Founder Stories: Van solide Nederlandse basis naar Europese ambities - Bypoint breidt uit als fietsveiligheidsmerk

“We've moved away from the principle of one product and really want to become a bike safety brand“, tells Joris Koops about the development of Bypoint since the previous conversation in 2022. Where his company was still in the start-up phase at the time, with one innovative product and, above all, many plans, Bypoint has now grown into a serious player in the bicycle safety market. “We are now at almost 300 sales locations in the Netherlands and have already made the move to Germany.”

From idea to brand

At the end of 2022, Bypoint launched the first product: a fall detection system for cyclists that works without a smartphone. The idea, inspired by Joris' grandmother, provided a solution to the growing number of unilateral bicycle accidents. But soon after the launch, he realized that there was more potential in a broader approach.

“We saw that bike shops were busy selling bikes and were less focused on accessories. At the same time, we noticed that the demand for safety products in the bicycle market is rising. That's why we decided not to be just a product, but a brand that stands for bicycle safety.”

This choice resulted in a clear brand identity around three core values: “Stimulate mobility with innovation, make a social impact and move forward together with our partners.” At the beginning of 2024, Bypoint launched its own helmet with built-in lights and special shock-absorbing lining, followed by a bicycle mirror. In addition, the company focused on theft prevention with track and trace systems and innovative locks. All those plans made in 2022 became reality.

Learning from the market

The road was not without obstacles. “When we raised funding on December 31, 2021, we didn't know that the war in Ukraine would break out two months later. Component prices soared, there was scarcity and panic in the market. Our purchasing costs were much higher than planned.”

For Joris, who runs his first company with Bypoint, this was an important learning experience. “I've learned that sometimes you have to accept things as they are. The most important thing is that you can look at yourself and know: I did everything in my power.”

Another crucial lesson was the importance of validation among the target group. “In the beginning, we had done less validation at bike shops. Now we involve them directly in product development. We have an expertise group of ten stores that we get frequent feedback from before developing new products.”

The team behind the success

School friend Andrew Grimminck, who was involved from the start, is still an important part of the team. “Andrew is now fully focused on sales. He's out and about in stores all week.” The team has now grown to three permanent employees, supplemented by an average of four students and collaborations with various courses.

This cooperation with educational institutions is a conscious choice. “We work a lot with Hanze University and universities. From September, we will be the regular client of a new minor 'Entrepreneurship with Technology'. Students help us develop proof-of-concepts, so we can quickly test new ideas.”

Doing business in the Northern Netherlands

The branch in Assen is a conscious choice. “I just feel good in the north. I'm not someone who likes hustle and bustle,” says Joris. In addition, the province of Drenthe supported the company from the start, in line with their ambition as a cycling province in the Netherlands.

What Joris appreciates about the Northern Dutch business climate is the high-quality contacts. “A word is really a word here. What I also really like is how our investors and advice help us. These are all people with a lot of experience, who are very willing to support you. That sobriety and benevolence is typical of the North.”

However, he also sees areas for improvement. “Recently, we had a Founder dinner where eight founders from Drenthe sat together, but many of us didn't know each other well yet. That may have to do with how we are here in the north: we don't shout things from the rooftops, we're all a bit sober.”

It is precisely from such an encounter that something beautiful can arise. “We now have a lot of contact with one party of the dinner at once. That's a company that also does really cool things and I immediately thought: I think we can do something together that can be very impactful.”

Big partners, big ambitions

Bypoint's growth is also reflected in the collaborations they have entered into. “We are working with the ANWB and are in advanced discussions with insurers.” A pilot will start in April 2025, incorporating Bypoint's track and trace system into insurance products. “I am very proud of that and it proves once again that we are taking steps in the right direction.”

Steps have also been taken internationally. “We have around 15 affiliated stores in Germany as a pilot and signed a contract with a Dutch wholesaler that also operates in Belgium. We will implement this in April 2025. Bicycle mobility is changing across Europe, so we certainly see opportunities in this.”

Personal growth

For Joris, who started Bypoint while studying, entrepreneurship is a personal journey of discovery. “I've learned to be a little more patient. In the beginning, I could be extremely concerned if something went wrong. Now I can put that into perspective better. I'm someone who tries to control a lot of things, but sometimes things are out of your control. If something is not right externally, you can still do your best, but sometimes it's just no different. You have to learn to accept that, otherwise you won't keep it up.”

The future

The goal is clear for Joris: “That we are really seen as a safety brand. That when people think about bicycle safety, they think of Bypoint. Not only in the Netherlands, but ultimately also in Europe.”

With four new products under development, innovation remains key. “We are very much testing with sensor technology to address that framework as broadly as possible. We want to continue to distinguish ourselves with products that are slightly different from what is already on the market.”

His advice to starting entrepreneurs is clear: “At first, just do it. You hear a lot about making plans, but I'm like: you just have to get started. You can't frame everything at the front end. Go out, get tested and put it to the test. Once you have taken that safe job, it is very difficult to return later. So take that chance now that you have it.”

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Interview & tekst by Lars Meijer