Process Mining Conquers the New World

When Alexander Rinke flies back to his new home - New York - his luggage usually includes sweets. "The German gummy bears simply taste better."

The co-founder and chief product owner of Celonis already helped develop process mining in Munich and has been a New Yorker for about six months: He came to boost the business in America.

And he still raves about the USA and the metropolis of millions. It was easy for him to get started, because here he can do what he likes best: build.

He benefits from the fact that Big Data technologies are getting a lot of attention in the USA. So the conditions are ideal for process mining, because it is an exciting new category - made marketable by Celonis.

Celonis' brand awareness is also growing in the U.S. - not surprising, since process mining fulfills companies' desire for greater efficiency, transparency and compliance in business processes.

The American openness and enthusiasm towards new technologies also increases interest in the German start-up.

Innovation-friendly America

A new market, however, requires a rethink in market development: the usual technology-oriented approach no longer fit.

American companies want to see application examples directly: "Sounds like a great idea, show me how it works"Europeans, on the other hand, question technical details first and are generally more critical of new technologies, according to Rinke's experience.

This risk appetite of the Americans and the interest in innovation shortened the start-up phase considerably for Celonis compared to the German market.

The U.S. market, while as large as that in Europe, is easier to serve due to similar cultural values and the common language of English.

But the step onto the American market was not as easy as it sounds.

According to Rinke, "conquering" the market from Germany is not possible:

"You have to be on site to get a feel for how business is done there. You can't do that from Munich."

Celonis already did a lot of preparatory work half a year before the step across the pond. Recommendations from satisfied customers were used, there were many visits to the U.S., initial customer contacts were made and partner discussions were held - and finally, there were the first references.

The global partnership with SAP also helped raise Celonis' profile.

New York was deliberately chosen as the first base. The East Coast offers interesting opportunities for Celonis with companies from the manufacturing, chemical, pharmaceutical and life science industries.

This customer proximity is very important to the originally Bavarian start-up - founded in 2011.

Another office was opened in Miami, because it is a good starting point for the first Latin American business relations. But New York's proximity to Germany was also welcome. A smaller time difference naturally optimizes the exchange with Europe.

Big plans

However, the offices in New York and Miami are only the first steps of the expansion, because Celonis has big plans for the USA: Five to six more offices - among others in Silicon Valley - are planned in the next few years.

A broad customer base is to be developed as quickly as possible. This is a realistic approach, as Celonis is the global technology leader in process mining and has already been able to win several Fortune 500 companies such as Cisco, Adobe and Dow Chemicals as customers in the first few months in the USA.

A starting position that must now be exploited. Rinke has arrived in the USA. He appreciates the customer contact with Americans who are keen to experiment and whom he is only too happy to inspire with the innovative Celonis technology, and he enjoys life in the city that never sleeps.

However, he does not have a secret recipe for guaranteed success in the USA:

"You have to adapt and not assume that business will be the same as it is at home."

And that's probably how it will remain.

But there's one thing that can't be missing in the U.S.: Bavarian Gemütlichkeit - a Wiesn picture is already hanging in the office in the middle of Manhattan. And of course, the American colleagues have to learn what "a gscheit's Weißbier" tastes like.

A Wiesn flight to Munich for the entire American Celonis team has already been booked.