The stage is set for growth: maihiro products GmbH founded through spin-off

The stage is set for growth: maihiro products GmbH founded through spin-off

On June 01, 2019, maihiro products GmbH commenced operations as an independent company. The start-up focuses exclusively on the development and marketing of CRM/CX add-ons.

As a consulting specialist for CRM, Customer Experience (CX) and Commerce, maihiro GmbH from Ismaning has been supporting customers since 2000 with integrated solutions for marketing, sales and service. In order to be able to drive product development even more agilely and focused in the future, maihiro has now outsourced this area as well as sales, provision and support of the products maiTour, maiConnect, maiCatch and maiLingua to maihiro products GmbH. The Managing Director of the growth-financed start-up is Francisco Baraona. Szabolcs Veres, previously Director of Product Management & Development and now authorized signatory of maihiro products GmbH, is responsible as Executive Director for the Development and Customer Success divisions. The investment company ENGELHARDT KAUPP KIEFER & Co. from Stuttgart, which was already involved in the foundation of maihiro GmbH 19 years ago, has been gained as the growth financier. In the future, maihiro GmbH will concentrate on the consulting business for CRM/CX.

The best-of-breed software products of maihiro products GmbH are add-ons for SAP C/4HANA and SAP CRM based on the SAP Cloud platform. maiConnect, maiCatch and maiTour are certified by SAP and are available in the SAP App Center ( maiConnect is a Microsoft Outlook integration for SAP CRM & SAP C/4HANA, while maiCatch scans business cards for SAP C/4HANA. maiTour enables dynamic route planning for SAP C/4HANA, and maiLingua quickly and easily creates multilingual campaigns in the SAP Marketing Cloud.

Francisco Baraona, Managing Director of the new company, has many years of expertise in the SaaS environment. Most recently, he was CEO of skytron energy GmbH. There – as well as in his previous position as Global Head of Enterprise IT Security at TÜV Süd – he gained extensive SaaS experience in the areas of internationalization, digitization, operational excellence and growth. “Based on our technology leadership, the current focus is on the rapid development of our product portfolio as well as on the service processes, with a consistent focus on the needs of our international customers,” he explains. “The consistent expansion of our international partner network will therefore also play a major role.”

Szabolcs Veres, Executive Director at maihiro products, brings over 20 years of experience in SAP Cloud technologies as well as IT and the digitization of customer-related business processes to the company. Prior to joining maihiro products, Veres was head of the product division at maihiro GmbH for seven years. With power of attorney for maihiro Products, he is now responsible for Customer Success and Product Development.

“We are confident of the approach of digitization in the CX environment and want to use our expertise to help maihiro products as a leading provider in this segment to exploit its full potential,” says Stefan Mertel, Managing Director of ENGELHARDT KAUPP KIEFER & Co.

The customer, partner and supplier contracts relevant to the product business were transferred to the new company with all rights and obligations in the course of the start-up. maihiro GmbH in Germany and maihiro GmbH in Austria will act as sales and deployment partners of maihiro products GmbH in the future.

About maihiro products

maihiro products develops innovative and state-of-the-art software add-ons based on the SAP Cloud platform. The company emerged from the former product division of maihiro GmbH, which has experienced considerable growth in recent years. More than 60 customers with over 130,000 users have so far opted for add-ons from maihiro products. In order to always meet customer expectations and to guarantee the highest product quality, the division was separated from maihiro GmbH in June 2019 and transferred to an independent company – maihiro products GmbH.

About maihiro

As a consulting company, maihiro supports companies in winning and sustainably developing customers. As a specialist for Customer Relationship Management (CRM), Customer Experience (CX) and Commerce, maihiro accompanies its customers in marketing, sales and service, from strategy and organizational development through process optimization, conception and implementation to the operation of SAP Customer Experience solutions. Founded in 2000 by Bernd Hesse, Uwe May and Mark Roes, the management consultancy based in Ismaning near Munich, with offices in Berlin and Hamburg as well as a subsidiary in Vienna, today employs more than 150 permanent staff members. To date, maihiro has implemented more than 1,000 projects for more than 400 customers worldwide.


ENGELHARDT KAUPP KIEFER & Co. is an investment company founded in 2001 by the three initiators Dr. Tobias Engelhardt, Karl-Friedrich Kaupp and Georg Kiefer. Since then ENGELHARDT KAUPP KIEFER & Co. has accompanied a large number of companies and led them to successful exits (e.g., Alex & Gross communications, maihiro CRM-Consulting, Turtle Entertainment/ESL-Sports-League, actiro Power Blower, SABIO Knowledge Management Software, ajando Digital Sales). ENGELHARDT KAUPP KIEFER & Co. invests in technology-oriented companies with excellent growth prospects. With capital and entrepreneurial expertise, ENGELHARDT KAUPP KIEFER & Co. supports companies with a turnover of 1.0 to 10.0 million euro p.a. on their growth course. The aim is to achieve a tenfold increase in business volume within a participation period of approx. 5-7 years and then to implement an exit together with the management.