Edition F_TheHundertVol10Berlin_Anne_Schönharting

Nora-Vanessa Wohlert (Co-Founder) and Susann Hoffmann (Co-Founder) © Anne Schönharting

Edition F

The Digital Home for Ambitious Women

Media
Founded in 2014
25 employees
Funding €855K / 3 Rounds

Edition F was started in 2014 by Susann Hoffmann and Nora-Vanessa Wohlert. The two friends wanted to revolutionise the media landscape for women by taking them and their needs seriously, leaving the stereotypes of fashion, beauty, and dieting as a woman’s highest interests behind. They’ve grown into a very lively online and offline community. The platform with its online magazine, job board, events, and digital coaching program Female Future Force has about 600.000 unique users per month. Website

Interview with Edition F

What inspired you to found your startup?

Looking at todays world and the media landscape, we realized there is a major difference. Women are in their own power, they are driven, they are independent and they’re having a career. But female media is still painting a picture of women focusing on fashion, beauty, diet or gossip. We wanted to fill the media gap and create a platform where women are taken seriously, where their real life topics find a place and where the community aspects in supportinhbeachbither comes to life.

How do you define success for yourself and your company?

The biggest reward is positive feedback from our users. Edition F is not just some business but a movement, an idea fron two women of today who were trying to create a digital place that brings women together, that spreads the spirit of inspiration, support and independency. Succes is when we hear all these personal stories of people who tell us how we inspired them to go for their dream. Of course, to be able to do this, we need to make money. And we do. One comes from the other.

Is there anything you’d do differently if you could do it again?

We are always discussing the matter of fundinh. Would we have tried to get mire money in the beginning to be able to grow faster and not need to search for funding so quickly again. Or would we have started it smaller and with no external funds. We don’t have a final answer to this but we believe that even if there is no angel or vc funding, you can start. And there are other ways – such as crowdfunding etc. So don’t just buy into the classic startup way as you read it everywhere.

What problem does your product solve?

We all know about female stereotypes. It’s time to change them. Edition F filled a gap in the media landscape that was there for too long. We help shaping a new understanding of what women want and want they are capable of – by giving them a digitale in our magazine or pushing them with out digital coaching program.

Where do you see your company in 1/5/10 years?

We want to keep the profitabilty and grow from our cash flow. We want to be the #1 digital media site for women in Germany. And we want to break into new markets.

How are you different?

We are authentic. We are always growing with the user’s need and interests. We are not just a magazine but a community.

How often does your product/service show up in a user’s day or week?

It varies – if people attend the Female Future Force Academy they might visit daily, other enter the site 2 or 3 times a week. Those are our very loyal users. But of course, Facebook is also a major traffic source and those users we try to convince to come back soon with the quality of out content.

Impact: how are you doing good and building a better future?

Female Empowerment is our business. We help women in standing up for themselves, supporting each other and go dor their dreams. With our digital coaching program Female Future Force, we alao aupport women who have fewer chnces by giving them free access to the coaching.

How has the startup scene in Berlin changed?

More and more women are starting their own businesses – that is really great. On top, there are also mny independent startups – meaning non incubator businesses – who started something because they believe in the cause of it. As well, we feel the scene has professionalised.

What are the pros and cons of launching your startup from Berlin?

Berlin is vibrant, international, with good energy and life quality. It is an island in Germany though. With a not very international airport.

Bonus Question: Anything else that we need to know about you?

We are a mom – Susann has a 10 month old son – and a Stepmom – Nora has a 14 year old stepdaughter. Kids ans career do go well together!

Edition F was featured in “The Hundert Vol. 10 – Startups of Berlin“, October 2017.

The picture above was taken at:

Daluma

Daluma in Berlin-Mitte is a well-designed restaurant with a special philosophy. Offering smoothies, juices and soups, they also provide nutritional advice to companies to encourage healthy lifestyles in the workplace.

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