Glad to see that Arno Klare, member of the German Bundestag, is also acknowledging that we have to change the way we look at and shape mobility. We talked to him recently at our event about the future of mobility that we hosted together with AZOWO GmbH (interview is in German).
For more videos please check out the following link: azowo.com
“Ex-Rocket-Internet-Chef Florian Heinemann warnt vor einer Degradierung der deutschen Autobauer zu simplen Hardware-Lieferanten des Silicon Valley. Eine aktuelle Studie der Unternehmensberatung Bain gibt ihm Recht.”
von Thomas Stölzel und Martin Seiwert
Congrats to diconium/the team and congrats to Daniel Grözinger / Parklane Capital for facilitating this transaction!
I think it is a smart move of Volkswagen to increase the level of digital competence/skills not only organically, but to accelerate this development through acquisitions. Hopefully, we will see more of this kind of transactions in the near future #digitaltransformation #digitalcompetence #digitization
“In der neunten Ausgabe mit Florian Heinemann geht es mal wieder um das Thema Recuitment und Standorte, weil es dazu in der letzten Zeit viele Nachfragen gab. Außerdem habe ich Florian alle Fragen gestellt, die uns in der Whatsapp Gruppe zugetragen worden sind. Was wünscht er sich z.B. zu Weihnachten?”
“Florian Heinemann speaks about the top and flops in online marketing and shares his insights on how to acquire first users, building a scalable marketing strategy, and avoiding unwanted drawbacks.”
In our sixth #FromScratch masterclass, Florian Heinemann taught our audience how to acquire first users and build a marketing machine when starting a company.
Florian is Europe’s number one online marketing expert. Since 2012, he is a Founding Partner of the operational VC firm Project A Ventures. Prior, he was Managing Director of Rocket Internet. In this role, he was instrumental in building Zalando, Global Fashion Group, and eDarling. Florian has been a business angel and founding investor in close to 100 startups including Trivago, Zalando, Home24, CityDeal, Audibene, Affinitas/eDarling, ClassPass, AdScale, Mimi, Bitbond and Movinga.
In this episode, Florian elaborates together with moderator Christian Miele (Partner at e.ventures) on how to understand who your key customers are and tailor your product around them. He explains why it is key to start collecting business analytics data from day one and find the right approach between quantitative and qualitative marketing.
Full list of topics we discussed with online marketing expert Florian Heinemann in this episode:
[01:21 - 02:36] Introduction
[02:37 - 05:08] How Florian Heinemann got started in online marketing and became an expert
[05:09 - 07:08] What type of marketing person to hire first when you start a company
[07:09 - 09:23] What background your first marketing employee should have
[09:24 - 12:18] Which marketing DNA to go for when starting up
[12:19 - 14:26] How to acquire your first users
[14:27 - 16:57] The budget you need to get started with your marketing efforts
[16:58 - 20:24] What role your product plays in regards to marketing
[20:25 - 22:03] How to use data in marketing
[22:04 - 25:02] How the data approach is different between business models
[25:38 - 29:01] On the relevance and best practices of cohort analysis
[29:02 - 33:29] Important milestones for doing a cohort analysis
[33:30 - 38:45] How branding and qualitative marketing can and need to merge
[38:46 - 41:35] How to hedge your budget and diversify your marketing channels
[41:36 - 44:51] On the comparison between marketing in the past and nowadays
[44:52- 46:47] Outro
“Pure Player, digitale Marken, Start-ups – sie alle schielen nach der Fläche. Warum Fußgängerzonen spannend sein können, sagt – ausgerechnet – Florian Heinemann, Digital-Guru und Investor im Interview.”
Im kompletten Interview spricht Florian Heinemann auch ausführlich über Vertical Brands.
“Noch nie hat die Politik für Online-Marketing und digitale Geschäftsmodelle eine so große Rolle gespielt wie aktuell. Wir haben EU-Kommissions-Vizepräsident und Digitalkommissar Andrus Ansip eingeladen. Er soll den digitalen EU-Binnenmarkt voranbringen. Was sagt er zur EU-Datenschutzgrundverordnung und zur ePrivavcy-Verordnung? Ansip, der Kopf hinter der Verordnung, führt live auf der Bühne ein Streitgespräch mit einigen der klügsten Köpfe der Szene. Wo steht Europa im digitalen Wettbewerb? Was müssen wir besser machen? Florian Heinemann, der vier Jahre Geschäftsführer von Rocket Internet war und jetzt u.a. in Vertical Brands investiert, befürchtet negative Auswirkungen der ePrivacy-Verordnung auf die Digital-Wirtschaft. Das will er mit dem EU-Politiker diskutieren, zusammen mit Guillaume Liegey.”