CX for Start-ups

CX for Start-ups

From customer discovery to a winning proposition

We know how important it is to have a clear story to tell on your site, social media or to your investors. Throughout the years, we’ve mentored and trained 200+ startups on how to create a winning value proposition based on customer needs and focus. We work together with leading incubators and accelerators to bring a customer-driven approach to young companies.

For the Startup in Residence programme – set up by the City of Amsterdam to find innovative solutions to public challenges – we provide training in ‘Customer Discovery’ and mentor start-ups towards a pilot. We also designed a hands-on, interactive toolkit on how to set up and run the Startup in Residence programme elsewhere.

Since the marketing & advertising (MAd) tech accelerator Collider launched in 2018, we’ve been the ‘customer discovery’ counterpart. We don’t only train and coach start-ups, we also invest. Since 2020, we’re part of a ‘Crack Team’, shaping the  Collider 2.0. With a focus on the later stage start-ups, we intensively bring customer focus, positioning and strategy to the table. Comparatively, we work with incubators like Yes!Delft and the AMS Institute Start-up Booster programme.

We also work directly with start-ups to create customer driven solutions with a better CX (customer experience). In a simple 4 step programme, we lead start-ups through customer validation. Together, we capture their values, solution and story in a compelling proposition that they can communicate to the world and translate throughout everything they do.

For example, in an 8-week customer discovery process, we led the start-up “The Social Handshake” through customer research, translated insights to a focused value proposition and by doing so, helped them prepare pitches for their investors, share their proposition with potential clients and users, and inform the design of their dashboard.




CX start-up Amsterdam


Presentatie Startup in Residence

Collider customer discovery session

Facts & figures


Startups trained and coached


Steps to customer driven startups



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See our CX for start-ups cases

Startup in Residence

City of Amsterdam

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Start-up accelerator

Collider Amsterdam

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Customer discovery

The Social Handshake

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Startup in Residence Toolkit

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