A Story of Support and Inspiration
They say, ideas often arise from everyday challenges, and my journey with Mamaye is no exception. Like my fellows’ students, balancing work, private life and the part-time studies at GBS was a real challenge. Moreover, my wife, Yemi, and I were preparing for the arrival of our first child. Managing everything seemed overwhelming at times.
During that period, my mum supported us with delicious traditional meals that only needed to be reheated – food filled with the flavors of home that I had grown up with. Her support was essential to us as it gave us more time to truly enjoy the experience of pregnancy despite the busyness. That support planted a seed in my mind, though I didn’t fully realize it at the time.
From Studies to Start-Up: Inspiration in the Classroom
At Goethe Business School's Digital Transformation MBA, I encountered lectures like “Innovation and Incubation” that reshaped the way I thought about entrepreneurship and creativity. These courses taught us not only the theory of product development but also the practical steps to test, refine, and launch an idea. Our professors didn’t just encourage us to discuss ideas. They pushed us to try them out, fail fast, and learn. One method that stuck with me was the Lean Start-Up approach – test ideas quickly, gather feedback, and iterate using data.
The idea for Mamaye wasn’t something planned carefully from a business concept. Instead, it emerged from a spontaneous moment. The idea to share her cooking came from a mix of diving into my studies and my mom’s support during a hectic time – it just clicked. The endeavor started small: I packed her meals in marmalade jars and shared it with my fellows. This simple MVP (minimum viable product) received overwhelmingly positive feedback. We realized that busy days often force us to settle for meals that merely fill us up. My mother’s cooking, on the other hand, offered something entirely different: excitement, a possibility to explore and quality at the same time.
Encouraged by my professors and peers, it became clear that the idea needed to be pursued further. After discussing it with Yemi, we decided to pursue it together, despite it not being the best time to start. This decision also provided me with a perfect topic for my thesis.
The Name Mamaye: A Tribute to All Mothers
Before moving forward, the idea needed a name – something that captured the values and emotions behind the dishes. That’s how “Mamaye” was born, a loving term in Eritrean and Ethiopian cultures meaning “my mother.”
For us, it’s a tribute to all mothers who are supporting their kids with love, care and sacrifice, helping them realize their dreams. It’s a story that resonates universally and we were thrilled to discover that the word Mamaye has similar meanings in other African cultures – a sign of how big this vision can be.
Data, Data, Data: Festivals and Feedback
Once we had a solid idea and a name, it was time to test Mamaye beyond our immediate circle. With the support of family, friends, and the community in which we grew up, we took the leap into entrepreneurship.
At first, we tested Mamaye at two small street festivals in Frankfurt. The positive feedback encouraged us to aim higher, and we secured a last-minute spot at the African Food Festival in Berlin. This platform gave us the chance to connect with people who shared our love for food and culture. Besides the fantastic atmosphere and the chance to experience Berlin from an entrepreneurial perspective, the positive feedback from the community and high conversion rates strengthened our vision.
The real breakthrough came at Frankfurt’s Museumsuferfest, one of the biggest cultural festivals in Europe. Offering freshly prepared dishes gave us invaluable insights into our customers and their preferences. Getting the stand in a relatively short time was almost the easier hurdle. Operating it and finding a kitchen space to work in was only possible because of the support of family, friends and the strong communities we come from. Looking back, it was a bit naïve to jump into such a big event right away, but it was worth it for the lessons we learned, the data we collected, the target groups we identified, including the approaches we were able to test – also for the thesis.
Cultural Identity and Diversity as a Recipe for Success
My wife and I grew up immersed in two cultures. A richness that flows into our start-up. Mamaye's East African origin gives it authenticity, while the demands of a busy lifestyle shape its practical form. Bringing these two worlds together is at the heart of what we do.
For us, the true beauty of this journey lies in the ability to authentically share our roots, combining the values we've inherited and the knowledge gained along the way. At the same time, all the conversations and interactions at various events along the way has made us realize how deeply Mamaye is connected with a lot people, inspiring us to tell this story together with others.
A New Chapter for Convenience Food
Today, we are juggling many roles: it is a balancing act between our daughter's first steps, our careers and building a start-up in our spare moments and respectively during parental leave.
With three authentic Eritrean and Ethiopian dishes in our portfolio, we’re ready to launch Mamaye to the world. These meals are all-natural, vegan, and organic – made with the same love and care as my mom’s cooking. Our goal is simple, to bring real culinary moments into people’s lives in a way that’s practical and convenient. A taste of East Africa, ready in minutes, delivered straight to your home.
I'm grateful for my wife and our small family, my mum for all the support along the way and family, friends and our community that lifted us. Moreover, the inspiring environment at Goethe Business School. My advice to everyone with a vision: there’s no perfect time to start, so just begin. The journey will teach you everything you need to know.