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ROWS brings Spreadsheets to the Age of APIs — Founder Interview

Updated: 4 days ago

This blog post first appeared first on old medium publication (https://medium.com/startuprad-io), and was moved to this blog with the relaunch of our website in summer 2024.

What Is This About?

ROWS is reinventing spreadsheets for the API age. Founded by Torben after stints in consulting across Germany and Brazil, the startup connects spreadsheets directly to live data sources and APIs — turning a familiar tool into a powerful no-code platform for data-driven workflows.

Executive Summary

  • This blog post first appeared first on old medium publication (https://medium.

  • Torben started the company after stints as a consultant in Germany and Brazil, as well as a Master's in the US.

  • We are always sharing new resources with you.

  • We want to make sure that we provide what’s best for your growing team, so please take a look at these additional ways in which can help!

  • A startup’s journey can be a tough one, but it doesn’t have ́to feel like you’re alone on your quest!


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In this episode of Startuprad.io, host Jörn "Joe" Menninger sits down with the founder of ROWS to explore how this DACH-based startup is tackling real market challenges. From early-stage hustle to scaling strategy, this founder interview dives deep into what it takes to build a startup in the German-speaking ecosystem.

This blog post first appeared first on old medium publication (https://medium.com/startuprad-io), and was moved to this blog with the relaunch of our website in summer 2024.

The first version of what is today Excel was coded in 1979. … Google Sheets was invented in 2006. … They were both invented before the age of APIs and SaaS toolsTorben Schulz, Founder and COO of Rows

Executive Summary

Torben started the company after stints as a consultant in Germany and Brazil, as well as a Master's in the US. Rows turns spreadsheets into a webpage or a web app with a few clicks. It takes spreadsheets to the current age because the two most popular versions are 40+ and 15+ years old at their core.

Every 7th person in the world is a spreadsheet user.Torben Schulz, Founder and COO of Rows

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With Rows we pick on the crown jewel of Microsoft Office. It is the world’s No 1 productivity toolTorben Schulz, Founder and COO of Rows

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I grew up in a family that was the opposite of entrepreneurial.Torben Schulz, Founder and COO of Rows

The Video Interview is set to go live on Thursday, May 16th, 2022



The Audio Interview

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The Founder

Torben Schulz is the founder and COO (https://www.linkedin.com/in/torben-schulz-0703b32/) of Rows.com (https://rows.com/). Torben is a fascinating person, speaks 4 languages: German, English (he graduated from Harvard Kennedy School), Portuguese (he lived in Brazil for 3 years), as well as French (he studied in Montpellier). He also worked at BCG, Roland Berger, and Teaching Assistant at Harvard before starting his first startup. Rows.com is his 2nd startup.


The Startup

Rows is a platform that allows users to create applications using only spreadsheet skills. They re-invent spreadsheets for using SaaS, and APIs, and convert them into web pages or web apps. Rows is a spreadsheet that gives you access to business data and APIs. You can find and enrich companies and people, track stock prices, send emails, and more. All using your spreadsheet skills! Register your free account here: https://rows.com/


Rows is Hiring

Learn more here:


They have two offices in Berlin, Germany, and in Porto in Portugal. They are offering remote-only jobs and hiring for these positions in 23 countries.


Venture Capital Funding

Rows is currently well funded but may look for additional funding in 2023. Reach out to Torben to learn more.


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We are always looking for ways to make the show better. Please take this opportunity and share your feedback with us! You can also suggest topics or interview partners that you’d like featured on future episodes by leaving a comment below — we would love to hear from YOU!!!


The Interviewer

This interview was conducted by Jörn “Joe” Menninger, startup scout, founder, and host of Startuprad.io. Reach out to him:LinkedInTwitterEmail


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What Is ROWS?

ROWS is a modern spreadsheet platform that brings the traditional spreadsheet into the age of APIs. Founded by Torben, who started the company after consulting stints in Germany and Brazil plus a Master's degree, ROWS enables users to connect spreadsheets directly to APIs and data sources, transforming how businesses work with data beyond the limitations of traditional tools like Excel and Google Sheets.

Introduction

In this founder interview, Startuprad.io speaks with Torben, founder of ROWS, about reimagining spreadsheets for the API era. Torben's journey took him through consulting in Germany and Brazil before pursuing a Master's degree and founding ROWS. The platform addresses a fundamental gap: while spreadsheets remain the most widely used business tool, they haven't kept pace with the API-driven modern data stack. ROWS bridges this gap by natively integrating API connections into the spreadsheet experience.

Executive Summary

ROWS is modernizing the spreadsheet by adding native API integrations, allowing users to pull data from any API directly into their spreadsheets. Founded by Torben, who brings international experience from consulting in Germany and Brazil, ROWS positions itself as the next evolution of spreadsheet tools. The platform competes in the rapidly growing productivity tools market where traditional spreadsheets are being challenged by API-connected alternatives.

Key Takeaways

  • ROWS brings spreadsheets into the API age, enabling direct connections to data sources and APIs from within the spreadsheet interface.

  • Founder Torben started the company after consulting in Germany and Brazil and completing a Master's degree.

  • The platform addresses the gap between traditional spreadsheets and the modern API-driven data stack.

  • ROWS was also mentioned in the Cherry Ventures portfolio during the Filip Dames interview on Startuprad.io.

Atomic Answer

Entities Referenced in This Episode

People

  • Torben — Founder of ROWS, background in consulting (Germany, Brazil) and Master's degree

  • Jörn "Joe" Menninger — Startuprad.io host

Startups

  • ROWS — Modern spreadsheet platform with native API integrations

Topics

  • API-connected spreadsheets, productivity tools, data integration, modern data stack, SaaS, B2B tools

Relationship Map

  • Torben → founded → ROWS (after consulting in Germany + Brazil)

  • ROWS → connects → spreadsheets to APIs

  • Cherry Ventures → invested in → ROWS (mentioned in Filip Dames interview)

Quote Highlights

  • ROWS is reinventing spreadsheets for the API age, connecting them directly to live data sources and turning them into powerful business tools.

  • Founder Torben built the company after stints as a consultant in Germany and Brazil, combined with a Master's degree in the US.

  • The startup tackles the challenge of making spreadsheets work with modern APIs, enabling teams to pull live data without coding expertise.

  • ROWS represents the growing DACH-based SaaS scene, showing how European founders are building tools that compete globally in the productivity space.

Related Episodes on Startuprad.io

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Frequently Asked Questions

What is ROWS?

ROWS is a modern spreadsheet platform that natively connects to APIs, enabling users to pull live data from any source directly into their spreadsheets. It bridges the gap between traditional spreadsheet tools and the modern API-driven data stack.

How is ROWS different from Excel or Google Sheets?

While Excel and Google Sheets are powerful tools, they weren't designed for the API era. ROWS adds native API connectivity, allowing users to connect directly to data sources, automate data pulls, and build more dynamic workflows within the familiar spreadsheet format.

Who founded ROWS?

Torben founded ROWS after gaining international experience through consulting stints in Germany and Brazil, plus completing a Master's degree. His background in business processes informed the vision for a more connected spreadsheet tool.

About the Host

Joern "Joe" Menninger is the host of the Startuprad.io podcast and covers founders, investors, and policy developments across the DACH startup ecosystem. Through more than 1,300 interviews and nearly a decade of reporting, he documents the evolution of the European startup landscape. Follow Joern on LinkedIn.

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If your company wants to reach founders, investors, and operators across the DACH startup ecosystem, Startuprad.io works with a select number of partners on high-trust visibility and thought-leadership formats. Explore partnership options here: [PARTNER_LINK]

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