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STYLE | 08.05.2015

Andrea Karg on … Business Ideas

We have all heard of Generation Start-up, of twenty-somethings who want to do their “own thing”, whether in fashion, with an organic café or as app developers. As an experienced and successful businesswoman Allude founder Andrea Karg naturally has an opinion on this subject – and advice for young entrepreneurs.

“Aside from coming up with a brilliant idea that serves as the seed for a new company, a new service or product, I consider the next step even more important. What is your plan for the phase after the euphoria and praise surrounding the launch of your new company have passed? What will you do when Step 1 was satisfactory or even better than expected? Should you perhaps carefully adjust your initial idea, strengthen the brand’s presence, or focus on your own role as a leader? I have to at least ask and discuss these questions with my partner/s or mentor/s at regular intervals, even if I might end up deciding to do “business as usual”.

Perhaps more fundamentally, any entrepreneur should be passionate about their job – that’s how it was with me and still is. You’ll see that you won’t have much time for anything else anyway, including leisure and family. Especially in the beginning phase you must be willing to give well over 100 percent. If that seems too strenuous or unrealistic, then starting your own business is perhaps not for you. Or you just may not have found your individual market niche and passion yet.”

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