Issue 6 2019

16 Acquisition International - Issue 6 2019 May19204 Air Conditioning Start-Up Focuses on Digital Transformation in the Craft Market Since 2015, four founders from Lower Saxony, Germany have been on the road to success with REDNUX GmbH. Started as a pure online retailer for air conditioners, the company has been growing rapidly with an innovative configurator and a nation-wide installation of the cooling systems. We profile the firm to discover more about their innovative ways. EDNUX shakes up the existing market and evolves it with innovative business ideas which are built with passion, curiosity, agility, and a lot of willpower. The initial spark was to realize a vision of supply and demand, of success, and career opportunities. Being profound marketing experts, the founders of REDNUX.com , Eugen Volz, Markus Iwin, Jens Langenberg (Langenberg Ventures), and Sascha Reinisch combined their enthusiasm for online and digital businesses to form a digitally pioneering effort for the German artisan market. Born from their own experiences - the search for a reasonable, affordable air conditioning and the associated air conditioning technician - came the consideration of how to remedy this task. And voilà, the idea was born to jump on the bandwagon of digital transformation and create a platform that offers affordable air conditioning systems from all leading manufacturers and provides additional craftsmanship as a service. Today, the Internet company offers their customers an all-round carefree package - planning from A as in Air Condition via I as in Installation by certified craftsmen, to Z as in Zero Workload. A worry- free package with a single point of contact. R Air conditioning systems are the only devices able to effectively reduce the room temperature at high outside temperatures and to optimally adjust the humidity. Whether in private households or in business or office premises: air conditioners do not cool exclusively, but also heat with high energy efficiency. One more reason that this topic is being considered in times of climate change, and more and more customers want to have air conditioning in one’s home - a wish that REDNUX GmbH fulfills. After the online purchase of an air conditioner from renowned companies such as Daikin, LG, Mitsubishi Electric, Samsung, Toshiba and other well-known quality brands, the professional installation and commissioning is followed by a relaxing time with a feel-good climate of the highest class. To keep it that way, REDNUX points out to all customers that air conditioning systems need to be maintained. Proper maintenance reduces fuel consumption, extends service life, and ensures the manufacturer’s warranty. None of the founders has his roots in the climate segment but all have pushed the sales numbers with a remarkable online marketing expertise. However, it quickly became apparent that this platform alone was not enough. A federal regulation prescribes the installation of the systems by a specialist company. Therefore, REDNUX has taken a new path and has developed an air conditioning planner, so that the customers can now also book and schedule a professional installation of their air conditioning system. The artisan receives order details and the correct assembly plan and arranges the appointment with the customer, all administrative tasks are performed by the company REDNUX. The big goal in 2017 was to increase the turnover to around three million Euros. REDNUX has achieved this and thus gained a 400% increase in sales. Typical for a start-up, it was not that easy. Many considerations, many extra hours, and even more decisions shaped the year. Asked about the recipe for success, it becomes clear that there are different factors that play a role: a growing team that went above and beyond to go the extra mile, the changed advertising strategy, more manufacturers and better purchase terms, expanded sales channels and - not to forget - the revamped customer service. The not always too pleasant side blows of the competition have shown the team of REDNUX.com that they are on the right track. As Robert Lembke said: Sympathy one receives for nothing, envy must “Whether in private households or in business or office premises: air conditioners do not cool exclusively, but also heat with high energy efficiency. One more reason that this topic is being considered in times of climate change, and more and more customers want to have air conditioning in one’s home - a wish that REDNUX GmbH fulfills.”