Holland Startup enables you to start your software company

  • A large community where you can meet other co-founders
  • A structured approach to startup building and validation
  • A team of experienced coaches and mentors
  • Early-stage investments by our fund

Struggling to start your software business?

Starting a software business and wondering:

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:

How to apply

Take the first step in starting up your business and start your application process. 

First step: Meet Holland Startup

Join us at our next free webinar to find out what starting your software business with Holland Startup could do for you. You’ll meet the founders, entrepreneurs that started before you and our outstanding team of mentors, coaches and experts.

Highlights of the program:

  • Explanation founder’s dilemma
  • The investor landscape – Early-stage investing
  • Our approach to starting, validating and funding your business
  • Speed date with Entrepreneurs in the program

It’s free and without any obligations. We’re happy to meet you!

Yes, I would like to meet Holland Startup

Second step: Deal terms explained

If you want to more about the structure of our investment fund,  the technical details of the investment and building process, then please join our webinar on “What’s the deal”, by our founder.

Highlights of the program:

  • Funding
  • Building process
  • Governance

It’s free and without any obligations. We’re happy to meet you!

Third step: Apply

You know all about our investment and coaching program, after you have visited “What’s the deal?” The next step is to apply for our next cohort!

Application process timeline

  • Visit "Meet Holland Startup"

    Meet us at the webinar on  14-10-2021.

  • Join the "What's the deal" Session

    Join this webinar on 20-10-2021 to learn all about the deal terms, investing and program.

  • Apply

    Apply before 27-10-2021. 

  • Interview

    A recruitment interview and test are part of the selection process.

  • Selection Days

    This is a 2.5 day (online) program, with a Business Model Hackaton. Meet the team and the other co-founders.

  • Start of Program

    We hope you will be selected and join our 2022 cohort.

This is how we work

Holland Startup is a Studio where we enable entrepreneurs to build their business: from the very first start until the company is growing and raising Seed capital or more.  Our venture developers, coaches and the community of startups are there to help you get your business.

All our ventures are built with a proven step-by-step process:

Team and Idea

Structured program
3 months
  • Research grant to cover your costs of living
  • Meet co-founders to find your perfect match
  • 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 runway
  • Venture Builder support to design your business
  • Business Model centered
  • Finance & Sales administration
  • Sales training and coaching
  • Team coaching
  • Shared office space


First revenue
10 months
  • Funding for up to 10 months of runway
  • Sales training and coaching
  • Business Model centered
  • Finance & Sales administration
  • Team coaching
  • Pitch training
  • Shared office space


Recurring revenue
10 months
  • Funding for up to 10 months of runway
  • SaaS sales support and management
  • Pitch training
  • Fundraising support
  • Finance & Sales administration
  • Team and personal coaching
  • Shared office space
  • Access to fundraising network

Holland Startup in numbers


What our entrepreneurs say

Our team of Venture Developers

Robbert Jan Hanse

Father-of-Two | Serial Entrepreneur | Dealmaker

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

René Roskamp

René – passie voor techniek met impact.

De passie voor programmeren begon in de jaren 80, maar is er nog steeds, hoewel de techniek niet meer te vergelijken valt.

Jeroen van der Lugt

Met mijn meer dan 30 jaar saleservaring en coach ervaring (als ICR geregistreerde coach), help ik onze startups bij alle stappen die hun commerciële succes bepalen. Van het sluiten van hun eerste pilot contracten tot en met het professioneel opzetten van een salesorganisatie.

Anouk Steenbergen

Ik combineer een sterk analytisch vermogen met een talent om goed te luisteren. Ik ben van nature autonoom en resultaatgericht en daag mezelf uit. Bij mij gaan een helikopterview en een oog voor detail hand in hand.

Kyra van Hoof

Kyra van Hoof, aangenaam! Ervaren en daadkrachtige projectcoördinator, community bouwer, strategisch sparringpartner en proces manager voor team forming. In mijn werk wil ik graag bijdragen aan succesvolle realisatie van initiatieven en projecten.

Ingmar Janssen

I’m a creative and pragmatic professional passionated by the investment industry. I have an above-average interest in creating next generation businesses and I have knowledge of a wide range of subjects.


Application Questions

You need to meet these criteria to join Holland Startup

  • At least a Bachelor’s degree (HBO/WO) in a relevant field;
    Fluent in English, written and spoken;
  • 0-8 years of relevant work experience;
  • You live in the Netherlands, preferably a commutable distance to Utrecht, or are in the position to move on short notice;
  • You are legally permitted 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. It's completely free and without any obligations. 

If you want to know more of the deal structure, or of the program, then join us at "What the deal" 

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

Financial Questions

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

The initial investments, before the company is founded, is structured as a Research Grant. This is a grant that you do not have to pay back. Income tax will apply.

You, as co-founder, are the directors of the startup and have full ownership. However, there is a list of reserved matters, for which you'll need approval. This is required to protect our investments.

Process Questions

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

We have a preference for B2B, but we support B2C initiatives as well.  

In essence you need to meet the milestones set in the stage gates. If this doesn't work out, you can apply again, but this will depend on the situation.

Our network and all legal templates are Dutch based. We use The Netherlands as a testing market. Beginning operations in another country is therefor not likely.

Our investment thesis is not restricted to an industry, but we are restricted to software only.
Our portfolio consist primarily of FinTech, EduTech and HRTech startups, but we also recognize "smarter business" as an interesting sector.

The founder group at the beginning of the program will range from 10 to 20 Entrepreneurs in Residence.

We invest in aspiring entrepreneurs, rather than in startups. For traditional funding you would need a product and a market first, for which you need the funding.
We break this vicious cycle by investing in you.

No, you can't. The program is designed to invest in people, not in existing startups.

If you already have a team, but not yet a product, you can apply individually.

The startup will own the IP from the Discovery phase onwards. 

Visa Questions

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

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

No, you are required to join fulltime in the program from the start.

No, you can build the startup anywhere in The Netherlands, but some aspects in our program are face-2-face and require your presence in Utrecht.
You are free to use our shared office space, during the program.

Take the first step
to entrepreneurship and
meet Holland Startup