GUEST BUSINESS CASE STUDY WITH VASSIA SARANTOPOULOU
Every business has a story. We usually see the finished version: a professional website, a recognizable brand, confident communication.
But how did it get there?
What happened before? Which decisions made a difference? What didn’t work? And how much of what we see today was carefully planned, rather than figured out along the way?
This October, we’re introducing Inside the Brand, a new series of Profile Studio Business Club meetings where we invite business owners to share what happens behind the scenes of building their businesses.
We’re putting her professional expertise aside for the evening and meeting her as a fellow business owner. We will find out how she built her brand, what made her change direction, where she invested her time and money, and what she learned along the way.
We’ll also look at how her visual identity has evolved, from earlier photographs and website designs to the way she presents her business today.
Think of it as a conversation around the kitchen table with someone who is willing to share the part of entrepreneurship we don’t usually see on LinkedIn.
What We’ll Explore
Together with Vassia, we’ll talk about:
✅ The early days of her business and what she would do differently today
✅ The decisions, investments, and turning points that shaped her brand
✅ How her website, photography, messaging, and visual identity have evolved
✅ The business challenges, experiments, and mistakes that taught her the most
✅ How she approaches positioning, client relationships, and communicating her value
✅ What it actually takes to build a recognizable brand while running the business behind it
How We’ll Work
An informal conversation with Vassia, a look at her brand’s evolution, and plenty of room for your questions.
No formal presentation. No polished success story. Just an honest conversation about business, decisions, and lessons learned.
What You’ll Walk Away With
💡 A rare look at the decisions and challenges behind an established business
👀 A better understanding of how branding and visual storytelling evolve in practice
📝 Ideas you can adapt to your own business, without having to repeat someone else’s journey
🤝 Honest conversations and fresh perspectives from fellow entrepreneurs
Who Should Attend?
✔️ Small business owners, solopreneurs, and independent professionals
✔️ Entrepreneurs who are building or reconsidering their brand
✔️ Anyone curious about the decisions behind another business owner’s journey
✔️ People who enjoy learning through real stories, questions, and shared experience
🗓 Date and Time: Oct. 8th, 6.30PM
📍 Location: Profile Studio, Frederikstraat 481, the Hague, the Netherlands
🎟 Only 8 spots available – We keep our table small so everyone has a chance to take part in the conversation.
Come with your curiosity and the questions you don’t normally get
As business owners, especially those running one-person operations, it’s easy to miss the camaraderie and collaboration of having colleagues. The Profile Studio Business Club bridges that gap, offering a place where you can:
Share and brainstorm ideas, plans, and visuals for your business.
Seek feedback on your projects, services, or events in a friendly and constructive environment.
Build a circle of trusted peers who understand your challenges and celebrate your wins.
Find business friends and collaborators to help you take your ideas to the next level.
Whether you’re refining your brand, launching a new product, or simply looking for a group of like-minded entrepreneurs to connect with, this club offers the perfect opportunity to grow personally and professionally.
What to Expect
Each meeting includes:
Casual Networking: A chance to connect with fellow entrepreneurs in a relaxed setting.
Idea Sharing: Bring your concepts, visuals, or plans to the group for constructive feedback and inspiration.
Mini Focus Group: Use the club as a sounding board for your ideas and gain valuable insights from diverse perspectives.
Creative Brainstorming: Collaborative discussions to generate fresh ideas and innovative solutions for your business.
Professional Guidance: As a photographer and entrepreneur, I’ll offer my expertise to help you refine your brand visuals, storytelling, and overall presentation.
Why Join?
The Profile Studio Business Club isn’t just a meeting – it’s a community. You’ll leave each session with:
A sense of belonging and connection to like-minded individuals.
Actionable feedback and fresh perspectives on your business.
Useful and practical topics for reach meeting for non-stop learning opportunities.
Ideas and inspiration for moving forward with confidence.
Relationships with people who genuinely want to see you succeed.
Last week, a jury of eight experts selected thirteen organizations to compete for the three prizes of the ‘The Hague Innovator Awards 2026’. Names such as Seepje, Droppie, and Naïf are among the winners of previous editions.
Stimulating innovation and entrepreneurship
The Hague Innovators Awards, an initiative of ImpactCity (Municipality of The Hague), encourages entrepreneurs who contribute to societal progress and a strong Hague economy with innovative ideas. The selection process considered, among other things, innovation capacity, the feasibility and scalability of the business model, and the extent to which it solves a societal issue in The Hague and beyond.
The nominees of 2026
These are the nominated startups and scale-ups eligible for a The Hague Innovator Award:
AgroCCS – Develops seed bulbs for more effective nature restoration in challenging locations.
CupHub – Makes menstrual cups practical and hygienic to use in public restrooms.
Climate Savers – Helps consumers gain daily insight into their personal CO₂ emissions.
Khakoob – Develops prefabricated clay panels for sustainable and circular high-rise buildings.
MOVROBOTICS – Automates underwater inspections with maritime robots and advanced image analysis.
Turing Europe – Verified digital diplomas, identities, and certificates securely and across borders.
NinetyNine Agency – Increase the visibility of talent with a disability in media.
KiCo – Accelerates the growth of innovative food entrepreneurs with facilities and networks.
And these are the five nominated student entrepreneurs who are eligible for The Hague Student Innovator Award:
Acceptnc.space – Connects city dwellers through location-based, anonymous voice stories about emotions and experiences.
FairKamer – Makes housing allocation fairer with objective, transparent, and discrimination-free selection.
Legumia – Develops innovative legume products that make healthy eating simpler and more appealing.
myfoodtrade – Connects local food producers directly with consumers via digital sales and delivery.
Core Solutions – Helps people with limited hand function independently remove medicines from blister packs.
A jury has been assembled for both categories. The juries consist of experts from Rabobank, Stichting DOEN, DRK Foundation, InnovationQuarter, Tuincentrum Ockenburg, Social Impact Fonds, The Hague University of Applied Sciences, and ImpactCity. Additionally, there is a third prize to be won; everyone can cast a vote for the winner of the audience award.
Announcement of finalists
The nominees go through a substantive program aimed at the further development and growth of their organization. At the end of the program, the nominees submit a final plan of action and pitch the plan to the jury during the Schaal Je Impact event on November 10 in The Hague. The winners receive cash prizes ranging from 2,500 to 15,000 euros.
Alderman Richard de Mos is enthusiastic about presenting the awards for this twelfth edition: “Entrepreneurs are indispensable for a strong and future-proof city. With The Hague Innovators Awards, we shine a spotlight on innovative Hague entrepreneurs who, with guts, creativity, and perseverance, are building economic growth, new jobs, and impactful solutions. ”
ImpactCity is one of Europe’s leading ecosystems for organizations that combine ‘doing good and doing business’. Through ImpactCity, the Municipality of The Hague facilitates entrepreneurs and other impact makers with innovative solutions for starting and scaling up their businesses.
Text & images: Municipality of The Hague, Department of Economy
Europe and the Netherlands face a crucial choice: do we remain dependent on Big Tech, or do we take control of our digital sovereignty? Dependence on Google, Microsoft, Amazon and ChatGPT carries risks: privacy, security and control over our own data and infrastructure. But how do we make that change a reality?
We’ve seen just how quickly minds change about how important sovereignty is. The Dutch company DigID went from not worth buying to its sale being blocked by the Dutch government – as a matter of public interest and national security, no less – when an American company intended to buy the company – and its database of citizen’s personal data. Europe’s General Data Protection Regulations (GDPR) are at the forefront of digital security, but dependance on Big Tech leaves us signing over our rights for convenience.
At EU TechFest, we’re creating a unique experience where we bring the tech ecosystem together to get hands-on with European technology, learn what laws govern the tech world, and talk about how to break things off with Big Tech. From local cloud solutions to ethical AI, from open-source software to data management: we’ll show you how to work locally, securely and autonomously.
Read more under video.
How? Through interactive workshops, hands-on sessions and tech talks led by pioneers in sovereign technology. Learn how to implement your own “Big Tech Diet” and become independent, step by step: less dependence, more control. Discover local alternatives for data, the cloud, office software and more.
What? An interactive programme brimming with inspiration and practical insights, covering topics such as:
Local data & the cloud — How do you build a secure, European infrastructure?
Open-source tools — What alternatives exist for everyday use?
Ethical AI — How do you implement AI without relying on Big Tech?
Legal frameworks — What are the rules for sovereign technology in Europe?
For who? For professionals, policymakers, developers and anyone who believes in a digital future in which Europe and the Netherlands remain in control. Come along to network, learn, and above all, do.
AirHub, a drone operations software company with a Sales and Marketing office in The Hague, has appointed Jon Craven as Head of Sales.
The appointment is relevant in the context of The Hague’s wider role as a city for international security, justice, public safety and technology. Drone technology is increasingly being used by police forces, fire services, port authorities, infrastructure operators and security organisations, raising important questions about safety, coordination, regulation and responsible use.
Craven brings experience from both aviation and software. Before moving into software sales, he worked as a military air traffic controller. This background gives him practical insight into complex airspace, operational safety and the kinds of systems needed when technology is used in high-pressure environments.
In his new role, he will lead sales across AirHub’s main sectors, including public safety, national security and critical infrastructure.
“After years of experience in complex airspace, I know how much depends on the quality of the systems supporting you,” said Jon Craven, Head of Sales at AirHub. “What AirHub is building is genuinely changing what is possible in the field. I am here to make sure the right organisations know about it and are able to use it.”
Stephan van Vuren, co-founder and co-CEO of AirHub, said Craven’s experience in aviation was closely connected to the needs of the company’s customers.
“Jon has experienced first-hand that critical operational systems in aviation simply cannot fail,” he said. “That experience is exactly what our customers recognise, and what makes him the right person to lead our commercial growth.”
AirHub develops software to help organisations manage drone operations, including flight preparation, real-time mission execution, compliance and data analysis. The company says its technology is used in sectors such as public safety, critical infrastructure and security.
The appointment follows AirHub’s recent €4.4 million Series A funding round, as the company continues to expand in Europe and the Middle East.
Win up to €15,000 for the development of your business
For the twelfth consecutive year, The Hague is opening the search for entrepreneurs working on innovative solutions to societal challenges. Registration for The Hague Innovators Awards 2026 is now officially open. This annual competition is an initiative of ImpactCity, part of the Municipality of The Hague, and offers start-ups, scale-ups, and students the opportunity to present their innovation to a broad and relevant audience.
With cash prizes of up to €15,000, coaching, media attention, and access to a powerful network of investors and partners, The Hague Innovators Awards has grown into a valuable springboard for entrepreneurs who combine doing good for society with doing business. Names such as Droppie, North Sea Farmers, Seepje, and Naïf Care have been able to call themselves The Hague Innovators in recent years.
New generation, fresh perspective
The challenges of our time, from climate change and food security to energy transition and social justice, call for fresh perspectives and scalable solutions. The Hague Innovators Awards focuses on entrepreneurs who contribute to the Sustainable Development Goals (SDGs) with innovative products or services. Since last year, one of the award categories has been specifically for student entrepreneurs from The Hague who want to make a societal impact with their ideas.
A stage full of opportunities
Nominees go through an intensive program including pitch training, one-on-one coaching, and a video shoot in the Binckhaven, the beating heart of The Hague’s impact economy. Experts from Rabobank, DOEN Participaties, Unknown Group, and InnovationQuarter, among others, are part of the jury and guide the participants throughout the process.
The final takes place this year during Schaal je Impact (Scale your Impact) in November. Finalists present their innovation live on stage, after which the winners are announced.
Previous winners, such as Droppie, Solvoz, Feelou, and Rator, have been able to take a significant step towards scaling up, recognition, and new investments thanks to The Hague Innovators.
“Thanks in part to the support of ImpactCity and the Municipality of The Hague, The Hague grew into our best-performing city. Residents have already handed in hundreds of thousands of items, accounting for over 129,000 kilos of material for reuse or recycling. Great proof of how powerful collaboration can be between residents, the municipality, and entrepreneurs who really want to make an impact.” – Stef Traa, co-founder of Droppie and winner of 2025.
To register
Are you, or do you know, a Hague entrepreneur with an innovative product or service that contributes to a better future? You can register for The Hague Innovators Awards 2026 until September 1 via www.impactcity.nl.
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ImpactCity is the ecosystem for impact-driven entrepreneurs in The Hague. Under the motto ‘doing good and doing business’, ImpactCity helps entrepreneurs start and scale up their businesses with access to financing, knowledge, networks, and publicity. www.impactcity.nl
Students and professionals gathered at The Hague University of Applied Sciences (THUAS) this week for the Talent for Good Forum, an event focussed on careers for social impact under the theme “Shaping Trust in The Future”.
Organised by The Hague Humanity Hub in partnership with THUAS, the event transformed the university’s Atrium into one of the Netherlands’ largest impact-driven career fairs. Students, young professionals and career changers had the opportunity to connect directly with organisations working in areas including peace and justice, human rights, sustainability, governance, humanitarian action and technology for good.
At the career fair, attendees could meet representatives from more than 60 organisations. NGOs, government bodies, educational institutions and mission-driven businesses were on hand to discuss internships, volunteering opportunities and future careers. Workshops throughout the day covered topics such as networking, negotiation skills, leadership, entrepreneurship and careers in emerging fields.
The keynote session explored the forum’s theme, “Shaping Trust in the Future”. Emma Wedner, Chairperson of the Council of Europe Advisory Council on Youth, shared a youth perspective on rebuilding trust in communities, institutions and international systems during a period of rapid technological and social change.
HRH Princess Laurentien van Oranje shared some of her extensive experience and challenged attendees to consider how they can contribute to a more inclusive and sustainable future.
The afternoon programme featured breakout sessions on topics including climate action, international law, artificial intelligence, governance, international trade and disinformation. Participants were encouraged to explore how trust can be strengthened within organisations, communities and society more broadly.
The event concluded with a networking reception, allowing attendees to continue conversations with employers, speakers and fellow participants.
The Talent for Good Forum reflects The Hague’s unique position as an international city of peace, justice and innovation. By bringing together students, professionals and organisations committed to positive change, the event offered both inspiration and practical opportunities for those looking to build careers with impact.
Photos and LinkedIn profile photography were provided by Holland Park Media, one of the event’s supporting partners, giving participants the opportunity to refresh their professional profiles while networking with potential employers.
This is an annual event and planning will be underway soon for a 2027 edition. For more information, visit:
