Success in the United States under Dutch Cybersecurity Flag

The Partners for International Business (PIB) cluster Cybersecurity USA was founded to help Dutch entrepreneurs improve their chance of success in the United States of America. Karin Muller (ON2IT) is a participant, and Martine Koole (InnovationQuarter) is coordinator of the cluster. They are speaking about the collaboration and their experiences. "Through the PIB our market entry has reached new heights."

The Partners for International Business programme allows Dutch businesses to form clusters. A group of business can work together to gain entry into foreign markets, increasing their chance of success. These businesses are supported by Dutch governmental organisations, and they can profit off of the knowledge and expertise of the embassy network.

The PIB cluster Cybersecurity USA was founded three years ago, as part of the Roadmap Cybersecurity USA 2020-2023. This is an initiative by InnovationQuarter, RVO, Ministry of Foreign Affairs, Security Delta (HSD), the Dutch embassy and consulates. Karin Muller and Martine Koole are part of the PIB cluster and are sharing the valuable lessons they have learned. This is not only interesting to entrepeneurs considering joining the PIB cluster, but also for organisations that can assist as a cluster coordinator.

Karin Muller, ON2IT (left) and Martine Koole, InnovationQuarter

Innovative solutions in the US

"The question as a business is not whether you will be hacked, but when you will be hacked", Karin Muller of ON2IT says. "With cybersecurity software such as ours, allows you to limit the impact, and makes sure your business continuity is safeguarded."

ON2IT was founded nearly 20 years ago, and is one of the first businesses that used Dutch knowledge and expertise to develop a platform. From the start the business had American partners, and was aimed at the US. A few years ago they made the step to the US market: "We saw an opening for us to offer innovation solutions over there. Through the PIB we were able to do this with much more momentum."

The US is a large and complex market, Muller explains. The laws and regulations are complex and often differ across states. Even the (business) culture can differ per region, making it challenging for foreign businesses to achieve success. Analysing the market with other businesses and governmental institutions was a big help for ON2IT, she says. "The Dutch cybersecurity sector is a top performer on a global level - it really helped to meet potential partners and clients in the United States under the Dutch flag."

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Connecting under the Dutch flag

The cybersecurity cluster visits potential partners and inspiring businesses and organisations in the United States. They also gather in a Dutch pavilion at conferences. Muller says the Dutch cybersecurity sector is known for being innovative and progressive. "This image is confirmed by the way we collaborate. Within the cluster the companies act as a sounding board for one another."

ON2IT at the RSA Conference in San Francisco

The cluster receives additional support from the embassy network in the United States. A lot of knowledge on the local market and a large network across the US can be found here, she explains: "By pulling together with the cluster, the embassy, consulates and NBSO's can introduce you in a different way with relevant contacts compared to when visiting as an individual business." This has allowed ON2IT to utilise opportunities in the US. "We have a number of large clients that we met through activities and introductions made possible by the PIB!" 

The role of a PIB cluster coordinator 

InnovationQuarter is the regional development agency of South-Holland, focused on stimulating economic growth. Supported by the Province of South-Holland and the Municipality of The Hague, InnovationQuarter is focusing amongst others at the cybersecurity sector.

The development agency collaborates often with the Netherlands Enterprise Agency (RVO), and the security cluster Security Delta (HSD). Amongst other activities, they organise trade missions and Dutch pavilions at events abroad. InnovationQuarter learned about the programmes and services offered by RVO, and came into contact with PIB. The past few years various PIBs were founded in collaboration with Security Delta (HSD), including PIBs for the United States, India, Germany and Japan. Cluster coordinator Martine Koole: "The US requires a lot from startups and scale-ups. For that reason we noticed a need for the network and resources offered by the government. Thanks to PIB we can support the entrepreneurs over a timespan of several years."

The role of coordinator requires a good listening ear for organisations in the PIB cluster. The complexity of the American market requires a lot of time and resources, she explains. Some companies involved in the cluster discovered the US was not a fitting market for them. "It's valuable to learn this and how you as as company can develop yourself further to make it a fitting market. Or you may decide to grow further nationally in The Netherlands, or perhaps look at other markets."

Role model when it comes to collaboration

Because of all the Dutch knowledge and expertise when it comes to cybersecurity, our country is a role model diplomatically. The Netherlands is a pioneer when it comes to laws and regulations on digital security.

The cluster at a conference in Orlando

Dutch diplomats are often invited to speak in other countries about initiatives in The Netherlands on cybersecurity regulation and public-private collaboration, Martine Koole says. "The Netherlands is a role model in the collaboration between governments and businesses. Other countries see Dutch initiatives as a model, such as the collaboration between police and businesses against cybercrime."

A good example of this is Project Melissa. Aside from this Operation Cookie Monster and Operation Endgame exemplify how The Netherlands is closely involved in international efforts in the fight against cybercriminals and ransomware. Our good reputation makes collaboration with Dutch governmental institutions and the embassy network within a PIB cluster more attractive. The collaboration gives companies access to valuable networks and support on the entry of new markets. In doing so, they are achieving higher odds of success.

Female entrepreneurship in the cybersecurity sector

Within the cybersecurity sector, especially in the US, many initiatives are specifically aimed at supporting female entrepreneurs. Examples include mentor programmes, networking opportunities, and conferences. Large events such as the RSA Conference in the US explicitly offers a platform for female founders. The Dutch government stimulates female entrepreneurship.

Martine Koole indicates that joining a cluster can be very beneficial for female entrepreneurs. "There are diverse incentives for companies with female founders, and there are many opportunities. Through the PIB cluster we can take on an active role in informing and supporting when it comes to capitalising on these opportunties."

Getting on with it yourself

Because cybersecurity is largely about trust, the PIB cluster being a multi-year programme is great, Martine Koole says. "You have to get to know each other and build trust. We have been at this for 3 years, and you see that many companies just like ON2IT are really hitting their stride."

ON2IT's Karin Muller says that that doesn't mean they can lean back now: "PIB helps with the introduction, but you have to make links yourself and follow through. You need to have good expertise on offer, and be willing to learn how business is done in the US."

Source: RVO: https://www.rvo.nl/onderwerpen/pib/succes-vs-onder-nederlandse-cybersecurity-vlag