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handel 2030 funding program


The intensive consulting program “handel 2030” aims to support small and medium-sized businesses in the traditional retail sector to become fit for the future and embrace the digital transformation. The goal of this consultation is to strategically reposition and enhance competitiveness and to combine traditional business activities with online commerce.



What is supported?

The funding supports the provision and implementation of intensive consultations for retail companies through a project sponsor. The following two areas are supported:

Strategy and personnel area

Intensive consultations covering human resource topics fall under this category.

This includes skilled workforce acquisition and retention, strategic human resource development, employee qualification, as well as personnel planning and management.

Digitalization area

Consultations can be conducted for the utilization of digital technologies and enhancing the digital visibility of companies. Exploring new distribution channels like multi- or cross-channel marketing, establishing online storefronts and shops, as well as social media concepts. Utilizing new technologies at the point of sale, such as digital payment methods.


How is it funded?

  • Partial financing in the form of a grant (project funding) is provided - the grant is 60% of eligible expenses
  • Eligible expenses include gross personnel costs or fees for freelance consultants up to a daily rate of 800 euros

Who is eligible for funding?

  • Small and medium-sized retail companies 
  • Company headquarters and establishments in Baden-Württemberg
  • Less than 250 employees
  • Previous year's revenue of up to 50 million euros or a previous year's balance sheet total of up to 43 million euros

Who conducts the consultation?

The individual consultation is conducted by qualified consultants with relevant experience and expertise. The quality of their consulting services must be ensured throughout the project duration.