Munich Startup: What motivated you to start your own business?
Julia RafschneiderI didn't have a master plan. More like an inner pressure that I couldn't ignore. At some point, it became clear: I didn't want to just watch, I wanted to be involved in building it. I grew up in a world where people accomplish a great deal without anyone really seeing it. That feeling still shapes me today. The energy transition doesn't happen in a white paper. It happens where people are out there every day, putting it into practice. That's precisely why the trades resonated with me so deeply.
For us at NuuEnergy, tradespeople are the real climate changemakers. They play a vital role in the energy transition. And that's precisely why they deserve good working conditions, modern structures, and genuine appreciation. Not because it sounds good, but because the energy transition simply can't work without them. That's why NuuEnergy: We work from the bottom up, building up regional specialist companies. And above all, an environment where people can say: "I matter here as a person, not just as a role." For me, empathy and the ability to implement ideas are not mutually exclusive. They belong together. That's the attitude on which I founded my company.
What starting a business does to you
Munich Startup: What would you have liked to know before starting your first business?
Julia RafschneiderThat founding a company changes you more than you expect. That you have to learn to stay grounded, even when everything around you is shaky. That you sometimes lead when you have the least strength. That you doubt yourself and still keep going. And that every conversation, every "no," every difficult week shapes you more than any success. It's not just about organization, KPIs, or processes, but about people and about yourself. A company doesn't happen overnight. You grow into it, sometimes stumbling, sometimes courageously, usually both at the same time.
Munich Startup: How is your company currently financed?
Julia RafschneiderWe are financed by impact-oriented business angels and early-stage investors from the energy and technology sectors. It was important to us to find partners who understand the realities of the energy transition and who share our long-term vision, rather than just focusing on rapid growth.
Ideas, tools and pitches
Munich Startup: When and where do you get your best ideas?
Julia RafschneiderI get my best ideas when I do two things: First, get close to the action. Walk alongside, listen, participate – perhaps on the construction site or in conversation with clients. Don't theorize, experience what it's really like. Second, then take a step back. Get out of the situation, go for a walk. Clear your head. It sounds simple, but it's invaluable: gather ideas as a team, then sort them out on your own.
Munich Startup: What are your 3 favorite work tools?
Julia Rafschneider1. Walks – my number one thinking tool. 2. Real conversations – with customers, users, and our team. 3. Coaching – to maintain direction. And practically speaking: Notion, Miro, and a notebook for things that don't fit into tools.
Julia Rafschneider: "Tell me why it's really important to you"
Munich Startup: Your top tip on pitching?
Julia RafschneiderTell us why it's truly important to you, not how you want it to sound. You don't just have to sell. You have to show why there's no other way. People don't invest in numbers, but in a "why" that endures even in difficult times. And also important: a "no" isn't a judgment. Often, it's simply not a good fit for both sides. And that's precisely what's valuable. Because you need partners who truly embrace your "why."
Munich Startup: Does this seem like a good time to start a business? Why?
Julia RafschneiderThere's never a perfect moment. But there are moments when you feel: "I can contribute something." We live in a phase where old structures are crumbling and new ones are emerging. Uncomfortable, but full of opportunities. And not everyone has to start their own business right away. Sometimes it all begins with shadowing founders and seeing how a company truly comes into being. At NuuEnergy, we're always looking for people with an entrepreneurial spirit. People who want to make a difference. Not when everything is perfect, but right now.
Munich Startup: Which technology or industry would you focus on for your next startup?
Julia RafschneiderAnything that strengthens local value creation. I believe that true innovation will become more regional again, whether in crafts, energy, or education. We need solutions that create access, not exclude. Technology is very important in this regard, but without the social aspect, it remains ineffective.
More bridges, more openness and more space
Munich Startup: From your perspective, what could be improved about Munich as a startup location?
Julia Rafschneider: Munich is strong in software, tech, and research, which is a major advantage. However, what still needs growth are spaces for startups that are closer to real-world application: spaces where technology meets everyday life, where people experiment, test, and learn what actually works. Many innovations we need for issues like the energy transition don't just emerge in the lab, but also in the workplace, on construction sites, or in real-world processes. There's still too little visibility, exchange, and support for these kinds of startups in Munich. More bridges between technology and application, greater openness to diverse professional backgrounds, and more opportunities for women in technical and skilled trades – that would significantly strengthen the ecosystem.
Munich Startup: Which founder would you like to meet in person? And what would you ask them?
Julia RafschneiderI admire not so much individual founders as people who build something real and later look back on their lives honestly. These can be entrepreneurs, but also craftspeople, artists, or people who have simply followed their own path. If I could meet someone, it would be someone who founded a company without being loud, but created something relevant. I would only ask one question: "Looking back, what was truly important to you, and what does your younger self wish you had known earlier?" Since founding my own company, I feel enormous respect for the generation before us. They didn't have coaching tools, networks, or sparring partners. They simply had life and the responsibility to somehow make it work. Every generation works with the tools it has, and that's when you realize how much they've carried.
