Deep-Diving in Berlin’s Startup Scene with Soft Landing

Tricia Levasseur
Mar 28, 2018 · 7 min read
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European Startup Leaders Convene to Build Bridges in Berlin:

I’m going to share a pretty cool little secret with startup fans — it’s called ‘Soft Landing’ and its a new initiative funded by the European Union’s Horizon 2020 research and innovation program and its on a mission to give you the opportunity to immerse yourself in other startup ecosystems.

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Soft Landing Berlin’s Purpose:

  • Connect with other key leaders in Berlin
  • Understand and experience the Berlin ecosystem
  • Learn the process required to scale a business in Berlin and introduce participants to available resources
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Willkommen in Berlin:

The first ever Soft Landing delegation has convened in Berlin to better understand the ecosystem and make strong local connections. This inaugural group comprised of about 20 influential ecosystem leaders from France, Spain, Netherlands, Portugal, Romania, Lithuania and Israel.

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Inaugural Soft Landing delegation — Berlin, March 2018
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The Berlin Program:

The strategic itinerary comprised of three full days of company visits, workshops, sharing sessions and networking events all operated from GTEC’s Berlin campus located near Postdamer Platz in the heart of Mitte. Here’s a closer look a some of the Landing’s highlights.

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Social time at Soft Landing on the GTEC Campus in Berlin, 26 March 2018 — Source: Twitter
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Berlin Partner presentation for Soft Landing, 26 March 2018 — Source: Twitter
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Impact Hub Berlin at Soft Landing, 27 March 2018 — Source: Twitter
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Influencer networking at Van Loon Restaurant on the Spree River, 26 March 2018 — Source: GTEC
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Meeting Emily, Germany’s first autonomous driving bus, 28 March 2018 — Source: GTEC
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Talking ‘Media Matters’ at Soft Landing Berlin — 27 March 2018

Main points for getting startup press coverage in Germany:

Understand the differences between journalism and marketing.

Remember:

  • Start making your ‘target list’ of key journalists and news organizations now don’t wait until you need to call someone for coverage
  • Journalists are interested only in newsworthy items, not thinly disguised advertisements
  • Press will only help publicize your good points, it can’t compensate for a bad product or service and it won’t give you what you have not got
  • Pay attention to SEO best practices when you create your press campaign materials
  • Press campaigns work best when used as part of a strategy integrating activities
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Why Should You Care about Soft Landing?:

The project’s aim is to increase know-how on scaling to high profile ecosystems in order to facilitate growth for European startups. If you’re a startup or ecosystem leader, Soft Landing gives you the opportunity to visit another and dive in like a local — learning how a new ecosystem works as you scale your business.

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Join the Next Landing:

Soft Landing Berlin has been the first of dozens of sessions planned to take place over the next two years for ecosystem leaders and startups in six locations: Berlin, Paris, Vilnius, Zoetermeer (NL), India and the United States.

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