is tough, so Alexander Rinke, co-CEO and co-founder of Celonis, tried a quirky way to cut marketing costs: send handwritten letters to would-be clients.
The plan worked. They sent 1,500 handwritten letters to executives of German businesses, dozens of which turned into solid sales leads. When a local broadcast station expressed interest in their tool, Rinke and his colleagues formed the startup in 2011. Each founder pitched in about $,5000 giving the company an initial investment of $15,000. "We bootstrapped for five years," Rinke said.
One of their goals was to help ease the burden of IT support teams, who often have had to deal with repetitive and sometimes confusing tasks.
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