The new startup by mymuesli founder Hubertus Bessau

According to mymuesli and Project Eaden, Hubertus Bessau is now officially launched with his third company: RSN8 Labs. Spoken like the English “resonate”. The name is the program: Brands should feel better in the future how their messages arrive at the target group. With the help of KI, RSN8 tests content such as emails, landing pages or packaging.

Bessau rose at mymuesli at the end of 2021, then founded Project Eaden-a foodtech company for meat-free products-and now also said goodbye to the operational business there. His co -founders David Schmelzeisen and Jan Wilmking took over the management.

Let away from the gut feeling

The idea for RSN8 came into being when Bessau – which is still a member of the uphill council – analyzed the existing marketing campaigns from mymuesli because he had the feeling that the messages no longer really arrived at the target group. A/B tests did not provide any new knowledge.

So he programmed again – for the first time in 17 years, he says. With a AI, he simulated the reaction of the person “Hannah”. The virtual target customer analyzed colors, text, pictures and explained what did not work.

Mymuesli

Bessau optimized the email flow, tested it against the old variant and sent both versions to over 100,000 customers. The result: ten percent more sales, 9.7 percent better retention, he says.

For him it was proof that RSN8 could be something big. First inquiries from the network followed. Since September 2024, the former mymuesli app developer Leonard von Lojewski has been on board as a technical co-founder.

How does RSN8 Labs work?

To develop the basis of RSN8, he got scientific support, including from Harvard professor Thomas Greber and from the marketing professor Markus Sarstedt (LMU Munich).

The basis is a neuropsychological model of target group types, the Limbic types model, which people assign seven different types to better understand purchase and decision-making processes. For example, there are psychological types such as “performers” or “harmonizer”.

This foundation is combined with specially trained AI models that simulate how a persona reacts to marketing content.

The AI ​​creates its own model for each target group. It simulates emotions, preferences, reactions – visual and content. Companies receive concrete suggestions for communication and design. RSN8 works both in the consumer and B2B area, but adapts to each other: While private customers buy more emotionally, B2B dominates the fear of wrong decisions, explains Bessau.

The quiet way to the public

Although RSN8 already has paying customers – including SWR, MyMuesli and Formula Skin – Bessau has so far been released. The LinkedIn profile talked about “Semi-Stealth-Mode”. “I don't deny that we exist, but I don't say it loudly and publicly,” he explains.

It was a conscious decision not to go to the market earlier with a big announcement. His network, reputation in the scene and his status as a series founder enabled him to build RSN8 “under the radar”.

He preferred to approach relevant partners than to immediately enter the market. “I think that if you have done a little bit, people rather listen to you and you are more invited,” says Bessau.

Part of the Ewor Fellowships

Bessau is currently part of the Ewor Fellowship, a program for tech foundation. Only around 35 startups are recorded annually, which is just 0.1 percent of applicants.

Also read

Want to compete with Y Combinator, Antler and Techstars: Ewor demands that from his candidates

For him, the step towards Ewor was obvious. Classic VC or boat trapping were out of the question this time. The decisive factor was the surgical support – in team structure, access to technical experts and the network. “In the end, money does not make the difference, but the context and support,” he says.

In his previous start -ups, he chose other ways. For years he financed mymuesli together with his co -founders on his own. For Project Eaden, he won investors such as Creandum, Atlantic Food Labs, Magnetic, Shio Capital, Trellis Road and several fishing investors.

Project Eaden

Over the years, he has noticed how important it is to him who he spends his lifetime with, he says. “And if I have the choice, then with inspiring people.” At Ewor, he meets a strong start-up network. In addition to initiator Daniel Dippold, Florian Huber (United Domains), Alexander Grots (ProGlove), Paul Müller (Adjust), Petter Made (Sumup) and Quinten Selhorst (Felyx) are also part of the group of supporters.

Bessau not only acts as a fellow, but also as a partner and CMO. He knows the challenges of young startups and at the same time actively designs the program. His goal is to make Ewor on the “Go-to-Place for technical founders that build transformative companies”. “If you historically look at who has really changed the course of the world, it was very few founders – and it is precisely these talents that we want to find at Ewor,” said the series founder.

Bessau wants to “positively influence” the world

After his mymuesli-Exit, Bessau could simply have leaned back. But that doesn't correspond to him. He sees entrepreneurship as a tool to move something. Others go into politics, he founds to “positively influence the world,” he says.

Also read

Katjes buys mymuesli – 17 years after the start

His motivation remains constant: he solves problems that he experienced himself. “Even if the problem” I don't like a muesli with raisins 'a little different than “We need meat replacement that saves a lot of CO₂'.”

Technology always forms the core. At mymuesli he rely on Mass Customization in the FMCG area. At Project Eaden, he brought textile technology to the food industry. And with RSN8 he uses AI to make marketing more precisely.

The new era for startup founders

Bessau is based today under completely different conditions than 15 years ago. “It was zero cool to be a founder – we were the strange from our year that sell oatmeal instead of becoming a bencher.”

He and his co -founders made the decisions out of his gut. They followed their enthusiasm, without major market analyzes or expansion strategies. “We just did what our heart was on,” he recalls.

Today he experiences the start -up scene as an open, faster and technical one. Especially artificial intelligence changes everything. “As a founder, it's an incredibly great time now: I can use Ai to develop things for which I used to need entire teams.”

Bessau is convinced that small teams can scale faster today because they work free of old structures. You have access to tools, knowledge and technology that were previously reserved for large companies. “The cards are currently being mixed up and startups open up a kind of arbitrage,” says the RSN8 founder.