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!
