CowManager has distinguished itself in dairy farming by introducing advanced sensor technology. These sensors, placed in cows’ ears, are revolutionary in capturing vital data throughout the animal’s entire life. Evert Niemeijer, business development manager at CowManager, explains: “We make sensors that you place in cows’ ears, but they go further than traditional sensors. For example, thanks to these sensors, we can determine a cow’s ideal fertility moment.” This technological breakthrough enables farmers to accurately monitor the health and fertility of their livestock, which is of great value for optimising business operations.
From Chance Encounter to Expansion
The collaboration with Brilliant Work arose after a chance encounter during a meeting of the Netherlands Enterprise Agency (RVO). Niemeijer recounts this, in hindsight, very important meeting: “During an RVO meeting, I started talking with Lizanne Jakobs. And then the ball started rolling. It was the beginning of a fruitful collaboration, through which we were able to further expand our business activities internationally.” Niemeijer continues: “CowManager turned out to be eligible for a subsidy for export coaching. The conversation with Lizanne opened my eyes to the possibilities of international growth and the value of targeted business coaching.”
Although CowManager was already successful, the company saw the need to explore new markets. Until then, they’d limited themselves to the Netherlands, English-speaking countries, and Germany. The French market, although one of the largest agricultural countries in Europe, they’d barely gained a foothold in. Niemeijer: “In France, we literally had five clients, but those were all Dutch farmers who’d moved their businesses to France. We never sought any expansion there either.” The coaching by Brilliant Work focused on setting up a structured approach for international growth with a focus on the French market.
The Impact of Targeted Export Coaching
The influence of coaching by David Kleerekoper on CowManager was significant and directly measurable. In a series of just six sessions, he guided the company through the complex process of strategic decision-making, which was crucial for their success in the competitive French market. Evert, clearly delighted with the results, puts it this way: “Partly thanks to that coaching, we were able to make the right choices, and that has ensured we’re already reasonably successful in France. Thanks to the choices we made under David’s guidance, we were able to launch our products quickly and effectively in France, complete with carefully prepared distribution contracts and an effective marketing strategy. And all that in such a short time!”
Internal Processes
The coaching hasn’t only led to successful expansion in France but also to significant improvements in internal processes and team dynamics within CowManager. The strategic insights gained during the sessions helped the company make their operations more efficient and effective. Evert says: “Thanks to the guidance, we’re now better able to optimise our resources and achieve our goals faster. The improved collaboration within our teams has directly contributed to our recent successes. And that hasn’t only helped us with our growth in France, but it also forms a sustainable basis for future expansions. This experience has made us stronger not only professionally but also as a team.”
Future Plans and Further Ambitions
Inspired by the success in France, CowManager is now looking at further international expansions, with a particular focus on the South American markets. The experiences and insights gained during the collaboration with Brilliant Work will serve as a valuable guide for these new adventures. Evert emphasises the importance of the lessons learned: “The strategies we’ve developed and the successes we’ve achieved in France give us the confidence to enter new markets. We’re now better equipped to tackle the specific challenges and opportunities in South America.”
The company plans to carry out this expansion carefully and incrementally, starting with market research and building local partnerships. “Our goal isn’t just to increase our presence, but also to develop sustainable relationships and a strong brand identity in South America,” Niemeijer concludes.
Asking for help leads to sustainable growth
“As an entrepreneur, you need to know where your strengths and weaknesses lie. Recognise where you need help, such as in sales and marketing, where organisations like Brilliant Work excel,” says Niemeijer. “This approach has not only helped CowManager navigate complex markets like France but has also laid the foundation for our further international expansion. In doing so, you can certainly also look into available subsidies and support measures that are often available for growing companies.”
By engaging in strategic collaborations and investing in external coaching, CowManager has proven that even the most ambitious goals are achievable with the right guidance and resources. “Don’t shy away from the investment, and utilise the available resources for sustainable growth and success. With Brilliant Work, you’re sure to succeed,” Evert Niemeijer concludes.
