European Growth Stories

#25 Angeley Mullins - What if the real reason companies don’t scale… isn’t money?

“Scaling is not a money problem. It’s a time problem.” In this episode of European Scaling Stories, Andrea Vaugan welcomes Angeley Mullins, Chief Growth Officer at Ninox, for an in-depth conversation on the realities of scaling across Europe. Together, they discuss one of the key differences between the US and Europe: speed. Angeley explains why time, more than capital, is often the most critical factor in scaling, and why delayed decisions, risk aversion, and fear of failure can slow European companies down. The conversation also explores leadership, psychological safety, founder mindset, product-market fit, and what it takes to build companies that can truly compete internationally. They also look at Ninox’s current growth trajectory, its international expansion priorities, and the strategic choices involved in scaling across markets in today’s AI-driven environment. This episode is supported by Weglot, a tool I’ve been recommending for years to companies expanding internationally. It’s also how I first connected with today’s guest, through one of their acceleration programs, a great example of how the right tools can truly enable international growth. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#23 Christian Bergius - How Ecotree Adapted Its French Green Model for the German Market

When a green business model doesn’t translate across borders, adaptation becomes everything. In this episode of Go-to-Germany Stories, Andrea Vaugan talks with Christian Bergius, Country Director Germany at Ecotree, about adapting their French sustainability model to the German market. Christian shares why EcoTree had to move away from copy-paste expansion, how local ecosystem needs and customer conversations reshaped the offer, and what it takes to build a country operation with limited resources while staying aligned with HQ. 🎧 You’ll learn: * Why Germany requires local sustainability projects * How market feedback drives real adaptation * What to prioritize when opening a new market 👉 A concise, practical take on localization and scaling sustainability in Germany. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#22 Special Episode - French Tech Germany Awards 2025

In this special episode of Go to Germany Stories, host Andrea Vaugan sits down with the French Tech Düsseldorf team and the winners of the French Tech Germany Awards 2025 to explore what it really takes to build, invest, and scale across the Franco-German border. This episode brings together founders, investors, and ecosystem leaders who share their firsthand experience of expanding to Germany — from early market entry to long-term growth. 🎤 Guests in this episode: Adrien Serres & Cyril Catel – French Tech Düsseldorf 🏆 Yun Luo (CEO, ROSi) – Best French-German GreenTech Startup 🏆 Pierre Saudin (CEO, Paire) – Best Breakthrough DeepTech Startup 🏆 David Erhun (Startup Success, XAnge) – Best VC / Investor 🏆 Céline Bayer (CTO, Lemonway) – Best Woman in Tech 💡 Topics covered: ✔️ Expanding a startup to Germany ✔️ Building trust in the German market ✔️ Differences between French and German business cultures ✔️ Scaling teams and operations cross-border ✔️ The role of VCs in European growth ✔️ Why Franco-German cooperation is a strategic advantage This episode is also special for the host: Andrea Vaugan received the Best Woman in Tech Award last year and is proud to return this year to spotlight the next generation of leaders shaping the Franco-German tech ecosystem. 🎧 Subscribe to Go to Germany Stories for more real stories about international expansion, European tech, and cross-border growth. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#21 Besart Shala - Breaking Through Germany’s Banking Fortress: The IbanFirst Story

How do you win trust and business in one of Europe’s most conservative markets? In this episode of Go to Germany Stories, Andrea Vaugan sits down with Besart Shala, Country Manager for Germany at Ibanfirst, to explore how Ibanfirst has built a strong presence in Germany, now accounting for 10% of the company’s global revenue. We discuss the “sales secret sauce” behind their growth, how to break through the walls of a traditional banking market, and why everything had to happen in German rather than English. From building a local team and culture from scratch to earning trust through personal connections (and even football!), this episode offers an honest, behind-the-scenes look at scaling a fintech across borders. 🎧 You’ll learn: * Why trust and proximity are key in Germany’s B2B landscape * How to build a local culture that still feels connected to HQ * The balance between autonomy, ownership, and alignment * Lessons for every startup expanding into conservative markets 👉 Tune in to hear how Ibanfirst turned a tough market into one of its biggest success stories. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.

#20 Marek Kraus - Winning in Germany’s HR Tech Market: How Lucca took on the competition

In this episode of Go-to-Germany Stories, host Andrea Vaugan sits down with Marek Kraus, Country Manager Germany at Lucca, the French HR software company breaking into one of Europe’s toughest markets. Marek shares how Lucca combined rigorous preparation, thoughtful localization, and cultural awareness to build real traction in Germany — from adapting product features to small but telling choices in communication, like whether to say “Du” or “Sie.” They discuss how to build a resilient local team, turn sales enablement into a true growth driver, and strengthen cross-border collaboration between the local and HQ teams. A must-listen for anyone expanding into Germany and looking for practical lessons on focus, differentiation, and cultural authenticity. Marek Kraus has been active in the HR tech industry since 2013 and has held senior positions at companies such as Sage, Lessor (now Infoniqa), Compleet, and Bullhorn. Prior to that, he spent nearly a decade at Microsoft. Today, he is dedicated to driving Lucca’s dynamic growth in Germany – with innovative HR and finance solutions tailored to the evolving needs of modern businesses. Lucca designs user-friendly HR and finance software that simplifies everyday work for employees and HR teams. Founded in 2002 in Paris, the company serves more than 8,700 clients and over one million users across 130 countries. Lucca’s modular solutions cover core HR processes such as leave management, time tracking, and expense reporting — all designed with usability, data security, and local compliance in mind. With its Munich office, Lucca continues to expand its footprint in the German market. Hosted on Ausha. See ausha.co/privacy-policy [https://ausha.co/privacy-policy] for more information.