We solve digitisation and growth challenges with forward-looking media, publishers & SMEs

Váibmu means heart in North Sami.
What can we do together, that we cannot do apart?


We help companies craft great strategies with lean, exploratory and collaborative approaches. Our services are highly personalised – one project at a time.


We conduct highly practical strategy formulation and transformation projects with growth companies in the areas of new revenue and profit growth

New Markets

We work with start-ups and SMEs in internationalisation, expansion and diversification projects as trusted strategy development partners


We participate service and product innovation research with think tanks and universities as experts in the areas of business design and market access

Clara Llamas


Aleksandre Asatiani


We work with companies with very diverse challenges on strategy and business design projects. Here are some of our happy clients.


We conduct service innovation projects with companies and institutions internationally. Here are some of our research partners.


We tweet and write about quirky and inspirational things from our daily work.

Can you apply the values of the agile manifesto to strategy formulation?

The Manifesto for Agile Software Development came to life in the Wasatch Mountains of Utah in 2001, driven by self-proclaimed “organisational anarchists” from all walks of the software development industry, from extreme programming to SCRUM to Crystal to Pragmatic Programming. By putting their minds together, they have managed to change the paradigm in software development processes. Thumbs up to these inquisitive souls. The manifesto, which supports an alternative to documentation driven, heavyweight software development processes, has the following core values, meaning that those on the left are valued more and are desirable Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan You’re probably wondering what all this has to do with strategy formulation. At Vaibmu, we strive to apply these values to the strategy formulation process, constantly experimenting and discovering better ways to bring agility into our projects. On a high level, and in terms of the four values of the agile manifesto, we could map the approach we use in our customer cases as follows: We start each case trying to make sure that we identify those parts which are based on assumptions and not facts, and find ways to test them (very much in the spirit of Eric Ries). Big eyes and big ears. Listen. Observe. Ask. Explore. Understand. Over one or many sessions where the issues are located and where the stakeholders are based, we communicate as much and as candidly as possible to fully understand their needs. Direct interaction, exploration, fluid and direct communication are key. Without this transparency, we cannot even begin...
read more

Working on the future of retail

Project AtTRACT – An immersive Approach To RetAil CusTomership, kicked-off last week in Madrid, Spain. This is a Eureka Eurostars applied research project focused on building a tool that will enable European retailing SMEs to leverage the opportunities omni-channel commerce brings to the retail segment. The AtTRACT solution proposes a Software as a Service (SaaS) which will provide a uniform yet personalised purchasing journey to shoppers in small retail outlets by connecting information from disperse channels (eg. social media, history of web-shop navigation, in-shop information…) into a mobile app. The mobile app will create a bridge between the small retailer and its final customer, allowing 1) the convergence of information between real and digital worlds and 2) the transmission of non-intrusive, customised marketing messages. The consortium working on AtTRACT is lead and coordinated by Anova IT Consulting, and consists of four research partners and one retail partner from three EU countries: Global e-commerce solutions provider OSF Global Services, based in Romania; Spanish group Anova IT Consulting; Spanish leading big data analytics company Pragsis, and the specialised business design and strategy development consultancy Vaibmu, based in Finland. The retailer that will test the resulting product is Alambique, an iconic kitchenware shop and cooking school located in the heart of Madrid, Spain’s vibrant capital. Their presence in the project will allow the research partners to validate the product in a real-life omni-channel retail environment. AtTRACT has been selected among hundreds of innovation projects by the Eureka Eurostars programme, a European initiative focused on the development of highly innovative projects with close proximity to market. AtTRACT has the support of the local funding agencies TEKES (Finland), CDTI (Spain) and ANCS (Romania). The total budget approved for this project is...
read more

Get in touch
+44 7940 740324


Stay connected on Linkedin & @vaibmu or visit our blog