Christoph Fahle
December 19, 2011

Startup Of The Week #21 FingerspitzenGEFÜHL

Ruud van der Weide is the founder of FingerSpitzenGefühl – an online marketing company that seeks to help Dutch e-commerce entrepreneurs expand their businesses into the German market. Based in Berlin, FSG uses the cultural similarities between the two countries as well as their mix of German and Dutch staff to ensure a successful relationship between Dutch e-commerce firms and German consumers.

Ruud van der Weide is the founder of FingerSpitzenGefühl – an online marketing company that seeks to help Dutch e-commerce entrepreneurs expand their businesses into the German market. Based in Berlin, FSG uses the cultural similarities between the two countries as well as their mix of German and Dutch staff to ensure a successful relationship between Dutch e-commerce firms and German consumers.

1. How did you come up with the idea of FingerSpitzenGefühl?

I was already living in Berlin when I came up with the idea, and was doing similar work for some contacts back in the Netherlands. They knew I was living in Germany, and they needed someone here to help them with tasks such as finding local contacts or optimising their advertising campaigns. I began to see that there was a demand for this kind of work.

2. You work to ensure the successful expansion of Dutch e-commerce firms into the German market. Why is this important, and how can either side – both Dutch entrepreneurs and German consumers – benefit from this specific relationship?

All the companies I work for are already relatively successful in the Netherlands, and they all wish to enter the German market. The German market is about five times the size of the Dutch market, so there is plenty of potential there. My customers realize that, in order to do that, they would need local expertise, which is what I offer, and that’s the people in my team. The freelancers I work with are all German, and they bring their expertise to the table. Online marketing has a lot to do with language and culture, and that’s why we work specifically with German people.

3. What are some of the challenges you’ve faced along the way as a young startup?

One of the things I find is that a lot of people tend to view expanding into Germany as something easier than it is, when it is, in fact, quite a big step to take. So I need to convince my customers that they really have to know what they are doing and develop a cross-border strategy. That is the biggest challenge. It’s not just about translating a website, but also really thinking about who you are, what you are selling, who your customers are, and so on.

4. Why did you choose betahaus as your base? What do you like about betahaus, and what do you feel could be improved?

I was working at home in the beginning, and what I didn’t like about that was that there was no clear border between my private life and my work. So I looked for a place where I could go and work, and I found betahaus. I was actually quite pleasantly surprised. What I really like about the environment here is that I feel like I have an office I can go to, and I’m surrounded by entrepreneurially-minded people who are all working. I feel like we are really going somewhere as a company - even though we are just three people and a bunch of freelancers, we have all the facilities of a large office, and we are surrounded by a lot of people. What I like the most is all the different kinds of expertise you can find in all the people who work here.

5. What kind of advice would you give those who wish to create their own startup?

Worry about your financial planning from day one! Mind you, it’s not all about making money, but it’s good to keep a close eye on costs and revenues in the beginning, because it’s too easy to burn money very quickly at first, and then fall short later on.

6. What can we expect from FingerSpitzenGefühl in the future?

We hope to grow to a point where we can have anywhere between 15 and 20 customers, which is our major goal right now. I would like to work with a dedicated team of about 10 people, and really try to be successful when working with the customers we bring to Germany.

Interview conducted by Deepa Sury

Claudius: Design is the core of what we do and what we’re all passionate about, but hardly our only focus. Design, at LAUDO, stands more for designing a whole strategy, often very close connected with marketing. We’re developing websites and apps for our clients, but also help them reach their target audience through SEO, Google ranking developing newsletter systems, print brochures etc.

Claudius: A lot of other companies are seeing themselves as a service provider and don’t really question what their client wants and why. We pay very close attention if the work we provide for a client is in line with our personal values and vision. It’s not just delivering a product to the client, getting the paycheck and leaving, but also building relationships with clients and collaborating. Because they are often our doors to new opportunities

We see LAUDO as an airport, where the clients are our gates to new guests, new perspectives and new potential clients. It happens all the time that whoever we’re working for, from there we get a new project, which wasn’t planned before. So we open up a new gate. That’s how we were able to grow and why good connection with our clients is so crucial for us.’

‘’We see LAUDO as an airport, where the clients are our gates to new guests, new perspectives and new potential clients. It happens all the time that whoever we’re working for, from there we get a new project, which wasn’t planned before. So we open up a new gate. That’s how we were able to grow and why good connection with our clients is so crucial for us.’’
Photos by Lea GK

Orietta: I think one thing that makes us stand out on the market and our number one strength is the team. We’re a small team and we all look in the same direction and have the same approach and vision. That makes the communication go smoothly.

Joey: Another thing is that we have a very hands-on approach. We are the guys, who say: ‘’Okay, let’s do it’’. That’s our culture.

Orietta: When we started looking for a place I was already involved in the betahaus community. Working from previous betahaus locations and attending the community events, I already knew a lot of people in the 'haus ...

Joey: Yes, I remember on the first day we came to betahaus Orietta was like ‘’Oh, hey! Hi! Hey, how are you doing? Hi!'' giving high-fives to everybody and we were like: What is going on, why does she know everybody?!

Orietta: Well, the vibe in betahaus is just super easy going. You directly feel that you can meet people easily. If you go to the kitchen for example and just ask ''Hey how are you, what are you working on?''. We made many new contacts too.

Claudius: What makes it nice here is that people are enjoying being here and working on their projects.

Photos by Lea GK

Claudius: The truth is, we could probably afford an office for the same price, but that would put us between these four walls, which put you into a box, much harder to exit and to connect with new people. We went for a Team Desk because here we have so much more space and everything seems much more connected. You can easily meet people.

Orietta: And it’s just so spacious here. We have this super nice garden.

Claudius: I like being focused on my work but I also like if someone disturbs me from time to time. It helps when the door opens. In an office we would work in a whole different way. Here Gillord (Coworking Manager) is coming in everyday, giving me a hug, telling me about his workout .. that’s the main reason - the personal connection.

The day in betahaus starts with a hug and ends with a hug. The time in between is pretty much spent on doing what you love.
Photos by Lea GK


After you’ve taken care of your paperwork and you’ve signed up both in Bürger- and Finanzamt, you are all set up to start working. One of the best ways to get integrated into the city fast, meet like-minded people, and even find clients is by working from a coworking space. There are tons of benefits for freelancers and luckily Berlin has a lot to offer in this way. A coworking space is a physically collaborative shared workspace, which brings all kinds of creatives and entrepreneurs together. It’s a perfect place for startups, freelancers, digital nomads and even corporates searching for innovation. And it’s the biggest advantage towards the typical office space is that it pushes a collaborative exchange between its members and facilitates the creative process and networking.

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