Mohammadi Akhabach, Managing Director of the agency, resp.: “We will prepare products and subject knowledge so that the PTAs feel personally addressed, are picked up in terms of content and experience added value for their everyday life.” OTC providers have already been won over as customers for the first edition. The agency is working on a whole action and theme galaxy for the PTAs. “The conditions for a broad field of communication by 2020 have been created.”
The founder of senior advertising, who established a sampling format for the target group of Best Agers with the ‘Glückstüte’ and most recently launched the ‘Schöne Jahre’ magazine, is aiming to support advisory heroes in pharmacies with his concept.
CEO @ Deutsche Seniorenwerbung GmbH
Founder – CEO @ MOACON Ventures GmbH
Co-Founder / CSO @ Lieferheld.de
Mr. Akhabach, you recently wrote 2,500 letters to the police officers and thanked them for their work. How did that happen?
Kick-off was an experience with a police patrol while driving to the office. The contact with the officer was very friendly and pleasant. It became clear to me that the policemen in this country perform their duties very prejudice-free and do really good things for the citizens. I just wanted to be grateful for that. That’s why I wrote a letter and sent it to around 2,500 offices. By the way, personally signed.
There was a lot of positive feedback, also because of your North African background. Have there been any negative reactions?
No! I also cannot imagine who they should have come from. From North Africans …?
Her family came to Germany from Morocco many years ago. You then founded successful companies here in Germany and developed business models. You are now a sought-after investor and expert. To what extent does Germany benefit from biographies like yours and what conclusions can you draw from them?
In general, Germany benefits from everyone who has their own ideas puts them into practice, and generates growth. Initially, this has nothing to do with the origin. But if you are specifically concerned with this factor, I would like to express it as follows, and I hope that does not sound like the old “From dishwasher to a millionaire song”: I think I was able to show that despite difficult starting conditions can implement many plans and be successful with commitment and creativity. In all modesty, I hope that such a biography can spur people of all origins. Maybe especially for those who come from families with the so-called “migration background”. It works, you just have to dare. And by the way: I was never a dishwasher!
Your company foundations such as Lieferheld and Book-a-Tiger are known beyond Germany and are repeatedly in the press. Your German senior advertising, however, is rather inconspicuous, although also very successful. What is more fun entrepreneurially?
Both company fields are fun, believe me. In everything we do, we ultimately work with the future factor. With Internet-based companies, it is exciting to help develop and develop the medium’s potential. When it comes to advertising for seniors, the attraction lies in the constantly growing target group. And the entrepreneurial challenges are ultimately the same everywhere: discover potential, seize opportunities, have courage. It is difficult for me to give preference to one of our companies with regard to such requirements.
Seniors are an interesting target group not only because of the demographic development in Germany. It is mobile, has purchasing power, and is consumer-oriented. What potential do you see in the future?
I think we are in a real growth market here. The nice thing is: There will be more and more older people who don’t feel old – and actually aren’t. My forecast is that they will use a larger part of their disposable income for themselves instead of distributing the money to offspring. Simply to enjoy or experience beautiful things for which there was no time during working life. If we offer this target group the right offers in terms of leisure, enjoyment, health, I won’t worry about our success.
Berlin is no longer Europe’s number one start-up metropolis. At the same time, cities like Hamburg and Düsseldorf are increasingly trying to create a start-up-friendly infrastructure and corporate culture. In your opinion, what are the requirements for the success of such an undertaking?
Of course, this is a long way, on which Düsseldorf is rather at the beginning and perhaps Hamburg has already taken a few steps. But Düsseldorf doesn’t have to give up. First of all, it is important that the city has recognized the potential of the start-up economy. And there are also a few plus points: Düsseldorf is close to the Ruhr area and its universities, where a lot of creative potential and internationality are concentrated. It is also not far to the Netherlands and Belgium – where there are virulent scenes. Sure, the unicorns still live in Berlin, also because the capital per se has more appeal and consequently radiance. But our region is catching up, I’m sure of it.
You are often in Berlin because of your company investments and know the scene there. What priorities could Düsseldorf set itself apart from Berlin and other start-up hubs?
A big advantage of this city is that the start-up scene is still manageable. This also means: access to capital and public services, such as economic development