Business and career consulting in Germany

Moving to Germany, starting your own business or changing careers almost always begins with the same question: where do I start, and who can help? Should you choose a legal form first, build a website or work on your CV? In practice these topics are closely connected. That is why Vitavia Akademie’s consulting is organised into three areas: business consulting, marketing consulting and career consulting.

Below is an overview of all three: what each area covers, how they complement each other and what role public funding can play – for example the BAFA grant for business consulting. This page is educational and does not replace individual advice, but it helps you get your bearings before you choose a specific area. More about us: About Vitavia Akademie.

Why these three areas belong together

Running a successful business is rarely just a question of professional skill. Someone opening a repair workshop, for example, needs not only craftsmanship but also a realistic cost calculation, a visible online presence and sometimes – if the route to self-employment goes through employment first – support with a career change. Experience shows that people who look at these levels separately lose time and often money. Those who think about them together make better-informed decisions.

So it makes sense to get an overall picture of all three areas first – and only then go deeper into one of them.

Business consulting: strategy, structure and BAFA funding

Business consulting (Unternehmensberatung) in the classic sense deals with a company’s economic, financial, organisational and staffing questions. Typical topics are choosing the right legal form, a solid business plan, financing, process optimisation and the strategic development of an existing company. Detailed article: business consulting and BAFA funding.

For small and medium-sized enterprises (known in Germany as KMU) and new entrepreneurs, one point is particularly important: in many cases part of the consulting fee can be covered by a federal programme run by the Federal Office for Economic Affairs and Export Control – BAFA. If you are starting a business while unemployed, also take a look at AVGS coaching, a related support instrument.

The BAFA programme “Unternehmensberatung für KMU” at a glance

The programme “Förderung von Unternehmensberatungen für KMU” is funded by the Federal Ministry for Economic Affairs and Energy together with the European Social Fund Plus. It is a non-repayable grant towards the cost of an external consultant, not a loan. The current rules apply to applications submitted by 31 December 2026.

The grant itself is a percentage of this amount and depends on the region: 50% in the western federal states, up to 80% in the eastern states and Berlin (Lüneburg region: 60%). For a young company this means an actual grant of roughly €1,750 to €2,800, depending on the state – not the full €3,500. Since 15 November 2025, applicants who are not entitled to deduct input VAT (Vorsteuerabzug) – for example many Kleinunternehmer (small businesses exempt from charging VAT) and freelancers – have the grant calculated on the gross invoice amount including VAT, which noticeably reduces the burden for this group.

Important for the order of steps: you apply online on the BAFA portal before the consulting starts. Companies that have been in business for less than 12 months at the time of application must also attend an information meeting at a regional contact point. Over the term of the programme, funding is available for up to five consultations, but no more than two per year.

Marketing consulting: website, visibility and customers

Even a well-thought-out business idea achieves little if customers cannot find the company. Marketing consulting addresses exactly this: how the business presents itself to the outside world – from its own website and market positioning to presenting services or products online in a clear and visible way. More details: marketing consulting for businesses in Germany.

In practice, marketing consulting is teamwork. The business owner brings the professional substance: the product, the service and knowledge of their customers. The consulting helps with structure, presentation and sales channels – for example when building a professional website or choosing the channels through which services are offered to customers. How far this support goes always depends on the specific offer and on individual agreements.

Common topics in marketing consulting:

• creating or updating a website;
• clear positioning and an easy-to-understand description of your services;
• visibility in search engines and on industry platforms;
• sales support – how to bring your service to the customer.

Career consulting: job search, CV and interview

Not everyone looking for advice wants to start their own business. Many want to understand how to find the right job in Germany – after their studies, during a career change or after moving here from another country. Career consulting helps with exactly these steps: from understanding your strengths to a strong CV and interview practice. Detailed article: career consulting in Germany.

Typical elements of career consulting:

• analysing your strengths, goals and suitable professional directions;
• writing or improving your CV (Lebenslauf) and cover letter (Anschreiben);
• preparing and practising for job interviews (Vorstellungsgespräch);
• finding your way around the German job market and application process.

In addition, the Bundesagentur für Arbeit (Federal Employment Agency) offers free advice and publishes official information on job search, the recognition of foreign qualifications and support measures. It is a sensible first point of reference alongside private career consulting.

Which area is right for you

In practice the areas often overlap. Someone moving from employment into self-employment, for instance, usually benefits from all three perspectives at once – business, marketing and personal.

How a consultation usually works

The content depends on the area, but a thorough consultation usually follows a similar pattern:

1. First conversation. We clarify your starting point, your goals and what you need help with.
2. Analysis. We assess your situation – economic, organisational or professional.
3. Options. We show possible routes with their pros and cons.
4. Support. We help you with the next concrete steps.

Important: consulting provides orientation and options for action. Binding legal, tax or financial decisions always remain with you – where necessary together with a Steuerberater (tax adviser), Rechtsanwalt (lawyer) or the competent authority.

Frequently asked questions

Information as of October 2026

Sources