My Cart


Dana von der Heide - Parcel Perform - Interview

Super Super Dope

Posted on September 12 2018

Read The Insightful Interview with Dana von der Heide, Founder & CCO at Parcel Perform, the best e-commerce parcel tracking solution to deliver an outstanding customer experience.

Enjoy this insightful Interview with Dana von der Heide, Founder & CCO at Parcel Perform

'What motivates you to get out of bed in the morning?’

Knowing you can actually do the things you love. I’m truly not a morning person, but knowing I can go to our office, work with our teams and help other businesses grow - that gets me out of bed every day.

How and why did you start Parcel Perform?

I started my career in the logistics industry and I realized, that the right logistics setup is one of the key success factors for any e-Commerce business. Once a customer places an order, many merchants send them away from their website to an external logistics carrier’s page to track their parcels. Merchants are losing a key opportunity to engage their customers, expose their brand and differentiate themselves for competition.

My co-founder Arne and I started Parcel Perform to help merchants take control of this part of their business, deliver a seamless after check-out experience and finally gain visibility on the performance of their carriers.


What does an average day look like for Parcel Perform?

We start each day with our daily standup - where all team members across all functions quickly brief each other on the most important tasks at hand. The rest of the day is rather unpredictable - but that's exactly what I enjoy about the startup roller coaster! I get to build up a team, help other businesses and learn a lot myself as well.

What inspires you?

Seeing people fight for what they believe in. And to come to the office and have a team that believes in your vision for the company as much as you do. Basically these guys:

The Parcel Perform Team Celebrating Singapores National Day 2018

The Parcel Perform Team Celebrating Singapores National Day 2018

What do you enjoy most about running your own business?

The fact there is never a dull day really. You always have a new challenge waiting for you - building a business comes with a lot of freedom, chaos, and responsibility at the same time. You get to choose what you want to do and how you want to spend your time.

Can you tell me about a time when you almost gave up, how you felt about that, and what you did instead of giving up?

In the beginning, a lot of people looked at me with doubt and encouraged me to rather stick to my safe corporate job. Overcoming your own worries and the desire for stability was maybe the hardest. But in the end, you just gotta to do it and I haven’t regretted it since.

How is being based in Singapore affect Parcel Perform?

Many established local and international businesses either have an office here or see Singapore as a starting point to expand their business in the region. The logistics industry here especially is thriving - being such a relatively small country allows you to test a product and expand quickly.

We also appreciate the constant drive for innovation, even in the Singapore government - we just recently embarked on a pretty exciting project together with the Infocomm Media Development Authority (IMDA) to enable the Federated Parcel Lockers initiative in Singapore.

Parcel Perform won the Start-Up competition on Channel News Asia, how has this affected the business?

Yeah, that was a super exciting time actually! I really never thought I would come to Asia and end up winning a reality-TV show. For us as a young company it was great - being chosen by established venture funds gave us a lot of credibility and the opportunity to go to market a lot faster.

What is your favorite quote?

In our office on the main wall it says: “With hustle and heart, anything is possible.” The more I look at it, the more I think that these two are the most important ingredients for success

With hustle and heart, anything is possible - the wall mural in the Parcel Perform office

Anyone interested in Parcel Perform services please feel free to check out there website or get connected with Dana on LinkedIn. Parcel Perform also just launched a newsletter, summarizing all their insights to help other businesses grow - you can sign up here.


Work In Start Up, Running Your own Hustle? Want to feature on The Hustlers Journal? Then please do get in touch at