Grow your business with guidance and capital from Holland Startup

  • Receive early-stage funding from our fund
  • Follow a guided process
  • Validate your idea and further scale your existing business.
  • Suitable if you already have a software company and are looking for “the next level”.

We focus on B2B SaaS startups.

Register your startup and pitch for our program!

Holland Startup Studio for existing startups

Let your startup grow with guidance & capital from Holland Startup

We are currently recruiting talented entrepreneurs who run an existing software startup and are in need of guidance & financing. By becoming part of the Holland Startup program for existing startups, you gain access to venture capital and operational support from our startup studio, which is proven to grow startups faster, more efficiently and with a significantly lower chance of failure.

Our venture developers, coaches and the entire startup ecosystem provide maximum support for you and your startup from day one, until the company grows to seed capital and even Series A and beyond.

Where is our focus?

We have a strong focus on B2B SaaS business ideas. All our startups are located in the Netherlands; that makes sense with our name. Startups are guided from Utrecht, built in a Dutch city of your choice.

Our focus is on early-stage pre-revenue and revenue startups that can be in the Ideation phase or have the first paying pilot customers up and running, to startups that show a repeating sales process and some monthly recurring revenue (MRR). The Holland Startup funds are not suitable if you are in a scale-up phase.

Which startups are we looking for?

We don't have a strict industry or vertical focus, but we like to see this in a startup:
  • Complementary skills (tech & sales),
  • Founder problem fit,
  • Strong shared values and beliefs,
  • Well-balanced, founder-to-founder fit,
  • data-based decision making; based on traction experiments.
Product and market
  • A convincing and distinctive product,
  • Big vision and potential market.
  • Applied technology and innovation; not just an app or website,
  • A market-oriented approach – we are looking for startups that solve customer problems.
  • But we do like innovations based on
    • AI and ML
    • Blockchain
    • Image, sound and video processing
  • While we do not have a specific industry focus, we do not invest in healthcare or medical care. Some examples of industries we invest in:
    • FinTech
    • HR and education
    • Energy Transition
    • Mobility
    • Business model
    • B2B SaaS

How do we invest in your startup?

Depending on the stage of your business, we invest in exchange for equity, either directly or via a convertible loan. 

Our proven step-by-step process with which we build startups:

Below you will find a visual description of the phases in which we build software startups. The exact phase you enter when you register your startup at Holland Startup is determined during the registration procedure.

Team & idea

structured program
3 months
  • Meet co-founders to find your perfect match
  • Team match support
  • Structured method to generate business ideas
Investor feedback on team and idea
  • Shared office space
  • Team coaching


Funded startup
7 months
  • Funding for up to 7 months of the runway
  • Venture Building support to design your perfect company
  • Business Model centered approach
  • Sales training & coaching
  • Team coaching
  • Shared office space
  • Finance & Sales admin support
  • MVP development guidance


First revenue
10 months
  • Funding for up to the next 10 months of the runway
  • Strong focus on business model validation
  • Sales training & coaching
  • Team coaching
  • Shared office space
  • pitch training
  • Finance & Sales admin support


recurring revenue
10 months
  • Funding for up to the next 10 months of the runway
  • SaaS sales support & management
  • pitch training
  • Fundraising support
  • Finance & Sales admin support
  • Team & personal coaching
  • Shared office space
  • Access to our fundraising network

Our startups grow faster and achieve more success than "regular" startups

This is because we strategically use the following: 

  • Community
  • Venture Developers and Coaches
  • Data-driven construction processes
  • Funding capital
  • and a professionally relevant network

To set up and grow your startup as quickly as possible

Our venture developers, coaches, and overall startup ecosystem provide maximum support for you and your startup from the very first moment, until the company grows to seed capital and even on to Series A and beyond.

What our entrepreneurs say

Where is the Holland Startup Studio?

This video gives you a nice glimpse of the atmosphere at our office in Utrecht, only 25 minutes from Amsterdam.

Curious what the next step is?

How does the registration work

After we have received your information, we will review it within two weeks. If we are interested, we ask you to send us your pitch deck and business plan and we invite you for a meeting at our office in Utrecht.

The application form has the following parts:


Provide basic information about the startup, such as the type of business model, the technologies used, and most importantly, what problem you are solving.


Here you can introduce the team and explain your founder-market fit. 


We use Steve Blank's definitions to describe your progress, such as Customer Discovery, Customer Validation, or Customer Creation and Company Building. We would also like to know more about your current earnings, if you have any.


This section provides information about why you chose this idea to work on. 

Equity and legal

Questions about incorporation, equity and IP

Be as complete as possible in the description of your startup. Based on this information, we can decide whether your startup would fit well in our portfolio. If that is the case, we will invite you for a meeting at our office in Utrecht.

We look forward to your registration!

Start your software company with us!

Struggling to start your software business?

For aspiring entrepreneurs who want to build and scale a software Startup who:

Our Startup Studio helps aspiring entrepreneurs who want to start a software company

Our Studio provides:

Start your software company with Holland Startup

Your benefits:

Who is in the Holland Startup team?

Robbert Jan Hanse

Father-of-two | Serial Entrepreneur | deal maker

As a serial entrepreneur, Robbert Jan enjoys developing disruptive data companies for old, rigid industries. Robbert Jan has in-depth personal experience in online marketing,

Rene Roskamp

René is a COO with a strong technical background. With more than 20 years of experience as a Software Developer, but also as an IT manager and CTO of startups. He started his first venture in 1987.

Jeroen van der Lugt

With my more than 30 years of sales and coaching experience (as an ICR registered coach), I help our startups with all the steps that determine their commercial success. From concluding their first pilot contracts to setting up a professional sales organization.

Marc Boers

As your Early Stage Coach, I help you create an environment that stimulates your creativity. As an experienced entrepreneur, I help you structure and coordinate ideas,

Iselde van Beurden

Iselde has nearly a decade of experience recruiting for start- and scaleups, particularly within SaaS and Medtech.
She has worked with several venture studios.

Irma Borst

Irma Borst

RSM Erasmus PhD
DD for investment banks (UBS & MeesPierson)
Founder of 'Matching Wings' an angel academy & syndicate
EC reviewer

Steef Klop

Steve Klop

Experienced chairman of the supervisory board with a proven track record in financial services. Skilled in Innovation Management, Accounting, Strategy Creation, Strategy, and Change Management. Strong entrepreneurship professional graduated from NivRA.

Foto Jesse van Os

Jesse van Os

After having owned a marketing and web design agency for 5 years, Jesse sold his company and now works with entrepreneurs to solve marketing issues.

Take your existing software company to the next level at Holland Startup!


Questions about the application procedure

You must meet the following criteria to join Holland Startup

  • At least a Bachelor's degree (HBO/WO) in a relevant field;
  • Fluent in English, written and spoken
  • 2-8 years of relevant work experience;
  • You live in the Netherlands, preferably within reachable distance from Utrecht, or you are in a position to relocate at short notice;
  • You are legally allowed to work in the Netherlands for at least 6-12 months from your start date.

The best start is to meet us at our Meet-Holland-Startup webinar. This is completely free and without obligations. 

If you want to know more about the deal structure, or about the program, come to "What the deal" 

If you have more questions, please send us an email, or use the contact form.

Financial questions

We use fixed term sheets for all our startups. Our share ranges from 25% to 45% depending on the number of rounds we fund.

You, as co-founder, are the driver of the startup and in principle have full control. However, there is a list of reserved matters, for which you need approval. This is necessary to protect our investments. We discuss all this in our webinars

Questions about the Startup Studio

Our investments are limited to software companies, in particular with a SAAS business model.

We prefer B2B, but we also support B2C initiatives.  

Essentially, you have to meet the milestones set in the "stage gates". If this fails, you can submit a new business idea and registration to Holland Startup, but the success of this will depend on the situation.

Our network and all legal templates are based in the Netherlands. We use the Netherlands as a test market. Starting activities in another country is therefore unlikely.

Our investment thesis is not limited to one sector, but we do limit ourselves to software.

Our portfolio mainly consists of FinTech, EduTech and HRTech startups, but we also see "smarter business" as an interesting sector.

The group of founders at the start of the program will range from 10 to 20 "Entrepreneurs in Residence".

We invest in aspiring entrepreneurs, not startups.

For traditional financing, you would first have to have a product and a market, for which you need the financing.

We break this vicious circle by investing in the person behind the startup.

Yes that is possible. We will be opening registrations for very early stage startups and teams soon.

Contact us to find out more!

The startup owns the IP from the Discovery stage. 

Visa questions

Yes, you must be legally allowed to work in the Netherlands for at least 9-12 months from your start date.

Depending on progress, we can assist with a Startup Visa, after the first 4-6 months of the program.

No, you are required to participate in the program full-time from the start.

No, you can build the startup anywhere in the Netherlands, but some aspects of our program are face-to-face and require your physical presence in Utrecht.

You are always free to use our shared office space during the program.

Not ready for action yet, but want to learn more?

Download our Startup White Paper


Are you working on a startup? Or thinking of starting a business? In our whitepaper you will learn the succes factors of a startup and get answers to all kinds of questions on how investors look at startups. 

Download it right now and start working on your software business idea today.  

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