Startup Spotlight: Fluse – From webshop to software innovation

From a small webshop to a software company that optimizes e-commerce processes—this is the story of Fluse. Vincent and Romen started in online retail but quickly discovered their passion for software development. In this edition of the Startup Spotlight from the JADS Playground, we take a look at their journey: the challenges, lessons, and strategies that help them grow their business.

From webshop to software development

When you ask Vincent and Romen about their background, they start enthusiastically sharing their story. Romen explains: “Vincent and I both studied Industrial Engineering & Management, and during our studies, we started a webshop. I joined in shortly after. What started as a small project quickly grew into something big. In 2021, I decided to step away and look for new opportunities. Vincent followed not long after.”

Vincent adds: “One of the biggest challenges we faced was scalability. We noticed that many existing software solutions did not fit our needs. That’s why we started building our own software. It turned out to be incredibly interesting and aligned well with the knowledge we gained during our Master’s in Data Science in Business and Entrepreneurship. That’s how we transitioned from e-commerce to software development.”

The founding of Fluse

After selling their webshop, they realized that many online entrepreneurs faced the same challenges. This led to the founding of Fluse. “We had to build various systems ourselves for inventory management, order processing, and automation. Other entrepreneurs encountered the same problems, so we decided to start Fluse: a software company focused on optimizing processes within e-commerce,” says Romen.

Vincent emphasizes that in the beginning, they mainly focused on product development but quickly learned the importance of the commercial aspect. “We experienced a few times that we developed a product for which there was little demand. That’s why we now stay in direct contact with potential customers before building anything. We thoroughly validate each idea to avoid wasting time and energy on something no one wants to use.”

The future of Fluse

Over the years, they have adjusted their course multiple times and learned from past experiences. “Right now, we focus on validating ideas before we start building,” says Romen. “We talk daily with online entrepreneurs to understand the problems they face. Once we notice that multiple entrepreneurs struggle with the same issue, we develop a solution and test it directly with the market.”

Vincent nods in agreement: “We try to keep the development cycle as short as possible by getting customer commitment upfront. This way, we avoid building without knowing if there is actual demand. This ensures that we work more efficiently and can respond quickly to market opportunities.”

What sets Fluse apart from other startups?

What makes them different from other startups? Vincent and Romen believe that their combination of technical expertise and entrepreneurial mindset is a major advantage. “Many startups focus too much on one or the other,” Romen explains. “We don’t just build great software; we also think strategically about how to make it commercially successful.”

Vincent adds: “We stay very close to the market. Because we talk to potential customers daily, we can iterate quickly and adjust our strategy. This makes us flexible and efficient in finding solutions that truly add value.”

The role of JADS Playground

During their time at JADS, they connected with Jonie Oostveen, who guided and advised them. “Through him, we participated in the Startup Readiness Program, which greatly helped us refine our processes and strategies,” says Romen.

Vincent adds: “We also took part in a funding round via Dragons’ Den of Braventure, gained valuable contacts, and received support from Amazon. Without the JADS Playground, we might not have been as structured and strategic as we are now.”

Advice for aspiring entrepreneurs

For new entrepreneurs, they offer clear advice: don’t start building too quickly. “First, gather a group of customers before you begin,” says Romen. “Make sure you’re solving a problem that people are actually willing to pay for before you develop a solution.”

Vincent agrees: “It’s easy to convince yourself that people need something, but the real test is whether they’re willing to pay for it upfront. If no one does, then the problem isn’t big enough. Be critical and keep validating.”

What makes JADS unique?

When asked what makes JADS unique, Romen highlights the network. “Access to experts, mentors, and other entrepreneurs is invaluable. Additionally, the JADS name carries weight in the data science world; it’s the only data science university in the Netherlands, and that opens doors.”

Vincent adds: “The combination of entrepreneurship and technology is rare. There are many programs in software engineering or business administration, but a program specifically focused on building a software startup is truly unique.”

Final thoughts

As a final tip, Romen recommends The Lean Startup by Eric Ries. “That book has been like a bible for us. It teaches you how to quickly and efficiently test whether an idea is viable.”

Vincent concludes: “And always keep learning and validating. Don’t just focus on technology—also consider the market and customer needs. We’ve learned this lesson the hard way, but in the end, it’s the key to success.”

With these final words, we wrap up our conversation. Fluse continues to grow and innovate, and we look forward to seeing what they achieve in the future!