Successful start-ups: From the first idea to your own AI start-up

Many students and early-career researchers have ideas with the potential to become startups—but they don’t know how to take that first step. The example of Crateflow shows how an initial idea can turn into a successful company. The startup was founded by graduates of what is now RPTU and combines technical expertise with entrepreneurial courage.

“We help companies build reliable supply chains,” says founder Markus Heidt, summarizing the business model of his startup, Crateflow. Together with co-founder Daniel Antonatus, he launched an AI-powered platform for inventory optimization and supply chain planning. The idea behind it sounds simple but is highly effective: A warehouse should hold exactly as much material as is actually needed—no more, but also no less.

To achieve this, Crateflow’s AI platform analyzes historical sales data, customer behavior, and external factors, forecasts demand across the entire supply chain, and detects anomalies—such as sudden fluctuations in demand—at an early stage. The effect is measurable: “This approach can reduce inventory levels by about 30 percent, while at the same time increasing companies’ revenue by about 20 percent,” says Markus Heidt.

“This approach can reduce inventory levels by about 30 percent, while at the same time companies increase their revenue by about 20 percent,” says Markus Heidt, explaining the benefits of Crateflow’s AI platform.

The offering is particularly attractive to medium-sized manufacturing companies—such as automotive suppliers or plastics manufacturers. “These medium-sized manufacturers are the backbone of large companies and, thus, of the industry as a whole,” emphasizes Markus Heidt, well aware that Crateflow is striking at the heart of the German economy.

From an Internal Problem to a Business Idea

The idea for the startup didn’t originate in a lecture hall, but in the real world. After completing his computer science degree at what is now RPTU, Markus Heidt first entered the private sector and worked as a data scientist at a major German supermarket chain. There, he dealt precisely with the questions that now form the core of Crateflow: Which and how many products should be available in the warehouse, and when?

In the process, he recognized enormous potential for optimization—and the opportunity to turn it into his own company. To launch the company, he brought a college friend on board: Daniel Antonatus, a graduate in business administration. Together, they decided to apply for an EXIST startup grant to secure the early phase of their self-employment financially.

Launching a Business with Expert Guidance

For the application, they needed a mentor—so in 2024, they knocked on the door of Dennis Steininger, a professor of business administration specializing in entrepreneurship at RPTU. “It’s viewed favorably when the mentor is an expert in the field,” Steininger reports, drawing on his experience. The AI startup’s concept was a perfect thematic fit with his research areas of entrepreneurship and digital innovation.

Daniel Antonatus already knew Steininger from his undergraduate studies—particularly from courses designed to prepare students for starting businesses in the digital sector. “I want to motivate students to try their hand at entrepreneurship first in a safe environment,” says Steininger, explaining the purpose of those very courses. Dennis Steininger is also one of two entrepreneurship ambassadors for Business Studies and Economics at RPTU. This means he works to raise awareness of entrepreneurship among students and staff within the department.

The Team as a Success Factor: Diverse, Motivated, Complementary

What does it take to successfully start a business? For Dennis Steininger, the answer is clear: “Passion for what you do—and a small, diverse team.” Two to three people with different skill sets are ideal. Crateflow is a good example of this: While Markus Heidt, as CEO, is responsible for product, sales, and strategy, Daniel Antonatus, as COO, handles finances and business management.

The founders received additional support from the startup office at RPTU and Kaiserslautern University of Applied Sciences. Through the startup office, they also submitted their application for the EXIST startup grant—with success. Crateflow received funding from the Federal Ministry of Economics for one year. “Thanks to the outstanding work of the startup office at RPTU, led by Katharina Neitzel, the success rate for EXIST startup grants is around 90 percent,” emphasizes Steininger—compared to just 50 to 60 percent nationwide.

“The success rate for EXIST startup grants at RPTU is around 90 percent. Nationwide, it’s only 50 to 60 percent.”

Once the funding was secured, the real work began: developing prototypes, understanding customer needs, and building networks. “I went from being an employee to an employer,” says Heidt, describing the shift in his perspective at the time. During this time, the founders were affiliated with Dennis Steininger’s department, utilized its infrastructure, and received support from his team on organizational and administrative matters. “We tried to be a good sounding board,” says Steininger.

They acquired their first customers at trade shows. Their approach was always the same: first listen, understand the customer’s context and needs—and then present a tailor-made solution. “Crateflow doesn’t sell consulting services, but rather software that automatically optimizes customers’ inventory planning on a daily basis—with measurable results: less capital tied up in inventory, greater delivery capacity,” emphasizes Markus Heidt.

They started with companies in the region; now they maintain contacts with customers and investors as far away as the U.S. After the EXIST grant program ended, Crateflow was able to secure five investors—including the Investitions- und Strukturbank Rheinland-Pfalz (ISB). The company’s growth speaks for itself: It is now based in Worms as Crateflow GmbH, currently employs ten people—and has yet to lose a single customer.

Tips for Aspiring Entrepreneurs

What advice do the founders offer? Markus Heidt says, “You have to dare to take the plunge.” But he also emphasizes the importance of networking early on and carefully choosing your co-founders. Daniel Antonatus sums up the latter point this way: “You reap what you sow—after all, you spend a lot of time together.”

Dennis Steininger also encourages people to give entrepreneurship a try. Starting a business means rolling up your sleeves and thinking outside the box: “You’re a decathlete.” Furthermore, studies show that founders are particularly satisfied with their work—mainly because of the high degree of autonomy and personal responsibility. These are all advantages that Daniel Antonatus and Markus Heidt knew how to make the most of: Thanks to a good idea and their entrepreneurial courage, they’re looking toward a promising future.