The operator behind New Horizon

15 years of opening new markets

My background is business development for international tech companies: opening new regions, growing the market they could reach, and landing the strategic first accounts that make a market real.

Those companies were American, British, Israeli, Italian, Finnish, Romanian and German, from seed-stage to IPO. The brief barely changed: go somewhere new, with no playbook and no warm accounts, and build one.

Most of it in legal tech, fintech and payments, and more recently GenAI.

Greenfield is the specialty, not a side effect

Selling into a market where nobody knows you is its own skill. It is the part most teams find hardest, and the part I find most interesting.

I have worked across borders since before my career started. I learned Spanish and Italian during my studies and now sell in both, next to Dutch and English.

So I can run your entry into the Benelux, Spain, Italy or the wider EMEA market in the buyer's own language, not through a translation layer. Based in Amsterdam, working across EMEA.

How I work

Before a first SDR, salesperson or marketer pays off in a new market, you need first traction and proof. That gap is the work I do.

It is hypothesis-first. We pick the narrowest beachhead worth winning, test it in small batches, and let the evidence decide what deserves more. The full method is on the Methodology page.

I would rather tell you a market is not worth entering than perform confidence I have not earned. A clear no, backed by evidence, is also a result.

Think of me as your outbound co-founder for the new market, until you don't need me.