,INLEIDING
Een aantal weken geleden hebben wij, de leden van International Export Management
(IEM) kennis gemaakt met onze opdrachtgever Ton in ’t Veen, één van de eigenaren van
TimeSteps B.V. TimeSteps B.V. is een social impact organisatie, dat bestaat uit vier
eigenaren die verschillende apps ontwikkelen voor mensen met dementie en hun
mantelzorgers. Zij willen de impact dan ook maximaliseren door deze ondersteunde apps
aan te bieden. Voor nu biedt TimeSteps B.V. de apps alleen nog maar in Nederland aan,
maar het bedrijf wil ook graag op de internationale markt gaan opereren met de app
Dementie en Herinneringen. Dit is een app die TimeSteps B.V. overgenomen heeft, verder
wil ontwikkelen en binnenkort uit wil brengen in eigen stijl. Door deze app op de
internationale markt te lanceren, hoopt TimeSteps B.V. nog meer mensen te ondersteunen
en dit maatschappelijke probleem aan te pakken. Wij (IEM) zijn gevraagd om hierbij te
helpen. Aan de hand van een organisatierapport, financieel exportplan en een exportplan
zullen wij TimeSteps B.V. uiteindelijk adviseren welk exportland zij het beste kunnen kiezen.
In dit organisatierapport wordt TimeSteps B.V. in kaart gebracht aan de hand van de
huidige strategie, een interne en externe analyse, de productmarktcombinatie en de
belangrijkste financiële kerngegevens. Ten slotte wordt met behulp van een SWOT-analyse
de meest relevante sterktes, zwaktes, kansen en bedreigingen van TimeSteps B.V. vermeldt.
Het organisatierapport vormt een basis voor ons definitieve exportplan.
2
,ENGELSE SAMENVATTING
This project is written by the International Export Management company. The report is
about our collaboration with TimeSteps B.V to launch a mobile application. The
International Export Management company will research, examine and investigate the
possibilities for the new mobile application of TimeSteps B.V., to integrate the best new
potential international market to make this launch a big success.
During a meeting with Ton in ‘t Veen, founder of TimeSteps B.V., he enlightened us about
TimeSteps B.V., the app Dementie & Herinneringen how he and the co-founder Tim van
Santen manage the company and the app. The company Timesteps B.V. generates mobile
applications for people regarding dementia and their caretakers. A few years ago, Ton’s wife
had difficulties with certain daily tasks and eventually got diagnosed found out she was
living with dementia. This is a very big and growing problem in the society of the
Netherlands. And so, the owners felt the need to take this matter into their own hands and
help people with dementia. Eventually they took over the mobile application called
Dementie & Herinneringen. The app is for people with dementia to recall memories with
family and friends and find a sense of meaning in life. Even caretakers can use the mobile
application to simplify their work, while taking care of a person with dementia and find a
sense of peace and relieve ((T. in ’t Veen, personal communication, 8 September 2021).
It is our task to examine in which country TimeSteps B.V. can launch their app. In order to
do that we start with this report, performing an internal and external inspection of
TimeSteps B.V. This report should describe company TimeSteps B.V. profile, how the
company operates and how the mobile application Dementie & Herinneringen came to life.
In conclusion, the IEM company will examine the strengths, weaknesses, opportunities and
threats of company TimeSteps B.V. to counsel how to improve their company successfully
and export their product to an international market. Also, the promotion of Timesteps B.V.
will be explained in the marketing mix.
To sum up this report and the examination results, we’ll start with the internal examination.
The internal examination consists of people (resources of the company with the
management- style & structure, organisation culture and the presence of knowledge &
expertise), legal aspects, financial core data and Corporate Social Responsibility. After desk
research we found the strength and weaknesses of TimeSteps B.V.
The strengths of TimeSteps B.V. are that the needs and issues of the person with dementia,
such as not being able to read the clock or bringing up memories, are solved/programmed
in the app. Speaking of the app, TimeSteps B.V. generated the app with their own software
development. The company can adjust easily to the market conditions, with their constant
product innovation. Across from the strengths, we have the weaknesses. TimeSteps B.V.
does not strive to profit. This unfortunately leads them to being unable to provide more
people and or resources to speed up the app process or take matters that contribute the
environment. Under Corporate Social Responsibility, TimeSteps B.V. does not take
responsibility under planet, contributing the environment, the result of lack of
money/profit. The app’s expenses are higher than the selling price → no profit → bankruptcy
profit → chance of becoming bankrupt. The company also has a lack of knowledge in the
matter of legal aspects.
The external examination contains research concerning environmental influence, an
overview regarding the rivals of TimeSteps B.V. and a customer survey. The results of the
external examination are explained in the following paragraphs regarding the
opportunities and threats of TimeSteps B.V. First, the opportunities of TimeSteps B.V. At the
moment aging population in the Netherlands is increasing which means the demand for
the mobile application Dementie & Herinneringen will increase. Besides many investors
consider corporate social responsibility and sustainability as more important than financial
return. Since TimeSteps B.V. doesn’t fully operate in corporate social responsibility and
3
, sustainability they are more appealing to investors which could be a huge opportunity for
TimeSteps B.V. Second, we have threats. A Threat for company TimeSteps B.V. could be the
constant change of supply and demand. At the moment TimeSteps B.V. doesn’t have any
competition but that might change in the future. In a few years TimeSteps B.V. may have
some rivals. Furthermore, another threat could be when a financial crisis hits the
Netherlands. The sales of TimeSteps B.V. products could decrease very fast which could
effect in bankruptcy.
4
Een aantal weken geleden hebben wij, de leden van International Export Management
(IEM) kennis gemaakt met onze opdrachtgever Ton in ’t Veen, één van de eigenaren van
TimeSteps B.V. TimeSteps B.V. is een social impact organisatie, dat bestaat uit vier
eigenaren die verschillende apps ontwikkelen voor mensen met dementie en hun
mantelzorgers. Zij willen de impact dan ook maximaliseren door deze ondersteunde apps
aan te bieden. Voor nu biedt TimeSteps B.V. de apps alleen nog maar in Nederland aan,
maar het bedrijf wil ook graag op de internationale markt gaan opereren met de app
Dementie en Herinneringen. Dit is een app die TimeSteps B.V. overgenomen heeft, verder
wil ontwikkelen en binnenkort uit wil brengen in eigen stijl. Door deze app op de
internationale markt te lanceren, hoopt TimeSteps B.V. nog meer mensen te ondersteunen
en dit maatschappelijke probleem aan te pakken. Wij (IEM) zijn gevraagd om hierbij te
helpen. Aan de hand van een organisatierapport, financieel exportplan en een exportplan
zullen wij TimeSteps B.V. uiteindelijk adviseren welk exportland zij het beste kunnen kiezen.
In dit organisatierapport wordt TimeSteps B.V. in kaart gebracht aan de hand van de
huidige strategie, een interne en externe analyse, de productmarktcombinatie en de
belangrijkste financiële kerngegevens. Ten slotte wordt met behulp van een SWOT-analyse
de meest relevante sterktes, zwaktes, kansen en bedreigingen van TimeSteps B.V. vermeldt.
Het organisatierapport vormt een basis voor ons definitieve exportplan.
2
,ENGELSE SAMENVATTING
This project is written by the International Export Management company. The report is
about our collaboration with TimeSteps B.V to launch a mobile application. The
International Export Management company will research, examine and investigate the
possibilities for the new mobile application of TimeSteps B.V., to integrate the best new
potential international market to make this launch a big success.
During a meeting with Ton in ‘t Veen, founder of TimeSteps B.V., he enlightened us about
TimeSteps B.V., the app Dementie & Herinneringen how he and the co-founder Tim van
Santen manage the company and the app. The company Timesteps B.V. generates mobile
applications for people regarding dementia and their caretakers. A few years ago, Ton’s wife
had difficulties with certain daily tasks and eventually got diagnosed found out she was
living with dementia. This is a very big and growing problem in the society of the
Netherlands. And so, the owners felt the need to take this matter into their own hands and
help people with dementia. Eventually they took over the mobile application called
Dementie & Herinneringen. The app is for people with dementia to recall memories with
family and friends and find a sense of meaning in life. Even caretakers can use the mobile
application to simplify their work, while taking care of a person with dementia and find a
sense of peace and relieve ((T. in ’t Veen, personal communication, 8 September 2021).
It is our task to examine in which country TimeSteps B.V. can launch their app. In order to
do that we start with this report, performing an internal and external inspection of
TimeSteps B.V. This report should describe company TimeSteps B.V. profile, how the
company operates and how the mobile application Dementie & Herinneringen came to life.
In conclusion, the IEM company will examine the strengths, weaknesses, opportunities and
threats of company TimeSteps B.V. to counsel how to improve their company successfully
and export their product to an international market. Also, the promotion of Timesteps B.V.
will be explained in the marketing mix.
To sum up this report and the examination results, we’ll start with the internal examination.
The internal examination consists of people (resources of the company with the
management- style & structure, organisation culture and the presence of knowledge &
expertise), legal aspects, financial core data and Corporate Social Responsibility. After desk
research we found the strength and weaknesses of TimeSteps B.V.
The strengths of TimeSteps B.V. are that the needs and issues of the person with dementia,
such as not being able to read the clock or bringing up memories, are solved/programmed
in the app. Speaking of the app, TimeSteps B.V. generated the app with their own software
development. The company can adjust easily to the market conditions, with their constant
product innovation. Across from the strengths, we have the weaknesses. TimeSteps B.V.
does not strive to profit. This unfortunately leads them to being unable to provide more
people and or resources to speed up the app process or take matters that contribute the
environment. Under Corporate Social Responsibility, TimeSteps B.V. does not take
responsibility under planet, contributing the environment, the result of lack of
money/profit. The app’s expenses are higher than the selling price → no profit → bankruptcy
profit → chance of becoming bankrupt. The company also has a lack of knowledge in the
matter of legal aspects.
The external examination contains research concerning environmental influence, an
overview regarding the rivals of TimeSteps B.V. and a customer survey. The results of the
external examination are explained in the following paragraphs regarding the
opportunities and threats of TimeSteps B.V. First, the opportunities of TimeSteps B.V. At the
moment aging population in the Netherlands is increasing which means the demand for
the mobile application Dementie & Herinneringen will increase. Besides many investors
consider corporate social responsibility and sustainability as more important than financial
return. Since TimeSteps B.V. doesn’t fully operate in corporate social responsibility and
3
, sustainability they are more appealing to investors which could be a huge opportunity for
TimeSteps B.V. Second, we have threats. A Threat for company TimeSteps B.V. could be the
constant change of supply and demand. At the moment TimeSteps B.V. doesn’t have any
competition but that might change in the future. In a few years TimeSteps B.V. may have
some rivals. Furthermore, another threat could be when a financial crisis hits the
Netherlands. The sales of TimeSteps B.V. products could decrease very fast which could
effect in bankruptcy.
4
