Astrid Friborg Email and Phone Number
As Managing Partner at Transformative, I work at the intersection of sustainability, business transformation, and innovation. With over 20 years of professional experience, I guide organizations through complex transitions, helping them move beyond compliance and incremental changes toward genuinely sustainable, future-ready operations. At Transformative, we partner with mid-sized and large organizations across sectors such as retail, transport, manufacturing, FMCG, and public sector entities — industries with a significant environmental footprint. Our goal is to help these organizations transform challenges into growth opportunities while ensuring they thrive within planetary boundaries.We offer end-to-end solutions, from sustainability strategy development and business model innovation to hands-on implementation and long-term support. Our approach blends agile, entrepreneurial thinking with structured analysis, ensuring projects are both impactful and feasible.I am passionate about enabling organizations to rethink their approach to business, making sustainability a core driver for long-term value creation. Whether it’s through applying sustainability frameworks or developing innovative business models, I believe the future of successful organizations lies in aligning profitability with positive environmental and social impact.Let’s connect if you’re interested in exploring how Transformative can help your organization achieve sustainable transformation, generate new revenue streams, and build resilience for the future.
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Startup Advisor And Production CoachSödertälje Science ParkStockholm, Se -
Managing PartnerTransformative Apr 2024 - PresentStockholm, Stockholm County, SwedenOur mission is to assist organizations in transforming into truly sustainable enterprises. We help you shift from incrementally reducing own emissions to making a significant sustainable impact and capturing new business opportunities. We help you create long term value for your business, for the society and the planet. -
Industry ExpertSting Sep 2024 - PresentStockholm, Stockholm County, SwedenIndustry Expert within Deeptech / Climate tech / Biotech / Foodtech / Medtech / Life Science -
Business CoachSting Apr 2024 - Oct 2024Stockholm, Stockholm County, SwedenI’m a business coach focusing primarily on coaching deep tech and climate tech startups. Sting accelerates Sweden's most promising startups and has been ranked the best incubator/accelerator in the world by Global Startup Awards. Our focus areas are the Health, Climate, Society and DeepTech sectors. In my role as Business Coach, I help Sweden’s future technology companies to grow and compete internationally. -
Startup Advisor / Production CoachProduktionsänglar Jan 2023 - PresentStockholm, Stockholm County, SwedenWithin Produktionsänglar, I am a Production Coach advising startups in industrialization, including manufacturing, sourcing, supply chain, negotiations, business development and sustainability. My industry experience spans from life sciences, medtech, biotech and food tech to hardware, SaaS, IoT and telecom. Lately I have also learned a little about the textile industry through startups that I coach. The rest I have first hand experience from. -
Member Of The Board Of AdvisorsRowdy Dynamics Jan 2024 - PresentSwedenRowdy Dynamics is a Swedish startup based in Gothenburg developing a disruptive solution within the textile and electronics industry.
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Business CoachConnect Sverige Region Öst Mar 2024 - Oct 2024Stockholm, Stockholm County, SwedenI'm coaching selected impact startups in Connect's program "Språngbrädan Impact" to become investment ready using a process called Investment Readiness Process by Beels (IRP). In this role I also do startup pitch coaching and am part of an Advisory Panel. -
Business CoachMatlust Utvecklingsnod Feb 2023 - Oct 2024Stockholm County, SwedenMatLust är en regional utvecklingsnod för livsmedel, där hållbarhetsfrågor och affärsmässiga utmaningar inom livmedelssystemet står i fokus. Som startup coach hjälper jag livsmedelsföretag i matchning mot producent. Jag rådger startups och SME i frågor som rör allt från råvaror, kravställan, hållbarhet, tillverkning, logistik och kylkedja, till USP, finansiering, avtal och patent. -
Startup AdvisorDograndthings Nov 2022 - Oct 2024Stockholm, Stockholm County, SwedenAdvising startups. I also help startups to raise capital and connect them with investors. Industry knowledge: Deeptech, life science, medtech, biotech, SaaS, IoT, telecom, foodtech, hardware Key competencies: Financial bootstrapping, business development, go-to-market strategy, sustainable business, agile product development, industrialization, go-to-market strategy, intellectual property, legal, agreements. investor relations, PR, branding. Building and recruiting teams. Company culture. Diversity & Inclusion. Plus of course advising CEOs in the ordinary day-to-day work of building a startup. I connect you to relevant people, as one of my absolute strengths is to create synergies. -
Member Of The Board Of AdvisorsHero Imaging Dec 2023 - Sep 2024Umeå, Västerbotten, SwedenAdvisory Board member to Hero Imaging, who have developed an AI SaaS platform for complex medical image analysis used by clinicians. -
Business CoachUminova Innovation Feb 2023 - Sep 2024Greater Umeå Metropolitan AreaI am a startup advisor at Uminova Innovation, one of Sweden’s foremost business incubators which has been selected for Vinnova’s Program of Excellence. Uminova Innovation is based in Umeå. -
Nomination Committee Member (Valberedning)Diagonal Bio Dec 2022 - Dec 2023Lund, Skåne County, SwedenMember of the Nomination Committee (Valberedning) at Diagonal Bio, a publicly listed Swedish medtech company (Nasdaq Stockholm First North: DIABIO). -
Head Of Business DevelopmentInstitute For Transition Jan 2022 - Mar 2023Stockholm Metropolitan AreaI coach startups and SME's in achieving sustainable growth and help them find solutions to all possible challenges an entrepreneur faces, including raising capital. I am also responsible for our business development and strategic partnerships. I am co-responsible for Position 99 (www.position99.com), a growing list of 99+ female founded companies searching for capital, created in response to the fact that only 1% of Venture Capital funding goes to women-led startups. Our vision is to put an end to discrimination.Our mission at Institute for Transition is to guide organizations to reach a sustainable transition. We work with the 7 principles of the "Doughnut Economy" and the new ways they inspire innovation, entrepreneurship, designing new business models, inclusion and impact investing. Our clients range from startups to business incubators, to organizations in the innovation ecosystem and cities who wish to transform sustainably. -
Senior Iot Product Manager / Business DeveloperTele2 Iot Aug 2018 - Dec 2021Stockholm County, SwedenI have lead the product development of an entire business support system (BSS/OSS) for monitoring IoT devices, and the global rollout of a new telecom core network infrastructure for the IoT industry. The system included support and network elements for 5G, LTE-M and other cutting-edge technologies. I had significant vendor responsibility, as I set requirements and continuously led a 200-person unit at one of the world's leading telecom companies, as well as their subcontractor in the development of the business support system. My business case was the strategically largest investment in the subsidiary. -
Business Advisor, Speaker, Panelist And LecturerAstrid Friborg Consulting Sep 2010 - Dec 2017Stockholm, SverigeAs a consultant, I have been a business advisor, primarily within business development, marketing and strategy. As lecturer, I have been teaching lean product development, entrepreneurship, innovation, financial bootstrapping and new business model generation. I have also been hired as speaker, and invited panelist on diverse topics ranging from financing startups and venture capital, the Swedish innovation system, to foodtech and future trends.
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Chairman / Member Board Of DirectorsBerries By Astrid 2009 - Nov 2017Stockholm, Stockholm County, SwedenCorporate governance, established the Shareholders' agreement, prepared Board meetings, Annual General Meetings, company formal matters, strategic planning. Ensured strong fiduciary oversight and financial management. -
Founder And CeoBerries By Astrid Aug 2009 - Jun 2017Stockholm, SwedenI founded Berries by Astrid AB, and invented a disrupting technology within beverage machines which we filed for patent; the first hygienic vending machine serving cold drinks in-a-cup without the need for water supply, coupled to smart IoT technology. I raised capital from investors and funds and was responsible for investor relations. I am experienced in the due diligence process, company valuation, financial bootstrapping and financial management. As entrepreneur and CEO, I built the company and the innovation from scratch and took the product to market. The company has received many prizes. I recruited and headed a team of 10 employees plus several subcontractor teams. I created the business strategy, business models, marketing strategies, and the roll-out plan. I procured technical consultancy firms and contract manufacturers and led the R&D teams. I managed the technical development from prototype to serial production. I signed customers such as airports, global shopping malls and multinational companies. I was responsible for all intellectual property rights. We developed an industrial smoothie production process which we filed for patent. I created the brand which gained much traction and handled PR. -
Board MemberFondation Yggdrasill 2010 - 2016Saint-Ursanne, Jura, SwitzerlandSwiss foundation owning properties in France. All meetings held in French.
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Board MemberLunds Doktorandkår (Ldk) 2006 - 2008Lund, Skåne County, SwedenRepresenting the Medical Faculty's approx. 1000 PhD students in the Doctoral Students' Organisation of Lund University. -
Vice Chairman Of The BoardMedicinska Doktorandrådet Vid Lunds Universitet 2006 - 2008Lund, Skåne County, SwedenRepresented the approx. 1000 PhD students of the Medical Faculty. Represented the Doctoral Students in the Faculty Board and other organs at the faculty. Reviewed researchers grant proposals, budget etc. Initiated and arranged a Life Science Career Day for PhD students of the Oresund (Sweden/Denmark) region.
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Laboratory AssistantAstrazeneca R&D Jun 1999 - Aug 1999
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Clinical Trial AssistantAstrazeneca Aug 1998 - Jan 1999Lund, Skåne County, Sweden
Astrid Friborg Education Details
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Immunology, Cell And Molecular Biology, Cancer Research -
Finance For Startups -
Mentor Program, Leadership -
Celavi VerksamhetsutvecklingOrganizational Leadership -
Negotiation For Startups -
Entrepreneurship In Biotechnology -
Lund Graduate School Of Biomedical Research -
Biomedicine -
Linguistics
Frequently Asked Questions about Astrid Friborg
What company does Astrid Friborg work for?
Astrid Friborg works for Södertälje Science Park
What is Astrid Friborg's role at the current company?
Astrid Friborg's current role is Startup Advisor and Production Coach.
What schools did Astrid Friborg attend?
Astrid Friborg attended Lund University, Stockholm School Of Economics, Novare Leadership Academy, Celavi Verksamhetsutveckling, Stockholm School Of Economics, The Faculty Of Engineering At Lund University, Lund University, Lund University, Lund University.
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