{"id":2774,"date":"2023-08-06T16:13:48","date_gmt":"2023-08-06T14:13:48","guid":{"rendered":"https:\/\/techleap-design.nl\/techleap\/?p=2774"},"modified":"2023-12-20T18:04:21","modified_gmt":"2023-12-20T17:04:21","slug":"steering-through-hypergrowth-with-mette-lykke-ceo-of-too-good-to-go","status":"publish","type":"post","link":"https:\/\/techleap.nl\/blog\/steering-through-hypergrowth-with-mette-lykke-ceo-of-too-good-to-go\/","title":{"rendered":"Sport, sustainability and steering through hypergrowth with Mette Lykke, CEO of Too Good To Go"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-18hdufo-42582efc04ccaefb3e7a9c2d25e0749d\">\n.avia-section.av-18hdufo-42582efc04ccaefb3e7a9c2d25e0749d{\nbackground-color:#ffffff;\nbackground-image:unset;\n}\n<\/style>\n<div id='header-blog'  class='avia-section av-18hdufo-42582efc04ccaefb3e7a9c2d25e0749d alternate_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2774'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-15qnqwk-dc06b6b044d63f8eb332b8f505120424 sc-av_one_half av-equal-height-column-flextable'><div  class='flex_column av-15qnqwk-dc06b6b044d63f8eb332b8f505120424 av_one_half  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  first flex_column_table_cell av-equal-height-column av-align-middle  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-117j6v8-e7bcfc569f19ea03d7ef93890c0d9dfb\">\n#top .av-special-heading.av-117j6v8-e7bcfc569f19ea03d7ef93890c0d9dfb{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-117j6v8-e7bcfc569f19ea03d7ef93890c0d9dfb .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-117j6v8-e7bcfc569f19ea03d7ef93890c0d9dfb .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-117j6v8-e7bcfc569f19ea03d7ef93890c0d9dfb av-special-heading-h1 blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling '><h1 class='av-special-heading-tag'  itemprop=\"headline\"  >Sport, sustainability and steering through hypergrowth with Mette Lykke, CEO of Too Good To Go<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><\/div><div class='av-flex-placeholder'><\/div><div  class='flex_column av-y8liwk-e0bbfca7a2272ea72a954823c9f13cd1 av_one_half  avia-builder-el-3  el_after_av_one_half  avia-builder-el-last  flex_column_table_cell av-equal-height-column av-align-middle  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-vvsyxg-2b6c99cd58b2676da486b39dfe80b41c\">\n.avia-image-container.av-vvsyxg-2b6c99cd58b2676da486b39dfe80b41c img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-vvsyxg-2b6c99cd58b2676da486b39dfe80b41c .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-vvsyxg-2b6c99cd58b2676da486b39dfe80b41c av-styling- avia-align-center  avia-builder-el-4  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-2777 avia-img-lazy-loading-not-2777 avia_image ' src=\"https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1.webp\" alt='Sustainable Tech' title='Sustainable Tech'  height=\"1376\" width=\"1600\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1.webp 1600w, https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1-300x258.webp 300w, https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1-1030x886.webp 1030w, https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1-768x660.webp 768w, https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1-1020x877.webp 1020w, https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/11\/The-Scale-Lab-1-1500x1290.webp 1500w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-u4ty9w-fa2cf5077c88f5a8f1e92e8be0ee90ad\">\n.avia-section.av-u4ty9w-fa2cf5077c88f5a8f1e92e8be0ee90ad{\nbackground-color:#ffffff;\nbackground-image:unset;\n}\n<\/style>\n<div id='content-blog'  class='avia-section av-u4ty9w-fa2cf5077c88f5a8f1e92e8be0ee90ad alternate_color avia-section-default avia-no-border-styling  avia-builder-el-5  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2774'><div class='entry-content-wrapper clearfix'>\n<section  class='av_textblock_section av-tno0wk-19b821c824dfc5d44f6fb23273a6ef1e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"c\">\n<h4 class=\"opening-text\">In the latest episode of the Scale Lab Podcast, we spoke to a leader at the forefront of the sustainable revolution. Mette Lykke, co-founder of Endomondo and now CEO at Too Good To Go, shares her incredible story, delving into her transition from building a wildly successful sporting technology business to spearheading the fight against food waste.<\/h4>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3133li-d2f8d21a80dbfbaeee383d9b14ffbc43\">\n#top .hr.hr-invisible.av-3133li-d2f8d21a80dbfbaeee383d9b14ffbc43{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3133li-d2f8d21a80dbfbaeee383d9b14ffbc43 hr-invisible  avia-builder-el-7  el_after_av_textblock  el_before_av_sidebar '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='avia-builder-widget-area clearfix  avia-builder-el-8  el_after_av_hr  el_before_av_hr '><div id=\"avia_auto_toc-2\" class=\"widget clearfix avia-widget-container avia_auto_toc avia_no_block_preview\"><div class=\"avia-preview-headline\">techleap Table of Contents<\/div><div class=\"avia-preview-info\">Title: <\/div><div class=\"avia-preview-in-front\">Table can only be rendered in frontend.<\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3464ie-7276c73a5f6c006230e0949b3544fdc8\">\n#top .hr.hr-invisible.av-3464ie-7276c73a5f6c006230e0949b3544fdc8{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3464ie-7276c73a5f6c006230e0949b3544fdc8 hr-invisible  avia-builder-el-9  el_after_av_sidebar  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp6yruk5-f43f7eef1d9271c95c094194c68d1098\">\n#top .av-special-heading.av-lp6yruk5-f43f7eef1d9271c95c094194c68d1098{\npadding-bottom:28px;\n}\nbody .av-special-heading.av-lp6yruk5-f43f7eef1d9271c95c094194c68d1098 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp6yruk5-f43f7eef1d9271c95c094194c68d1098 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp6yruk5-f43f7eef1d9271c95c094194c68d1098 av-special-heading-h3 blockquote modern-quote  avia-builder-el-10  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >Can you compare finding product market fit at Endomondo and Too Good To Go?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-qfwabo-920b345d2950d894dc589a99cad469ec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>\u201cThose experiences were very different. When we first started Edomondo in 2007, we had this vision that we wanted to make fitness fun, we wanted to bring technology and the social dimension into individual sports.<\/p>\n<p>The requirement for using Endomondo was that you had GPS on your phone. In 2007, very few users had GPS, and to make matters even worse, the app store hadn\u2019t been invented yet<\/p>\n<p>The product market fit was an issue because the technology just wasn\u2019t ready. So it took us three years to get to the first one million users, those were some tough days.<\/p>\n<p>It\u2019s interesting when you study some of the biggest marketplaces, they almost all start out unscalable, they start out with things you 100% can\u2019t keep doing. At Endomondo, we\u2019d go out to every running race we could find, we would set up shop, borrow my husband\u2019s car, set up with a little table and computer, and have someone carrying a phone around showing it live on the screen.<\/p>\n<p>It wasn\u2019t much fun, but we had to get users in one by one in the beginning.<\/p>\n<p>With Too Good To Go it was a different experience. At that time, apps were a big part of our lives, so distribution was easy. It only took a year to get to the first million users. Because it\u2019s a marketplace we also had a supply side we had to build up, but the stores actually liked the value proposition from day one, so that was relatively smooth compared to Endomondo.<\/p>\n<p>The stores understand there is this strong mission, for a lot of them this also becomes part of their CSR. Then there\u2019s the marketing aspect, we also send new users to their stores and we have research showing that a significant portion will become full-paying users later on.<\/p>\n<p>Then there\u2019s the money aspect, you suddenly have money from the food that you would otherwise throw away. For some stores it\u2019s all about the mission and for others it\u2019s more about the finance.\u201d<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-36baae-7d61b786e64fc1a91bd782e04a7f4fb4\">\n#top .hr.hr-invisible.av-36baae-7d61b786e64fc1a91bd782e04a7f4fb4{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-36baae-7d61b786e64fc1a91bd782e04a7f4fb4 hr-invisible  avia-builder-el-12  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp6yt1c8-8d80cb01733b0ad91f03f7e2c8e66715\">\n#top .av-special-heading.av-lp6yt1c8-8d80cb01733b0ad91f03f7e2c8e66715{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp6yt1c8-8d80cb01733b0ad91f03f7e2c8e66715 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp6yt1c8-8d80cb01733b0ad91f03f7e2c8e66715 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp6yt1c8-8d80cb01733b0ad91f03f7e2c8e66715 av-special-heading-h3 blockquote modern-quote  avia-builder-el-13  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >Can you describe your key demographic\/customer?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp6ytkep-8c9031ea5c68c30f7dc92319ce587147 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>\u201cThe way we thought about it initially was that we had three main personas. The first one is the one everyone expects, that\u2019s the student or the young career person, who is quite flexible but on a budget and who wants a smart solution.<\/p>\n<p>We have young families, where people have recently taken on new responsibilities, and then we have slightly older people, mostly women, who have a passion for food.\u201d<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2k48uu-f0ae4d658880021c1ba859c29440f188\">\n#top .hr.hr-invisible.av-2k48uu-f0ae4d658880021c1ba859c29440f188{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-2k48uu-f0ae4d658880021c1ba859c29440f188 hr-invisible  avia-builder-el-15  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp6yuht6-50cb20cb39f1d47dc6d65f1ea723a9f7\">\n#top .av-special-heading.av-lp6yuht6-50cb20cb39f1d47dc6d65f1ea723a9f7{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp6yuht6-50cb20cb39f1d47dc6d65f1ea723a9f7 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp6yuht6-50cb20cb39f1d47dc6d65f1ea723a9f7 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp6yuht6-50cb20cb39f1d47dc6d65f1ea723a9f7 av-special-heading-h3 blockquote modern-quote  avia-builder-el-16  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >How do you choose the right people for a company like Too Good To Go?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp6yuw2k-db928cd401617dfd078acd8e3e0d1a52 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<p>\u201cIt\u2019s really key for us that we figure out how to combine the passion for the cause with the right competencies. Of course, as you grow the company those competencies and requirements change.<\/p>\n<p>I think the recent big roles we\u2019ve filled were Chief Product Officer and COO. I really looked for someone who came from marketplaces for the CPO, someone who has seen world-class products, and for the COO, someone who really understands marketplaces and how to scale.<\/p>\n<p>When it comes to the senior level, I don\u2019t think it\u2019s an issue that the impact takes over, what makes us able to attract great people at the senior level is that a lot of them have long and great careers, but in areas where they miss the purpose, which is what they find here.<\/p>\n<p>I think there\u2019s a bit more risk at entry-level jobs, there\u2019s a risk you get safe people who love the mission and love the company, but they don\u2019t necessarily want to do sales, which is an issue when you take on a sales job.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2yssmu-85af97d2771d8be42d1be1d107e683cc\">\n#top .hr.hr-invisible.av-2yssmu-85af97d2771d8be42d1be1d107e683cc{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-2yssmu-85af97d2771d8be42d1be1d107e683cc hr-invisible  avia-builder-el-18  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp6ywcyt-ce2ddd75418fbf85a4982c55a5b3f0f1\">\n#top .av-special-heading.av-lp6ywcyt-ce2ddd75418fbf85a4982c55a5b3f0f1{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp6ywcyt-ce2ddd75418fbf85a4982c55a5b3f0f1 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp6ywcyt-ce2ddd75418fbf85a4982c55a5b3f0f1 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp6ywcyt-ce2ddd75418fbf85a4982c55a5b3f0f1 av-special-heading-h3 blockquote modern-quote  avia-builder-el-19  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >How has your leadership evolved and how do these hires fit into that?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp6ywnjy-d14e1c47b573049cfdf91571dabb133d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<p>\u201cYour role as a CEO is constantly changing, so every six months or so I revisit \u2018what do I need to do now to be the best CEO for this company?\u2019 Almost always the answer is some variation of delegating more, and of course, as the company grows you need different capabilities in those seats.<\/p>\n<p>At least annually, I will ask everyone on my team what I can do better. I want three things, and then sometimes I\u2019ll talk with a coach. I&#8217;ve been working with a coach for a couple of years and that works well. I\u2019ll also talk to other CEOs and read, it\u2019s a bit of a mix.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-31767a-e7cf9c29684bc488b7b90918c39a52a5\">\n#top .hr.hr-invisible.av-31767a-e7cf9c29684bc488b7b90918c39a52a5{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-31767a-e7cf9c29684bc488b7b90918c39a52a5 hr-invisible  avia-builder-el-21  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp6yxttp-4a381f707dcdb30ed9f7dfab3182c23a\">\n#top .av-special-heading.av-lp6yxttp-4a381f707dcdb30ed9f7dfab3182c23a{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp6yxttp-4a381f707dcdb30ed9f7dfab3182c23a .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp6yxttp-4a381f707dcdb30ed9f7dfab3182c23a .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp6yxttp-4a381f707dcdb30ed9f7dfab3182c23a av-special-heading-h3 blockquote modern-quote  avia-builder-el-22  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >How did you manage the crisis of the pandemic, and how has that affected your leadership style?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp6yyjye-79c5950c3a33230458c748cf884ddf31 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"How did you manage the crisis of the pandemic, and how has that affected your leadership style? \">\n<div class=\"c\">\n<div>\n<p>\u201cThe first big lesson was to lead with your values. \u2018We care\u2019 is one of our values, so when we went to the investors it was with the message of \u2018we want to do everything we can to not let anyone go, and we need funding to achieve that\u2019. We also really believe in the company and believe that in a few months, we\u2019ll need these people.<\/p>\n<p>We continue to be very bullish about what we\u2019re doing. The climate will continue to be an issue and we have a real solution here. So everyone really believed in the concept, it was more about how we can win time and what we can have all of these people do in a meaningful way.<\/p>\n<p>We actually launched something we call \u2018We Care\u2019, we allowed our partners to sell food at regular prices on the app. Normally it\u2019s discount and surplus food, but because a lot of them didn\u2019t have any digital partners, they didn\u2019t have any sales channels. We approached them and said you can just put it on our platform, and that will hopefully help you generate some cash flow.<\/p>\n<p>We also worked with supermarkets to create this concept around essential bags, a lot of people were concerned about going to the supermarket and by having these bags, you could just go to the delivery point at the front, get your bag and leave.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7zwsm-63adce2fd25670b4361076d9dfb44788\">\n#top .hr.hr-invisible.av-7zwsm-63adce2fd25670b4361076d9dfb44788{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-7zwsm-63adce2fd25670b4361076d9dfb44788 hr-invisible  avia-builder-el-24  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp6z1lro-0ed562e5df9d3f3f226916abca07b1d2\">\n#top .av-special-heading.av-lp6z1lro-0ed562e5df9d3f3f226916abca07b1d2{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp6z1lro-0ed562e5df9d3f3f226916abca07b1d2 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp6z1lro-0ed562e5df9d3f3f226916abca07b1d2 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp6z1lro-0ed562e5df9d3f3f226916abca07b1d2 av-special-heading-h3 blockquote modern-quote  avia-builder-el-25  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >Can you take us through your internationalisation process?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp6z2hr1-1d73f4c21accaa6a3a077158b86f262a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"How did you manage the crisis of the pandemic, and how has that affected your leadership style? \">\n<div class=\"c\">\n<div>\n<p>\u201cFor a marketplace like ours, it makes a tonne of sense to start out in one country and really figure out \u2018what is the playbook? How do we launch this? How do we operate and optimise?\u2019<\/p>\n<p>That wasn\u2019t really the approach we took. When I joined as an investor about nine months after the app launched, we were already in eight or ten countries, which is very, very fast for any marketplace. The only way that was possible was because most countries were operated by local entrepreneurs.<\/p>\n<p>It had its charm, but the problem was, because we didn\u2019t have a playbook, and we didn\u2019t know exactly what to do, we were making the same mistakes in ten countries. So when I joined, it was a little bit like, we have to slow down now to speed up later. We shut down four of those countries, and then with six left, we said there are only three we can afford to invest in. The other three we kind of bet on them staying where they were until we had the money.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-357f3q-0ec1026d6455aec59d13f4c823b7036c\">\n#top .hr.hr-invisible.av-357f3q-0ec1026d6455aec59d13f4c823b7036c{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-357f3q-0ec1026d6455aec59d13f4c823b7036c hr-invisible  avia-builder-el-27  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp7046jl-5744fcbd9c69edaf42e7b9b86f5f4340\">\n#top .av-special-heading.av-lp7046jl-5744fcbd9c69edaf42e7b9b86f5f4340{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp7046jl-5744fcbd9c69edaf42e7b9b86f5f4340 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp7046jl-5744fcbd9c69edaf42e7b9b86f5f4340 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp7046jl-5744fcbd9c69edaf42e7b9b86f5f4340 av-special-heading-h3 blockquote modern-quote  avia-builder-el-28  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >Can you explain how your two different AB strategies for Netherlands and Belgium merged into one?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-4lvupi-46ff362e5463d267061d6274e805780b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"How did you manage the crisis of the pandemic, and how has that affected your leadership style? \">\n<div class=\"c\">\n<div>\n<p>\u201cThe story was that after we reduced to six countries, I said now we do a full year without any country launches. When we were ready to launch countries again, we launched the Netherlands and Belgium almost simultaneously, but in two different ways.<\/p>\n<p>In one country [Belgium] we went in hard on sales, and in the Netherlands, we took a different approach where it was more \u2018we want to build the right organisation from the beginning, we want sales, marketing and customer service, everything there from the start\u2019.<\/p>\n<p>Belgium, the sales country, skyrocketed and the Netherlands was super slow. But when you gave it a bit more time, the sales we had in Belgium were not as sustainable, we started having churn on the supply side, and it didn\u2019t really stick. Whereas the flywheel worked a lot better in the Netherlands, it was slower, but once we got something in it was steady and moving forward.<\/p>\n<p>So we created a playbook that had the best of both worlds, we have the full team in place now for when we go in, but we really double down on sales.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-29qvhy-32d9cdc9eb62f3060a8dfd4ada7b9bbb\">\n#top .hr.hr-invisible.av-29qvhy-32d9cdc9eb62f3060a8dfd4ada7b9bbb{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-29qvhy-32d9cdc9eb62f3060a8dfd4ada7b9bbb hr-invisible  avia-builder-el-30  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp705su0-fbb401ed4401530c0da01c07e07d1b1c\">\n#top .av-special-heading.av-lp705su0-fbb401ed4401530c0da01c07e07d1b1c{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp705su0-fbb401ed4401530c0da01c07e07d1b1c .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp705su0-fbb401ed4401530c0da01c07e07d1b1c .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp705su0-fbb401ed4401530c0da01c07e07d1b1c av-special-heading-h3 blockquote modern-quote  avia-builder-el-31  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >When you communicate to the company or to the world, what do you communicate as success?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp704p8g-e2e6023f25597b789a5f70e8a4d98c96 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"How did you manage the crisis of the pandemic, and how has that affected your leadership style? \">\n<div class=\"c\">\n<div>\n<p>\u201cWe always communicate meals saved, that is our core metric. That\u2019s how we can see our impact, but it also happens to be directly proportional to our top-line revenue. We are increasingly starting to talk about revenue within the company, and that\u2019s part of this journey towards becoming a more long-term sustainable company financially.<\/p>\n<p>I think what is maybe special here, is that in addition to all the impact we have on our marketplace, we also do a lot of other things on top that come with zero revenue, but that really have an impact.<\/p>\n<p>For example, in date labelling, there is a thing where confusion around \u2018use by\u2019 versus \u2018best by\u2019 is driving 10% of food waste in Europe. We took on to see if we could help solve that, we created this coalition with Unilever and Carlsberg, some of the world\u2019s biggest food producers, and had them change the labelling on their actual products. We\u2019ve done this coalition in 13 countries now and it\u2019s had a fairly significant impact when we survey users on how they understand these things.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4cu2ba-5401f8df97eb8efe4c2f1a595e0fc44c\">\n#top .hr.hr-invisible.av-4cu2ba-5401f8df97eb8efe4c2f1a595e0fc44c{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-4cu2ba-5401f8df97eb8efe4c2f1a595e0fc44c hr-invisible  avia-builder-el-33  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp707ghb-be601eee96cb7f13e79a028238b5c191\">\n#top .av-special-heading.av-lp707ghb-be601eee96cb7f13e79a028238b5c191{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp707ghb-be601eee96cb7f13e79a028238b5c191 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp707ghb-be601eee96cb7f13e79a028238b5c191 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp707ghb-be601eee96cb7f13e79a028238b5c191 av-special-heading-h3 blockquote modern-quote  avia-builder-el-34  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >Knowing what you do now, if you were going to start a new business, what space would you get into?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp7082c4-59afbc727abb3de48c15fb2fe8e30e7d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"How did you manage the crisis of the pandemic, and how has that affected your leadership style? \">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"If you could go back in time and share lessons with your younger self, what would you say?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"Knowing what you do now, if you were going to start a new business, what space would you get into?\">\n<div class=\"c\">\n<div>\n<p>\u201cFashion I think. It\u2019s insane how much waste is in fashion, it\u2019s insane how we consume new clothes just because there\u2019s this social agreement that it\u2019s nice to have new clothes all the time. I think that the whole sector is completely broken, so is the food sector, but this one is for bad reasons.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3517c6-2f727688dabfda9d18052ad7ee2b3839\">\n#top .hr.hr-invisible.av-3517c6-2f727688dabfda9d18052ad7ee2b3839{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-3517c6-2f727688dabfda9d18052ad7ee2b3839 hr-invisible  avia-builder-el-36  el_after_av_textblock  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lp70aay5-dd110bc702ec8e91c9f864d2e0e350e4\">\n#top .av-special-heading.av-lp70aay5-dd110bc702ec8e91c9f864d2e0e350e4{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lp70aay5-dd110bc702ec8e91c9f864d2e0e350e4 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lp70aay5-dd110bc702ec8e91c9f864d2e0e350e4 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lp70aay5-dd110bc702ec8e91c9f864d2e0e350e4 av-special-heading-h3 blockquote modern-quote  avia-builder-el-37  el_after_av_hr  el_before_av_textblock '><h3 class='av-special-heading-tag'  itemprop=\"headline\"  >If you could give any advice to other entrepreneurs, what would it be?<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lp70agzj-46b30a5178a7d23f1403044aa0b2bbd0 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"modular-text section\" data-section=\"How do you choose the right people for a company like Too Good To Go?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"How did you manage the crisis of the pandemic, and how has that affected your leadership style? \">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"If you could go back in time and share lessons with your younger self, what would you say?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"Knowing what you do now, if you were going to start a new business, what space would you get into?\">\n<div class=\"c\">\n<div>\n<div class=\"modular-text section\" data-section=\"If you could give any advice to other entrepreneurs, what would it be?\">\n<div class=\"c\">\n<div>\n<p>\u201cI think everyone who has an entrepreneur inside, those skills and the grit, should really think about how we can build better companies. How can we really optimise for what the world needs more of? How can we leave a better place behind?\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6fnsec-d567ad56378f502d736a717e9e48bb88\">\n.avia-section.av-6fnsec-d567ad56378f502d736a717e9e48bb88{\nbackground-color:#ffffff;\nbackground-image:unset;\n}\n<\/style>\n<div id='related-posts'  class='avia-section av-6fnsec-d567ad56378f502d736a717e9e48bb88 alternate_color avia-section-default avia-no-border-styling  avia-builder-el-39  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2774'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4a1xp0-5b5f73cc11492dbac4402544d1fa5b75\">\n#top .av-special-heading.av-4a1xp0-5b5f73cc11492dbac4402544d1fa5b75{\npadding-bottom:40px;\n}\nbody .av-special-heading.av-4a1xp0-5b5f73cc11492dbac4402544d1fa5b75 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-4a1xp0-5b5f73cc11492dbac4402544d1fa5b75 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-4a1xp0-5b5f73cc11492dbac4402544d1fa5b75 av-special-heading-h2 blockquote modern-quote modern-centered  avia-builder-el-40  el_before_av_postslider  avia-builder-el-first '><h2 class='av-special-heading-tag'  itemprop=\"headline\"  >Related articles<\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  data-slideshow-options=\"{&quot;animation&quot;:&quot;fade&quot;,&quot;autoplay&quot;:true,&quot;loop_autoplay&quot;:&quot;endless&quot;,&quot;interval&quot;:&quot;7&quot;,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;show_slide_delay&quot;:90}\" class='avia-content-slider avia-content-slider-active avia-content-slider1 avia-content-slider-odd  avia-builder-el-41  el_after_av_heading  avia-builder-el-last  av-slideshow-ui av-control-default   av-no-slider-navigation av-slideshow-autoplay av-loop-endless av-loop-manual-endless '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Blog\" ><div class=\"avia-content-slider-inner\"><div class=\"slide-entry-wrap\"><article class='slide-entry flex_column  post-entry post-entry-4846 slide-entry-overview slide-loop-1 slide-parity-odd  av_one_third first real-thumbnail posttype-post post-format-standard'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><a href='https:\/\/techleap.nl\/blog\/prinsjesdag-2023-key-takeaways-from-budget-day-for-the-dutch-startup-and-scaleup-community\/' data-rel='slide-1' class='slide-image' title='Prinsjesdag 2023: Key takeaways from Budget Day for the Dutch startup and scaleup community'><img decoding=\"async\" fetchpriority=\"high\" width=\"495\" height=\"400\" src=\"https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/12\/Prinsjesdag-2023-495x400.webp\" class=\"wp-image-4848 avia-img-lazy-loading-not-4848 attachment-portfolio size-portfolio wp-post-image\" alt=\"\" \/><\/a><div class=\"slide-content\"><header class=\"entry-content-header\"><h3 class='slide-entry-title entry-title '  itemprop=\"headline\" ><a href='https:\/\/techleap.nl\/blog\/prinsjesdag-2023-key-takeaways-from-budget-day-for-the-dutch-startup-and-scaleup-community\/' title='Prinsjesdag 2023: Key takeaways from Budget Day for the Dutch startup and scaleup 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src=\"https:\/\/techleap.nl\/wp-content\/uploads\/sites\/2\/2023\/08\/Adyen-1-495x400.webp\" class=\"wp-image-4232 avia-img-lazy-loading-not-4232 attachment-portfolio size-portfolio wp-post-image\" alt=\"\" \/><\/a><div class=\"slide-content\"><header class=\"entry-content-header\"><h3 class='slide-entry-title entry-title '  itemprop=\"headline\" ><a href='https:\/\/techleap.nl\/blog\/12-things-you-should-know-about-adyens-success-story-podcast-with-pieter-van-der-does-ceo-at-adyen\/' title='12 things you should know about Adyen\u2019s success story &#8211; podcast with Pieter van der Does, CEO at Adyen'>12 things you should know about Adyen\u2019s success story &#8211; podcast with Pieter van der Does, CEO at Adyen<\/a><\/h3><span class=\"av-vertical-delimiter\"><\/span><\/header><div class=\"slide-meta\"><time class='slide-meta-time updated'  itemprop=\"datePublished\" datetime=\"2023-08-17T13:52:42+02:00\" >August 17, 2023<\/time><div class=\"slide-meta-del\">\/<\/div><div 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itemtype=\"https:\/\/schema.org\/mainEntityOfPage\" ><span itemprop='name'>12 things you should know about Adyen\u2019s success story &#8211; podcast with Pieter van der Does, CEO at Adyen<\/span><\/span><\/span><\/article><\/div><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":9,"featured_media":2779,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[45],"class_list":["post-2774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-the-scale-lab"],"acf":[],"_links":{"self":[{"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/posts\/2774","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/comments?post=2774"}],"version-history":[{"count":30,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/posts\/2774\/revisions"}],"predecessor-version":[{"id":4387,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/posts\/2774\/revisions\/4387"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/media\/2779"}],"wp:attachment":[{"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/media?parent=2774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/categories?post=2774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/techleap.nl\/wp-json\/wp\/v2\/tags?post=2774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}