Martijn van der Hoeden

Martijn van der Hoeden
“Growth proves that many others embrace your ideas. This has always been my motivation.”

When I was eighteen, I’d already been programming for some time. My ambition was to develop software to streamline and automate business processes. Once my first customer started using my software, I wanted more. I wanted my company to grow.
Growing a business is no simple thing. You deal with setbacks and success stories. What matters is that you continue to believe in your idea, concept and product.

Business growth is not the final goal. It is proof of success, however.

After I’d autonomously grown my company, Assistance Software, into a very successful software company in the Netherlands and the United States, the time had come to achieve my international ambitions. I had two options: raising capital for growth via venture capital, or selling everything to a strategic buyer. In order to create as much value as possible, a few things had to happen first. I started thinking from the perspective of the potential buyer. Which ingredients would have to be present for me to buy a business? I critically assessed our mission, proposition, go-to-market strategy and delivery method in order to create the best version of our company.

Five Year Growth Objective

I created a business plan and established a growth objective for the next five years. By the time I’d implemented my plan, over eighteen months had passed. Then I entered the market to raise growth capital. When a strategic buyer with a sales network in 26 countries appeared on the scene, the decision was easy. I sold Assistance Software in March of 2017 for 32x EBIDTA, where 6x EBIDTA was the average for the sector. (Source: Brookz Report Overname-barometer, 2017.) Clearly, my approach had worked.

Need for Reflection

Initially I intended to do nothing for a while, but that proved impossible. Entrepreneurship is in my blood, it seems. I had to get back to work. What I really wanted was to help other entrepreneurs by sharing my rich experience.

During my own entrepreneurship, I’d sought advice from accountants, and we had also consulted a corporate finance firm during the sale. However, I would have loved to be able to reflect on things with a fellow entrepreneur, someone with real-life experience, who knew what I was going through. That’s what I truly missed.

This is how No Monkey Business came to be. No Monkey Business focuses on entrepreneurs who want to take the next step in their growth. We guide and support them, whether that involves an expansion goal, raising growth capital, or selling everything. Before entering the market to achieve your goals, it’s important to create as much value as you can. To this end, we use the 4-Step Exit Program©, a method based on my own experiences and refined by our team. Additionally, we have an extensive network of ‘black belt’ specialists in various areas, as well as access to potential investors and strategic buyers.

If this story appeals to you, and you want to achieve your own growth objective because you’d like your ideas, products and/or services to be embraced by as many people as possible, don’t hesitate to contact us for an introductory meeting.