Die Höhle der Löwen - appearance from the founders' perspective Lockcard

Founders Aaron Rau and Jonas Weber won over investors Ralf Dümmel and Carsten Maschmeyer on "Die Höhle der Löwen" with their Lockcard Wallet. They have now published a fascinating video in which they give their perspective on the show.

Rare insights into the DHDL process

The founders' video offers a rare look behind the scenes of the show "Die Höhle der Löwen". They meticulously describe their application attempts, how they made contact and the actual recording of the episode. Topics such as the development of the set design and the aftermath of the show are also openly communicated to the young target audience on social media. One highlight worth seeing is the comparison between the first and second application video for participation in DHDL.

The Lockcard Wallet from DHDL

Lockcard offers a slim wallet that, unlike conventional wallets, has additional modular compartments for keys, cards, cash and a tracking chip. The flexible design allows the user to store cards and coins in an organized manner and to dispense with a bunch of keys altogether without the wallet becoming bulky.

The slim wallet has been able to reach a loyal market of true fans of the product, mainly through strong social media appearances. The high quality of the original aluminum wallet further cemented customer loyalty and generated positive feedback. This was reflected in real sales successes in the online store they had set up themselves. With the broadcast of the program, the company switched to a plastic product that is currently being marketed by retailers including Netto and Kaufland.

After the broadcast

The online store was sold out within a very short time of the broadcast and the product was initially only available via Amazon and retailers. The success was slowed somewhat when the first critical comments appeared under the videos. The main issues here are

• different pricing on the shop floor and online retail
• the discontinued sale of the aluminum version
• safety concerns
• customer expectations regarding the feel and quality of the product

Despite the critical environment on the Internet, the founders draw a consistently positive conclusion from their participation in "Die Höhle der Löwen".

Social media appearances

It is remarkable how professionally and successfully the Lockcard team handles online communication. Comments are answered openly and objectively, information is provided willingly and specific facts are explained. For example, according to the team, the popular aluminum wallet will be back on the market in May. It is also explained in a commentary that the €2.40 production costs mentioned in the program only include the electricity and filament used for 3D printing, but do not include costs for packaging & shipping or wages. Other start-ups have to go through rigorous training to reach this level of external communication.

On social media channels, the founders have so far been able to generate 291,000 followers on TikTok, 25,900 on Instagram and 18,700 on YouTube. (as of April 16, 2023). While TikTok was the biggest revenue driver until a few months ago, according to an OMR article, YouTube has now clearly gained the upper hand. This may seem surprising at first glance, but research has revealed a fast-growing second channel for YouTube shorts with 79,600 followers.

Open questions and alternatives

According to their own statements, the founders of Lockcards are currently concentrating primarily on further product development and have announced further video insights into production and development.

The main unanswered questions relate to security concerns if the wallet is lost. There are doubts as to whether it is a good idea to keep keys and ID together with the address. It is also often noted that the key card does not fit a car key and only has space for two normal keys. However, the key card and the modular structure are the USP of the wallet.

Although there are other providers of small wallets, they do not match the overall modularity of the Lockcard. For example, if you do without the functional plate for the keys, you might like the Slim Wallet NAGA from Magati. It offers a real money compartment, a classic wallet design and space for up to 12 cards in the smallest of spaces. The built-in card slider also allows direct access.

The magic wallet, which is offered by various manufacturers and is considerably cheaper, is probably much better known. Like Lockcard, it is also a mini wallet and also works with elastic bands. The special feature is that banknotes can be inserted loosely and, once the wallet has been closed, are held firmly behind the straps as if by magic. The slim wallets from Heesen also offer an option for a small yet practical wallet.