NEXT

What NEXT does

NEXT Amsterdam is a boutique innovation agency founded in 2013 by Esther Gons and Timan Rebel, headquartered in Amsterdam, Netherlands. Operating with 1-10 employees, the firm helps large corporates build new business models through a Lean Innovation methodology, with a publicly disclosed client roster that includes DHL, Sony, ABN AMRO, Schiphol Group, and Enpuls across logistics, electronics, banking, aviation, and energy sectors. Engagement models span consulting, embedded programs, training, and software delivery to enterprise innovation functions.

The product surface combines software, training, and published IP. GroundControl is the core software platform supporting corporate innovation programs, complemented by NEXT Canvas as a structured engagement tool. The firm sells a Lean Innovation Training Course and has authored multiple books, including The Corporate Startup (2018 Management Book of the Year), Innovation Accounting, and Open Innovation Works (2019 Golden Axiom Business Award winner). Distribution is anchored by a public content library of more than 100 blog posts and 30+ playbooks that function as a top-of-funnel channel for enterprise sales.

Revenue mechanics combine consulting/agency fees, GroundControl software subscriptions, training course revenue, and book royalties. The firm has begun positioning itself as AI-native, maintaining an internal wiki built with OpenAI Codex and experimenting with the "Hey, Astra!" AI agent on the OpenClaw platform. No external funding rounds have been disclosed, indicating the business has been grown organically since inception.

Name

NEXT

Legal name

NEXT Amsterdam

Website

https://next.amsterdam

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

NEXT Amsterdam is a boutique innovation agency founded in 2013 that helps large corporates build new business models via Lean Innovation methodology, supported by its GroundControl software platform, training courses, and award-winning books.

Ownership category

akta.pro rank

Product category

Corporate Innovation Consulting

NAICS

Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Innovation Leadership & Leading Growth (EDABAAAO)

akta.pro secondary industry

Lean Management & Continuous Improvement (Kaizen) (EDABAKAA)

Keywords

• Corporate innovation consulting
• Lean startup methodology
• Business model validation
• Innovation accounting software
• Corporate startup coaching

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Innovation Consulting & Coaching: Direct consulting engagements and coaching services for corporate innovation teams and startup teams, helping them validate business models and apply Lean Innovation methodology.
2. Lean Innovation Training Course: Training course that teaches (corporate) startups an evidence-driven approach to Lean Innovation. Offered with early-bird access and team training options.
3. GroundControl Software Subscription: Software platform subscription for operationalizing innovation methodology, with features for experiment tracking, innovation accounting, and business model validation.
4. Book Sales: Sale of published books including 'The Corporate Startup', 'Innovation Accounting', and 'Open Innovation Works' authored by Esther Gons.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

NEXT Amsterdam is a private innovation agency that helps corporate startups and intrapreneurs search for, validate, and scale new business models using their Lean Innovation methodology and NEXT Canvas framework. They deliver this through direct consulting and coaching engagements with corporate clients (DHL, Sony, ABN AMRO, Schiphol Group, Enpuls), a subscription software platform called GroundControl that operationalizes the methodology, a Lean Innovation training course, and three published books (The Corporate Startup, Innovation Accounting, Open Innovation Works).

Product overview

NEXT Amsterdam is an innovation agency offering a unified methodology platform for corporate startups. The core offerings include GroundControl (software), the NEXT Canvas (visual framework), and training courses—all based on Lean Innovation principles. Supporting these are books ('The Corporate Startup', 'Innovation Accounting') and an AI-powered venture ('Hey, Astra!'). The ecosystem connects frameworks, coaching, and software to help companies de-risk their search for new business models.

Differentiator

Problem solved

Functional benefit

Brands

• GroundControl: Software platform that operationalizes the NEXT Canvas innovation methodology, helping (corporate) startups de-risk their search for new business models
• The NEXT Canvas
• The Corporate Startup
• Lean Innovation Training Course

Products and services

• GroundControl Software platform that operationalizes NEXT's Lean Innovation methodology and acts as a virtual coach for corporate startups, with features for experiment tracking, innovation accounting, and business model validation.
• NEXT Canvas Visual canvas framework with four steps and eight building blocks that helps startup and corporate innovation teams decide what to validate next in their business model journey; available as a free download.
• Lean Innovation Training Course Training course that teaches an evidence-driven approach to Lean Innovation, covering business model validation, experiment design, customer discovery, and innovation accounting; available with early-bird access and team training options.
• The Corporate Startup (book) Bestselling book for corporates that want to innovate like startups, written by Esther Gons and published by NEXT Amsterdam.
• Innovation Accounting (book) Book authored by Esther Gons that introduces the organized system of principles and indicators for gathering, classifying, analyzing, and reporting data about innovation.
• Open Innovation Works (book) Book authored by Esther Gons on open innovation practices, published as part of the NEXT Amsterdam book portfolio.
• Innovation Consulting and Coaching Direct consulting and coaching engagements for corporate innovation teams and startup teams, including application of NEXT's frameworks, business model validation coaching, and technology due diligence.

Quantifiable outcome

• Reaching Problem/Solution fit usually takes around 9 months through customer interviews and solution tests
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• TEDCOminorStrategic or Co-development Partner · 27 October 2026NEXT participated as a panel judge organization in TEDCO's Entrepreneur Expo Concept Capital Pitch Competition, evaluating startup funding pitches alongside organizations like The Marathon Fund, DataTribe, and Noblis.
• DHLcoreStrategic or Co-development PartnerNEXT Amsterdam worked with DHL Start-up Lab to scale DHL Group's intrapreneurship program globally from 2019 to 2021. The engagement spanned three years and three phases, applying NEXT's frameworks and methodology to corporate innovation initiatives.
• SonycoreStrategic or Co-development PartnerNEXT Amsterdam's frameworks have been applied at Sony for corporate innovation initiatives. The company works with major corporations to implement Lean Innovation methodologies.
• ABN AMROcoreStrategic or Co-development PartnerNEXT Amsterdam's frameworks have been applied at ABN AMRO for corporate innovation initiatives through the dareinnovation.nl program.
• Schiphol GroupcoreStrategic or Co-development PartnerNEXT Amsterdam has worked with Schiphol Group on corporate innovation initiatives, applying their innovation frameworks and methodologies.
• EnpulscoreStrategic or Co-development PartnerNEXT Amsterdam has worked with Enpuls on corporate innovation initiatives, applying their innovation frameworks and methodologies.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NextAms
• YouTubeyoutube.com/channel/UC0m0l2hw-27LdjyFlHkNueQ
• LinkedInlinkedin.com/company/to-groundcontrol
• Facebookfacebook.com/next.amsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NEXT