About Minc

You have a passion to build something bigger than yourself. We have experience, support and an arsenal of tools for you to use. Let’s change the game together.

Mix of people co-working in open office

The Minc Startup House Story

Minc was established by the City of Malmö in 2002 as one of Scandinavia's first startup incubator programs - just after the dot com-bubble burst, but well ahead of the rise of the new internet giants. In our 20 years we've provided a platform for hundreds of entrepreneurs who want to make a positive impact on the world. And many of them have.

Our entrepreneurs have done everything from developing a new standard for diagnosing mental illness using AI technology to creating the largest Arabic-speaking community with in-depth knowledge about the national affairs. Their innovations have been used to uncover the Panama Papers and they have developed facial recognition technology for Apple.

We're a complete startup house

Today we run the award-winning accelerator Fast Track Malmö and the pre-incubator, as well as our incubator. We work with in-house business developers and a global network of business angels, coaches and industry experts. We offer a community of like-minded and passionate entrepreneurs to connect with, learn from and grow alongside.

Minc is fully owned by the City of Malmö, which means we exist for the common good and aren't driven by profit. Our entrepreneurs will always be our main priority.

two women and one man working together at a desk staring on a computer

Want to change the game together?

You have a passion to build something bigger than yourself. We have experience, support and an arsenal of tools for you to use. Let's change the game together.

Minc Manifest

Welcome to Minc’s heart and soul – our manifest, a vibrant mix of our culture and values that form the core of our way of living and working at Minc.

Don’t underestimate
the coffee connection.

We are thinking globally, innately digital and on the move. But we know in our hearts there is no better way to build a bond than when we’re together. Those spontaneous chats in the lunchroom, the constructive clashes, the shared stories … These are the elements that build deep culture, relationships, friendship, and drive results. Out of the office is good, but we truly thrive together.

Care.
Like a pro.

We're playfully professional here. Of course we’re organised, committed, and have high standards for quality and service, but we add something else. We work with a lot of heart, empathy, joy, and are open to new ideas, people, and solutions. We strike a balance between playfulness and seriousness.

We’re
inseparable.

We are all Minc. In the office and beyond we represent Minc, and Minc represents us. Our name and network opens doors, and our collective expertise makes us all wiser. As you take the name of Minc with you where you go, remember this comes with a great responsibility. Ambassadors know that words and actions matter.

Generosity
pays.

Be generous with your eyes and ears. As you gather insights, knowledge, and experience from the world, please share it with the whole team. With this awareness and knowledge we can achieve more, for us and for the companies - that’s what we're here for after all.

Be brave.
We’ve got you.

Curiosity lights our way, but sometimes it takes a little extra courage to dare to really challenge ourselves. For some that’s stepping up to lead, for others it’s being secure enough to let others lead. Sure, it's scary to step out of your comfort zone but nothing is scarier than just standing still. We grow through challenge, individually and together - and your teammates have your back, always.

It’s all about
the startups.

As Malmö's startup house, we're where the action is - part of an incredible journey, involved in diverse scenarios, and we meet truly inspiring people. Amidst all of this though there is one mission that stands above the rest - we're here for the startups. They always get first dibs on our attention.

Curiosity is
our currency.

Never underestimate the value of curiosity. Ask all the questions, show an interest in others, challenge the first impression, and broaden your views. This is how we gain a better understanding of both people and the world we operate in. Open minds are a superpower here at Minc - to build a better business world and society. It’s more fun that way.

Keep your mind
and door open.

Openness is crucial for us. We never know what the next big idea or collaboration might look like or where it will come from. But one thing is certain - our door and mind must always be open, actively inviting and welcoming new people and opportunities.

Being different
makes a difference.

We share similar values and mindsets, but we are also unique. Over 40 languages are spoken in our house and we have diverse skills, experiences, and quirks. Recognizing the value of our differences, and showing respect and appreciation for them, is not only a competitive edge but also a mood booster. Strive to understand and learn from each other, but never stop being the wonderful, original you.

You have an impact.
Use it wisely.

Many companies we support are focused on making a better world - but that doesn't exempt us from responsibility, on the contrary. Awareness of our social, ecological, and economic impact should always be front of mind. From small actions like how we interact with people, to the bigger picture. So, even if it's daunting, we understand our responsibility and use our ability to make an impact. We do this as often and as much as we can.

Meet the Team

Meet the people that keep the lights on

Daniel Persson

CEO

Business Architect, passionate about leadership, build and develop individuals, teams and organisations with trust, visions, guidance and curiosity.

Jonas Jönsson

Business Coach, Incubator

Jonas has been coaching startups for 15 years, focusing on early product development, financing & team.

Dennis Åström

Lead, Startup Offer

Has a background at Almi and and got a black belt in developing business models.

Nino Subotic

Accelerator Co-Lead Fast Track Malmö

Founder went accelerator co-lead. Go to market, UX, Growth, Marketing.Co-Lead Minc Accelerator

Melinda Elmborg

Accelerator Co-Lead Fast Track Malmö

VC went accelerator co-lead. Funding, Metrics, Storytelling.Co-Lead Minc Accelerator

Anja Sergeeva

Marketing Communications & Content

Detail-oriented & creative digital marketer

Katja Fjellström

Business Coach

Curious to the core. Driven by inspiring, leading, and finding synergies that create relationships

Mark Jennings

Marketing expert and Coach, Incubator

I help startups explain themselves to the world through my experience as a growth marketer, startup founder (and mentor), direct-to-consumer advocate, and whisky writer. Strong opinions, weakly held.

Ulf Christiansson

Technology Advisor

From early startups to Fortune 500 companies. Defining direction, building high performance teams and leading through change. Doing. Teaching. Coaching.

Rickard Hansson

Technology Advisor

A serial entrepreneur with over 20 years of experience building successful companies like lemoon®, Way2IT, damoon®, Incentive, Dynamics Connect™, Spectrum (no, not that Spectrum), and more.

Ida Herbertsson

Head of Fast Track Capital

From management consulting into the startup world where she aims to stay and keep on focus on the money

Sanna Lindberg

Head of Marketing & Communications

Heading the marcom team, strategy and planning how to communicate Minc and its subbrands.

Dzenis Skopljak

Community

Building and growing engaging communities is what gets me going. Especially when the focus is female empowerment and inclusion!

Mia Levenius

Facility Manager

Networking and connecting people is a part of my core

Yvonne Malmgren

Project Manager

Meeting people and making them feel welcome is what thrives me

Genti Cifliku

Controller - Business

Specialties: problem solving, analytics, communication

Eva Ohlsson

Controller - Economics

Economics and structure is my passion

Moa Norstedt

Portfolio Coordinator

Economics & Investments are my favorite areas and what I think is the most fun

Anette Larsson

Receptionist

As the receptionist and as an entrepreneur myself I do my joyful best to make everyone feel welcome.

Herman Treschow

Business Coach

Jonas Jönsson

Business Coach, Incubator

Jonas has been coaching startups for 15 years, focusing on early product development, financing & team.

Dennis Åström

Lead, Startup Offer

Has a background at Almi and and got a black belt in developing business models.

Katja Fjellström

Business Coach

Curious to the core. Driven by inspiring, leading, and finding synergies that create relationships

Mark Jennings

Marketing expert and Coach, Incubator

I help startups explain themselves to the world through my experience as a growth marketer, startup founder (and mentor), direct-to-consumer advocate, and whisky writer. Strong opinions, weakly held.

Ulf Christiansson

Technology Advisor

From early startups to Fortune 500 companies. Defining direction, building high performance teams and leading through change. Doing. Teaching. Coaching.

Rickard Hansson

Technology Advisor

A serial entrepreneur with over 20 years of experience building successful companies like lemoon®, Way2IT, damoon®, Incentive, Dynamics Connect™, Spectrum (no, not that Spectrum), and more.

Jonas Jönsson

Business Coach, Incubator

Jonas has been coaching startups for 15 years, focusing on early product development, financing & team.

Dennis Åström

Lead, Startup Offer

Has a background at Almi and and got a black belt in developing business models.

Katja Fjellström

Business Coach

Curious to the core. Driven by inspiring, leading, and finding synergies that create relationships

Mark Jennings

Marketing expert and Coach, Incubator

I help startups explain themselves to the world through my experience as a growth marketer, startup founder (and mentor), direct-to-consumer advocate, and whisky writer. Strong opinions, weakly held.

Ulf Christiansson

Technology Advisor

From early startups to Fortune 500 companies. Defining direction, building high performance teams and leading through change. Doing. Teaching. Coaching.

Rickard Hansson

Technology Advisor

A serial entrepreneur with over 20 years of experience building successful companies like lemoon®, Way2IT, damoon®, Incentive, Dynamics Connect™, Spectrum (no, not that Spectrum), and more.

Jonas Jönsson

Business Coach, Incubator

Jonas has been coaching startups for 15 years, focusing on early product development, financing & team.

Dennis Åström

Lead, Startup Offer

Has a background at Almi and and got a black belt in developing business models.

Nino Subotic

Accelerator Co-Lead Fast Track Malmö

Founder went accelerator co-lead. Go to market, UX, Growth, Marketing.Co-Lead Minc Accelerator

Katja Fjellström

Business Coach

Curious to the core. Driven by inspiring, leading, and finding synergies that create relationships

Mark Jennings

Marketing expert and Coach, Incubator

I help startups explain themselves to the world through my experience as a growth marketer, startup founder (and mentor), direct-to-consumer advocate, and whisky writer. Strong opinions, weakly held.

Ulf Christiansson

Technology Advisor

From early startups to Fortune 500 companies. Defining direction, building high performance teams and leading through change. Doing. Teaching. Coaching.

Rickard Hansson

Technology Advisor

A serial entrepreneur with over 20 years of experience building successful companies like lemoon®, Way2IT, damoon®, Incentive, Dynamics Connect™, Spectrum (no, not that Spectrum), and more.

Nino Subotic

Accelerator Co-Lead Fast Track Malmö

Founder went accelerator co-lead. Go to market, UX, Growth, Marketing.Co-Lead Minc Accelerator

Melinda Elmborg

Accelerator Co-Lead Fast Track Malmö

VC went accelerator co-lead. Funding, Metrics, Storytelling.Co-Lead Minc Accelerator

Ida Herbertsson

Head of Fast Track Capital

From management consulting into the startup world where she aims to stay and keep on focus on the money

Ida Herbertsson

Head of Fast Track Capital

From management consulting into the startup world where she aims to stay and keep on focus on the money

Moa Norstedt

Portfolio Coordinator

Economics & Investments are my favorite areas and what I think is the most fun

The Minc board

Åsa Skogström Feldt

Managing Director, IKEA Social Entrepreneurship BV

Micael Nord

Director for Business and External Relations, the City of Malmö

Magnus Wide

Serial entrepreneur and co-founder of Djäkne startup studio

Peter Ollén

Member of the Swedish Parliament.

Jan Erik Solem

Founder of Polar Rose and Mapillary. Now Engineering Director, Spatial Computing at Facebook.

Anna Borg

Entrepreneur and CEO of Topp Design & Innovation.

Ann-Louise Thon

Partner and co-founder of SDG Invest and Vår Ventures.

Carin Daal

Kommunikations- och Social hållbarhetschef på Stena Fastigheter i Malmö

Jonas Michanek

Entrepreneur, author and speaker with a focus on creativity and innovation

Why Malmö?

  • A city of only 350 000 people, everything in Malmö is accessible by bike - world class investors and mentors included
  • Malmö is located in a region with more universities than any other place in Europe, making talent easily accessible
  • With more than 190 nationalities, Malmö is the fourth most international city in the world (after London, NYC and Washington DC) - making it an excellent testbed for new, innovative products and services
  • Startups in the Malmö region has raised third most venture capital in all of the Nordics, only behind the tech giants of Stockholm and Copenhagen - the latter of which is 20 minutes away by train
  • And to top it all off, Malmö is exceptionally cheap - it’s 19% cheaper to run a business in Malmö than it is in Berlin