here they are:
our first
perfect matches!

butterfly & elephant is the investment company of GS1 Germany and combines the strengths of corporate structures with the agility of the startup world. Our uniqueness lies in the combination of smart capital and smart connections: we not only provide funding but also direct access to a large cross-industry network of over 97,000 companies from retail, consumer goods, e-commerce, and healthcare in Germany – and even two million customers worldwide.

Startups benefit from the application and further development of GS1 standards, which are globally recognized for efficiency and transparency. In addition, we provide access to exclusive industry events, co-working infrastructure, and strategic sparring.

Unlike many other corporate investors, we do not require startups to adapt their business ideas to internal structures. Instead, we promote entrepreneurial freedom and trust in the founders’ vision. Our goal is to support startups in developing independently and sustainably – with a strong partner by their side.

The focus of butterfly & elephant, the accelerator and investment vehicle of GS1 Germany, is on supporting seed and early-stage startups that actively use, further develop, or promote GS1 standards—thereby creating added value for the GS1 Germany community.

This means we invest specifically in innovative companies from the healthcare, retail, consumer goods (FMCG), e-commerce, logistics, and transport sectors.

We particularly look for topics such as traceability and transparency in supply chains, circular economy, the digital product passport, artificial intelligence, customer experience, data for sustainability, health data, as well as production and additive manufacturing.

With this thematic and industry-specific focus, we support startups that are actively shaping the future of standards, sustainability, and digital transformation.

The application process is simple: startups can apply directly via the contact form on our website. After receiving the application, we will get back to you within two to four working days with either an acceptance or a rejection.

What do startups receive in addition to capital?
Alongside capital (up to €300k), butterfly & elephant offers a range of additional opportunities to accelerate your growth:

Strategic focus
We invest specifically in startups with strategic relevance, providing not only financial support but also expertise, networking opportunities, and access to the market.

Network across industries and companies
A cross-industry network that opens doors — from logistics and retail to healthcare and technology.
In addition, you benefit from a high-profile investment committee including personalities such as Thomas Alt, Jacob Fathi, Dr. Meinrad Lugan, Ralf Pütmann, and Kay Schiebur.

Access to GS1 resources — including standards, expertise, and network
By receiving investment from butterfly & elephant, you gain free access to GS1 standards. You also benefit from the expertise within GS1 Germany and can leverage the broad network across multiple industries.

Internationalization with GS1
GS1 operates its own organizations in 116 countries worldwide, and we are happy to help establish connections.

Long-term partnership
Our strategic approach focuses on long-term partnerships — we are not an exit-driven investor.

Startups are particularly relevant for butterfly & elephant if they have a clear connection to GS1 Germany, for example through the use or planned integration of GS1 standards. These standards enable efficient, scalable, and interoperable business processes. Due to our affiliation with GS1 Germany, they are a central part of our investment strategy.

In addition, we expect initial revenues as well as a reliable track record that demonstrates the market viability of the business model. Thematically, we focus on the areas of health, retail, FMCG, e-commerce, as well as logistics and transport.

The investment process at butterfly & elephant usually begins with a non-binding introductory meeting to get to know each other. If there is mutual interest, we deepen the conversations and involve GS1 experts early on to evaluate the business model in the context of relevant standards. In the next step, we jointly explore what a potential collaboration could look like.

This is followed by a structured tech, financial, and team due diligence. If everything aligns and no critical issues arise, we invite the startup to pitch in front of our Investment Committee. That is where the final investment decision is made.

The Investment Committee is the central decision-making body at butterfly & elephant. It consists of experienced entrepreneurs and industry leaders who understand and represent the interests of GS1 Germany, yet are not directly part of GS1. This external perspective enables independent decisions and adds strategic depth to the selection process. The members contribute valuable expertise, act as door openers, and provide crucial impulses for the further development of the startups.

Members of the Committee:

• Thomas Alt
• Jacob Fathi
• Dr. Meinrad Lugan
• Ralf Pütmann
• Kay Schiebur

We invest with a clear goal: to sustainably strengthen startups without interfering in their business model or limiting their entrepreneurial freedom. Founders retain full control over strategic decisions and do not have to adapt to us in order to receive investment.

Startups in the butterfly & elephant portfolio receive not only capital but also access to a deep industry network, GS1 resources, and international GS1 organizations. In addition, we position ourselves as a strategic investor with the goal of building a long-term partnership—without KPI requirements or exit pressure. This is precisely what we mean by Smart Capital: funding combined with real added value for sustainable growth.

GS1 standards provide startups with a structured, scalable, and internationally recognized foundation for efficient business processes. They ensure transparency and traceability along the entire supply chain—from the manufacturer to the point of sale. Especially in industries such as e-commerce, consumer goods, retail, and healthcare, GS1 standards create trust, compatibility, and market access. For startups aiming to scale quickly and succeed in complex markets, they represent a decisive competitive advantage.

Yes, butterfly & elephant has the ability to make follow-on investments.

“Butterfly” represents transformation and change, while “elephant” symbolizes strength and a supportive community. The combination of both symbols highlights the diversity and collaboration that underpin our program and enable growth and success.

With butterfly & elephant, GS1 Germany has invested in five companies and supports them in their growth.

SLACE – offers a SaaS solution for personalized messaging in retail and the consumer goods industry. It enables 1:1 communication across channels such as WhatsApp and opens up new revenue models through retail media.

pickshare – develops circular city logistics solutions for retail, CEP, reusables, and recyclables. The goal is the intelligent consolidation of goods flows in urban logistics.

Info.Link – provides a platform for digital packaging labels based on Digital Link. Companies can easily generate and manage labels and efficiently meet regulatory requirements.

Cyreen – brings data-driven precision to brick-and-mortar retail. It enables measurable in-store retail media and makes customer behavior at the point of sale transparent and analyzable.

Gardia – offers an emergency call system with automatic fall detection, providing greater safety for elderly and chronically ill individuals. In the event of a fall, a direct connection to relatives or an emergency call center is established, replacing traditional home emergency call systems.

heyCircle – provides a reusable packaging system for the B2B sector. Robust boxes and intelligent software enable efficient return of packaging and reduce the use of single-use materials.

Executive Summary
→ The business idea in one sentence, market opportunity, and initial traction.

Problem & Solution
→ Which customer problem is being solved, and how does your solution stand out from the competition?

Market & Competition
→ Target market, segmentation, competitor analysis, and differentiation.

Business Model & Monetization
→ Revenue streams, scalability, pricing strategy, and key KPIs such as CAC & LTV.

Team & Culture
→ Relevant experience, role distribution, values, and openness to support.

Roadmap & Milestones
→ Concrete goals for the next 6, 12, and 24 months, including internationalization.

Financial Planning
→ Historical figures, forecasts, capital requirements, and planned use of funds.

Valuation & Investment Structure
→ Valuation approach, preferred investment structure, and exit scenarios.

Risks & Mitigation Strategies
→ Honest assessment of potential risks and strategies to minimize them.

Proof of Concept & References
→ Pilot customers, feedback, studies, and testimonials.

Vision & Investor Value
→ Long-term strategy, ROI potential, and possible synergies.

Presentation Style
→ Clear, confident, authentic — with focus on structure, passion, and team strength.