Starting a business begins with a spark, an idea that finds a niche – or creates it. In October 2010, the three entrepreneurs Alexander Brand, Konstantin Urban and Dagmar Mahnel founded windeln.de in Munich. Their inspiration for starting the business was also part of the reason for its success: making their own shopping easier and having more time with their newborns. From their personal experience as young, modern parents, they realised that a one-stop shop for baby products would make their lives much easier and let them compare brands online instead of going into crowded stores.