EventInsight focuses on service

21 January

Text by Karlijn ter Horst, Photo by Pepijn van den Broeke

Only 1 in 10 start-up companies are successful. In recent years quite a few have passed the revu of noordz. How are they doing now? In episode 6: EventInsight from Groningen.

What do you guys do?

Bas Krijgsman, co-founder and owner: "We help events to improve themselves by actively encouraging networking and giving organisations insight into why visitors come back. We do this via an app for event visitors and consultancy for the organisers. Which of EventInsight's tools are we going to use to achieve your goal as an organiser? For example, we have automated matchmaking, and can facilitate speed dates or roundtable discussions. And - unlike other evaluation tools - we can ask targeted questions directly to visitors. For example, we can ask for feedback immediately after a speaker has finished, because it's then that their impression is still fresh''.

Ruben Haring, co-founder and owner: "Where you used to come home with a pile of thirty business cards and no longer had a clue who was who, you now have everything digitally arranged and organised. We make sure that the personal encounter between visitors gets better. People used to go to events to gain knowledge, but nowadays everything is available online. Events are the place to talk to people. Visitors get an invitation from our app, but they decide whether they want to use the app themselves. Many organisers are afraid that people don't want to, but we can see that around 90 percent use the app and only 1 percent hide their profile. And after three months, all the data is deleted again.''

You adjusted the route at the time. Why was that?

Krijgsman: "We began with Almanapp (a protected social network for student associations). I happened to be at a scholarship in Lisbon and that's where I came across this concept. Our app was basically already able to do that along with a few very minor adjustments as well. The market was much bigger than Almanapp's, so that's when we started to do it''.

Haring: "The consultants have joined us. We have a fantastic product, we already knew that, but now we've noticed that we are mostly concerned with how we help the client. Now we provide a service and we happen to do that with an app. At the start you want to bring in events, put the app on the market, and think: 'that'll be fine'. But gradually you get more and more involved with the mission, vision and strategy. Then you discover that an app is fun but that's not really what it's all about. Everyone takes the app off from their phone after the event. It's about what someone wants to achieve with their event. We now find out that we have to go back to basics, because our app can do too much. For example, it's nice that there is a 3D map, but is that necessary? We've got a lot more focus now."

Teamfoto eventinsight noordz

What have you learned lately?

Haring: "We've also entered into partnerships, for example with registration partners. At first we thought: 'We'll do everything ourselves', but we don't really need to do that at all. It's much better to find partners who are the experts in the field and then coordinate with one another so that you can keep your focus.

What does the future look like?

Krijgsman: "We have received funding from the NOM, among others, so that we can continue to grow. And that has been achieved through our own app. We sought contact with Flinc at the Promotiedagen in Groningen, where EventInsight were used. Every time we walked past Flinc's stand, it turned out to be unmanned. Then we made an appointment via our own app and everything happened very quickly. We are now entering a phase that is different from what we know, because we are scaling up and going international. There are all sorts of new things involved. How do we make sure that here inside the company we're all looking in the same direction if, for example, we come up with something new. And we can get down to work on strengthening our tools."

Haring: "Because of those investments, we can now work on our business rather than in the business. As cliché as that may sound, it's true. Our investors are actively thinking alongside us. They provide focus. That's why we've already been able to expand to Germany. And in early 2020, we'll probably launch in England, because it's a big event country.''

"We're working on the business now, not in the business."

And when will the big breakthrough be?

Krijgsman: "I think that it's here now. We just have to optimize it. We've made a five-year plan and we're still on course. The target? "4000 events anually by 2022.

Text by Karlijn ter Horst, Photo by Pepijn van den Broeke


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