When did you have the first idea for CLIP'N'SHADE?
The idea for CLIP'N'SHADE came to us in the summer of 2019. We both had the same problem with our flat being too hot: we couldn't sleep at night in these temperatures, and of course we didn't have suitable sun protection at home either. When we realised that we weren't the only ones suffering from this condition in summer, we started to think about it in more detail.
What made you decide to set up your own business with CLIP'N'SHADE?
We initially thought about it and spent a long time researching what we could do to combat the heat in our home. We bought fans and even tested air conditioning units, but nothing really convinced us. So we simply thought we had to solve the problem ourselves.
How does the CLIP'N'SHADE actually work?
The CLIP'N'SHADE works quite simply. The external sun shading reflects the heat directly back outwards, preventing the heat from entering your home through the window in the first place.
What was your goal during development?
To offer the customer a product that combines the advantages of internal sun shading (cost-effective and easy to install) with those of air conditioning (cooling). We wanted to design the sun shading in such a way that it would be affordable and easy to install, even for end customers with a small budget.
How did you divide up the tasks among yourselves?
That was the easiest thing for us: our professional backgrounds meant that the roles were clearly allocated from the outset. Richi took over marketing and sales, while Marco took care of technology and production. But that doesn't mean that each of us just stubbornly carries out the tasks in his or her area. As is usual in a start-up, we are both informed about all topics at all times and also attend all appointments together.
Did you have to do a lot of optimisation loops?
Sure, we can't even count them anymore. When it came to products in particular, we had to go through quite a few loops before we found the right solution. In particular, the many special features of construction, legal aspects and the wishes of our customers have challenged us time and again. However, we were able to test each of our development steps with simple prototyping directly with end customers. This kept regressions and the effort per development loop within limits. But of course there were also problems that set us back another month.
How did you test whether CLIP'N'SHADE works in practice?
On the one hand, we have always approached end customers directly with the product and installed test versions at friends and acquaintances. Secondly, we tested our sales concept in an extensive test market in summer 2020. To do this, we created a simple website with a configurator and simulated various marketing measures as if we already had a series product. This allowed us to test the technology and find the best marketing strategy for our product.
Who is CLIP'N'SHADE primarily intended for? How do you want to reach your target group?
CLIP'N'SHADE is primarily intended for tenants who don't have sun protection but are looking for a simple solution that can be ordered and installed quickly - and that won't get them into trouble with their landlord. As Germany is the No. 1 tenant nation, we have quite a large target group. We think we know our target group quite well, as we both belong to it ourselves. Nevertheless, we have analysed exactly who our potential buyers are so that we can address them in the best possible way. We will mainly use online channels for this - from Google to the most important social media to relevant forums. Of course, we also want to continuously improve our customer approach until we have found the most effective way.
Why did you decide in favour of direct sales?
We have designed the CLIP'N'SHADE in such a way that it is not necessary to involve a specialised dealer or craftsman. Distribution via intermediaries would mean that end customers would have to pay around 30 % more for the product. We want to avoid that. We use our own website with the simplest possible configurator to sell CLIP'N'SHADE. This also enables us to ensure that the customer receives their external roller blind within three days.
What are you particularly proud of about your product?
We have managed to optimally fulfil our customers' requirements. We offer them a product that meets their requirements exactly - no more, but also no less. Our product is very attractively priced, very environmentally friendly, is manufactured entirely in Germany and actually protects the home effectively against heat.
Do you have any plans to develop CLIP'N'SHADE further?
Yes, of course! We are currently offering CLIP'N'SHADE as a basic product in order to provide as many customers as possible with a suitable solution for the hot summer months. We definitely want to develop a simple and affordable solution for roof windows and have already built the first prototypes. It will probably be a few months before it is ready for the market, but the next summer is sure to come. After that, we also want to make CLIP'N'SHADE available as a premium version - with a motor, battery and smartphone control.
