Growth Hacks, Sensational Pitch and Ups and Downs – with Tobias Rieker from Markt-Pilot

About this episode

When Jörg Binnenbrücker says he's seen the best pitch of his 20-year career, something special must be behind it. That very founder, Tobias Rieker from Markt-Pilot, shares in this episode how his team is digitalizing one of Germany's most conservative industries – and they've been doing it since the first Corona lockdown.

The Mission: Digitalizing Mechanical Engineering

Markt-Pilot has taken on a mammoth task: digitalizing German mechanical engineering. An industry that traditionally operates offline and views change with skepticism. Tobias Rieker and his team approach this problem systematically and manage to convince even established companies of their solution.

What makes it special is the timing: the company was founded on the day of the first lockdown in 2020 – a time many would have considered the worst possible moment to start a startup. Yet this period proved to be a catalyst for digitalizing traditional industries.

Why 2020 Was the Right Time

Despite the pandemic and associated uncertainties, Markt-Pilot had good prospects for success. The Corona crisis forced many companies to accelerate their digitalization processes. What would have taken years before suddenly had to be implemented in months.

The founders' boundless optimism played a crucial role. Instead of being discouraged by external circumstances, they saw opportunity in the crisis. This attitude helped them not only at the start but also in persevering through difficult times.

Challenges of a Conservative Industry

Digitalizing mechanical engineering means questioning and changing deeply rooted ways of working. Tobias explains what major challenges they had to overcome and what compromises were necessary to quickly test and iterate.

A decisive factor was the Corona pandemic itself: it acted as an accelerator for digitalization processes that would otherwise have taken years. Companies that were previously hesitant suddenly recognized the necessity of digital solutions.

Sales and Marketing: The Key to Success

Sales and marketing play a central role at Markt-Pilot. The team has developed specific strategies to reach and convince their target audience in a traditional industry. They rely on a mix of direct contact and digital channels.

The challenge lies in communicating complex technical solutions in a way that even traditionally-minded decision-makers understand the added value. This is where the team's industry experience pays off.

The Sensational Pitch: What Was Different?

What makes a pitch so exceptional that an experienced investor like Jörg Binnenbrücker calls it the best in 20 years? Tobias provides insights into the preparation and storyline of their pitch.

The art lies not just in presenting numbers and facts, but in how the story is told. A successful pitch connects vision with reality and makes it tangible for investors why this particular team can solve the problem.

Contrarian Views and Local Roots

Tobias also shares which topics he has contrarian opinions on and why. Also interesting is the team's decision to stay in their city instead of moving to Berlin – a conscious choice with its reasons.

Local roots can be an advantage, especially for B2B companies, as they're closer to their target audience and appear more authentic. Not every startup necessarily has to move to the capital to become successful.

Learnings for Other Founders

Important learnings can be derived from Markt-Pilot's experiences: the right time for founding isn't always the most obvious one. Sometimes crisis times offer the best opportunities, if you're willing to take the risk.

Success depends significantly on the founding team's attitude. Boundless optimism paired with realistic planning can lead to success even in difficult times. What's important is never losing sight of the vision, even when compromises become necessary.