Company: Detailreich

Founder: Jennifer Leidolf 

Date Founded: October 3, 2025

Industry and Company: Food Service

What drives you? What is your motto?

Better done than perfect. I think many great ideas never get off the ground because people wait until they’re “perfect” at something, out of fear that they aren’t good enough. That’s why my motto is: it’s better to just get started than to never dare to try. I’ve learned: When a door opens for you, walk through it.

What is your startup about, and what makes it special?

Detailreich is meant to be a place that invites you to stay. People should be able to get to know one another, exchange ideas, and get creative together—even without any special skills or expectations. With good coffee, delicious cake, and creative activities, Detailreich aims to invite you to enjoy simplicity and slow down. Our creative activities require no registration and no prior experience, which makes them particularly accessible to everyone. For experienced creatives, we offer workshops lasting several hours that explore more in-depth craft techniques and projects. Team events, bachelorette parties, and birthdays can also be celebrated here.

What have been your first successes?

From registering the business and drafting the business plan to the grand opening and the first positive feedback, everything has been a success for me. The first major milestone was, of course, being approved for the KfW loan. The second major milestone was a video about us that went viral on social media, which led to a lot of media attention. Then seeing the first business analysis report (BWA) and realizing that the business model is viable. The positive Google reviews and, above all, the personal feedback. Phrases like “How did time fly by so fast?”, “You feel right at home,” and “Wow, there’s so much to discover here” are my personal moments of success.

What’s your professional background?

After earning my vocational high school diploma, completing federal voluntary service, and finishing college, I first worked in outpatient care. I then transitioned to the energy sector as an office manager and later took on leadership responsibilities. In that role, I gained experience in personnel management, organization, IT, marketing, and business administration. Despite having exciting responsibilities, I still wanted to create something of my own and be able to shape it myself. That’s how, step by step, I found my path to self-employment.

What was the trigger for you to start your own business?

The decisive trigger was being turned down for an internal promotion to a higher-level position. After a long period filled with hopes and uncertainties, I was initially disappointed. At the same time, I realized that I didn’t want my professional development to depend on the decisions of others. Looking back, that was exactly the push I needed to take the leap into self-employment and consistently pursue my own path.

Who advised you, and who are your supporters and mentors?

Emotionally, I was supported by everyone around me. Even though my idea was often met with skepticism at first, it was mostly out of concern. The Startup Day at Heimathafen gave me my first access to the startup scene and valuable contacts. My partner and my best friend, in particular, supported me throughout the entire startup phase, encouraged me, and helped me overcome many challenges together. In addition, friends and family contributed to building Detailreich with advice, practical help, and countless hours of support. Without this network, Detailreich wouldn’t have come into being in its current form. I’m very grateful for that. 

What was it like for you during your first days as a founder?

During the opening weekend, many friends pitched in to help. At one point, I joked that it felt like we were “playing café.” Everyone agreed. We felt everything from worry to sheer joy. Seeing an idea that initially existed only on paper suddenly become a reality and be embraced by people was an indescribable and surreal feeling.

What was your biggest challenge, and how did you overcome it?

Actually, the entire startup process was one long series of challenges. There were many moments when I thought, “That’s it—I’m done.” I often cried and wondered if I’d taken on too much. I especially remember one day when we had a huge rush, and orders were being canceled because of the long wait times. At that moment, I wanted nothing more than to send everyone home and close the shop. Instead, I just kept going as best I could, accepted help, and learned from every mistake. Today I know how much good processes, experience, and perseverance make a difference. 

How do you get the word out about your business? What’s your best marketing idea?

Most of our visibility comes from word of mouth and social media. Personal recommendations are especially valuable to us. In the beginning, we relied mainly on traditional, print advertising. Now, collaborations with other local businesses and creatives work best for us because they reach people directly and authentically.

How did you secure funding for your startup?

Right from the start, I applied for a KfW loan and, fortunately, received approval one day before the security deposit and takeover payment were due. That was a huge relief. I contributed about one-tenth of the investment amount from my own savings.

What dream do you still hope to realize?

Having multiple “Reich an Details” locations would, of course, be a dream. But it’s important to me to grow in a healthy and sustainable way, rather than expanding too quickly.

Please complete the following sentence: If I had more time, I would...

...give even more people access to creativity.

What’s your top tip: What would you recommend to other founders?

Curiosity is incredibly important. Talk to other founders, ask questions, and take in as much experience and advice as possible. At the same time, not every piece of advice will fit your own path. Only take on board what feels right for you.