Simplegarden started as an experiment — a way to explore how to build a business that truly adds value. Maybe one day I’ll sell it, maybe not. But here’s the honest part: I feel like I’ve only made 5 % progress toward a vision that’s meant to be 100 %.
Some of it comes from fear. Fear of going all-in. Fear of wasting valuable years on the wrong thing. I sometimes wonder: is working in the gardening space really the best path toward a meaningful, scalable business? My gut has doubts — especially when I think bigger. That’s why I’ve been considering doing a Business MBA, to learn how to build a smarter, more strategic version of Simplegarden. But that would mean moving to another city and pausing momentum. I’m not sure that’s the move either.
Another challenge is internal: growing up, certain negative patterns around fear and self-doubt shaped me. They still affect how I work today. Sometimes I don’t trust my time investments fully. But I’m working on breaking those patterns.
Despite all that, I’ve stepped out of my comfort zone. I interviewed 30 elderly people to understand their gardening struggles. I recorded videos. I explored how AI tools might help automate parts of the service. I learned that most elderly people face similar problems — but it’s not just about knowing those problems. It’s about building a smart system to solve them, not just gathering information.
I want Simplegarden to feel like Coolblue — friendly, clear, helpful. I want people to love the experience. To crave it. Whether it’s a product or a service, it should feel effortless and warm. Eventually, I want to build something scalable — where smart people work together with synergy. Where systems and people make each other better.
Success is when the whole Netherlands thinks: “elderly gardening problem? Oh, that’s Simplegarden.” That immediate association. That trust.
I’m not there yet. But I’ve started. And that matters.