Meet Stefan Zanetti, Founder & CEO of Pivotal AG

Tell us about Pivotal
Pivotal – the pivot specialist: we work with strategically and/or organizationally stuck tech ventures and help them transform into becoming breakout winners, again.

Please give some more details of your startup story.
Pivotal was incorporated in 2024 by me, Stefan Zanetti, after a 25-year career in founding, growing, pivoting, re-initiating, merging, and selling tech ventures. Realizing that there are endless frameworks for GTM, PMF, and other growth-related concepts—but none for companies in pivot situations—I decided to dig deeper. I analyzed more than 500 tech ventures that pivoted successfully, came up with a Pivot Playbook, and started to implement a systematic, data-driven process that supports founders, boards, and management teams in pivoting faster and better.

Tell us more about your plans for 2025 and what is your long-term vision.
Pivotal’s long-term vision is to build up the biggest and best database of tech ventures in pivot phases, and to use that data to support founders, investors, boards, and management teams to spot pivot phases earlier—and conclude them faster and better.

What has been the biggest success that you have achieved in your startup?
Well, first of all, I pivoted my last three companies (all ETH spinoffs): from service business to fully fledged operator, from trading company to B2B2C e-commerce player, and from tenant management solution provider to DACH’s biggest integration and orchestration platform in Real Estate.

If you could do it all over again, what would you do differently? What are your biggest learnings?
I would start a pivot process right after securing funding—always.

What motivates you to continue your business every day?
What drives me day by day is working with founders. Turning around a company and helping them get back on track—or even go beyond initial plans—is the best feeling I can imagine.

One piece of advice for someone who is just starting out with their startup?
Make sure you build up a personal board of directors/advisors. It helps with feeling less alone and sharing responsibility, but also to stay on track with hard changes.

What does it mean to you to be a member of the Swiss Startup Association?
Well: being embedded in a community of like-minded people—and this in the most innovative country in the world—that’s a privilege.

Would you recommend joining the Swiss Startup Association? Why?
As with any association: as long as you are aware that it is you who has to make the most of a membership—of course. Give it a try!

Have you ever visited the events of the Swiss Startup Association? If yes, which ones? Would you recommend them?
Yes, 2025 Founders Day.

Connect with Stefan on LinkedIn!

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.