Company sound & silence (sole proprietorship)

Founder: Annika List

Date of foundation: May 1, 2024

Industry and company: Health, wellness, stress management

What drives you? What is your motto?

"The quieter you become, the more you are able to hear." (Rumi)

What is your start-up about and what is special about it?

Sounds help to quiet the thoughts in our heads and calm us down. In silence, we can better perceive our own voice and connect with ourselves. The harmonizing sounds calm the nervous system; mindfulness and creativity are encouraged. I offer my sound journeys in urban areas to spread the word about relaxation in a low-threshold way.

What are your initial successes?

After just a few weeks on the market and without advertising in this area, I have already received 2 inquiries for corporate sound baths. In addition, 2 newspaper articles have already appeared and I'm receiving exciting inquiries and invitations because so many people see the value and potential of sound work.

What is your professional background?

I have been self-employed as a corporate photographer for almost 10 years and have also always worked very independently as an employee (TV journalist and PR & marketing consultant) and need a lot of creative freedom. In my self-employment, I was able to combine all the skills I had acquired.

What prompted you to set up your own company?

I used to have a very narrow career goal (TV journalist). When I realized that my nature didn't fit into this industry, I was initially very disoriented. My first self-employment actually developed out of a lack of alternatives and only turned out to be exactly the right thing in hindsight. My second self-employment was also founded out of a similar, supposedly weak motivation: it "just happened" - you could also say that the sound found me.

At the beginning of 2024, I attended a Sound Bath for the first time and was able to relax quickly and deeply for the first time. It was immediately clear to me that sound would be a part of my life from now on. The 1st singing bowls were ordered, workshops attended, brand name registered... it all developed very naturally but also very quickly.

Who advised you, who are your helpers and mentors?

I started my first business because my father told me at Christmas that I enjoyed filming and that I should offer video courses for young people on the AIDA. At the time, he knew me better than I knew myself and made a very valuable transfer for me. He himself, as well as my twin sister, friends and future colleagues, were a great support to me in terms of advice. I also got support very early on in my second self-employment in areas where others are much fitter and more experienced than me, but which are essential for my marketing.

How did you experience the first few days as a founder?

I felt very self-efficacious and proud that I was able to develop my second business so efficiently and quickly, as I had already developed all the skills for this in my first business and was able to use a corresponding network and contacts.

What was your biggest challenge and how did you overcome it?

As my business developed so quickly, the biggest hurdles for me were balancing my two companies and keeping myself in check and taking enough breaks.

How do you draw attention to your company? What is your best marketing idea?

Firstly, I think a clear and SEO-optimized website and a clear marketing focus are important. For private customer business, this is clearly Instagram. This is where I promote posts and events and create strategic collaborations.

How did you finance your start-up?

From reserves.

What dream would you still like to realize?

My vision with "sound & silence" is to establish sound baths as a permanent tool in stress management - both for individuals and in companies.

Please complete the following sentence: If I had more time, I would...

... take more breaks.

What is your special tip: What would you recommend to founders?

Follow the joy - you can't even imagine what will come of it. Of course, it's also important that the job suits you - not everyone is suitable for self-employment.