Inside the clone factory: the story of the Samwer brothers and Rocket Internet

Barba once wrote a playful clone manifesto. Among its laws: “If you can’t answer how you got the idea for your startup, you might be a clone.” Instead of releasing the manifesto, he launched co-found.me, a group that matches people with ideas to people who can provide the technology. Even Reber, the founder of the anti-copycat movement, agrees that clones have served a useful purpose. “The reason we exist is because of the Samwers, because they have demonstrated that we are able to create fast-growing startups [in Berlin],” he says. But, he adds, “The way they do it at the moment is the old way and now there is a new way: working on innovative ideas.”

Oliver Samwer and Stefan Glaenzer both mention the Japanese automobile sector when explaining how copying can foster innovation. “People talk about the Toyota Prius, but what about all the other cars Toyota made?” Oliver asks. “Were they the first? No. Before, Toyota copied the German cars. The Japanese copied everything, then [it came up with] the Prius.” Glaenzer says: “If you start competing against someone who is more knowledgeable and successful, it’s best to copy, to learn and to achieve a level where you can become more innovative. That’s exactly what has been happening in Berlin in the last 12 to 18 months.”

So what’s next for the brothers? “I can’t tell you my long-term strategy,” Oliver answers. But then adds, suggestively: “Over time, we’re going to do the entire spectrum of ideas.” These ideas, it turns out, will be executed without the help of two of the four managing directors who were running Rocket Internet until recently.

Weiss and Uwe Horstmann are among those who have decided to leave. They have received £41 million in investment to launch Project A Ventures, which has set up shop roughly 500 metres from Rocket. They aim to compete with the Samwers, while not copying their formula outright. A broader range of products is promised.

Weiss says Oliver was upset when he was told the news, and that at least 25 employees from Rocket and its portfolio of companies had already defected. Contacted for comment in January, Oliver says in an email (reprinted on the previous spread): “One thing will never change, that we continue to build many of the best companies outside the USA over and over again.” With that, he signs off — “Best, Oli.”

Matt Cowan wrote about failing to succeed in 05.11

Oliver Samwer goes on the record

As this story went to press, Oliver Samwer sent the following email to WIRED:

You know that I focus more on the companies that I help to build than press, so here [are] just the facts so that you understand why Techcrunch [reporting on Rocket Internet departures] is completely off…

1. Rocket is already bigger now than it was in november when Christian [Weiss] left. We are growing in number of people and companies every month.

2. Christian was one of 50 people to drive Rocket, so losing him has no impact (see above). He was never involved in the building of any of the bigger companies, since his strength was never execution. Still I wish him well and we have a very good relationship (see 3).

3. Leaving people [sic] is as normal as from time to time partners at Goldman Sachs leave to pursue independent things (like start hedge funds).

4. We currently have the best team ever and it is getting bigger and better every day, therefore anyone who doubts Rocket’s success in the future has not really understood Rocket’s strength: we are the best global group at execution and we continue to do this in the next years. Andrew Mason [Groupon’s CEO] said in public at DLD a week ago that the Samwers are among the best entrepreneurs he has ever met (these are the things that really matter since he knows how we really are).

5. With regards to the [blitzkrieg] email: I apologised for the inappropriate language. Many comments understood the rest of the email and i got a lot of friendly comments about the passion that we have about building great companies…

You decide yourself how fair and how much your story should reflect reality. One thing will never change; that we continue to build many of the best companies outside the USA over and over again.

Best, Oli.

This article was originally published by WIRED UK