Company: noneedformore sole proprietorship

Founder: Alina Jürgens

Date of foundation: July 1, 2023

Industry and company: E-commerce

What drives you? What is your motto?

The conviction that people are good at heart.

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

noneedformore is about creating joy in the little things while taking our planet and its inhabitants into account, with truly socially and environmentally responsible production from start to finish that is not just a "sustainable" advertising label, but with a sincere intention and dedication to doing it right.

Creating only things that are of the highest quality, that last a human lifetime, but then decompose back into their component parts and leave no waste behind.

Responsible use of resources that benefit local communities.

What are your first successes?

In fall 2023, we launched our yoga & meditation cushion made from 100% organic cotton. It is filled with organic lavender from Provence and organic spelt from an organic bakery near Dresden. It smells gently of lavender and has a 46% lower CO2 consumption and 91% lower drinking water consumption than conventional cotton.

Just being able to hold in your hands a product that you have developed yourself and that you stand behind wholeheartedly is a huge success.

What is your professional background?

After studying economics in Frankfurt am Main, I was drawn to other European countries. Here I was able to support the international expansion of a major sportswear brand in the UK in the area of commercial finance and learn from the best of the best in e-commerce.

What prompted you to set up your own company?

At some point, my values and those of the company I was working for no longer matched.

I no longer wanted to contribute to the distribution of plastic in horrendous quantities, I no longer wanted to be part of the machinery that promotes uncontrolled consumption, puts profit above sustainability and operates at the expense of our planet and people.

That's why I decided to show that there is another way: noneedformore really is what it says on the tin - good for you, the people who worked on it & sustainable resource management for less waste & high quality that lasts forever.

Who advised you, who are your helpers and mentors?

My partner, my family - the usual suspects. However, and I would particularly like to emphasize this, also former colleagues with whom I worked closely. They have been the best cheerleaders, supporting and encouraging me to go my own way. I am deeply grateful to them for that.

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

The day I walked through the marketplace with my business registration in my hand and a big grin on my face was moving.

Is it starting now? It feels like going to the airport on a big journey that you set off on (alone at first), but which you know right from the start that you won't forget for the rest of your life, although I was immediately faced with bureaucratic hurdles - the two-month wait for a tax number will never be forgotten. In the end, this meant that I was allowed to act with a 2-month delay - so it's best to apply well in advance.

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

One thing I didn't expect was how my own doubts could be the biggest hurdle. The feeling that my own company wasn't yet 'big enough' or 'good enough' to play along put me off approaching cooperation partners at the beginning.

Spoiler: In the end, more people said 'yes' than 'no' and numerous wonderful collaborations came out of it, all from people who share my values.

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

It's a love-hate relationship - but most of the attention comes from social media, especially Instagram and Tiktok. P.S. Do follow @noneedformore on Instagram if you've read this far.Joking aside, local collaborations with Wiesbaden yoga studios and nationally especially with yoga retreat locations have helped a lot.

Local networks should also not be neglected, for example the "Gründer:innen-Frühstück" from Heimathafen.

How did you finance your start-up?

The start-up grant from the Federal Employment Agency was a very good additional support, which I can highly recommend.

What dream would you still like to realize?

My bucket list includes hiking through the rice terraces in Vietnam.

My big dream is to be able to support educational projects worldwide with the help of noneedformore.

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

I think I have enough time. When I do, I sometimes lack the energy. And when I need to recharge my batteries, it helps to do exactly what noneedformore was created for: take a break at the right time and draw energy and joy from the little moments. And yes, lavender-scented yoga cushions help too.

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

The world could do with more people doing something they stand for.

If you have an idea, go for it - you don't have to reinvent the wheel to get started.

But also: Listen twice as much as you speak. Asking for help and asking for feedback has not only helped me in business, but also as a person.