An award-winning members' magazine

Företagaren is a members’ magazine for and about small business owners, filled with real and inspiring stories that reflect the rich diversity amongst Swedish entrepreneurs.

The challenge

In 2012, the organization Företagarna contacted Spoon. They wanted Spoon’s help to produce a magazine that would inspire, motivate and create value for their members. But how could they make content relevant for all of the organization’s 40,000 plus member companies?


The solution

Together with Företagarna, Spoon created an editorial content strategy. The idea was to build on a close-knit collaboration with all parts of Företagarna, with Spoon’s employees regularly present at the head office and different local associations, from north to south. The vision was to create a magazine that gave insights into the small business owner’s everyday life. With real stories, the Företagaren magazine would highlight the diversity within the entrepreneurial world, with everything from ethnicity, geography and gender to different industries. The content should emphasize and celebrate the variety that the Swedish small business community is based upon, and which creates four out of five new jobs in Sweden.


The results

Företagaren has since become one of the most award-winning member magazines in Sweden, with accolades from the Swedish Content Awards and Svenska Designpriset. The content has gotten nationwide attention and been quoted in newspapers and blogs alike. More importantly, the members of Företagarna greatly enjoy the magazine, to the extent that it is considered one of the organization’s most appreciated membership perks.

The ambition of Företagaren is to highlight Swedish business owners and their remarkable efforts to make Sweden an even better place to live and work. With that in mind, it is especially fun to get this recognition.
Günther Mårder, CEO at Företagarna, when Företagarna was awarded the Svenska Designpriset

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Gabriella Wiiala

New Business Director