3 lessons from innovative entrepreneurs

3 former winners of the KVK Innovation Top 100 share tips on how they conquered the market with their idea.

1. Involve the customer in the production process

CropX (winner in 2011) asked customers for feedback during the development phase. This even led to a new product. CropX sells software, hardware (such as sensors), and data that help farmers improve the yield of their land. One example is their soil moisture sensors, which won them the KVK Innovation Top 100 award in 2011. These sensors measure, among other things, the moisture and temperature of the soil. When CropX researched the behaviour of their customers, they discovered that customers wanted to see data about the soil when registering their crops. For example, what type of soil it was.

“Good feedback does not come automatically,” CropX president Janneke Hadders shares from experience. "That is why you need to gather feedback in different ways, through employees who are in contact with customers. For example, daily customer contact by telephone, email, and support requests. But also through meetings, on-site demonstrations, and conversations at trade fairs. What really helps is that our employees come from an agricultural background themselves, including farming. They understand the context of our customers like no other and are quicker to recognise opportunities or bottlenecks. This not only makes our communication with users topically relevant, but also more credible and efficient."

2. Do not rush into a new market

“Every new market required different product adjustments that did not benefit the quality and ease of use,” says Guillaume Smitsmans of Greentom. In 2017, this company won the KVK Innovation Top 100 with a baby stroller made from recycled plastic. Greentom launched their stroller in 40 countries.

"A new market is challenging because people there do not know your product or its advantages yet. There may have been demand for your product in your existing market, but not in your new market. Then you have to create that demand. That requires marketing effort. You have to communicate clearly and explain what problem your product solves. But how do you decide which market to enter? Smitsmans recommends the following steps.

• Research the different markets. Understand the needs, wishes, and behaviour of customers in the new market. You can do this through surveys, interviews, or by using existing data.
• Analyse the competitors. What are they doing well and where are the opportunities? What is missing in the market that you can offer?
• Research cultural and local adaptations. Consider local preferences and regulations. Smitsmans explains that Greentom had to comply with certain certifications. This meant they had to adapt their product, which increased costs.
• Conduct a test launch. Adapt your product based on the feedback you receive.
• Use networks. Look for local partners. For example, via the Enterprise Europe Network or the Netherlands Enterprise Agency, RVO (in Dutch).

3. Do not apply for patents in too many countries

Groasis won the KVK Innovation Top 100 in 2018 with its biodegradable, intelligent bucket. Thanks to this innovation, deforested areas can be replanted with trees. The business applied for patents in no fewer than 113 countries. CEO Wout Hoff explains that this involved considerable costs and work.

“So we decided to drop certain countries.” But how do you make that choice? Hoff recommends asking the following questions:

• Can the product be manufactured in country X?
• Are there customers for the product in country X?
• Are there potential competitors with their headquarters in country X?
• Can your patent be enforced in the country? In other words: is the system reliable?