Tele2 started the world’s first End-Up – a complete company with no idea: Tele2 End-Up – was a competition where anyone with a strong business idea had the opportunity to work on a complete company worth SEK 2 million.

Based on the fact that nine out of ten start-ups were not superior in the long term, Tele2 wanted to change the companies and started End-Up, a company that is active in the new research on what it takes to make companies successful. What End-Up didn´t have was a business idea.