How to start up: The KoRo founders on growth, Pareto, and gut feeling

7 Business Tips from KoRo

21. Juli 2022

9 minutes reading time



Shopware /

Food /



KoRo Tip 1: Focus, don’t specialize

Every business model is different. There is not just one master plan for the right approach. At KoRo, we have learned some valuable lessons in our four years of operating that we would like to share with you. We’ll jump right in with the most important experience and put a big exclamation mark behind it for e-food founders – Concentrate on proof-of-concept and put the focus on your product or service. Outsource services and anything else not directly related to your product directly to outside companies. One of the best examples of this is to question whether it makes more sense to have your own warehouse or an outside warehouse to store and ship your products. Of course you can deal with logistics processes, but in the end, you run the risk of acquiring specialist know-how in logistics instead of in the actual product segment.

Our tip: As a founder, focus on the idea and then on marketing the product. You can outsource all other business processes or automate them with software. At KoRo, we have built on the strength of Xentral as an ERP system and a fulfillment service provider since the beginning. With this, we created time for ourselves to boost company growth and scale our product range – because that’s our job as founders.


KoRo Tip 2: Be bold, be authentic

Honestly, it’s not all about the marketing channel. Rather, you should ask yourself the question: “What does my customer want to see and hear?”

Here we advise you not to focus too early on target groups, their subdivision, and analysis. If you are just starting, you need to get to know your customers. So don’t limit yourself, don’t only work on assumptions, and avoid being too technical in your approach. Agencies also like to try to impose an over-engineered communication strategy on founders. We advise against this. Customers buy authenticity. Think carefully about what the USP of your idea or product is and how you can communicate this message authentically to the customer – across all communication channels. Trust yourself and be bold in your communication, be creative in your choice of medium. As a food company, we rely on multiple channels. Influencer relations, YouTube, Instagram, and podcasts – among others.


KoRo Tip 3: Know who the customer is

What’s the best way to get to know your customers? By knowing what’s on their mind. You’ll find out by taking a hard look at your customer service inbox. Work with your support team to figure out what questions your customers are asking, what’s on their minds, what topics they can’t find answers to, and – of course – what they love about your products.

Our tip: Customer service is essential and should therefore be run by the founders or managing directors themselves. For example, based on the evaluation of our customer inquiries, we have created FAQ areas that are very much appreciated by our customers today.

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The ultimate guide on E-commerce inventory management - Food business edition

Are you always able to deliver - even across all channels? This is crucial for your growth, because your customers often do not forgive delays. The good news: Xentral gives you the necessary overview and bundles all warehouse and article data in