The story
Built from scratch.
Scaled with intent.
In January 2022, I co-founded FLEXXI Care with one goal: make professional in-home caregiving accessible for German families. There was no funding, no team, no existing demand. Just a problem worth solving.
The first challenge wasn't marketing — it was existence. A two-sided marketplace is a chicken-and-egg problem. I had to build supply and demand simultaneously, on a €2K/month budget, in one of the most trust-sensitive sectors imaginable.
So I didn't run ads first. I built community first. A Facebook group that grew to 30,000 members became the distribution layer. Real families helping real families — and discovering FLEXXI in the process.
From there, I layered in SEO (54 articles, 6.4M impressions), performance marketing (€2 CPL, sustained), and eventually a B2B motion when the data showed institutional clients had 5× the LTV of individual users.
The result: a functioning platform, a validated B2B segment, and a growth system that runs on content, community, and conversion — not just ad spend.