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Mentor: Pieter van Herpen

Startlife Mentor

Pieter van Herpen is a serial-entrepreneur and angel investor.

Pieter has a true international background. He was born in The Netherlands (1981), was raised in Singapore and New Zealand (high school; GSCE and IB) and studied Business Administration in Groningen (Hanze), Barcelona (ESADE) and Rotterdam (RSM).  He interned at BCG, Heineken and KLM and started his first job in 2008 at Procter & Gamble, Gillette marketing (from Western European HQs).

After experiencing firsthand the complexity of content management at large FMCGs he launched Syndy.com in 2010. Pieter closed deals with leading FMCG brands including Unilever, Friesland Campina, Reckit, Danone, Perrigo, Raised +€3MN from angels, accelerators and VC/institutions. And eventually sold Syndy to leading competitor Icecat N.V.  He served Syndy as CEO and Icecat as Chief Innovation Officer over-seeing strategic investments until October 2020.

After building a tech company from A to Z, serving +100 brands in selling online, and out of love for all things ‘consumer’, Pieter started Kaas; a venture studio for consumer and enterprise tech.

Skills and field of expertise

  • Venture building/start-ups/scale-ups
  • Product design/development
  • Sales (Enterprise)
  • Strategy (for Founders)
  • Online marketing & PR
  • Fundraising (including selling your company and life after Exiting)
  • Industry know-how on e-Commerce, FMCG, retail, data, content management, verticalcommerce brands

Offer and interest (startups)

Interested in platforms/marketplaces, D2C/online-only brands, food innovation e.g. protein-based meat.


“You only live once.


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