Category: Make It Lean Contest

Interview with Cabin Experience about the Make It Lean Contest

Cabin Experience won first prize at the Make It Lean Contest 2019 with the idea of creating a new, more sustainable form of vacation in harmony with nature. To this end, the team developed a digital platform that connects three key players:
1) Buyers and/or co-owners find their perfect tiny house along with an opportunity to finance their cabins through rentals, 2) landowners in nature-adjacent, less developed areas find a way to generate additional income by hosting such cabins, and 3) vacationers find an individual travel experience far from civilization and mass tourism. We spoke with Javier Sanjurjo (JS) about the development of their company at Startup Incubator Berlin (SIB):

SIB: How and when did you come together as a startup team, and how did you arrive at your idea?

JS: We first met privately at a friend’s wedding, and even then we noticed that the chemistry between us was right. From there, the idea of founding a startup together emerged. We both already had experience at large companies and wanted to build something of our own. And in the course of many subsequent conversations, we discovered our shared passion for ecologically meaningful tourism, and our idea developed quite naturally from there.

SIB: How did you find out about Startup Incubator Berlin and the Make It Lean Contest?

JS: We got to know the SIB while still searching for our startup idea, back then at the previous location in Schöneberg. We attended events there such as UX testing and realized it could be a great environment for us. When the Make It Lean Contest was announced there again, it seemed like the perfect way to put our idea out there without taking a big risk.

SIB: What ultimately tipped the scales toward actually participating?

JS: We felt that at that point we could use a little external pressure to finally bring out and make visible all the ideas in our heads. Most importantly: How would we tell our story, how do we want to present ourselves, how do we interact with our customers? Of course, we were also motivated by the fact that we would receive plenty of great support through the workshops at the SIB.

SIB: And how did you specifically prepare?

JS: Oh, it really was like a full-time job! We did so many things: our own user interviews within our circle of friends, gathered lots of feedback, revised everything again and again. Really very hands-on, following the Lean method: Build, Measure, Learn, and that in many, many cycles.

SIB: And what role did your video play in all of this?

JS: That’s probably where we invested the most time in the end! The workshop on it was really super helpful, and then we dove in really deep for 3 weeks: We sourced images and video material from public databases, then took care of the editing and sound ourselves. But all the work was well worth it!

SIB: The video turned out so well that you received over 25% of all votes in the voting?

JS: (laughing) Of course! No, we also put a lot of effort into the voting phase: We made targeted, regular posts on Facebook, LinkedIn and Instagram pointing to the public vote. We also made “cold calls” to multipliers, associations, tour operators, etc. In addition, we specifically approached journalists and got interviews on radio and television, including in Spain and France, where my partner Charles and I are from. When I was on flights, I simply approached fellow travelers directly in the boarding area. So we ended up with many fans and votes from all over the world!

SIB: And after winning the contest, how did things continue?

JS: As I mentioned, we already knew Startup Incubator Berlin beforehand, and we had of course planned to be accepted into their support programs. Things then really unfolded by the book: We first joined the Startup Now program and then successfully applied for the Berlin Startup Scholarship.

SIB: Speaking of “by the book”, was the Lean Startup method (after author Eric Ries) truly meaningful to you, or is it just a nice theory?

JS: We both already knew the method before working together at Cabin Experience. So it came quite naturally for us to revisit the Lean Canvas over and over again. We have gone through several further developments and realignments, and for that, a structured tool like this is absolutely useful for achieving shared clarity about the path ahead.

SIB: What were the best and the most difficult moments in your journey at Startup Incubator Berlin?

JS: Of course, it was very difficult for us that we launched Cabin Experience right into the middle of the Corona crisis. Tourism came to a global standstill, and even the world’s largest travel trade fair in Berlin was cancelled. There was and still is great uncertainty, and the rules of the game in this market are changing massively. Our important collaboration with partners in other European countries became extremely difficult due to travel restrictions. But in the medium and long term, our idea of sustainable, individual tourism in nature will become even more attractive as a result of such a crisis. The truly best part of our time on-site at the SIB was the wonderful collaboration with the other startups. There was no competition. Everyone supported each other and willingly shared their experiences.

SIB: And where do you stand today, about a year after winning the Make It Lean Contest?

JS: We have just launched our new website, which clearly explains our benefits for all parties involved (cabin owners, landowners, and travelers). Our new products are aimed primarily at people with a garden or plot of land who are looking for an extra space to work or relax in nature. The models are even more minimalist than traditional tiny houses, but more affordable and very easy to assemble (some of the models can even be self-assembled). For all models we offer a base product with options that can be added on. Unlike larger tiny houses, they are also quick to produce and therefore available within a few weeks. So we have a product on the market that works and with which we can expect to make money. We can hardly believe it ourselves!

SIB: We always believed in you, and we wish you continued success!

An interview with Easy Cook Asia

EasyCookAsia won 1st prize at the Make It Lean Contest in 2018 with their idea to deliver Asian meal kits containing pre-prepped ingredients and recipes, combined with interesting food stories. They had found that customers were often confused about what to buy at the Asian supermarket and how to prepare Asian foods at home, so they provide a satisfying and fun way to discover the diverse Asian cuisine. The team then joined the Startup Now program for early startups, and in the following year, they successfully applied for the Berlin Startup Scholarship which secured funding to launch their concept in the market.
We talked to co-founder Minchul Lee (ML) about their journey at the Startup Incubator Berlin (SIB).

SIB: When and how did you meet as a startup team, and when did you first think about your business idea?

ML: When I was a student at the Berlin School of Economics and Law, I attended an Entrepreneurship class where I was introduced to the Lean Startup Method. I was especially impressed with the motto “Done is better than perfect”. Then, a classmate and I decided to set up our own company after completing our MBA.

SIB: How did you hear about the Make It Lean Contest and Startup Incubator Berlin in the first place?

ML: At the school building, I saw a poster advertising the contest. And even though the poster was in German and I didn’t understand all of it, the term “Make It Lean” really struck me, so I thought we should give it a shot.

SIB: What gave you the decisive kick to participate?

ML: It seemed like a good way to really work on our idea, to put the theory into something real and apply the Lean Method. Sure, the chance to win money was nice, but it was not our main motivation. Even if we wouldn’t win, we would have still taken a big step forward with our business idea.

SIB: How did you prepare for your contest entry?

ML: We had tried a crowdfunding for our startup earlier, which wasn’t very successful. But we learned a lot from our mistakes there. And then, we joined the Lean Workshop Series, where we could really develop our own business. That was a key step, but also the Pitch Video Workshop helped us a great deal.

SIB: How much time and money did you invest in your video?

The first big positive surprise was when the coach told us we could produce everything with our smartphone, so it would be really low-budget. And yes, we started out spending quite some time: I think it took us three hours to get the first minute of the video produced. But then we got faster: The second minute took us only two hours, and the third minute was done in one hour, roughly speaking.

SIB: What did you do to boost the voting for your video?

ML: Of course, we contacted all our friends, family, neighbours, schoolmates and asked them to again contact people they knew. That’s obvious. But we also produced flyers, and we held cooking events at the university that we published over Social Media. I think those offline activities really helped us a great deal.

SIB: What is the single most important advice you would want to give any new contestant?

ML: As I said: “Done is better than perfect”, just try something and act like you’ve got nothing to lose. In fact, you can only gain from the experience, learn from mistakes, adapt and get better in every step.

SIB: During your journey at SIB, following your win in the Make It Lean Contest, what were some key moments (positive or difficult) you would want to share?

ML: Starting with the positive, the best experience was the community at SIB with the chance to learn from others who went through similar experiences, and to see that we were not alone with our challenges. Even though each challenge is unique, like ours with many legal regulations in the food business. Some of the toughest times came when we collected feedback for our first prototype products. Germans have this reputation for being honest (laughs), and wow, the responses we got were often brutally honest, even hurtful! But we respected that, it motivated us to improve our product, and we got even better than we previously thought possible.

SIB: Where do you stand with your business today, and what will be the next big news we’ll hear from you?

ML: We officially launched our deliveries in January 2020, and so we were hit by the effects of the COVID-19 pandemic very early in our development. First, we were not sure how this would affect us, but it turned out that we could benefit as more and more people turned to home cooking. And as we always aim to deliver a bit of cultural storytelling along with our food ingredients, we feel we provide a “travel at home” experience that many customers value these days. Our satisfaction ratings have been going up steadily, and we have consolidated our business to a degree that securing outside investment to support our growth will be the next logical step.

SIB: Thanks for your time, and all the best for your journey onward!