In an interview with Ralf Kastner, HM alumnus Stefan Hauser explains the concept behind his SCE-funded start-up BRAKEABLE:
Why did you decide to found a company?
I was highly dissatisfied with the way market research results were handled in large companies. If seemingly valid data is collected using qualitative or quantitative consumer research, the results are still heavily scrutinized if they do not correspond to the opinion of the decision-makers. We set out with the aim of improving the communication process between companies and consumers. Based on absolute transparency and comprehensibility.
What is the vision behind BRAKEABLE?
We want to slow down the fast-moving world of consumer goods. We support companies in choosing the right strategy for their products in the context of the circular economy. We also want to empower consumers to make responsible and sustainable decisions. We believe that this is the only way we can achieve a shift towards a circular economy. We want to help companies that offer durable products to sell them. The overall market for consumer goods will shrink as a result, but the individual companies that offer high-quality products will grow and benefit. An effect that we are already very familiar with from "Made in Germany" or "Stiftung Warentest".
What were the biggest challenges (and help) from the idea to the launch? How did you finance yourselves?
Right from the start, we concentrated on the bare essentials with our own financial resources. We believe that we can only achieve maximum agility until we have found the right fit between product and market. The entrepreneurial process is extremely complex. It involves constant weighing up and prioritizing. We have found our home at SCE, where we are supported by experienced coaches in the Accelerator program. We are also supported by the Munich Innovation Ecosystem with AI+Munich funding to take our vision one step further.
Who is BRAKEABLE's target group?
With our services, we support companies from the fast-moving consumer goods industry. The first sector we are targeting is the textile industry, as consumers here have already developed a strong awareness of sustainability and quality. For example, we will be giving a keynote speech on our topic at Berlin Fashion Week in February. Other potential markets include interior design, toys, jewelry and even automobiles.
What is the added value for companies?
Companies kill three birds with one stone. Firstly, they can establish an authentic interaction with consumers in the post-purchase phase and underpin their quality claim. The information collected can then be integrated back into the sales process in order to convey the topic of quality and longevity for the first time with an understandable vehicle. Ultimately, the aim is to improve products or business models and enable consumers to make better use of products.
What are the next steps?
We have great projects in the starting blocks with large companies that share our vision of long-lasting product use. In addition, we are diving into the world of product longevity from an academic perspective with several universities and, of course, HM. We want to underpin our expert status and lead the way with this vision. We are always on the lookout for partners who want to join us on this journey.
You can also find Ralf Kastner's interview with Stefan Hauser here.