How the scale-up clockin is mastering growth and internationalization

In 2017, the Digital Hub Accelerator was still in its infancy. Compared to 2024, there was little experience and only a small network of mentors and companies. Nevertheless, the founders of clockin were happy that there was already a first structured network for startups. Since then, the Digital Hub münsterLAND and clockin have evolved significantly. The last few years have been marked by profound changes and impressive growth for clockin. The startup, which specializes in innovative solutions for digital time tracking and more for small businesses, has developed into a structured growth company. Most recently, the startup was accepted into Batch #3 of the Scale-up.nrw program. Our board member Sebastian was able to talk about this in detail with CEO Frederik Neuhaus and CMO Jonas Tünte.

The path to product-market fit

A glance at the figures clearly shows clockin's success: within two years, the team grew from around 15 to just under 30 employees. Demand for the time tracking platform increased enormously as a result of a decisive court ruling. The Federal Labor Court ruling on mandatory time tracking from 2022 was a real game changer. Not only did it attract media attention – clockin was featured in publications such as Der Spiegel and Die Welt – but it also positioned the company as a leading provider in the public debate. The founders “knew the ruling was coming” and had prepared for the moment accordingly. When the verdict was finally handed down, clockin launched a PR offensive. Demand skyrocketed, while broad market acceptance provided the company with an ideal starting point.

Over the past two years, we have taken a giant leap toward professionalization. We have moved away from the early stage phase to become a structured company that is continuously generating more growth and expanding its reach.

CMO Jonas Tünte

Achieving product-market fit was not a sudden process for clockin, but rather a continuous one, characterized by structuring, automatization, and consistent testing. Unlike many startups that focus on a few large customers, clockin pursued a product-led growth approach from the outset. The goal: to develop a product that sells itself, especially to small and less digitally savvy companies. For three to four years, clockin worked almost exclusively on optimizing their processes and building a scalable product. The turning point came in 2022, when the team realized that the system was stable even under heavy load.

This successful scaling marked the beginning of a new phase. The startup tested the scalability of its marketing and sales processes by gradually increasing its budgets – first doubling them, then tripling them. At the end of 2022, a six-figure sum was invested in marketing, and the results were impressive. This was the moment when Clockin finally entered the scaling phase and laid the foundation for further growth.

More than time tracking and more of everything

Although the court ruling focused attention on the issue of time tracking, clockin has long positioned itself as a versatile platform for the “deskless workforce,” meaning employees in companies without their own desks. The aim is to offer employees without an office workspace an intuitive, digital connection to the company. Globally, 80% of the workforce is “deskless,” and a large proportion of them are not digitized. This approach, combined with a modern app version that was introduced a year ago, enables companies to easily digitize previously manual processes. This includes not only time tracking, but also the documentation of work results and the use of AI to make handwritten notes machine-readable. With the transition to the growth phase and the expanded functionality of the software, clockin faced new and complex challenges. clockin also takes a unique approach to team expansion.

We didn't need to hire top talent from outside because we have a large founding team of five people. Three of us have known each other for years, which creates a strong basis of trust. Every important position in our company is filled directly - from a chief developer with a PhD to IT security and marketing to sales and finances. Instead of relying on senior hires, we gave young talents with intrinsic motivation a chance.

CEO Frederik Neuhaus

This strategy was also well suited to the challenges facing the region. In Münster, there were only limited resources available for experienced managers in the startup sector. As the company grew, so did its complexity: processes had to be professionalized, structures created, and leadership skills developed. The challenge was to strike a balance between an efficient organizational structure and the agility of a startup. This phase was characterized by learning processes and bold decisions. The company made a conscious decision to remain independent and pursue capital-efficient growth.

Scale-up.NRW and looking beyond state borders

On the recommendation of Digital Hub münsterLAND, clockin applied for the Scale-up NRW program and was promptly accepted into the third batch. Participation in this exclusive support program marked another milestone in the company's history. Scale-up NRW offers participating companies access to a broad network of experts, mentors, and other up-and-coming companies. With the support of the program, clockin began to analyze potential international markets in a targeted manner. clockin's experience with the program has been very positive:

The Scale-up NRW program really delivers. The team is extremely dedicated and stays on top of things. What's particularly valuable is that in every area where you face a scaling challenge, you can call on a mentor who has already successfully mastered that very situation.

CMO Jonas Tünte

Participation in events such as the Web Summit in Lisbon or conferences in Dubai and London provided an opportunity to establish valuable contacts and gather initial impressions of market opportunities in various regions. It became apparent that the demand for clockin is not limited to German SMEs: internationally, there are also numerous companies facing similar challenges in the digitalization of their deskless workforce. clockin has recognized that the product works worldwide. Despite the attractive prospects abroad, the German market remains a core focus for clockin, as the domestic market is far from saturated. Internationalization is therefore being pursued strategically and gradually so as not to lose focus.

Looking ahead with new partners

Clockin's journey is far from over. In particular, the question of which partners the company would like to work with to secure an even brighter future has been discussed at length internally.

Thanks to our strong cash flow, we have always been able to choose who we want to work with. The question of when we need external partners for financing is a fundamental one that we have discussed often and at length. Ultimately, it's about how big the company can become and which partners are best suited to help us achieve this growth.

CEO Frederik Neuhaus

In November 2024, a new partnership was announced. clockin is starting to prepare for its expansion into other European markets with the support of D11Z Ventures and SCALEHOUSE Capital. The partners are not only providing a seven-figure investment, but also strategic added value through access to international markets. clockin is aiming not only for greater growth, but also for sustainable growth. With its proven product philosophy and a strong team behind it, clockin is looking forward to a promising future. Without a doubt, this startup is one of the most successful teams in the region. We are excited to see their next milestones.