Leap by McKinsey Research Shows 50 Percent of Global Revenue Will Come From New Products, Services and Businesses by 2026
55% of North American Business Leaders Say New-Business Building Is a Top Priority
Leap by McKinsey, the new-business building practice of global management consulting firm McKinsey & Company, released its second annual survey titled, The State of New-Business Building. The research, which surveyed executives at large scale organizations on how they are finding sources of growth for their companies, revealed that new-business building is a global phenomenon.
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A quarter of CEOs around the world see actively integrating new products and services, or building completely new business models into their ongoing strategies, as a top strategic priority — more than doubling in recent years. In North America, 80% of business leaders are prioritizing new-business building as a means to protect against industry disruption. This research launches at a time when it is essential to develop new revenue streams to meet both customer and market demand, and the opportunity is significant. By 2026, executives expect 50% of global revenues will come from products, services, and businesses that don’t exist today.
“While the global pandemic forced CEOs and business leaders to take a step back and better understand rapidly changing customer needs, the elevated prioritization of new-business building throughout 2021 has made it clear that it will be increasingly the critical lever for strategic growth moving forward,” said Ari Libarikian, Senior Partner, and global leader of Leap by McKinsey. “However, building a new business is no easy feat with the majority of new businesses failing to scale. Moreover, as leaders look towards future expansions that will thrive in the marketplace, they must consider aspects like sustainability and diversity & inclusion in forming and building new businesses in order to take advantage of this massive opportunity.”
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Compelling findings from the research include:
Sustainability — Addressing sustainability is one of the largest areas of opportunity when developing new-business building strategies, yet global business leaders are not actively utilizing the opportunity to address climate change.
- While 92% are looking to take on sustainability issues in their new business models, only 22% are tracking against goals related to the company’s carbon footprint or other environmental impacts.
- Furthermore, almost half (43%) of business leaders acknowledged that sustainability is a top-three trend to address through new-business building.
“Despite sustainability becoming table stakes for new businesses, and CEOs’ best intentions, executives need to be more proactive in utilizing the countless opportunities at their fingertips to track against targets such as creating new marketplaces for sustainable assets, developing and scaling new sustainable products, and building distribution models for green growth,” added Libarikian.
Structure & Diversity — McKinsey’s research also highlights how organizations can be successful when launching new businesses. This includes prioritizing core CEO support, building an effective organizational structure, pursuing active acquisitions, better understanding customers, and hiring diverse leaders.
- While it is imperative that organizations continue to tap into the abundance of new-business building opportunities, launching a successful venture is difficult, with more than four of five new businesses globally still not achieving $50M annual revenues at least four years after launch.
To further ensure new business entities are profitable, experience and support from parent companies is key.
- McKinsey found that in every region of the world, serial business builders with three or more corporate venturing experiences deliver significantly more revenue (1.4x) than their less-experienced counterparts.
- Furthermore, it is essential to prioritize diversity when selecting leadership, with women-led businesses outperforming their peers by 10%. Women continue to be vastly underrepresented, currently leading just 14% of new business ventures despite this finding.
- New businesses with a core company CEO who works to provide ring-fenced investments in the new business and that set realistic internal expectations, are willing to invest in growth at the expense of immediate profitability, and publicly support the new company are much more likely to succeed.
