“At some point, gut feeling is no longer enough”

About Chopier

• Digital agency specialising in performance marketing (generating qualitative leads)
• Focus on construction and real estate
• Based in Beernem
• Team of 7 employees

Why did you choose the Challenge Bootcamp?

“In 2020, when our company had already existed for 6 years, we decided to stop working as a subcontractor and to focus directly on our clients. This decision really gave Chopier a boost. Even when the war broke out in Ukraine – leading to inflation and declining marketing budgets – we continued to grow, although we did have to work twice as hard for it.
However, growth also brings challenges. I felt that I was spending too much time on operational tasks, hourly billing was no longer working for us, and the fact that I could barely keep track of our cost structure was increasingly dragging us down. And then there was the challenge that everyone in our sector is struggling with: how do we deal with artificial intelligence? Could we actually use this threat in a positive way? An interview with the programme manager of the Challenge Bootcamp proved decisive. She didn’t promise me cut-and-paste answers, but insights and a safe environment in which to discuss things with fellow entrepreneurs. Exactly what I was looking for.”

What are the main insights you gained from the training programme? Have they helped to resolve your challenges?

“Just a few hours into the training programme, a professor asked if anyone in the group could say what their cash flow was like at the time. I couldn’t. Although it was annoying, it immediately clarified the fact that we needed automation, internal processes and financial insight.”

Another eye-opener involved the identity of our company. I always regarded us as a typical example of customer intimacy, until I realised that performance is what matters most to our clients. In short: it doesn’t matter to our clients whether we send them a bottle of champagne on their birthday. What does matter is that we provide qualitative leads and have a positive impact on their business. Chopier is all about product excellence.

And then there was that one remark from a professor: you need to talk to the owner! We had always focused on different people: the marketing director, a marketing manager... But thanks to the Challenge Bootcamp, I now realise more than ever that a laser-like focus on a single buyer persona is way more effective. For us, that’s the owner.
Other digital agencies sometimes boast about having a client portfolio spread across multiple sectors, but at the end of the day, clients want to work with someone who is familiar with their business.”

How did you go about implementing these insights?

“First and foremost, we fine-tuned our pitch. It now focuses more on entrepreneurs in the construction and real estate sector. We set up an internal knowledge base and adapted our business model: less hourly billing, more lead generation as a service with a fixed pricing model. This method gives us the creative and financial freedom to do what we think is necessary to achieve the required results. It’s both more efficient and more proactive. We no longer need to scrutinise every little decision. Our clients appreciate that. It also allows us to make the most of artificial intelligence. We are transparent about this to our clients: for manual aspects such as copy or design, we use AI as a support tool so we can invest more time in analysis and strategy. It doesn’t make our services any cheaper, but it does ensure greater impact and output.

Finally, we have also switched to a new software package that allows us to thoroughly analyse our cost structure. In turn, this has led to the decision to stop offering certain services. If we’re not the best at something, we would rather refer our clients to a reliable partner. We used to do that by subcontracting, but it came at the expense of our margins.”

What impact have these steps had on your business?

“About three months after completing the programme, we were already seeing the first results. Because we are better positioned, the conversion rate is a lot higher. 80% of our leads effectively become clients. We also attract more clients in the first place. Quality is more important than numbers: we attract companies that are a good fit for our strategy. Our billable hours increased by 15-20%, and we moved to a larger office to support our growth. This, plus with the fact that we document our company processes in the knowledge base, has benefited the atmosphere in the team. We’re all on the same page now.

Our profits have also increased: our projected EBITDA for 2026 has tripled. This is also because the market is starting to recover, of course, but our repositioning and improved cost structure mean we can optimally surf the wave.

The Challenge Bootcamp was a game-changer for me. At the beginning of 2025, I couldn’t really see clearly. Even though I have a background in economics and IT, my gut feeling was no longer enough. Now, I’m very clear about where I want to go. I owe this clarity to the programme and – also importantly – to the time I put into it. We are still feeling the benefits today. For example, all the participants are still in a WhatsApp group where we openly exchange experiences and advice, and where nothing is taboo. It’s incredibly valuable. As an entrepreneur, you often think:  I’m facing this alone. Actually, it turns out you never are.”