Martijn van der Hoeden (Founder)

“Growth proves that your ideas are embraced by many. This has always driven me.”

By the time I was eighteen, I had been programming for quite some time. My ambition was to develop software to streamline and automate business processes. When my first customer started working with my software, I wanted more. My business had to grow. Business growth is not easy. Setbacks and successes alternate. What matters is that you continue to believe in your idea, concept and product.

“Business growth is not an end in itself. But it is proof of success.”

After I let my company Assistance Software grow autonomously into a very successful software house (read more about the full history) in the Netherlands and the United States, it was time to realize my international ambition. There were two options: raise growth capital through venture capital, or sell it entirely to a strategic buyer. But to create as much value as possible, a number of things had to happen. I started to think from the perspective of the potential buyer. What ingredients had to be present if I were to buy a business? I critically examined our mission, proposition, go-to-market strategy and delivery methodology to arrive at the best version of our company.

Growth target for 5 years

I made a business plan and set a growth target for the next 5 years. By the time I implemented my plan, over 18 months had passed. Then I entered the market to raise growth capital. When a strategic buyer with a sales network in 26 countries came forward, the choice was quickly made. I sold Assistance Software in March 2017 (watch the interview with ABN AMRO MeesPierson). So my approach had clearly worked.

Need to mirror

At first the idea was to do nothing for a while, but that didn't work. Entrepreneurship is apparently in my DNA: I had to get back to work. What I really wanted was to help other entrepreneurs and share my rich experience.

During my own entrepreneurship I had received advice from accountants and during the sale we had been guided by a corporate finance firm. But I would have preferred to mirror with a fellow entrepreneur who had already experienced everything and who knew what was coming my way. I really missed that.

No Monkey Business arose from this need. No Monkey Business focuses on entrepreneurs who want to take the next step in their growth ambition. We guide and help them, whether it is a growth target, raising growth capital or complete sale. It is important that you create as much value as possible before entering the market to realize that. For this we use the 4-Step Exit Program©, a methodology that originated from my own experience and which has been perfected by our team. In addition, we have a large network of 'black belt' specialists in various fields, and we have access to potential investors and strategic buyers.

If this story appeals to you and you want to achieve your growth goal because you also think it's fantastic that your ideas, products and/or services are embraced by many, please contact us for an introductory meeting.

Hielke Lamsma

Corporate Finance Specialist

Guido Tijmensen

Digital Marketing Expert

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