Hannes Zwetschke of "Agentur Zwetschke": 19 Years of Bootstrapping, TikTok Fame and Entrepreneurial Authenticity
Volume #16 of "Happy Bootstrapping" Newsletter
Hannes Zwetschke has been running Agentur Zwetschke in Augsburg since 2006 - an advertising and digital agency with 20-22 employees and 2.3-2.5 million euros in annual revenue.
The 38-year-old entrepreneur became a scene celebrity in the German agency landscape through his authentic TikTok videos and now coaches other agencies to success. His story impressively shows how chaotic beginnings can evolve into a profitable company - including tax office drama, DJ career, and the courage to tell the truth.
This is a summary of Episode 127 of the “Happy Bootstrapping” Podcast (German).
From DJ Booth to Agency Leadership
Hannes' entrepreneurial journey began unconventionally: After an aborted media designer apprenticeship at Weltbild and brief stints at Munich agencies, he founded his one-man agency in 2006 with a startup grant. In parallel, he built a successful DJ career that took him to nightclubs across Germany.
The decisive turning point came through health problems: "I collapsed twice while DJing. The doctor said, I'll give you another four to six weeks and then the lights go out forever." The decision to end his DJ career and focus entirely on the agency was the breakthrough.
"Without the deadline it wouldn't have worked. That was always this sword of Damocles. The twelve months, when they're up, then the business has to be running."
Bootstrapping with Obstacles
The first years were characterized by extreme frugality: "I really ate a lot of tomato soup, powdered soup, because I simply had no money." A dramatic low point came when the tax office bailiff stood at the door - a 60,000 euro tax debt that Hannes paid off weekly at the train station.
"I never cheat on myself," is his credo. This self-discipline helped him through all crises. Today he emphasizes: "You can work yourself into insolvency. Most people work themselves into insolvency because they're only overservicing."
Positioning Against the Mainstream
Zwetschke deliberately positions himself against full-service agencies: "I hate the word full-service because there's nobody who can do everything." Instead, the agency works goal-oriented and only offers what it masters perfectly - especially websites (starting at 33,000 euros), campaigns, and wording.
"We always ask: What do you really need? Revenue, employees, brand, campaign, employer branding? And then we build everything that's needed for that."
The focus is on long-term customer relationships instead of quick profit. "Everything we offer to the customer must have the potential to generate ten times more revenue than it cost."
TikTok Success and Community Building
Hannes started with TikTok at the end of 2023 - initially as a lost bet, then as a success story. His authentic videos about agency realities struck a nerve: "Not everyone has to make every mistake that I've made over 19 years."
From 300 community registrations overnight, a business ecosystem developed: The Zwetschke Community, Agency Gang (125 euros/month for agencies), and the Inner Circle (12,000 euros for six months of intensive coaching). "Overnight 150 applications for the first Inner Circle - I would have drowned without application interviews."
Employee Management and Corporate Culture
With 15.4 full-time equivalents among 20-22 employees, Hannes shows modern flexibility: Everything from 20-hour contracts to 48-hour agreements is possible. "We have an average tenure of seven years, while the industry is at 1.x years."
His philosophy: "The purpose of this agency is first to provide an awesome workplace for 22 people where they can pursue their passion. Everything else is secondary." In conflicts with clients, he stands uncompromisingly behind his team: "You don't mess with my employees. That doesn't work."
Core Principles for Agencies
Hannes' most important learnings for agency founders:
Authenticity over perfection: "Truth creates clarity" - honesty in customer contact prevents later problems
Specialization instead of full-service: Only offer what you can do perfectly, delegate the rest to partners
Quality over quantity: Rather fewer customers, but long-term relationships
Employees are the most important asset: Good pay, flexibility, and appreciation retain talent
Take action instead of procrastination: Be proactive instead of falling into analysis paralysis
Hannes plans to have coached 120 agencies in ten years to create a quality network: "100 agencies in an Inner Circle alumni network - that will be an insane network where everyone can do something good."
His story shows: Success doesn't arise from perfect planning, but from perseverance, authenticity, and the willingness to continuously learn and adapt. "A company is never finished. You always have to work on the company."
Happy Bootstrapping is a German podcast where I interview bootstrapped founders, indie hackers, and solopreneurs about their startup journeys. Over the years, I've connected with many successful entrepreneurs who have built e-commerce shops, SaaS platforms, mobile apps, content businesses, or hybrid models.
Furthermore I am a bootstrapper myself and growing my DevOps-as-a-Sercice and Web Operations Company “We Manage”.