Foreword
As part of my “Introduction into Entrepreneurship” course at Tomorrow University (ToU), I was given the task of interviewing an entrepreneur and documenting his story and the lessons he learned along the way. This task presented an exciting opportunity to dive deeper into the world of the start-up scene and learn from the experiences of successful founders. When I thought about who I could interview, Johannes Braith immediately came to mind. Johannes is not only a well-known name in the start-up scene, but also someone I know personally from the past.
My decision to interview Johannes was based on my personal curiosity to learn more about the origins of Storebox and how he managed to develop the company from an idea into a highly successful business. I was fascinated by the way Storebox tackled the logistical challenges of modern urbanization and wanted to understand what strategies and mindsets accompanied Johannes along this journey.
When I contacted Johannes, he was immediately willing to take part in the interview, which made me very happy. His enthusiasm to share his story and his openness to talk about the ups and downs of his entrepreneurial journey made the conversation an extremely enriching experience. This interview not only offered me valuable insights into the founding and building of Storebox, but also into the principles and values that shape Johannes as an entrepreneur. It was inspiring to see how he has overcome challenges and the vision that drives him to shape the future of logistics sustainably.
Introduction
STOREBOX is an innovative company specializing in the provision of urban micro-hubs. These micro-hubs serve as logistical hubs within cities and offer various services in one location. The concept behind STOREBOX is based on using unused space in urban areas to make it accessible for logistical purposes. This includes self-storage solutions as well as other logistical services that meet the needs of the modern urban population.
STOREBOX’s vision is to shape the logistics of tomorrow. – We shape Logistics of tomorrow.
The company aims to create a new category in logistics by developing decentralized, urban micro-hubs that combine various logistics services.
One of STOREBOX's most outstanding achievements is being named Scale-up of the Year in Austria . This prestigious recognition recognizes the company for its impressive growth and innovative strength. STOREBOX has not only expanded the number of its locations quickly and efficiently, but has also revolutionized the way logistics is handled in urban areas. This award underlines the company's commitment to continuously grow while providing high-quality, customer-focused solutions. It is a testament to the hard work, strategic thinking and adaptability of the entire STOREBOX team.
In the following interview we learn more about the founding story, the biggest challenges and the visions of Johannes and his team. Enjoy reading!
Interview
Uwe: Today I have the pleasure of speaking with Johannes, a successful founder, who gives us a deep insight into his journey and the challenges of building his company. Johannes, thank you for taking the time.
Johannes: With pleasure, I am pleased to be here.
Uwe: Johannes, can you tell us why you decided to start your company and what the initial idea behind it was?
Johannes: Of course. The idea to start a company actually came from observing several megatrends such as urbanization, lack of space and the growing e-commerce. I worked in logistics and saw that these trends were not being addressed sufficiently. So I thought that there was a big challenge here and also an opportunity that could be monetized. That's how the idea for my company was born.
Uwe: That sounds like an exciting start. What was your professional career before you founded your company?
Johannes: I dropped out of school when I was 17 and didn't really know what I wanted to do. After a few attempts, including working in construction, I started an apprenticeship as a freight forwarder at Vienna Airport. After seven years there, I completed my high school diploma, got my bachelor's degree and then founded my company while I was studying for my master's degree.
Uwe: That's impressive. How did you come together as a founding team?
Johannes: That was actually an interesting story. We didn't even know each other at first. I had the idea for the company and asked my friends for programmers. That's how I met Ferdi - Ferdinat Dietrich Co-Founder - who helped me develop the concept. Shortly afterwards, Christoph - Christoph Sandraschitz Co-Founder - joined as a full-stack developer. Within a week we quit our jobs and threw ourselves into the adventure. It was a brave decision, but we were determined to create something great.Uwe: And you are now very successful, with over 350 locations.
Uwe: What was the biggest challenge along the way?
Johannes: The biggest challenge was definitely finding the product-market fit. It took over twelve months to develop the business model through constant pivoting and iteration. This phase was extremely exhausting, as you constantly invest and fail again and again until something finally works. We learned a lot, especially about the importance of remaining flexible and adapting quickly to new circumstances.
Uwe: What did you learn about yourself during this time?
Johannes: I've learned that I'm quite an extremist when it comes to work - I dedicate myself completely to my company. I've also learned how important it is to constantly question yourself and, if necessary, re-evaluate your own roles in the company in order to offer the greatest possible added value. It's important to put pride aside and always act in the interests of the company.
Uwe: What advice would you give to new founders who want to start their own company?
Johannes: Just start. It's easy to get lost in concept work, but it's important to get things done and get market feedback quickly. You have to stay flexible, adapt and be ready to work hard. Resilience is the key to success. Also, don't hesitate to seek help and advice from others. Networking is extremely important and can make all the difference.
Uwe: Is there something that you would never do again, something that you were initially convinced had to be done?
Johannes: Yes, when we expanded geographically, we thought we would have to set up a separate office with all departments in each new country. That was a wrong decision. It is important to use synergies and not duplicate everything everywhere. That cost us a lot of time and resources. I also learned to make decisions faster, especially when it comes to filling positions. It is important to have the right team on board and to make sure that everyone is in the role where they can add the most value.
Uwe: What do you think is the most important aspect to keep in mind when running a business?
Johannes: Transparency is key, both internally and externally. Honesty and clear communication are essential to building trust and ensuring long-term success. There is a lot of nonsense in the startup scene and it is important to call a spade a spade and be honest with yourself and others. It is also important to constantly learn and be open to change.
Uwe: The vision of STOREBOX – We shape logistics of tomorrow – is very big, which is what a vision should be per se, how did you come up with this?
Johannes: Our vision is to shape the logistics of tomorrow. We want to create a new category in logistics, namely urban micro-hubs, which combine various logistics services at one location. These hubs should function like logistics grocers/local suppliers in urban areas. Our goal is to become a pan-European player and market leader in this area. We want to make logistics as simple and accessible as possible for people and companies.
Uwe: That's an impressive vision. What are your current expansion plans?
Johannes: We are currently opening around five to ten new stores per month. Our goal is to be present in all major European cities in the next few years, making sure that we take local conditions and needs into account in each new market. It is an exciting time for us and we look forward to continuing to grow and realise our vision.
Uwe: What was the biggest lesson you learned in dealing with investors?
Johannes: Dealing with investors is an art in itself. One of the most important lessons was that transparency and clear communication are crucial. Investors need to have confidence in the management team and see that their investments are in good hands. It is also important to set realistic expectations and provide continuous updates. Investors are partners and this relationship should be based on mutual respect and trust.
Uwe: To conclude this really exciting interview, do you have any advice or tips you would give to future founders?
Johannes: Yes, another important point is that you can't do everything alone. It is crucial to build a strong team around you and delegate tasks. Trust in the team is essential. You should also always be open to feedback and be willing to develop further. And last but not least: don't be afraid of making mistakes. Mistakes are inevitable and a valuable source of learning.
Uwe: Thank you, Johannes, for this deep insight into your experiences and insights. It was really inspiring.
Johannes: Thank you very much, it was a pleasure.
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