Application guide for branches

The process of the Startup Denmark program

1. Get your business plan approved by following this guide
   
   Read the requirements outlined in the steps on this page to make sure you meet the requirements before applying.

   After applying, your application will be screened by the Startup Denmark Secretariat. If it does not meet the requirements, it will be rejected.

   If it does meet the requirements, it will be evaluated by the Startup Denmark expert panel. The process usually takes up to 6 weeks. However, it can take longer during holidays or periods with a high caseload.

2. Resources and competencies

   You must be able to show that you are capable of running a successful branch in practice. In your application, it is important to show you have the skills, competencies, and experience needed to turn your branch into a viable business venture. You will need to tell us about the people behind your business in order to show why you and your team will be able to launch a successful branch in Denmark. 
    

3. Apply for a residence and work permit
   
   If your business plan is approved by the Startup Denmark expert panel, you must apply separately for a residence and work permit from the Danish Agency for International Recruitment and Integration (SIRI).
   
   Read the requirements at nyidanmark.com

   Please make sure that you meet these requirements before applying for the Startup Denmark Program in general.

4. Launch the business in Denmark
   
   After being approved by the Startup Denmark expert panel and obtaining a visa from SIRI, you can move to Denmark and start your business. 
   
   Read more about opening a business at Virksomhedsguiden.dk 

Who is eligible to apply

Startup Denmark is for self-employed persons, and you are only eligible to apply if you: 1) are a non-EU (European Union) citizen; 2) a non-EEA (European Economic Area) citizen; 3) not a Swiss citizen; 4) are a Danish citizen wishing to bring overseas family into the country. This program is not for EU citizens due to the right of free movement within the EU.

• Individual or as a team: Up to three non-EU/EEA and non-Swiss citizens, as well as Danish citizens living abroad, can submit a business plan as a team.
  
  A non-EU/EEA citizen can submit a business plan together with EU/EEA citizens if they are part of the team behind the start-up.  However, only the non-EU/EEA citizens should be listed under applicants.
   
• Active ownership: You must own a significant part of the company and play an active part in running the business, and your presence must be necessary for the establishment of the business. If you have only economic or financial interests in the business – for example, if you are a shareholder – you cannot be granted a permit based on the Startup Denmark scheme.
• Type of business: Businesses such as restaurants, retail shops and small import/export enterprises will generally be rejected before evaluation and thus not presented to the Startup Denmark expert panel.

Your application must include a pitch deck in which you pitch your business idea. It is your responsibility to ensure that the information provided is descriptive, precise, and clear.

Requirements

• Filetype: Your pitch deck must be submitted as a PDF, we recommend using a presentation software format.
• Maximum length requirement: 15 pages
• Language: All material must be in English

Content

• Market Analysis: The pitch deck should include an analysis of the market you wish to enter. This includes an analysis of the competitors and customers
• Sales- or GTM-strategy: The pitch deck should include a detailed strategy for entering the market, including price, distribution, marketing etc.  
• Why Denmark: You must describe why you want to launch your branch specifically in Denmark. There may be certain opportunities that Denmark can offer your company, you may have business relations in Denmark, or other reasons that make Denmark the right country for your branch.  
• Activities in the startup phase: The pitch deck should also include information about your plan for the startup phase. Here, you should demonstrate that you not only have a strategy but have considered the steps necessary for success and the actions that need to be taken. We also recommend that you include an overall budget for your initial activities.

Documentation

If you have documentation of patents, funding, written declaration of partnership(s), or other documentation relevant to your application, please include it in your pitch deck.

It might also be relevant to describe the revenue/accounting of the parent company, so the Startup Denmark expert panel can see if it is a healthy company.   

Your application must include a video pitch in which you present your business idea.

Requirements

• Maximum length: 5 minutes
• The video should feature you presenting your business idea clearly and in your own words
• Language: All material must be in English

Content

• The company’s position in the market: Explain the commercial potential
• Scaling potential: Describe how you can scale up your branch so that it can grow
• Why the product or service is innovative: Such as to what extent the business plan presents a new product or service, if the production processes are innovative, whether new technologies are employed, or if you possess a patent or other documentation protecting your business idea.
• Why you are competent to run the company: Describe the team members, their competencies and experience, and explain why you are capable of running the business.
• Please note: This video is separate from the pitch deck. Your video should not merely be a presentation of the pitch deck. The pitch deck must be detailed and able to stand on its own, whereas the video pitch is intended to add details and nuances.

After making the pitch deck and video pitch, you are ready to fill out the online form and submit your application.

After submitting your application, it will be screened by the Secretariat of the Startup Denmark Program to ensure that it meets the requirements listed above.

Typical reasons for screening out:  

• Insufficient information provided: The application does not include clear and descriptive information in the pitch deck, video pitch, and online form relevant to the requirements.
• Non-eligible business type: The business is a small business with limited growth and employment potential, such as restaurants, retail shops, and small trade/import/export enterprises.
• Ownership share: Not all applicants own a significant share of the company.
• Length requirement: The pitch deck is more than 15 pages, and/or the video pitch is longer than 5 minutes.
• EU-citizens: There are listed EU-citizens under applicants in the online form
• Pitch deck and video pitch does not include the required information (please see the requirements under these steps): for example, there is not a GTM-strategy in the pitch deck.

If you application is screened out

• You will receive an email with an explanation.
• You have the opportunity to reapply to the Startup Denmark program.  
• Your reapplication must be substantially improved compared to your previous application.

If the application lives up to the criteria it will be evaluated by three members of an independents expert panel. Assessments are based on four evaluation criteria.

The evaluation criteria are defined as follows:  

• How innovative is the business model?  
• How attractive is the market?  
• How scalable is the business model?  
• What competencies and resources does the team possess? 

Each judge gives four grades from 1 to 5 based on each criterion. To receive an approval, you need at least 3.5 in average score for all four criteria.

If your application has been approved, you will receive the approval in which you are eligible to apply for a visa (step 7)

If your application is rejected by the expert panel, you will receive an email with a written statement from the panel on all four evaluation criteria.  

You have the opportunity to reapply to the Startup Denmark program. Any reapplication must be substantially improved compared to your previous application. 

Alternatively, you may appeal the evaluation by the expert panel to the Danish Business Authority. Appeals are assessed by other members of the expert panel who have no previous insight into your original application.  You can only appeal a rejection once. Thus, the reassessment stands.

Instructions on how to appeal will be provided by the Startup Denmark Secretariat.

If your application is approved by the expert panel, you are eligible to apply for a visa. You can read more about the process and criteria at New to Denmark.

Please be aware that it is not possible to apply for a visa before obtaining approval from the expert panel.

If your application is approved, you are ready to launch your startup in Denmark.

Denmark offers valuable public support, including free guidance from local Business Development Centres (“Erhvervshuse”) and help from Invest in Denmark with legal, banking, and recruitment matters. You can also seek advice on regulations through the Danish Business Authority’s “One Stop Shop for New Business Models” service.

There are 6 publicly funded Danish Business Hubs at 12 different locations around Denmark as well as 14 innovation clusters where you can access expert networks and collaboration opportunities. For funding, public programmes such as Innovation Fund Denmark and the Danish Growth Fund may be available.

Setting up a business involves obtaining a Danish CPR number, applying for a NemID login, and registering your company for a CVR number at virk.dk. Danish businesses must comply with local tax laws according to their business type.

Your welcome letter will include the essential information and sources required to launch your business in Denmark.