Startup Spotlight: Maps Untold – The Personalized City Guide
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In this interview, we spoke with Gaby, one of the founders of Maps Untold. This innovative platform uses big data and AI to create personalized city guides. From hotels and vacation parks to B2C apps, Maps Untold offers travelers a unique and effortless way to discover hidden gems and the best spots at their destination. Gaby shared her inspiring entrepreneurial journey, her experiences at JADS, and valuable advice for aspiring entrepreneurs.
Can you tell us a bit about your background?
“With my Portuguese and French roots, I was born in The Hague to parents who had moved to the Netherlands, and I grew up in Zoetermeer. I’ve always had a love for adventure. While my friends chose to study in Rotterdam or Delft, I decided to look further afield. That led me to Eindhoven, where I studied Industrial Engineering and Management. This decision quickly introduced me to a new adventure: student life.
During my first year, I was invited to join the Eindhoven Student Business Club (later Kickoff EHV), an association for students with entrepreneurial dreams. At the time, I knew very little about entrepreneurship, but I found it fascinating and learned a lot. My interest in entrepreneurship really took off when I attended Slush, one of the largest startup events in Helsinki.
While in Eindhoven, I also developed a passion for data and AI, which later played a crucial role in the creation of Maps Untold. My studies and the startup ecosystem in Eindhoven gave me the chance to ‘peek behind the scenes’ at startups and learn how they tackle challenges. All of these experiences shaped me as an entrepreneur.”
Can you tell us more about Maps Untold?
“Maps Untold is a platform born from personal experience. During an exchange in St. Petersburg, I wanted to grab a beer with friends, but we ended up in an overpriced club where drinks cost €8 each. That moment sparked the idea: why isn’t there a tool that helps you find unique spots that truly match your preferences? That’s how Maps Untold was born.
Maps Untold is an innovative platform that uses big data and AI to develop personalized city guides for guests at hotels and vacation parks. The platform starts with a general guest profile, which can be further refined with specific user preferences. Travelers then receive tailored recommendations for hidden gems, local hotspots, and unique experiences that perfectly align with their interests. Maps Untold is already being used in cities like The Hague, Eindhoven, and Utrecht, offering a wide range of possibilities for travelers.
Maps Untold is more than just a travel guide—it’s a custom tool that helps hotels and vacation parks offer their guests a unique and personalized city guide experience.”
You completed the DSBE master’s program at JADS. How did you find that experience, and can you share more about your connection to the JADS Playground?
“I chose JADS and this master’s program because it aligned perfectly with my interests and ambitions. I was already fascinated by data and AI but wanted to learn how to apply that knowledge in a business and entrepreneurial context. The combination of technical skills, hands-on projects, and a focus on entrepreneurship really appealed to me. JADS offers a unique environment: an inspiring campus, engaged professors, and a network of entrepreneurs and experts. This blend allowed me not only to successfully complete my studies but also to further develop Maps Untold.
The JADS Playground is an amazing space to bring ideas to life. It’s a hub where students, startups, and experts come together, providing all the tools and guidance you need. For me, it was the perfect place to experiment, learn from others, and advance my startup. The small scale of JADS makes it very accessible—you can easily brainstorm with professors or seek advice from experienced entrepreneurs. This support was instrumental in the growth of Maps Untold.”
What advice do you have for other entrepreneurs looking to start a business?
“Focus is everything. My father always says, ‘You can’t eat a whale in one bite—you have to do it piece by piece.’ The same applies to entrepreneurship. It’s important not to try to do everything at once but to work step by step. Set small goals for yourself and focus fully on those before moving on to the next step.
Additionally, having a great co-founder is essential. I’m lucky to have Dennis, as we complement each other. He takes care of things that drain my energy, like planning, while I focus more on data and technology. This balance is crucial. Working with someone who understands and complements you makes entrepreneurship much easier and more enjoyable.”
Do you have any final thoughts or calls to action you’d like to share?
“Yes! We’re looking for a test group for Maps Untold. We’re seeking true foodies who love exploring cities and dining out. Testers will gain access to unique deals and get the chance to try out our new features and designs first. In return, they’ll receive fun rewards, like free cookies at a bakery or discounts at restaurants partnered with our platform.
We aim to build a small, engaged community of people excited about city exploration who can help us make Maps Untold even better. If you’re interested, send us an email with the subject line ‘I want to test!’ at dennis@mapsuntold.nl. We’d love to hear from you!”
