Would you like two new shocking reports? The German start-up bubble bursts and the economy in Europe crashes

In its analysis, the “Wall Street Journal” found that the times of growing prosperity in Germany and Europe are over. The economic development of Europe was compared with that of the USA, and the result was sobering: Europe is becoming poorer while the American economy is bursting with strength.

A key reason for the decline in prosperity in Europe is the aging population. Demographic developments are leading to higher costs for pensions and health care, which is affecting economic performance. There is also a growing desire for more free time. For example, almost half of German employees in the healthcare sector only work 30 hours a week. This has implications for the productivity and growth of the European economy.

The right-left combination of the COVID-19 pandemic and the Ukraine war has also affected economic development in Europe. Production bottlenecks resulting from lockdowns and supply chain disruptions led to increased inflation and a rise in energy and food prices. This puts a strain on consumers and businesses in Europe. Another factor contributing to the worsening economic situation is the increasingly powerful trade unions. Instead of demanding higher wages, they are increasingly pushing for a four-day week, which can further limit productivity.

The weakening economy in China also has an impact on Europe. In the past, Europe was often able to save itself through exports, which make up a significant part of the EU's gross national product. However, due to the low growth in China, this is no longer possible to the same extent. In contrast, the United States is less dependent on exports, as they only make up about ten percent of its economy.

The numbers highlight the growing gap between the US economy and the European economy over more than a decade. According to the World Bank, Europeans and Americans each spent around eleven trillion euros in 2008. Today the spending volume in the USA is around 17.8 trillion euros and continues to rise, while in Europe it is still around 11 trillion euros and is decreasing.

The gross national product also shows a clear difference. In 2008, Europe and America were almost on par, with a gross national product of €12.6 trillion in Europe and €13.1 trillion in the US, according to the International Monetary Fund (IMF). The gross national product in Europe currently amounts to 13.3 trillion euros, a meager increase of six percent. In the USA, however, it rose to 23.1 trillion euros, which corresponds to an increase of 82 percent.

The result of these developments is that Europe has been in recession since the beginning of the year, while the US economy is currently growing by 2.3 percent. More and more companies are choosing to invest in the US rather than Europe, further widening the economic gap.

In the first half of 2023, the German start-up scene is confronted with a rapid collapse in investments. This raises concerns about a possible wave of bankruptcies. Even established, large start-ups are increasingly finding themselves in trouble.

The total amount of investments in young German growth companies fell by a whopping 49 percent in the first half of 2023 compared to the previous year. At a good three billion euros, the value is back to the level of the six months before the pandemic, but more start-ups have to share the available capital. This means that there is less money left over for each individual company. Larger follow-up rounds for those start-ups that wasted the readily available money during the euphoric phase are therefore hardly foreseeable.

Interestingly, this development also shows a geographical distribution, which indicates that the start-up scene in Germany is becoming more diverse. The previous start-up stronghold Berlin is recording the greatest decline in investor interest in the current downturn. Although investment amounts are also declining in Munich, Hamburg and North Rhine-Westphalia, this is happening to a lesser extent. These locations are relatively catching up in comparison. Experts also see this as an advantage. It will be interesting to see whether this development continues. The strength of the German start-up scene is not least that there are several hotspots that have different qualities and focuses.

Investments in the energy sector remain stable. For example, mobility investments in the first half of the year are heavily concentrated in Munich due to its proximity to companies such as BMW and Mercedes-Benz. Berlin, on the other hand, is a leader in areas such as FinTechs and e-commerce, with the latter receiving a little more money again after a sharp decline at the beginning of the crisis. Despite significant losses, the software sector remains the strongest sector overall. Investments in energy and sustainable business models remain comparatively stable.

The current situation in the German start-up scene illustrates the challenges and fluctuations that young companies are exposed to. Investor funds are less readily available and startups may need to increasingly seek alternative financing options. Nevertheless, the German start-up scene remains an important driver of innovation and economic growth, and there is hope that the situation will improve again in the future.

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An economic crash is undoubtedly a difficult time, but it also presents opportunities for change and innovation.

1. Realignment of business strategy

In times of economic downturn, it is important to rethink and adapt your existing business strategy. Companies can enter new market segments or revamp their product and service offerings to meet changing customer needs and priorities.

2. Investing in research and development

A crisis can be an opportunity to invest in research and development to develop innovative products or solutions. Companies that rely on innovation in such times can emerge from the crisis stronger and achieve competitive advantages.

3. Increased efficiency and cost optimization

An economic crash often requires strict cost control. Companies can review their processes and workflows to identify and optimize inefficient structures. This can lead to cost savings and increase competitiveness.

4. Promote collaboration and partnerships

In difficult times, companies can benefit from collaboration and partnerships. Joint projects, collaborations or alliances enable companies to pool resources, share costs and open up new markets.

5. Digital transformation

A crisis can provide the impetus to drive digital transformation forward. Companies can increasingly rely on digital technologies to optimize their processes, open up new sales channels and improve communication with customers and employees.

6. Focus on talent development

In times of economic downturn, developing people and talent can play a crucial role. Companies should invest in training and development programs to expand their employees' know-how and strengthen their adaptability.

7. Opening up new markets

An economic crash can cause certain markets to contract or stagnate. Companies should therefore explore the possibility of expanding into new geographical regions or niche markets to reduce their dependence on a single market.

8. Customer retention and acquisition

Customer relationships are particularly important in difficult economic times. Companies should strengthen their customer loyalty by responding to their needs, offering tailored solutions and ensuring excellent customer service. At the same time, companies should actively look for new customers and use targeted marketing and sales measures.

9. Flexibility and agility

In uncertain times, flexibility and agility are crucial. Companies should make their organization and processes adaptable in order to be able to react quickly to changes. This can be achieved through the use of agile methods, flat hierarchies and an open corporate culture.

10. Innovative thinking and risk taking

An economic crash often requires bold and innovative thinking. Companies should be willing to take risks and test new ideas. A willingness to learn from mistakes and adapt can be the difference between success and failure in difficult times.

➡️ By considering these examples and tips, companies and individuals can take advantage of the opportunities presented by an economic downturn to refocus, grow, and emerge stronger from the crisis.

In times of crisis, it's tempting to cut marketing budgets and scale back the marketing team as companies look to cut costs and conserve resources. However, this approach is counterproductive. In fact, there are good reasons to invest in marketing and to involve external business development and marketing experts, especially in times of crisis. Below we will explain the consequences if marketing cannot work in times of crisis.

1. Declining visibility and awareness

If companies limit marketing during a crisis, they will have less visibility and may be overlooked by potential customers. The competition never sleeps, and companies that maintain or even increase their marketing activities can gain an advantage by maintaining their visibility and increasing their awareness.

2. Collapse in customer loyalty

Marketing plays a crucial role in customer retention. When companies limit their marketing activities, they neglect communication and interaction with their customers. This can lead to a loss of customer trust and loyalty. Customers may get the impression that the company is no longer active or no longer prioritizes their needs.

3. Missed growth opportunities

In times of crisis there are often gaps in the market and changes in consumer behavior. Through targeted marketing measures, companies can take advantage of these opportunities and strengthen their market position. However, when marketing is restricted, companies run the risk of missing out on these opportunities and being overtaken by competitors.

4. Loss of image and reputation

Marketing is crucial for building and maintaining a company's image and reputation. If companies do not actively communicate and maintain their image in times of crisis, negative rumors and misinformation could gain the upper hand. A bad reputation can affect the trust of customers, investors and stakeholders and can be damaging in the long term.

5. Longer recovery process

After a crisis, it can take time for the economy to recover. Companies that reduce their marketing activities during this time may struggle to rebuild their brand and business. Rebuilding visibility, awareness and customer loyalty can be time-consuming and costly if the marketing process has to be restarted from scratch.

➡️ Involving external business development and marketing experts can be particularly valuable in times of crisis. They bring fresh perspectives, expertise and experience to adapt marketing strategy and develop effective campaigns. Through their expertise, they can help optimize costs and take targeted measures to move the company forward in difficult times.

➡️ It is important to recognize that marketing in times of crisis is not a luxury, but a strategic necessity. Companies that invest in marketing and use the expertise of external experts can strengthen their position, seize opportunities and emerge from the crisis more quickly. Marketing should be viewed as a valuable resource to promote long-term business stability and growth.