EMPLOYEE = FOUNDER
Building a Startup inside a Fortune 500 Company
Max-Antonio Burger – Co-Founder & CEO of VEZA SUR Brewing Co.

Employee = Founder: Building a Startup inside a Fortune 500 Company
Can an employee of a Fortune 500 company become a founder of a startup within that same
company? It’s not easy but it is possible. Entrepreneurship is about harnessing an
opportunity for a consumer need that could become the basis for a sustainable venture.
What happens if you see that opportunity when working in a massive organization? How do
you get started and what are the risks? In this case study, you’ll learn about the real-life
experience of a founder inside of the Brewer’s Collective (the craft division of Anheuser-
Busch). You’ll learn what it was like to get this startup off the ground and how Lean Startup
methodology was the roadmap for success.
Max-Antonio Burger – Co-Founder & CEO of VEZA SUR Brewing Co.

SWITZERLAND
COLOMBIA
A LITTLE ABOUT MYSELF

Bend
MIAMI
Bogota
COLOMBIAN CRAFT MEETS WEST COAST CRAFT

WE DON’T KNOW WHAT IS GOING TO WORK IN THE FUTURE!
UNCERTAINTY IS THE MOTHER OF ENTREPENEURSHIP AS
“Entrepreneurs are different in many ways, but they are the same in one
fundamental way: navigating & reducing uncertainty!” Eric Ries

THE ILLUSION OF THE INTRAPRENEUR
Source: How to move mountains as a corporate entrepreneurs by OneLeap
“An employee who takes the freedom to pursue an identified opportunity or
customer need, secures the financial support to validate new products,
services and systems, and in the process chooses not to follow the
company’s usual routines or protocols.”
“An employee who is given freedom and financial support to
create new products, services and systems, who does not
have to follow the company’s usual routines or protocols.”

THE ILLUSION OF THE INTRAPRENEUR
Source: How to move mountains as a corporate entrepreneurs by OneLeap
“An employee who takes the freedom to pursue an identified opportunity or
customer need, secures the financial support to validate new products,
services and systems, and in the process chooses not to follow the
company’s usual routines or protocols.”

10+ COMMANDMENTS
Source: Adapted from The Pinchot Perspective Blog by Gifford Pinchot
PLUS: Don't ask to be fired; even as you bend or break the rules and act without permission, use
all your political skill to survive and do what is in the best interest of the company.
❶ Come to work each day willing to be fired. ❻ Be a pirate. Work underground as long as possible –
publicity triggers the corporate immune system.
❷ Circumvent anyone trying to stop you. Don’t give
power to the people that only can say No.
❼ Never bet on a race unless you are running in it.
❸ Find people to help you. ❽ Ask for forgiveness rather than for permission.
❹ Do any and all jobs needed to make it work. ❾ Stay true to your goals and do what is in the best
interest of the company.
❺ Build and follow your intuition about the people
you choose. Work only with the best.
❿ Thank and Honor your sponsors.

PHASES OF DEVELOPMENT
Ideation Validation Scaleup & Plug
into the Machine
Seed
MVP
“No plan survives first
contact with the
enemy.” — Navy Seals
SPONSORSHIP
From No-Resources
to Some-Resources:
EARN IT!
PRODUCT MARKET FIT
Time to define the
opportunity and possible
business model- viable,
scalable, feasible – and
continue to reduce risk.
SCALE AND PROFITABILITY
Optimize business model
and multiply the volume in
the least amount of time.

DEGREES OF SEPARATION & THE CORPORATE TENTACLES
Global
Zone A Zone B
Core
Business
Sales Marketing Supply Finance Legal
New
Business
Big Bets
Existing
Innovation
New
Ventures
Start Up

BRAND DEVELOPMENT

BRAND DEVELOPMENT
FROM: NEIGHBORHOOD BREWERY TO: CONSUMER BRAND

2020 BRAND VISUAL IDENTITY

WHAT IS THE RIGHT MOMENT TO GO FOR IT?
Never = Always
Personal
ProfessionalOpportunity

¡GRACIAS!