Startup twago
Melting Pot Berlin
Metropolises are known for multiculturalism worldwide. The same has to been said for Berlin, inevitably. As inhabitants of Berlin – “Berliner” (J.F.K) – we will not shy this very point!
Let’s see rather an opportunity than to say, as some politicians declare, “multiculti” is dead. Of course, we aren’t blind and deaf not to experience the shadow side in everyday life. But never the less do we know there is also an enormous potential with immigration. Books like Thilo Sarrazin’s one has been read but has been considered by us as naive and counterproductive.
We “Berliner” are genuinely realistic optimists because we’ve seen the advantages of living in a city and being part of the encounter and settlement of different cultures.
Let’s talk about “New York, New York” as Frank Sinatra used to sing. New York with its exclusive immigration history is a quite good example of seeing the immigration as a potential and to gain. Now a day it is THE Metropolis of the western hemisphere.
It means for a start-up in Berlin, to consider people from other nations as possible clients. In 2011 there were near half a million of “foreign” inhabitants in Berlin as Amt für Statistik Berlin-Brandenburg states. And there is no decline to expect because it is supposed that by the Euro crisis the flux of immigrants from the affected Euro countries like Spain, Italy and Greece will increase.
If there is an area where different cultures are already to be seen as enrichment, then it is the one of start-ups in Berlin.
There we’ve got some start-ups, enterprises which recognized the implicit potential of different cultures so to take care of it not only as possible customers but as employees too. By the way some start-ups in Berlin have already make use of the fact that inhabitants of Berlin come from different countries and engaged them, for example Spain, France, Mexico, Poland, Italy as to name only a few of many other. Indicator for this phenomenon is the job advertisements looking for people with international background. Doing so, it allows an enterprise to explore new markets with exit because it can count on specialists for the specific market in its file.
If you are not willing to start a business inside a bubble which may give you some revenues for one year or so until it suddenly pops up, you must act with sustainability.
I don’t say to by exclusively eco-friendly toilet paper, which for sure isn’t so bad, but what I say is: sustainable exit by future oriented structures.
Start-ups have to take heed of customer acquisition and satisfaction for it is of great relevance.
As for generating new customers and maximizing his satisfaction, the origin of customers should not be neglected. The necessary confidence which the customer is supposed to develop toward the enterprise plays a preponderant roll.
To the clients ease in building up confidence it is important to meet him in his everyday language.
The measures to touch a potential clientele are in fact rather simple:
• If your main business runs via internet at least you should get your web site translated into English.
• So it is wise to engage a professional translator for German-English .
• But if you are running a retail trade you should take care at hiring your personal so they would have to show at least one further language with negotiating skills.
The author Natanaél Stürenberg ist doing his Bachelor of Arts degree in Business-Psychologie and works at the German enterprise twago wich is a brand of Team2Venture, in the Online-Marketing area. During his job and his study he got to know the relevance of comunication. Growing up in a bicultural environment he learned from the beginning, how important it is to have a clear way of comunication.