Challenge

• Before joining as CPO, I had already worked with the founders and helped behind-the-scenes to successfully close a second seed round.

• As an early-stage start-up, VREEDA needed to focus on problem/solution fit, go-to-market approach, product/market fit - and validation of the business model.

• The technical platform had been delivered by a third-party, which meant internal resources for product design and development were very ‘bare bones’.

Solution

• I built up the product team internally (technology, UX and product design), while retaining the flexibility that an early-stage start-up needs.

• As VREEDA became a bigger and more sophisticated business, I initiated and managed a rebranding project to take the quality of product design (and overall communication) to the next level.

• The key to rapid growth is rapid learning, so I set up user research programmes for concept testing and smoke tests – delivered with a lean approach.

• I developed and maintained the product roadmap, focused on delivering a highly differentiated product to drive distribution and growth.

Learning & Impact

• We successfully launched the world’s first smart light with smart services, including a unique ‘football mode’ in co-operation with the German Bundesliga.

• Our strong product differentiation (and the awesome sales skills of our CEO!) secured us distribution with international retailers online and offline.

• We continuously strengthened our product/market fit, with insurers, retailers and manufacturers becoming part of the VREEDA ecosystem.

• As always, rapid ‘test and learn’ cycles are a critical success factor, especially for early-stage start-ups. We spent too much time working on a potential new product, when we should have run a smoke test as a very first step to quantify market demand.

Team

• My role was CPO, but in an early stage start-up everyone works closely together, so I was involved in many areas (including financial modeling and investor decks) - and many people helped to make the product successful.

• Especial recognition to tech lead Elmar Zeeb, product designer Maria Emilia Apolo  and UX lead Miguel Rodriguez.

• And none of this would have been possible without the incredible energy and vision of CEO Olaf Schindler, and very broad support from CFO Mario Göbel.