Munich Startup: Verena, K5 is an established e-commerce trade show, a “summit of the digital retail scene” as you call it yourselves. You’re very committed to the retail startup scene and award your own prize at K5, where Munich startups can also apply. From what point would you recommend a startup to take the step toward their own trade show booth?
Verena Schlüpmann, trade show director of e-commerce fair K5: I believe a trade show can be a real accelerator for a startup, provided you go there with a clear goal.
When your product is ready, your target audience is defined, and you’re prepared to actively conduct conversations, then the right time has come. A trade show offers the opportunity to meet people in two days for whom you would otherwise need months, whether they are potential customers, partners, investors, or media.
My tip would still be: visit the trade show first as a participant. Get to know the environment, make initial contacts, and observe how other exhibitors present themselves. Next time, you can come with a clear plan and your own booth and utilize the potential much better.
Munich Startup: Rather small and focused or go all out? Is there a universal formula?
Verena Schlüpmann: There is no universal formula. For many startups, a smaller, very focused event at the beginning is often a good entry point. There, attention is higher and conversations are often more intensive.
A large trade show like K5 pays off when your target audience is really there, your product fits, and you actively use your time on site. If you think a beautiful trade show booth alone will bring customers, you’ll usually be disappointed. However, if you use the trade show as a platform for dozens of prepared conversations, you can achieve an incredible amount in two days.
“Don’t sell immediately.”
Munich Startup: What’s your top tip for startups on networking at trade shows?
Verena Schlüpmann: The biggest mistake is waiting for someone to come to your booth.
The most successful founders I see at K5 are always on the move. They have scheduled appointments before the fair, attend lectures, approach people, and use every break for conversations. Use all available networking formats.
And one more thing: don’t sell immediately.
Be curious. Ask questions. Take an interest in the other person. Good business relationships almost always start with a good conversation, not by immediately launching into your product pitch.
Munich Startup: Many young e-commerce startups struggle to stand out. What do you observe about startups that stand out particularly positively at K5?
Verena Schlüpmann: To be honest: the startups that stay with me are rarely the ones with the biggest booth or the loudest presence. It’s the people behind them.
I can immediately tell when founders truly are passionate about their idea. When they don’t just present their product, but can tell why they’re doing it, what problem they’re solving, and why it matters to them. And they come prepared. They know exactly who they want to meet, listen well, and make intensive use of the two days. A trade show is not a place where you wait to be discovered. It’s a platform where you have to take action yourself.
My advice would be: be authentic. Don’t try to appear bigger than you are. Be clear in your message and open in conversation. People remember genuine encounters much more often than the most beautiful trade show booth. In the end, it’s not logos that do business, it’s people with people.
And use formats like our startup pitch on stage. That immediately reaches far more people.
Give first, then take
Munich Startup: What three steps do you recommend for meaningful follow-up?
Verena Schlüpmann: I wouldn’t even try to stay in touch with everyone. No one manages that anyway. And as a startup, your own resources are very limited. Instead, select the people you thought during the trade show: I really want to stay in touch with this person.
Then reach out promptly, ideally within a few days, and make a concrete suggestion for the next step. But here too, first build the relationship further and don’t immediately go in with the offer.
And one more thing I’ve learned over the years: give something first before you expect something. Maybe you can make an introduction, forward an article, or share an idea. That’s exactly how relationships develop that often last much longer than a single deal.
Munich Startup: Imagine your child founds a startup in the e-commerce sector. What would be your spontaneous first piece of advice?
Verena Schlüpmann: Don’t fall in love with your idea. Fall in love with your customers’ problem.
Many founders invest months or years in a solution before they even know if anyone needs it. Talk to customers early. Get honest feedback. And don’t be afraid to adjust your idea. The best companies rarely emerge according to the original plan.
And perhaps something personal: find people who are further along than you are. Over the last twelve years, I’ve learned how incredibly much you can learn through exchange with other entrepreneurs. No one has to go the journey alone.
Thank you for the interview.
