Mogens Birkelund: A Renowned Expert in Demand Response Solutions

www.worldsleaders.com Vol. 11 | Issue 08 | November 2023
CEO
SC NORDIC
Mogens
Birkelund
A Renowned Expert in Demand Response Solutions in Denmark
World's Most Versatile
Business
Leaders
Making a Mark in 2023

World's Most Versatile Business Leaders
Making a Mark in 2023
Within an era where people differ from one another, there is
no such thing as a leadership strategy that fits everyone. To
unite and unify their team around a common purpose, great
leaders need to be adaptable enough to deal with a range of
personalities, ages, and cultural backgrounds.
In a successful organization, a leader's role is to make sure
that a varied set of people in different positions are working
toward the same objective. There is no ideal style of
leadership since organizations contain members with a
variety of skills, motives, personalities, experiences, age
groups, and cultural backgrounds, and because they are in
different stages of growth and competitiveness.
A variety of ideas about leadership must be implemented in
various kinds of challenging and often complex
organizational contexts. During times of transition, a
transformational leadership style is frequently necessary
and may prove to be extremely advantageous. These
inspirational leaders inspire their followers to do better
things, and they are usually compelling, even though they
aren't always joyful. Through the promotion of a shared
objective, they urge people to embark on creative,
challenging projects with excitement and originality.
World's Leaders newest release of "World's Most Versatile
Business Leaders Making a Mark in 2023" showcases
business leaders who have made remarkable strides towards
creating higher performing cultures inside the current
frameworks and always coming up with fresh ideas.
The cover features Mogens Birkelund, the CEO of S.C.
Nordic, a prominent expert in Denmark when it comes to
Demand Response solutions. His company has received
awards for its innovative solutions in this field. Despite
being the CEO and founder of a rapidly growing company,
Mogens' primary focus is on making himself redundant. He
strives to transfer his knowledge and expertise to his team
and integrate it into their technology. Mogens is aware that
when he fails to do so, he becomes a bottleneck for the rest
of the organization.
As the power grids in their potential markets evolve and
undergo restructuring, Mogens places great importance on
staying updated about these changes and plans. However,
the most satisfying part of his daily routine is witnessing the
success of their partners' customers when they go online,
start earning money, and eagerly anticipate the next project
to begin.
Also, while you flip through the pages, don't forget to read
the articles created by our in-house editorial staff and
industry experts.
Emblem of Versatile
Ledership
Have a lovely read!

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CREDIT PAGE
November 2023

Cov
Sry
10
Mogens
Birkelund
A Renowned Expert in Demand Response
Solutions in Denmark

Ben Foster
Dr. Eric Darr
Fritz Zerweck
Oliver Drews
Matthew Telesca
Miquel Colet
Dr. Gabriel Serrano
J Daks
Alex Melgar &
Carlos Telles
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50
46
40
36
32
28
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18

Mogens
Birkelund
A Renowned Expert in
Demand Response
Solutions in Denmark
10 | November 2023

Mogens Birkelund, the CEO of
S.C. Nordic, is a prominent
expert in Denmark when it
comes to Demand Response
solutions. His company has
received awards for its
innovative solutions in this ﬁeld.
Despite being the CEO and
founder of a rapidly growing
company, Mogens' primary
focus is on making himself
redundant. He strives to
transfer his knowledge and
expertise to his team and
integrate it into their
technology. Mogens is aware
that when he fails to do so, he
becomes a bottleneck for the
rest of the organization.
As the power grids in their
potential markets evolve and
undergo restructuring, Mogens
places great importance on
staying updated about these
changes and plans. However,
the most satisfying part of his
daily routine is witnessing the
success of their partners'
customers when they go online,
start earning money, and
eagerly anticipate the next
project to begin.
worldsleaders.com | 13

The Journey
Mogens' journey into the world of SmartGrid technologies
and Virtual Power Plants began during his time as a CTO in
the Telecom industry. The turning point came in 2009 when
Denmark hosted the UN COP15 conference, which placed a
strong focus on environmental sustainability. This event,
combined with Denmark's longstanding commitment to
green initiatives, inspired Mogens to delve into the
development of SmartGrid technologies, ultimately leading
to the creation of Virtual Power Plant technology. He took
the initiative to establish a startup named GridManager and
successfully secured initial funding. However, the market
was not yet ready for such innovations, and the venture
faced challenges. Recognizing the need to bide their time,
they temporarily halted the project.
As the market matured, the role of Aggregator emerged as a
viable route to market. This development prompted a restart
of the project. Leveraging Mogens' experience and network,
S.C. Nordic quickly became a growth project, expanding its
team to 15 members over the last 18 months.
Strengthening Renewable Energy Transition
S.C. Nordic is a prominent player in Scandinavia,
specializing in the development of solutions for flexible
consumption, which is commonly referred to as ancillary
services or Demand Response. This field is considered a
critical component for regions transitioning to renewable
energy production, as renewable sources like wind and solar
power are variable, requiring consumers to use electricity
when it's abundantly available.
As a trailblazer in Denmark, S.C. Nordic was the first
independent aggregator to offer demand-side flexibility to
the power grid through aggregation. This flexibility
encompasses both production and consumption resources,
providing a comprehensive solution for the grid's needs.
12 | November 2023
14 | November 2023

S.C. Nordic's approach allows its
customers to purchase certified green
power while simultaneously
contributing to the growth and
utilization of renewable energy
sources. This innovative technology is
referred to as 'TrueGreen,' and it
functions as a Virtual Power Plant.
The 'S.C.' in S.C. Nordic stands for
Smarter Consumers, emphasizing the
company's commitment to empowering
its customers to become more
intelligent and conscious consumers of
energy.
Advocating Green Initiatives
Mogens describes himself as a natural
entrepreneur with a strong technical
background in various types of
equipment and a deep understanding of
the opportunities within the power
grid. He places a significant focus on
revenue potential and is committed to
the execution and development of
projects to the point where they can
start generating income.
With an electronics engineering degree
and extensive experience in software
development, Mogens possesses the
skills to identify potential issues with
different types of equipment and
envision effective solutions for their
development. His drive and
determination for execution can
sometimes make him appear impatient
or even a bit hostile to individuals who
require more time to make decisions.
However, he is conscious of this and
makes efforts to ensure that everyone is
on board.
Mogens is deeply passionate about
environmental sustainability, to the
extent that he has entered the realm of
politics to advocate for green
initiatives. He uses his knowledge and
drive to inspire other politicians to
recognize the opportunities within the
green transition and emphasizes the
importance of taking smaller, faster
steps rather than trying to create a
comprehensive plan before
implementation.
Mogens is not only a member of the
town council of Skive but is also
closely associated with a
groundbreaking initiative called
Greenlab. Skive has distinguished
itself as a pioneering town in Denmark
by establishing Greenlab, a designated
area where residents are granted
special permission to share energy
resources among themselves without
the usual tax implications. This means
they can install wind turbines and
develop solar capacity within this area,
and those resources aren't subject to
taxation.
Additionally, this unique setup allows
for the efficient utilization of excess
heat generated by companies, which
would typically go to waste. In
Greenlab, this excess heat can be
shared with other residents who can
put it to good use. Greenlab serves as a
demonstration of what is possible
when tax policies and infrastructure are
reimagined.

What's noteworthy is that Greenlab is located within
the same municipality where Mogens resides. By
actively participating in local politics, Mogens can
bridge the gap between the regulatory knowledge and
the practical industrial applications. This collaboration
between the municipality and an expert like Mogens
highlights the potential for innovative solutions at the
intersection of policy and industry.
Collaborative Approach for Market Dominance
Mogens strongly believes in the power of
partnerships, recognizing that combining efforts with
other entities can result in more significant outcomes
than working in isolation. This partnership-driven
approach allows for rapid growth and the
establishment of a strong market presence while
avoiding unnecessary competition.
S.C. Nordic (SCN) has already forged a partnership
with Norlys, the second-largest utility company in
Denmark. Additionally, they have supporting
agreements with other partners, solidifying their
position for growth and market dominance in
Denmark.
This collaborative approach will extend to the entire
Scandinavian region by the end of 2023, with active
efforts to seek partnerships in other markets as well.
S.C. Nordic is also a partner in a network formalized
by the Foreign Office and the representation in Palo
Alto. Through this program, they have explored the
U.S. market and are eager to assess its potential while
identifying the right partner setup for future endeavors
in the United States.
Fueling Innovation
Innovative leaders understand the value that agile
small companies can bring to larger organizations.
S.C. Nordic (SCN) recognizes this strength and
considers it a driving factor for its future growth. SCN
intends to position itself as an entrepreneur and
innovation center, dedicated to ongoing development
and growth.
The company's strategy for achieving this goal
involves offering its technology, expertise, and skills
as a technology center that others can leverage and
benefit from. SCN aims to play a pivotal role in
fostering innovation and driving technological
advancements in the energy and demand response
sectors.
Search for Young and Open-Minded Innovators
Mogens emphasizes that SCN represents a new
industry that will undergo significant development in
the next decade, much like the experiences of the past
century. This transformation poses challenges to all
facets of the industry, from seasoned technicians to
emerging market developers.
SCN, like many others, grapples with the global
demand for more skilled and motivated individuals.
Mogens states, “We are a forerunner in a completely
new industry, so we have the find the right people and
invest in training and increasing the personal skill sets.
We are looking for young and open-minded people
that a driven by execution and eager to learn. By
young minds, we mean people that are eager to learn
and doesn't confront the world with an 'already full
mind' mindset.”
Risk That Paid Off
Mogens acknowledges that one of the most significant
risks he took was developing TrueGreen with the
available resources, a practice often referred to as
"bootstrapping" in the startup world. This approach
carries the constant threat of depleting funds before
reaching a break-even point. However, successfully
accomplishing this has been a personal triumph, as it
saved us the time and resources that would have
otherwise been spent on seeking potential investors,
negotiating deals, and restructuring the business. The
current setup grants us substantial freedom to make
decisions about the best path forward.
Vision for Environmental Preservation
Mogens thinks that addressing the critical issue of
environmental preservation is undoubtedly the most
significant task at hand. This entails a continued
expansion of renewable energy sources. SCN's
technology, known internationally as "Virtual Power
Plant," "Demand Response," "SmartGrid," or
"Ancillary Services," is globally recognized as one of
the fundamental components to ensure a consistent
power supply and the efficient utilization of energy.
SCN is committed to enhancing the business case for
renewable energy capacity development by actively
supporting its utilization. This, in turn, strengthens the
overall societal value of transitioning to renewable
energy sources

Alex
Alex
Alex Melgar&
Carlos Telles
Telles
Telles
Visionary leadership is the cornerstone of
success, and Alex Melgar and Carlos
Telles exemplify this quality at
Ambassador Services. Alex, the CEO, is an
accomplished executive with a remarkable
history of leading high-performing organizations
to unprecedented growth. With his extensive
experience in the maintenance services industry,
he joined Ambassador Services in 2012 as the
Chief Operating Officer, swiftly ascending the
ranks. Alex strategic prowess enabled him to
merge three companies, streamlining operations
and reducing costs while enhancing customer
satisfaction. Under his guidance, the
organization achieved an impressive revenue
growth of 157% over the past five years, all
while maintaining an exceptional 92% customer
retention rate.
Carlos Telles, the Managing Director, brings his
operational expertise to the forefront. With 20
years of industry experience, Carlos leads the
overall operations at Ambassador Services with
an unwavering focus on fostering innovation. He
is renowned for his dedication to the training and
development of service personnel, readily
immersing himself in the trenches to guide the
team. Carlos's consistent track record of
delivering exponential business growth has
earned him widespread respect and admiration
within the organization. He is passionate and
decisive, prioritizing customer needs while
steadfastly supporting the associates day in and
day out. Together, Alex and Carlos embody
visionary leadership, propelling Ambassador
Services to new heights of success.
Ambassador Services
Ambassador Services, established in 2007, is a
renowned company specializing in commercial
maintenance services. With a successful track
record of 16 years in the industry, it has firmly
established itself as a reliable and experienced
provider. Its headquarters are located in Houston,
TX, strategically positioning them to serve a
wide range of clients.
At Ambassador Services, the company offers a
comprehensive range of services, including
janitorial services, grounds maintenance, HVAC
services, and general labor solutions. Its
dedicated team is equipped to handle diverse
maintenance needs, ensuring that its commercial
spaces are clean, well-maintained, and conducive
to productivity.
While Ambassador Services' primary operations
are focused within the state of Texas, it extends
its services beyond its borders. The company has
expanded its reach and now cater to clients
across the nation, enabling it to proudly claim a
national footprint.
From Entrepreneurial Upbringing to Building
a Legacy
Alex's and Carlos's journey in the business world
began at a very young age when they were still
children. Their father owned small businesses in
the service and distribution industry, specifically
in restaurants. Growing up in an entrepreneurial
household, Alex and Carlos had the opportunity
to assist their father from an early age. Their
Alex
Alex
Alex Melgar&
Carlos Telles
Telles
Telles
18 | November 2023

responsibilities included tasks like moving
boxes around, which may have seemed
simple at the time but provided valuable
lessons and experiences that would shape
their future.
As Alex and Carlos entered their teenage
years, their father encouraged them to
contribute to the family business by making
decisions and sharing their opinions. This
level of involvement allowed them to gain
ﬁrsthand experience and develop their
entrepreneurial skills. As teenagers, Alex and
Carlos ventured into the business of clubs
and dance ﬂoors, starting their own small
venture. Alex was around 16 years old at the
time, while Carlos was even younger. These
early ventures laid the foundation for their

entrepreneurial spirit and business acumen.
In 2002, Alex and Carlos made the
decision to migrate to the United States,
seeking new opportunities. They joined a
national company in the maintenance
industry, working with them and gaining
valuable knowledge. Their work required
them to travel across multiple states,
further expanding their experience and
expertise. Continuing to develop their
careers, they later transitioned to another
national maintenance company.
In 2005, with a growing desire for
independence, Alex and Carlos made the
bold choice to start their own business.
They named it after themselves but
initially lacked knowledge on how to
market it or fully comprehend the
responsibilities of being business owners
in the United States. Language became a
signiﬁcant hurdle for them, as their native
language wasn't commonly spoken. They
tackled this challenge by using
dictionaries, videos, and pocket-sized
language learning tools to teach
themselves English.
Despite the obstacles they faced, Alex and
Carlos persevered and dedicated
themselves to learning and adapting to
their new environment. Their journey from
their early involvement in their father's
businesses to their experiences in El
Salvador and the United States equipped
them with a diverse skill set and a
tenacious spirit that would prove essential
in their future endeavors.
A Journey of Excellence in the
Maintenance Industry
Alex and Carlos embarked on their
journey in the United States, with their
story commencing in Tennessee. It was
there that they began their exploration of
the American job market, working for a
company. However, it is important to note
that their work experiences trace back to
their time in El Salvador, where they
20 | November 2023

actively engaged in various pursuits
from a young age.
Following their time in Tennessee,
Alex and Carlos decided to relocate to
Houston, TX, where they continued
their careers in the maintenance
industry by joining another company.
In this new environment, they
sharpened their skills and acquired
valuable expertise in providing top-
notch maintenance services. It was
during this period that Alex took a leap
of faith and established Cleaning
Services of America as his own
venture. Within a year, the business
thrived, successfully catering to the
needs of their clients.
As fate would have it, their paths
eventually converged, leading them to
join forces at Ambassador Services.
For the past sixteen years, they have
been devoted team members of this
esteemed organization. Their diverse
experiences culminated in a strong
background in the maintenance sector,
enabling them to deliver exceptional
services to their valued clients.
Fostering Growth and Overcoming
Leadership Challenges
Alex believes that there are certain
qualities lacking among today's
emerging leaders. He emphasize the
importance of personal growth as a
leader and also share your opinion on
what other leaders commonly lack as a
result of their leadership styles.
Carlos adds that one of the significant
shortcomings of many leaders is their
lack of attention to their team and
people. A leader can only be effective
if they have good followers who
support the team and its ideas. It's
essential for leaders to listen to their
team members and consider their
thoughts and opinions. Carlos
highlights that sometimes the best
ideas come from those who are directly
involved in the work.
According to Alex, continuous
education and a commitment to
learning are essential for growing as
leaders. He emphasize the importance
of self-evolution and personal
development in order to effectively
lead others. Alex refers to the concept
of "ROSE," which stands for the rate
of self-evolution. This concept
suggests that the growth of an
organization depends on the leader's
ability to evolve and prepare
themselves for leadership.
Alex describes three stages in the life
of an entrepreneur or business owner:
the "I," the "we," and the "they." The
"I" stage represents a time when the
leader operates independently, making
decisions and directing the business on
their own. This stage reflects the
highest level of responsibility and
control for the leader. The "we" stage,
on the other hand, signifies a transition
towards working with a team of
individuals. It acknowledges the
importance of collaboration and
delegating responsibilities to others.
The “they” stage is for the ability to
become a push-up Organization,
delegate responsibilities to each
department and then monitor results at
a higher level.
Carlos emphasizes the importance of
being a good listener as a leader.
Actively listening to the team members
and creating an open and supportive
atmosphere encourages effective
communication and collaboration.
Additionally, he highlights the need for
flexibility in leadership. Being
adaptable and open to different
perspectives and ideas allows for
innovation and growth within the team.
Carlos believes in providing
constructive feedback to the team, even
in situations where they may have
failed. Learning from failures is a
crucial aspect of leadership and
personal development. Leaders should
encourage their team members to
embrace failures as learning
opportunities and to constantly seek
improvement.
Driving Positive Change
To drive improvement in society,
organizations, and people's lives, Alex
believes that providing accurate and
truthful information is crucial,
especially in the realm of education.
He emphasizes the need to counteract
misleading information by offering
genuine and reliable knowledge to
society. This improvement in social
information can contribute to better
decision-making and progress.
Within their own organization, Alex
sees room for continuous
improvement. One aspect he aims to
enhance is work-life balance. In today's
fast-paced world, where professional
demands often take precedence, he
recognizes the importance of creating a
culture that promotes a healthy balance
between work and personal life. By
prioritizing this balance, he envisions
positively impacting the lives of the
people within the organization.
Regarding opportunities, Alex
identifies equality as an important
focus area. Promoting equal
opportunities for individuals regardless
of their background or circumstances is
vital to foster a fair and inclusive
environment. Additionally, he
emphasizes the significance of
continued education, highlighting the
value of ongoing learning and
development for personal and
professional growth.

Delivering Tangible Results and Great
Customer Service Through a Wide Range of
Digital Marketing Services
Ben Foster
CEO | The SEO Works
22 | November 2023

Ben Foster, CEO of The SEO Works, found
his way into the digital industry through a
combination of interest and opportunity.
As a young computer enthusiast, he
gravitated towards the hands-on aspect of
media creation during his university
studies. This led to a web design role,
thanks to a successful final year project.
Over time, he honed his skills in creating
user journeys, optimizing e-commerce
flows, and measuring the impact of his
designs, always keeping a strong focus on
driving commercial outcomes through
clear calls to action. He shares, "This
experience then broadened out into
marketing and thinking about how to get
people to your site in the first place."
After his web design role, Ben moved on
to work at a marketing agency, where he
sharpened his skills in account
management, project management,
strategy, and leadership. Working at an
agency exposed him to diverse business
problems and a wide range of clients. He
later took on the challenge of running a
digital health business and was successful
in growing the online platform from 2
million to over 30 million monthly unique
visitors. His team also introduced the UK's
first appointment booking app. When the
chance arose to lead The SEO Works, Ben
saw it as a perfect opportunity to utilize
his extensive knowledge and experience
to help clients maximize their digital
potential. He has now been with the
company for over seven years, and the
experience has been phenomenal.
The Leader
Today, SEO is important because it aids
companies in expanding their visibility
and audience on search engines like
Google. A company can raise its position in the
search engine results pages (SERPs) for
pertinent keywords by optimizing the content,
structure, and other elements of its website. This
will increase organic traffic, leads, and potential
customers.
Having a solid SEO strategy is crucial for
businesses to stay competitive and succeed
online in a world where more and more people
rely on search engines to find information,
goods, and services. Additionally, SEO can often
offer a higher ROI than paid advertising, and the
advantages of having a strong search engine
ranking can have a lasting, positive effect on a
company's online presence.
The SEO Works is a highly regarded provider of
search marketing, websites, and paid social
media for well-known brands and thriving
SMEs. For more than fifteen years, the
company's main focus has been getting
businesses more customers online.
The SEO Works is committed to providing a
high return on investment and is focused on
delivering tangible results for businesses. The
company takes a data-driven approach and
leverages its experience in digital measurement
to show the impact of its work. With over a
decade and a half in the industry, The SEO
Works has established a reputation for delivering
real results to its clients and maintaining high
standards in its output. The company's longevity
is a testament to its ability to consistently deliver
results and meet the needs of its clients.

Team of Experts
Working with The SEO Works provides access to a diverse
team of SEO specialists, each with expertise in specific
areas of SEO. This approach results in campaigns managed
by multiple team members, with a dedicated point of
contact for clients. With more than 80 digital marketing
experts in the company's broader team, clients can benefit
from a wealth of experience and support.
With this wide range of practitioners in the company, the
experience and support is phenomenal. Ben asserts, "If
there is a current issue that is challenging a client, you can
be sure that one of our team members has experienced it in
some form or another in the past—this "hive mind" really
helps. SEO consultancy and support come as part of the
service—we really get to know your business, your USP,
and the unique challenges and needs of your customers.”
View on Market and Client Approach
The SEO industry is not regulated, leading to a diverse
range of options for those seeking SEO services. These
options include freelancers, small businesses, full-
service agencies offering SEO as one aspect of their
services, and specialized SEO agencies. As a result, the
cost of SEO services can vary greatly. It's important to
be cautious of providers offering quick, low-cost SEO
services with limited transparency, as this can often
result in more harm than benefit.
While cost is an important factor, it's also crucial to
evaluate an SEO agency's track record and client base.
A tailored proposal and positive client references, as
well as awards and accolades, can be signs of a quality
agency. Be wary of providers who are secretive about
their methods, practices, or personnel.
It's important to note that SEO is not a cheap marketing
strategy, but it can be a highly valuable investment in
24 | November 2023

terms of increased website traffic and
potential customers. In terms of
return on investment, SEO can be
one of the most cost-effective forms
of marketing when done correctly.
This requires time, patience, and
investment, as the results can be
exponential once your site begins
ranking for relevant searches. Keep
in mind that the cheapest option is
unlikely to be the best. SEO success
requires effort, time, and investment;
if it were easy, fast, and cheap,
everyone would rank number one for
their desired terms.
Digital Marketing Forecasts
As the possibility of a recession
looms, 2023 may be a challenging
year for marketers. In tough times,
marketing budgets are often the first
to be trimmed. However, this short-
term approach could harm long-term
efforts. Instead, marketers should
adjust their messaging and
approaches to accommodate
changing behaviors and sentiments.
Hiding your brand to save money
may limit recovery. If cuts are
necessary, prioritize channels that
have no measurable return on
investment.
In 2023, browsers will block more
ads, and third-party cookies will
become less relevant. Cookieless
advertising will likely have fewer
targeting options unless marketers
have first-party data to enhance their
efforts. Marketers should focus on
collecting and organizing their first-
party data to prepare for this
changing landscape.
Artificial intelligence has made
significant progress with the release
of GPT-3 and ChatGPT. Some
businesses are already openly using
AI to help generate content, which is
then thoroughly checked for
accuracy and revised by editors.
Google has made a direct statement
about the technology, reiterating their
stance that content quality and user
experience are the key factors in
determining rankings. They have also
announced that they will be bringing
AI technology to their search engine
experience. It will be fascinating to
observe how AI continues to shape
and influence work methods in 2023.
World Leader for Marketing
Services
The goal of The SEO Works is to
become a leading global provider of
marketing services in the digital age,
while maintaining steady growth.
The company aims to earn its
customers' trust and loyalty through
exceptional service, accreditations,
and successful results, leading to
satisfied customers who are willing
to recommend the company to
others. Ben states, "We'll continue to
invest in our team so that they are the
most talented digital practitioners
across the UK.”
The SEO Works is experiencing
significant year-over-year growth and
is making progress towards its goals.
This success is largely due to the
talented team and the supportive
culture that the company has
cultivated. A structured strategic
planning process that involves the
entire leadership team, with a focus
on adaptability, has enabled the
company to continuously improve
and build upon its strengths while
addressing its weaknesses. "We are
always interested in speaking with
other businesses who feel they are
not getting enough from digital, and
want to invest in a quality outcome,"
says Ben.
Reach out to The SEO Works via
https://www.seoworks.co.uk/contact-
us/

Dr.Gabriel
Serrano
Pioneering Skin Care Innovation

For over four decades, Dr. Gabriel
Serrano has been at the forefront
of dermatology, leaving an
indelible mark on the industry. As
the esteemed owner of the
renowned Dermatology Clinics in
Valencia, Madrid, Dubai, Bogotá
and Bayahibe, bearing his name,
Dr. Serrano has built a legacy of
exceptional patient care and
groundbreaking innovation. In
fact, the Valencia clinic is
th
celebrating its 50 anniversary in
2023.
Driven by his deep understanding
of patients' skin needs, gained
through direct contact in his daily
practice, Dr. Serrano founded
Sesderma Laboratories in 1989.
With a commitment to
personalized care and attentive
listening, he embarked on a
journey to develop specialized
products that address a myriad of
skin concerns.
Sesderma, a leading Spanish
dermatological laboratory with a
remarkable 34-year history, has
emerged as a dominant force in
over 90 global markets. The
company is dedicated to intensive
research, development,
formulation, and manufacturing
of advanced dermocosmetic
products, nanonutraceuticals, and
medical-aesthetic cosmetics.
At the heart of Sesderma's success
lies a relentless pursuit of
research, development, and
innovation (R+D+I), driving the
creation of groundbreaking
solutions. The Sesderma Group
encompasses several notable
brands, including Sesderma,
Mediderma, Sophieskin, Dr.
Serrano, and Dermopartners,
specializing in third-party
manufacturing.
In 2008, Sesderma made history
with the introduction of complete
product lines utilizing the power
of nanotechnology. This
groundbreaking achievement
revolutionized the industry,
allowing ingredients to effectively
penetrate the skin's protective
layer, ensuring their utmost
efficacy. Unlike superficial
offerings from other cosmetic
lines, Sesderma's liposomal
products go beyond mere
hydration and comfort, providing
comprehensive repair and
protection throughout all layers of
the skin.
The ethos of “Listening to your
skin” encapsulates the essence of
Sesderma, a laboratory devoted to
nurturing skin health and beauty.
Through dermatological
innovation and an unwavering
dedication to the well-being of the
skin, Sesderma continues to
redefine the boundaries of the
industry, leaving a lasting impact
on the lives of countless
individuals.
34 | November 2023

Embracing Family, Medicine, and the Joy of Life
Family holds a significant place in Dr. Serrano's
life, serving as one of the central pillars of his
happiness. His love for his wife Claudia and
adoration for his six children bring him immense
joy. Being close to them, particularly his youngest
daughter Sofia, who is just two years old, fills his
heart with love and vitality. Dr. Serrano cherishes
every moment spent with his family, recognizing
the value of time and appreciating its significance.
He often expresses his belief that time is precious,
both in terms of its worth and its association with
life.
Medicine stands as another pillar in Dr. Serrano's
life, stemming from an early calling that he felt at
the age of 12 in his native Colombia. He would
sneak into the family library to explore the
medicine books belonging to his father and
grandfather, fostering his passion for the field. Years
later, he ventured into the United States and
eventually settled in Spain to study medicine, and
later specialized in Dermatology, obtaining a
doctorate Cum Laude from the University of
Valencia. Subsequently, Dr. Serrano worked as a
resident doctor and dermatologist at the University
General Hospital of Valencia, becoming Deputy
Clinical Head of the Dermatology Service, where
he worked for more than 25 years. In 1976 he
opened his own dermatological clinic in Valencia,
where he has had the privilege of treating over
40,000 patients throughout his career as a
dermatologist. He soon discovered that there was a
lack of dermatological products to address the
problems of his patients and was inspired to
formulate and create dermocosmetic products
himself.
As a businessman, Dr. Serrano embraces a restless,
tenacious, and enthusiastic nature. He approaches
life with optimism and friendliness, finding joy in
engaging in significant projects and new challenges.
Driven by a desire to inspire others, he often
encourages people to join him in embracing life
with enthusiasm and celebration. He considers life
as more than just a dream, but rather a unique
opportunity to be cherished and enjoyed. Rather
than shying away from challenges, Dr. Serrano
actively seeks them out, consistently striving for
growth and fulfillment.
Dr. Serrano's purpose of helping others has marked
his career and led him also in 2014 to create the
Sesderma Bali Foundation, dedicated to helping
women and children without resources and
disadvantaged, so that they can have a dignified life.
In addition to this, Dr. Serrano has also launched
another Foundation in Bayahibe, focused on
helping people with disabilities and cerebral palsy.
This reflects the doctor's true passion for Latin
American countries such as Colombia, Mexico and
the Dominican Republic.
Dr Serrano Ramon y Cajal Academy of
Health Sciences, Madrid

Your Digital Travel Partner that Ensures
Your Comfort at Every Step of the Way
I believe that our
customer service is as
good as it is because our
employees genuinely like
®
working at ehotel.
36 | November 2023
Fritz
Zerweck

foundation. Users can apply filters
that include both basic options like
equipment and amenities and more
complex options like various
sustainability criteria to their search,
taking into account company
guidelines as well as suitable and,
most importantly, valid offers from
among the more than 7 million hotel
rooms. For instance, guests have
traditionally chosen hotels with e-
charging facilities. Similar to this,
clients have started to take certified
green credentials into account more
and more since ehotel® started
promoting hotels with them. Of
course, ehotel® keeps all information
up-to-date at all times.
A Promotive Workplace
His team members value this
thoughtful approach, and ehotel® has
received favourable reviews on
workplace rating websites as a result.
According to their comments,
employees are pleased with ehotel's®
commitment to a healthy work-life
balance, the respect shown in all
interactions, and the company's
support of open communication.
Working at ehotel® includes access
to air-conditioned offices,
contemporary equipment, team
assessments, and further training
possibilities. Employees also receive
open-ended job contracts, financial
help for their retirement planning,
childcare cost subsidies, and
coaching.
ehotel® also provides remote
working options and reasonable
compensation. The pleasant working
environment at ehotel® is something
accountants, and specific user
demands serve as the foundation for
ongoing innovation. Because it is a
data-driven company, ehotel®
regularly analyses its operations to
improve customer satisfaction and
process efficiency.
The Visionary
Albert Schweizer, a Nobel winner,
once said, "Setting an example is not
the most important way to influence
others. It's the only one." This saying
is something that exemplifies the
leadership style of Fritz Zerweck, the
CEO of ehotel®. He is a team player,
a motivator, and a source of
innovative ideas and was initially
intended to take over his parents'
retail business. Working on new
inventions continually and
collectively, according to Zerweck, is
crucial. Even though he is the one
who is responsible, he always leaves
the door to his office open and would
never use his authority to impose his
will. "Everyone contributes their
thoughts and ideas," he explains,
"and that helps us to avoid mistakes
and grow beyond what we thought
was possible." The continuous team
efforts to perfect the digital cycle of
business travel have been the open
secret of ehotel®'s success for 22
years.
At ehotel®, Fritz Zerweck is able to
combine his love of travel with his
aptitude for money management and
interest in cutting-edge technology.
For instance, he played a key role in
the introduction of the cutting-edge
meta-search technology that
currently forms the company's
A study shows that the yearly income
for the travel and tourism sector is
roughly 63% derived from online
reservations. You can handle online
bookings effectively with a
competent hotel reservation system.
By automating reservation
procedures, the possibility of human
error and financial losses in the hotel
industry is decreased. A simplified
booking process also enables
hoteliers to give customers a more
user-friendly booking experience.
It all started with the notion of
making it possible for business
visitors to swiftly and precisely
choose appropriate hotel rooms from
a broad range of offers and
contingents at the best price. As an
independent web portal offering
cutting-edge technology and
comprehensive solutions, ehotel®
now covers all aspects of business
travel, from booking to invoicing.
Every new product since 2000 has
been centred on the consumer. The
service offerings of ehotel® are
influenced and shaped by the daily
activities of business travellers, travel
managers, purchasers, and
A
38 | November 2023

6,000 of the 30,000 accommodations
that ehotel® covers are part of a
large chain, the rest are individual
businesses. The CEO compares the
hotel industry to the food sector,
where booking portals are the
supermarkets in the system: "You
don't see Coca-Cola running its own
stores and handling sales and
distribution itself," he continues,
explaining how hotels benefit from
ehotel®'s concept and offering.
Leading the Market
With a focus on all aspects of the
company, ehotel® has a distinct
competitive edge. The secret to
everything is transparency, fairness,
and trust, including happy
consumers, engaged clients, and
cooperative hotels. Long-term
success as a service provider is
impossible if all you're after is a fast
buck, claims Zerweck. His business's
consistent expansion demonstrates
this hypothesis.
For the past 22 years, ehotel® has
been a leader in the hotel reservation
market. When it comes to user
friendliness and consumer trust,
ehotel® routinely ranks highly in
market research surveys conducted
by reputable media outlets. The
Berlin-based business can take pride
in a number of prizes for both its
inventions and its superior webpage.
"A company is only ever as good as
its employees," emphasises Fritz
Zerweck," and our employees are
fantastic in every respect."
Customers use the ehotel® Rate
Manager sourcing tool to confirm the
availability, completeness, and
accuracy of negotiated contract rates.
Through rigorous audits across all
GDS and non-GDS channels, the
platform avoids undesirable contract
prices and supports data-based
purchasing. The ehotel® central
billing system completes the range of
ehotel® services by enabling clients
to easily automate their booking and
payment procedures and manage
their business travel expenses.
To enhance internal procedures and
hence reduce costs further, all
ehotel® products can be used alone
or in combination. Customers' travel
habits have altered as a result of the
epidemic, but Fritz Zerweck is
certain that hotel booking websites
will survive. As a result, ehotel® will
keep making sure that clients have
the most flexibility possible. The
business has already responded to the
request for new standards by
introducing fresh ideas and
modifying its search criteria to
include, among other things, hygiene
ideas, digital check-in possibilities,
and hybrid event planning.
By emphasising these alternatives,
ehotel® helps both business
travellers and the lodging facilities
that provide this extra benefit. Since
ehotel® encourages and rewards high
standards and exceptional quality, it
goes beyond simple price
comparison. "The hotel market in
Europe is very molecular and
fragmented," Fritz Zerweck
explained in an interview with
Handelsblatt newspaper: Only about
that Fritz Zerweck particularly
values. He previously worked in
finance, which is akin to a shark tank,
where there is continual pressure to
do better than everyone else. When
people get along and cooperate well,
he thinks one may do much more.
Collaboration entails mutual respect,
consideration of opposing
viewpoints, and the development of
ideas from one another.
When asked what advice he would
give to young corporate leaders, Fritz
Zerweck says, "You have to have
confidence in your employees and be
prepared to take on responsibility,
even if you have gone down the
wrong path before. Too often, leaders
bask in the success of the company
while shifting responsibility for
failures down the line. That poisons
the working atmosphere.”
Enabling Tech for Service
Improvement
A key ehotel® technology is ehotel®
Analytics, a complete tool that assists
travel managers in compiling data
and producing trip volume
evaluations. The dashboard has 29
integrated reports that can filter all
the data by location, nation, hotel,
cost centre, order number, contract
rate, and payment method, among
other criteria. Processes may be
made simpler by automatically
analysing all data to find potential for
savings. Each employee may also be
located in the field by travel
managers, a capability that was very
helpful during the epidemic.

MATTHEW
TELESCA
An Entrepreneur and Technology
Enthusiast Using Artiﬁcial Intelligence
(AI) to Revolutionize Logistics and
Supply Chain Management
46 | November 2023

PRESIDENT
&
CEO
MGN
Logistics,
Inc.

Matthew Telesca is a
prominent American
entrepreneur, investor, and
business leader. In 2000, he
founded MGN Logistics, Inc.,
a company that specializes in
logistics and transportation
solutions. As an early adopter
of web-based transportation
solutions, Telesca launched
LogisticsQuote.com, an innovative platform that
provided transportation quotes to customers online, in
the same year. His entrepreneurial spirit and visionary
leadership have been instrumental in driving the growth
and success of MGN Logistics over the years.
Matthew is an enthusiastic reader, passionate
entrepreneur, and technology aficionado. He has
successfully founded and sold several companies while
retaining significant investments in numerous others.
Apart from his business ventures, Telesca has also made
substantial investments in real estate and cryptocurrency,
with estimated holdings valued between $18 to $23
million. His diverse business interests, coupled with his
entrepreneurial acumen, have helped him build a
considerable net worth over the years.
As the President and CEO, Telesca's main responsibility
is to guide the company's future direction in terms of
both acquisitions and technology development. He is
constantly evaluating potential acquisitions, networking
with other company founders and entrepreneurs to
explore opportunities. Additionally, he keeps abreast of
the latest technology trends in the transportation and
logistics industry. Currently, the company is focused on
expanding into artificial intelligence and developing
technology that will provide exceptional results for their
clients' freight management performance.
Idea to Improve Process
Telesca started as a laborer in a warehouse, but was
quickly promoted to the position of warehouse and
logistics manager. He became enamored with creating
systems and processes that could simplify and automate
his responsibilities. At that time, there were very few
transportation websites available, and those that did exist
were rudimentary and lacked many features. He
envisioned an interactive website that would allow users
to create accounts, compare shipping rates, manage and
dispatch shipments, and track them online. No website
offering these capabilities existed at the time. Together
with a computer programmer friend, he brainstormed
and started building a website in 1999. They launched it
in May 2000 under the name LogisticsQuote.com, which
was the first of its kind. The site became extremely
popular and went viral. In 2004, he sold the website to a
group of private investors, which marked the beginning
of his journey in freight management and technology.
MGN Logistics
Telesca opened MGN Logistics as a traditional truckload
brokerage. The company is the leading freight
management and technology solutions provider in the
country. Its Transportation Management System, or
TMS, is used by many of the country's top manufacturers
and Fortune 500 companies. With all modes of
transportation, including LTL, truckload, rail,
intermodal, air, ocean, expedited, last-mile, international,
and parcel, the system is one of the most comprehensive
and technologically advanced systems on the market
today. Freight analysis, business intelligence, mode and
pricing optimization, along with sophisticated
algorithms, combine to create a powerful but simple-to-
use fully digital freight management software. MGN's
fully proprietary TMS easily allows users to manage,
analyze, and track every aspect of their freight spend,
along with carrier performance.
Business Growth
Business growth has occurred through a combination of
acquisitions and organic growth. Since 2007, MGN has
acquired several advanced technologies and logistics
companies, and Matthew has developed a successful
roadmap for each acquisition that has allowed each
transaction to be easier and more successful than the
previous.
M
48 | November 2023

Aligning Work
Life Balance
Entrepreneurs often struggle
to maintain a balance
between work and personal
life. Fortunately, Matthew is
in a favorable position as his
executive team has
expanded, enabling him to
delegate many of the day-to-
day responsibilities of the
business. This strategic move
allows him to stay more
focused on the broader
picture rather than
becoming bogged down in
the nitty-gritty details, a
common pitfall for many
entrepreneurs. Losing sight
of the overall management
and goals of the business
can be a fatal mistake. To be
successful, entrepreneurs
must learn to strike a
balance between the two.

Dedicated to Fostering an Environment
for Positive Mental Health and
Successful Rehabilitation

Communication and connection
are fundamental human needs
that provide comfort and allow
people to share their
experiences and concerns with
others. For inmates, who often
have limited physical
connections and rely on
telephones to stay in touch with
family and the outside world,
communication is particularly
important.
Oliver Drews, CEO of Telio
Group, is a Hamburg-based
entrepreneur. He is dedicating
his life for the last 20 years to
the world of prisons. Telio
Group develops and delivers
communication solutions for
ministries and prisons in 23
countries around the world. All
Telio products are designed to
make an important contribution
to the resocialization of
inmates. Seeing an urgent need
to advocate and build a lobby
for the many children of
detainees, Oliver Drews
founded Connecting Hearts in
2022.
In his position as CEO, his goal
has always been to find the right
balance between enabling a safe
and secure environment for
inmates and staff against a
backdrop of facilitating
rehabilitation.
As a 12-year-old, Oliver
participated in a student
exchange program that took
him to Marseille where he had
the opportunity to visit Château
d'If, a location featured in the
famous movie "The Count of
Monte Christo" and known for
housing one of the most
prominent inmates who was
wrongfully accused. He recalls,
"At that time, I did not know
that the world of corrections
would determine my future life.
Today a painted picture of this
Château hangs on the wall of
my office.”
Prior to joining Telio, Oliver
underwent a banking
apprenticeship. The previous
management team of Telio was
in search of someone who
could bring structure and a
serious business perspective to
their company, which led them
to approach him.
Aligning Digitalization and
Innovation
The Telio team's primary focus
is to partner with jurisdictions
and promote positive
correctional outcomes, such as
reducing recidivism, to
ultimately create safer
communities. Their expertise
lies solely in corrections, as
they do not serve other
industries like hotels or
hospitals. By listening to their
customers' needs, Telio is
committed to providing
valuable solutions and
dedicated services. Their
approach is one of
collaboration, and their diverse
product and service portfolio
includes innovative digital
technology programs that help
inmates make a fresh start.
Telio believes in promoting
hope through connection and
At that time, I
did not know
that the world
of corrections
would
determine my
future life.
Today a
painted
picture of this
Château hangs
on the wall of
my office.
‘‘
‘‘
56 | November 2023

communication, which includes a greater access to the
outside world, social exchange, and contact with family and
friends. Bringing normalcy to their lives as far as possible.
As the vast majority of inmates return to society Telio wants
to equip them to thrive when they return.
Establishing Culture of Integrity and Innovation
The Telio Group is driven by the mission to modernize the
correctional landscape and to maximise the outcomes of the
jurisdictional partners. Oliver is proud to lead his team in this
mission. Its wide range of products and services goes beyond
just next-level digital innovation; it is also about promoting
rehabilitation and providing inmates with the motivation and
desire they need to have after their release from prison. The
management believes that by offering better access to
communication, inmates are more likely to successfully
reintegrate into society and avoid reoffending, leading to
lower crime rates, safer communities, and a reduced burden
on the criminal justice system.
As a company, Telio Group strives to look beyond the
negative connotations often associated with prisons and
instead focus on providing inmates with a second chance at
life. It believes that this second chance must be deeply
ingrained in the company's DNA.
Leading with the Spirit to Bring Change
Oliver's entrepreneurial spirit has been an intrinsic part of his
persona, driven by a desire to effect positive change. He
firmly believes in the concept of transforming prisons into
better spaces through the provision of products and services,
creating "Places for a second chance" since he believes
everyone deserves one. Despite facing frequent challenges
and a busy schedule, his unwavering belief in this mission
fuels his daily drive to persevere. To continuously evolve and
progress, one must be receptive to novel perspectives and
methods, as failing to do so can stifle growth and adaptation.
Aspire to Creating New
Oliver seeks individuals who are passionate about their job,
open-minded to new topics, and receptive to constructive
feedback. He values those who aspire to contribute to
something larger than themselves and are committed to
driving progress.
Founding Telio Group
The Telio Group was established
in Hamburg, Germany 25 years
ago with the goal of
revolutionizing and modernizing
the penal system through
innovative breakthroughs. Its
focus on creating smart digital
prisons that provide inmates
with more opportunities and
enable officers to focus on high-
value work has been central to
its mission. The Telio Group's
solutions contribute to creating
a positive work environment. Its
journey began with a simple
service of providing detainees
with telecommunication
services via secure hallway
phone booths in a few German
prisons. Over time, the company
has grown into a global
company with more than 250
employees operating in 23
countries and serving over 700
facilities worldwide.

Mogens Birkelund: A Renowned Expert in Demand Response Solutions

Mogens Birkelund: A Renowned Expert in Demand Response Solutions

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