Understanding AVGS Measure Value: Costs for Founders

When searching for “AVGS cost comparison,” most people start with a false assumption: that founders need to choose between differently priced offers. That’s not the case. AVGS-funded startup coaching costs you as a founder 0 euros regardless of which provider you choose, because the employment agency or job center covers the costs directly with the provider (§ 45 SGB III). What actually varies is the so-called measure value—the amount the authority pays to the provider for the measure. Depending on the number of hours and the provider’s qualification level, this value typically ranges between 2,500 and 8,000 euros, though it may vary slightly by region. As a founder, this value is not a payment you make yourself, but rather an indicator of the scope and quality of the service you receive. This is exactly what you should focus your comparison on, not a price that doesn’t exist for you at all.

No legal entitlement: The employment agency or job centre alone decides on the AVGS, at its own discretion.

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Why “Comparing AVGS Costs” Is the Wrong Question

The natural assumption when searching for AVGS costs is that different providers are priced differently and that you should compare prices, similar to getting quotes from a tradesman. For you as a founder, that’s not the case with AVGS.

The AVGS is a voucher issued by the employment agency or job center under § 45 SGB III. When you redeem this voucher with a certified provider, the provider bills the measure directly with the authority, not with you. This applies regardless of whether you choose a small, specialized provider or a larger organization. A “cheaper” or “more expensive” provider simply doesn’t exist from your perspective as a founder because in both cases your own contribution is 0 euros.

What the AVGS generally covers and how cost coverage works is explained in the guide how to apply for AVGS. Who can get the voucher is covered under AVGS eligibility.

What the Measure Value Is and Why It Still Matters

Even though you don’t bear any costs, it’s worth understanding the term “measure value.” It refers to the amount the employment agency or job center pays the provider for the specific measure. This value is not set uniformly but depends on several factors, including the scope of the measure (number of coaching hours), the format (1:1 coaching or group course), and the provider’s certification level.

Typically, the measure value for startup coaching ranges from approximately 2,500 to 8,000 euros, though the exact amount may vary depending on the region and individual agreement between the provider and the authority. A lower value usually means a more compact offering with fewer coaching hours, while a higher value typically indicates a more comprehensive, often more individualized program.

For you as a founder, the measure value is therefore not a price you pay, but rather a rough indicator of how much coaching time and substance is behind an offer. However, it does not replace a direct look at the actual service contents—more on that later.

What Specifically Influences the Measure Value

Three factors have the strongest practical impact on the measure value and thus indirectly on the scope of your coaching.

AZAV Certification of the Provider

Providers offering AVGS measures require accreditation under AZAV (Akkreditierungs- und Zulassungsverordnung Arbeitsförderung—Accreditation and Admission Regulation for Employment Promotion). Within this framework, there are differences in the qualification level and the scope of the approved measure type, which can affect the agreed measure value. A provider with more comprehensive accreditation and appropriately qualified coaches can typically set a higher value than a provider with a narrower scope.

Number of Hours in the Measure

The more coaching hours a measure includes, the higher the measure value typically is, because more coaching time needs to be funded. A compact program with few hours has a lower value than comprehensive coaching that runs over several weeks and allows room for business plan revisions.

1:1 Coaching or Group Format

1:1 coaching binds more of the coach’s time per participant than a group course where several people share the coaching time. This is often reflected in the measure value: 1:1 formats tend to be at the upper end of the range, group formats at the lower end.

What You Should Focus On Instead: Scope Over Price

Because a price comparison offers no added value for you, it’s worth looking at the actual scope of services offered by a provider. The following criteria can be asked about directly in the initial consultation.

• Number of hours: How many coaching hours does the program include in total, and how are they distributed over its duration?
• Coaching format: Is coaching provided 1:1, or in a group with standardized modules?
• Follow-up support: Does the provider support you in preparing applications for startup grants or entry allowances, or does cooperation end strictly after the last coaching session?
• Language offerings: Is coaching also available in a language other than German, if that’s relevant for you?
• AZAV certification: For which specific measure type is the provider accredited, and does this accreditation actually cover your business idea?

A more detailed checklist with specific questions for the initial consultation, including additional criteria such as documented track record, can be found in the article on provider selection: Finding AVGS Providers: What to Consider When Choosing.

How to Assess the Value of an Offer Without Comparing Prices

Since you’re not paying anything yourself, the most practical way to compare offers is to ask directly about the scope rather than about numbers. In the initial consultation, ask specifically: “How many hours of coaching are included in the measure, and what is the exact timeline?” A reputable provider can answer this question precisely without sidestepping.

Then compare the answers from several providers side by side, not by price but by substance: How much time do you actually get with your coach? Is your business model addressed individually, or do you follow a fixed module plan? Does the provider support you beyond the coaching in applying for startup grants or entry allowances? These questions provide a much clearer picture than any figure you wouldn’t be paying yourself anyway.

nxt milestone focuses on 1:1 coaching with Coach Georg Binienda-Meuser, who has already guided over 1,200 startups, with coaching in German (at least B2-level German required), online or in-person in Berlin, at no cost to founders.

FAQ on AVGS Measure Value

Do I have to pay extra if I choose a provider with a higher measure value?

No. The measure value is negotiated between the employment agency or job center and the provider and is billed directly between these two parties. As a founder, no costs are incurred for you regardless of the measure value amount.

Does a provider with a higher measure value automatically get better ratings?

Not automatically. The measure value indicates something about the scope and qualification level of the measure, but nothing about the personal quality of coaching from an individual coach. That’s why it’s worth looking at independent reviews and documented track record of the provider as well.

Why does the measure value differ from region to region?

The exact amount can vary depending on the responsible employment agency or job center as well as individual agreements with the respective provider. This is related to regional cost structures and the practices of the respective authority, but it again does not affect your own cost share.

Conclusion: Compare Scope, Not Price

The AVGS measure value is a real number, but not one that directly affects you as a founder. Because coaching costs you 0 euros in any case, there’s no point in comparing prices between providers—instead, compare the actual scope of services: number of hours, coaching format, follow-up support, language offerings, and AZAV certification. These criteria determine how much you get out of your coaching in the end, not the amount of a fee you’ll never pay yourself.

If you want to find out what 1:1 startup coaching at nxt milestone looks like in practice, a free initial consultation can answer your open questions. To nxt milestone’s AVGS Startup Coaching