The German Entrepreneurial Awards: Promoting a Pioneering Spirit
Michael Tribus, Senior Partner and Global Industry Director for the Consumer Goods and Retail sector at Porsche Consulting
©Porsche Consulting
Entrepreneurship means having the courage to take things on. To reconceive and refigure them. In concrete terms, to work on the innovations of the future. Brilliant ideas alone are not enough — we also need the right people behind them. Individuals who, despite the high risks involved, do not hesitate to devote passion and energy to turning visions into ventures. That is what the German Entrepreneurial Awards (Deutscher Gründerpreis) stand for. In conjunction with “Stern” magazine (from 2025: German newspaper F.A.Z.), the Sparkasse banks, the ZDF public broadcasting company, and Porsche, the German Entrepreneurial Awards have been honoring outstanding entrepreneurial performance annually since 2002, in four categories: Student, Start-Up, Rising Star, and Lifetime Achievement. The aim is to find the talented individuals who can become the great entrepreneurs of the future in Germany. Their number is not large. Every year, we seek the very best of them.
And we have in fact done so with the majority of enterprises honored thus far. Many of the winning companies are now highly relevant to the status of Germany as an industrial site. One of these innovative frontrunners is Aleph Alpha, the largest German AI company. Its founders developed their own AI system, which is eminently competitive with that of OpenAI. Tonies, another winner, has reimagined a market sector with its Toniebox and innovative audio experiences for children. A mere seven years after being founded, the company can show a very successful stock market launch. Yet another outstanding example is the Traceless Materials start-up. With its alternative to plastic, its founding team is making a serious contribution to a more sustainable world.
For us what counts is not only to identify the best young entrepreneurs in Germany, but also to create a community. A community in which top talents network with each other and can spread their entrepreneurial spirit. It is inspiring to see that there are people in Germany ready to roll up their sleeves. Who dare to dive into the deep end. Who have the courage to get up and go — successfully so — despite all adverse external circumstances such as bureaucracy, policy hurdles, and tight conditions in terms of funding.
We at Porsche Consulting want to foster this entrepreneurial spirit with our own commitment, by sharing our expertise and experience in building efficient businesses. All six of the finalists in the Start-Up and Rising Star categories receive four weeks of consulting from us. We provide the founders with assistance targeted precisely to their specific situation. Emphases differ depending on company size. But our work generally focuses on the following questions: how can the enterprise be scaled up? How can it attract investors? How can it enter new markets? And what is the right way to structure and expand its organization?