Dyemansion: With knowledge and focus to become a global market leader

Munich Startup: For those who don’t know you yet: Who are you and what does Dyemansion do?

Felix Ewald: We are Dyemansion and we develop Technologies for post-processing of industrial 3D-printed plastic parts. This enables our customers to turn the printed raw parts into high-quality products.

My co-founder Philipp (Kramer, editor's note.) and I have known each other for over 15 years and were determined to start our own company after graduating. After a roundabout route, we ended up doing what we do today.

How Dyemansion was strengthened by the crisis

Munich Startup: From the first dyeing experiments in the basement of my parents' house in 2013—do I remember the story correctly, Felix?—to a team of over 60 employees and offices in Planegg and Austin...

Felix Ewald: Yep, the story is true! We are now even 78 people, according to Personio.

Munich Startup: What were your three biggest challenges in recent years? How did you deal with them?

Felix Ewald: Phew, it's hard to say what the three biggest challenges were. The first few weeks of the coronavirus pandemic were certainly quite unpleasant. The funding round had just started, then orders stopped coming in, a coronavirus case immediately emerged in production, and suddenly everyone was working from home. That wasn't much fun.

We managed it through very open communication and because we are extremely fortunate to be surrounded by many capable people. Whether on the team, on the investor side, or through our partners, everyone helped us emerge from the crisis stronger!

The art of making the right decisions

Munich Startup: And what was your biggest learning from this?

Felix Ewald: The biggest learning and the only general tip I can give to everyone is to create a team around you with capable people with the right attitude.

In a startup, countless decisions are made every day. Many of them are certainly wrong. The great art is increasing the probability of making the right decisions. I think we're quite well positioned in this regard. And that helps you deal with any situation.

Munich Startup: In summer 2020, you successfully completed a 12 million euro Series B financing What advice would you give to other founders who have just completed a large financing round?

Felix Ewald: I believe that blanket tips are no longer really helpful once you have managed to raise Series B growth financing.

I wish those who have chosen the right investors.

“Be damn good at something”

Munich Startup: You operate in more than 30 countries and have over 600 customers, including large corporations. With your specialized offering, you're a global leader in your field. How does a startup become a global market leader? Or, more specifically: What advice do you have for other startups looking to grow quickly in a niche market?

Felix Ewald: Understand the niche. No one should know more about it than you do. And then: focus. In a niche like that, you see other opportunities all around. And customers will keep coming back to you, trying to get you to do other things. You should certainly look into that, but generally, it's better to be damn good at one thing than to do a little bit of everything. That leaves too much room for other competitors. They're guaranteed to come once it's clear you're successful.

“Customers forgive a lot if you are the only one”

Munich Startup: How did Dyemansion's internationalization process work? What pitfalls did you encounter along the way? Who did you seek help from?

Felix Ewald: To be honest, internationalization was never an issue for us. We simply shipped machines all over the world. That was pretty naive, and sometimes I'm surprised it didn't blow up in our faces. But it worked. Customers forgive a lot when you're the only one doing it and your products generate a lot of value.

If we had known back then what it takes to properly conduct international business, we probably wouldn't have facilities in many countries today.

So my tip for the early stages is probably: Just do it. And then quickly understand how to do it right afterwards.

The German Accelerator A huge help. We suddenly found ourselves in the US for three months—we had already delivered machines before, of course—surrounded by other startups and truly amazing mentors. We learned a tremendous amount—about international business and startups in general. I can truly recommend everyone to participate.

Munich Startup: In your opinion, what is the most important thing for sustainable and successful corporate development?

Felix Ewald: As mentioned before: Good people on the team. You can be the greatest and most intelligent person in the world. Ultimately, the team and the culture determine how successful your company will be.

Munich Startup: And what is currently at the top of your desk?

Felix Ewald: If that means my to-do list, then it's the preface to our Christmas present. If it's a physical object, then it's the Hoptimist. A figurine with a feather under its head. When I'm stressed, I tap its head, and it happily 'hops' up and down. That somehow calms me down.