Why Toulouse? Interview with Simon Webb, Tarot Analytics

The French Tech Ticket has become a popular way to move your business to France and gain some much-needed support to get things moving in Europe.

We recently had the chance to talk to yet another Aussie who’s taken this route, Simon Webb (along with his co-founder Jesse Treharne) of Tarot Analytics, making the move from Sydney, NSW to Toulouse, France six months ago.

Simon is a co-Founder of Tarot Analytics, a winning start-up of The French Tech Ticket season 2. Tarot Analytics builds business optimisation tool with a focus on logistics optimisation. At Tarot, Simon manages sales, business development, marketing and operations of the company. Currently based in Toulouse, France, he previously worked in Technical Sales at IBM in Sydney and studied a double degree in Mechanical Engineering and Commerce (Finance and Economics) at UNSW.

Here’s what he had to say:

What made you decide to move your business to France? 

We moved to Toulouse as winners of the French Tech Ticket. As one of 70 winning start-ups (two from Australia, over 1,500 applicants) we were given €57,000 and a residency permit by the French government to build our business in France and Europe. Our biggest reason for moving to France and Europe is market size and population density. Our primary product, Tarot Routing, is a logistics optimisation tool works better with larger, dense cities where our clients are visiting more addresses every day and therefore see a greater benefit from Route Optimisation.

How important has your Australian network been to get started over here?

There is not much of an Australian start-up network in Toulouse so we have had to do most of it alone. However, the guys at Tenderfoot, the other Australian FTT start-up, have been a great support network. Facing similar problems, we have collaborated well sharing our problems and solutions.

Have you raised money in Europe and how did you find it compared to Australia? 

While on the FTT program we are supported by BPI, French Tech and in Toulouse our incubator Ekito. Otherwise we have bootstrapped our business from day one using our own money and reinvesting the revenue from our initial customers to build our business. For the future, we would consider industry partnerships and investment (La Poste, DHL etc.) if it was going to open a large enough market.

What is it like to do business in France?

In a lot of ways business in France is like business in Australia, particularly with B2B products. While your product is important your interactions and rapport with your customers are equally important – The French don’t care how much your product will revolutionise their business and save them time and money, they want to do business over lunch or a coffee. Their trust in your product is directly related to their trust in you – work hard to build it.

Biggest cultural difference (apart from language) – a meeting you would have done over coffee in Australia is done over lunch in France. This means having multiple meetings in one day is difficult, unless you’ve got a great workout regime.

Language is another important consideration for success in France. The younger generation speaks English but do not expect the older generation to, even in large multinational companies (especially outside of Paris). Language can make phone calls and cold calling very difficult.

Are you working as a remote team or did the team move over with you?

Our main team, Jesse and Myself, made the move. This was a requirement of the FTT funding
We are currently looking for local talent to help with business development. Currently we are looking to bring on somebody as an Auto Entrepreneur rather than an employee (easier under French law) but that may change with our success.

What do you love about living in France? 

Best part about France is the summer afternoons spent on the terrace/by the river enjoying a wine with cheese and baguettes.

Top 3 tips:

  1. L’ Administration Français is real and will be a problem for you: To move to France with your start-up you will need 6 months deposit to begin renting an apartment or a guarantor.
  2. French time: France moves a bit slower than the rest of the world, especially over summertime. Do not expect to close any deal between Bastille day and the start of September.
  3. French life and culture is a lot of fun: They really do love Australia and Australians. As soon as you attempt to speak their language the snobby French stereotype disappears.

Thank you to Simon Webb for this interview. You can contact him at Tarot Analytics.

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