Fabienne Stanitz is the visionary founder of FabstWines, an online platform changing the game in the wine industry by connecting winemakers with the right consumers.
Startup Luxembourg
The alumna of the 14th edition of the Fit 4 Start acceleration programme leverages over a decade of experience in the hospitality industry to bridge the gap between winemakers and consumers. Her mission is to simplify the wine selection process and empower winemakers to thrive in an increasingly digital environment.
We also found that winemakers struggle to find the right consumers. On the one hand, we are helping the market match the right consumer tastes with the right bottle of wine. Subconscious learning is behind the concept of Fabstwines, allowing the consumer to subconsciously drink wine more consciously. Meaning, when you sip a glass of wine, you actively think about it. Why you like it or why you don't like it. On the other hand, our mission is to help winemakers become more profitable and reduce waste.
FS: There's some kind of technology everywhere nowadays. In the wine industry, it slowly started with having websites. About five to 10 years ago, not many wineries had a website or an online store. If you look today, more and more winemakers actually have their own website, they have an online shop where you can order the wines directly on their platform. It is easier to come across the perfect wine on your phone, and with one click you see the history behind the winery or evaluate your preferred taste in wine. Technology makes it simpler.
FS: I think everyone, regardless of gender, struggles in the beginning to start a company, especially a tech company. We are still in the early stages and have had some success but now is the time for us to find the right way to grow the platform.
Sometimes launching a platform before it's completely ready, is better than waiting. Because this way you can find early mistakes, introduce new features based on the market feedback and that's how you learn. If you develop something internally or spend time discussing to make it better, it doesn't mean that the consumers will actually like it. So what we did was to launch our platform really early. This way, we can quickly see which features work, which features don't, and where the bugs are so we can fix them rapidly. We can listen to our consumers to
understand what they want on the platform and what they don't. Experimenting in the beginning and not being afraid of getting bad feedback is important. Because if you only get good feedback, it doesn't bring you anywhere. You have to receive the bad feedback to learn and pivot in the right direction.
What resources or networks have been effective in supporting your company’s growth? FS: The Luxembourg City Incubator has supported me since day one and also Luxinnovation and the Chamber of Commerce. We are part of the EEN Can Help initiative, which truly helps us execute our go-to-market strategy and is very supportive in the early stages of our startup. At the moment, we mostly have the support of the wine industry, especially the winemakers around the Moselle Valley. It's because of them my platform lives and grows. Most of them are early adopters of FabstWines and they're actually using my platform and helping me to grow it. I took myself a little bit away from the startup ecosystem and focused completely on my customers. Today, you’ll mostly find me around the Moselle in the wineries, talking to the winemakers to enhance the platform and create new features.
FS: Kamran Elahian is an incredible entrepreneur who truly inspires me. Meeting him has been transformative. As the founder of several unicorns, he has also experienced failure with other projects, demonstrating resilience, strength, and a remarkable mindset. His open-minded approach to embracing new ideas and adapting to change is invaluable. He is continually evolving with the times, and when I think about what it means to be an entrepreneur, he’s the person who comes to mind.
FS: Honestly, it's all about execution, learning as early as possible, and not being afraid of pivoting and changing direction. The earlier you launch an idea or an MVP, the faster you grow in the right direction. That's the most important thing I've learned. Also, taking bad feedback as the most positive feedback because that's the only way you grow. Being honest is likewise crucial. I often tell my clients that we are not where we want to be. Because if you're honest with your clients or consumers, they know what they are facing and are less likely to get frustrated.
