Christoph Fahle
December 10, 2012

Eisenhower

Eisenhower is a task management solution based on the proven Eisenhower matrix.

What is Eisenhower and how did you come up with the idea?

Eisenhower is a task management solution based on the proven Eisenhower matrix, a time management principle by former US president Dwight D. Eisenhower.

The Eisenhower matrix helps you to prioritize both your business and personal tasks by urgency and importance, sorting out less urgent and important tasks which you should rather delegate or do not do at all. So in a way, this system helps people to figure out what they should be doing first, later and rather not themselves or ever at all.

We currently provide you with a suite of software applications and tools that enable you to focus and work on your most important tasks. To help you to prioritize and plan at anytime, EISENHOWER is currently available for iPhone, as a free web app and in the form of paper notepads you can order online.

Eisenhower is the first spin-off out of our mobile application factory Rheinfabrik, offering software development services while also serving as a playground for our own app ideas. My co-founder Tim and I started working on this project just after a time management training we had late last year—realizing that there was indeed no decent app available on the App Store that was incorporating the proven Eisenhower matrix task management principle.

Why did you decide to participate in the hub:raum program (which is taking place at betahaus)?

We have been applying to the no-equity hub:raum Accelerator through our participation at the HY Berlin startup competiton. The chance to get mentorship from experienced entrepreneurs like Jörg Rheinboldt, Niko Waesche and many, many others was a huge benefit we were striving for—aside from enjoying to co-work in the betahaus and meeting all kinds of interesting people from the startup scene right here in Berlin, far off from our home base Düsseldorf.

How does the coworking environment affect you?

In my opinion, all hub:raum participants have already started catching up bits and pieces here and there while very much learning from each other. For example out of spontaneous discussions around mobile app development and marketing we are now planning a recurring session on that topioc every week to dive deeper into all tips and tricks we could share between the startups.

What are the main challenges you faced so far?

Surely betahaus also includes a work environment that in itself grows and transforms every day, so within our first days some construction work on the first floor was still going on. But this had been completed after only a few days, now leaving us with a much quieter, productive working atmosphere. Christoph is now even working on getting us a fridge up here—I guess hereafter we are all pretty much settled and (if not already) super-happy with the joint efforts betahaus and hub:raum are putting into this place and program from day one and onwards.

What are your future goals?

We are planning to continue fine-tuning both our existing clients as well as building a solid foundation for making EISENHOWER available on the iPad and as a native Mac OS X application next year. Hereafter we might look into setting foot on the Android platform and in more desktop application markets. Aside from our core consumer business, we are currently working together with our first three corporate clients on rolling out EISENHOWER notepads as office supplies for their employees' benefits, accompanied by an introductory time management training for everyone interested.

Alessandro Vercesi took the interview.

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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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