It started with frustration. A 34-year-old entrepreneur working as a marketing manager at a large company in Utrecht decided to take the leap. Every day she saw how much packaging waste her office produced. "We had sustainability goals on paper, but in practice we ordered disposable cups by the pallet."
In September 2024, Lisa wrote a business plan one evening at her kitchen table. Her idea: an online shop for sustainable office supplies, from reusable coffee cups to recycled printing paper. She called it GreenDesk.
Month 1–3: laying the foundation
Registration with the Chamber of Commerce (KvK) was surprisingly easy — online, sorted within an hour. She chose a sole proprietorship to keep costs low.
"I had no revenue yet, so a private company was overkill. The accountant advised: start as a sole proprietorship, convert to a private company once you're above €80,000 profit."
The first three months were spent finding suppliers, building the webshop (Shopify, €29 per month) and activating the VAT number. Total investment: €2,400.
Month 4–6: first customers
The first order came from a friend. The second one too. She realized that without a marketing budget she wouldn't get far.
She made two decisions:
- Content marketing via LinkedIn — a weekly post about sustainability in the office
- Local networking — she attended three SME meetings per month
"At those networking meetings I learned more about entrepreneurship than in four years of business experience."
By month 6, GreenDesk had 23 customers and €4,800 in revenue. Not enough to live on, but enough to continue.
Month 7–9: the turning point
The breakthrough came unexpectedly. A mid-sized accounting firm in Amersfoort ordered €1,200 worth of sustainable office supplies. And then again. And again.
It became clear that B2B was the key. She created a subscription formula: monthly delivery of sustainable office supplies for a fixed amount. Three companies signed up in the first week.
Month 10–12: profitable
At the end of the first year, the figures looked like this:
- Revenue: €67,000
- Costs: €48,000 (purchases, Shopify, shipping, accountant)
- Profit before tax: €19,000
- Regular B2B customers: 14
The job was quit in month 8. "The scariest moment of my life. But the numbers justified it."
What Lisa would do differently
"Three things. One: start with B2B earlier instead of only B2C. Two: hire an accountant immediately, not after six months. Three: spend less time on the perfect logo and more on finding customers."
Tips for starters
- Write a business plan, even if no one asks for it — it forces you to think
- Start small, test quickly, adjust
- Find a mentor through the KvK mentor program (free)
- Keep your administration in order from day one
- Invest in relationships, not just advertising
Start well prepared: create a business plan with BoostPro AI, available in Dutch.
Source: KvK Starter Report 2025, CBS Entrepreneurship Statistics.