AI Startup Toolkit: how to make your AI startup a success

More efficient batteries, chatbots in customer service, and preventive healthcare: artificial intelligence is everywhere. Brabant is also buzzing with energy around AI startups. But how can you really make a difference as an entrepreneur? Liesje Goldschmidt, Marketing & Business Development Director at Erasmus Enterprise and one of the organizers of the AI Pitch Competition, gives an insight into what young companies need to go from promising startup to successful scale-up.

Energy and potential

“What stands out is that there is a lot of energy in AI startups,” says Goldschmidt. “Entrepreneurs in this sector are often technically well-versed and convinced of their own product. That enthusiasm is indispensable. But you mustn't lose sight of how a product or service is relevant to customers.”

According to Goldschmidt, this actually provides an opportunity to take a close look at the team. "What qualities does your team have, and what qualities are you still missing? An engineer can develop a very sophisticated product, but may have less experience in bringing a product to market. Who you hire will largely determine whether your startup can grow. Investors often look for a diverse team that fits your customer base. And if you have a clear understanding of the problem you are solving and why it is relevant to customers, you are already in a much stronger position."

Pitch not only to investors, but also in the pub

Another tip from Liesje: tell your story everywhere. “Pitch to your grandmother, your friends, in the pub. Do people understand what you're saying? If you can get them excited, your team, your product, and your pitch will improve.”

This is also what the AI Pitch Competition is all about. It's not about winning a prize, but about improving business. “We want startups to grow into scale-ups. By sharing what you do and the challenges you face, you learn and can help other entrepreneurs.”

The power of sharing and collaboration

Goldschmidt does not see vulnerability as a weakness, but rather as an opportunity. “Sometimes startups are afraid to share, but exposing challenges can be very valuable. This could be about your team, your business model, or technical bottlenecks. Nowadays, collaboration is much more effective than trying to solve everything yourself. You can learn faster and make better choices.”

Experience shows that problems often seem less daunting than startup entrepreneurs initially think. “By sharing your story, you make challenges manageable. You don't have to reinvent the wheel.” The challenges Goldschmidt sees vary greatly: hiring the first employees, dealing with the tax authorities, bringing in the first customer, product problems, or late payments from customers that affect cash flow.

Ask open questions

Goldschmidt emphasizes the importance of asking open questions. “Don't be too opinionated, but listen carefully. A good founder is stubborn, but open to feedback and signals from the environment. Pivot your product if customers have a better idea. Talking to people ultimately makes your product much stronger.”

Finally, enjoy the phase you are in. “We regularly see startups that think they are already a scale-up. It's good to be ambitious, but also enjoy the startup phase with good people around you. Enjoy your work. That enjoyment and energy will ultimately help you grow the most.”