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From stuck questions to a clear growth direction.

Case studies

Case · FemmeUp FemmeUp

From strategic turning point to investment-ready scenarios

In one sentence In three months, from strategic questions to a clear, validated growth direction, a new business model and several investment-ready future scenarios.

Situation

FemmeUp was at a strategic turning point. The foundation was solid, but the step toward real growth and scale-up still had to be made. Positioning could be sharper and more distinctive, the business model needed recalibration, and there was a need for clear direction and decisions toward the next growth phase.

My role

As Interim CEO, I was tasked with structuring the organization toward clarity, focus and execution power, and working out a substantiated growth path through multiple scenarios on which the investor could base sound decisions.

Approach

  • Redefining strategy and positioning
  • Validating new growth opportunities and propositions
  • Developing investment scenarios
  • Redesigning the business model
  • Restructuring the multidisciplinary team
  • Preparing the organization for decisions and a possible new phase

Result

  • Two new propositions tested in pilots
  • New business model developed and validated
  • Multiple growth scenarios worked out investment-ready
  • Team and collaboration restructured around the chosen strategy
  • Clear direction and a transferable growth plan for the next phase
Marlon brought focus and direction in a short time. She sharpened where things were stuck, helped us build a credible yet ambitious growth path, and left a foundation for the team to build on.
Roy Terenstra FemmeUp
Case · Zus & Zorg Zus & Zorg

From a strong healthcare vision to a scalable growth strategy

In one sentence From a strong underlying vision to a sharp growth strategy, clear propositions and concrete decisions.

Situation

Zus & Zorg has a clear ambition to make (preventive) women's healthcare more accessible. The underlying vision was solid, but the next growth phase called for more strategic focus, a clear business model, and substantiated choices on propositions, partnerships and revenue models.

My role

As a growth strategist and business coach, I guide the founders in developing the venture. I bring structure to complex questions, create overview, help prioritize, and make sure the key strategic decisions get made at the right moment.

Approach

  • Developing the growth strategy and roadmap
  • Creating overview and focus across the key strategic themes
  • Identifying and preparing critical decision moments
  • Developing and sharpening propositions
  • Developing fitting revenue models, incl. working out the business case
  • Preparing strategic partnerships and collaboration agreements
  • Ongoing strategic sparring with the founder

Result

  • Clear strategic direction and growth roadmap
  • Focus on the initiatives with the biggest impact
  • Substantiated decision-making on strategic choices
  • Strong propositions and fitting revenue models
  • Foundation laid for sustainable partnerships with external parties and further scale-up
  • Business case drawn up for accelerating (nationwide) growth
Marlon is a great sparring partner with strong business insight. She listens, is decisive, asks the right questions and quickly grasps where things need to go. The follow-up on our conversations is right to the point. A real asset for me personally in this growth phase of my company Zus & Zorg.
Mariska Meijer Zus & Zorg

All reviews

What clients say.

InsightOut
I know Marlon as an energetic and driven sparring partner and coach. As a founder I've gained enormously from working with her, with sharp feedback on substance and personal development as an entrepreneur alike. Marlon knows the healthcare sector inside out and has guided and coached many startups. She brings that experience to sharpen positioning and focus, and to challenge me on it. All with genuine attention for the person behind the founder. I'm very grateful for that.
David de WildeInsightOut
Cycle & Scale
Marlon is a fine person with both a strategically sharp eye and intuitive ability, with which she puts her finger almost directly on the right spot and can put you in your business strength.
Bianca GlangCycle & Scale
Micro Habit Company
Marlon has a rare talent for seeing sharply and sensing sharply: she effortlessly grasps the strategic bigger picture, understands the often complex dynamics between founders and stakeholders, and knows exactly the right balance between what is needed today and what should become possible tomorrow.
Chiel van KollenburgMicro Habit Company
FemmeUp
Marlon brought focus and direction in a short time. She sharpened where things were stuck, helped us build a credible yet ambitious growth path, and left a foundation for the team to build on. Pace and care at the same time, and not afraid to make the tough calls. As an entrepreneur, a great sparring partner who thinks along on strategy and moves along in execution.
Roy TerenstraFemmeUp
Zus & Zorg
Marlon is a great sparring partner with strong business insight. She listens, is decisive, asks the right questions and quickly grasps where things need to go. The follow-up on our conversations is right to the point. A real asset for me personally in this growth phase of my company Zus & Zorg.
Mariska MeijerZus & Zorg

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