2020 was a good but also tough year for me. Currently, I am focusing on simplifying and letting go: for example, by working less and reducing my possessions to 76 things. Read more about this in this review and outlook:
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A very good year for Friendly
2024 was a good year for Friendly. This was reflected first of all in the stability of the team.
All the employees who were with us at the end of 2023 are still with us today. Kathrin and Luke even increased their workload from 40% to 50%.
Friendly won prestigious new customers such as the Swiss Federal Office of Energy, the Swiss Human Rights Organization and the Hannover Re insurance company. The number of customers rose by +27% to over 152*.
This was also reflected in our finances. Our total revenue grew by +25% to 351 171 CHF and our profit by almost +170% to 34 705 CHF.
This enabled us to reduce the previous loss of over CHF -72,520 (as of the end of 2022) by almost two-thirds to “only” CHF -24,849*.
* (Figures extrapolated because December statement not yet final).
Moreover, in 2024 we were finally able to fully honor our promise to donate 1% of our revenue to charitable causes.
As an Open Startup, we publish everything at Friendly if there is no reason not to. So it was no big deal for us when we shared the updated employment contracts of Kathrin and Luke on LinkedIn.
However, the reactions went beyond anything we had previously experienced: over 1 million views on LinkedIn, and even the Swiss tabloid Blick reported on it.
Wortspiel still going strong
Even if it looks a bit stormy in the picture: 2024 was another calm and steady year for my agency Wortspiel.
We were pleased to welcome a new member to our team: Sibylle Jost has been supporting us as an analytics consultant since September. This increased our team from 11 to 12 permanent freelancers.
Net fee income rose slightly by +6% to CHF 471 227.
And in March 2025, Wortspiel will celebrate its tenth anniversary!
Repayment of all debts
As a founder without investors, I had to fund the development of Friendly from my own resources. My money ran so short that I had to borrow over 50,000 CHF from friends and family.
By the end of 2023, I had already been able to pay back CHF 10 000 of the original debt, and a further CHF 20 000 in the course of 2024. I expect to be able to pay off the remaining CHF 20 000 by the beginning of 2025.
I am reducing my possessions to 76 things
I have realized that my main motivation is freedom – not money or status.
And the fewer things you have, the more free – and often happier – you are. There is wisdom in the fairy tale of Hans in Luck.
I have therefore decided to drastically reduce my physical possessions. I have asked myself whether I really need each and every item. And if I do, I have checked whether there is a lighter alternative.
As a result, I now own only 76 things weighing a total of 7.5 kilograms.
From January 2025, I will in addition no longer have my own apartment and will live as a “digital nomad” only in hotels, Airbnbs, with family and friends.
Hello 2025
For almost 10 years, I have felt as if I have been running at full speed non-stop: wedding, founding Wortspiel, buying a house, children, founding Friendly, debts, divorce. That was a lot in a little time.
This is also reflected in my health: I have often felt exhausted and depressed lately. (By the way, ice baths help against depression; today, after a 6-month break, I finally took one again.)
So for 2025, my priority is reduction and recovery.
Ideally, I would take a six-month sabbatical. However, because it does not yet seem possible for me professionally, I will therefore split the sabbatical over 12 months – and only work 50% during this time.
I will report in the next year in review whether that worked out for me. 😉
I’ve always thought that I would love to live by the sea
To travel the world alone and live more simply
I have no idea what’s happened to that dream
’Cause there’s really nothing left here to stop meIt’s just a thought, only a thought
If my life is for rent
Dido, Life for Rent
And I don’t learn to buy
Well, I deserve nothing more than I get
’Cause nothing I have is truly mine
PS: This is the sixth year for which I have written a review. Here are the editions for 2023, 2022, 2021, 2020 and 2019.
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