PLAN. ESTABLISH. GROW.

STARTUP
GUIDE
READY FOR YOUR COMPANY:

12 FOR FOUNDERS
DOS
FROM PAGE 7
 SHAPE THE FUTURE.
GET STARTED WITH
YOUR BUSINESS.

FOUNDER DANICA DJORDJEVIC

(RIGHT) IN THE EXCLUSIVE FOUN-
DATION INTERVIEW ON PAGE 6.

2
IFJ SUPPORTS YOU.
BEFORE, DURING AND
AFTER INCORPORATION.
Dear entrepreneurs,

Each day, entrepreneurs write small and big success stories.

With our dedicated team and four locations throughout Switzerland, we have helped over 200,000 founders
to take the step into selfemployment and successful entrepreneurs on their way to success.

Do you also want to start your own business? Or are you already an entrepreneur?

We are happy to support you.

YOUR IFJ TEAM.

3
GET READY:
PREPARE FOR YOUR
NEW COMPANY
Are you still at the beginning of your company formation or unsure whether self-employment is the right path
for you? Then make use of our materials and get the information you need.

Courses Video portal

Prepare yourself Concise expert
with webinars knowledge

Downloads Blog & Podcast

Worksheets and Stories about
checklists entrepreneurship

We support you from the start with

knowledge, tools and courses for your
successful company launch.
Luana Schelbert

Ready
to
get
started? 4
INCORPORATE WITH IFJ.
HERE´S HOW:
Are you ready to start your own company? Congratulations!
The IFJ team will support you every step of the way – from incorporation to a successful business launch.

1. Consultation
Our experienced team supports over 3,000 company incorporations each year across all
Swiss cantons. The consultation is free and prepares you optimally for your business forma-
tion. You can ask our team all your personal questions via phone or email.

2. Enter Your Data Online

With our user-friendly online portal, you can quickly and easily enter your company details –
even if you’re still unsure about aspects like the company name or purpose.

3. Data Check & Documents

Our legal team reviews your entries and, if necessary, adjusts them together with you. You
will receive personal guidance throughout the entire process.

4. Signature & Capital Deposit

We prepare all the formation documents, which you can access and sign online. If needed,
we assist you with the capital deposit for an LLC or Ltd.

5. Notarial Certification
Our lawyers and notaries handle the incorporation process. Your company will be registered
in any Swiss canton – without the need for you to be there in person.

6. Commercial Register & Registrations

After your company is entered into the commercial register, you will receive the certificate
of incorporation by mail. If desired, the IFJ team will also assist you with social security and
VAT registrations. Scan
me &
get
5 started!
IFJ STARTUP STORY

@ifj.ch
«LensContact AG».
Danica Djordjevic is at home in the world of contact lenses.
In the startup interview, she shares the joys and challenges of her self-employment.

What is behind LensContact? What are the biggest challenges in

LensContact AG is the first contact your everyday life?
lens studio in St. Gallen specializing A big challenge is to combine perso-
in customized solutions. The range nal support and company develop-
extends from orthokeratology night ment. My aim is to find the ideal
lenses, which are worn at night and solution for every problem. Some
enable clear vision during the day, to customers travel from Vienna, Berlin
special lenses for children or complex or Milan. Often they only have a few
cases such as keratoconus. The aim days to solve their vision problems.
is to find the best solution for every These intensive, demanding cases
vision problem. Of course, conven- make my work exciting and fulfilling
tional treatments are also part of because the success is immediately
our everyday life - always with the visible.
highest precision and personal com-
mitment.

How did the idea for LensContact Your Tips for Aspiring Entrepreneurs
come about? Starting a business requires courage
While studying optometry, I recogni- and a clear positioning. Don’t wait for
zed the potential of contact lenses. perfection – progress comes through
After a few years in the industry, the action. Build personal relationships,
opportunity to rent a suitable loca- as trust and individual support are
tion arose in 2020. I took the leap key to success. Leverage networks to
into entrepreneurship - and in 2021 share experiences and gain inspira-
the studio opened its doors. From tion.
the beginning, my goal was to combi-
ne expertise with individual support.

More www.lenscontact.ch
stories @lenscontact.ch
on the
IFJ Blog 6
READY FOR YOUR COMPANY:

THE 12 DOS FOR ENTREPRENEURS

The path to self-employment is exciting, challenging, and full of opportunities. In our Startup Guide, we
provide you with the 12 key success factors that will optimally prepare you for your company formation
and business launch. These 12 DOs are based on insights from experienced experts, equipping you with
the necessary knowledge and valuable tools to turn your dream of owning a business into reality.

1 VISION 7 SALES
2 COMPANY FORMATION 8 NETWORK
3 TEAM 9 FINANCES
4 FOCUS 10 CRISIS MANAGEMENT
5 CUSTOMER MANAGEMENT 11 INNOVATION
6 MARKETING 12 FURTHER DEVELOPMENT

In addition to this guide, you will benefit from detailed content on our website and exclusive
podcast episodes with experts, produced in collaboration with the CH Media Academy. For each
DO, you can look forward to an exciting episode featuring tips, insights, and real-world success
stories.

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1 VISION
A vision is more than just a prett y sentence on the wall – it is the living picture of your future that
inspires the entire company, from employees to customers, and brings it together.

Why is a vision crucial?

The vision is the guiding star of your company. It must be ambitious, inspiring and may also be chal-
lenging. «The sky is the limit» - it should nevertheless remain realistic. The commitment of your team
depends, among other things, on whether they can identify with the vision. A real vision is a promise
that motivates, inspires and calls for action.

How do you develop a convincing vision?

Developing a strong vision begins with the question: What do we really want to achieve? This is not
just about the «what», but above all about the «why». A good vision is unique, stands out from typical
phrases and stays in the mind. The clearer and more tangible the vision, the stronger its impact.

3 PRACTICAL TIPS
Think big: Imagine what would be possible if you had all the resources.

Be specific: Avoid platitudes – clear, tangible visions inspire.

Live your vision: Repeat it regularly and make it tangible in everyday life.

A strong vision combines inspiration and action orientation – the key to your company’s success.

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2 COMPANY FOUNDATION
The path to your own company is an exciting adventure – full of opportunities, but also challenges.
With passion, a clear business plan, the ideal legal form and the right support, you lay the foundation
for your success.

What makes a successful company start-up?

A good idea is the beginning - but it must also be implemented. Structure and goals are crucial. With
a well-thought-out business plan, you show where you want to go and how you will get there. Your
business model is the driving force behind your new company. Choosing the ideal legal form and com-
plying with legal regulations are important.

How do you take the first step?

It starts with planning. A business plan includes vision, analysis, strategy, measures and finances - and
shows you how to successfully implement your idea. You will be supported by the IFJ BusinessPlan
Tool. Then comes the choice of legal form, company formation, insurance, accounting and registration
with SVA and VAT. The IFJ start-up service accompanies you through these important steps.

3 CHALLENGES
Bureaucracy: Formalities for setting up a company, regulations and registrations cost time and mo-
ney. Let us guide you.
Financing: Without planning and capital, the implementation of your idea will quickly come to a
standstill. Prepare well.
Experience: Inexperience often leads to mistakes. Exchanging ideas with professionals and experien-
ced entrepreneurs is important.

The IFJ Entrepreneur Service is available to help you set up your company and get started with your new
company as a helping hand.

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3 TEAM
Your team is the heart of your company. With motivated employees who share your values, you can
realize your vision and ensure the success of your company. A strong team not only delivers results,
but also promotes innovation and growth.

Why is a strong team so crucial?

The success of a company depends on its team. A dream team is made up of people who share your
vision with passion and commitment. Different skills and perspectives promote innovation and better
decisions. Trust, clear allocation of roles and appreciation form the basis for productive collaboration.

How do you put together a dream team?

Start with a clear vision. Look specifically for people who fit into your company both professionally
and culturally. Use the probationary period to make sure the chemistry is right. Leadership is crucial:
motivate, set common goals and promote a supportive working atmosphere.

3 PRACTICAL TIPS
Get the best on board: rely on talents that enrich your team.

Promote diversity: Different backgrounds bring fresh ideas.

Strengthen team spirit: connect with regular discussions and workshops.

With a strong team, you can promote innovation and ensure long-term success.

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4 FOCUS
When you›re self-employed, focus is everything. It gives you orientation, protects you from
distractions and ensures that you use your energy and resources in a targeted manner. If you
concentrate on what›s important, you create security, stability and long-term success.

Why is focus so important?

Without a clear focus, you risk getting bogged down. Customer inquiries, new projects and ideas can
be overwhelming, and suddenly you don›t have time for what›s important. Focus means setting prio-
rities and consciously saying no. Review every request critically: Does it fit your goals? Does it address
a real market need? Are resources available? This will ensure stability and save energy for what›s
important.

How do you find your focus?

Clarity begins with priorities. Not every task will help you move forward. Learn to say no and critical-
ly question individual wishes. Keep your long-term goals in mind so that you don›t get distracted by
short-term opportunities.

3 COMMON MISTAKES
Accepting everything: Overload and inefficiency threaten.

Ignore market needs: Focus on solutions with broad market potential.

Not setting priorities: time and money are wasted on the wrong projects.

Conclusion: With a clear focus you ensure stability and long-term success.

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12
5 CUSTOMER MANAGEMENT
Satisfied customers are more than just a sale - they are a partner who helps your business grow.
With the right customer management, you build relationships that offer real added value.

What does customer management mean?

Good customer management means putting your customers at the center. Actively approach them,
for example at events or via social networks. Listen carefully, ask specific questions and get honest
feedback. The better you understand their needs, the more appropriate you can make your offer.
Treat them like partners - with appreciation and seriousness.

How do you build your customer management?

A clear target group is the first step. Create a detailed customer profile and define which problem you
are solving for them. Stakeholder mapping helps to integrate partners and suppliers. Communicate
the added value of your offer precisely - this is how you turn interested parties into loyal customers.

3 COMMON MISTAKES
Ignoring feedback: Not taking customer opinions seriously will slow down your development.

Target group undefined: If you want to address everyone, you won›t really reach anyone.

Irregular contact: Breaks that are too long lead to a loss of customer loyalty.

Always try to put yourself in your customers’ shoes.

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6 MARKETING
Marketing is more than advertising – it’s the art of understanding your target audience, meeting
their needs, and selling your products or services as a solution to their problems.

What is marketing really?

«Market» stands for the market, and your customers are the focus - the goal is to know who your cus-
tomers are, what they need and where to find them. «Ting» stands for the ringing of the cash register,
i.e. the result of all marketing activities that lead to successful sales.

Why is marketing important?

Marketing helps you to make your company known and achieve greater visibility. Do you know your
target group? Then it›s time to address them specifically to familiarize them with your brand. Optimi-
ze your website, maintain your social media channels so that your target group can identify with your
brand.

3 CHALLENGES
Marketing mix: Choose the instruments that will bring the best results with the right use of re-
sources.
Market knowledge: Without data on the target group, marketing remains a guessing game. Record
your learnings in writing.
Focus: Too many channels dilute the message. Focus on the channels that are most important to
you.

The better you understand your target group and the more targeted your advertising measures are, the more
effective your marketing will be.

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 fit
Bene
as a
now
t ar t -up!
s

helvetia.ch/start-ups

Start-up.
Choppy waters.
Safe haven.
The path to self-employment is a great opportunity. Helvetia will
support you from the outset when charting your entrepreneurial course.
You know your needs, we have the right solution.

15
7 SALE
Selling is the core of your business - Sales are crucial to how quickly the company gains a
foothold and can establish itself on the market. Without sales there is no turnover and without
turnover there is no sustainable growth.

Why is sales so crucial?

Without sales, there is no success. Sales are not only responsible for the urgent income, but also
mean the important contact with your customers. This in turn helps you to receive valuable customer
feedback in order to improve your offer and to build and maintain long-term customer relationships.

How do you put your sales process on the road to success?

Clearly communicate what makes your product or service unique (USP). Develop a clear customer
journey - these are the individual phases that a customer goes through before purchasing your pro-
duct or service. Use cross-selling and upselling to increase your sales with suitable additional offers.

3 PRACTICAL TIPS
USP: Communicate your unique selling point to inspire your customers.

Customer feedback: Get feedback from customers and employees to continuously improve your
sales process.

Storytelling: Tell stories that make your products or services more tangible.

And most importantly, selling is a craft. Practice, test, adapt – and never lose the fun.

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8 NETWORK
A strong network is like a good circle of friends: It offers support, inspiration and opens
doors that you might not find on your own. With the right contacts, you lay the foundation
for sustainable success - authentically and on an equal footing.

Why are networks so important?

Networks are more than contact lists. They consist of real relationships that grow through give and
take. Ask yourself: What can you offer? Which contacts will help you? Quality beats quantity - your
network should be a place of trust that creates mutual benefits. At the same time, a strong network
provides access to new opportunities, ideas and valuable feedback that can help you develop further.

How do you build a network strategically?

Networks are created through patience and strategy. Set clear goals: acquire customers, share know-
ledge and establish partnerships. Use online platforms such as LinkedIn and personal meetings such
as the IFJ events. Plan your steps carefully and invest time in building long-term relationships. Offer
real added value, be active and helpful to create lasting connections.

3 COMMON MISTAKES
Only take, nothing give: networks only function through reciprocity.

No clear goals: Aimless networking does not create real connections.

Not maintaining contacts: Relationships require regular attention.

Conclusion: A strong, strategic network is your key to valuable and sustainable partnerships.

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9 FINANCES
Big ideas are the beginning - but without stable finances they remain just dreams. With sustainable
planning that promises success, well-managed accounting and the right strategy, you lay the financial
foundation that will lead your company to success.

Why are finances so important?

Without an overview of your income and expenses, there is a risk of losing your course. Cost cont-
rol is therefore important. Well-managed accounting helps you to create an overview of your fixed
costs (e.g. rent and wages) and variable costs (e.g. marketing). Depending on the legal form of your
company, special requirements must be observed. Your focus should not only be on sales, but also on
profitability. Your goal is to generate more income than expenses.

How does a company stay on track financially?

In order to stay on course, it is important to have enough liquid funds. Think about what payment
deadlines you want to set for your customers and suppliers and make sure that they are adhered to
so that your cash flow remains stable. Use accounting tools such as Atlanto to optimize your accoun-
ting and keep a precise overview.

3 PRACTICAL TIPS
Regular checks: Create a monthly report showing your income and expenses.
Stay organized: Keep your personal finances separate from your business finances for a better,
clearer overview.
Create a financial buffer: Always have a financial buffer ready. Create a clear, simple and
meaningful overview.

With these measures, you can keep track of your finances and ensure that your business stays on track.

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10 CRISIS MANAGEMENT
Crises often come unexpectedly, but a prepared company remains able to act. Whether
unexpected market changes, internal conflicts, cyber attacks or financial bottlenecks - the
question is not if a crisis will come, but when. Develop effective plans to deal with crises so
that you can keep a cool head in an emergency.

Why is crisis management so important?

Crisis management is your company›s safety belt - indispensable when it matters. In order to act correctly
in crisis situations, it is important to have emergency plans ready in advance. Because it is about more
than quick problem solving: a well-thought-out approach and structured processes help to keep an over-
view. Proactive action, risk assessments and clearly defined responsibilities minimize losses and ensure
that your company can overcome the crisis.

How do you prepare for crises?

A good crisis plan covers possible scenarios and clarifies who makes which decisions and when.
Compliance with confidentiality and laws as well as data security are extremely important. Financial
resilience is essential: buffers and regular liquidity checks ensure your ability to act. Honest and open
communication with your team strengthens trust and promotes cohesion, even in difficult times.

3 CHALLENGES
Long-term planning: Focusing on immediate problems can jeopardize the future. Think ahead.

Team involvement: Lack of communication creates uncertainty. Maintain an open feedback

culture.
Financial strength: Without reserves, every crisis becomes critical. Make sure you have a buf-
fer and are well covered by insurance.

Good crisis management makes your company more resilient and gives you security, even in unpredictable
times.

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Compelling offers for
compelling business
ideas.
postfinance.ch/startuppackage

Two
yea
of fre rs
e
acco
mana u nt
geme
nt

20
11 INNOVATION
Innovation drives companies forward and sets new standards. It is not just about creating
something new, but making existing things better - better than the market, better than expecta-
tions. Secure a competitive advantage through innovation by adapting your product or service
to constantly changing customer needs.

Why is innovation so crucial?

Innovation means creating solutions that exceed the status quo and arouse real enthusiasm among
your customers - through quality, efficiency or user-friendliness. Companies that actively shape the
market secure a long-term advantage. Innovation does not happen overnight and must be planned. A
structured innovation process helps you to allow time for development and testing and thus turn your
ideas into tangible successes.

How does the innovation cycle work?

The innovation cycle begins with the generation of ideas. Market analyses, customer feedback and
technological trends are important sources that you should consider. Start with the development,
test it thoroughly and bring your innovations to market. After your market launch, you optimize your
products/services again based on your customer feedback, which closes the innovation cycle.

3 CHALLENGES
Timing: Products must not be on the market too early or too late. Observe your market.

Resources: Innovation requires budget, time and talent. Plan ahead.

Acceptance: Customers must be convinced of the benefits. Know their needs.

Innovation creates competitive advantages, advances your company and promotes sustainable success.

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12 FURTHER DEVELOPMENT
Standing still is not an option – neither for you nor for your company. Regular reflection,
courage to change and openness to new things enable you to grow steadily and adapt to
challenges.

Why is further development so important?

Further development means questioning what exists and recognizing new opportunities. Self-reflec-
tion helps you understand where you stand, what goals you have achieved and how you can use your
resources more effectively. Continuous learning is particularly important when you are self-employed
in order to remain successful in the long term.

How do you stay moving?

Reflection is only the beginning - your insights must lead to clear decisions. Observe market trends
and customer needs to stay relevant. A strong network offers you new perspectives and opportuni-
ties. Be flexible and ready to adapt your strategies when practice requires it.

3 COMMON MISTAKES
No time for reflection: No reflection - opportunities remain unused.

Repressing mistakes: Mistakes are valuable teachers – if you are willing to accept them.

Neglecting your network: Without input from outside, you often lack the focus on what is essential.

Stay open, flexible and ready to constantly develop yourself – that is the path to sustainable success.

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LEGAL MADE SIMPLE:
LEGAL CONTRACTS
FOR MORE SECURITY

Shareholder Agreement
Shareholder Binding Agreement
Employment Contract
Terms and Conditi ons or
Pivacy Policies

You too can benefit from our long-

standing proven services.

Selvishah Aliu

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Founding your
own company?
We have the communications
and IT solutions you need.

Start-up benefit
six months free for
SME subscriptions
Discover our offers for
founders now.

Contact our start-up consultation

team by calling 0800 782 788
24
STARTUP SPACE – WHERE PEOPLE
WORK, MEET AND CONNECT.
The startup space offers a constantly evolving innovation ecosystem with a work-life atmosphere of
the future on over 4,500 m2 right next to Schlieren train station. With over 400 modernly equipped
workstations in our own offices and co-working spaces, event rooms with in-house catering and an
active community, the startup space meets the individual needs of companies of all kinds.

OFFICES &
WORKPLACES
COMMUNITY

GASTRONOMY

MEETINGS &
WORKSHOPS
Offices,
events
& much
25 EVENTS more!
IFJ EVENTS
KNOWHOW & NETWORKING.
Are you interested in trends in marketing, sales, communication, artificial intelligence or finance? Do you
like to hear success stories and want to meet people who write them? Or do you want to network with
like-minded people? Our IFJ events offer you exactly that - be it on-site, hybrid or online.

Schlieren
St.Gallen

Lausanne

Lugano

EVENT ONSITE EVENT ONLINE EVENT HYBRID

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OUR EVENT
FORMATS.
From short presentations to full-day events - our various event formats have something for everyone. And
the best thing for you? Participation in our events is free thanks to our partnerships.

STARTIMPULSE Courses Founding day

Regularly offer free short presentations Get started with free courses for your On «Start-up Day» you will learn what
online and onsite on topics such as mar- company launch: Get expert knowledge is important for starting a company.
keting, financing or artificial intelligen- on business plans, company formation, Startups share their experiences, give
ce. Inspiring success stories and networ- accounting, brand protection, marke- tips and insights into self-employment.
king at aperitifs throughout Switzerland. ting and sales - practical, motivating Network with like-minded people and
In four languages. and immediately applicable for your prepare yourself optimally for starting
successful company launch. your company.

Startup Forum Mut zur Chefin Startup Trail

An event with exciting presentations The event «Mut zur Chefin» is currently Take your startup to the next level! At
from speakers who provide insights into taking place in Thun and St. Gallen and InnoTren between Chur and St. Moritz,
innovative topics. Take advantage of is aimed at women who are interested you will learn from experts in work-
networking opportunities, discover new in self-employment. Experts impart shops and discuss your challenges in
ideas and make valuable contacts. knowledge, rounded off with networ- exclusive groups.
king.

27
OPERATING COMPANY?
WE‘LL TAKE YOU TO THE
NEXT LEVEL.
Conferences Tools
Gain knowledge & Administration, accounting &
make contacts business plan

Digitale Services Accelerators

Commercial register changes, Take off as
trademarks & fiduciary service a startup

From accounting, mutations and

contracts to marketing. Together we`ll
get your company on the road to
success
Phil Dankner

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WORLD-CLASS STARTUPS
SWISS MADE.

Since 2004, Venturelab has been developing and opera-

ting programs such as the renowned Innosuisse Startup
Trainings to elevate the best startup talents to the next
level.

Venture Leaders takes the Swiss Startup National Team

to all the hotspots from Silicon Valley, Boston, Barce-
lona, London, Munich to China, supporting startups in
their global expansion.

Annually, the TOP 100 Swiss Startup Award honors the

Winner of the TOP 100 Startup 100 most promising Swiss startups.
Award 2024 Cleantech Startup
DePoly

Venture Kick winner ONWARD Medical

secures a 50 Mio. USD capital increase
in 2024 tosupport the growth
1 MILLION PLUS ofinnovative spinal cord
stimulation.
Venture Kick was launched in 2007 to double the number of
spin-offs from Swiss universities. With over 1 million in potential
seed funding, business development workshops, and an extensi-
ve investor network, highly innovative entrepreneurs from Swiss
universities and colleges are supported.

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Become a
Top
29 Startup
MORE STARTUP DEALS?
WE OFFER YOU DEALS IN:

Administration
Organization
Infrastructure
Marketing & Sales

Choose what is interesti ng and useful

for you, and put together your personal
startup deal package.
Sarina Sutter

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startup
deal! 30
EVEN MORE SUPPORT FOR YOU.
OUR PREMIUM PARTNERS.

«Side by side with the IFJ, we accompany and support startups on their way, so that
founders can concentrate on their business.»
Oliver Baumann, Atlanto

«With our expertise and tailor-made solutions, we don›t ensure success, but everything
that makes young companies successful in the future.»
Martin Jara, Helvetia

«We support founders in the startup phase and beyond with a digital, attractive financial
package. In this way, we confidently lay the foundation for a successful entry into the
business world together with startups.»
Nina Mohagheghi, PostFinance

«We share IFJ’s commitment to promoting entrepreneurship in Switzerland and suppor-

ting founders so they are prepared to succeed.»
Roger Keller, Swisscom
31
 DO YOU HAVE ANY MORE QUESTIONS?
HAST DU NOCH FRAGEN?
OUR STARTUP SUPPORT WILL BE HAPPY TO HELP YOU.
UNSER STARTUP SUPPORT HILFT DIR GERNE WEITER.
+41
+41 �0�71
(0)71 242242
98 98
98 98

[email protected]
[email protected]

IFJ Institut für Jungunternehmen AG

St. Gallen | Schlieren | Lausanne| Lugano

IFJ(0)71
+41 Insti242
tut für Jungunternehmen AG
98 98
[email protected]
St. Gallen l Schlieren l Lausanne l Lugano

www.ifj.ch
www.ifj.ch
www.start.swiss
www.start.swiss
www.businessplan.ch
www.businessplan.ch
www.startupspace.ch
www.startupspace.ch 32