Startup Notes

From Scratch 06 | Florian Heinemann teaches how to acquire first users and build a marketing machine

October 30, 2018

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. Before joining Rocket, Florian co-founded several startups and exited two of them (i.e. to Amazon). 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 (eventures), 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.

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