collaboration in the Workplace”, 2017 2 Mocker, Valerie, “Winning Together - A Guide To Successful Corporate-Startup Collaboration”, 2015 3 Imaginatik & Masschallenge “The State of Startup/Corporate Collaboration”, 2016 4 Imaginatik & Masschallenge “The State of Startup/Corporate Collaboration”, 2016


VC Firm To Invest 150M SEK In Swedish Startups

Swedish Vodka Company Opens OUR/NEW YORK

Sweden, the birth place of Skype, Klarna, Izettle, Spotify and other unicorns, is a perfect breeding ground for entrepreneurs, and for important reasons. Beyond the wide range of talent, the startup sector enjoys major support from local business communities and Swedish government.

More than 80 years after Prohibition, there is finally another legal distillery in New York City. Aptly named Our/New York, this is one of Sweden-based company Our/Vodka’s several micro-distilleries around the world.

Why Sweden’s entrepreneurial sector is so successful

Recently, the state-owned venture capital firm, Saminvest, announced it will invest 150M SEK (approximately $17M) in the startup sector. As expected, this investment will mean more opportunities for Swedish startups, but particularly noteworthy is the angel investment itself and collaboration with three incubators, Sting, Minc, and Artic Business Incubator. According to Peder Hasslev, CEO at Saminvest, records have shown that this model has been successful in the UK and Finland. “In Sweden, this investment model will be the first of its kind”, he notes. Again, Saminvest’s recent investment demonstrates the government’s efforts to support startups. At SACCNY, we know these kinds of investments will create more successful companies in years to come.


Inside Manhattan’s First Legal Distillery Since The Prohibition

Among the most amazing features in this magnificent Chelsea location is—a bar, retail shop, and a combined public tasting room, which doubles as gallery and event space. This is of course also where the cornbased, ultra-premium Our/New York vodka is made— with each small batch being partly distilled, blended, and hand-bottled on the premise. On June 19, SACCNY became one of the first organizations to host an event for young professionals in this multifunctional space. Needless to say, for anybody looking for drinks, tours and tastings, this micro-distillery is an absolute must-go!

Uppsala Welcomes New Students This Fall

How Funding American Students Generates Interest in Swedish Education

Photo: Michael Caven

As part of the world’s growing interest in Sweden, Uppsala University—one of the country’s oldest and finest research institutions—is seeing more international applicants this year. In particular, there is a significant number of American students matriculating at the university, in part thanks to a joint program between SACCNY and Uppsala University called the Swedish-American Chamber of Commerce in New York Scholarship Foundation. Designed to globalize the student body at the renowned Swedish university, the foundation offers selected American students full yearly scholarships in order to pursue foundational or advanced level studies. This fall, Alexandra Wallace and Joshua Zahrbock have been selected to pursue their Master’s Degree, while Nikolaus Castilone will study for a Bachelor in Energy Transition, Sustainability and Leadership. Congratulations to these talented students!

Seat At The United Nations Security Council Inside The Country’s Global Responsibilities

Photo: Lisa Laskaridis

With 134 votes, Sweden was recently elected to hold a coveted and non-permanent membership on the United Nations Security Council for the 2018-2019 term and for the second time, this July, Sweden held the Presidency of the Security Council. This is a significant achievement for Sweden. For one, it has been nine years since the nation’s last stint in the council. Moreover, with the world continuing to face challenges, including the Syrian civil war, climate change, political tension within the EU, cyber threats, to name a few, Sweden will take on an exceedingly important responsibility. According to the Swedish Government, interstate collaboration is paramount to solving the challenges we face today. During this one-year term, Sweden will assist the Security Council in maintaining global peace and security, especially focused on organizing the daily agenda, ensuring efficiency, and advocating for action on the most pressing humanitarian crisis and conflicts.


Guest Column

Collective Disruption How Corporations and Startups Can Co-Create New Businesses

Michael Docherty ”This coming world of the virtual enterprise is one that is connected in a web of relationships with customers, suppliers and a curated group of entrepreneurs and startups that matter to one another”

Michael Docherty—Managing Partner of venture firm NextBig and author of Collective Disruption: How Corporations and Startups Can Co-Create Transformative New Businesses—talks about the secret to innovation success. As executives within successful corporations, we like to believe that our organizations have all the capabilities needed to innovate for our customers. We are the experts, the leaders; but when it comes to disruptive innovation, that is rarely true. In reality, large companies are often blindsided when it comes to disruptions. All of the strategies, business processes and management rewards systems within established companies are focused on optimizing a complex machine for growth and profits. These same characteristics stand in the way of creating transformative, breakthrough products and businesses. Startups, on


the other hand, run toward risk, iterating and pivoting toward breakthrough new business models. This is why corporations must learn to form stronger partnerships earlier with entrepreneurs and startups to build new businesses. Large corporations need new sources of growth, but struggle to embrace entrepreneurial, high-risk opportunities. Many startups excel at using speed and agility to incubate breakthrough ideas, but lack access to brands and distribution for scale. Companies must learn to play the disruption game and use it to continually reinvent themselves. The time has come to challenge the

paradigm that the startups are always the ones that disrupt large, established companies. Large companies can do it by learning to partner in new ways with these same startups that have been out to disrupt them. It is time to embrace collective disruption. Collective disruption is about applying the power of collaboration to transformative innovation and new business creation. It is about building and nurturing a network of entrepreneurs, technology startups and other creative minds that work in concert with your internal resources in a networked approach to rapidly envision, incubate and commercialize a pipeline

of transformative new products, services and business models. In the book Collective Disruption, I present a variety of successful collaboration models. They span from working with accelerators to embedding entrepreneurs within the organization. The common elements across these methods is early engagement and cocreation. Here are some things we can learn from emerging leaders:

1. Johnson & Johnson is currently identifying and engaging with earlystage startups and entrepreneurs in its four global innovation centers. Entrepreneurs gain critically important support from J&J scientific, regulatory and business experts residing in these innovation centers—all while the entrepreneur retains 100 percent ownership. Why? Because J&J understands the importance of early engagement and positioning itself as the partner of choice. 2. Coca-Cola, on the other hand, ran a very successful corporate accelerator program of its own called the CocaCola Founders Program. By recruiting external founders and then letting them build new companies around Coca-Cola’s assets, relationships and resources, Coca-Cola gained early access to new opportunities; the founders got an unfair advantage through their relationship with a leading brand company. 3. In the past two decades, Cisco spent more than $2 billion acquiring the startups of a trio of serial entrepreneurs (mostly ex-employees). Cisco was usually the sole investor and then acquired each spin-in as they were ready to scale. Nuovo Systems was founded with a $70+ million investment from Cisco. Then Cisco acquired the business for $678 million two years later. Crazy? Perhaps, but the Unified Computing Systems (UCS) server category that this created grew into a $3 billion business for Cisco. 4. As for a personal example, my firm (NextBig) is part of a growing number of ‘startup studios’ that are emerging to help established companies build and launch these new businesses. A leading financial institution in the Czech

Republic worked with our partners there (Creative Dock) to disrupt themselves and co-create a new venture; it grew into the leading peer-to-peer lending platform in the country within eighteen months—something they could never have done within the existing organization.

The lesson: We can make a bigger difference together. These examples provide hints of the future of work. This coming world of the virtual enterprise is one that is connected in a web of relationships with customers, suppliers and a curated group of entrepreneurs and startups that matter to one another—all supported by crowdsourcing and open innovation for access to even larger groups of ideas and resources in the world at large.

Therefore, learn to lose some control and embrace new approaches to collaboration and business building. You will be inspired and amazed by what can happen.

Michael Docherty is Managing Partner of NextBig, a venture firm that co-creates startups with leading corporations. He is the author of the book ”Collective Disruption: How Corporations and Startups Can Co-Create Transformative New Businesses”. He can be reached at or @medocherty.

We are excited to have Michael Docherty open Innovate 46 on Oct 10, 2018 9


Smart Alliance How To Choose Your Business Partner

Richard F. Langan, Jr.

Choosing the right collaborator is more than half the battle when forming a business partnership. Dick Langan, Partner at Nixon Peabody LLP shares what you need to know before partnering up.

What you Should Consider Complementing Strengths

Shared Vision

Combined Customer Base

Given the foundation of a successful collaboration is about fit, it is critical you find a partner with complementing strengths. In particular, if you were to expand in the U.S. as a Swedish company, you would want a U.S. business partner that has an equally distinguished reputation, quality of experience and expertise. Granted, no two companies are created equal, so take extra caution in considering the qualities you want or need in a partner, and how both companies can complement each other.

Like any form of alliance, it is important to have a common goal. If your strategy, vision and objectives are aligned with your partner’s, together you will be able to withstand many of the challenges that come your way. Inevitably, there will be questions when it comes to how both of you handle the day-to-day routine or significant moments with major ups and downs, and you will find that a strong shared vision can work wonders as a much-needed compass.

One of the best perks of collaboration is that you and your partner can take advantage of each other’s market shares and reach your target demographic more quickly. Therefore, when it comes to selecting the right partner, you must assess their market access and expertise. Ask yourself these questions: How large is our combined customer base? Is their market share really what I am looking for? Can it help me realize my goals? The more you know, the sooner you can decide.


Qualities to look for in a Business Partner by Dick Langan, Partner at Nixon Peabody

Industry and Regional Expertise and Experience Integrity Strong Leadership

Aligned Strategy, Vision and Objectives Financial Resources Results-Oriented/Drive

Stability, Resilience and Commitment Mutual Respect and Trust

Exemplary Reputation Market Access

Openness and Collaboration Flexibility Sharing

HowTo Do It Do Your Due Diligence

Discuss Your Goals

Manage Your Expectations

Making a good pick requires tons of hard work and more than a little luck. Since a good choice will pay handsome dividends and a bad choice can derail your plans entirely, knowing as much as you can about your partner is a step you cannot (and should not) skip. Therefore, do your diligence. Whether they are extensive interviews, detailed strategy, budget discussions, painstaking reference checks, or better yet, all of the above; the effort is certainly worth it.

Without a common goal, you can have the best business partner, market share and reputation, and the collaboration can still fall through. Synchronizing objectives requires a substantial investment of time, openness, and perhaps, vulnerability. Yet, these candid dialogue of visions and strategies are certainly some of the essential ingredients of a successful alliance. The more transparent you and your partner can be, the better you both can launch your combined business, take advantage of market opportunities, and handle unforeseen circumstances.

One of the main factors that could make or break your partnership is the clarity of your agreement. Beyond understanding each other’s goals and potential benefits, both you and your partner should clearly define your partnership’s capital and personnel needs, what each of you is committed to contribute, and an agreement on what each of you is expected to get out of it. With realistic expectations, both of you can maintain a strong relationship through good times and bad.


One- On- One

Secrets To Swedish Success When Integration Meets Innovation

Marie Wall “The startup community itself has actually introduced a new term for companies that have made a positive impact on at least 1B people—the impact unicorn.”

Marie Wall—Deputy Director of Startup at Sweden’s Ministry of Enterprise and Innovation since Match 2016—talks about the challenges and rewards of supporting the startup scene, and why Sweden is so incredibly innovative. As a bridge between startups and the Swedish government, Marie Wall— Deputy Director of Startup at the Ministry of Enterprise and Innovation— is a renowned expert of growth in startups, social entrepreneurships and innovation. Needless to say, her knowledge stretches from the smallest needs of the start-up community, to the biggest steps Sweden must take to maintain its status as an innovation leader. Following an interesting panel discussion at SACCNY’s Innovate46 conference in 2017 on the topic of scaling up, Wall later also spoke about social entrepreneurship, with Anna


Ryott as a part of this year’s Executive Women’s Luncheon (eWc). SACCNY is excited to sit down with Wall, as she shares more of her latest insight on the issues of collaboration, innovation, and beyond. As a link between politicians and startups, what do you consider essential for boosting the startup scene? Understanding—not only in terms of the startups’ creative capacities—but also their growing pains. For a long time, traditional industries have been working closely with politicians and civil servants, which naturally builds a comfortable rapport and mutual understanding of

important needs. This is something we must develop for startups as well. Obviously, this will require constructive dialogue about joint priorities, plus more time and dedication to learning each other’s challenges, limitations and perspectives. What are the startups’ most important needs? Startups need capital, competent human resources and customers. Our goal at the Ministry of Enterprise and Innovation is to make Sweden conducive to all this, so startups can become global scaleups in the long run. The aim goes beyond helping them fulfill their potentials, drive economic growth, create more

Capital drives growth and boosts the startup scene. Sweden has one of Europe’s strongest angel investor network


Swedish innovative ingredients #1 Integrated Society Collaboration between different sectors fosters innovation

#2 Risk Takers Inspiring entrepreneurs dare to make a difference

#3 Social Security The strong Swedish social security system provides safety net for innovators jobs, and increase productivity, but, also championing them to become change agents for a better world. How then, can we secure more capital, competent human resource and customers? When it comes to capital, startups need access to different sources including private savings, loans, grants, business angels and venture capital. Given the importance of startups, it is worth noting that Sweden has one of the strongest angel investor networks in Europe and the most active stock market for young innovative companies. Human resource wise, Sweden boasts high quality professionals in ICT and creative industries, as well as research and international management—but

Sweden has great talents in ICT, creative industries, plus research and international management


we need more people. As companies continue to grow, the country must broaden its search for talent around the world. Therefore, it is critical to boost Sweden’s global appeal. As for customers, the situation in Sweden is quite different from that in the U.S. Swedish companies rely more heavily on export, so many companies are effectively global from day one. While the general consensus is to encourage more companies to venture abroad, we also want companies to grow in Sweden. Therefore, it is imperative to help companies find customers and strategic partners within the country as well. What drove Sweden to become such an innovative country? Swedish innovation can be attributed to our structure as an integrated society. In light of our ability to see the bigger picture, we place higher value on the synergies between different sectors and institutions. This high level of collaboration between the academic, private and public sectors is ultimately what keeps our country so innovative and competitive. By the same token, this integrated social structure also effects a robust social security system, which gives entrepreneurs in Sweden a stronger buffer to take the leap and innovate.

Swedish companies rely on export to a high degree—many companies are Born Global


key to growth and sustainability, as they both inspire people’s trust in the future and tackle pertinent issues of our time. This is why innovation must be celebrated and nurtured. If we want more startups and entrepreneurs to use their creativity to contribute to solve the challenges we face, society has to step up as a customer and a partner. Contrary to popular perception, many entrepreneurs I have met did not found their companies for money. Rather, they wanted to make a difference in the world or within their own communities. So instead of only measuring success through money, we need to celebrate and reward the positive social contributions companies make. The start-up community itself has actually introduced a new term for companies that have made a positive impact on at least 1B people—“the impact unicorn”.

Why is innovation so important? Considering how the world is inundated with concerns such as climate change, ageing populations, digitalization and urbanization, innovation is necessary. Innovative startup and scaleup companies are


THE important QUESTION “How are you working to educate the next generation of unicorns?”

q. & a’s With unis


uppsala university “There are several critically important things we do to educate future unicorns. First, we offer students industry experience, such as internships and strategic partnerships. Second, we address subjects like IP and business model creation. Third, we support students and researchers who have interesting business ideas. At our University Innovation Office, which partners with Uppsala Innovation Centre—a university-affiliated business incubator ranked fourth in the world by UBI Global—we provide a tailored approach to help transform great ideas into unique businesses.” —Jonas Åström, PhD, Head of Innovation

new york institute of technology ”At NYIT, we recognize that entrepreneurship education is about turning ideas into companies. Budding makers, doers, and innovators thrive in our ETIC business incubator—a collaborative environment where ideas meet and products are created. In addition to teaching students about pitching, product marketability, and exit strategy; we offer a range of technical, legal, and financial services; plus a network of faculty mentors and seasoned entrepreneurs. This ecosystem proves best at cultivating passion and perseverance in the face of failure..” —Nada Marie Anid, Ph.D., Vice President, Strategic Communications & External Affairs

stockholm school of economics

KTH royal institute of technology

hyper island

“Beyond concrete skills, we at Stockholm School of Economics inspire our students to question the status quo and drive change. Not only do we equip them to become savvy, intelligent and ambitious people; we urge them to go beyond their limits to improve our world. Using these guiding principles, SSE assumes an important role in Swedish competitiveness. Therefore, it is no coincidence why many successful Fintech companies originate from the SSE Business Lab, one of Europe’s leading academic incubators and accelerators.” —Lars Strannegård, President

“Made in Sweden, with an international mindset; that is our motto for future unicorns. Since the Swedish market is small, startups should think globally from day one. To realize this, we bring select KTH startups to large, attractive markets for a week of networking, workshops and market discovery in KTH Innovation’s Brighter Program. Instilling our companies with the right mindset, we want our students to understand that the market is global, and therefore should feel comfortable as international companies.” —Lisa Ericsson, Head of KTH Innovation.

”We arm unicorns with one core skill— thriving in uncertainty. What sounds simple, however, is far from easy. To make this happen, our mission at Hyper Island is to teach people how to learn continuously; how to lead through change; how to exercise their creativity, empathy, plus intelligence to recognize and act on opportunities. After all, adapting to change is not enough. Let us see how the next generation of unicorns will challenge and surprise us all!” —Jennifer Allen Managing Director, U.S.

chalmers university of technology

karolinska institutet

columbia university

”We provide a challenge-driven education. Our students are not just here to learn about entrepreneurship, they are expected to start a real venture. To us, entrepreneurship is about creating value for everyone. Therefore, in a collaboration between our School of Entrepreneurship (in particular, the Entrepreneurship and Business Design Master’s Program) and our incubator Chalmers Ventures, we create a platform for students and researchers to building sustainable ventures with industry insiders. We aim to include entrepreneurship in all programs within ten years.” —Maria Elmquist, Head of Department, Technology Management and Economics

”Karolinska Institutet (KI) launches the next generation of unicorns through world-class higher education and practical training. Aside from translating research into applicable knowledge, KI students have various amazing platforms to explore—scientific community for those passionate about research and improving human health, plus extensive international networks in medical education and beyond. Moreover, KI recognizes the importance of collaboration and innovation for future unicorns. Therefore, through partnership with the Stockholm County, KI provides internship opportunities for numerous medical professions.” —Ole Petter Ottersen, President

”At Columbia University’s School of Professional Studies, our objective is to educate future global leaders and changemakers. We provide our students with an ever-evolving curriculum shaped by market trends and industry needs. We also facilitate numerous intensive projects and innovation challenges in partnership with faculty members, alumni, and employers that include Google, NBC Universal, BMW, and Citigroup. Through these partnerships, students build entrepreneurial skills as they solve real-world problems. In return, they provide fresh insights for top organizations.” —Jason Wingard, Ph.D., Dean, School of Professional Studies


Sponsor Feature

Can We Win Together? Inside The New Route To Innovation

EY ”With the rise of disruptive digital technologies, business transformations have not only become a necessity, but a much greater challenge.”

Paul Brody, Global Innovation Leader, Blockchain Technology at EY, discusses the necessity of collaboration, and how a concept called digital mash-up could be the new route to innovation. Traditionally speaking, business is about competition and survival of the fittest. Although many companies still embrace the concept influenced by the famous Darwinian evolutionary theory, this thinking appears to have its limitations. In order to meet today’s changing demands, EY takes a different direction and asks: Can we win together? Paul Brody—Global Innovation Leader of Blockchain Technology at EY and Writer of a Harvard Business Review piece “Is Collaboration the New Innovation”—believes we can. In fact, it may even be necessary. “At EY, we are often asked to help companies explore new opportunities,” says the innovation expert. With the rise of disruptive


digital technologies—cloud computing, mobility, big data analytics, social media, blockchain technology, and the Internet of Things—becoming powerful new platforms for rapid innovation, business transformations have not only become a necessity, but a much greater challenge. Consequently, 40 percent of the respondents at EY have opted to form alliances to tackle this and help create value from underutilized assets. Given the potential complexities of such collaborative arrangements, companies must take caution on everything from selection of partners to preparing and planning the process for smooth execution. Given the professional

services firm’s experience in fostering successful collaborations and partnerships, this is where EY usually comes in. Moreover, deciphering the insand-outs of each step, is almost second nature to the multinational firm. As the business world is transforming to become a digital deal economy, Brody has noticed a paradigm shift from the typical mergers and acquisitions (M&A) plus joint ventures (JVs). “Due to the speed of digital disruption, long established partnership structures such as mergers and JVs can be too slow, costly, and cumbersome for even the largest companies, who are eager to take advantage of the new technologies that will help their businesses succeed.”

Paul Brody, Global Innovation Leader, Blockchain Technology

Sweden has always depended on well- functioning collaborations. Yet, we are also known for our innovative spirit, so I believe that with an open mindset and through co-creation, we will see an even more promising future. — Helena Robertsson As a result, a new version of partnerships and collaborations has emerged; something EY calls “industrial mashups.” This concept is an “integration between companies that is more ‘virtual’ than traditional. As the term suggests, this collaboration is executed digitally, which means new services that combine stand-alone solutions into integrated offerings,” explains Brody. The benefits of “industrial mash-ups” are manifold. Many world-class companies profit from their ability to deeply integrate solutions and deliver end-to-

Helena Robertsson, Partner and Head of EMEIA Family Business & Private Client Services

end services. For instance, companies such as UPS and FedEx earn a premium because they can pick up a package anywhere and deliver it everywhere. This amounts to three times more profit than un-integrated trucking companies, which only operate in bulk, and in selected regions. Moreover, digital mash-ups are relatively easy. For companies not organizationally integrated, there is the advantage of offering services to rival larger competitors without adding significant overhead. Granted, some types of companies are better suited than others. To capitalize on digital mash-ups, “companies must be able to organize and deliver a reliable solution through a digital application interface without lots of human resource,” notes Brody. As for selecting a potential partner, some of the critically important traits include consistency and reliability. “Digital integrations do not have many human overhead for extra evaluations. If you have to micromanage the people involved to get things right, it is going to be very difficult,” says Brody. Considering how repeatability and consistency in quality are some of the key ingredients of successful digital mash-ups, the reality is not many companies or services are ready for it yet.

At the cusp of a major change, with new business landscape challenging companies to move fast or risk lagging behind, the idea of industrial mash-ups certainly require companies to meet the digital standards and engage in a more flexible approach to asset ownership. Nevertheless, this transitional period could be perfect for Swedish companies. Helena Robertsson—Partner and Head of EMEIA Family Business & Private Client Services at EY, says “As a small country, Sweden has always depended on well-functioning collaborations. Yet, we are also known for our innovative spirit, so I believe that with an open mindset and through co-creation, we will see an even more promising future.” Moving forward, digital and mature companies looking to embrace the challenge of collaboration would be hard pressed not to consider mash-ups as a 21st-century deal making approach. Ultimately, this will also be a fast track to innovation and growth.

we chose new york for....

We asked four Swedish companies why they took their businesses to New York City.

Fjällräven “As a storied Swedish brand with generations of experience, Fjällräven had always sought to venture abroad. When the time came to launch our North American footprint, it was extremely important for us to choose a city that combines universal appeal with global reach and a diverse range of people. In my opinion, New York City checks all of these boxes. For a company that constantly strives for inspiration and aspiration, there is no better place than New York City. Everything—from the abundant retail stores around the city and eye catching yet timely advertisements at Times Square, to the daily dialogue with New York’s media—draws the world’s

Sprinklebit At SprinkleBit, our mission is to bring global access to capital markets for people around the world. After spending five years in San Diego as our headquarter, with offices in Trollhättan and Dnipro, it was time for further expansion. Naturally, we set our sights on New York—not only for the ronomé and credibility of establishing an office on Wall Street, but also for the sheer accessibility and convenience. Within Manhattan, there is the easily navigable subway system, which means great talent is always just a subway-ride away. (Yes, true New Yorkers do not ride yellow cabs.) Beyond the city, there are three mega airports connecting to hundreds of locations everyday.


Coupled with the fact that New York is only a seven-hour flight away from Europe, the ease of traveling between the two continents makes Manhattan incredibly convenient. Given how New York is so well connected both internally and externally, it is no coincidence it has become a fintech Mecca. This accessibility also makes the city a hub for the largest media outlets. Therefore, when the time comes for SprinkleBit to promote new products and innovations, I believe this will also be the best place to spread the word.

— Alexander Wallin, CEO of SprinkleBit

...the global appeal attention to this amazing city. At the same time, this constant attention and display of the latest and most exciting things makes Manhattan an exceedingly loud and busy city. Therefore, Fjällräven knew there would be the challenge of standing out from the crowd. So while making a breakthrough— which involves showing people who we are and how we make amazing products that last a lifetime—can be incredibly challenging, it is the global appeal of New York City that makes it all worthwhile.”

—Nathan Dopp, President of Fjällräven North America

..the accessibility

Now, if anyone were to question the value of New York, I can boldly say that, as a global company, we simply cannot afford not to be here.

... the spirit doberman “There is no place on earth where the spirit of ‘what next’ is so present in every waking moment of people’s professional and personal lives. There is always something new, something to be discovered around the corner. In a way, it is kind of a New York cliché, but it is also the reality. Admittedly, this spirit fits perfectly with our company culture. When Doberman first arrived in New York, the city instantly felt like a mirror. The idea of looking ahead and reinventing our business over and over again has always been our obsession in the past two decades. This line of thinking may not bode well in other

cities, but New York is not like any other city. Here, as a Swedish business at the forefront of design and technology, we are told our obsession is not only okay, it is what ultimately defines us as leaders and true innovators. This is why we take this spirit in stride. Through helping other companies innovate, we constantly need to learn, explore and stay ahead. This is something our clients should expect from us. And New York helps us to never forget that.”

—Lisa Lindström, CEO of Doberman

... the opportunities SANDBERG TRYGG “For Sandberg Trygg, New York City is a land of opportunity that delivers concrete results. For a company looking to stay in the forefront of digital b2b marketing, we found New York to be perfect for creating strong impact for our international clients in the U.S. market, plus drawing and breeding quality talent like no other place. However, like many good things, the city’s ability to draw the best talents in the world comes with a steep price tag. Before moving to New York, many people have warned us about the city being too expensive and ultra competitive. Thankfully, Sandberg Trygg went ahead anyway. After two years of hard work, not only do we see big dividends for our clients on both

sides of the Atlantics, we have acquired several new U.S. clients both Swedish, North American as well as international campaigns and, we clearly notice our staff evolving as individuals and professionals in one of the most exciting and inspiring cities in the world. Needless to say, the move is well worth it. Now, if anyone was to question the value of New York, I can boldly say that, as a global company, we simply cannot afford not to be here.”

—Henrik Dubois, CEO & Managing Partner of Sandberg Trygg


New Bronze Member

New Business Member


Maria Nila

A Smart Approach To Global Pest Control

Anticimex is a modern pest control company with more than 6,000 brand ambassadors around the world. With a long history of excellence, the firm credits its staff for cultivating deep customer relationships through their unwavering commitment to integrity, health and the environment. Driven to become the global leader in preventive pest control, Anticimex is dedicated to both protecting the public, property and the natural world, plus providing a safe work environment for the employees.

Environmentally Friendly Hair Products From Sweden

Maria Nila is not your typical hair care company. The 100% vegan and certified cruelty-free products are developed with love for animals, nature and your hair. Through an exquisite vegan product line, customers can now easily contribute toward a more sustainable and friendlier world. Offering a wide range of exclusive color-protecting haircare and styling products to hairdressers around the world, Maria Nila believes each product is a result of art and extraordinary craftsmanship, carefully developed to providing customers with superior quality, design and ease of use.

Combining the best of digital automation with unparalleled expertise, Anticimex knows how to harness the power of SMART technology and innovation into a modern yet holistic approach to pest control.

With more than 40 years’ experience in the industry, the company always strives to exceed customers’ expectations through enthusiasm and creativity. True to Maria Nila’s Swedish roots, there is a particular pride in maintaining its production in the city of Helsingborg. This is where the company develops and manufactures every single product in the Maria Nila range. Since 2013, all products have become 100% vegan, climate compensated and are certified by PETA, Vegan Society and Leaping Bunny.

Contact: Jens Peter Nielsen, Vice President

Contact: Jan Arnheim, Head of Export


New SmallBusiness Members Unna Bakery Award-Winning Cookies Hailed From Östersund

Unna Bakery takes pride in creating delicious Swedish cookies, filled with all-natural, non-GMO ingredients. Baked from recipes passed down through generations of a family in Östersund, these gourmet cookies come in seven heavenly flavors: Coconut Oat, Lemon Lime, Raspberry Cave, Ginger Snaps, Brown Butter, and the Great Taste award-winning Vanilla Dream and Cardamom Crisp. Available in approximately 200 stores across the U.S., the cookies are KOF-K certified and packaged in boxes of eight, bags of 15, grab and go two-packs, plus a Holiday Tin specially designed for gatherings and gifting. As the name Unna (treat) suggests, indulge! Treat yourself to these outrageously delicious cookies while enjoying the Swedish tradition of fika.

Contact: Ulrika Pettersson, CEO & Founder

Cobble Hill Juice Company Refreshingly Real, Authentically Delicious

The story of Cobble Hill Juice Company began in 2016 with founder Emanuele Ancorini and Michael Svensson squeezing raw citrus fruit juices in a basement in Brooklyn, and personally delivering them to high-end bars in New York City via bike and skateboard. They discovered that while Americans have lemonade in their DNA, good ones are lacking in the stores. Naturally, the budding entrepreneurs wanted to handcraft the most delicious yet perfectly balanced lemonade on the planet. Being real is a foundational value for Cobble Hill Juice Company. ”It is healthier and tastes better,” says Ancorini. Using traditional methods and only the finest cold-pressed organic raw ingredients, the company applies the latest cold pressure technology for safety. Offering several unique flavors of organic lemonade such as mojito, cold brew coffee, and more, the juicing company is especially known for Cobble Hill Organic Green Energy Lemonades—the first cold-pressed energy beverages in the world. Unlike other energy drinks, which uses synthetic caffeine from China, Cobble Hill Juice Company only works with natural organic caffeine extracted from fairly traded organic green coffee beans.

Contact: Emanuele Ancorini, Founder & CEO


The Four Big Topics in Almedalen



3. 5.


Illustration: Zak Kjellin

SACCNY participated in the Almedalen week to discuss sustainability, how Swedish companies can leverage on their heritage when expanding internationally, entrepreneurship and Swedish investments in the U.S. Celebrating its 50th anniversary this year, the Almedalen Week is a unique democratic platform gathering top representatives from Sweden’s political, financial and social sectors. Together, the experts discuss pertinent issues relating to society, innovation, and the future of business. Educational and inspiring, this year’s Almedalen Week also saw three SACCNY representatives—our President, Anna Throne-Holst; Business Services Manager, Johannes Jarl; and Yasmina Backström, our Head of Communications, all participating in different panels and business networking events. Throughout the week, Throne-Holst took part in numerous seminars and panels, which covered major topics, such as climate change, Sweden as a brand, Swedish Business in the United States and the Swedish entrepreneurial boom.


july 2

How do we encourage conversations on Sustainability in the next election?


Arranged by: Hagainitiativet. Mistra Geopolitics and Stockholm Environment Institute

It is undeniable our world is facing greater environmental challenges than ever before. And while it is paramount we assume responsibility and try to minimize our ecological footprints, the question is how? Hagainitiativet, Mistra Geopolitics, and the Stockholm Environment Institute invited representatives from SACCNY, Stockholm Exergi, Green Cargo and Preem to participate in a panel centered on climate change. Some of the main takeaways included: the vital importance of collaborations between various industries and sectors, and the role of the individual—which carries weight both as a lone contributor and as part of our collective effort in protecting the environment. Anna Throne-Holst added, “We need to involve the next generation of leaders and let them lead in reaching the Sustainable Development Goals set by the United Nations.”

july 4

The Swedish entrepreneurial boom – how long can it continue? Arranged by: Dagens industri, Financial Times


How can companies use their Swedish heritage to their advantage when expanding globally? Arranged by: Serendipity Challenge


This seminar, organized by Serendipity Challenge, was focused on if and how Swedish companies can benefit from being Swedish when establishing their business in foreign markets. Sweden is perceived as a liberal and innovative country with an open-minded population. In fact, Forbes named Sweden the best country for Business in 2017. SACCNY’s President, Anna Throne-Holst, claimed that in today’s world, companies need to focus on more than solely making money, for instance taking environmental responsibility or ensuring gender equality, and that Swedish companies are among the best in the world to take such action. She continued, “ In my opinion, Sweden has taken over as the land of opportunity today; the access to free education and the existing safety net provided by the government makes Swedes able to take risks and able to serve as a great example when going abroad.” Annika Rembe, Director-General of the Swedish Institute, further noted that Sweden is also world-leading in Sustainable development, and Swedish firms can inspire and educate foreign companies on how to operate more environmentally friendly. In conclusion, all participants in the seminar agreed that being Swedish is a great asset for companies when expanding abroad.

The Swedish entrepreneurial sector has truly blossomed in the past year, with prominent startups such as Skype, Spotify and Klarna continuing their major successes abroad. Dagens Industri and the Financial Times organized a panel including Anna Throne-Holst, Maie Wall, Deputy Director Startups of Ministry of Enterprise and Innovation and Saed Esmaeilzadeh, co-founder of Serendipity Group, amongst others addressing how to sustain the Swedish entrepreneurial boom. The dialogue focused on how the Government and existing companies can best support future entrepreneurs together. Hugh Carnagy, Executive Newspaper Editor at the Financial Times, and panel facilitator explained that an “entrepreneurial mindset must be completely embedded in our society in order to secure the future of the entrepreneurial boom.

On the 4th of July, U.S. Independence Day, the American Chamber of Commerce in Sweden (AmCham) invited panelists to discuss Swedish Investment in the U.S. “Sweden is creating direct jobs in all 50 states—25,000 in New York. The U.S. is vibrant, the economy is good and Swedish investments in the U.S. are increasing”, Johan Marcus, Executive Director of the Swedish-American Chambers of Commerce of the United States of America opened up. As a leader in helping Swedish businesses grow in the U.S., Anna Throne-Holst was invited to share her perspective and again explained how the Chamber’s ambition will be especially bolstered by the launch of the new initiative, Gateway. She noted, “Aside from being our longtime members’ home-awayfrom-home, Gateway will also function as a launching pad for entrepreneurs looking to venture into the U.S. market. It will be the place for cross-pollination and co-creation between sectors and industries.”

To Marie Wall, continued success is not just about the birth of new companies, but also about scaleups. After all, she said, “We cannot only start companies, we need to let them grow and develop.” For her part, Throne-Holst took the opportunity to tout Gateway and its important role to facilitate the international expansion of Swedish startups.

“Sweden is creating direct jobs in all 50 states—25,000 in New York. The U.S. is vibrant, the economy is good and Swedish investments in the U.S. are increasing” Opening Bell Ringing Ceremony Arranged by: Nasdaq Each morning and evening, Nasdaq marks the beginning and end trading with a bell ringing ceremony. During the week in Almedalen, Nasdaq brought the bell to Gotland, and invited Anna Throne-Holst to do the honors by ringing the bell to initiate trading on July 5.


july 5

Swedish Investment in the U.S. Arranged by: The American Chamber of Commerce in Sweden (AmCham)



New Member

Perfect Synergy Telia And SACCNY Strike Gold In Latest Membership

Telia Company

Telia—the new generations telecom company and #1 internet backbone network globally through Telia Carrier—just joined SACCNY as its latest gold member. Find out how this can be mutually beneficial. Great news! SACCNY is excited to announce that Telia Company—the new generation telco, eager to make Sweden a world leader at capitalizing on the opportunities of digitization and as one of the largest investors in Swedish infrastructure—has joined the chamber as a new Gold member.


This incredible synergy promises great things for both. As an innovative firm, Telia is creating a new generation telecom company, developing the future of communications network, and




leading the industry in 5G, with ongoing or planned testing in several cities in the Nordics and Baltics. Lucky for SACCNY members, this wealth of experience means the 150-year-old company can be an invaluable resource in this area. So for any companies looking to succeed and explore the future of telecommunications, Telia has plenty of expertise and insight to share. “We believe that fixed and mobile connections are converging over time. To meet future demands in terms


Business Goals

future network

Leadership in connectivity across platforms, supporting digital experiences to consumers and guide business customers in digitalization.

Top customer loyalty and satisfaction; most engaged employees; total shareholder returns in line with top relevant European peers; industry leader in digital sustainable impact.

5G technology with higher capacity, lower latency and significantly lower energy consumption for innovative solutions and opportunities.

“At the end of the day, the bond between Telia and SACCNY goes far beyond the desired network and location. It boils down to a shared vision and dedication to innovation. ” of capacity, speed, coverage and increasingly more customer-specific demands, we need to work smarter when it comes to fiber and mobile solutions,” noted Christian Luiga, EVP and CFO of Telia Company. And while this may not be the first thing that springs to mind for those familiar with Telia, it is actually the top global internet backbone network through Telia Carrier. On a more strategic level, the company will play a key role within the SACCNY network, especially with Luiga joining our Board of Directors. One of his key commitments will be to inspire and nurture future trailblazers. “I hope to support the next generation of leaders— be it in innovation, sustainability or equality. For us at Telia Company, these values often go hand in hand with digitalization. This is why they are all critical components to develop in the long run,” he said. In return, SACCNY’s contribution is one Luiga thinks as invaluable—with it’s

New Generation Telcom Building on connectivity leadership, getting closer to what matters to customers through speed, innovation and great people.

far-reaching professional network and potential for greater success in the U.S. and other global market. While Telia does have a presence in New York City through Fältcom—a subsidiary that connects traffic lights and bus stops—there is still room for more opportunities, and where SACCNY can offer substantial support. “An important aspect is the increased exposure to potential business customers in the market,” said Luiga. Last but not least, there will be abundant opportunities to create new, efficient partnerships within SACCNY’s network. At the end of the day, the bond between Telia and SACCNY goes far beyond the desired network and location. It boils down to a shared vision and dedication to innovation. At Telia, “we have a tradition of investing in innovation and early partnerships, with Spotify and Zound Industries as notable examples.”Armed with the successful ingredients for an international business—global products, strong expertise and existing partnerships—Telia understands how their role at SACCNY can be a win-win situation for all.

Christian Luiga EVP and Group CFO, Telia Company

To that end, “we will actively take part in discussions, sharing our ideas with the SACCNY network. while getting feedback on how we can better support different member companies in their digitalization journey,” said Luiga.


As one of the world’s leading wholesale carriers, we own and operate a global fiber backbone connecting 265 Points-of-Presence across Europe, North America, Asia and the Middle East. We connect customers in more than 110 countries and have operations in 35. Our customers are the world’s largest network operators, cloud and content providers, as well as enterprises that rely on business-critical connectivity.

Winning together at Innovate46 Where Startups Meet Corporations

Innovate46, SACCNY’s most anticipated annual conference, will take place at NASDAQ on October 10. Find out its history, major highlights, and what you cannot miss about the Acceleration Program. While startups are typically synonymous with innovation and disruption and corporations are equipped with the knowledge, resources and connections; both really need each other to innovate. Recognizing this, SACCNY launched its annual conference, Innovate46, where the next generation of Swedish startups can meet, launch, network, and develop groundbreaking collaborations within the corporate world. Beyond discussing the importance of thriving and collaborative ecosystems, the conference looks deeply into building bridges between startups and large corporations in Sweden and the U.S. This year, the full-day conference will take place at Nasdaq MarketSite on October 10, and feature representatives from American and Scandinavian

venture capital firms, researchers, cutting-edge companies and prolific startups, for expert talks and interactive workshops. By invitation only, each application will be evaluated equally. So for those who are interested, sign up now to receive more information and help secure an invitation to this exciting event.The week long acceleration program, co-organized by SACCNY, the Swedish Agency for Economic and Regional Growth, and the Swedish Energy Agency is one of the conference’s biggest highlights. “Since entrepreneurs need strong local partners with valuable networks to assist their launch, we believe that the Innovate46 conference and joint oneweek accelerator program are exactly what Swedish tech companies need,”

says Arash Sangari, a representative of the Swedish Agency for Economic and Region Growth. The “Innovate46-week” offers practical know-how and resources on business optimization in the U.S.; insights into marketing strategy, knowledge about the legal system, plus perspective on import and tariffs. Moreover, there will be exciting pitching opportunities for ten selected companies at Nasdaq MarketSite on Times Square. As an exclusive preview of the anticipated event, here is a change to meet eight of the ten companies on the next page and learn what makes them special, why you should partner up with them, and how they can help drive innovation.


October 10, Nasdaq MarketSite, New York City

Innovate46 explores how Startup-Corporate partnerships can break new ground by

Register today at

October 10, 2018 9:00 am - 5:00 pm

By invitation only. Sign up for interest at

Nasdaq MarketSite 4 Times Square, New York, NY 10036

Meet the Expo companies and hear them pitch What makes your company an ideal business partner? Blixt




“As the first and only company that develops digital circuit breakers—a game changer for all industries where electricity is being used—we have disrupted a 150-year-old mechanical technology that is worth $31 billion.”

”We are relentlessly driven to making silent and clean electric motor bikes. Partnering with us both benefits you and the world—as we tap into a booming market while progressing faster toward a zero-emission society.”

“Trust Elias Software to raise the bar when it comes to creating music technology for a richer gaming experience. Our advanced music engine can adapt different tunes based on each player’s actions and event triggers.”

“Mimbly is a young, passionate and visiondriven company with diverse talents. We believe that our efforts combined with our partners’ can amount to a solution that makes great impact in savings—both environmentally and economically.”





“Signal Signal is the world’s leading media monitoring service for spoken channels— Youtube, podcasts, radio and TV—helping such clients as H&M, Three and Sony Music in understanding the reception of their brands and products.”

“What distinguishes Tipser is our belief in offering independent media e-commerce revenues without losing traffic. Today, six of Europe’s 16 biggest publishers use Tipser—for some, we are already their biggest revenue stream.”

“We have developed a revolutionary technology that can double the electrical efficiency from biomass. It is scalable, utility scale, and optimal for fossil replacement in both CHP and Poweronly applications, saving millions of tons of CO2 emissions.”

“Creating a new standard for marketing teams worldwide based on artificial intelligence and passion, we are an adaptable company that always welcomes feedback. In other words, we can be your stable partner for scaling in marketing.”



Success stories From last years’ Acceleration Program

Hugo & Celine + Whole Foods


Tobias Fröberg + Aron Schreier

”As a purveyor of ice cream for dogs, we were curious to see how New Yorkers would react. Our biggest question was: is our product marketable? So when SACCNY paried us with Whole Foods—the “holy grail” of retailers for products like ours, we were beyond thrilled.

”At Ekkono, we signed up for SACCNY’s Acceleration Program with a clear agenda—customer outreach, and evaluation of our proposal in embedded machine learning for IoT (Internet of Things) in the U.S.

”For the longest time, I have found the U.S. market intriguing on both a personal and professional level. Hoping that someday I could operate a business in the U.S., I applied to Innovate46 looking for opportunities. Innovate46’s Accelerator Program was life changing. In addition to consulting different experts and learning how to navigate the U.S. market, I got to meet Aron Schreier —a real-estate real estate specialist who ultimately invested in me. Together, we created Strixar, a company that brings AR, VR, 360 and 3D solutions to the real estate agency. There are many things I want to thank SACCNY for—this meeting that led to a great partnership; a business match that inspired me to take the leap; and the realization of my dream to live in and run a business in the U.S.” —Tobias Fröberg, CEO

To us, this match was perfect as sustainable, premium-quality organic dog food is trending and the choices in the U.S. have been limited so far. Given how our company can potentially fill this void, we hope to collaborate with Whole Foods some day. Granted, this would not be easy considering the abundant risks, rules and regulations in the U.S. Nevertheless, this match still offered amazing insight into the potential market.” —Sonja Catani, CEO & Founder


Immediately, SACCNY helped us reach our first goals, as we secured a meeting with Sidney Gellineau, CIO of MTA, who confirmed that our proposal is valid in the U.S. market. One of our biggest takeaways is how U.S. corporations are interested in collaborating with smaller companies to remain competitive. And while we have yet to reach our goal of working with MTA, we hope that our continuing dialog could evolve into a customer relationship.” —Jon Linden, CEO


Our mission is to support your organization’s vision for the US market – be it to establish, grow or accelerate your business – and make it reality. OFFICE SPACE




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