A venture client is a company that purchases, uses, and adopts a startup's product with the goal of obtaining a strategic benefit, rather than investing in the startup for equity. Venture clienting lets an established company tap into new technologies and business models and accepts the added risk of an unproven, potentially failing startup solution because that solution addresses a problem that matters to its competitiveness. It differs from traditional corporate venture capital in that it centers on buying the startup's product to capture a strategic benefit rather than taking an equity stake in the company.
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BMW Startup Garage program, which buys and pilots products directly from startups as a paying customer rather than taking an equity stake, is business literature leading real-world example of the venture client model.
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