Innofest, a programme that helps entrepreneurs test their innovation at festivals, in collaboration with StartupAmsterdam and the City of Amsterdam’s Urban Innovation Team, is set to strengthen sustainable and social innovation in the Amsterdam Metropolitan Area.
The programme aims to help four promising startups and scale-ups set up test cases in a real-life environment as close to reality as possible.
These test locations will be held at festivals throughout the Amsterdam region, such as Mysteryland.
To learn more about the programme and its impact, Silicon Canals reached out to Linda Vermaat, Director of Innofest Nederland.
She shared insights into the proven effective method used by Innofest, which has helped over 70 per cent of alumni significantly improve their entrepreneurial skills, identify new customer segments, and achieve market success.
Setting up the test case
Entrepreneurs often make the mistake of launching their products or services without proper testing.
Unfortunately, this can lead to a slow death of their innovation due to it not fitting the market correctly.
Innofest addresses this issue by offering entrepreneurs the opportunity to test their innovations at festivals that serve as real-life test locations.
Explaining it, Linda says “These festivals function as real-life test locations because they are as close to reality as possible and very suitable for validating assumptions. This way, entrepreneurs retrieve crucial data, whether they are a startup, scale-up, or knowledge institution.”
She continues, “This allows them to improve the product where necessary and collect evidence that is important to convince potential investors or launching customers. This is how Innofest helps entrepreneurs successfully step into the market.”
Entrepreneurs, Innofest team, and producer
Innofest’s programme supports entrepreneurs throughout the testing process with their methodology and producer.
Upon selection, all scouted innovations participate in a workshop to gain a deeper understanding of how to design and execute their test.
“Innofest has extensive experience in giving these workshops, both online and offline,” adds Linda.
After this workshop, a jury will select four startups and/or scale-ups to test their product or service at a festival with Innofest.
During the two online workshops that follow, selected entrepreneurs are prepared for the festival test case, while Innofest’s producer supervises and ensures that the test is effective and feasible.
“This is done in close cooperation with the test expert (is the test effective?), the test location (can we execute it and how?), and the participant (is the prototype ready?). An out-of-pocket budget is available for each innovation, including transportation and production costs on site,” she shares.
“For the participants, the final test case at a festival is primarily focused on gathering feedback and evidence on how the prototype works. The selected entrepreneurs for this project test at Mysteryland, an electronic music festival in August.”
During the festival, the producer is the main contact for the entrepreneur and is present at all times. Additionally, an innovation expert coaches the entrepreneurs on-site and challenges them to achieve the maximum result.
Depending on the specific test, testing in a living lab can span several days with daily check-ins scheduled for the entrepreneurs to learn together.
“After the festival, we organise the last workshop, in which we observe the data and find ways to use this data to improve the tested prototype,” she adds.
Validating through the “Test Like the Best” method
Innofest’s “Test Like the Best” method is a practical and effective way to validate a prototype, regardless of its complexity, says Linda to Silicon Canals.
The method consists of three canvases, 25 test cards, and a 40-page white paper in both Dutch and English.
The innovation experts at Innofest guide startups through four workshops using this method, providing them with practical tools to make the test relevant and feasible.
“We do this by addressing key assumptions and setting up the test question and test design. In the final workshop we analyse the collected data and participants conclude their follow-up, further development, or to the market,” says Linda.
For instance, Innofest has helped to validate the complicated technology used by Semilla Sanitation Hub, which provides clean drinking water, food, and sanitary facilities using space travel technology developed by the European Space Agency.
The Semilla Sanitation Hub conducted testing of its urine filtration method at the 2018 Eurosonic Noorderslag festival, and later ran a wastewater filtration test at the DGTL music festival, ultimately completing the testing process at Eurosonic Noorderslag 2019 by filtering blackwater.
Innofest played a crucial role in these testing processes, which helped Semilla Sanitation to develop plans with Care Kenya to roll out the filtration technology in Kenya.
The testing also opened up new market opportunities for Semilla Sanitation, as various festivals expressed interest in making their sanitary facilities more sustainable.
Additionally, Semilla Sanitation’s CEO, Peter Scheer, set up a water-saving project in partnership with the organisers of the Zwarte Cross festival, reusing shower wastewater to flush toilets.
Beyond testing and validation
According to Linda, the Innofest team offers a range of resources and support to entrepreneurs, beyond testing and validation.
“In cooperation with our partners, we organise innovation tours at the festivals where the tests take place. Here we show relevant stakeholders such as investors and potential customers what innovations and challenges we are working with. In this way we extend the reach of the program and connect the regional ecosystem,” she says to Silicon Canals.
The team also sets up a PR and communication strategy for every festival, including a media kit with content that’s shared with partners and the festival.
“We continuously post content on our communication channels and those of our partners, such as pictures, videos, news items, and stories. At the festivals, we take pictures and make short video reports of the tests (if multi-day festival). This helps startups to excite potential partners and co-funders about their product or service,” she states.
Innofest’s experienced PR team regularly reaches national, regional, and trade media, and has engaged in the social debate on innovation.
Through these efforts, they have secured over 250 articles about Innofest and the participating startups, claims Linda.
Innofest’s success story
Innofest has helped 260 entrepreneurs by facilitating practical tests using their proven effective method since 2016, shares Linda.
The research conducted by the University of Groningen between 2017-2020 shows that over 70 per cent of Innofest’s alumni have significantly improved their entrepreneurial skills and 80 per cent were able to identify new customer segments or customers thanks to Innofest.
Innofest’s approach is also recognised at a European level as it won the European Innovation Award EEPA in 2017.
“Innofest’s work is rated highly by our alumni. The lowest rating is a 7 and most entrepreneurs give Innofest an 8 or 9, with 10 being the highest,” she claims.
Linda also adds the majority of entrepreneurs say a resounding yes when asked whether the intended results were achieved.
Jesse, founder of tech startup FestiVR says, “It was a test in two areas: a technical stress test for the equipment and a gauge interest amongst users. The results of the stress test were a harsh lesson. The equipment overheated quickly and image quality suffered. However, the responses from the various audiences were tremendously positive and provided important insights.”
David, founder of health startup Arna App says, “We were mainly focused on developing new features of the app. During testing, we found that the process users go through is at least as important. We need to start offering more support in that.”
Nina, founder Green Facades says, “The test at Royal Park Live was the deciding factor for us in choosing the final material of our product. I don’t think before this test we thought it was possible to already make our first sale. Innofest really showed us what we are capable of.”
Criteria
To apply, startups must meet the following conditions
- Have an innovative prototype
- Should demonstrate the added value of testing at a festival
- Have a viable business case in the future
- Contribute to a better world in the future
Innofest is looking for entrepreneurs from startups, spin-offs, or student projects who are developing innovations related to:
- Sustainable mobility
- Circular material flows
- Energy,
- (Digital) security
- Food
- Inclusiveness
To encourage diversity and inclusiveness, the programme welcomes and invites everyone who identifies with these values, including women and minorities.
Startups and scale-ups looking to participate in Innofest’s project can apply until the 7th of June by clicking here. Innofest encourages female and inclusive entrepreneurship, so we explicitly invite anyone who recognises themselves in this.
Innofest’s roadmap
Looking towards the future, Innofest has outlined its plans for the period 2023-2027, with a focus on continuing to drive the green and social transition.
The first step will be scouting for innovations with the potential to make a positive impact on these transitions.
Once identified, Innofest will guide these innovations through testing at festivals and living labs, to gather evidence and improve their product.
Collaboration with relevant parties in the innovation ecosystem will be key to ensuring that innovations are ready to move forward after practical testing, she says.
Additionally, Innofest will organise workshops, lectures, and innovation tours to create support and enthusiasm for the mentioned transitions and the importance of innovation in realising them.”
“Change doesn’t happen overnight, but it does happen by working on it together, day in and day out. That’s why we hope to continue to work with great partners such as StartupAmsterdam and the City of Amsterdam’s Urban Innovation Team to achieve the above,” concludes Linda.
Startups and scale-ups looking to participate in Innofest’s project can apply until the 7th of June by clicking here.
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