Foto : Frank Oppitz Photography
Sustainability and Circular Economy solutions are becoming increasingly important for startups worldwide. In North Rhine-Westphalia, Circular Valley and its Circular Economy Accelerator program play a key role in fostering innovation in this field by supporting startups that develop sustainable solutions to close resource loops and reduce waste.
It’s no coincidence that four startups from the Start.up! Germany Tour have already participated in the Circular Economy Accelerator program, including Midwest Composites from Malaysia, which took part in the 2024 tour. In this interview, we speak with Kai Pedina, Project Coordinator at Circular Valley about their mission, the support they provide, and what it takes for startups to succeed in the Circular Economy. Additionally, we hear from Sunil Raaj from Midwest Composites about their journey from the Start.up! Germany Tour to the Circular Economy Accelerator, their experience in the program, and their future plans for expanding into the German market.
Kai, can you give us a brief introduction to Circular Valley and its mission?
Circular Valley is driving the transformation from a linear to a circular economy, while economic growth and environmental protection go hand in hand. With its Circular Economy Accelerator program, Circular Valley supports startups from around the world from the initial idea to market entry and growth. Twice a year, 15 startups come to the extended Rhine-Ruhr region for several weeks to learn together, develop themselves and their companies, and connect with our partner companies.
Why is North Rhine-Westphalia an ideal location for fostering Circular Economy startups?
North Rhine-Westphalia has a strong industry and high-quality research institutions. Through Circular Valley's targeted support and networking of circular start-ups, the various players can work together on the transformation to a circular economy.
What kind of support do startups receive when joining the Circular Economy Accelerator?
After a start-up has successfully completed the application process and been selected as one of 15 start-ups, the two-month program begins, consisting of a digital phase and a presence phase. From the start of the program, we connect the participating start-ups with our partner companies and start-ups from previous batches. In a virtual kick-off, the startups and the representatives of our partner companies introduce themselves to each other in order to discover initial potential for collaboration and to get in touch with each other. In the virtual „Get To Know Your Batch“ event, the participating startups get to know each other better in order to identify possible synergies between the teams.
Regarding the presence phase, Circular Valley supports participating teams in the visa process and pays a certain part of the costs for travel, accommodation, and per diems. Following the digital phase, the presence phase marks the start of the core of our program. The program consists of various sessions such as Pitch And Reflect, Body Language, Business Model Coaching, How To Talk To Investors, Sales and Marketing, Social Media, Branding, Pitch Training, Kill Your Company, What To Know About IP, and Life Cycle Assessment. As part of the social programs, we visit exciting sights in North Rhine-Westphalia with the startups to highlight the attractiveness and special features of the region.
In addition, company visits take place at inspiring partner companies, and decision-makers from our partners answer questions from participating start-ups during hot chair sessions. The highlight of each attendance phase is the Demo Day, which is integrated into the Circular Valley Convention in the spring batch and the Circular Valley Forum in the autumn batch. On this Demo Day, start-ups have three minutes to present themselves and their ideas, and then ideally find partners or customers. At the convention and forum, participating startups get their own booths to connect with guests off stage. The Demo Day also marks the end of each batch, making the participating startups our alumni, whom we at Circular Valley are happy to connect with our partner companies and support individually even after their participation.
What are some of the biggest challenges Circular Economy startups face, and how does the Circular Economy Accelerator help overcome them?
For a circular economy, it is essential that a wide variety of players work together, and start-ups often find it difficult to get in touch with the right partners. By connecting the participating start-ups with our more than 160 partners from industry, R&D, and government, we want to create a win-win situation for both the partners and the start-ups.
Can you share a success story of a startup that has gone through the Circular Economy Accelerator program?
After Dr. Prateek Mahalwar participated in the second batch of our Circular Economy Accelerator program with his start-up BIOWEG in early 2022, a partnership was formed between BIOWEG and our partner company Bayer in November 2023 to develop new biodegradable seed coatings and formulation materials. Even after participating, Prateek and BIOWEG remained very connected to Circular Valley, which is why we invited him to exhibit with us at the Future Tech Fest in 2024. In addition, Prateek has been talking to participating startups at the beginning of the presence phases for several batches now about what they can expect from the program and how they can make the most of their time at Circular Valley.
Now to you, Sunil! How did your participation in the Start.up! Germany Tour lead you to join the Circular Economy Accelerator?
Our experience on the Start.up! Germany Tour was truly transformative. As a young startup, we are incredibly grateful for the opportunity to showcase our vision on an international stage, connect with industry leaders, and gain valuable insights that have shaped our growth. The tour’s focus on innovation and sustainability not only expanded our network but also introduced us to industry leaders dedicated to circular economy principles. It was through this program that we first encountered Circular Valley via Ljubitza Happe and Jan Turek, whose encouragement confirmed that our participation would be a perfect fit with their growing network of startups and partners, aligning seamlessly with our mission.
What has your experience with the Circular Economy Accelerator been like so far? How does it compare to other startup programs you have participated in?
The Circular Valley program has been an incredible journey. The mentorship, collaborative spirit, and hands-on resources have helped us navigate the unique challenges of circular business models. Compared to other startup programs, the Circular Economy Accelerator stands out for its strong emphasis on sustainable innovation and its deeply community-driven approach. The personal connections and relationships built during the three-week program in Wuppertal have been the cherry on top, making the experience even more impactful.
How has Circular Valley helped your startup grow and refine its circular economy approach?
Through tailored mentoring and strategic workshops, Circular Valley has empowered us to refine our processes and integrate more sustainable practices into our business model. The program’s hands-on approach to navigating and applying circular economy principles has also strengthened our ability to communicate our value proposition to eco-conscious investors and partners. Furthermore, its strong network of corporates and startups has opened the door to invaluable collaboration opportunities, further accelerating our growth and impact.
What are your next steps in expanding into the German or European market?
Our next steps focus on leveraging the insights and connections gained from both the Start.up! Germany Tour and the Circular Economy Accelerator to accelerate our expansion into key European markets. We are actively exploring strategic partnerships with both corporates and startups to enhance our product offerings while securing pilot projects that demonstrate the impact of our innovative circular solutions. Ultimately, our goal is to build a scalable model that aligns with European sustainability standards and meets the evolving expectations of eco-conscious consumers.
