Christoph Fahle
March 21, 2012

BETAPITCH Berlin 2012 - Meet the Jury: Joakim Barneus

On the jury this year will be Swedish entrepreneur and business leader Joakim Barneus. In 2001, Mr. Barneus co-founded the European branch of Monster, and served as European COO until 2002. He is also the founder of the student staffing company, Komet, which employs over 5,000 students, and helped develop the business-oriented personality test Validero.

On the jury this year will be Swedish entrepreneur and business leader Joakim Barneus. In 2001, Mr. Barneus co-founded the European branch of Monster, and served as European COO until 2002. He is also the founder of the student staffing company, Komet, which employs over 5,000 students, and helped develop the business-oriented personality test Validero.

You’ve developed the Validero personality test. What exactly does it test for, and how?

I had been working in recruitment for many years before working on Validero, which I helped develop alongside a trained psychologist. One thing I had noticed then was that most personality tests being used in recruitment were very academic, and very hard to understand. Most of all, though, they were only applied at the end of the process, after having screened through hundreds or thousands of applicants, so it seemed somewhat pointless. So I then thought about developing a new kind of personality test more suited to modern-day work life, with a focus on specific personality traits; making the process easier for both recruiters and applicants. We also try to apply the test during the initial stages of the recruitment process – before having screened through all applicants – in order to put personality more at the forefront when selecting future employees.

As the founder of a student staffing agency, what are some things you notice in common between those looking to enter the workforce, and those looking to start their own businesses?

Aside from lack of experience, there isn't much in common, as they are facing completely different challenges. With students, one thing I notice is that, though lacking in experience, they are often eager and quick to learn entire sets of skills in fields with which they are not familiar – financial management, customer service, IT, and so on. Students, I find, are some of the best talent for my customers, as they are very flexible in that way. When it comes to entrepreneurs, however, I think the problem is that many of them don’t have a clear vision for their revenue model. Second of all, they become enamoured with a certain idea or with a certain mindset. While many of them are well-organised in most areas, many often do not focus enough on their revenue model, and therefore do not have a good idea of how their company will make money.

What is one thing you expect to see at this year’s betapitch?

I think mobile startups will have a large presence this year, as that’s probably the fastest-growing industry these days – mobile applications, advertising, and so on – and therefore probably the easiest way to make money at the moment. As someone who has worked in HR for many years, I’d also like to see more startups in this field.

Finally, without giving too much away, what’s one piece of advice you would give to  any aspiring startups competing in these year’s betapitch?

As I mentioned earlier, one thing I notice among many new startup companies is that they often have a good idea and vision for their product, or whatever they wish to sell, but do not focus enough on their revenue model, and therefore are not able to make as much money as they wish with their startup. So I would advise any aspiring startups to keep a clear idea of that as they develop.

CloudMade (United Kingdom)

With 6 locations globally, CloudMade leverages cutting edge artificial intelligence to revolutionise the automotive industry. Their focus is on processing data to optimise and personalise the driving experience of the future. 


High-Mobility (Germany)

High-Mobility builds a data platform for applications working with personalised car data. Users can test their applications in a simulation environment, and get verified to access data from multiple car makers using a standardised connected car API.


Kiwi Last Mile (Spain)

Using a new multi-modal delivery platform, Kiwi offers an efficient, profitable and sustainable last mile delivery solution. Kiwi operates its own fleet, basing its operations in a new ‘cellular delivery model’. It has dubbed itself the ‘future of the last mile’! (Germany)

BRIVE reduces fleet and vehicle costs by rewarding good driving behavior. Better driving translates into savings on fleet costs and higher salary bonuses for drivers. It already comes with a BRIVE credit card!


German Autolabs (Germany)

The Automotive Voice Assistance platform from German Autolabs is a customisable conversational assistance solution for mobility. German Autolabs leverages deep domain knowledge; bypassing lengthy development cycles to build groundbreaking voice products.

Autofleet (Israel)

The Autofleet platform enables the transformation of fleet managers to vehicle-as-a-service providers. It innovates fleet management, using machine learning to predict demand, price dynamically, automate in-/de-fleeting, and optimise demand-supply matching in real-time.

Neohelden (Germany)

Neohelden is developing a digital AI-assistant for enterprise use-cases. You can think of it as Alexa, but for business. Users can customise the Neo platform intuitively via Drag & Drop, to tailor the AI-assistant to any possible needs.

Parkbob (Austria)

Parkbob organises the world's parking related data, and transforms it into actionable information for better mobility decisions. By creating a dynamic demand prediction model, it provides customers with an end to end solution that increases fleet utilisation and revenue.

VISCOPIC (Germany)

VISCOPIC leads in 3D data processing and worker guidance solutions, focusing on 3D sensing technology and augmented reality. It aims to guide companies into the future by showing them what technologies they need in order to be optimally efficient and productive.

Transmetrics (Bulgaria)

Transmetrics delivers predictive optimisation software for the logistics industry. Designed for express, parcel, pallet, and groupage businesses, the AI-driven software forecasts customer demand to calculate the most efficient linehaul plan for the entire transport network.

Have any of these brilliant ideas made you curious about the challenge? Follow us on LinkedIn for updates on the competition!

To be honest, I sort of fell into it. I was always working somewhere between content marketing and the music industry and around seven years ago a friend of a friend was searching for someone to help him curating music for his boutique surf spot on the beach in Costa Rica. The owner was a big music fan, but he just didn't have time to keep all the music up-to-date. So I got introduced to him, we shared similar tastes, and agreed that I would do the music for his space - curating it and updating it with new music on a regular basis.

This for me was a dream come true. I could finally work with music all day, and at the same time, I could help create an awesome experience for the guests. I saw people's reactions when they heard a song they liked. I saw them dancing, getting a little closer to each other at the bar and that for me was really rewarding.

This was the moment when I realized that there is something special about this idea and I got interested if there is actually market out there. I did some market research, and a lot of interviews with different hoteliers people in the industry trying to get more feedback. And the idea started growing more and more. 

People in beta Clay Bassford Bespoke Sound



Interesting is the story of the last years winner in the category “Creative”. Hamburg based headraft literally took music experience to the next level by creating the world’s first AR Music Video for the German band “die Fantastischen Vier”. Designed for their song “Tunnel”, the cited app unfolds a virtual story world once the track starts playing, giving fans the opportunity to go on an interactive journey with the band rather than being a passive viewer. 

Applications are now open! Finalists will be awaited by a curious jury of five leading industry experts. Among others, Kathleen Cohen who was already taking part in the first year will be in the panel of judges again. With a 25-year multiplatform career history under her belt, she is one of the most regarded in the field. As a digital experience expert, she has successfully implemented projects for DreamWorks Interactive and IBM Innovation, to name a few.

Needless to say, the yearly AUREA Award is definitely the place to be. Apply and become a member of the community bringing together all the promising products and solutions in the AR/VR sector.

Photo by AUREA Award

OKAY BUT HOW IS BESPOKE SOUND DIFFERENT THAN PLAYING MY "DISCOVER WEEKLY’’ OR ANY OTHER AUTOMATICALLY GENERATED PLAYLIST ?

Well, both. Currently we offer the following two options: shorter publicly available Brand Playlists and long-form private Soundtracks for spaces. For both of them we work closely with the client to understand how sound fits into their brand DNA and what their audience is like.

We believe that the guests’ experience with a particular space doesn’t have to begin and end with their stay. The idea of the Brand Playlist is to be a public brand playlists designed to engage the customers before, during, and after their visit at a space. It’s always accessible for them and serves as a new, dynamic marketing channel.

The Soundtrack is slightly different. It takes sometimes up to weeks of work and is designed by a world-class artist, DJ, or tastemaker. For it we first work with you to develop a deep understanding of your business and style. Then we match you with the perfect artist, DJ, or tastemaker to create unique, always fresh playlists, custom tailored to match your brand. 

In both cases, we update them regularly based on guest habits and clients’ needs. 

People in beta Clay Bassford Bespoke Sound



The way we engage with the music community is something really important for us and honestly, what makes us different than other background music providers. A lot of the background music providers out there have internal teams of maybe five or six DJs that do all of the music for their clients. We aim to connect with the local scene and always work with local DJs. There's some kind of magic in finding the exact right artists for the brand.

And on the flip side of it, when we hire artists, we make sure that the project is also inspiring for them and that they would be interested in participating. We always make sure to pay them well. The whole project creates for them a new income stream that they wouldn't have otherwise.

People in beta Clay Bassford Bespoke Sound

Yes! This was really fun. The objective with the betahaus "betabeer sounds" playlist was to showcase the community side of betahaus. There are so many cool, interesting people in the betahaus community and we thought a playlist could be a perfect way to not only help bring the community together but also show the diverse funkiness of the communities of Berlin and Neukölln, which is why Hazy Pockets, a longtime local Berlin DJ known for his eclectic mixes, was perfect for this project.

This playlist moves from bluesy 60s rock into surf and tropicalia, picking up momentum into Motown and onwards through some laid back disco tunes. Perfect for the betabeer events betahaus hosts monthly!


YOU’RE CURRENTLY ENJOYING THE SUN FAR FROM BERLIN. WHAT ARE SOME OF YOUR FAVOURITE PLACES in berlin that YOU MISS THE MOST?

Oh, there are just so many! Like the Imren Grill for instance where you can find the best homemade Turkish food or Das Gift and Gordon which are both run by great music people. Kohelenquelle in Prenzleuer Berg is my favorite local bar (or rather kneipe). To satisfy my  techno / electronic records needs I always go to Hard Wax and one of my most special places is the Zions Kirche steeple, which has an awesome view of the city and a great Weinerei close by. 


You can see me around betahaus. Online, you can always check out my website and listen to our public playlists on Spotify. We’re also currently working on a collaboration with betahaus, so a special Playlist curated by is will very soon sound around the spaces in Kreuzberg and Neukölln. 

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