The research results will be made public in the first quarter of 2025.

For the first time for Romania, this research uses the ODI&JTBD (Outcome Driven Innovation & Jobs To Be Done) methodology - an innovation process considered to be among the most customer-centric and scientifically rigorous worldwide, with a success rate of 86%. The Outcome-Driven Innovation&Jobs-to-be-Done (ODI&JTBD) methodology explores 26 key drivers of innovation performance and identifies the greatest opportunities for improvement.

Romania lags 34% behind EU average in innovation

The project is being launched as 84% of CEOs worldwide see innovation as a key driver for growth over the next five years, according to Boston Consulting Group data, but Romania is 34% below the EU average in terms of innovation, according to the European Innovation Scoreboard 2024 (EIS 2024). The most innovative countries in Europe are Denmark, Sweden, Finland and the Netherlands (performing more than 125% above the EU average), while Croatia, Poland, Slovakia, Latvia, Bulgaria, Poland, Latvia and Romania are at the bottom (emerging innovators performing below 70% of the EU average), the same study shows.

The research thus aims to help companies to innovate by providing entrepreneurs and managers with an analysis of the current level of innovation, both at individual and national level. The estimated impact of the project is that by 2030 Romania will advance from last place in the EU in terms of innovation and reach the "moderate innovators" zone from the "emerging innovators" zone where it is currently.

What do startups who participate in the research receive

Founders interested in participating must complete a personalized questionnaire that they will receive by e-mail from ROTSA.

Startups participating in the research will receive benefits such as:

• A free assessment and a customized report of innovation performance against the highest international standards and specific recommendations to improve innovation capabilities.
• Access to the ODI&JTBD methodology that can optimize innovation processes and improve companies' market position, profitability and efficiency.
• Networking and Visibility: Participation in webinars and panel discussions will allow startups to connect with industry leaders and discover valuable collaboration opportunities.
• The book "Jobs to Be Done: From Theory to Practice" by Tony Ulwick, pioneer of the JTBD method, with a foreword by Philip Kotler, the "Deming of Innovation"
• Access to national research findings for an in-depth understanding of innovation in the Romanian startup and founder community.

"In the startup world, the term 'innovation' is one of the most used. But although founders have ideas, very often they are unable to implement them as well or as quickly as they would like, nor do they have the resources to know where they stand in relation to other local, but especially regional or global competitors. Innovation is mandatory in all aspects of building a business, a complex and challenging process, which is why the success rate of startups is less than 10%. I want as many as possible of the almost 1,000 startups I have worked with over the last six years since founding Techcelerator to participate in this project so that they will have a clear idea of their innovation performance, their strengths and their vulnerabilities. It is the chance to participate in a project that brings a methodology applied for the first time in Romania. ODI&JTBD means a success rate of 86% and concrete solutions for the efficiency and profitability of companies,” said Cristina Țoncu, co-founder & program manager of Techcelerator and regional director of Romanian Tech Startups Association (ROTSA).

"I've been working with companies for about 30 years, and I often tell clients that they can't reach where they want to if they don't know where they are. We know that Romania ranks last in innovation in Europe and has not made significant progress in the last five years, according to EIS 2024. The research we are launching today is both comprehensive and personalized, showing each company the reality of where they are. But, most importantly, it comes with solutions adapted to the current market context compared to the Voice of the Customer methodology which is 99% used in innovation initiatives in Romania, but is less and less relevant globally because it does not offer clear and sustainable solutions. At the end of this research based on the ODI&JTBD methodology, each company will have at the end a report that will let them know which are the steps they need to take in order to grow. I believe that this project can radically change the Romanian business for the next decades, and in 2030 Romania could be among the moderately innovative countries, which would mean at least five places ahead of where it is today. Thus, this project is not only about collecting data, but also about building a solid foundation for the future of innovation in Romania," said Eusediu Margasoiu, co-founder of the management consulting company The Network.

"We want Romanian startups to understand the benefits of this research, because it is a great opportunity to receive a personalized analysis that will help them to identify their strengths and the areas for improvement, but also because they will have access to top resources to help them in the innovation process," said Zoe Pascale, Managing Partner&Research Director at Strategis RBC.

ROTSA (Romanian Tech Startups Association) is a nonprofit organization that aims to promote, support and represent the interests of technology startups in Romania. ROTSA, by collaborating with actors of the national ecosystem, realizes the national mapping of tech startups in Romania, in an effort to generate data related to the state and evolution of tech startup companies. ROTSA's vision is to develop and support the tech startup ecosystem, being at the same time a connector for the main actors and a link to other existing international ecosystems.

Techcelerator is the SEED accelerator targeting advanced technology startups in Romania and South Eastern Europe. Since its founding in 2018, Techcelerator has successfully supported more than 200 start-ups throughout previous accelerator rounds, as well as through various support programs, organized by itself or in partnership with other entities in the ecosystem. Since its launch, Techcelerator portfolio companies have benefited from a total investment of over €40 million through the investment rounds attracted so far.

The Network is a business strategy boutique that turns complexity into clarity and opportunities into tangible results. Founded in 2008 by Eusediu Margasoiu and Cristina Gheorghe, professionals with over 30 years of solid experience in business leadership, the company redefines success through solutions designed for leaders who not only want to keep up with change, but to cause it. With a strong marketing pedigree and strategic capabilities validated through collaborations with leading organizations globally, The Network team uses a customer-centric approach to build strategies that deliver real value. From strategy formulation to strategic marketing, innovation and internal capability development, every project is a statement of ambition and excellence. Among the more than 50 clients who have chosen to rewrite their strategy with The Network are the Agricover Group, Secom, CITR, Agricola and Noodle Pack.

Strategis RBC is a market research company founded in 2012 by Zoe Pascale, a specialist with over 20 years of experience in the field. The company offers qualitative and quantitative research services for sectors such as FMCG, financial-banking, pharma, retail, beauty & body care, tobacco, IT&C, media (print & radio), construction, architecture & design, telecom and automotive.