Swisspreneur Show Swisspreneur

Timestamps:

1:49 - Innovation in Asian corporates

5:46 - Meeting your husband at a football game

10:30 - Validating pajamas 

17:58 - Building a clothing brand in Switzerland

29:34 - The impact of war and weather on sales



About Catarina Dahlin:

Catarina Dahlin is the co-founder and managing director of Dagsmejan, an innovative and sustainable sleepwear brand. She holds a MSc in Business Administration from Lund University and previously worked at Oriflame Cosmetics and Yves Rocher Group before starting Dagsmejan with her husband, Andreas Lenzhofer, in 2016.

In Catarina’s opinion, the greatest advantage of starting a business with your romantic partner is that you gain a co-founder who truly knows you — who’s right there beside you during the highs and the lows, and who understands your “obsession”. The disadvantage, however, is that if you don’t set up proper boundaries, it can sometimes feel like there’s no escaping the business. That’s why Catarina and Andreas occasionally make it clear that they want to steer clear of business topics at home. 

On the first day they met, Catarina and Andreas discovered that they shared the dream of someday starting a business. Years later, they took the plunge, and Dagsmejan was born. Their sleep products are based on natural materials, enhanced with technology to give it unique functional properties, namely dual moisture management: evaporative cooling to cool us down and moisture wicking to keep us dry. Thus, they tackle a very important factor when it comes to sleep quality: temperature! Other factors include our stress levels, whether we just ate a heavy meal, how much we exercise, alcohol consumption, and whether we use the computer just before bed. 

Dagsmejan is currently present in Switzerland, Germany, the US and the UK. 

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Timestamps:

4:00 - The true difference between marketing and sales

5:15 - The first DeinDeal customer

9:05 - Google search and Facebook as sales channel

13:23 - Mixing data with intuition 

20:41 - Customer development



Resources Mentioned:


The Four Steps to the Epiphany, Steve Blank


The Mom Test, Rob Fitzpatrick



This episode was co-produced with UBS and ETH Zurich, as part of the Entrepreneurial Backpack Series.



About Flavio Rump:

Flavio Rump is one of the co-founders of DeinDeal, the famous Swiss eCommerce scaleup acquired by DeinDeal in 2011. He’s also a startup investor, board member and growth expert. He holds a BSc in Electrical and Electronics Engineering from ETH and has co-founded companies like Pigeon Apps Inc, Blue Chocolate Inc, and Bio2040.com, and the Student Biolab Zurich.

He credits DeinDeal’s success and quick growth to their early realization that sales do not equal profits, and to the fact that their team possessed a large number of extremely competent “specialists”. Here is a summary of some of the sales and marketing tips that he shared with our host Silvan:


The difference between sales and marketing is that marketing is a long-term endeavor to build trust and credibility, whereas sales is a shorter-term process where you understand customer needs and fit your product to them.


The sales channels that worked best for DeinDeal were Google Search, Facebook and Hyperlocalized Advertising. For this last one they created individual landing pages for certain queries (e.g., hairdressers in Zurich, restaurants in Zurich), in order to reduce the number of clicks a customer has to go through to get from query to conversion. Their conversion rates increased 50%.


A great way to start getting closer to customers and better understanding their needs is to create a live chat on your homepage.


Customer development should start as soon as research and product development start. Talking to customers while building your product helps you know which product to build in the first place, as well as which markets to go into.


Don’t be afraid to get candid with prospects during sales calls. Phrases like “Help me out here” are effective in getting people to open up and to explain how your product falls short. 


Don’t be afraid to ask your prospect to close the deal if your sales call is going really well. And if your sales call went well but you haven’t heard from your prospect since, don’t assume this means disinterest — often people are just quite busy. Follow up continuously unless they clearly state that they no longer intend to buy your product.



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Timestamps:

8:17 - Building a startup during COVID

16:17 - AI predicting unpredictable climate changes

29:20 - Mindmapping customer problems

44:36 - Bootstrapping when you have to

1:00:11 - Valuing the skill of communication



About Miller Mendoza Jiménez:

Miller Mendoza Jiménez is the co-founder, CTO and Latin America Regional Manager at Grundo, a technology advisory and analytics startup aimed at tackling sustainability challenges globally that can be solved using open data systems, technology-based tools, and services. He holds a PhD in Physics from ETH and worked there as a research assistant, senior research scientist and lecturer before starting Grundo in 2020.

Grundo aims to solve the issue of food security, which will become more and more relevant in the coming years due to climate change. This is because changes to the climate equal extremely unpredictable weather, ranging from heavy rains to heavy draughts. Weather instability is in general bad for crops, and heavy rains in particular damage the fertility of soils through erosion. Add to that the population increase, and it is estimated that by 2050, we will need to increase the agricultural output between 50-70% to have enough food for the global population.

Grundo answers critical food security questions like “How much wheat and corn can we expect from Germany in three months? How about in Europe, Asia or Africa?” They uncover the answers by building AI algorithms and using satellite data to provide insurance companies with data on which to tailor premiums for crop insurance, and to provide governments with data which enables them to efficiently subsidize sustainable farming practices.

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Timestamps:

6:32 - Race car driving & building a business

11:55 - How NordPass stood out in the market

23:10 - Catering to customers vs staying focused

31:32 - From Lithuania to the world

43:54 - Is Lithuania a startup-friendly country?



Resources mentioned:


Blackbox Thinking, Matthew Syed





Click here to enjoy three months of NordPass Business for free with the code “swisspreneur”.



About Jonas Karklys:

Jonas Karklys is the co-founder of Nord Security, and the CEO of its password management company NordPass. He holds a BA in Business Administration and Management from Vilnius University, but before his university studies he was already an accomplished race car driver and had also run Infosport, a Lithuanian sports news website. After university, Jonas went on to co-found 50Garage and invest in F-1.LT before co-founding Nord Security and launching NordPass.

NordPass is a password management solution, part of Nord Security, the world’s leading

cybersecurity company and the creator of NordVPN, NordLayer, NordLocker, and other well-

known products in the market. Currently with offices/representatives in 26 markets, Nord Security offers its services globally, and is Lithuania’s second unicorn.

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Timestamps:

4:09 - Obstacles to innovation in corporates

10:53 - Starting a startup in your 40s

17:00 - Learning to endure pain

19:40 - Financial planning for your startup

27:36 - What if your startup fails?



About Danny Chatziprodromou:

Danny Chatziprodromou is the founder and CEO of REOR20, a company developing the next generation of models providing highly accurate flood hazard information at a significantly lower cost. He holds a PhD in Computational Fluid Dynamics and Mechanical Engineering from ETH. He worked for companies like Swiss Re and SAM Sustainable Asset Management before starting REOR20 in 2017.

The model Danny’s team developed is 100 000 times faster than traditional models, and his realization that the typical models were that simplified was precisely what motivated him to look into the issue. He also claims that his long and uneventful stay in corporate gave him the arrogance needed to believe he could build a business by himself. Reality, as it turns out, was more challenging, but REOR20 managed to be successful regardless.

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Timestamps:

5:20 - Making a business out of free water

8:12 - Competition in the advertising world

10:00 - The decrease in the quality of online advertising

13:09 - Distributing 25K bottles

17:21 - Fundraising through the Swisspreneur Syndicate



About Christoph Bertschy & Gaël Riesen:

Gaël Riesen is a co-founder and the Head of Production/Distribution at Gratiswasser, and his co-founder Christoph Bertschy is the owner of the company. Gratiswasser is a startup placing ads in free water bottles to be distributed in stores, at festivals, cafés and in general around town. They aim to offer companies a cost-effective advertising opportunity that also has a positive impact on the community.

Gaël and Christoph were motivated by a belief that water as a commodity should be free, and by the motivation to make this possible in a market economy: so they decided to use water bottle labels as advertising slots! One of their partners, VIU eyewear, receives the water bottles at their stores and distributes them to customers who drop by.

Placing ads in free water bottles has the benefit of associating the advertisement to the positive feeling of getting free stuff, instead of to the frustrating 30 second wait before you can watch a video on Youtube. It also is a more trustworthy form of advertising than online advertising, which nowadays seems to have become riddled with deepfakes and other shady ecommerce practices.

Gratiswasser is currently fundraising CHF 500K, part of which is being done through the Swisspreneur Syndicate (the 2M mentioned in the episode is a goal for future funding rounds). Click here to learn more about the deal.

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