The Beating Heart of Proaxxes
Ready for challenges
What do you do when you have one month to organize a five-day study trip for a group of 20 top managers and shareholders of 17 Dutch companies in the manufacturing sector? Medium-large Dutch companies with a turnover between 50 and 350 million euros, specializing in various manufacturing sectors, that participate in annual study trips to countries with a highly innovative manufacturing industry. They have visited China, America, and Germany… This time, they visited Northern Italy.
I faced this challenge recently. The experience of connecting Dutch and Italian companies in technological sectors has always been the core business of Proaxxes, so the request did not scare me. However, I was conscious that this trip had to be organized at a critical moment. The European markets —including Italy— had to face the recent outbreak of a war never thought possible, skyrocketing energy prices, stock market instability, and COVID-19. Anyway, I like to overcome challenges; that is a characteristic that I share with Proaxxes.
Let’s do it!
I began to analyze in-depth the various specializations of the group and discuss with the organizers what their expectations were. They wanted to learn about Industry 4.0, digitization, sustainability, generational handover, availability on the market of young technicians, and other problems that manufacturing companies face daily. As always, I aimed to bring each participant closer to this most-innovative-Italy.
Once again, I had the opportunity to verify the importance of building a vast network of relationships and knowledge of various sectors over the years. After an in-depth analysis, I created the first wish list of Italian companies to contact. The challenge was enormous because various companies did not allow the visit due to COVID-19. Proaxxes never gave up. I advanced bit by bit.
When something unexpected happens…
Our trip began. The first and second days went smoothly. At the third, an important company, on which everyone had focused with particular interest, unexpectedly cancels the meeting for the next day. How to replace it in such a short time?
I immediately reacted and involved a series of our contacts. I found a perfect replacement in one afternoon! I explained it to the group only after seeing the new solution. The next day, we had a big surprise: The new company was astonishing! It was interesting for Dutch visitors for its professionalism, the high innovative technological level, and, above all, the average age of the managers, all relatively young. This match immediately led to establishing commercial relationships and research and development collaboration.
On the last day, I faced another inconvenience! An important manager, who would have welcomed us in one of his high sustainability and innovation projects, felt ill! With just two phone calls, I solved this situation.
Satisfaction
The group of Dutch entrepreneurs declared themselves extremely satisfied with the trip. Besides, I created a solid professional bond and secured future collaboration. Then, I learned that I was able to reconfirm, on a personal level, that my habitual and accustomed ‘stubbornness’ forces me to achieve the maximum in any condition. And it helps me not give up when I face obstacles without losing sight of the client’s objective. An integrated partnership is our mission for a solid win-win growth that knows how to look ahead. Despite certain obstacles, despite certain times!
A challenge achieved is just a new starting point
I work in the Italian headquarters of an important Dutch partner in the Architecture and Design Business Unit. As I closely followed the creation and development of the “Italian face” of that Dutch company, I gained solid technical experience in the technological product we offer. However, my heart almost stopped when I was first asked to undertake a training seminar to explain the engineering solution dedicated to the design world in a webinar version. That was the opportunity to interact with several hundred architects, connecting live from all over Italy.
“Should I take this chance?” I thought. And I found the answer in Proaxxes’ philosophy: always push yourself further.
One challenge at the time
I embarked on this adventure. Preparing an engaging lesson proposal is not enough to get educational credits. First, you must present your professional profile to the National Council of Architects, Planners, Landscape Architects, and Conservators (CNAPPC) to obtain official teaching authorization. I highlighted my professional path and evidenced my technical knowledge in design and architecture. When I received the official approval of the CNAPPC, I thought I was touching the sky with my finger.
The next challenge was unlocked: the event sold out shortly after publication. There were two possibilities: to succeed or to fail. I worked hard on the preparation of the seminar between selections, revisions, corrections, and narration. I wanted to build a compelling educational journey for my audience and focus on the expertise that both Proaxxes and our partner would derive from it. Also, I wanted it to be fun and to have fun. Was I asking too much?
Do you hear me?
On the day of the first webinar, I was ready with my brand-new headphones; my heart was beating with emotion. I took a breath and, once again, I dived. I knew that this intervention on a national scale and with such a large audience was the leap that Proaxxes was ready to take. We were accomplishing what our prestigious partner was aiming to be: not a simple technical nor commercial expert, but a real trainer in the sector.
The speech was a success beyond expectations. We had solid public interaction and excellent feedback at the end. Once celebrated, the hits became a new starting point: to learn more, “to be and to make” more. This is one of the most vigorous interpretations of the integrated partnership we put in place with the companies that choose to work with us. Successfully fulfilling the mission of being “their Italian counterpart” doesn’t satisfy us: we are committed to inspiring them.
Working with water, working with life
The water sector —the business unit I am responsible for— has facets and includes many sub-categories. The entire industry cannot be tackled as a whole; I have to analyze case by case: It requires a lot of study! In Proaxxes, we developed a system: we vertically explore the water sector to specialize in every area. I literally immerse myself in this sector, dividing it into categories: agriculture, food & beverage, wastewater, drinking and domestic water, municipal and civil water, industrial water (from refineries, chemical, textile, pharmaceutical, waste paper), health and hospital waste, dredging, and sludge. Then, I study every single area to deepen the technical and legislative details.
I must always stay ahead because Proaxxes works with several Dutch companies that produce very innovative sectoral technologies and would like to introduce them to the Italian market. Then, customers who contact us are willing to develop cutting-edge technologies, each with its own peculiarities and applicable to different fields. For this reason, I participate in webinars and sectoral interventions; I read specialized magazines and interview the actors involved.
Proaxxes: the leader in the water sector
Proaxxes has been dealing with the water sector for several years. For instance, we have worked in collaboration with the Embassy of the Netherlands in Italy and RVO (Ministry of Economic Affairs) to organize B2B Matchmaking of Dutch and Italian companies. Moreover, confirming its sectoral skills, Proaxxes has entered into a partnership with Water Alliance, which brings together about a hundred companies that develop innovative and sustainable water technology.
In the Netherlands, the maritime and port sectors also fall into the water category. That is why I have collaborated with accompanying Dutch operators to get to know the most important Italian shipyards. It is fascinating! I have gone into specifics and understood the technology behind each solution.
Also, I have seen that the water issue is intertwined with green building and agri-food sectors, in which Proaxxes already operates. Green building values the recovery of rainwater, the reduction of waste for a more rational and conscious use, and the recovery and purification of gray water. In agriculture, it is fundamental, especially in these years when climate change has caused meteorological anomalies and reduced rainfall.
Be like water: never stop!
The water sector is constantly evolving, and companies are always studying new methods to save water and minimize environmental effects. It can be said that it is a continuous study, and we must always be up to date.
I am satisfied with the work done so far. In fact, we received feedback from more and more Dutch companies interested in being introduced to the Italian market, a symptom that they recognize our competence and knowledge.
Proaxxes: my life project
I have worked in international business development for many, many years; my job was bringing businesses from Italy to other countries all around the globe. It may sound simple, but I realized that developing an international company requires time and experience in the local market. That was my inspiration to create the concept of “long-term partnership.” Allow me to explain this concept. When I talk about “partnership,” I do not talk about “clients”; I define them as “partners” because my job is to build a trusting relationship. Also, I prefer “long-term”, as a successful business requires time and strategic thinking.
The “long-term partnership” concept inspired me to start my own business: Proaxxes. My associate, Godelieve Cooymans, and I set up Proaxxes fifteen years ago. It began as a small company. Now I am astonished to see how much we have grown! In Proaxxes, we provide services for foreign companies that want to enter or expand into the Italian market. We are experts in strategical advice based on firsthand information and thorough research. We go through this process together with our partners, step by step, supporting them also operationally with their market entry.
What makes me proud of being part of Proaxxes is that we lead innovation; we encourage our partners to be innovative. Proaxxes and our partners are guiding instead of simply adapting. We are currently working with several partners and sectors. Our partners always push us one step forward to stay competitive.
Proaxxes has taught me that achieving what you want means to build patiently and attentively a network that will support you and guide you. You have to encourage every person you work with to do their best while learning to convert any limit into strength.
Connecting and networking
Last year, during the boom in alternative energy, we worked with a Dutch partner who produced engineering masterpieces for renewable energy generation. Our partner has partially been introduced into the Italian market already. But he was ready to expand and bring its technology to the various regions of the peninsula. So, he requested a market study and contact with manufacturers, municipalities, buyers, and eventual partners.
Since I specialize in projects concerning to circular economy, working with this kind of company was my mission. I was very excited! That was my opportunity to practice all the knowledge accumulated over the years.
Connecting dots
The goal of Proxxes, when working with partners who have already tried to approach the Italian market, is to deepen their entry and get in touch directly with the shareholders. For instance, in this case, I searched for the various players involved in the plant market for producing renewable energy. I proceeded to contact and interview them.
During the interviews, a crucial aspect emerged: the end-of-life disposal of production plants. This aspect is closely linked to my business unit: circular economy. I decided to investigate how this issue is addressed in the renewable energy plant market. From this in-depth study, a significant national association emerged. They deal precisely with this. I immediately contacted them, and I arranged an appointment between the president of the association and our client. The results? A rich discussion on the subject and possible collaborations with Italian companies were held.
How Proaxxes faces the challenges
Two fundamental aspects of my work emerged from this experience. First, is the importance of collecting information directly from market players, which is a strength of Proaxxes. Nobody will ever be able to provide you with valuable information like those who work there daily.
Secondly, the usefulness of multisectoral knowledge. The Italian market is varied and characterized by a strong interconnection between sectors. Having contacts in multiple sectors can represent a turning point when facing difficulty or doubts.In this way, the emerging spirit of collaboration can only give hope for even greater synergy between Italy and the Netherlands.
If you are afraid, trust your team
A year after I joined Proaxxes, I was entrusted with the green building sector, a market with which I had not interacted directly. The owners decided to assign me this new market study because I am part of the Architecture and Design business unit. The goal was to make Proaxxes grow by studying and looking for new sectors and exciting and valuable partners to expand and improve our team and the company.
Sharing and caring
I had a big new responsibility. How to face a market study? Getting started was difficult; I was afraid of failing. I knew it would be a turning point both for our company and for my professional and personal growth; which made me feel more nervous. I dedicated much time to analyzing various tests, research, articles, and news. Hours and hours after and tons of energy spent, it seemed to me that I was always at the starting point…
I liked the sector but couldn’t convey what I had learned to the team. Thanks to the help of the Proaxxes team, which has always been a great support to me from the first moment I set foot in the company, I understood how to change my research. They suggested I start interviewing architects and skilled companies in the sector: “they will help you to understand the green building sector,” they said. And they were right. That is how I saw the light after the long black tunnel.
We are with you
I felt so good about finding the right way to continue my research that I wondered why I didn’t ask the team for support and help first. Our team is undoubtedly the main strength of Proaxxes. They taught me that fear is not a reason for not accepting challenges; they will stay at my side. This is the value that Proaxxes gave me: knowing how to help and doing everything we can to find a solution.