On Monday, 27 April 2026, the Social Impulse Hub launched its new phase of the TASK4ISI project at Salinestraße 38, specifically the Business Matchmaking Program. This training session focused on one of the most essential elements of entrepreneurship: understanding your customer. Facilitated by Nohran Othman from Startup Migrants, the workshop opened with an engaging round of introductions that quickly set the tone for collaboration. Participants mingled, exchanged their startup ideas, and discovered shared challenges and ambitions as aspiring entrepreneurs. This initial interaction created an open, energetic atmosphere that carried through the rest of the session.
The session then moved into a deep exploration of how the sales process mirrors the startup journey itself. It all begins with identifying a real problem and understanding the relationship between you and the people you aim to serve. From there, participants were introduced to the core elements of customer journeys, sales cycles, and buyer motivations, gaining practical frameworks and tools to strengthen their business ideas and communicate their value more effectively.
A central part of the session was the distinction between B2B and B2C sales. While B2B cycles tend to be longer, relationship‑driven, and shaped by multiple stakeholders, B2C cycles rely more on emotional drivers, fast decision‑making, and strong customer experiences. By comparing these two worlds, participants learned how different market segments require different approaches, from understanding buyer personas to tailoring communication and value propositions. The group also explored the six basic stages of the customer journey—know your customer, awareness, consideration, acquisition, retention, and advocacy—highlighting how each stage builds trust and shapes long‑term customer relationships.
Another key focus of the workshop was the development of personas and the importance of validating assumptions. Participants were encouraged to build simple, functional personas based on real customer needs, and then test them through conversations and feedback. Through examples such as Zalando and Factiverse, the session illustrated how personas guide product development, marketing, and problem‑solving. The day concluded with a discussion on validation and testing, emphasizing three core questions every entrepreneur must answer: Is this a real pain point? What is the scale and scope of the problem? And is there a willingness to pay?
By the end of the session, participants left with a clearer understanding of how to map customer journeys, differentiate between market segments, and build personas that truly reflect user needs. The workshop strengthened their ability to design meaningful solutions, communicate value, and approach sales with confidence—key steps in advancing their entrepreneurial ambitions.
The project has been co-funded under the Interreg Central Europe program of the European Union through the project “TASK4ISI” – Transnational Action to advance SKills and competences FOR Inclusive entrepreneurship and Social Innovation.
