The two founders first came up with the idea for their start-up at Christmas 2016. “My father asked us if we wanted to market Galloway cattle in Hamburg. His herd was becoming too big and there were not enough buyers”, Hinrich reports. That gave them food for thought. Both of them quickly realized: They did not want to devote all that effort to a one-off campaign. Therefore, they spontaneously asked other breeders if they had marketing problems as well. Their model for success? According to Lina and Hinrich, proper planning and motivation are the most important things when it comes to founding a company. “It was not our principal objective to become rich. This also means that you do not rip off your business partners or keep pressing them for the lowest prices.” The farmer and the butchers involved receive the most money from all the companies in the chain, followed by the founders themselves and their logistics specialist. “That was important to us from the outset.”
You have to stand fully behind your own idea and build up your business with a certain idealism.
Lina’s and Hinrich’s best tips for the successful foundation of a company:
Lina and Hinrich receive the eartag as well as information on the age, gender and pedigree of the animal from the farmer. Once the cattle has been marketed, it is taken to the butcher. It requires time to do a thing well: It takes at least two-and-a-half weeks until the meat is well hung. Then, the couple picks up the meat from the butcher and packs it. When it comes to the shipping carton, they also take care to live up to their sustainable philosophy. It consists of a straw insulation and cold packs filled with water. The meat packages are distributed throughout Germany via express delivery by their logistics partner with a Mercedes-Benz Sprinter. In this way, the vacuumed meat arrives in a cooled state. The customers can freeze the meat straight away so that it will last him for several weeks. “Our customers mostly come from households with two to five people and include all age groups.
A lot of hard work was involved in what seemed well-designed from start to finish and sounded like a perfect business idea. One obstacle was the foundation of a GmbH (limited liability corporation) and the process of finding a name. Even worse: In the beginning, Lina and Hinrich were unable to find a butcher with whom they wanted to cooperate. “This could have resulted in the failure of the entire project.” And what are the everyday challenges of a start-up? “You are always faced with new situations. Initially, there is neither regularity nor an established routine. This means you always have to be on your toes and mustn’t allow yourself to get stressed out. Besides, you have to be immune to the fact that for a while everybody will identify you exclusively with your start-up.”
Lina and Hinrich want to provide fresh ideas for the industry. “We want to reach all those who are tired of buying cheap meat and supporting giveaway prices.” They have committed themselves to fostering animal welfare. “The aim should be to establish more small-sized businesses rather than a few large ones.” It is planned to expand the product range: Soon there will be pork and poultry and the farm shop is due to be further expanded. Later, the product range on the internet will be widened and there is also supposed to be an online farm shop. Besides, EinStückLand will expand its business into different cities in Germany.