#44 Effective go-to-market strategy with "Die Höhle der Löwen"

In this strategy interview, I talk to Jackie Leuer-Hingsen, co-founder of newma care - the first provider of hygiene and care products for modern moms after birth.

Jackie founded Cali Eats in 2017 - the first healthy food and bowl restaurant in Düsseldorf. After three very successful years, she ventured into the next start-up together with Cornelia Dingendorf and newma care saw the light of day. The idea for the company came from Jackie's own experience after giving birth: there are hardly any solutions on the market for "midwife" products. But it is precisely in the weeks following birth that mothers need to recover from the strain and injuries. With an all-in-one strategy, newma care offers solutions to the associated problems, which are the same all over the world. In the initial phase, taking part in Die Höhle der Löwen was part of the go-to-market strategy. Although no deal was made, the TV appearance proved to be a very effective marketing tool for newma care. The products are now available in the company's own webshop, in Müller drugstores, in pharmacies and partly on Amazon.

As a working mother, Jackie finds the balance between day-to-day operations, strategic work and family life by learning to focus as much as possible. She uses bursts of energy and creative moments and the division of labor with Cornelia allows her to manage the business well, especially as e-commerce brings a lot of flexibility. Talks are currently taking place with investors, as there is a need and the feedback from customers is very good. The next steps are to manage retail inquiries well, increase the marketing budget, expand the DACH region, add more products to the range and build up the team. All signs point to scaling. Looking back, Jackie says that she relied a lot on experience and gut feeling. The products were tested in soft launches on the market and quick decisions were made. The motto at newma care is: just do it, test small solutions to see what helps customers and go with the flow. Jackie gives founders the following advice: Just get started! Maybe on a small scale at first. It will soon become clear whether it works or not.