Hiventures is a state owned venture capital firm focusing on startup financing in the first years of its existence. In 2018 they opened and SME division investing in companies in the so called SMEPRO segment. After a few months the new SME team realized that this segment is fundamentally different from the startups, they operate among different circumstances, motivations and points of reference. Hiventures ordered a design research from us in order to understand its new target segment deeper. They wanted to use this segment knowledge to design better, more attractive and more successful products and processes.