anuux: How many values can a startup afford to have?

In the latest episode of 'Die Höhle der Löwen', entrepreneur Marius Baumgärtel pitched his digestive health supplement anuux to potential investors. The 33-year-old Berlin-based founder, who already runs a successful cleaning service with 50 employees, has developed a product containing flaxseed and chia that promotes intestinal health.

Despite generating €60,000 annually and being available online and in pharmacies, Baumgärtel struggled to secure investment. The turning point came when he refused to consider Twitter as a marketing platform due to his political stance.

This decision particularly frustrated investor Judith Williams, who praised his pitch but ultimately withdrew because of his unwillingness to explore all marketing channels. The episode raises important questions about whether startups can afford to let personal values limit their growth strategies, especially when facing marketing challenges on social media platforms.