Market Entry in Mexico<\/h1><\/div>Alxedo: A German Clean-Tech Startup in Mexico<\/h2><\/div>Alxedo is a German clean-tech startup that operates primarily in Mexico. Founded by Samuel Sellmann and Kai Werthmann in 2020, Alxedo is creating the world\u2019s first digital ecosystem for water. It took them three years to find their \u201cgolden path\u201d to success in the Mexican market. Read more in this success story.<\/p>\n<\/div><\/div><\/div>
![\"Alxedo](\"https:\/\/www.germancentre.com\/wp-content\/uploads\/2023\/08\/alxedo-founders.png\" "\\"Alxedo")
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>The Vision of a Plastic-Free World<\/h3><\/div>How the German startup Alxedo Developed Its Market Strategy<\/h4><\/div>While pursuing their graduate studies in business administration in London, Kai Werthmann and Samuel Sellmann developed a vision of a plastic-free world. The catalyst was a documentary released by the Gates Foundation about the enormous environmental problems caused by the use of plastic bottles. From their time in Asia and Latin America, both knew that easy access to clean water is a major challenge in those regions. Tap water is often contaminated or not reliably available. One day, while sitting in a small pizzeria in East London, they began to ponder the issue \u2014 and soon agreed: We want to offer people a convenient, accessible, and trustworthy alternative to bottled water.<\/p>\n
Nick Junge, Business Development Manager at the German Centre Mexico, met with co-founder and co-CEO Samuel Sellmann at the German Centre to learn more about the company\u2019s history and its business launch in Mexico.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Product Testing Under Real-World Conditions<\/h3><\/div>Showcase and test your innovations with us before launching them on the market<\/h5><\/div>For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Market-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Cost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Real user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div>![\"inforgraphic](\"https:\/\/www.germancentre.com\/wp-content\/uploads\/2023\/08\/Asset-2@8x-400x205.png\" "\\"inforgraphic")
<\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div><\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
![\"alxedo's](\"https:\/\/www.germancentre.com\/wp-content\/uploads\/2023\/08\/alxedos-journey-800x450.png\" "\\"alxedo’s")
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\nNeglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>![\"Alxedo](\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27740%27%20height%3D%27522%27%20viewBox%3D%270%200%20740%20522%27%3E%3Crect%20width%3D%27740%27%20height%3D%27522%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\")
<\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Go-to-Market in Mexico<\/h4><\/div>Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
Alxedo: A German Clean-Tech Startup in Mexico<\/h2><\/div>Alxedo is a German clean-tech startup that operates primarily in Mexico. Founded by Samuel Sellmann and Kai Werthmann in 2020, Alxedo is creating the world\u2019s first digital ecosystem for water. It took them three years to find their \u201cgolden path\u201d to success in the Mexican market. Read more in this success story.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>The Vision of a Plastic-Free World<\/h3><\/div>How the German startup Alxedo Developed Its Market Strategy<\/h4><\/div>While pursuing their graduate studies in business administration in London, Kai Werthmann and Samuel Sellmann developed a vision of a plastic-free world. The catalyst was a documentary released by the Gates Foundation about the enormous environmental problems caused by the use of plastic bottles. From their time in Asia and Latin America, both knew that easy access to clean water is a major challenge in those regions. Tap water is often contaminated or not reliably available. One day, while sitting in a small pizzeria in East London, they began to ponder the issue \u2014 and soon agreed: We want to offer people a convenient, accessible, and trustworthy alternative to bottled water.<\/p>\n
Nick Junge, Business Development Manager at the German Centre Mexico, met with co-founder and co-CEO Samuel Sellmann at the German Centre to learn more about the company\u2019s history and its business launch in Mexico.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Product Testing Under Real-World Conditions<\/h3><\/div>Showcase and test your innovations with us before launching them on the market<\/h5><\/div>For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Market-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Cost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Real user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div><\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div><\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\nNeglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Go-to-Market in Mexico<\/h4><\/div>Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
Alxedo is a German clean-tech startup that operates primarily in Mexico. Founded by Samuel Sellmann and Kai Werthmann in 2020, Alxedo is creating the world\u2019s first digital ecosystem for water. It took them three years to find their \u201cgolden path\u201d to success in the Mexican market. Read more in this success story.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>The Vision of a Plastic-Free World<\/h3><\/div>How the German startup Alxedo Developed Its Market Strategy<\/h4><\/div>While pursuing their graduate studies in business administration in London, Kai Werthmann and Samuel Sellmann developed a vision of a plastic-free world. The catalyst was a documentary released by the Gates Foundation about the enormous environmental problems caused by the use of plastic bottles. From their time in Asia and Latin America, both knew that easy access to clean water is a major challenge in those regions. Tap water is often contaminated or not reliably available. One day, while sitting in a small pizzeria in East London, they began to ponder the issue \u2014 and soon agreed: We want to offer people a convenient, accessible, and trustworthy alternative to bottled water.<\/p>\n
Nick Junge, Business Development Manager at the German Centre Mexico, met with co-founder and co-CEO Samuel Sellmann at the German Centre to learn more about the company\u2019s history and its business launch in Mexico.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Product Testing Under Real-World Conditions<\/h3><\/div>Showcase and test your innovations with us before launching them on the market<\/h5><\/div>For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Market-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Cost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Real user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div><\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div><\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\nNeglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Go-to-Market in Mexico<\/h4><\/div>Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
How the German startup Alxedo Developed Its Market Strategy<\/h4><\/div>While pursuing their graduate studies in business administration in London, Kai Werthmann and Samuel Sellmann developed a vision of a plastic-free world. The catalyst was a documentary released by the Gates Foundation about the enormous environmental problems caused by the use of plastic bottles. From their time in Asia and Latin America, both knew that easy access to clean water is a major challenge in those regions. Tap water is often contaminated or not reliably available. One day, while sitting in a small pizzeria in East London, they began to ponder the issue \u2014 and soon agreed: We want to offer people a convenient, accessible, and trustworthy alternative to bottled water.<\/p>\n
Nick Junge, Business Development Manager at the German Centre Mexico, met with co-founder and co-CEO Samuel Sellmann at the German Centre to learn more about the company\u2019s history and its business launch in Mexico.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Product Testing Under Real-World Conditions<\/h3><\/div>Showcase and test your innovations with us before launching them on the market<\/h5><\/div>For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Market-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Cost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Real user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div><\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div><\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\nNeglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Go-to-Market in Mexico<\/h4><\/div>Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
While pursuing their graduate studies in business administration in London, Kai Werthmann and Samuel Sellmann developed a vision of a plastic-free world. The catalyst was a documentary released by the Gates Foundation about the enormous environmental problems caused by the use of plastic bottles. From their time in Asia and Latin America, both knew that easy access to clean water is a major challenge in those regions. Tap water is often contaminated or not reliably available. One day, while sitting in a small pizzeria in East London, they began to ponder the issue \u2014 and soon agreed: We want to offer people a convenient, accessible, and trustworthy alternative to bottled water.<\/p>\n
Nick Junge, Business Development Manager at the German Centre Mexico, met with co-founder and co-CEO Samuel Sellmann at the German Centre to learn more about the company\u2019s history and its business launch in Mexico.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Product Testing Under Real-World Conditions<\/h3><\/div>Showcase and test your innovations with us before launching them on the market<\/h5><\/div>For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Market-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Cost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Real user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div><\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div><\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\nNeglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Go-to-Market in Mexico<\/h4><\/div>Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
Showcase and test your innovations with us before launching them on the market<\/h5><\/div>For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Market-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Cost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>\n
Real user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div><\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div><\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\nNeglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>Go-to-Market in Mexico<\/h4><\/div>Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
For over 20 years, the German Centre Mexico has been supporting companies in their business development in the Mexican market. In addition to providing flexible offices and workspaces, the business center also serves as a platform for networking and product exhibitions. Alxedo is one such company; they have installed their water purifiers in the German Centre Pantries. This not only gives them easy access to their target audience but also provides them with quick and direct user feedback.<\/p>\n<\/div>
- <\/i><\/span>\n
Product Soft Launch at the German Centre<\/p>\n<\/div><\/li>
- <\/i><\/span>
\nMarket-readiness tests under real-world conditions<\/p>\n<\/div><\/li>
- <\/i><\/span>
\nCost-Effective Access to the Test Market<\/p>\n<\/div><\/li>
- <\/i><\/span>
\nReal user feedback<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
Interview<\/h3><\/div><\/div><\/div>
Hi, Samuel. Thanks for meeting with me today. Let’s get right to it: Tell our readers about your innovative water purifier!<\/h4><\/div>
Hi Nick, thanks for the invitation. I\u2019d be happy to, of course. We\u2019ve developed a smart water purifier, our ALX1, that monitors water quality in real time via an intuitive mobile app. With our technology, households and businesses can be sure that their filtered tap water is safe to drink without having to constantly buy bottled water. Our latest product, ALXfizz, expands our lineup to include sparkling water and even sugar-free sodas. With our solutions, we provide easy access to clean drinking water while reducing the use of single-use plastic.<\/p>\n<\/div><\/div><\/div>
As you said, there are many regions where you could find a market for your smart water treatment technology. Why did you choose Mexico to start your company?<\/h4><\/div>
There are two main reasons why we decided to launch in Mexico: First, Mexico has the highest per capita consumption of bottled water in the world. Combined with other factors, such as solid economic growth, a growing middle class, and the ease of doing business here, we decided to launch in Mexico.<\/p>\n<\/div>
<\/div><\/span><\/div><\/div><\/div>And second, Kai has already lived in Mexico for a few years and is passionate about the country. Knowing the country, its structures, and its culture has helped us a lot, especially as we took our first steps here.<\/p>\n
We\u2019re the first sustainable brand for homemade beverages in Latin America \u2014 and that makes us a little proud.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>
You started your company’s journey three years ago. I’m pretty sure your experiences will be helpful to startups in a similar situation. Maybe you could share some insights into the ups and downs you’ve experienced?<\/h4><\/div>
Of course! Let me start with my most important piece of advice for anyone looking to start a business: Don’t assume your journey will be a straight line!<\/p>\n
During the development phase<\/strong> of our product, we basically only received feedback from close friends and family members, and we were convinced that our product would be absolutely fantastic and that the market would see it as groundbreaking.<\/p>\n<\/div>
<\/div>Dieses Gef\u00fchl eines “Pre-Market-Highs” ist relativ normal, da Sie so sehr in den Entwicklungsprozess investiert sind und nat\u00fcrlich nichts entwickeln w\u00fcrden, was Ihnen selbst nicht gef\u00e4llt.<\/p>\n
Aber als Entwickler ist man nat\u00fcrlich voreinagenommen und da kann es gef\u00e4hrlich werden. Man selbst ist nicht unbedingt der beste Repr\u00e4sentant des eigenen Zielmarktes und kann darum nicht einsch\u00e4tzen, ob der Markt mit dem gleichen Enthusiasmus reagieren wird. Der Hype und das Gef\u00fchl sind gro\u00dfartig, um Sie durch die Anlaufzeit am Anfang zu tragen, aber Sie sollten so schnell wie m\u00f6glich damit anfangen, gutes Feedback zu sammeln.<\/p>\n<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div>Then you started conducting market readiness tests. How did that go? What pitfalls did you run into?<\/h4><\/div>
During the market testing phase<\/strong>, we received the first real feedback on our product. It was very positive and promising. The only thing we neglected during that time was how to use the feedback and insights from our target market to develop an appropriate business strategy.<\/p>\n
Neglecting the key question of how to market our product led to a problem: although we had created a great product that was extremely well-received among our circle of friends, we didn\u2019t know how to reach our future customers. This problem cost us time and money, but we could have solved it if we had devoted more time to this question earlier on.<\/p>\n<\/div>
<\/div><\/div><\/div>But you finally did it \u2014 you found the right strategy for the market launch!<\/h4><\/div>
Yes, we’ve found the right direction: After wasting six months of time and money trying to figure out how to market our products, we’ve found our \u201cgolden path<\/strong>\u201d and realized that retail is the best way to sell our products. Fortunately, the trial-and-error phase wasn’t too long, and we bounced back quickly.<\/p>\n<\/div>
<\/div><\/div><\/div><\/div><\/div>By neglecting the key question of how to market our product, we ended up creating a great product that was very well received by our circle of friends, but we didn’t know how to reach our future customers.<\/p>\n<\/div>
Samuel Sellmann
\nCo-Founder and Co-CEO of Alxedo<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>The formal process of setting up a business abroad can be difficult and time-consuming. How did you go about this task?<\/h4><\/div>
When we formally incorporated Alxedo in Mexico, Kai and I weren\u2019t there and had no experience with Mexican corporate law<\/strong>. That\u2019s why we decided to start the process with the help of an international law, auditing, and consulting firm. I have to admit, though, that we weren\u2019t satisfied with the services provided by that firm. We hired them through a contact, but it was obvious that our case wasn\u2019t lucrative enough for them, so they didn\u2019t really put much effort into it.
\nAfter a few weeks, we decided to switch to a smaller, local service provider. With the new provider, we made progress twice as fast and with less effort.<\/p>\nFor foreigners, it\u2019s not advisable to try to do everything yourself if you don\u2019t have the necessary experience. But the big-name firms aren\u2019t necessarily the best choice, even if they\u2019re the most expensive. In hindsight, I would recommend that everyone tap into their personal network<\/strong> in Mexico and ask how they built their businesses and who they worked with. The German Centre and its network are also a good resource for finding service providers. That helped us a lot, but we had to learn it the hard way.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
Go-to-Market in Mexico<\/h4><\/div>
Starting a business in Mexico is an important step that requires careful preparation.<\/h5><\/div>
- <\/i><\/span>