Jobaaj Stories
Pick'em Toothpicks: A German Lion's Den Success Story
Flavored toothpicks? It sounds unusual, but Berlin-based startup Pick'em proved the concept's viability, securing a deal on Germany's hit investment show, "Die Höhle der Löwen" (The Lion's Den). This article dives into Pick'em's innovative approach, viral marketing strategies, and their journey to securing a significant investment.
From Student Apartment to TV Deal
Founded by Joel Enayat, Maximilian Schröpfer, and Niklas Terrahe, Pick'em began as a student project experimenting with flavored toothpicks. Their playful approach, with flavors like "Macho Mint" and "Sassy Strawberry," resonated with a younger audience. Their appearance on "Die Höhle der Löwen," where co-founder Folkert Bowler humorously dressed as a toothpick, further amplified their brand.
Viral Marketing and Social Media Success
Pick'em’s success hinges on a savvy, low-cost marketing strategy. Leveraging TikTok and other platforms, they amassed over 250 million views and a million followers. Clever viral videos featuring celebrities like Macklemore and James Corden trying the toothpicks generated immense organic reach. This impressive social media presence was a key factor in attracting investors.
The Lion's Den Deal
Seeking €200,000 for 15% equity, Pick'em faced a bidding war. Ultimately, Carsten Maschmeyer, Judith Williams, and Tillman Schulz offered €200,000 for a 17.5% stake. This investment signifies validation of their unique product and marketing strategy.
Post-"Löwen" Growth and Future Plans
Since the show, Pick'em experienced exponential growth, reporting monthly revenue exceeding their previous annual earnings. Their immediate focus is expanding into the German market, leveraging their newfound investment and established US/UK presence. The founders aim to solidify flavored toothpicks as a trendy lifestyle accessory, positioning them as a sugar-free alternative to gum.
Key Takeaways
Pick'em's success story highlights the power of innovative product development, strategic social media marketing, and effectively pitching to investors. Their journey demonstrates that even a seemingly simple product can achieve significant growth with the right approach. The "Die Höhle der Löwen" platform provided critical exposure, but their pre-existing social media success laid the foundation for their success.
