24.03.2016 | News & Interviews

Acceleration on demand

Ideatarmac provides demandware-based solutions and a troubleshooting automation platform for accelerating e-commerce. Over the next twelve weeks, the ‘acceleration family’ around Pratyush Saxena and Ashish Chauhan will seek to fast-track Ideatarmac’s business model by offering them qualified guidance and mentorship. Dr. Philip Götting from LIDL and Sascha Theismann, EY, will provide them with qualified b2b and b2c business knowledge in the fields of funding, networking, customer experience, and customer service. Read more in our interview.


Pratyush, what do you want to take home from the EY start-up-challenge?

Like my colleague Ashish and the whole team, I am an e-entrepreneur with heart and soul, and really nuts about everything that has to do with technology, e-business, and accelerating development in e-commerce. Together, we have helped retailers and vendors across the globe to build international multichannel commerce solutions and solve some of the most complex challenges out there. Additionally, as an Indian-German company, we are very multi-cultural and diversified in many respects.

Our experience has helped us to conceptualize and build a platform that will enable retailers to automate daily troubleshooting in e-commerce operations. It prevents revenue loss, reduces operational costs and allows retailers to focus on rapid innovation instead of daily operations. We now need help in scoping the market potential, collecting more use cases, finding beta users, and making an investment case for strategic growth. That is why we are here.

What would you say the challenges are, Philipp?

Ideatarmac has to sharpen its business proposition: Why should businesses use its software? What is the business case from a customer’s point of view? And what are the USPs against competing software solutions? It is crucial for Pratyush and Ashish to gain insights from potential customers. So far, they are super tech-driven and tech-savvy, but need to include the market view in their product development. I see my role as that of a challenger, taking potential customer’s point of view. And, of course, I will use my network to bring the team together with potential customers, LIDL, and others.

I think change is the essence of the EY start-up-challenge. At LIDL, we are embracing change. For us, digitization and digital opportunities are at the top of the agenda. So, for instance, we have incorporated “Kochzauber”, a service which provides cooking recipes as well as accordingly fresh and healthy food products to customers’ doorsteps. One of many examples of how we enhance customer experience. Start-ups at the EY start-up-challenge such as Ideatarmac can give us fresh inspiration to further proceed on our path of digital transformation.

And what is your role going to be in the Ideatarmac family, Sascha?

As a mentor from EY who previously founded several companies in the areas of digital market research, e-commerce, and social media, I know both sides of the business. I look forward to helping connect Ideatarmac with potential clients, as well as to make their brand make new friends among corporates, VC capitalists, and well-connected professionals.

Ideatarmac is an India- and Germany-based digital commerce company, providing platform implementation, LINK cartridge building, and data-driven solution support. Its portfolio includes demandware consulting, operations, 24/7 solution support, and Monitorem – a decision-making platform for demandware retailers.

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