We desperately need them, ambitious startups. Just look at all the challenges that lie ahead. Then you'd better guide and facilitate them as best you can. The NOM Startup Program does just that. Listening, tickling, inspiring, contributing ideas, helping them move forward and holding up a mirror.
Inflation seems to be hitting startup programs a bit. The number of accelerators and mentoring programs in the Northern Netherlands grew substantially in recent years. 'It has become a business model. Did you know that out of 12,000 startups in the Netherlands, 10,000 facilitators are active? That's a bit out of step, I would say.' Still, Niels Palmers sees the importance of the NOM Startup Program. He is one of its developers.
'Look, we've really only just started, so I can't already say how successful our program is,' continues the business developer and entrepreneur. 'But I do see that we approach it differently. We are closer to it, I think we can be sharper and better understand what startups are up against. I made a lot of mistakes myself as an entrepreneur. That helps. As far as he is concerned, the importance of the NOM Startup Program is great. 'The Northern Netherlands does not have many large companies. But we do have a lot of big transitions we are facing. We desperately need startups and scale-ups to get it all done. That social challenge is essentially the main reason why we offer this Program.'
Each time, between eight and twelve startups participate. They have applied to NOM, or are invited, for example because they were in another program, or had a scan done. 'Yes, there is definitely potential among them. Look, not all of them will make it, but some startups are based on really good ideas. We want to help bring those ideas to maturity through intensive guidance.'
The program is divided into three clear blocks, each lasting about two months: Validation, Customer Solution and Go to Market. 'That order was very deliberately chosen,' Palmers said. 'And also the time between the blocks, so that the entrepreneurs really get the time to take steps and seriously think and build their business. Incidentally, the blocks can also be taken separately.'
Validation
No one-off tips and advice, but really taking them by the hand. Participants receive homework after each meeting. Small steps, that matter in the process towards a successful business. Validation is all about getting the market, the target group, the problem - and building a good team. 'That's where many startups make their first mistakes,' Palmers says. 'They are often product-driven, but forget to check if there is really a problem to solve. So they need to reverse that order, and we teach them that.'
An essential and often confrontational component remains the team. It not infrequently becomes clear that a redistribution of roles - or a change in composition - is needed. 'That can hit hard,' Palmers acknowledges. 'But rather now than too late. Sometimes we advise a founder to take a different role themselves. It's up to them to make that choice; we help them gain the insight.'
We want to help bring ideas to maturity through intensive guidance.
Niels Palmers, NOM
Customer Solution
In the second block, Customer Solution, the program delves deeper into testing the chosen solution. Is this really what the market is waiting for? That includes customization: every startup has its own target market, scalability issues and dynamics. 'A good idea is great, but of course that alone won't get you there. In this block we take very concrete steps, and the way the startups take them says a lot about their potential. You have to be coachable, open to feedback, and willing to adjust your assumptions.'
Go to Market
The last block, Go to Market, is all about action. Then it's about getting your product or service on the market, finding customers who are actually willing to pay for it. Palmers: "That is also difficult for many startups, but essential, of course. Focus is required, knowledge and perseverance. Because that is what the whole NOM Startup Program is about: you have to take action yourself and do your homework. And I must say: they do that very well. Really, the North certainly has talent and ambition in that respect.'
PARTICIPANTS PREVIOUS EDITIONS
Wheelshare
His fellow Biotope resident actually only used his car once a week, to drive his dog Whiskey to the woods. Was there no one willing to share? That call led Thomas van der Woude from Haren to the idea of Wheelshare. 'We first took a picture of the mileage, put the key in the same place every time and kept a spreadsheet. Surely that should be easier?' Meanwhile, the app is available to everyone and more than 200 vehicles are shared via the app.
Van der Woude went through the Startup Program and as a result recognized the pain points of his startup. 'The fact that we are now developing with so much focus has everything to do with what we learned. It started with the big question: for whom are we solving a problem here? A lot of thought has gone into that. The specific target groups we approach, in what order, how we use technology, when we do exactly what. We are all still working on that, also with the help of the tools and knowledge we received in the Startup Program.
Sphere of Sound
Sound is everything to Jelmer Althuis. Bands, making music, 'messing around' with technology. And later into the studio. I knew pretty early on: studying is not my thing. Doing and making creative things is.' He became one of the co-founders of VRelax and started thinking about audio in addition. 'VR only works great if the audio is really good. That's what I started focusing on.' Meanwhile, Sphere of Sound does much more. The Groningen-based Mediacentrale company makes audio tours and is working on sound that promotes mental health. 'Perception. That's what it's all about. We distinguish ourselves through immersive sound experiences with techniques such as spatial sound and 3D sound.'
The question is then: how do you market something like this? Who is waiting for this and how do customers know how to find you? 'That is indeed the challenge. I focus on people who get through a busy day without being aware of their need for real mental rest. Partly through our REEBOOTH, they discover what that can do for their energy, concentration and recovery. Through the program, I learned who the target audience is, where to put my focus and how to tailor my solution to the need. The whole idea was essentially peeled down to the core. That's very valuable.
