As one of the first startups “The Context” Mid-July 2015 in the new Media Lab Bayern moved into Munich. In the BLM incubator and co-working space, selected teams receive office space, coaching, access to other startups, media professionals, and all kinds of other support.
What is behind “The Context”?
Bernhard and Julia, the founders of Kontextlab GmbH, supported by web specialist and programmer Erich, want to offer their users a carefully prepared online background magazine. How did they come up with this idea? Every day, media users are exposed to a seemingly unmanageable flood of information. It's beyond question that it's difficult to understand the context and know all the necessary background information.
That's why "Der Kontext" focuses on a specific topic every month, such as the Greek crisis, and provides editorial coverage. To do so, it compiles diverse content and uses reliable sources: "We interview experts on the respective topics who know what they're talking about," explains Bernhard, "and supplement this with articles, facts, or relevant cultural contributions, such as a photo series of graffiti in Athens." There's no shortage of authenticity and professional expertise.
Users can actively participate in the topic selection process by favoring one of the editorial team's several suggestions and thus voting on what should be featured next. Readers can also send their suggestions to the Kontext editorial team via email, the feedback form, and social media channels.
Diving with “The Context”
The magazine's navigation is based on the structure of well-known navigation programs—programmer Erich specifically implemented the web concept for this purpose—so that users can delve deeper into the information network and embark on their own journey of discovery. Articles, videos, audio files, interviews, and much more serve as multimedia information carriers.
Full access to the magazine will likely be available via subscription. The first issues will be available to all those who are already on derkontext.com Registration will be free of charge. It is still unclear when the payment model will be introduced.
Julia developed the basic concept for "Der Kontext" back in 2009, albeit in a print version at the time. In 2010, she received awards such as the "European Newspaper Design Award" and a nomination for the "Bavarian State Prize."
“The coaching sessions have helped us enormously”
In the following years, the founders sought feedback from renowned journalists and publishers. The project received enthusiasm from many quarters. Motivated by the positive feedback, Julia and Bernhard applied for the EXIST scholarship, which they received in 2014. This guaranteed financial stability for a year, and also enabled the two to learn a great deal from other EXIST teams. Julia: "Especially because many teams had a completely different approach and specialized in different fields, they were able to give us their perspectives and provide us with very interesting feedback for our startup." The scholarship also offered the two founders a great deal of support and prepared them for business: "The coaching sessions were extremely helpful. Especially when it came to how we wanted to earn money, how to calculate correctly, how to even create a business plan, etc., we received truly excellent advice," says Bernhard.
Fresh off the EXIST scholarship, the next round of funding was seamlessly launched: Since July 2015, the Kontext team has been working in its new office in Media Lab Bayern, where, in addition to the space and financial support, they also receive advice on open questions. They're also in the excellent company of other creative minds working in neighboring offices. This allows them to exchange feedback at any time, creating valuable synergies.
"Der Kontext" is enjoying increasing popularity among users, but there's still room for improvement. The team is currently seeking a business angel to help launch the magazine, although the development and operation of "Der Kontext" is feasible within a small team. The founders are preferably looking for an angel investor with experience in the publishing world and digital publishing. Initial interest has already been received.
At the same time, the young startup is planning a crowdfunding campaign: "It's less about raising money, but more about gaining even greater awareness and winning the hearts and attention of the crowd. We want to expand our customer base, and if that works, then our team as well," Bernhard reveals. We wish them continued success and are very excited to see what happens next with "Der Kontext."
