Andreas Schroeter has his first trial by fire behind him. The founder of wywy, a Munich-based start-up company that helps advertisers bridge TV and online markets, came to New York recently for a mentoring program to learn from the U.S. market. And his mentors did not go easy on him.
“One gave me such a grilling, I simply didn’t know what to say anymore,” said Mr. Schroeter, who is hoping to improve the company’s “Second Screen” service for TV and online ads.
But he’s not shying away from the experience.
Although the German start-up scene is growing, it is far from American professionalism. Now an initiative by the German economy ministry and by companies like Deloitte, Volkswagen and Allianz regularly brings German start-up founders to New York, San Francisco or Silicon Valley – for inspiration, networking and to toughen them up. The program is called “German Accelerator” and has been bringing start-ups to the United States for three years.