#AccessGERMANY For Swedish scaleups looking to enter the German market
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For Swedish scaleups looking #AccessGERMANY to enter the German market
Monday, 16th of August
Germany & the Germans
Morning Afternoon
9.00 – 9.10 12.30 – 13.15
Welcome to Germany! Bridging the Gap - How to deal
Ronja Koepke, Startup Sweden/Tillväxtverket with the German Business
Thomas Ryberg & Charlotte Roggenbuck, the Culture
Swedish Chamber of Commerce in Germany Die Lücke schließen - die deutsche
Geschäftskultur verstehen
9.10 – 9.30 Margret Dotter, Viking Communication
Presenting the Startups
13.15 – 13.30
9.30 – 10.00 Break
Re-inventing Lederhosen-Wonderland
Bianca Praetorius 13.30 – 14.15
Experiences in Germany
10.00 – 10.15 Daniel Paz
What’s the plan?
14.15 – 14.45
10.15 – 10.30 From Stockholm to Stuttgart in
Break 900 Seconds
Von Stockholm nach Stuttgart in 900
10.30 – 11.15 Sekunden
Fredrik Keerberg, Google
Germany in a nutshell
Deutschland - kurz & knackig
Christina Schön, Germany Trade & Invest 14.45 – 15.00
Break
11.15 – 11.25
Back to School: Deutschstunde 15.00
Zurück in die Schule: Deutschstunde Bavarian After Work
11.25 – 12.30
Break
Tuesday, 17th of August
Marketing
Morning 11.45 – 14.00
Break
9.00 – 9.15
Recap and Introduction of the day Afternoon
Back to School: Deutschstunde
Zurück in die Schule: Deutschstunde 14.00 – 15.00
Use your Swedish roots to grow
9.15 – 10.00 into a German plant
The baffling world of marketing Nutze deine schwedischen Wurzeln, um
Die rätselhafte Welt des Marketing eine deutsche Pflanze heranzuziehen
Alexander Hansen, Nordic Volt Michael Scharf, Parkster
10.00 – 10.15 Lessons learned:
Break Communications in Germany
Meike Ostwald, Klarna
10.15 – 11.00
Be Swedish but localize - creating 15.00
awareness in Germany What the hell is Grie Soß? Test
Schwedisch aber auch lokal - errege your knowledge about Germany!
Aufmerksamkeit in Deutschland
Sylvia Eberl, Mynewsdesk
11.00 – 11.15
Break
11.15 – 11.45
When sh*t hits the fan - how to handle
crisis and critical issues
Wenn die Kacke am Dampfen ist - wie man mit
Krisen und kritischen Momenten umgeht
Ingo Koch Greetings from Rhine-Main!
Wednesday, 18th of August
Partnerships & Investors
Morning 11.15 – 11.30
Break
9.15 – 9.30 11.30 – 12.00
Introduction of the day Partnerships with a large-scale
Half-time recap enterprise
Back to School: Deutschstunde Daniel Paz, Deutsche Bahn
Zurück in die Schule: Deutschstunde
12.00 – 12.30
9.30 – 10.00 VC culture in Germany
Sweden & Germany - an innovative Videesha Böckle
couple
Schweden und Detuschland – gemeinsam 12.30 – 12.45
innovativ
Per Thöresson, Ambassador of Sweden to
Q&A
Germany
Henrik Ågren, Second Secretary Swedish 12.45 – 13.00
Embassy Berlin Break
10.00 – 10.30 13.00 – 13.45
Digital Hubs & Startup scene in "Ick bin ein Berliner!” Lunch
Germany: Ready, set, go – it’s all break the Berlin way
here!
Auf die Plätze, fertig, los - alles ist bereit! Afternoon
Stefanie Burgdorff, Germany Trade & Invest
14.00 – 14.30
10.30 – 10.45 Digitalisierungswüste
Break Christoph Witt, ONE Business &
Technology
10.45 – 11.15
VC landscape & Big players 14.30 – 15.00
Leo Schmid, Speedinvest It's all about money!
Geld regiert die Welt!
Frank Kasch, Finanzierung Select
Thursday, 19th of August
Go to market & Sales
Morning 12.00 – 12.30
Break
9.15 – 9.30
Daily Kickoff
Back to School: Deutschstunde Afternoon
Zurück in die Schule: Deutschstunde
12.30 – 13.00
9.30 – 10.15 25 years of market entry -
Hard facts - this is what you need Challenges & Changes
to know 25 Jahre Markteintritt -
Harte Fakten - das musst du wissen Herausforderungen und Veränderungen
Asha-Maria Scharma, Christina Schön, Hans Jannö, Aros Tooling GmbH
Daniel Stephens, Germany Trade & Invest
13.00 – 13.30
10.15 – 10.30 If only I knew – lessons learned
Break session
Hätte ich das gewusst - lesson learned
10.30 – 11.00 Hannes Ahbe, Vässla
Get your team together
Bau dein Team auf 13.35 – 14.05
Rafael Hertz, kallan Getting a client to buy the future
Der Kunde ist König
11.00 – 11.15 Keven Lehmann, Parkster
Break
14.05 – 14.30
11.15 – 12.00 Q&A
How to tackle the Germans
Wie man mit den Deutschen fertig wird 14.45
Dimitris Tsakiris, Swe-De Export Karneval
Consultants
Greetings from Rhine-Ruhr!
Friday, 20th of August
Build your network
Morning
9.00 – 9.15
Back to School: Deutschstunde
Zurück in die Schule: Deutschstunde
9.15 – 9.45
"Your data won't leave the country“
Ihre Daten werden das Land nicht verlassen
Dr. Nils Gruske, kallan
9.45 – 10.00
Tech conferences
10.00 – 10.30
Welcome to your new friends and family
Business Sweden
Embassy of Sweden
Swedish Chamber of Commerce
10.30 – 11.00
Closing remarks & outlook
11.00
Ask anyone anything mixer
All participants including chamber members and speakers
Bianca Praetorius Speakers
Keynote
Margret Dotter Fredrik Keerberg
Director Head of Media Buying
Viking Communication Solutions
DoubleClick by Google
Bianca Praetorius is Startup Pitch Coach and Entrepreneurial
Activist. Margret’s passion for balancing Fredrik is an entrepreneurial spirit
between different management with strengths in leadership, sales
Since 2012 she has trained over 1900 Tech Startup Pitches for
cultures has resulted in a successful and digital transformation. After
Startups in Germany, Europe, Africa and the middle east. holding executive roles in
intercultural training business,
For Startup Bootcamp, Alchemist Accelerator, Plug&Play and which she has been running for Switzerland and the USA, he is
many more. more than 25 years. Her client list currently leading the Marketing
She co-founded two political innovative parties, ran for a seat includes Volkswagen, BASF and Platforms Team at Google in
at the European parliament in 2019 and is currently is building MAN-Scania truck merger. She has Germany. Curiosity and a healthy
Germanys first intrapreneurial climate- movement in the also been head of the Swedish disrespect for the impossible are
conservative political spectrum. section at the University of Fredrik´s main motivational drivers.
Bianca hosted the 3rd season of the award-winning Impact Heidelberg, as well as city A shared sense of purpose with a
councilor. Promoting German- great team gets him out of bed in
entrepreneurship documentary “Founders Valley” for DWtv.
Swedish cultural exchange, she is the morning.
She is a happy member of Rotary International and the
also longtime president of the
sandbox network and has a soft spot for trees, courageous German-Swedish Association in
politics and all-things-automation. Heidelberg.
bianca.praetorius@gmail.com m.dotter@inter-cultural-training.eu keerberg@gmail.com
Speakers
Stefanie Burgdorff Asha-Maria Sharma Christina Schön Daniel Stephens
Senior Manager of Digital & Senior Manager of Tax & Senior Manager of Finance &
Senior Manager for Trend &
Service Legal Incentives
Innovation Scouting
Germany Trade & Invest Germany Trade & Invest Germany Trade and Invest
Germany Trade & Invest
Christina is Senior Manager of Tax & Daniel is Senior Manager of Finance
Stefanie holds a Master’s degree in Asha is a Senior Manager of Digital
Legal at Germany Trade & Invest in and Incentives at Germany Trade &
International Economics and has & Service Industries at Germany
Berlin. She advises and assists Invest in Berlin. He advises and
been working for Germany Trade & Trade & Invest in Berlin. She
companies seeking to enter the assists foreign companies
Invest since 2009. In between, returned to GTAI’s headquarters
German market and to realize expanding to Germany on public
Stefanie was seconded to the after a three-year period
investment projects in Germany, incentive programs available to
Federal Foreign Office for a period successfully managing the agency’s
specializing in legal matters relevant assist investments. He has been
of two years. Since 2017, she is Mumbai office. Asha is now part of
to establishing businesses in with GTAI for eight years, having
working in the division Trend & the team Digital & Service Industries
Germany. Prior to her position at previously worked in England, the
Innovationscouting where she and assists international companies
GTAI she worked in the legal sector USA and South Africa. He holds an
supports the international in fields including AI and IoT to
in Germany and in Sweden. MBA in finance from the University
cooperation of startups with expand to Germany. Before joining
Christina, who is a trained lawyer, of Leicester and a BA in
established companies and other GTAI, she worked as an investment
studied international business law International Studies from the
players within the Digital Hub consultant for two of the German
at the University of Lund in Sweden University of Cape Town.
Initiative, developed by the Federal federal states.
and the Humboldt University of
Ministry of Economics and Energy.
Berlin.
stefanie.burgdorff@gtai.com asha-maria.sharma@gtai.com christina.schoen@gtai.com daniel.stephens@gtai.com
Speakers
Ingo A. Koch Meike Ostwald Alexander Hansen Sylvia Eberl
Managing Director Country Manager
Life-Coaching, Stress- Communication Specialist DACH
Nordic Volt Germany GmbH Mynewsdesk Germany
Management, Communication Klarna
Ingo A. Koch is an independent life Meike Ostwald is Communication Conceptual creative director in the Sylvia Eberl is an expert in digital
& business coach, trainer for stress Specialist for Germany, Austria and communications industry for over communication and content
prevention and expert in Switzerland at Klarna. Prior to the 20 years. Various job positions in marketing and has been the
communication. He has worked for position, she worked at Microsoft agencies like Jung von Matt, managing director of Mynewsdesk
around 30 years as a manager in Germany as Communications Springer & Jacoby, DDB, Scholz & Germany since 2015. She has 15
large companies, including as head Manager Digital Public Affairs Friends, Publicis or Volt Stockholm. years of journalistic experience and
of marketing and communications where she was responsible for Alexander regularly holds lectures is passionate about the challenges
at Bull AG, EPSON Germany, the digital communication at Microsoft for companies or the ADC Master and opportunities of data-driven
AXA Group and SCHUFA Holding. Berlin including areas such as Classes. He takes part in national and innovative communication and
Today he supports 1:1-Coachings, artificial intelligence, cybersecurity, and international award juries and is marketing strategies.
seminars and workshops for both data protection and corporate a member of the Art Directors Club
private people as well as teams and social responsibility. Meike Ostwald (ADC) Germany and the ADC of
executives of enterprises to studied in Lüneburg, Berlin, Rome Europe.
strengthen their stress resilience, and Shanghai.
develop new perspectives and clear
goals, in order to make them reality
with fresh energy and confidence.
coach@ingoakoch.de meike.ostwald@klarna.com alexander@volt.se sylvia.eberl@mynewsdesk.com
Speakers
Christoph Witt Frank Kasch Dimitris Tsakiris
Co-Founder Finance specialist Leo Schmid Business Owner
ONE Business & Technology Finanzierung Select Associate
SWE-DE Export Consultants
GmbH Speedinvest
Christoph Witt has been working as Frank has many years of experience After working with BMW in Beijing, More than 30 years of P&L
a management consultant for more within as BD and MD of live he traded in his sleep for Excel- experience in international sales.
than ten years. His area of expertise entertainment and change models during an investment Broad industry experience in B2B
is a holistic approach on digital management before switching to banking gig in automotive M&A. Sales & Marketing of technical
business transformation. the housing and finance sector. As Ultimately jumping into the venture products. Worked with or for
He has advised several international a real estate and housing finance industry, Leo experienced the German companies at C-level in
enterprises in different industry broker he is active for Germany. In intense period of an early-stage both Sweden and Germany.
sectors for several international Sweden he develops innovative Industrial-IoT startup first-hand, Currently guiding companies to
projects including Hungary, Mexico, finance products to enhance young supporting funding efforts and establish their sales in Germany and
Italy, France, and Germany. buyers' economic situation for building business development supporting export-minded
Moreover, he is working as a future real estate careers. processes from the ground up. With organizations.
university lecturer at the studying stints in Germany and Fluent in four languages and very
Technische Hochschule Ingolstadt California, Leo holds a Master of large cross-cultural experience.
(THI) for more than five years and is Science from RWTH Aachen
teaching bachelor and master University and is part of
students, executives of public Speedinvests Industrial Tech
administration as well as refugees investment team.
as part of foreign integration
programs.
christoph.witt@one-bt.de frank.kasch@finanzierung-select.de leo.schmid@speedinvest.com dimitris@swe-de.comSpeakers
Videesha Böckle Hans Jannö
Venture Partner, Europe Director
Daniel Paz Hannes Ahbe
Alpha Partners Digital Ventures Regional Director Germany
Aros Tooling GmbH
Deutsche Bahn Vässla
Videesha has over a decade of
work experience in the areas of Engineer in the automotive industry Daniel Paz works in the investment Hannes, German-Swedish
business/product development, and market entry consultant for team of the corporate venture Urgestein, already helped some
sales, corporate innovation and more than 25 years – Hans started capital arm of Deutsch Bahn. The Swedish companies within Banking,
venture capital. Before moving to his career within the automotive fund investments in various fields Fintech, and E-Mobilily expanding
Berlin she worked in several sector at ASEA Robotics, today ABB related to transportation from to the German market. Originally
companies including Lehman Automation. He then moved on to Mobility-as-a-Service, through IoT from Frankfurt, Hannes lives in
Brothers, Barclays Wealth and as the Swedish Trade Council, today and robotics to logistics. Prior to Stockholm since 10 years
an Associate for London-based Business Sweden, where he later joining DB, Daniel worked at AWS as back. Currently, he is based in
Venture Capital fund PROfounders worked as Swedish Trade the startups business development Berlin to execute the DACH go-to-
Capital and is currently the Commissioner. Hans is involved in manager in Germany. Daniel holds a market Strategy for Vässla
Venture Partner, Europe and various associations and with his B.Sc. in Life Sciences form the Micromobility.
Advisor for Alpha Partners, a NYC many years of market entry Hebrew university and an MBA from
based firm. She was awarded a experiences in Germany, he has an INSEAD Business School.
Digital Policy Fellowship to excellent network, not least as the
investigate pressing policy or longest serving board member of
regulatory issues for the the Swedish Chamber of Commerce
transatlantic digital economy by in Germany.
the German Marshall Fund of the
United States.
h.jannoe@aros-gmbh.com
h.jannoe@aros-gmbh.com Daniel.Paz@deutschebahn.com hannes.ahbe@vassla.com
videesha.boeckle@gmail.comSpeakers
Text
Rafael Hertz Dr. Nils Gruske Philipp Uhl
Rechtsanwalt, Partner Rechtsanwalt, Counsel Rechtsanwalt
kallan kallan kallan
Michael Scharf Keven Lehmann Rafael Hertz advises
CMO Nils Gruske is your expert Philipp Uhl is an expert in
Head of Sales German and international
Parkster GmbH for data protection, IT law, M&A transactions and
Parkster GmbH companies on all matters of intellectual property and corporate law and has
individual and collective marketing law at kallan. been working as a lawyer
Michael is a passionate digital Keven is passionate salesperson
employment law in With more than 10 years of since 2019. He has worked
native & expert in scale-up and and digitation expert and. He has
Germany. He has particular cross border business on multiple Venture-Capital
digital marketing managing since many years of sales expertise with
experience in employment- experience he provides transactions revolving
December 2020 the global selling parking machines, barrier
related litigation and in the you with a combination of around Start-up financing
marketing initiatives for Parkster. systems and access control
restructuring and clear advice and practical rounds also at the lawfirm
With more than 9 years of systems in a very traditional market:
reorganisation of solutions for your market kallan where he joined in
marketing experiences, Michael has Germany.
companies. In addition, he entry in Germany. 2020. Growing up in
a proofen track record in He believes that the future is now
provides German and Stockholm, Philipp has a
developing sustainable customer and that most pieces of hardware
international clients with strong focus on helping
growth while building data-driven can be replaced by a digital
specialist advice on German Swedish Start-ups with
brands that consumers love. He counterpart. Since working for
and EU data protection law. their market entry in
worked previously for international Parkster he is finally able to bring
brands & growth companies in digitalization to the traditional Germany.
leading roles: among these are german market.
DrSmile, Verti Insurance (part of
MAPFRE group) or Experteer.
michael.scharf@parkster.de Keven.Lehmann@Parkster.de rafael.hertz@kallan-legal.de nils.gruske@kallan-legal.de philipp.uhl@kallan-legal.deTeam Sweden
Monica Enqvist Henrik Ågren
Press Counsellor and Head of Second Secretary at Trade,
Thomas Ryberg Frederic Foerster Trade, Communication and Communication and Culture
President & Chairman of the Board Consultant Culture Department Department
Swedish Chamber of Commerce Business Sweden Per Thöresson Embassy of Sweden in Germany Embassy of Sweden in Germany
Ambassador of Sweden to Germany
Thomas Ryberg has been living in monica.enqvist@gov.se henrik.agren@gov.se
At Business Sweden Frederic Embassy of Sweden in Germany
German speaking countries since
Foerster has supported Swedish
1991.
Startups entering the German
Since 2001 he works as Consultant
market for the last three years. He
and Managing Director and offers
has helped several start-ups from
Europe-wide recruitment/head- The Embassy of Sweden in Berlin is Sweden's mission in Germany and
different industries, such as
hunting of executives and serves as the official link between Sweden and Germany. The Embassy
automotive, consumer tech, EdTech
specialists as well as personal and has 35 employees and is located in Tiergarten in Berlin together with
and many others, to set the right
organizational development for the other Nordic countries. Ambassador Per Thöresson, took up his
entry strategy, get in touch with
small/medium-sized businesses and post in March 2017. One key focus for the Embassy is to promote trade
German stakeholders and develop
large enterprises. and business relations with Germany, which has a special position as
their business
He is president and chairman of the Sweden’s largest trade partner. One of the departments at the
board at the Swedish Chamber of Embassy is focusing on Business & Trade promotion, Press &
Commerce in Germany since 2013. Communication, Swedish and Culture Promotion. When it comes to
business promotion, the Embassy works closely with other partners
within the Team Sweden in Germany.
president@schwedenkammer.de frederic.foerster@business-sweden.seJulian Lee Mikael Fraenkel John Lindén Linn Sidahl
CEO Chief Operating Officer CEO Head of Business Development
AIRMEE is the technology-powered logistics company EKKONO has developed a machine learning software that
that offers fast and flexible deliveries to end consumers. enables product companies in a variety of industries to
Optimizing routes also means less vehicles, helping cities rapidly build and deploy self-learning, predictive and
to face the challenges of congestion, pollution, and noise. personalized smart features onboard their products. This
provides a machine learning model that is both adaptive
and more precise.text text
Raiha Buchanan David Hansson Gustav Malmqvist Anders Hardebring Erik Tengedal Åke Wernelind
CEO & Co-Founder Co-Founder & CTO Co-Founder & Head CEO & Co-Founder VP Sales Business
of Strategic Business Development
Development
GIGAPAY helps gig and marketplace platforms with IMAGIMOB specialises in sensors and artificial
hassle-free pay out management for short-term gig intelligence. Their Imagimob AI system, developed for
worker salaries. The model takes care of taxes, Edge AI applications, enables small devices with
insurances, and pensions, to enable platform owners to intelligence and data processing capabilities to empower
manage task-based pay-outs in a simple and efficient both clients and customers with actionable insights in real
way. time.Mikael Larsson Tony Rush Axel Panning Jonas Wærn
CEO & Co-Founder International Sales Area Sales Director Business Executive,
Manager Central Europe Boardmember &
International Senior
Sales
With their SaaS platform, LEARNSTER transforms NEONODE provides advanced optical sensing solutions
corporate information into digestible learnings or dynamic for contactless touch, touch, gesture control and in-cabin
educational programs to be shared with employees, monitoring. To date, their technology has been deployed
customers, and clients. A next-gen learning platform that in more than 80 million products.
enables organizations to turn information into real
knowledge.Erik Engström Bennerhult Sarah Kok Mikael Abrahamsson Kajsa Arvidsson Magnus Brodén
CEO CMO COO & Co-Founder Group CEO Vice President,
Sales
With a cutting-edge digitised lending platform that SELIRO designs and develops software solutions for
delivers efficiency, speed and transparency for both smart connected homes, optimizing the performance of
lenders and borrowers, NÄKTERGAL aims to make the devices and enabling them to host third party
lending more efficient and straightforward for everyone. applications. This empowers operators and service
providers to make life easier for end consumers.Shameek Ghosh Marianne Uddman Anders Mårtensson Madeleine af Ugglas
CEO and Founder Business Head (Food) Vice President Business CMO
Development
Merging deep tech with transparency, TRUSTRACE VILJA provides cloud-native core banking platforms,
enables companies – primarily within the fashion and food covering the entire lifecycle of lending and savings
industries – to achieve greater traceability within their operations in one system. The result combines quick and
supply chain, maximising trust in products and easy launches of new revenue streams for banks, while
streamlining sustainability efforts. also ensuring the best banking experience for customers.Startup Sweden
About Startup Sweden
Startup Sweden was launched in 2016 as part of
the Swedish Agency for Economic and Regional
Growth (Tillväxtverket). The program provides
entrepreneur-centred support to Swedish
startups and scaleups from early stages to
international expansion, offering the knowledge,
network and tools to succeed.
Bootcamps and accelerator programs are offered
to early-stage companies in Sweden, and to
Swedish scaleups looking to expand to new
markets. In 2021, the international Access
Ronja Koepke programs are being run in the USA, UK, Germany
Project Manager
and the MENA region, in collaboration with
ronja.koepke@tillvaxtverket.se selected local partners.
The first phase offers a general introduction to
market specifics, while the later phases include
individualized meetings targeted according to
each company’s need and vision.The Swedish Chamber of Commerce in Germany About us The Swedish Chamber of Commerce in Germany is the natural platform for the Swedish-German business community. Founded in 1959 by Swedish companies, we have connected and promoted our members for more than 60 years. The Chamber offers its members a large network to find new contacts and business partners. With more than 80 events per year, we provide considerable networking and opportunities for professional contacts. Through the Member2Member program, the Chamber enables members to exchange products and services at discounted rates. Via our advisory groups, the Chamber members expertise in areas such as tax advice, HR-related questions and communication is shared within the network. The Chamber is furthermore a member of Team Sweden, an umbrella organization for Swedish authorities and institutions aiming to promote Swedish export.
Swedish Chamber of Commerce in Germany
Contact us
Helen Hoffmann Cajsa Tapper
Country Manager Junior Project Manager
hoffmann@schwedenkammer.de tapper@schwedenkammer.de
Charlotte Roggenbuck
Project Manager
roggenbuck@schwedenkammer.de
Anne Sonnentheil Carl Bergnell Anna-Louisa Lobergh
Assistant Trainee Assistant
sonnentheil@schwedenkammer.de bergnell@schwedenkammer.de lobergh@schwedenkammer.de#AccessGERMANY For Swedish scaleups looking to enter the German market
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