Bypoint
“ We have moved away from the one-product principle and really want to become a bicycle safety brand ,” says Joris Koops about the development of Bypoint since our last conversation in 2022. While his company was still in its early stages at the time, with one innovative product and many plans, Bypoint has since grown into a serious player in the bicycle safety market. "We now have almost 300 sales locations in the Netherlands and have already expanded into Germany."
From idea to brand
At the end of 2022, Bypoint launched its first product: a fall detection system for cyclists that works without a smartphone. The idea, inspired by Joris's grandmother, offered a solution to the growing number of single-vehicle bicycle accidents. But soon after launch, he realized there was more potential in a broader approach.
We saw that bike shops were busy selling bikes and were less focused on accessories. At the same time, we noticed that demand for safety products in the bicycle market was increasing. That's why we decided to become not just a product, but a brand that stands for bicycle safety.
This choice translated into a clear brand identity centered around three core values: "Stimulating mobility through innovation, making a social impact, and moving forward together with our partners." In early 2024, Bypoint launched its own helmet with integrated lighting and a special shock-absorbing lining, followed by a bicycle mirror. The company also focused on theft prevention with track-and-trace systems and innovative locks. All these plans, made in 2022, became reality.
Learning from the market
The road wasn't without its obstacles. "When we raised funding on December 31, 2021, we didn't know that war in Ukraine would break out two months later. Component prices skyrocketed, there was scarcity and panic in the market. Our purchasing costs became much higher than planned."
For Joris, who runs his first company, Bypoint, this was an important learning experience. "I learned that sometimes you have to accept things as they are. The most important thing is to look at yourself and know: I did everything in my power."
Another crucial lesson was the importance of validation with the target audience. "Initially, we did less validation with bike shops. Now we involve them directly in product development. We have an expertise group of ten shops from whom we frequently gather feedback before developing new products."
The team behind the success
School friend Andrew Grimminck, who was involved from the start, remains a key member of the team. "Andrew is now fully focused on sales. He's out and about visiting stores all week." The team has since grown to three permanent employees, supplemented by an average of four students and collaborations with various educational institutions.
This collaboration with educational institutions is a conscious choice. "We collaborate extensively with Hanze University of Applied Sciences and universities. Starting in September, we will be a regular client for a new minor program, 'Entrepreneurship with Technology.' Students help us develop proof-of-concepts, allowing us to quickly test new ideas."
Doing business in the Northern Netherlands
The Assen location was a conscious choice. "I just feel comfortable in the north. I'm not someone who likes crowds," says Joris. Moreover, the province of Drenthe supported the company from the start, in keeping with their ambition to become the cycling province of the Netherlands.
What Joris appreciates about the Northern Netherlands business climate is the high-quality contacts. "A word really means a word here. What I also really appreciate is how our investors and advisory board help us. They're all people with a wealth of experience, and they're very willing to support you. That down-to-earth and friendly approach is typical of the North."
Yet he also sees room for improvement. "We recently had a Founder's Dinner with eight founders from Drenthe, but many of us didn't know each other well. That might have something to do with how we are here in the north: we don't shout things from the rooftops; we're all a bit down-to-earth."
It's precisely from such a meeting that something beautiful can emerge. "We've suddenly established a lot of contact with one of the parties from the dinner. They're a company that also does some really cool things, and I immediately thought: I think we can do something together that could have a huge impact."
Big partners, big ambitions
Bypoint's growth is also evident in the partnerships they've forged. "We're working with the ANWB (Royal Dutch Touring Club) and are in advanced discussions with insurers." A pilot program will begin in April 2025, incorporating Bypoint's track-and-trace system into insurance products. "I'm very proud of that, and it proves once again that we're moving in the right direction."
International progress has also been made. "We have about 15 affiliated stores in Germany as a pilot program and have signed a contract with a Dutch wholesaler that also operates in Belgium. We will implement this in April 2025. Bicycle mobility is changing throughout Europe, so we definitely see opportunities there."
Personal growth
For Joris, who started Bypoint during his studies, entrepreneurship is a personal journey of discovery. “I’ve learned to be more patient. In the beginning, I could get incredibly worked up when things went wrong. Now I’m better at putting things into perspective. I’m someone who tries to keep a lot of things under control, but sometimes you can’t. If something external isn’t right, no matter how hard you try, sometimes it just doesn’t work out. You have to learn to accept that, otherwise you won’t be able to keep going.”
The future
The goal is clear for Joris: "That we're truly seen as a safety brand. That when people think of bicycle safety, they think of Bypoint. Not just in the Netherlands, but ultimately throughout Europe as well."
With four new products in development, innovation remains central. "We're intensively testing sensor technology to address this as broadly as possible. We want to continue to differentiate ourselves with products that are just a little bit different from what's already on the market."
His advice to aspiring entrepreneurs is clear: “Initially, just do it. You hear a lot about making plans, but I'm like, you just have to get started. You can't define everything upfront. Go out there, test it, and put it to the test. Once you've accepted that safe job, it's very difficult to turn back later. So seize the opportunity while you have it.”
Interview & text by Lars Meijer
