Innovating with impact: A leadership chat with Bayer G4A

Since 2018, G4A Turkey has been bridging the gap between startups and the corporate world, providing mentorship, funding, and real collaboration opportunities with Bayer. With over 40 supported startups, millions invested, and multiple success stories, the program has become a launchpad for early-stage ventures ready to make an impact. In this conversation, Sabina Babayeva from Tenity and Melis Soylu from Bayer G4A sit down to talk about why startup-corporate partnerships matter, what makes G4A unique, and how founders can make the most of programs like this. They’ll also share real success stories, insights on proof of concepts (POCs), and the key areas Bayer is focusing on this year. Let’s get into it!

‍

Sabina: At Tenity, we’ve seen firsthand how impactful corporate-startup collaborations can be, especially when they move beyond discussions to actual proof of concepts. Bayer’s G4A program stands out as a great example of this. Melis, can you share the key goals of the G4A program and why Bayer believes in working with startups?

Melis: Bayer’s G4A program is dedicated to fostering innovation by supporting startups in the health and agriculture sectors, which have moved beyond the idea stage, with sustainable and scalable business models, and which have a minimal viable product or prototype—or are in the sales phase. Its core mission is to make a significant contribution to the entrepreneurship ecosystem by accelerating the development ofdigital solutions that improve healthcare outcomes, promote sustainable agriculture, and enhance overall well-being and also to foster the adoption of an innovation culture within Bayer. Since 2018, G4A has evolved into a robust startup acceleration program in Turkey, providing mentorship, training, grants, and collaboration opportunities to early-stage companies. Over the past seven years, Bayer has contributed approximately 6.5 million TL in the entrepreneurship ecosystem,evaluating over 1,400 startups and supporting 42 of them. The program has led to the growth of high-potential ventures, with 10 startups reaching a total company valuation of $118 million. With each edition, G4A in Turkey has expanded its reach, integrating new focus areas,strengthening partnerships, and winning global recognition, including the Gold Stevie Award for “Most Innovative Company of the Year" and the Bronze Mercury Excellence Award.

‍

‍

Sabina: One thing we often hear from startups is that working with large corporates can be challenging due to different speeds and expectations. But Bayer seems to be breaking that mold by actively engaging with early-stage companies. Why is it so important for Bayer to partner with startups, and how do these collaborations help drive innovation?

Melis: Corporate-startup collaboration is vital for Bayer as it bridges the gap between disruptive innovation and large-scale industry expertise. Startups bring agility, fresh perspectives, and cutting-edge technologies, while Bayer provides market access, scientific expertise, and strategic guidance. This synergy accelerates the development of groundbreaking solutions in pharmaceuticals, consumer health, and crop science. For Bayer, working with early-stage companies fosters an innovation-driven culture, ensures continuous adaptation to industry trends, and enhances problem-solving capabilities. In return, startups benefit from Bayer’s network, mentorship, and funding,enabling them to scale their solutions effectively. Over the years, G4A has facilitated strategic partnerships where startups have not only refined their products but also entered new markets and secured further investments and also offered the opportunity to cooperate with Bayer.

‍

Sabina:At Tenity, our role has always been to build those bridges between startups and corporates. We know that making these connections work requires trust and alignment on both sides. Can you share your perspective on how Tenity has been contributing to this program and what makes this partnership successful?"

Melis:The partnership with Tenity has significantly strengthened G4A in Turkey by providing extensive startup scouting, mentorship, and ecosystem integration. Tenity leverages its deep network, connecting Bayer with high-potential entrepreneurs from over 30 universities and incubation centers across Turkey. This collaboration ensures that G4A attracts a diverse and highly qualified pool of applicants.

What makes this partnership unique is its holistic approach. This collaboration focuses on long-term impact through structured mentorship, networking opportunities, and tailored business development sessions. The combined expertise of Bayer and Tenityallows startups to navigate industry complexities, develop scalable solutions,and explore potential collaborations with Bayer’s business units.

‍

Sabina: POCs are critical for startups to validate their ideas and for corporates to see tangible outcomes. We’ve seen this work really well in other markets. Melis, could you share some examples of how Bayer supports startups in developing proof of concepts, and why you think POCs are so valuable in driving innovation?

‍

Melis: Bayer provides startups with comprehensive support to develop Proof of Concepts (POCs), including mentorship from industry experts, access to data,funding, and technological resources. Through the G4A program, selected startups undergo a 100-day structured acceleration process where they refine their solutions, validate their business models, and enhance their market readiness.

The impact of these POCs is twofold. For startups, POCs provide credibility, accelerate product-market fit, and open doors for future investments and partnerships. Many startups graduated from G4A program have secured additional funding or expanded their market reach after validating their solutions through Bayer. For Bayer, collaborating on POCs enables the company to explore cutting-edge technologies, optimize processes, and integrate innovative solutions into its business operations, driving efficiency and customer engagement.

‍

Sabina: We’re noticing a growing appetite for innovation across the Turkish startup ecosystem, especially in health and agriculture. From Tenity’s experience globally, we know how important programs like G4A are to catalyzing that innovation locally. What kind of startups are you looking to attract through this year’s program?

‍

Melis: G4A program is focused on fostering innovation in Pharmaceuticals, Consumer Health, and Crop Science. In pharmaceuticals, Bayer is prioritizing AI-driven early diagnosis,patient monitoring tools especially to follow up side effects and treatement process, digital education platforms, and solutions that enhance healthcare communication and clinical workflows. The consumer health is focused on improving quality of life and health literacy, supporting infant-child development, providing quick insights by analyzing consumers' digital footprints, and facilitating access to products through new generation sales channels. In crop science, the program is seeking smart farming technologies, AI-based pest and disease management systems, sustainable agriculture solutions, and next-generation seed technologies. Bayer is particularly interested in innovative startups leveraging AI, machine learning,IoT, and data-driven insights to drive efficiency and sustainability across these areas.

‍

Sabina: "Every program like this is ultimately about success stories. Melis,from your experience, could you share a memorable success story from the G4A program? It would be great for startups to hear what’s possible when they engage in programs like this.

‍

Melis: A notable success story from Bayer’s G4A program is the collaboration with Tolkido under the Bepanthol Baby "Lullabies Spreading Goodness"project. In partnership with Bayer, Tolkido developed the “Smart Sleep Companion” interactive toy set, designed to support children's development especially with autism by introducing them tolullabies reinterpreted by Sertab Erener, with contributions from Öykü Karayel and Can Bonomo. The product was made available for purchase through a dedicated website, enabling more children to experience the benefits of soothing music in their early years.

Another impactful partnership was with Albert Health, which played a crucial role during the pandemic. Through the telehealth app, we provided 1,000 women with free consultations from gynecology and obstetrics specialists, as well as 400 complementary nutrition and psychological support sessions for oncology patients. This initiative not only enhanced patient support but also demonstrated the potential of digital health solutions in improving accessibility to essential healthcare services.

These examples highlight how G4A fosters meaningful collaborations that drive innovation, improve healthcare access, and create sustainable social impact.

‍

Sabina: Lastly, we want to encourage more startups to apply. For anyone considering it, what advice would you give to startups on how they can make the most of a program like G4A?

‍

Melis: Startups applying to G4A should approach the program with a clear strategy to maximize their opportunity. My advice would be to first define a strong value proposition—ensuring their solution directly addresses areal industry challenge and aligns with Bayer’s focus areas. Scalability and sustainability are also key, as we prioritize startups with long-term growth potential. I always encourage founders to fully engage with our mentorship and training opportunities, ask the right questions, and refine their business strategy based on expert feedback. Showcasing traction, such as customer feedback or pilot results, can also make a big difference. Lastly, being open to collaboration and understanding how their solution can integrate into Bayer’s ecosystem will help them unlock valuable opportunities for growth, funding, and industry partnerships.

Thanks, Melis, for sharing these insights. It’s exciting to see a program like G4A creating real impact in the region. From Tenity we encourage any startup out there working on solutions in health or agriculture to apply and see how they can benefit from this unique collaboration with Bayer.

‍