We have an idea, potential customers and solvent investors. We go live and the first customers are enthusiastic. The number of customers grows, the costs increase, but the sales don't materialize. Why doesn't the idea take off? Start-ups and established companies alike are grappling with this question.
Matthias Schulz, one of the three founders and managing directors of Retail.me reported at solutions.hamburg that it is not enough to sell a product to the company. The employees of the customer company are the actual end users and are therefore in direct contact with the product. This is why it is particularly important for products that a company purchases centrally (top-down) that the end users are involved. Otherwise, even the most innovative digital product can fail during implementation. Matthias illustrated this challenge not only using the example of Retail.me - formerly go to emma - but also from his history at Warsteiner and Red Bull.
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