When Willem Nolens, founder of NatureCredits, a social enterprise focused on nature restoration in Europe, approached Brilliant Work for starter coaching, the company was at a tipping point. He had a visionary mission: restoring nature through collaboration between landowners and businesses. But the path from vision to a profitable venture was shrouded in mist. “I’d already done a customer development programme elsewhere… but I was just stuck,” Willem explains. This was the challenge NatureCredits faced: achieving a commercial breakthrough without losing its social mission.
The Demand for Change
The idea behind NatureCredits is as simple as it is groundbreaking: to make nature restoration the norm. But how do you translate this into a value proposition attractive to businesses? Willem reflects: “Nature restoration is actually the cheapest way to combat global climate change. But I had no idea how to convey this conviction to potential clients and investors. Nature restoration is desperately needed, but still so little is happening.”
The Power of Coaching
The way forward was illuminated when Willem came into contact with Lizanne from Brilliant Work via the Startversneller (Startup Accelerator) from the Province of Gelderland. She offered him a coaching programme that proved to be tailored to the complex challenges his start-up faced. Lizanne’s approach was one of listening, understanding, and drawing up plans in manageable chunks.
“I was also looking for a bit of a buddy, someone who helped me to motivate myself,” he says about his relationship with Lizanne.
Concrete Results
The result of the collaboration wasn’t just a series of action points, but also a renewed confidence in the project. “I don’t know if I would have continued without Lizanne…,” the founder admits. “The programme with Brilliant Work has led to new thinking partners and a broader network. I’m convinced this is essential for the successful launch ahead.”
The sessions with Lizanne proved to be a turning point for Willem. He describes the impact as follows: “The programme with Lizanne consisted of about ten sessions. And after every session, I noticed that I genuinely felt like getting to work again. And I needed that, because my belief in the project wavered considerably now and then.”
Marketing and Sales: The Challenge Overcome
A remarkable aspect of the coaching was the focus on marketing and sales, traditionally weak points for many social enterprises. “I don’t like hawking to clients.” Lizanne tackled this challenge in a playful way and was able to motivate me to still engage with potential clients. It then turned out that I actually can do that,” Willem chuckles.
”I think you just have to trust the coach themselves. But you also really have to look: does it click or not?”
Looking Ahead
With renewed energy and the support of Brilliant Work, NatureCredits now faces a clear future. They’re actively working to involve various companies from diverse sectors in their mission. This network of thinking partners is a strategic step that might seem like a step back, but it’s a huge leap forward. “This allows us to truly come to market with a better proposition. Sometimes taking a step back is actually a gigantic step forward,” he explains. It’s a message he also wants to convey to other entrepreneurs: “Just be open and let yourself be coached, open up!”
Do you also have a brilliant idea and want to grow? Whether you’re a start-up entrepreneur or have had a company for a while: Brilliant Work is happy to help you!
