"I wasn't interested in doing something better than others. I didn't want to put myself above others. I simply saw that many companies weren't taking advantage of digital opportunities - and I wanted to change that," says Sascha Vorderstemann when asked why he founded his own company 25 years ago. Sometimes a success story doesn't start with an idea, but with a feeling. In Sascha Vorderstemann's case, it was frustration, contrary to what this introduction suggests.
What seemed like a personal defeat to him at the time became the driving force behind something bigger: today - around 25 years later - his one-man start-up has grown into a company with over 150 employees. elio stands for smart digital solutions, technological foresight and an attitude that aims for real progress. Frustration turned into commitment. From an idea: a company that sets standards.
From internship to consequence
At the end of the 1990s, he was in the middle of his studies, working in a corporate internship, committed and hoping for a permanent position. But when the company was taking over from another company, he wasn't the only one left out - no one was taken on at all. "I was disappointed, even frustrated. I would have liked to continue there. But at the same time, it was clear to me that I didn't want to have to rely on anyone else," says Sascha.
What felt like a setback turned out to be a starting signal. He now channeled the energy that previously flowed into a corporate internship in a different way: into his own start-up. In 2000 - before platforms such as Shopware, Xentral or even the cloud were an issue - he took the plunge into self-employment. And he did so with a conviction that still drives him today: not making things better, but simply thinking about them earlier.
Even as a child, Sascha tinkered with computers, lost himself in lines of code and built networks with his friends. IT was never just a hobby - it was an attitude: creating instead of watching.
The name is the program
This is how he became a founder in 2000. He simply called his first company “Vorderstemann media”. A conscious decision: "I was at the forefront. The name simply said it all (in german)."
The start was anything but comfortable: a small office in NRW, a laptop, a PC. No large start-up capital, no team - but a clear idea of what digital solutions must be able to do: be practical, understandable, reliable. And above all: really help the customer.
Anything but simple
Dabei denkt er oft weiter, als der Markt es gerade verlangt. Schon lange bevor Plattformen wie das ERP-System Xentral überhaupt ein Thema sind, baut er eine komplett webbasierte ERP-Lösung – mit direkter Anbindung an Shopsysteme. Nur: Der Bedarf dafür ist in vielen Unternehmen damals schlicht noch nicht da. „Ich habe das Potenzial nicht realisiert – das war meine Schwäche. Ich hab Produktchancen verpasst.“
The first few years as a founder are characterized by perseverance - and a certain talent for improvisation. Sascha drives from door to door, talks to potential customers, asks questions. “I felt more like a vacuum cleaner salesman than a developer or programmer,” he recalls. Back then, many companies were still surfing the net with 56k modems, local providers were the standard - digital professionalization was still in its infancy.
He listens, takes his time and asks about the challenges. He often doesn't have any solutions at the first meeting. “I wanted to implement projects - I often only thought about how exactly afterwards.” An approach that works because he thinks deeply about the needs and develops tailor-made solutions. To keep his head above water, he also takes on other jobs during this time - on the side, at night, at weekends. All so that he could afford to be self-employed. “I did a lot to make my dream possible.”
He often thinks further ahead than the market demands. Long before platforms such as the Xentral ERP system were even an issue, he built a completely web-based ERP solution - with a direct connection to store systems. However, many companies simply didn't have the need for this at the time. "I didn't realize the potential - that was my weakness. I missed out on product opportunities."
Digital lead meets kebab love
And then came a project that, looking back, is almost symbolic of his approach: an online store for a kebab store. Sascha still laughs today when he talks about it. "I just liked kebabs. I was a regular customer there and at some point I said: you need an online store. Not just phone orders. Imagine an order comes out of the printer, you process it - done!"
He explains his idea to the operator: a customer orders online, an order automatically comes out of the printer in the kitchen - done. No stress, no misunderstandings. The kebab man is convinced, and Sascha implements the idea without further ado.
“I was the brand, if you like,” says Sascha looking back. “My greatest talent was always understanding the customers.” Little by little, websites, stores and tools for cleaning services, craft businesses, insurance companies and retailers were created. There is no clear industry focus - but there is a clear principle: listen, understand, implement.
From idea to identity
Sascha worked as a sole trader for almost ten years, often in collaboration with other freelancers. Many exciting projects emerged during this time - but the big breakthrough was a long time coming. “I didn't feel that I had laid the foundations for real success,” he recalls. “That only came with the GmbH.”
The next big step followed in 2010: “Vorderstemann media” became “Eliomedia GmbH” - and with it, a new chapter began for Sascha. "Now I had the feeling that things were about to take off. Now I've laid the foundations for a real success story." He moved to Giessen when the company was founded, with the first real office right next to the university hospital. Small, but central. It was the start of something bigger.
A name with history
The name “elio” was born in a very personal moment: shortly before a private move, Sascha and his wife decided to turn the agency into a limited company - and looked for a name that was more than just a label.
“My son is called Elias, my wife and I have a religious background - so it was clear to us: a sacred name, you can't go wrong with that,” says Sascha and laughs. elio is short, memorable - and today stands for much more than its origins. The “media” in the name dates back to his time as an agency. But Sascha knew early on where his passion lay: in e-commerce. “I built a lot of interfaces, made a lot of software - but what I really enjoyed was the live experience of e-commerce projects.”
The lone fighter becomes a team coach
How did it feel for him to join the GmbH? “I'm more of an introverted type,” says Sascha. "But when it comes down to it, I'm there. And now I was no longer just a player - I was suddenly a coach. I had to do everything I could to make my team efficient. And successful."
The first player in the new team: Lina Noah, now Executive Assistant to the CEO & HR. Not only does she become the first employee, but over the years she develops into a rock in the surf for elio. “It was difficult at the beginning,” she remembers. "What are we actually doing now? Where do we want to go? There was no daily routine, no clear tasks - we just did everything: bookkeeping, telephone, projects. It was just the two of us."
But it didn't stay that way for long. Just one year after the company was founded, an apprentice joined the team. The team quickly grew to six people - the office in Giessen became too small. The move to Pohlheim followed in 2012. “That's when real structure slowly came in,” says Lina. "A real working day. And Sascha was often on the road - so we had to manage a lot of things ourselves."
Growing with us - from day one
When Lina looks back today, there is a lot of pride. "I joined when elio had just become a GmbH. And I remember Sascha talking about his vision - of a big company, maybe even an empire." She laughs. "And I always said: I'll support you, no matter what. And now? Now we're sitting here with 150 colleagues."
It's more than just a job for her. It's a part of her life. "A few months ago, I said to Sascha: 'Do you remember? The two of us in the small office. And now there are so many of us. I can't find the words for it. I'm just grateful to have helped set it all up."
The next steps: From agency name to corporate brand
2017 marks another turning point in the history of elio: “Eliomedia GmbH” becomes “elio GmbH”. The name becomes shorter - and the self-image clearer. The focus shifts away from pure agency work towards the development of digital solutions that provide companies with holistic support. A strategic decision, as Sascha explains. Too often, the company was confronted with reservations when partners heard that elio was working on software solutions itself: “It was never our aim to take projects away from other agencies - we simply wanted to create good solutions.” The renaming not only brings clarity, but also new structures - and ultimately new companies.
What follows can no longer be broken down into individual milestones. There are countless projects, new faces, new perspectives. The management team was formed, initially with Aleksa Marinovic, who started out as an apprentice and now manages the processes as COO. He is joined by Simon Toprak, who keeps a watchful eye on finances, CTO Simon Neuberger and Jochen Kernwein, who as CSMO is responsible for strategic communication and sales.
elio is also growing geographically: a location in Heilbronn followed in 2013, followed by Frankfurt am Main and Würzburg in 2021. The team is getting bigger, the portfolio broader - and thinking outside the box is becoming increasingly important. What began as an e-commerce agency is increasingly becoming a partner for holistic digitalization. This development is no coincidence, but the result of a mindset that Sascha describes as follows: "I firmly believe that anything is possible if you really work at it. And I'm still a long way from reaching my goal."
One company - many stories
For many at elio, their journey with the company is closely linked to personal moments. Lina, who has been with elio almost from the beginning, describes it as “a second family”. The fact that she was surprised at her tenth anniversary celebration - although she usually witnesses everything - is one of those little miracles that she associates with elio. And, of course, the legendary go-live nights remain unforgotten: "When we relaunched the Dictum online store, we were in the office until early in the morning - everyone, even those who had nothing to do with the project. It was a sense of togetherness that you don't often experience."
With growth comes increased responsibility - towards customers, partners and, above all, employees. Sascha sees this as precisely his task: to lead without overwhelming and to inspire confidence without losing sight of the big picture. "I want to know every employee. Know what moves them. I see myself as a coach - someone who doesn't call from the outside, but goes out onto the field with them."
And tomorrow?
If you ask Sascha what he wants for the future, he remains true to himself: "I am grateful. And I want us to continue to develop - not just in e-commerce, but as a brand that stands for digital excellence." Lina also looks back with pride - and forward: "We have moved with the times without bending. If I could turn back time, I wouldn't do anything differently."
What began as a bold idea is now a place where real solutions are created - with people who not only master projects, but also put their heart and soul into them. elio has changed, grown and developed. And yet one thing has remained the same: the desire to make a difference together. For customers, this means: a partner who listens, who understands - and who thinks along with them, even when things get tricky. Who doesn't just deliver, but works with them to achieve their goals. And who takes responsibility when it counts.
Because we believe that digitalization is not a technical task. It is a human task. And we are far from finished.
25 years of elio - a special milestone!
This article is part of our anniversary series in which we take you behind the scenes at elio. You can look forward to personal insights, stories from the team and what has been driving us for a quarter of a century.