We had the pleasure of meeting Jörn Heller, Managing Director and co-founder of digitalXL, a unique e-commerce consulting and support agency. He assists users of the Augsburg-based ERP software Xentral, from onboarding new employees to customizing the software. He shares with us the importance of networking, describes his exciting journey from idea to founding a company, and how creative approaches have shaped his business’s success. In our conversation, he offers insights into the development of digitalXL, the challenges of managing a growing team, and why he sees his role not as a traditional CEO, but more as a connecting element.
BI: Hi Jörn. Great to have the opportunity to interview you. Can you briefly tell us a bit about yourself?
JH: Thank you for having me. I’ve done many different things in my life—from working as a cameraman in film, running my own advertising agency, to being employed at a software company. In 2021, I founded a new agency together with five colleagues.
The digitalXL GmbH & Co. KG. Your former employer, the ERP software provider Xentral, supported this idea. That sounds confusing at first. What do you do at digitalXL?
In short, we support Xentral users in implementing this software and assist them with all the necessary steps and processes. To explain briefly: Xentral is a cloud-based ERP software that manages the core business processes of a company. Since Xentral has grown significantly and could no longer handle customer support on its own, some colleagues and I founded digitalXL to fill this gap. As former employees, we’re the experts in this field.
Recently, we’ve also become involved in a fulfillment service provider called xenful.
As a fulfillment service provider, you handle warehousing and shipping for other businesses.
Exactly. From my perspective, it’s the perfect showcase for our clients. In our logistics center in Augsburg, we can demonstrate what the software can do directly, in addition to the actual fulfillment operations.
That’s fascinating. Let’s come back to xenful later. For now, could you briefly describe your journey from the idea to the founding of digitalXL?
This requires a bit of backstory because it’s closely tied to Xentral’s history. The company originally had a different name and initially manufactured circuit boards. Over time, the administrative processes became too complex, so the founder developed a software solution to manage orders and shipping. Word spread, and soon everyone wanted the software—the circuit boards became secondary.
Do you know the TV show “Die Höhle der Löwen” (Germany’s version of “Shark Tank”)? It’s a show where startups pitch to investors. Some of my former employer’s clients appeared on that show, which attracted investors like Frank Thelen to Xentral. As a result, Xentral shifted focus—from being a company that develops software and supports customers directly to one that concentrates solely on the product. This meant finding partner agencies to work directly with clients. Initially, these partner agencies specialized in online shops and added ERP solutions to their services. In my view, this was a mistake, and it prompted some of us at Xentral to start our own agency. We continued working with Xentral but as an external partner.
It seems like a significant advantage to transition from being part of the manufacturer to becoming a consultant and service provider for their software.
It has indeed proven to be a big advantage for everyone involved. As former Xentral employees, we are, of course, the best experts on this product. Unlike the manufacturer or other partners, we also embrace the philosophy of meeting clients in person rather than handling everything online. Xentral benefits from our specialization in their software, and because we also operate as a fulfillment service provider using Xentral’s software, we have not only a showcase for our clients but also an excellent training tool for new Xentral employees. The fulfillment aspect is thanks to a very creative business partner of mine. He comes up with crazy ideas, and I say, “Okay, we’ll need to set up a company, hire staff, and so on.” (laughs)
Our readers are always interested in the passion and motivation behind a product or company. According to your website, you’re not only one of two managing directors at digitalXL but also a customization expert and designer for workarounds. What excites you most about your work?
Currently, I’m primarily a managing director, supported by a strong management team of three other partners and employees. However, I still enjoy being out in the field and handling some of the more complex customizations.
What gets me out of bed every day is the fact that even as a managing director, I can be very creative. That ties back to my professional background. Creativity isn’t just about graphics or film; it also applies to business processes. Our team meets at least four times a year, including one week-long “sunshine office” offsite. I have a particularly vivid memory of an experience during such a session that was a turning point for me: We had a coach who worked with us on the concepts of giving and receiving focus and impulses. Through some exercises, I realized that I’m someone who gives impulses. I hadn’t seen myself that way before, but this insight encouraged me to embrace and grow into that role. It works, and it’s a lot of fun.
Your team has grown rapidly since the company’s founding, and it seems like that growth will continue. What challenges does this bring?
Yes, we’ve grown quickly and will likely continue to grow. However, I don’t see us becoming a massive agency—partly for ethical reasons. In working with larger agencies, I’ve noticed that the human element often gets lost. At our company, the willingness to embrace change is crucial, and we value every individual for their unique qualities. Some bring extensive experience, while others bring youthful enthusiasm that drives innovation. We want to honor both. At the same time, we won’t hesitate to establish new companies or take on areas we believe will benefit our clients.
One final question: If you could meet your 20-year-old self today, what advice would you give?
I’d say, “Get out there and talk to people. You achieve the most through connections and relationships. And above all, do what makes you happy. That’s the most important thing.”
This interview highlights how a cleverly identified market gap and collaboration with an experienced partner can lead to a successful business. The founders of digitalXL not only deliver precise services but also boldly combine them with innovative ideas to create practical, forward-thinking solutions. Their guiding principle of valuing both employees and clients is deeply embedded in the company’s culture and serves as the foundation for ongoing success.
We conducted this interview in November 2024.
More Infos:
Website of the agency digitalXL
Jörn Heller on Linkedin