Company: noneedformore Sole proprietorship
Founder: Alina Jürgens
Date of establishment: July 1, 2023
Industry and company: E-commerce

What drives you? What is your motto?
The belief that people are fundamentally good. 

What is your start-up about and what makes it special?
noneedformore aims to create joy in the little things while taking our planet and its inhabitants into account. With truly social and environmentally responsible production from start to finish, which is not just a "sustainable" advertising label, but with the sincere intention and dedication to do it right. Creating only things that are of the highest quality, that last a lifetime, but then decompose back into their individual parts and leave no waste behind. Responsible use of resources that benefits local communities. 

What are your first successes?
In fall 2023, we launched our yoga & meditation cushion made from 100% organic cotton. It is filled with organic lavender from Provence and organic spelt from an organic bakery near Dresden. It has a gentle lavender scent and consumes 46% less CO2 and 91% less drinking water than conventional cotton. 

Just being able to hold your own product in your hands, one that you wholeheartedly believe in, is a huge success.

What is your professional background?
After studying economics in Frankfurt am Main, I was drawn to other European countries. There, I had the opportunity to accompany the international expansion of a major sportswear brand in the UK in the area of commercial finance, learning from the best of the best in e-commerce.   

What prompted you to start your own business?
At some point, my values and those of the company I was working for no longer aligned. I no longer wanted to contribute to the distribution of plastic in horrendous quantities, I no longer wanted to be part of the machinery that promotes uncontrolled consumption, puts profit before sustainability, and operates at the expense of our planet and its people. 

So I decided without further ado to show that there is another way: At noneedformore, what you see is what you get – good for you, good for the people who made it, and sustainable resource management for less waste and high quality that lasts forever. 

Who advised you, who are your helpers and mentors?
My partner, my family – the usual suspects. However, and I would like to emphasize this in particular, also former colleagues with whom I worked closely. They were the best cheerleaders, supporting and encouraging me to go my own way. I am deeply grateful to them for that. 

How did you experience your first days as a founder?
The day I walked across the market square with my business registration in hand and a big smile on my face was moving. Is this it? It feels like the way to the airport for a big trip that you set off on (alone at first), but you know from the start that you will never forget it for the rest of your life.However, I immediately encountered bureaucratic hurdles—I'll never forget the two-month wait for a tax number. In the end, this meant that I was allowed to trade with a two-month delay—so it's best to apply well in advance. 

What was your biggest challenge and how did you overcome it?
There was one thing I didn't expect – how your own doubts can be the biggest hurdle. The feeling that my own company wasn't "big enough" or "good enough" to compete deterred me from approaching potential partners at the beginning. Spoiler: In the end, more people said "yes" than "no," and I ended up with numerous wonderful collaborations, all with people who share my values.

How do you draw attention to your company? What is your best marketing idea?
It's a love-hate relationship – but most of the attention comes via social media, especially Instagram and TikTok. P.S. Follow @noneedformore on Instagram if you've read this far. Joking aside, local collaborations with yoga studios in Wiesbaden and, nationally, with yoga retreat locations in particular, have helped a lot. Local networks, such as the "Gründer:innen-Frühstück" (founders' breakfast) organized by Heimathafen, should not be overlooked either.

How did you finance your start-up?
The financing was largely provided from my own funds, and the start-up grant from the Employment Agency was a very good additional support, which I can highly recommend. 

What dream would you still like to realize?
At the top of my bucket list is hiking through the rice terraces in Vietnam. My big dream is to be able to support educational projects worldwide with the help of noneedformore. 

Please complete the following sentence: If I had more time, I would...
I think I have enough time. If anything, I sometimes lack the energy. And when I need to recharge my batteries, noneedformore helps me do just that: take a break at the right time and draw energy and joy from the little moments. And yes, lavender-scented yoga pillows help too.  

What is your special tip: What would you recommend to founders?
The world needs more people who do what they believe in. If you have an idea, go for it—you don't have to reinvent the wheel to get started. But also: Listen twice as much as you speak. Asking for help and feedback has not only helped me in business, but also as a person.