Krathaak, a revolutionary gadget for safely transporting crates of beer on bicycles, is the brainchild of Thijs Jansen. This product has now found its way not only in the Netherlands but also internationally to consumers in more than ten countries.
Despite success in the consumer market, Thijs faced a challenge in business sales. Krathaak had found its place in the market and sales were going well, but approaching corporate customers was a different story. “My background is technical, and I had no experience in business sales. Selling to consumers via a website is totally different from approaching business clients,” says Thijs. The dynamics and demands of the business market required a different approach and skills he hadn’t yet developed. It was clear there was a gap in his knowledge and expertise when it came to building long-term business relationships and closing large contracts.
New Opportunities Through Collaboration with Brilliant Work
Through his network at Startup Nijmegen, Thijs came into contact with Brilliant Work during a training session. This proved to be a turning point. The training not only gave Thijs insight into the basic principles of business sales, but it also enabled him to reflect on his current approach and identify the necessary improvements. This initial introduction to Brilliant Work marked the beginning of a valuable collaboration that would further help Krathaak in its growth ambitions.
Thijs approached Brilliant Work with the question of how he could improve his sales process to business clients. “I wanted someone who could coach me in business sales, and that turned out to be David Kleerekoper,” Thijs explains.
David helped Thijs analyze the sales process and identify potential business customers. “We looked at how we could look beyond just students buying cases of beer to broader business opportunities.”
Krathaak Conquers 650 Albert Heijn Stores
A recent milestone Thijs achieved thanks to his collaboration with David is the partnership with Albert Heijn, which means that the Krathaak is now available in 650 stores.
Thijs explains: “Since last Monday, the Krathaak has also been available in 650 Albert Heijn stores. It was a large order, and now our products are in six hundred and fifty different shops.” This collaboration required a new version of the Krathaak, specifically adapted for Albert Heijn’s shopping trolleys. “The idea is that you simply take the specially designed version of the shopping basket home with you, without having to transfer your groceries into a plastic bag.”
Results and Progress
Another important goal for Thijs was to find someone who could take on the sales and marketing for Krathaak. Together with David, he drew up a profile for the ideal candidate. Although a suitable candidate hasn’t been found yet, Thijs now has a clear idea of what he’s looking for. “I now know what qualities are important for someone who wants to co-entrepreneur and take on sales and marketing,” says Thijs. Even though the ultimate goal hasn’t been reached yet, the collaboration with Brilliant Work has led to valuable insights and a better understanding of the business market.
Brilliant Work also pointed Thijs to the possibilities of subsidy vouchers, which was a huge help given the limited cashflow in the initial phase. The coaching by David Kleerekoper partly took place via a subsidised programme with a starter subsidy and an export subsidy. “Without those vouchers, I probably wouldn’t have been able to follow this programme. As a start-up, you simply don’t have those kinds of reserves,” Thijs admits.
Design and Innovation: Thijs’s Strength
Beyond business support, the collaboration with Brilliant Work has also contributed to Thijs’s personal development as an entrepreneur. “I’ve learnt a lot about strategic collaboration and the importance of seeking help when needed,” says Thijs. He therefore advises other start-up entrepreneurs to make use of coaching and support services.
In the future, Thijs hopes to find a partner who can further professionalise the sales and marketing of Krathaak, allowing him to focus again on what he loves most: designing new products. “My strength lies in design and setting up production, not in sales and marketing. It would be ideal if someone else could take over that part of the process. Or even take over Krathaak completely. Then I can throw myself into coming up with new products.”
Strategic coaching as a growth catalyst
The collaboration between Krathaak and Brilliant Work is an example of how strategic coaching can contribute to the growth and professionalization of a start-up. Brilliant Work helped Thijs to better understand business sales and develop an effective strategy. Thanks to Brilliant Work’s guidance, Thijs has made significant strides in his business development. He has gained valuable insights and learnt practical skills that better prepare him for future challenges and growth opportunities.
Thijs concludes: “Thanks to Brilliant Work, I now have a clear picture of what’s needed to be successful in the business market. That deal with Albert Heijn would never have happened without David. He helped me to refine my strategy, and I now feel better prepared for future challenges and opportunities.”
