Erwin Koenen is the founder of Kyllaros, a consultancy that helps horse owners and breeders improve their performance with expertise in statistics and genetics. This includes, for example, advice on choosing stallions with the best genetic predisposition for breeding racehorses. Especially with an eye on international growth, Kyllaros successfully collaborated with Brilliant Work.
Initial Challenges and the Role of Brilliant Work
While Kyllaros’s services were solid in content, Erwin noticed there was room for improvement in terms of marketing. “I came into contact with Brilliant Work during a networking barbecue at StartUp Nijmegen. After a conversation with Lizanne about my desire to expand internationally, particularly to the Gulf region, it turned out that Brilliant Work was the perfect partner to support me in this,” Erwin explains.
The collaboration began with a focus on business and export coaching. “It soon became clear that I was eligible for both a starter subsidy and an export subsidy. As a result, Brilliant Work not only sharpened my business plan and helped me further shape my international proposition, but also helped to professionalise my marketing and website,” says Erwin. Thanks to this integrated approach, Kyllaros could continue to develop.
Online visibility bears fruit
The collaboration began with a focus on business and export coaching. “It soon became clear that I was eligible for both a starter subsidy and an export subsidy. As a result, Brilliant Work not only sharpened my business plan and helped me further shape my international proposition, but also helped to professionalise my marketing and website,” says Erwin. Thanks to this integrated approach, Kyllaros could continue to develop.
The Brilliant Work coaches, Maarten Smit and Elham Mohseni, played a crucial role in this process. Their expertise in guiding start-ups and offering targeted advice enabled Kyllaros to respond quickly and effectively to market opportunities. “They have experience in entrepreneurship themselves and in guiding start-ups, and they are very concrete in their advice, which greatly helps in making good decisions faster,” Erwin emphasises.
The revamped website and expert guidance together provided a strong foundation upon which Kyllaros can continue to build. The result? More international enquiries, concrete leads, and a better positioning in the competitive equine sector. Thanks to Brilliant Work, Erwin feels better equipped to realise his ambitions in the international market.
Lasting Impact with an Eye on the Future
The coaching not only led to direct improvements but also to a clearer business focus and long-term strategy. “I now have a clearer picture of where I want to go with Kyllaros and which markets I want to tap into,” Erwin declares. “That clarity certainly contributes to the company’s success.”
Erwin Koenen is vastberaden om Kyllaros’ internationale aanwezigheid te vergroten, met name in de veelbelovende Golfregio. “Ik was een maand geleden fysiek in Saoedi-Arabië en Qatar om potentiële klanten te spreken,” deelde Erwin enthousiast. Deze persoonlijke bezoeken zijn doorslaggevend voor zijn strategie om Kyllaros als een toonaangevende speler in de internationale paardensector te vestigen.
Know What You Want to Achieve
The foundation of a successful coaching relationship is clarity about your expectations and needs. Erwin from Kyllaros advises other entrepreneurs to think carefully about what they want to achieve before starting the programme. “Try to clarify what your question is and what you need to grow,” Erwin says. “Then your coach can offer targeted advice and support, which benefits the effectiveness of the programme.” He also indicates that for Kyllaros, the coach’s network was very important for entering new international markets. “My coach’s network opened doors to markets where I otherwise would have had difficulty getting in,” he shares.
Finally, Erwin also values the directness and concreteness of the Brilliant Work coaches: “They’re honest enough to say when they’re not the right party to help. That transparency ensures that as an entrepreneur, you not only use your time and resources efficiently but also have realistic expectations about what the”
