You don't need more leads.
You need buyer commitment.
The Conversion Lab turns active German buyer interest into structured progression toward commitment. It's a case-based execution cadence.
Built for tech founders serious about Germany
The Lab is for founders serious about Germany, whether you're already navigating pilots, evaluations, and procurement, or still working to find and open your first real German situation. If you have a deal, we help you move it. If you don't yet, we help you find and pursue one. Startup Welcome Package alumni are very welcome, but the Lab is open to any tech startup ready to do the work.
✓ This is for you if…
- ✓ You're an international B2B tech founder or growth team serious about the German market.
- ✓ You're navigating pilots, evaluations, partner discussions or procurement, or working to open your first.
- ✓ You want to translate interest (or ambition) into a concrete next commitment.
- ✓ Germany is strategically relevant, and you're ready to do real work on it.
– Not the right fit yet if…
- – You're not genuinely serious about entering or growing in Germany.
- – You're looking for generic sales coaching or networking.
- – You want curriculum modules rather than live case work.
- – You're not ready to do real, hands-on work between sessions.
A structured cadence for closing German deals
Bi-weekly remote sessions where we work on your real German buyer cases: the concrete blockers, the internal decision-makers, and the next binding step. German deals rarely fail loudly. They drift. The Lab exists to keep yours moving.
Structured progression
Progression doesn't happen automatically. Every session drives your deal one measurable step closer to commitment.
Real case work
The unit of work is a live case: a real buyer, a real blocker, a desired commitment. Not a theory module.
Operator challenge
Cases are prepared and pressure-tested in advance by an operator team with decades of internationalization experience.
Peer acceleration
A strong room raises standards, reduces blind spots, and makes progress visible. Every case is relevant for everyone.
Pain & delta diagnosis
We diagnose real decision pressure and track the delta (what changed since last session) to decide where to push.
One binding next step
Leave every session with one concrete action, owned by one person and executable before the next session.
How each session works
We don't collect status updates. We pressure-test the path toward commitment. The same logic, every time.
Delta focus
What changed since last session: expected, unexpected, and the most relevant shift in buyer behaviour.
Real blocker
What prevents the next decision? Urgency, authority, value, or internal risk, in decision mechanics, not abstractions.
Next step
One concrete action that moves the conversation forward toward an irreversible, binding commitment.
Commitment standard
Concrete, owned by one person, executable before the next session. Weak commitments slow progress.
What participants say
Real voices from the Conversion Lab, and from the Startup Welcome Package journey that leads into it.
These videos are from the Startup Welcome Package, the program the Conversion Lab grew out of. They show what that experience looks like.
Startup Welcome Package · Batch #5
Program highlight reel
Gabriel Gonçalves
Founder, SmartHow · Brazil
Dr. Winfried Richter
CEO & founder, Pioniergeist · program host
Simple, monthly, no lock-in
- Bi-weekly remote sessions & structured case review
- Fixed cohort, max. 4 teams
- Monthly basis · cancel anytime with 30 days' notice before the next billing cycle
- B2B only · EU VAT reverse-charge applies
Backed by the Stuttgart Region
The Conversion Lab grew out of the Startup Welcome Package and is financially supported by WRS, the Stuttgart Region's economic development agency, which covers roughly half of each startup's monthly fee. You don't need to be an alumnus to join, it's open to any tech startup serious about Germany.
Participation runs monthly and renews automatically. Termination by email is sufficient. No long-term contract, no seat-selling. A strong room matters more than a full one.
Secure your seatWho guides you
The Conversion Lab is a joint initiative of the Stuttgart Region Economic Development Corporation (WRS) and Pioniergeist GmbH, built to help international founders win in the German market.
Pioniergeist runs the program, with 30+ years of experience inside German industry and Mittelstand: developing leaders at globally known manufacturers, and advising boards through moments that decide a company's direction.
That's the instinct we bring to your case: how German organisations really make decisions, and what it takes to move them.
Depending on the session, external mentors such as sales coaches and experienced founders join to pressure-test specific cases.
Bring your German ambition, or your live case
Tell us where you are with Germany: an active deal, or the ambition to open one. We invite real situations into a structured decision environment, not seats to fill.