Venture Lab Entrepeneurship Story. Interview with Nico Hofte about Business Development at Power-Packer. Page 6/32

1. VentureLab Twente VentureLab Twente
Entrepreneurs Entrepreneurs
2012
2012 volume 2
volume 2 Group
8

2. Foreword Entrepreneurship with ambition and passion
As chairman of the Strategy Board Innovation Twente, it gave me great pleasure to accept the invitation to write the
foreword for this VentureLab booklet.
We live and work in a rapidly changing and complex world, where there are great developmental differences
between industries and regions. We see that we can no longer build on the routines of the past in order to develop.
To be able to make a difference, we need to innovate not only in the area of products and services, but also in
the area of processes and systems. Limiting ourselves to local markets is no longer a tenable option either. As
entrepreneurs, we need to come up with new solutions and explore new markets if we are to remain successful.
In doing so, we need to develop a good view of the whole value chain of products and services on which we want
to focus, and find good strategic partners in order to reinforce our position. All of this takes ambition and passion:
the ambition and passion to explore, to innovate and to persevere. The parties cooperating within Innovatiesprong
Twente, such as entrepreneurs, educational institutions and local authorities, aim to inspire and support businesses
and organizations in the Twente region in taking up the challenge. The business support programmes and the
entrepreneurial community of VentureLab provide support and insight to entrepreneurs, so that they can develop
successfully in the dynamic world of today.
Kind regards,
Herman Hazewinkel

3. Message
We see this reflected in VentureLab, where we are receiving a growing number of applications from established
businesses. In a few cases, our coaches have supported management with questions concerning business development
and marketing strategies. We saw something of the sort with the last group in 2011, in which five managers from the
from the Scientific Director Chinese steel giant Bao Steel participated. In the second half of this year, they will be returning with a new group.
This points directly to another strong side to our programme: our extensive network. The contacts with Bao Steel
have encouraged us to expand our network of contacts in Beijing and Shanghai. This immediately creates new export
Now that VentureLab has trained over 200 entrepreneurs, we have gained even more knowledge about the origins and opportunities, as China looks set to remain an enormous market that offers openings not only to Germany, but also to
growth of entrepreneurial skills, thanks to the input of our participants. The information is stored in a unique database, the ever substantial Dutch manufacturing industry.
which we use for further scientific research. This leads to valid insights into the way in which entrepreneurs act and into
the results of their actions. Interaction
The combination of and the interaction between science, knowledge, entrepreneurship and innovation will remain the
Time and again, we see that entrepreneurial processes do not run in a straight line. As a rule, they are based on more basis for the reorganization of VentureLab. Our services will be provided on several levels in the future. In part, all the
criteria than just return on investment. Constant interaction with their customers, their potential market and their participants will attend the same training sessions, but we will also be focusing more on their specific requirements
environment prompts entrepreneurs to make adjustments to both product and service in their business plan. This often or capacities. So it could be the case that we bring ideas or entrepreneurs with great potential into contact with
leads to better results and an acceleration of entrepreneurship and growth. possible launching customers more quickly. We will be catering more closely to the entrepreneur as a person and to
the competencies he or she still needs to develop. We will also be developing sub-products in the form of half-day
There is still insufficient recognition of this fact in the banking sector and the authorities focusing on business plans. modules, in order to give participants practical training in areas such
However, it is my opinion – supported by the knowledge gained from VentureLab – that success is just as difficult to as strategy, finance and intellectual property management.
predict as the lack of success. This is confirmed by venture capitalists. They have strict selection procedures and yet few of
the businesses they choose reach great stature. In other words, even the venture capitalists do not know in advance what Furthermore, we are considering participating (up to a maximum
ideas will be successful, despite their expertise. risk-bearing share still to be determined) in start-ups with a
strong likelihood of success, which are also affected by fewer
Reorganization subsidy opportunities at the moment. This idea still needs further
These insights form the guidelines for the reorganization of our programme. Now that the generous support of our development, as it requires the foundation of a new legal body,
subsidizers has been discontinued, we are faced with the challenge of taking more business-like action and proving that among other things. One final relevant development is the increasing
we can stand on our own feet. Thanks to the subsidies, we have built a firm foundation to do so. interest from local municipalities, and other authorities and
organizations. The Netherlands is too small for ten VentureLabs;
We retain our ambition to forge stronger links between entrepreneurship and innovation. In contrast to the rather elastic new collaborative ventures could be the vehicles for expanding our
general use of the term, we define innovation as the creation of value through renewed products or production processes, knowledge-sharing. And for generating income, as an innovative
often in conjunction with the development or use of new technology. Entrepreneurship is an essential condition for concept like VentureLab also demands good entrepreneurship.
achieving results in innovation, as a good idea does not automatically produce a successful business product.
An increasing number of larger companies are switching to corporate entrepreneurship and developing innovative ideas Prof. Dr. Aard J. Groen
or concepts in smaller units. At the same time, they are working on strengthening the entrepreneurial skills of those Scientific Director of NIKOS and
involved, in order to develop concepts into new products or services with added value for the market. Professor of Innovative Entrepreneurship

4. Message
from the Programme Director And we don’t do this alone. VentureLab is also a safe environment in which participants can inspire one another and
encourage each other to push back frontiers. In this eighth group, we’ve seen once again how entrepreneurs help each
other to go further and come up with new ideas. There is great mutual solidarity and collegiality. Many participants
The participants in our eighth group, whose interviews follow, subconsciously emphasize the broad scope of name this solidarity as one of the strengths of our programme.
VentureLab. There were more of them than in any previous group and they were certainly no less varied. What strikes
me is that some entrepreneurs in this group have huge potential. Furthermore, they have great allure and are also Business model
known outside their own circles. Take Genalice, for example, who won the National ICT Innovation Award, and Meanwhile, we are working on our own business model. We were able to set up VentureLab thanks to generous
Axiom-IC, who won the Van den Kroonenberg Award, presented to a business affiliated with the University of Twente subsidies. As a rule, small businesses and start-ups don’t have the means to be able to participate in a programme like
that stands out for its innovative products or operational management. Actuant, the listed American parent company of ours. Partly thanks to VentureLab, dozens of businesses have now taken off and can offer jobs to a total of over 400
Power-Packer, presented its subsidiary with two innovation awards. The company from Oldenzaal expressly involved people. So there are demonstrable results – also on a social level.
VentureLab in the acclaim it received.
These subsidies will be discontinued at the end of 2012.
And there are other remarkable events as well. The new car company Vencer, which focuses on the development and VentureLab will keep going strong, however, since our
production of high-end racing cars, has now finished its first model and is ready to conquer the world market. Another programme continues to generate more and more interest.
participant, AAA Concepts, presented an electric fun car during its time at VentureLab. But of course these special Moreover, we can open up even further, as we are no longer
results and events in no way detract from the achievements of the other participants. obliged by the subsidies to focus on the eastern part of the
Netherlands. We will be spreading our wings, for example by
Larger companies forging links in the Groningen region in the field of energy.
This eighth group has also demonstrated what we suspected earlier, i.e. that VentureLab can also provide added value We will also put more emphasis on approaching and serving
to larger companies or companies that have been around longer. This category remained largely off our radar for a long the aforementioned larger companies. But alongside that,
time, as our focus was on start-ups from the eastern part of the Netherlands, due to technical subsidy considerations we will remain loyal to our original target group and to our
(more on that below). But it is precisely these companies that can really use our help. Because of their structure and/or original goal: stimulating real innovation by linking plans and
history, they are often not flexible enough to be able to set up and continue successful innovation processes. One answer ideas to entrepreneurship.
to this is corporate venturing, or corporate entrepreneurship. It is our ambition to support more companies in this way.
Our approach remains pragmatic. Entrepreneurs have no time or need for detailed theoretical debates. So our
programme is always pragmatic. Entrepreneurs or their employees have to be able to put it to immediate use. Dr. Rob van Lambalgen
Workshops such as ‘business modelling’ and ‘investor readiness’ are structured around this need. It is significant that Programme Director
they have led to business models being adjusted several times already. At the same time, this regularly enables us to
encourage participants to take bigger steps that hardly lead to bigger financial risks.

5. Page
10-11 The road to innovative motion control - Nico Höfte
12-13 Technological revolution in Health & Life Sciences - Bert Reijmerink
14-15 4 Minutes to find the right employee - Daan Slütter
16-17 Firm foundation for a new product - Mirjam Bruggink - Beate ten Bokum
18-19 Structuring ambitions for growth - Neil van der Veer
20-21 An archive that’s always accessible - Carl Latka
22-23 Next generation business model - Mirko Uitslag
24-25 No idea is too crazy here - Jan-Jaap Bats
26-27 To find the obsolete - Erik Lausberg
28-29 Valuable aerial views - Henrie Wolters
30-31 Story with a good ending - Egbert-Jan Holleman
32-33 Advanced measuring gives more information - Han Leonhart
34-35 Two steps in very advanced X-ray technology - Klaus Bethke
36-37 It all begins with yourself - Erwin Liemburg
38-39 New forms of philanthropic business - Ellen Altena
40-41 New applications to increase the quality of life - Marijn van Os
42-43 Firmer place on the map for design house - Clemens Mensink
44-45 More than just a tent - Martin de Jonge
46-47 Towards sound production processes - Jan Harmen Wiebenga - Johan Hol
48-49 Open mind for the future - Rob IJland
50-51 From education to the business market - Hermien Lubbers
52-53 New markets for solar energy - Ton Koenders
54-55 Innovative knowledge guaranteed - Greald Henstra
56-57 Off the beaten track - Joe Walsh
Contents
58-59 Entrepreneurship is about getting on and doing things - Robert Cobben

6. This demands a different way of thinking. ‘Besides our traditional focus on operational excellence, we are going to
concentrate more on growth and innovation,’ says Höfte. So one of our questions for VentureLab concerned the way
in which you realize innovation within an existing organization. To this end, a workshop was organized here for the
whole management team. Each year, we make a strategic plan, but here we were faced with the question: “Where
will you be in twenty years time?” That was an eye-opener. We are going to focus more on motion control. In that
sense, VentureLab has had a positive influence on our innovation process.’
And the influence has been felt in other ways too. Höfte tells about the programme’s network and databases.
‘It’s easy to get talking to interested parties and target groups. You also get insight into the latest trends and
knowledge. And you come into contact with important sparring partners, through coaching and through talking
to other speakers’. The motion control venture opens doors to sectors like solar power, agribusiness, shipping and
The road to
the defence industry.
So this has made VentureLab a valuable exercise. ‘I knew that the programme focused primarily on starters then,
but I thought it would be interesting and refreshing for us too. Our participation was a sort of pilot, as we are the first
innovative
multinational that has registered to take part. And we were pleased with it. VentureLab definitely has added value
for existing companies as well.’
motioncontrol
With Power-Packer from Oldenzaal (a subsidiary of Actuant, listed on the American stock exchange), VentureLab is
expanding its clientele. It is the first multinational to participate in the programme. Business development manager
Nico Höfte says, ‘Here, we’ve found a sparring partner to organize growth.’
Power-Packer is a world player in the field of electro-hydraulic systems for the automotive, truck and medical
segments. ‘Take, for instance, an operating table, a convertible or a truck’s cab-tilt system,’ says Höfte. ‘In order
to move a roof or a cab, you need a power mechanism. We have a 40-50% share of this global market. In view of
the world economy, we don’t expect this share to grow and that makes us vulnerable.’ Especially in the light of
the company’s ambition to double turnover every five years. ‘So we want to break new ground through market
diversification, product innovation, tapping emerging markets and acquisition.’ www.power-packer.com

7. Technological
‘At the time, we didn’t know so much about bioinformatics,’ he remembers. ‘We approached the problem purely from
a data processing perspective. That was the key to it, I think.’ Genalice invented the technology to place all medical
data, including DNA data, in a broader context. ‘New techniques transform all the data into a clear format, and then
revolution
significantly accelerate the search for new biomarkers with a unique “correlation engine”.’
Things are developing rapidly. Comparative research has recently validated the method. Among other things, it
concerns a data set of 58 anonymous people with DNA, RNA and protein data, which includes 3000 times 23,000
in
unknown links. The answer arrives within a few seconds, calculated by just one processor. ‘So the smart approach
works many times faster and delivers extremely reliable results.’ Ronald Brus, CEO of biotech company Crucell,
talks of a “revolution in Health & Life Sciences.”
Health & Life As a TOP company, Genalice is now working towards the future. The potential is enormous – for patients, clinics and
science. Soon, the technology will be available to all research institutes, with the aim of considerably improving
cancer patients’ chances of survival and quality of life.
Sciences Bert concludes, ‘Starting up a business demands many different competencies. VentureLab helps to recognize and
develop those competencies, which is why I thoroughly recommend it!’
Faster and better cancer diagnosis, and medication tailored to individual patients, resulting in improved
effectiveness and fewer dangerous side effects. These could be the results of the method developed by Genalice for
www.genalice.com
analysing DNA data. ‘This opens up new possibilities for medical research and diagnosis,’ says CEO Bert Reijmerink.
Genalice’s innovative analysis method was created thanks to an unconventional approach. At the start of 2010,
co-founder Hans Karten, a specialist in the field of large-scale, complex data processing, was approached for the
first time by the medical research world. Specialists there were working on DNA analysis, which is large-scale and
complex, and they needed to find the right approach.

8. 4
And 4Minutes is proof of this. The number of men and women posting their CV is increasing rapidly. And that’s just
what the business needs. ‘Those CVs are the most valuable asset. That’s why employers visit the site. They can make
their own choice and only pay when someone actually starts work,’ explains Slütter. He is developing the concept
Minutes
further with an investor. The company now also provides opportunities for secondment and payrolling. ‘We combine
the best of what already exists, in an innovative and unique way, with the flexibility that meets companies’ demands.’
For the time being, 4Minutes is operating only in Twente. But Slütter aims to serve the whole of the Netherlands
to find
within the next few years. This is part of the reason for joining VentureLab. ‘Particularly because of the network, which
has already enabled us to contact a payroller and a leading newspaper. The coaching is excellent and so are the office
facilities. I mention them as well because we’d rather invest in the website and the service than in accommodation.’
the right And with an eye to the future, although Slütter is now assisted by one full-time employee and one intern, the
workload could grow to around 10 FTE once the company provides service on a national level. ‘It probably won’t be
more than that. We’re thinking of using a franchise model for growth. But first we want to get everything set up well in
employee
Twente. And then the roll-out will follow.’
Four minutes is all it takes. In that space
of time, any employer can see whether the
employee they’re looking for can be found
on www.4minutes.nl. And then they can
www.4minutes.nl
go straight on to make use of payrolling, if
they wish. ‘Our combination of CV database
and employment agency is unique, as is our
transparency,’ says director Daan Slütter
It couldn’t be simpler. Employers type in the jobs they’re looking for and find out in no time whether the 4Minutes CV
database has someone for them. ‘Fast, easy and clear,’ stresses Slütter. He thought up the concept when people around
him were looking for a job. ‘As a business administrator, it struck me how inefficient employment agencies are.
You have to keep registering over and over again. If an employer looks at agency A and you’re registered with B, then he
won’t find you. I reckoned things could work differently.

9. It suits CTS down to the ground. As a contract research organization, the company monitors patient safety and the
reliability of research into new medicines, medical aids and treatment methods. The staff ensure that underlying
protocols are met. ‘This had already put us on the track of developing new products, such as training courses and
digital quality systems,’ says Ten Bokum. ‘And now we want to position HTMA well in the market.’
‘That was why we came to VentureLab,’ continues Bruggink. ‘But it wasn’t the only reason. I’ve been running CTS on
my own for around eighteen years now. It’s gone well. We’re independent, we work without borrowed capital and the
lines are short. But now it’s time to professionalize further. The first step was to set up a management team. The next
is to reformulate our mission, vision and business plan. In order to do so, our MT has had several sessions with two
Firm
VentureLab coaches. We’re very pleased with how it’s gone. We’d never have got this far in such a short time with
just the five of us.’
foundation
Ten Bokum says, ‘We’ve laid firm foundations for our
future and we can now go on to build the next level.’
Bruggink nods, ‘Now we’ve got a basis for the stable
growth we envisage.’
for a new product
Setting up, monitoring and managing clinical research has been the core business of Clinical Trial Service (CTS) for
almost twenty years. It is distinctive because of the fact that besides providing services, it also develops products,
such as the Hospital Trial Management Application (HTMA), which ensures that all the information about medical
research taking place in a hospital is available at every relevant level. Marketing this new product is the reason behind
CTS joining VentureLab. The management team and two coaches from VentureLab have also been working on a firm
foundation for CTS.
HTMA brings together all the details of academic medical research taking place in a hospital. Director of CTS, Mirjam
Bruggink, knows that there is a demand for this. ‘The academic office and the Board of Directors of the hospital need Mirjam Bruggink (l) Beate ten Bokum (r)
to be aware of what research is taking place. This software application ensures that the relevant information is shared
quickly.’ Beate ten Bokum, unit manager of Clinical Operations and Clinical Support, adds, ‘We are not a software
company, but we saw this need and picked up on it.’ www.clinicaltrialservice.com

10. ‘We have behavioural scientists, communication scientists and psychologists. This makes us strong both in research
and in formulating answers to questions about marketing and policy. But our really distinctive strength is that we can
think along with our customers. Research is a powerful tool, but you have to know what you can do with it.
Our customers appreciate that. We score 8.4 on customer satisfaction and 8.5 on result usability.’
This is demonstrated by the wide circle of customers and a loyal staff of over 22 FTE. And that just after ten years
after starting off as a one-man business. In other words, steady growth. Van der Veer does point out: ‘I think it’s
relative. As an entrepreneur, you always want more. We didn’t set out to end up here. We see new opportunities, but
you need structure in order to grasp them. At VentureLab, I’ve taken a shot at myself for once – with the coach playing
a leading role. We’ve worked intensively on the business model, and that’s provided the necessary structure. We can
go further now. Or rather, we’ve gone further already.’
Structuring
Van der Veer would also like to recommend VentureLab to their customers. ‘As an agency, we’d like to offer our
support to make this programme better known. It’s a wonderful initiative that Twente can take pride in. Here, you can
find answers to questions like “Who do I need?” and “What can I improve?” If we think our customers would benefit
from that, we will certainly draw their attention to VentureLab.’
ambitions www.newcom.nl
for growth
‘We help our customers to take better decisions. In order to do so, we carry out research, but only as a tool.
Our strength lies in the fact that our research data provides real insight for our customers.’ This fact prompted
Neil van der Veer, director of Newcom Research & Consultancy, to join VentureLab. ‘We hold up a mirror to our
customers. And I wanted to experience that myself now, as we have ambitions to grow as a company.’
The customers range from profit to non-profit. They are active in the banking sector, but also come from local
authorities and educational institutions. ‘Just recently, we helped an energy supplier to find out what their
customers really wanted,’ says Van der Veer.

11. An archive His customers include GPs, universities and many entrepreneurs. ‘I also want to focus on small and medium-sized
enterprises, with one to fifty employees. We have no competition in that segment. We provide the best affordable
that’s
professional archive system in the Netherlands, which guarantees a more efficient working process. And on top of
that, we also give a 100% satisfaction guarantee. Anyone who isn’t satisfied gets their money back.’
The market is difficult at the moment, however, due to the economic insecurity. It is time to take the next step. ‘We’ve
always
developed everything ourselves. It’s high-tech and innovative, yet simple to operate. After one training session of an
hour and half, anyone can work with it. And because our product isn’t web-based, people can’t hack into your archive.’
Through VentureLab, Latka came into contact with a private investor involved in computerization systems for
accessible
hospitals. ‘I’d never have been able to get into that market on my own. Now there are opportunities for growth.
We have a team of seven at the moment, but I expect this number may double in the coming five to ten years.
I came to VentureLab so that I could take the next step. But not only did I gain a lot of knowledge here – I also found
a business partner. That’s far more than I expected.’
It’s a familiar gripe for many entrepreneurs:
mislaying important documents. Flicking
through the document file doesn’t produce
anything and they’re not in the drawer either.
‘And yet it’s so easy. In a digital archive, you
can always find everything, whereas in a
physical archive you’re always dependent on
choices you made earlier,’ says Carl Latka,
director of eDocs.
In many organizations, says the entrepreneur, the information is split up – especially since the time-honoured document
file and desk drawer have had to compete with the PC and e-mail. ‘We bring together what belongs together. You will have
www.edocs.nl
an ordered archive, where you can easily find what you’re looking for. This brings structure to your organization and you
can work faster,’ explains Latka. ‘And the process is very simple. If you decide to start a digital archive on 1 January, then
everything will be digital from then on. And then we go on to digitalize anything that’s still in the physical document files.’

12. The desire to spread your wings is also a typical trait of family businesses. The second generation often wants to do
Next
things differently to the first. Uitslag, for example, is also chairman of the trade association www.modelmakerijen.org.
‘I already had ideas about how I wanted to develop things. I went to VentureLab to clarify those ideas and enable me
to make the right decisions. It’s gone really well, thanks to the fantastic coach.’
generation
In the long term, this position nearer the front of the chain also means the company will need its own drawing and
engineering department. ‘Then we can offer even more added value and take on exceptionally complex orders.
The trend towards outsourcing to low-wage countries is in decline. Our customers want quality, and they know we
make no concessions in that regard. We’re closer to home than the Far East, and that offers more flexibility.’
business
The current staff of fifteen looks set to double or even triple in the coming years. Uitslag says, ‘It’s not enough just
to have ideas; you also need to be able to execute them. VentureLab’s help in that respect has been wonderful.’
model
Mirko Uitslag, director of MMT Technology,
knows what direction he wants to take. The
business he has taken over from his father has
to grow. It has to tap new markets and draw
new customers. ‘Mainly by shifting up the
chain. If you’re nearer the front, you can offer
your customers much more. What I have in
mind is MMT 2.0 or even 3.0.’
MMT Technology, founded in 1978, was originally a classic example of a model and mould manufacturer. In the nineties,
computers appeared on the scene. ‘That’s fantastic. You can work so accurately with them, down to tenths of millimetres,’
says the director proudly. However, there is a ‘but’, as MMT is currently quite far down the chain. Customers only turn up
when the design is ready for the actual manufacture of models or moulds. ‘I want to move further up that chain. If we
www.mmt.nl
extend our share in the process, either on our own or with partners, we can relieve customers of some of their work and
offer them so much more. Maybe even as a total service provider. There is a market for it, consisting of manufacturing
industries in the Netherlands, Germany, Belgium and France.’

13. Nevertheless, making the dream come true has its downside. ‘Suddenly, you’re your own boss, but you work from your
own home. And I’ve noticed that means you miss a lot. Entrepreneurship is interaction with other people; reflecting,
No idea is
stimulating, encouraging and challenging each other in order to stretch your boundaries. That’s what I’ve found at
VentureLab. Here, you find the climate in which an entrepreneur feels at home. Where there’s space for ideas.’
And that’s just what Bats is looking for. ‘Video is dynamic. Hip. Here, we had the idea of making a mobile studio desk.
too crazy
We can use it to interview the entrepreneurs in their own companies, sitting at the desk against a background of
their choice. It’s professional and extremely efficient. We do a professional job and create value for our clients at a
reasonable price. Here at VentureLab everything just fell into place at once.’
here
And looking to the future, Bats says, ‘You have to transform ideas into a concept and strategy following the Kiss
formula: ‘Keep It Simple, Stupid.’ If you find the right balance between fun, life and results, you’ll be successful.
I have the feeling that things don’t stop here. I still want to do much more on the interface between people, creativity
and profits. I’d never have got this far without VentureLab. I’ve really grown here.’
Video is the communication medium of
the future. The findability of a company or
product is increasing by a factor of 360. And
film clips can also be shared easily via social
media. ‘In short, there are opportunities here.
India and China are appearing on the scene
and we have no time to lose,’ says Jan-Jaap
Bats of Bats Publishing. Since he joined
VentureLab, his entrepreneurship has really
taken off. ‘No idea is too crazy here. It gives
you an incredible amount of energy.’
And Bats is indeed bursting with enthusiasm. ‘I started off in the world of printed media. Five years ago, I saw YouTube.
www.batspublishing.nl
Eureka! That was the future. That was what I wanted to do. I’d been dreaming of making video productions for a while
already and now my moment had come. Video is creative and it’s about working with people. You help your clients
increase their profits and earn your own keep at the same time.’

14. To find
And he has gone from strength to strength. ‘Since January 2012, we have also been representing SIL Electronics, a
very reliable supplier, who has been delivering to the defence, aviation and space sector since 1975. That has made us
a very service-oriented and financially secure company. Our strength lies in the fact that this representation gives us
direct entry to all the big American manufacturers and we have our own warehouse with over 40 million items.’
the At the same time, Lausberg is working on a more specific positioning of his company. He anticipates a transformation
to Lausberg Solutions. ‘This could include the assembly and testing of cables, PCBs and machines, for example’.
His participation in VentureLab is connected to this, although it also links up with Lausberg’s wish to keep on learning
obsolete
and growing. He says, ‘I’m always looking for opportunities to better myself. What’s more, VentureLab provides you
with a coach, which enables you to learn faster, as you don’t have to make all the mistakes yourself first.’
The programme has lived up to all his expectations. ‘Focus and perseverance are important. You can take part in lots of
training sessions, use tools for market research, set students to work and build up a think-tank of enthusiastic fellow
participants with the same sort of problems. You just learn so much
here, and it gives you more insight, also on a personal level.’
Sometimes a really technical component seems
to be no longer available. Production has been
stopped and the distributor has no more stock.
At times like that, Erik Lausberg feels like a
fish in water, because it’s ten to one that he can
deliver that component.
This is the basic principle behind his company Lausberg Products. He also focuses on the delivery of high-tech
solutions for high-quality applications. ‘I’m very good at tracking down obsolete parts,’ he says. ‘Sometimes it takes
www.sil-electronics.com
a lot of detective work and you need to have the right network.’ This talent brings him repeated success in getting
assignments and actually delivering the parts requested. www.lausbergproducts.com

15. As an architect trained in graphic design, he is passionate about images, architecture and modern technology.
This passion inspired him to start up Talmay, an agency for advertising, communication and architectural photography.
‘As an entrepreneur, I want to offer something distinctive. That’s how I got interested in the drone. Straight away,
I had the idea of introducing it further in the Netherlands, as the aircraft is used here mainly for “commercial images,”
by estate agents, for example. But I also want to provide informative images, e.g. listed buildings and urban planning,
and analytical images. The latter, for instance, can help a grower with a water shortage.’
VentureLab has helped Wolters take the necessary steps. Even the requisite permit from the Dutch Ministry of Defence
has been granted. ‘It was important to me to gain more entrepreneurial knowledge and competencies, and to come
into contact with the latest developments.’ And that has happened. ‘The coaching, in particular, is very important.
It keeps you on your toes and makes sure that you focus.’
At the same time, VentureLab provides a relevant network. ‘The importance of a network is underestimated. Here, you
meet people from many different branches. In my case, that has led to co-creation with some other entrepreneurs.
Valuable
Without VentureLab, I would never have met them. You even find things you weren’t looking for here. I think that’s
one of VentureLab’s extra qualities.’
aerial views
Sometimes height is necessary for gathering the right information. For instance, are there cracks in that
monumental church tower many metres above ground level? Or that pylon? Can any traces of pollution be seen
from the air? Scaffolding is expensive, and so is hiring a helicopter. Aeroscope provides an affordable and reliable
alternative. ‘Within a couple of minutes, you see everything,’ promises Henrie Wolters.
He pushes a photo across the table. It shows a futuristic-looking drone, which is partly spherical with helicopter
blades. Driven by electric motors, the aircraft ascends quickly to the right height and the camera provides the
www.talmay.nl
required images. ‘The device is manoeuvrable, but it can hover too. The image is very clear and you immediately see
what you want to know. Its informative value is high, so there are many possible applications,’ explains Wolters. www.aeroscope.nl

16. After the summer of 2011, a recruiter turned up very unexpectedly. ‘First, I didn’t want anything to do with it.
I was completely involved with my own business. But this job is a perfect match for my dual study background.
Eventually, I said yes – and I’ve had no regrets. However, the combination of entrepreneurship and a full-time job
Story
was really heavy.’
Holleman has used his time with VentureLab mainly to sharpen up his self-insight and to learn new skills.
‘I’ve learned which aspects are important to me. For instance, if I want to set up a business again, I know that
with a
I first need a team and that I have to be selective in forming it. You need to assemble a ‘crazy bunch’ around you.
Then there are also organizational and operational elements that need more attention. I’ve learned to adapt better
to worlds that aren’t directly my own.’
good ending
In his new job, Holleman has found everything he needs and was looking for. He doesn’t know whether he’ll get
round to forming his own company again. ‘Never say never. It’s all turned out differently to how I expected, but
VentureLab has been very valuable to me.’
Egbert-Jan Holleman, electrical engineer and technical business manager, almost went under with his own company.
The first big order ended in a period of great stress. ‘I didn’t have enough experience as an entrepreneur, and at first
I didn’t realize that machine builders and software builders don’t always understand one another,’ he reflects. For the
past six months, he’s had a job that challenges him on all fronts. ‘It’s a story with a good ending.’
‘I really felt like I’d put my head on the block,’ says Holleman with obvious relief. His participation in VentureLab
coincided with the start of the project he’d taken on. ‘The idea was to take my company to a more mature stage, while
most of the work was carried out by sub-contractors.’ However, it turned out very differently. ‘I was confronted by
things I hadn’t expected. In the end, I completed that project in April 2012.’

17. Advanced
And there are more possibilities. Putting in a modem allows the system to communicate wirelessly. ‘We’ve developed
our own web-based application for it, which helps you deal with logistics smartly. By using GPSR technology,
computers can communicate without it costing money. And the systems and materials are all KIWA certified.
They also improve safety because they detect leaks. And because you can link the measurement results, you have
measuring
a tool for managing processes. There are other measuring systems around, but ours is smarter. This is the most
advanced system.’
Discussions are underway about entering the German market. That is one of the reasons why Leonhart joined
gives
VentureLab. And also because it was recommended by Harry Roewen, founding director of IACS and founder of
subsidiary company LC Products. He was very enthusiastic about the programme back then. And Leonhart says,
‘I’m already happy just with my coach’s advice to use my day better. That gives me more space to breathe.
I also appreciate the added value of the network and the contact with other participants. You’re involved with
more
each other and can help each other out. That’s something you can’t measure! But you do notice it.’
information www.lc-products.nl
LC Products from Rijssen has sold almost 6000
measuring systems for fuel tank contents in the
Netherlands. ‘They may not be unique,’ says director
Han Leonhart. ‘But they are the smartest and they
anticipate demand.’ He is getting ready to enter the
German market, which is about ten times as big as his
home market in the Netherlands.
The basic idea comes from businesses’ wish to be able to measure precisely how full their tanks still are. ‘It’s not so
difficult in principle, but it really becomes exciting when you make intelligent use of that information. And that’s what
our system does,’ says Leonhart. He explains this immediately. ‘If you can measure, then you can also get the system
to show when the tank is full. And then you can operate the overfill protection system automatically. We are the only
company in the Netherlands offering a KIWA certified system for doing that.’

18. The second idea goes one step further. It concerns the development of an X-ray camera with an extremely high-quality
image. Bethke wants to improve it and then make it available for broad industrial application. ‘Here at VentureLab,
I was told to start with the first idea, because the second one costs a lot of time and money. So the plan is to generate
income with step 1 for step 2. Then I can show potential investors that I’ve already earned money. My participation
here has turned out differently than I expected. I wanted to find potential launching customers, but it goes much
Two
further than that. Through VentureLab, I still come into contact with related businesses and investors.’
Bethke has the ambition to forge stronger links between the worlds of research and industry. ‘They are miles apart.
steps in
We work in the domain of enabling technology, which is often difficult to translate to the market. There is a lack of
matching, whereas this new technology can be of great value and significance. I want to build something up that
bridges the gap, preferably in complementary collaboration with other small businesses. They’re more flexible than
very
big organizations.’ In short, Bethke has mapped out his strategy. ‘VentureLab has played a big role in that. Your eyes
are constantly being opened here.’
advanced
X-ray technology
First, there are new developments in X-ray computed tomography, in order to improve the examination of materials and
medicines. Then there’s the optimization of a super high-tech X-ray camera, which can increase the delivery of visual
details and contrasts by a factor of ten. This is the path envisaged by Klaus Bethke. ‘It’s always been my job to know
everything, so there’s a good chance of success if I choose the right path’.
So Bethke has two ideas. They are linked to his past as a university researcher and as an architect with a big player in the
field of X-ray technology. ‘Everyone’s already familiar with X-ray computed tomography from the world of medicine, from
www.isiray.com
CT scans. I want to apply this to small samples of materials. It will allow you to get hundreds, if not thousands of images
that you bring together in a 3D model, in which you can examine material for porosity, defects or fissures. You can also
examine medicines with it.’

19. It all Although business was running smoothly, the question arose of how Liemburg was to develop further. And just at
that moment, he read about VentureLab in an interview, went to an information meeting and signed up immediately.
‘I thought there was still a lot I could learn; about the correct way of giving quotations, for example, and about Dutch
begins with
labour law. My coach was always holding a mirror up to me, saying “How do you do this, and why do you do it like
that? You’re aiming high, but it has to be feasible.” That gave me food for thought.’
yourself
Gradually, after the second panel presentation, a more pertinent question arose. ‘The coach asked if I was happy with
the things I was doing. Well, actually I wasn’t. So the most important thing I’ve learned here is to take a good look at
myself. What do I want? That doesn’t mean I’m going to do different things, but that I’m going to do things differently.
Things will come more from myself and in a more balanced way, in order to take my family into account, who are also
very important to me.’
There’s still plenty to think about, such as Liemburg’s unique selling point. He concludes, ‘VentureLab has been a
quest for me; an awakening – and a productive one, too. It all begins
with myself. From this new balance, I can work on innovation. There’s a
lot more potential in websites, and especially mobile websites. I’ve got
some great ideas for that, and I’m going to develop them.’
He’s full of plans and has a successful one-man business. Erwin Liemburg founded Cocomedia (digital creative
agency) in 2006 with the idea of improving existing websites and creating better new ones from scratch. It’s hard
work, on a “time is money” basis. ‘I was wondering how to take the next step, so I applied for VentureLab.’
Liemburg can talk at length about websites, and he’s not afraid to speak his mind. ‘The interaction between people
www.cocomedia.nl
and technology could often be much better. Your website is your shop window, so you have to think hard beforehand
about what it will look like. It’s not a brochure. It has to be useful to the visitor, who is looking for something there.
Not to mention websites for smart phones. They need a totally different approach’.

20. New
The prototype was presented in the summer of 2011. ‘Though we’re continuing development, we’re putting it on
the back burner for a while. At the moment, there’s no market for an electric fun car like this. Of course, we’ll be
keeping our eye on it, and we’ll continue to develop the drive line.’ That also means more time can be invested in
the two other businesses in the same holding. The first is Maarkel Bouw, a contracting firm with a special focus on
forms
sustainability and craftsmanship. Invence, the second business, helps installers to integrate domotics systems.
They are now housed in the aforementioned farm, which Maarkel Bouw is restoring. ‘Sustainably,’ stresses Altena.
‘So that the farm subsequently has energy label A.’
of
Later on, the historic complex will be able to house many more businesses, which can be assisted by students and
trainees. ‘A sort of innovation hub,’ says Altena. ‘With small, flexible businesses, where entrepreneurs and students
inspire each other. It will create a network; a sort of philanthropic business society.’ This society is also reminiscent
of VentureLab. ‘What I really enjoyed here was meeting people; learning together and from one another. As an
philanthropic
ex-trainee of the Saxion Fast Forward programme, I was familiar with much of the material in the workshops, but
the financial training sessions were very welcome. And so was the coach. What appeals to me is the combination of
master classes and interaction with other participants. I’ve learned a lot of new things.’
business www.invence.nl
A historic farm in the heart of Twente is growing
into a centre of innovative entrepreneurship.
Its members include a contractor focusing on
sustainability, a specialist in domotics and
www.maarkelbouw.nl
the designer of an electric fun car. They are
accompanied by students and trainees.
‘It will create a new network of small businesses, with people who keep each other on the ball,’ foresees Ellen Altena.
The story starts with AAA (said ‘Triple A’) Concept Cars. The first capital A stands for ‘Achterhoek’, a region in
the east of the Netherlands that borders Twente. The other two A’s stand in Dutch for ‘Authentiek’ (authentic)
and ‘Anders’ (different). It is an initiative of entrepreneur Herbert Weekhout, former director of Rotor, the producer of
electric motors in Eiberg. ‘He had the idea of developing an electric fun car,’ says Altena, the project leader of Triple A.
‘The aim has always been to involve entrepreneurs and students from the region. That provides a challenging,
stimulating atmosphere, with plenty of space for corporate social responsibility.’

21. New This is not an exhaustive list. Van Os names some other possible applications. ‘We took over the patent from Philips
to make a mechanical mirror from silicon, which is small, accurate and fast. The next step was to determine how
applications
we could apply this technology in an innovative way. Once you have ideas for that, you go on to the research and
development phase, making specific choices and finding investors.’
Many steps have been taken already. Innoluce is setting up its headquarters in Nijmegen and has opted for a fabless
to increase
set-up. The business does its own designs and sales, but outsources production. ‘We do put components together,
so we can carry out the final checks ourselves,’ says Van Os. ‘The focus is on the application for the printers, as it
concerns very large numbers. We aim to deliver significant quantities in 2014. And in 2013, we aim to have a probe
ready for the medical world. There’s already a lot of interest in it.’
the quality And the role of VentureLab? ‘Our co-founder Bruco drew my attention to it. It’s a good concept. It tries to give very
deliberate and focused help to entrepreneurs. I’ve gained a lot from the various introductions and workshops, and
of life
from the coach.’
‘An emerging MEMS (Micro-electromechanical
systems) mirror company’, is how Innoluce
describes itself on the website. Using the
patents of founding fathers Philips and Bruco
Integrated Circuits, it is preparing for the further
development of mirror technology for miniature
laser scanning and putting it in the market.
‘We enable new applications that increase the
www.innoluce.com
quality of life’, says CEO Marijn van Os.
Innoluce’s technology is ideal for improving the quality of laser printers, for example. The start-up time is shorter and the
machine prints faster. Progress can also be made in the field of medical diagnostics. ‘Our mirror fits into a catheter with
a 2.5 mm diameter. That can be important in taking a biopsy; not only in determining the correct placement, but also in
analysis. It’s feasible that treatment could start during the same consultation.’

22. Firmer place Axiom-IC has been around for almost five years. In that space of time, the number of staff has increased from seven to
twenty. ‘Analogue design is a rare competency,’ says Mensink, when asked for an explanation of this growth.
Yet he thinks that more should be possible, as it’s also an essential competency. ‘We’re high-tech and well-trained,
on
and we deliver high quality, but many customers find our company more or less by chance. We need to do something
about that; place ourselves more firmly on the map. We’re hard at work developing a new audio amplifier, but
marketing it is going too slowly in my view. And in the long term, we want to make our own chip for niche markets.’
the map
Decisions need to be made. And there has to be support for justifying those decisions. ‘That’s what brought me to
VentureLab. Mainly for my personal development and in relation to our growth. In that sense, I’ve found what I was
looking for. Our aim is to continue to grow and possibly employ thirty to forty people in five years’ time. And for our
own product, we’ll probably need investors or a lead customer. Fortunately, the University of Twente has a good
international name in our field. And VentureLab can help to open even more doors.’
for
design house www.axiom-ic.com
Axiom-IC is one of those high-tech companies that operate in a global market. As a fabless design house for
electronic circuits on a chip, it focuses on converting from analogue to digital. ‘It’s a very abstract profession,
involving a lot of maths and physics. Not sexy, but essential,’ explains co-founder Clemens Mensink. ‘There’s potential
for growth here – and for the development of our own chip for niche markets’.
Mensink knows from experience that it’s always difficult to explain to outsiders precisely what Axiom-IC does,
because it is so specialized. ‘We design chips or parts of chips,’ he says. ‘We focus on converting from analogue to
digital and vice versa. A microphone, for instance, is analogue. So is a loudspeaker. Your laptop is digital, but the
signal to your router is analogue. Signals therefore have to be continuously converted. The demands made on this
process are increasing all the time. The quality requirements for audio equipment are getting higher and higher, and
transmission speeds need to increase continually.’

23. This is what prompted him to join VentureLab. He wants to address the concrete question of what he can do to
position his company in the east of the Netherlands. ‘And there’s also the question of innovation. I want to offer a tent
that is both water and dirt repellent. That leads you into the area of nanotechnology. And I also want to expand
my market; for example, with a custom-made tent for luxury camping sites. I have to start shaping all these ideas,
and that’s why I came to VentureLab.’
Besides the workshops, De Jonge has found his coach really helpful. ‘She came up with critical questions,’ he says.
‘She asked about my ideas, and about possible alternative designs and materials. She also kept questioning my target
groups and the way I reach them. In this way, she taught me to look at things from a different angle.’
More The entrepreneur is now hard at work on further developments, with an ambitious and realistic approach.
‘We’re living in a recession. I see that as an opportunity. I can use this period to broaden my selection, improve
and innovate my product and adapt my business model. Every customer wants to be unique, and I intend to turn
than just
that to my advantage. Once the economy recovers, I’ll be ready – with thanks to VentureLab.’
a tent
It was a photo on the internet that gave Martin de Jonge the idea. It showed an Indian tent of a model virtually unknown
in Western Europe, made of fabrics that conjure up a special atmosphere with their printed motifs. The pictures took his
breath away. ‘I thought they were so incredibly beautiful. And suddenly I knew that I could do something with this.’
Three years on, De Jonge now has his own company, Maharadja Tents. He has erected them for renowned clients such as
the Royal Concertgebouw in Amsterdam and the Koninklijke Schouwburg in The Hague. The atmosphere really appeals,
as an Indian tent has a lot more also to offer than your average party tent. ‘My target group is predominantly in the
conurbation of western Holland. I would also like to work more in the east of the country, as that’s where I live, but there
a tent is just a tent, rather than the fancy tents I offer.’ www.maharadja-tenten.nl

24. There are obvious advantages. A sound process will ensure improved quality, reliability and efficiency. The software
also enables the user to design more quickly and cheaply. ‘You can incorporate the distribution of environmental
factors, such as differences in temperature or in the thickness of the material used. That is really innovative and
something that makes us unique,’ says Hol.
Towards The first customers, from the car and steel industry, have already signed up. The duo is also working on promotional
research. ‘We have an excellent and unusual product. But the question is how we can best position it in the market.
We were put on the track of VentureLab by both the University of Twente and the M2i research institute,’ Wiebenga
sound
continues. ‘Scientific research is totally different to entrepreneurship. Here, we’ve learnt to ask ourselves how we can
offer added value to the customer. Customers have to be able to profit from our product.’
That product has also come up for discussion within VentureLab, to find an appropriate business model. Innprove
production
wants to work on the basis of active cooperation with launching customers and research institutes. ‘We want to join
forces to create an even better software product,’ says Wiebenga. ‘In addition, it’s easy to scale up software, whereas
consultancy services are charged at astronomical hourly rates.’ And Innprove can become even more distinctive by
opting for an innovative business model. ‘There are a few companies in the world doing the same as us, but we are
processes
more innovative. We aim to become
an important player in Europe and
further afield,’ concludes Hol.
Although the company is only in its starting phase, the
customers are already queuing up. That’s the position
of Innprove Solutions, the start-up of Jan Harmen
Wiebenga and Johan Hol. Their software helps users to
make production processes sound and to limit fall-out
and wastage in the design phase already.
Innprove is an abbreviation of Innovative Improvements. The name refers to the company’s core business. ‘We make
software to simulate and improve production processes. For example, by entering data about the material and the
required process, you can work out what will happen in advance,’ explains Wiebenga. Hol adds, ‘Take, for instance, Johan Hol (l) Jan Harmen Wiebenga (r)
www.innprovesolutions.com
the production of a car bonnet. A sheet of steel is pressed into the right shape. Our software identifies errors that may
otherwise only come to light during production, and corrects them through the process design. And all this happens
before production begins.’