Scaling Made Simple? A Framework for Europe’s Startup Future (according to some)
“We’re not here so we can go to each other’s birthdays for the rest of our lives.”
Ah, the timeless warmth of European unity, as Dutch Prime Minister—and soon-to-be NATO chief—Mark Rutte so eloquently put it a few years back.
Yes, the EU often feels like a family, with all the classic bickering, teasing, and camaraderie. But it’s less Thanksgiving dinner and more like a high-stakes, highly regulated group project—where everyone has their own agenda, and no one’s keen on celebrating birthdays together.
But time is ticking. And with Donald Trump and his - nationalistic? Isolationistic? Egocentric? - worldview returning to the centre court now more than ever, the family needs to strengthen its bonds.
Enter: EU Inc.
It’s an ambitious push to create a unified framework for European startups that faces a December 1st deadline to make it onto the EU policy stage. It’s a chance to make cross-border growth simpler, smoother, and sustainable—a rare opportunity to get everyone under one (shared) roof, quirks and all. We dive deeper into this timely topic in ComCom #4.
How EU Inc is Sparking the Future of Europe’s B2B SaaS Startups
A few weeks ago, Mario Draghi called attention to a critical issue: Europe’s innovation pace is trailing behind global leaders. Complex regulations, fragmented markets, and slow-moving legal systems are holding back startups from achieving their full potential. In response, an ambitious initiative—EU Inc—is gaining traction. With high-profile supporters like the founders of Stripe, Supercell and Soundcloud, as well as suport from venture capitalists like Index Ventures, Sequoia, and Atomico, and Europes startup associations, the initiative is quickly building momentum.
EU Inc isn’t just another bureaucratic body; it’s a vision by European entrepreneurs to simplify our startup landscape. Its goal? To remove cross-border barriers and establish an environment where startups can scale without facing compliance hurdles. EU Inc advocates for a new legislative framework in the European Parliament—a “startup passport” that would allow companies to incorporate once and operate seamlessly across all member states. If successful, this law would unify essential procedures, enabling startups to focus on growth rather than navigating legal systems.
Why Is EU Inc Needed?
Europe’s startup scene faces unique challenges. Fragmented legal systems and market structures make scaling across the continent… shall we call it challenging? Or, like germany-based founder Jér?me Bau, starting up in Germany often feels like “building a factory for metalworking in the 1800s,” with extensive paperwork, notary visits, and long processing times at every step.
EU Inc aims to change this by proposing a pro-European—not just pro-EU—framework. And yes, that includes extending a hand to our wayward sibling, the UK. (You know, the one who decided to leave the family but still shows up for holidays.) Because as siblings, even with our complicated histories and quirks, we’re in this together.
By adopting a unified structure, EU Inc could harmonize stock options, simplify cross-border employment, and streamline investment processes, making it easier for everyone in the family to succeed. For instance, a 2024 Index Ventures report reveals that seven EU countries have stock option policies on par with—or even exceeding—those in the US, with the Baltic nations leading and Switzerland lagging.
Scaling Without Borders
Imagine scaling from Berlin to Paris or Lisbon without the added burden of navigating unique labor laws or compliance hurdles. By streamlining these requirements, EU Inc could allow startups to focus resources on growth and innovation instead of getting tangled in administrative compliance.
And trust me, I’ve seen how complex this can get. Recently, I hired a talented designer—born in Azerbaijan, educated in Latvia and Turkey, and now based in Poland. To make it work, I had to go through a local Polish company that specializes in “renting out” remote talent like him, handling the visa complexities and ensuring he remains compliant with local laws. It’s a great solution but also a reminder of just how fractured our system is.
In fact, this complexity has spawned a booming service industry, with companies like Deel, Remote, and Oyster stepping in to handle global payroll, compliance, and benefits for international hires. This framework would potentially eliminate the need for these middlemen, allowing companies to simplify their own operations and allocate resources directly toward scaling, rather than relying on third-party solutions to bridge the compliance gap.
Why Existing Structures Don’t Cut It
While Europe offers frameworks like the European Company, or Societas Europaea (SE)—yes, in Latin, because that’s how we apparently do formal things—these were not designed with the needs of modern startups in mind. With a minimum capital requirement of €120,000, plus extensive compliance obligations, the SE model is out of reach for the majority of us.
EU Inc, however, proposes a startup-friendly structure tailored specifically for early-stage companies. The goal is to enable these businesses to expand quickly across borders without a constant need for legal adjustments.
As TechCrunch points out, this model could attract venture capitalists accustomed to the scalability of American funding structures. Meanwhile, a recent analysis from Orrick—a global law firm specializing in technology and finance—highlights that while SE frameworks align well with corporate needs, they fall short for startups that prioritize agility and speed—precisely what EU Inc aims to provide.
Political Challenges and Growing Support
While EU Inc aligns with the broader calls from leaders like Mario Draghi and Ursula von der Leyen for unified European frameworks to foster innovation, not every country is fully on board. Some states worry about losing regulatory control and economic sovereignty, creating potential obstacles. This resistance underscores a key obstacle: while EU Inc has the potential to drive innovation, its success hinges on political alignment across Europe.
There is increasing discussion across Europe about the need for a unified startup ecosystem that can compete globally. As leaders recognize the benefits of harmonizing regulations to create a cohesive European market, support for initiatives like EU Inc could grow. If embraced, EU Inc represents a chance to transform Europe into a competitive landscape for startups.
The Marketing and Growth Hurdles: A Layer of Complexity
For marketers, Europes fragmented landscape brings unique challenges:
领英推荐
While EU Inc wouldn’t resolve cultural and channel complexities, its potential to streamline regulatory frameworks across Europe could reduce compliance overhead for marketing teams. By aligning data protection and legal standards, EU Inc could allow teams to focus more on crafting localized campaigns, rather than navigating compliance across borders. This shift wouldn’t just benefit founders; it could also enable marketers and growth teams to execute strategies more efficiently across Europe’s diverse markets.
Conclusion: Why EU Inc Matters Now
The introduction of EU Inc could mark a pivotal shift for Europe’s startup landscape. As Orrick’s analysis highlights, this structure could make Europe a more attractive market for global investment and growth, leveling the playing field with other regions. With over 11,000 signatories backing the EU Inc petition, the startup community is signaling that the time for change is now. But, like any good family, Europe’s “siblings” must act together to make it happen.
If recent years have taught us anything, it’s that families don’t necessarily come together just because they’re family. Yet under pressure, true allies reveal themselves.
So while you might think that recruiting, strong SDRs, localized campaigns, and properly configured HubSpot properties are the keys to scaling your business across Europe, it could actually be something far less exciting that moves the needle:
A signature on an EU petition.
And a new legislative framework that gets put in place.
Our saved LinkedIn-posts this week
Not sure we need more titles in marketing, but if we do, you’ll find plenty of inspiration in the comments of this post from Emily Kramer . It’s a relevant read on the increasing need for a “glue role” that sits between sales and marketing—keeping teams aligned as tools, signals, and data expand rapidly. Great suggestions in the thread, from “Sales Growth Strategist” to “Pipeline Gen Program Manager” to… “Plumber.”
“Looking into newsletters at the moment”—feels like both 2002 and 2022, doesn’t it? But with all the buzz around them on my feed, I can’t ignore it. HubSpot’s Sr. Director of Marketing, Kyle Denhoff , shares some big thoughts on why they’re doubling down on newsletters, especially after acquiring the AI-focused Mindstream. It’s a shift worth watching. I’ll dive deeper into the topic in an upcoming issue of ComCom, but in the meantime, check out Kyle’s insights on why newsletters might just be the B2B growth channel we can’t overlook.
Too many companies skip defining their ICPs altogether, and even more settle for something broad like “anyone with X employees in Y industry.” Champify’s CEO Todd Busler points out the real cost: a vague ICP drains your team’s time and resources. And in this post, he shares Chili Piper’s: It’s next level. They define their ICP with clear “must-haves” and “nice-to-haves,” using criteria like CRM type, business model, and team roles. A refined ICP means smarter targeting—and better results.
Marketing Moves: Open Roles to Watch Across Europe
Creative Copywriter, JokoLocation (Remote Friendly, Paris, France)
Joko seeks a Creative Copywriter to shape their brand voice across digital platforms. Work closely with design and marketing teams to create engaging copy that connects with audiences. Clear recruitment steps and flexible remote options included.
Senior Marketing Operations Specialist at Salsify (Remote first, Lisbon, Portugal)
Salsify is looking for a Senior Marketing Operations Specialist to help fine-tune their marketing systems, handling everything from Marketo campaigns to Salesforce integrations. You’ll play a key role in optimizing cross-team campaigns for a "global leader in digital commerce". As always, you have to love a transparent compensation philosophy and a clear pay range (€30,175—€35,500 EUR) plus equity.
Head of Growth at Bene Bono (Hybrid, Paris, France)
Bene Bono seeks a Head of Growth to expand their community from 30K users in France & Spain to 100K+ within 2 years. Own digital strategy, performance marketing, and analytics in a role designed for a strategic, hands-on leader.
Tell your friends…
that you made it all the way down here. And that ComCom (hopefully) gave you some fresh insights into marketing & comms for European SaaS & Tech professionals. They should make it here, too—right to the end.