“As entrepreneurs, we’re often unaware of our own blind spots”

About Mirror Report

• Health tech company that helps people adopt healthier habits through data insights.
• Launched its first product in 2025: SleepWise, a personalised, digital therapy for sleeplessness.
• Achieves a Net Promoter Score (NPS, measure of customer satisfaction) of 8 to 10

Why did you choose the Scale-Up Masterclass?

“Mirror Report isn’t my first technology business (Kooiman is also the founder of the carsharing platform Tapazz, among other things – ed.). I’ve learned a lot in recent years, often by trial and error. So I’m very aware of the cost of mistakes that I could have avoided simply by asking others, or if I'd had more experience. This is still the biggest personal growth challenge for me: entrepreneurs are often unaware of their own blind spots. You don’t know what you don’t know, as they say.

When an acquaintance suggested the Scale-Up Masterclass, it immediately felt right. Mirror Report is growing. For example, we recently embarked on our first international collaboration with Hospital da Luz, the biggest hospital group in Portugal. By participating in the Scale-Up Masterclass with an open mind, I hoped to identify my blind spots and tackle them with the help of experts, coaches and fellow entrepreneurs.

What are the main insights you gained from the training programme? How have they helped you to identify certain blind spots?

“The Scale-Up Masterclass showed me that we could communicate our corporate values differently. Saying that something is important is not enough. By substantiating it, making it concrete and genuinely incorporating it into your daily activities, you create a better alignment in the team and strengthen your internal culture.”

“In terms of pricing, too, the Scale-Up Masterclass shed light on a few aspects we hadn’t yet considered. That wasn’t an aha moment, however, but a growth process nurtured by different people. For example, there was a lunch where I told one of the coaches that I was doubtful about our pricing, an individual session where we went into the subject in more detail, and a few informal chats with peers who gave me advice. That led to the growing realisation that we shouldn’t base our prices on existing products too much, but should look primarily at our own value. It also became clear how we could communicate the price more simply to our potential customers .”

How have you gone about implementing these insights?

“We’ve adjusted our B2B pricing: it is simpler now, with more transparency for the customers. We’ve increased our B2C prices slightly, simply because it’s a better product than the others on the market and we offer a ‘no cure, no pay’ guarantee. We have summarised our corporate values in three basic principles: collaboration, continuous improvement and focus. We have developed a clear formulation of the actions we take for each of those values. With continuous improvement, for instance, we believe you can achieve the greatest changes by taking small steps. That idea is part of our product, but also our culture and our way of doing business: learning every day from market feedback, and taking a small step forward every day, even if it’s just changing one word on our website. We have included these values in our onboarding documentation and our daily activities: that keeps the team fully on board, right from the start of their journey with us.”

What impact has the Scale-Up Masterclass had on your business?

“Because we communicate about our corporate values better, I have noticed a better alignment in the team. Our most recent recruit received all the documentation when she started work, and she is really incorporating continuous improvement into her daily work, which is wonderful to see. When it comes to pricing, we communicate more simply now, which has led to fewer questions from potential customers and hopefully to a higher conversion rate in the future. But the greatest added value for me was really that I had the opportunity to take a step back and consider my company from a distance. How often do entrepreneurs get the chance to share things so intensively with other entrepreneurs and experts? I’ve gained so much knowledge: generally, as I've explained, but also important details and introductions that those conversations with other entrepreneurs generated. That fresh perspective has led to insight, growth and – not unimportantly – a better night’s sleep”, he laughs.