Talks

8:30 AM
8:30 AMRegistration
9:30 AM
9:30 AMWelcome Speech
10:00 AM
10:00 AM
Organisational Building

How can I make my organization more diverse

Main Stage | 45 min.

Diversity is high on everybody’s agenda. If it is not on yours, you’ve really missed something ;). But becoming a diverse organization is more complex than it seems at first sight. There are plenty of aspects to diversity, and due to time and money constraints, you cannot focus on them all. You need to choose your battles. Where do I invest time and resources? How do I make it happen as a startup with little employer reputation, budget constraints and time pressure? How do I decide what aspect of diversity to focus on? Let’s discuss!

Speakers
10:00 AM
10:00 AM
Data

How to make sure analytics isn't a blocker for product development

Room 1 | 45 min.

Product development moves at lightning speed today. Our analytics cannot be a blocker. But – spoiler alert – when we don't have the right processes and infrastructure around it, our analytics will be a blocker.

Speakers
10:00 AM
10:00 AM
Product

End to End testing at scale

Room 2 | 45 min.

Klara is a digital product, which means that it needs a lot of iterations of testing and improving before it can go to production. Even though we have a place in our stack for unit tests, our functional / integration test suite is growing much faster. During the development of our product, we found out that it’s more important to test our product via user flows. Cypress.io is a tool that allows us to do so.
Our first cypress related commit happened in September 2017. What we did since then will be one of the main topics I will talk about in my presentation.

Speakers
10:00 AM
10:00 AM
Frontend

Point of Vue - Rethinking frontend for a microservice e-commerce system

Room 3 | 45 min.

The technological basis of IT systems has many implications for day to day business (e.g. performance limitations or development-processes). Together with kfzteile24 we recently had the opportunity of re-thinking the frontend tech stack of their e-commerce platform to tackle such issues. This talk will cover the process from analysis, solution- and migration-strategy to key-learnings and -results.

Speakers
10:00 AM
10:00 AM
Marketing

Market research: from data to impact

Room 4 | 45 min.

It pays off to know your target group, their needs, how they perceive your brand and your product and service offers. It’s not rocket science either. It’s just work – but its worth it. Discussed are the most relevant approaches needed to steer your marketing based on real insights.

Speakers
10:00 AM
10:00 AM
Backend

Managing dataflows in a Microservice architecture with Amazon SQS

Room 4 | 45 min.

How can you optimize an import process in a way that it only takes a few hours instead of several days?

A common issue for microservice platforms is to sync huge amounts of data between services. This talk covers the hopes, results and challenges encountered during the migration of the Kfzteile24 eCommerce dataflows from stateful cron jobs to an event-driven pipeline based on Amazon SQS and SNS.

Speakers
10:45 AM
10:45 AMBreak
11:00 AM
11:00 AM
Marketing

Personal Branding & Personified Marketing – Putting a Face to your Company

Main Stage | 45 min.

Two trends have been emerging recently that use mechanics well-known from the world of celebrity marketing: embodying brands through human beings via personal branding and personified marketing.

On the one hand positioning a person, mostly founders, as a renowned expert in their field. On the other hand, investing marketing dollars to boost the popularity of lesser-known individuals to associate their attributes with the company featuring them. Julia Bösch, Pia Frey and Ronnie Vuine all have become the public faces of their respective companies and will discuss their personal learnings.

Speakers
11:00 AM
11:00 AM
Backend

DataLayer, Commerce Cloud Migration and Ops Work - 9 months Trendtours

Room 1 | 45 min.

This talk covers the operational support that Project A provided in the context of our Trendtours Private Equity investment.

We will speak about how we kept systems alive after the leaving of a key person, how we participated in a migration to the SAP CommerceCloud and how and why we implemented a slack like DataLayer for data.

Speakers
11:00 AM
11:00 AM
Communications

Nobody cares about you!

Room 2 | 45 min.

Five hard truths every entrepreneur has to learn about communication.

Your business idea is spot-on, your product brilliant, your team inspiring, - and yet nobody takes notice. You wonder why? We will share 5 hard truths of communication that you have to know to get the attention you and your startup deserve. The first hard truth is: Nobody cares about you and your startup. But the good thing is: You can change that.

Speakers
11:00 AM
11:00 AM
Data

Data Science in Real Estate: What is Next?

Room 3 | 45 min.

Data Science is transforming businesses: proptech, insurtech, fintech. None of these industries is going to stay as we all know them. How has data science transformed Real Estate business (e.g., Zillow, Homeday, Compass, OpenDoor)? And what is next? Some questions will be answered in the presentation, some will stay open...

Speakers
11:00 AM
11:00 AM
Organisational Building

6 rules for building performing companies

Room 4 | 45 min.

To build a successful company, you need the right timing, a great idea, and the relevant market size. Most importantly, you need a team that delivers great performance! You have to define the right structure and implement it at the right pace, motivate your people, and get the right skills on board - operational expertise but also soft skills. You need to give people guidance without micromanaging, allow for creativity while keeping the focus on delivery, be there for them while fostering independence. Here are 6 rules for building a company in a way that makes success possible.

Speakers
11:00 AM
11:00 AM
Product

Looking at the world through lenses of digital commerce

Room 5 | 45 min.

As software advances in the world, all business transactions become digital. Even the most analogue businesses need to rethink their approach from a purely digital perspective. In this presentation, Michael and Dennis will give you a framework for analyzing any business from the point of view of digital commerce and its standard components to better understand what you need to serve your customers. Regardless of its specific characteristics, viewing your business through the lenses of digital commerce will help you navigate this landscape more effectively.

Speakers
11:45 AM
11:45 AMBreak
12:00 PM
12:00 PM
Other

The ugly truth about Venture Capital

Main Stage | 45 min.

After more than twelve years in the venture capital industry, Project A founder and general partner Uwe Horstmann will share his view on the venture capital business model — and specifically what's wrong with it. Ugly truths will be revealed, as well as strategies on how to make them work for you when you are trying to raise capital from VCs.

Speakers
12:00 PM
12:00 PM
Legal

The Exit

Room 1 | 30 min.

Exiting a company is a once in a lifetime experience for almost any founder. At the same time, preparing for and executing an M&A process for a VC-backed company is a tremendous challenge. These and other key drivers for a successful M&A process will be discussed and practical insights shared in SMP’s “The Exit” talk.

Speakers
12:00 PM
12:00 PM
Data

Lean Analytics: A mental model for achieving ROI on data

Room 2 | 45 min.

Over the past years, the number of tools available to companies to use their data for profit has exploded and led to shorter innovation cycles in the market. In a world where most parts of a data stack will increasingly become a commodity, what is the most effective skill to have in order to gain value from data?

Only briefly touching on technology, this talk presents a mental model and best practices for achieving ROI on data. Whether you are an analyst, manager, designer or investor, the content is intended to increase your data literacy and improve your ability to act on insights.

Speakers
12:00 PM
12:00 PM
Marketing

Making conscious decisions: short-term tactics vs. long-term strategy

Room 3 | 45 min.

To build a successful marketing plan you need to define your short- and long-term strategy. Resource allocation into the short or long-term poses a dilemma: You need to plan long-term success of your business, but without short-term success, your business may not survive for long-term strategies to pay off. However, focusing on short-term success will put your business in a bad position for future growth and ROI efficiency. A competitor that’s in it for the long haul might eventually surpass you. I will share 4 learnings from personal experience to help you deliver on your marketing strategy.

Speakers
12:00 PM
12:00 PM
Other

The Commandments of Outstanding Presentations (COUP)

Room 4 | 60 min.

Iskender is the founder of the COUP Movement - Commandments of Outstanding Presentations.
In this session, Iskender will provide a short version of his COUP Framework that empowers everyone to be more successful through outstanding presentations and speeches. You'll get Iskender's top advice for all of the four modules of his COUP Framework:
1. Script: The perfect storyline for your presentation/speech
2. Actor: Using your voice and body language
3. Slide-Design: Designing impactful slides for verbal presentations
4. Audience: Engaging with your audience and maximizing the learning effect

Speakers
12:00 PM
12:00 PM
Sales & Customer Success

Hiring, training & retaining sales people in times of talent scarcity

Room 5 | 45 min.

Hiring salespeople is cited among the biggest challenges in organization-building within our portfolio. There simply don't exist enough experienced salespeople out there with the right fit for your company and even if you find them, you likely spent a staggering amount of time and money to get there. Knowing this, you either become damn good in building up talent yourself and/or you train and retain the rare talent you did find. Corinne and Raul created the Sales Development Graduate Program at Project A and would like to share their insights on how to hire, train and retain sales talent.

Speakers
12:30 PM
12:30 PM
Legal

Strategic M&A acquisitions by growth companies/scaleups

Room 1 | 30 min.

Scaleups have been increasing their strategic M&A activities. As traditional commercial loans are often unavailable, questions regarding the means of financing arise. Due to the lack of stable cash flow, the focus is now often placed on share for share deals and financing rounds. These topics and various questions concerning buy-side M&A deals involving growth companies will be touched upon in SMP’s “Strategic M&A” talk.

Speakers
12:45 PM
12:45 PMLunch Break
2:15 PM
2:15 PM
Data

Impacting Organisations Through Data

Main Stage | 45 min.

In an era where we are collecting ever more data, translating that into actionable insights can determine the success or failure of a company. There is no one perfect way of addressing this - together with specialists in the field we will discuss different approaches and challenges of inspiring organisations to become data-driven.

Speakers
2:15 PM
2:15 PM
Marketing

Importance of CRM in a platform economy

Room 1 | 45 min.

In today’s economy, first-order platforms are pocketing the largest share of customer access. To retain direct customer relationships and regain margins, modern-day brands need to utilize their CRM insights to their maximum potential. Join us for a session where we will share best practices and case studies and inspire you to create maximal effective campaigns.

Speakers
2:15 PM
2:15 PM
Backend

DDD Ecosystems & Communications over Distributed Systems

Room 2 | 45 min.

Several engineers reach the problem of dealing with distributed systems in order to scale platforms. When this happens, sometimes a lack of understanding the overall system setup shows up, creating a sense of loosing control over the components communications patterns.

With the help of Domain Driven Design, and applying Automation and Decoupling principles, it's possible to architect software, not to remove the complexity, but to transfer some of it the network layer, organising the interaction of loosely coupled parts through more simple 'event based' streams of data.

Speakers
2:15 PM
2:15 PM
Other

Best practices to set up operations in the USA – Lessons from 273 companies

Room 3 | 45 min.

When going to the USA there are many things to think of. It’s about proper planning a setup in the US - what has to be urgently considered? Also, it’s about scaling in the US - who are the right advisors, who the best hires, what’s the ideal go-to-market strategy, which are the necessary partnerships to think of? Last but not least - it’s also about raising funding in the US from the right VCs.

Speakers
2:15 PM
2:15 PM
Marketing

How to sync your B2B marketing & sales activities

Room 4 | 45 min.

Few companies manage to leverage the full potential of marketing and sales by carefully orchestrating them along the conversion funnel. In fact, often times two separate teams successfully pursue their respective core fields of expertise but lack understanding of how they could service each other. Christoph and Philipp will talk about how to operationalize one joint strategy for marketing and sales, going from broad to detail and giving specific examples of how to sync your activities in a B2B context.

Speakers
2:15 PM
2:15 PM
Design

First impressions matter - Building visual brand identities

Room 5 | 45 min.

In a saturated market having a strong brand has become crucial to establish who you are and how your customers relate to you. In this talk we want to look into the design process and walk you through case studies of our best practices, going into great detail about how to develop usable, memorable and beautiful brands.

Speakers
3:00 PM
3:00 PMBreak
3:15 PM
3:15 PM
Other

Corporates <> Startups: Opportunities and best practices

Main Stage | 45 min.

Corporates and startups working together and collaborating: What are the opportunities for each party? Whether it is to stay on the pulse of innovation, test the product-market fit and conduct user tests, the participants of this panel can draw on years of experience in both sectors. They will discuss the advantages and best practices for both parties, as well as the watch-outs and their learning experiences.
This panel discussion will be led by Florian Heinemann with participants from Kollex, HenkelX (event partner) and VC/O.

Speakers
3:15 PM
3:15 PM
Other

Microsoft for Startups

Room 1 | 45 min.

Join this session to learn how Microsoft for Startups Program can help tech founders and startups achieve more. Learn about our offerings, technical enablement, business and sales acceleration.

Speakers
3:15 PM
3:15 PM
Product

Digital Health - Design-driven product localisation in a regulated market

Room 2 | 45 min.

As a step towards KRY's mission to fast forward the future of healthcare, we are launching in Germany this fall. In this process we are confronted with the challenge of adapting our service to a much less digital environment compared to Sweden. In this session you will learn how we used service design methods to approach the challenge of launching a digital product in Germany's paper and fax-heavy healthcare reality.

Speakers
3:15 PM
3:15 PM
Data

Dark Data - Does it matter?

Room 3 | 45 min.

The biggest part of the data that organisations collect remain under the radar. This data is stored but not being used for any current purpose. To answer if this so-called "dark data" matters we need to assess its value. I will share some learnings in the context of location data.

Speakers
3:15 PM
3:15 PM
Marketing

The LILLYDOO way - Synergy of Brand & Performance Marketing

Room 4 | 45 min.

LILLYDOO stands for modern premium baby products that satisfy both the functional and emotional needs of parents. 3.5 years after the launch in Germany, LILLYDOO is known by 3 out of 4 mothers with babies and has grown to a 40m Euro revenue business. This growth was supported by an ever-present synergy of Performance marketing and branding, on the one hand uniquely positioning the brand and on the other hand not losing sight of conversion goals. This talk elaborates the strategy behind the marketing of LILLYDOO and how to bring together Brand and Performance Marketing.

Speakers
3:15 PM
3:15 PM
Tech

The rise and fall of GraphQL at sennder

Room 5 | 45 min.

We started using GraphQL in the sennder engineering team in late 2016. Three years later, we decided to stop using it. This talk explores the benefits and the trade-offs that come with using GraphQL. And why we deprecated it at sennder.

Speakers
4:00 PM
4:00 PMCoffee Break
4:45 PM
4:45 PM
Organisational Building

Remote work & distributed teams - how to manage a global organization

Main Stage | 45 min.

To drive company success, startups with a global future need to consider building teams in various locations and offering employees the opportunity to work remotely. These measures are crucial in times of talent scarcity. Distributed teams and remote work – buzzwords or the key to success? How do these organizational setups work in practice? What are the dos and don’ts? What are the prerequisites for a company to thrive with such a setup? In a panel discussion, Charlotte will pick the brains of Cornelia, Mads and Iwo about how to manage distributed teams in a high-performance global company.

Speakers
4:45 PM
4:45 PM
Backend

Engineering 101: Dependency Injection in JavaScript

Room 1 | 45 min.

Originally designed to add bits of interactivity to web pages, JavaScript has developed into a versatile programming language within the last decade. With its widespread usage in client and server applications, a new set of challenges has emerged to JavaScript developers – first and foremost building scalable software. This talk will introduce a well-established engineering practice that strongly supports this goal and gradually finds its way to the JavaScript community: Dependency Injection.

Speakers
4:45 PM
4:45 PM
Sales & Customer Success

Daring to do the unscalable: learnings from a startup in rapid growth

Room 2 | 45 min.

As a former professional showjumper on Denmark’s national riding team, I learned the importance of focusing on one jump at a time. Since joining Pleo's journey, I have realised just how relevant this can be in the startup world. I'll share our key learnings and best practices when it comes to growing loyal customers and daring to go above and beyond for them - even in scale-up times.

The purpose of my talk is to be boldly honest and generously share our mistakes and epiphanies in scaling Pleo while still growing our customer satisfaction to new heights.

Speakers
4:45 PM
4:45 PM
Marketing

Fireside Chat: Scaling an international marketing team

Room 4 | 45 min.

How do you scale and organize your marketing department in times of growth? Which functions do you centralize, which roles do you need locally when internationalizing? Is there a playbook you learn once and can apply to new markets? Whom to better ask these questions than Max who is responsible for marketing at Hellofresh that scaled the company from roughly 14 million euros in revenue to over a billion in just five years. In a fireside chat with Philipp, he will share his most important learnings when it comes to building and managing an international marketing team.

Speakers
4:45 PM
4:45 PM
Product

Digitizing your Backbone: Process Management at SunshineSmile

Room 5 | 45 min.

SunshineSmile has complex and long build to order processes: Every medical aligner is designed and produced for the specific needs of a customer. In this session, we will show how consequent Business Process Management with support of technology has led to a process and data-driven company.

Speakers
5:30 PM
5:30 PMA Awards
6:00 PM
6:00 PMClosing Speech
6:15 PM
6:15 PMFood, Drinks and Music