The Use of KPIs and Milestones to Manage Inside-out Startups: Learnings at Robert Bosch GmbH
“More than 90% of startups fail” (Marmer et al., 2011, p. 10), but perhaps management accounting can help controlling the triggers. Further, inside-out startups can have significant effects on companies’ future. This thesis shows how performance is controlled with milestones and KPIs in five inside-out startups of the Bosch Group. The analysis rests on qualitative and quantitative data gathered during an 18-week case study. By linking the ideas from the literature to the practical cases, the research contributes to literature on management accounting in startups. This study is especially interesting because theory on financial planning and control in startups is not fully specified when it comes to small and young firms. The paper highlights the experiences, successes and learnings and proposes a framework of how corporations can effectively control their startups. The key conclusion is to increase freedom of startups with exceptions, which are based on regular qualitative analysis supported by milestones.