Start-ups are the missing link in making new technologies relevant

Words by Circklo team in News

Start-ups that are creating a new technology, and can assign that technology a business value, create relevance for that technology that emerges. Without start-ups, the adoption time of any new and upcoming technology would be much longer.

Joerg Koesters, one of Circklo’s Business Configurator Academy mentors and a technology marketing executive with over 20 years of experience, argues that the element of truth in sustainability and sustainable businesses is, in fact, authenticity – consumers can easily and almost immediately tell if a brand is really authentic and purposeful or if it is greenwashing.

Today there is a clear co-dependency’, according to Koesters, ‘between any marketing efforts and brand sustainability. Marketers and, especially, start-ups need to be aware that any brand image and brand value depend on the organisation’s ability to run a sustainable business.’

Given Koesters’ vast experience in executive marketing roles for large consumer businesses, during his mentoring sessions with Circklo’s Business Configurator Academy candidates, he will be focusing on bad sustainability practices, over-production and over-stock, inventory visibility and use of analytics in stock reuse and repurpose.

Joerg Koesters is the latest addition to a stellar line-up of globally recognised business coaches, mentors and advisers, including Vince Pizzoni, the self-made millionaire co-founders of Begin Capital, Peter Fisk, Ann Rosenberg and many others.

 Circklo's Business Configurator Academy is a fixed term, mentorship-driven programme dedicated to start-ups and SMEs aiming to succeed in sustainable digital innovation.

Circklo is looking to accelerate start-ups for profit and impact in the areas of:

  • Sustainable food and beverage companies;
  • Sustainable fashion companies;
  • Recycling and reuse of resources (i.e., plastic, metals etc.);
  • Non-financial metrics calculators, and track and trace platforms;
  • Financial technology (fintech).

Circklo’s mentors and coaches work intensively with all individual teams for 12 weeks, ensuring these are supported to create a refined business plan.

Each 12-week cycle culminates in a Dragons' Guild Day, when the teams which have attended the programme will be presenting their business plan to a carefully selected, invite-only audience of investors and industry experts, the goal being that of seeking investment funding for their business idea, and/or a way to validate their idea with a real case scenario.


Set up in London in 2020, Circklo created the first Business Configurator in the world specialised in digital start-ups for the circular economy. Circklo’s main expertise is in developing seed stage start-ups in the sustainability area.

Circklo offers start-ups both the opportunity to raise capital and accelerate their business and, also, to configure their business in such a way that purpose and profit can successfully coexist and complement each other in the 21st century digital world, fully using and embracing the principles of circular economy.

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