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About us

Raimund Bau and Sebastian Gabel founded So1 in 2012 after their work together as consultants using mathematical models to support numerous consumer goods manufacturers in price setting and budget allocation projects. Today the So1 team consists of leading marketing scientists, IT experts and experienced experts from the consumer goods industry.

So1 offers a completely new approach to price promotions in the consumer goods industry. This approach allows manufacturers and retailers to reach individual consumers with individual price promotions and achieve an ROI that exceeds levels conventionally attainable by as much as a factor of ten.

The technology of the So1 Engine, based on cutting edge econometric methods, precisely calculates the price reduction required in order to induce potentially valuable customers to switch brands or retailers. The price promotions calculated by So1 in this manner can then be delivered by means of wide-reach mobile applications and digital printing.

Management

Raimund Bau

CEO

Raimund Bau

Over the course of various career stages at Henkel in International Market Research and Persil Brand Management, Raimund Bau realized that there was often no valid basis underlying marketing mix decisions. He subsequently decided to found the first marketing mix consulting firm, brand.cision, which offers the latest mathematical models to provide the decision-making basis that was lacking previously. Working in various consulting projects with co-founder Sebastian Gabel, he supported CMOs in price and media mix decisions. In 2013 brand.cision was successfully sold to a business consulting company.
As a founder and CEO of So1, Raimund Bau is responsible for business development and human resources.

Magnus Aufschild

CPO

Magnus Aufschild

Before joining So1, computer scientist Magnus Aufschild was Product Manager at DS Digitale Seiten GmbH, a Team Europe portfolio company, where he spent the first two years of the company’s existence building up and helping run the Product Division. He has many years of experience with Internet technologies, programming interfaces and the challenges facing digital startup companies.
As CPO, Magnus Aufschild is responsible for the interface between the So1 technology and partner companies in the FMCG industry.

Dieter Ebbers

Chief Strategist

Dieter Ebbers

Dieter Ebbers is a mathematician and worked for over 30 years for Henkel KGaA in various positions of responsibility. As Director International Sales and Director for Market Research West Europe, his primary focus was on market research and category management. He led the company's development of its own approach to category management and was responsible for its rollout in numerous countries as well as for the further development of an integrated shopper marketing approach. He also supported the implementation of integrated shopper marketing in many client projects in varous countries which provided the opportunity to observe and help shape the interaction between retail and industry.
As Chief Strategist, Dieter Ebbers is responsible for So1's strategic direction in the consumer goods market and for preparing and establishing long-term strategic partnerships.

Board

Berthold von Freyberg

Partner at Target Partners

Berthold von Freyberg

Berthold von Freyberg has over 23 years of venture capital and technology experience in Germany and the USA. From 1994 to 1997 he worked for Microsoft in Seattle. There, as Program Manager for the Office Product Unit, he led design and development projects for Office 95, Office 97 and FrontPage 98.
From 1989 to 1993 Berthold von Freyberg was a researcher at the Swiss Federal Institute of Technology (ETH) in Zurich and at the Russian Academy of Sciences in Moscow.
Berthold von Freyberg is Chairman of the So1 Advisory Board.

Joachim Schoss

Serial entrepreneur and founder of the Scout24 Group

Joachim Schoss

Joachim Schoss founded the first company of his own in 1990, TellSell Consulting GmbH in Frankfurt and his second in 1992, Callcenter Telcare GmbH in Wilhelmshaven. Both companies were successfully sold to strategic partners in 1996 and 1997. Then in 1997 came ImmobilienScout24 GmbH, Berlin, followed in 1998 by Scout24 AG, where he was the largest private investor, the first CEO and where he remained advisory board president until the company was acquired by Deutsche Telekom.
Today he is a member of various supervisory boards and boards of directors, a business angel and management board member at several startup companies (including ResearchGATE, Bankhaus Herzogpark, askTheCircle and bettermarks), as well as a board of trustees member at various non-profit institutions (e.g., Montessori Education Fund and the foundation he founded, MyHandicap).
Joachim Schoss is a Member of the So1 Advisory Board.

Dr. Heinz Müller

Leading FMCG sector expert and former Head of International Sales at Henkel

Dr. Heinz Müller

Dr. Heinz Müller studied business and economics in Bochum and in Cologne, where he earned his doctorate. In 1982 he joined Raab Karcher in Essen and worked there in Corporate Marketing for two years before moving to Henkel KGaA in Düsseldorf. For Henkel he spent four years in Barcelona, Spain as a Product Manager from 1984 to 1988 before returning to the company’s German headquarters to a position as a Key Account Manager and Deputy Head of Sales, which he held until 1994. From 1994 to 1996 he was Marketing Director in Spain, responsible for the laundry detergent business there. In 1997 he returned once again to the company headquarters in Düsseldorf where he was Sales Director Germany and then International Sales Director. Heinz Müller left Henkel in 2011 after 25 years with the company in various management roles.
Dr. Heinz Müller is a Member of the So1 Advisory Board.

Dirk Freise

Partner at Shortcut Ventures

Dirk Freise

Dirk studied Business Administration in Hamburg and holds an MBA from UC Berkeley. During his studies at Berkeley he co-founded handy.de which became Europe's largest mobile entertainment provider and has since been acquired by Bertelsmann. In 2005 he co-founded blau.de, which soon became Germany's largest discount MVNO. In 2008 blau.de was sold to KPN. In both companies Dirk was responsible for the Operations as well as products and IT.

Together with his business partners, Dirk started Shortcut Ventures, a VC Fund in 2011 focusing on the early stages of investments in the digital space.
Dirk Freise is a Member of the So1 Advisory Board.

Science

Sebastian Gabel

CRO

Sebastian Gabel

Physicist and economist Sebastian Gabel co-founded a marketing mix consulting firm along with Raimund Bau. He was primarily responsible for mathematic algorithms. The processes developed there helped numerous CMOs in the FMCG industry to take better marketing decisions and they remain demonstrably unique in the consulting world to this day. In 2013 it was successfully sold to a business consulting company.

Sebastian Gabel supports So1 in fundamental research and algorithmic development. He co-founded So1 together with Raimund Bau.

Prof. Dr. Daniel Klapper

Professor of the institute of Marketing at Humboldt-University in Berlin

Prof. Dr. Daniel Klapper

Daniel Klapper received his Ph.D. in 1997 and his habilitation in 2000 from the Humboldt University Berlin in Germany. Before he became a member of the marketing department at the University of Frankfurt in April 2006 he was 5 years a chaired professor of marketing at the University of Kiel in Germany. Since April 2012 Prof. Dr. Daniel Klapper holds the professorship of the marketing department at the Humboldt-University in Berlin.
Prof. Dr. Daniel Klapper supports So1 on a scientific level.

Investors

Target Partners

Venture Capital Investor from Munich

Target Partners

With 225 million euro capital under management, Target Partners is one of the leading venture capital investors in Europe.
Target Partners invests in young technology companies in Germany, Austria and Switzerland. Through personal commitment, a global network and extensive experience as entrepreneurs, managers, and venture capital investors, they help smaller startups build great companies. The partners of Target Partners have years of collective experience as successful entrepreneurs, managers, and venture capital investors in Europe and the USA. They have themselves founded or managed companies, themselves developed or sold technology products. In Europe and the USA, Target Partners has built a large network in industry and venture capital.

Analyx Ventures

Seed Investor with focus on analytics

Analyx Ventures

Analyx Ventures invests in very early stage companies in Central Eastern Europe, Western Europe and North America. The investment focus is mainly on topics about B2B analytics, where value can be added way beyond the financing function through the own consulting company Analyx with its diverse mix of capabilities. The network of Analyx Ventures in Germany and Poland can foster a European market entry and the methodological background in data analysis can open additional revenue streams. In its own incubator young companies can be brought to the next growth stage and beyond within 12-18 months.

Shortcut Ventures GmbH

Venture Capital Investor from Hamburg

Shortcut Ventures GmbH

Shortcut Ventures is an early-stage investor with a focus on the digital economy based in Hamburg. Shortcut Ventures supports creative entrepreneurs to disrupt industries and to shape new markets.
In accordance with the motto „for founders by founders" each partner of Shortcut Ventures has founded at least two successful companies himself and can thus perfectly support founders with first-hand experiences.