Born Global Meetup Leipzig - International founders

Did you know that eye-tracking technology could help you understand your customer journey or identify problems in your customer onboarding process?

If you want to learn more, this workshop is for you!
In this workshop, you will get hands-on experience with real facial recognition and eye-tracking technology. You'll learn how these tools can be used to improve platforms, websites, materials, and final products.

Our agenda includes:

• An introduction to digital tools and their importance for startups.
• An interactive exercise with eye-tracking and facial recognition.
• A small data analysis of the results.
• A team discussion on the findings.

If you are a tech enthusiast, business owner, or entrepreneur with a business idea, you are welcome to attend. No prior experience is necessary!

⏰ When? Thursday, October 23. Time: 5:00 PM to 7:30 PM
📍 Where? SEPT Competence Center, Ritterstrasse 9-13, Leipzig (second floor)

More about Kevin:
Kevin Andrés Garzón is an Industrial Engineer and MBA with over 7 years of experience in R&D and process improvement. He’s passionate about helping teams improve their operations using data and business analytics.
As a researcher at Leipzig University, Kevin has developed a unique methodology to help startups in their early stages. His goal is to empower new teams to truly understand and design their processes, setting them up for success in the market.

💬“Germans are the toughest customers.”
💬“Germans are scary.”
💬“Germans are never satisfied.”

Sound familiar? Not exactly motivating when you’re trying to grow a business in Germany.

This workshop flips the script. Instead of viewing German customers as intimidating, we’ll explore how to connect with them in ways that build trust 🤝and long-term loyalty.

Together, we’ll look beneath the “hard shell” of German culture to uncover the core values that drive decisions—and learn how to use them to spark sales from the very beginning.

What we’ll cover📌:

• ❌Common misconceptions and mistakes international founders make when marketing to Germans
• 🌍How to localize your website, product, and marketing materials (with and without AI translation tools)
• 💡Practical tips, tricks, and best practices to earn German customers’ trust
• 🎁Bonus: a set of valuable resources and tools to support your next steps

Who it’s for👩‍💻:
Aspiring international entrepreneurs, freelancers, start-ups and business owners who are new to the German market and want to better understand their potential customers here. No German language skills required.

📅 Date: 20.11.2025
🕟 Time: 17:00 – 19:00
📍 Location: Basislager Coworking Leipzig (Peterssteinweg 14, 04107 Leipzig)

Meet Mandy:
Mandy Borchardt is a German marketing strategist and translator helping small non-German businesses to market their brand in Germany.
She did her B.A. and M.A. in translation in Germany and spent a few years abroad in Spain and the UK where she worked mostly in translation agencies and gained her first industry experience.

In 2015 she went freelance full time as a translator for English and Spanish into German, working for translation agencies and direct clients.
After a few years, she started to notice that most end clients need more than just marketing translations. They also need to understand their new target group and adapt their marketing efforts accordingly.
This was when the idea of helping her non-German clients with their marketing in Germany slowly started to grow.