Startups are imperative for pushing societal boundaries yet still need to be integrated into the existing status quo, which creates a very delicate balance for many startups to find.  Accordingly, startup solutions could benefit from feedback by the key players within the relevant ecosystem to provide realistic feedback on why a solution might be embraced or abandoned. Yet as UrbanTech Helsinki discovered, this is harder than it sounds because “a) pilot testing is treated as voluntary charity work, b) current procurement practices are lengthy and bureaucratic and c) only stable, established actors are considered for procurement” (Source: UrbanTech Helsinki. When considering this, the key goal for the Resourceful Sharing project (Jakamisella Viisautta) to “strengthen innovation and research collaboration between cities, universities, and businesses”, is particularly relevant and as a result, a collaboration began between UrbanTech Helsinki, ACRE (A Grid startup community), and Aalto University’s Resourceful Sharing project.

The final event called ‘Redefining VC’ started with a simple question, “What happens when we support startups by activating the ecosystem around a certain topic?”. However, this is a harder task than one might think. Potential buyers, decision makers, and experts in the field might not have time to field questions or pitches from the many businesses pursuing innovation. Further, without an existing relationship, an email from a startup might be dismissed immediately if it makes it out of the spam folder at all. Instead, the invaluable advice and helpful criticism that might only take a few minutes to provide ends up being an unnecessarily rare commodity. Or even worse, a critical opportunity to embrace innovation and benefit both parties is lost.

The ‘Redefining VC’ event is a process that attempts to fix this innovation bottleneck. The ‘built environment’ was chosen as the topic and multiple key players within the built environment ecosystem were invited to serve as jury members for the startup pitching event where they could offer relevant and productive feedback to 20 participating startups not only in person but also by filling out a feedback form. The process went on to allow the jury to choose those startups which they would like to continue conversations with and subsequently attend a “speed-dating” style event where startups and the jury discuss further and more thoroughly.

The resulting format is beneficial for all those involved. Startups get valuable feedback about what might make their solution more market-ready and potentially make connections with industry representatives. While the industry representatives get an overview of the innovations occurring within their field. On a larger level, those industry representatives might feel the urgency of embracing innovation by seeing their peers do so. And finally, as the first event is open to the public, all those who have an interest in the innovation landscape of a particular topic can attend and learn. The first iteration of the ‘Redefining VC’ event occurred 21 August 2025 and 4 September 2025. The initial feedback is positive, with one of the startup representatives saying, “This was exactly what is needed for startups. And should become a new standard for events, regardless of which vertical is in question.” And the organizers agree, hoping for more events like this in the future.

To conclude, Eetu Helminen, UrbanTech’s project manager and event collaborator, described the result of the planning process as such ” With our work with Javist-project I’ve turned from a doubter to a believer. I’ve come to realise that the impact of a project like this is more than just the events, work packages or meeting. The biggest value is that it provides the much required third party trust to different stakeholders. It creates a safe space to work, develop and even dream together. This is what is needed to create something lasting and impactful.”

A video of the 21 August 2025 event can be found here.