Matthias Heußner (Co-Founder, Strategy and Processes), Tobyas Faroß (Co-Founder, Product) and Matthias Schulz (Co-Founder, Sales) Maximilian Probst

go to emma

Connects the Food Retail Industry

Software as a Service
Founded in 2016
12 employees
Funding: €1.3M
Stage: Seed

In the food retail industry, managing new product listings and promotions is a time-consuming process. Inefficient communication between retailers and suppliers results in a lack of overview and lost opportunities. emma® digitalizes, standardizes and simplifies the purchasing and sales process. A supplier network improves the quality of cooperation and unlocks an unique network effect. Website
Highlight of the year: The launch of their supplier network as the third pillar of their business model.

Interview with go to emma

What inspired you to found your startup?

The worst sales day of co-founder Matthias Schulz. He realized through personal experience that thousands of daily sales visits in the food retail industry don’t add any value. Through digitised processes, we make the daily business of purchasers and sales reps more efficient and fun.

How are you different? What is your unique value proposition?

The USP is based on the combination of a SaaS and a platform approach. The SaaS helps our customers to save time in daily work. The platform adds the ability to integrate processes beyond companies’ borders, and unlocks a unique network effect.

How do you define success for yourself and your company?

First, to hire smart and experienced people and give them the chance to use their full potential. The success of go to emma is defined by the time that customers save, the number of connections and interactions on the platform, and, finally, the monthly recurring revenues.

What do you want to achieve next year?

Our growth targets for the next 12 months include the acquisition of the top 100 merchants in the food industry / DACH region, the engagement of 1,500 active suppliers and food manufacturers in the network, and the implementation of three integrated partner services to increase the relevance of the platform

Why do people want to work at your company?

We give our team a clear “why”. They have the opportunity to change the processes of one of the worlds´ largest industries. go to emma digitizes an industry with low digital ambitions. Our focus on people development and personal growth fosters commitment. A strong feedback culture forms the backbone.

What has been the most important milestone so far?

A) Getting strong investors on board that share our visions.
B) Get the first retailer (> 100mn revenue) that forces its suppliers to visit stores digitally instead of personal.
C) Launch our supplier network and invite the first 1,000 suppliers

Looking back at your whole development story — what makes you most proud?

After a fast start characterized by learning and improvement, we have now found a scalable business model. We pivoted from a sole platform to a process-oriented SaaS solution. The trust of our customers and a strong execution were essential to make this pivot happen.

Where do you see your company in 5 years?

emma is the international B2B platform in the food retail industry. We connect retail companies and suppliers around the globe. Time-consuming processes become easy and seamless. The platform approach integrates leading solutions in logistics, marketing, store management, and financing.

What is your impression of launching a startup from your based city?

Hamburg is the best place to start a B2B startup in the food retail industry. Strong networks and smart people are available. The largest food retail company in Germany also has its main office in Hamburg. Therefore, all large brands visit Hamburg at least once a year.

What is your impression of the german startup scene? Would you change anything?

The german startup scene is heading in the right direction. Smart and highly skilled people realize that working for a large company is not the only way. Established companies understand that also speed is a success factor. And finally the VC scene is getting stronger. It’s great to be a part of it.

go to emma was featured in “The Hundert Vol. 10 – Startups of Germany“, November 2018.

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