Theater A la Carte

What Theater A la Carte does

Theater A la Carte is a Dutch performing arts company founded in 1993 by Welmoed de Graaf and headquartered in Bunnik (near Utrecht), Netherlands. It creates custom theatrical productions and supplies professional training actors to healthcare institutions, welfare organizations, (semi-)government bodies, and corporate clients across the Netherlands. Its work spans four service lines: bespoke theatrical productions tailored to client themes (e.g., new core values, reorganization communication, sensitive topics such as patient care, sexuality, and aggression), a catalogue of fixed productions that can be booked across multiple organizations (e.g., Dromen Vangen, Kleine stapjes verder, Kriebels in je Buik), training-actor services for corporate and healthcare training programs delivered in-person or online, and custom filmed scenes for webinars and online events produced in collaboration with Springtij Film.

The business operates on a project-based professional services model with per-performance pricing (ranging from approximately €900 to €2,400 per performance depending on format and quantity) and a consultative sales process beginning with a free orientation meeting. The company draws on a vetted pool of around ten professional actors, several of whom have collaborated for more than a decade, rather than maintaining a large internal organization. In 2021 it established a sister company, Groeizaam Trainingen, to extend into training and coaching services; the two entities cross-refer clients. Healthcare and welfare form the dominant vertical, with notable institutional clients including Buurtzorg Nederland, Reinaerde, Markenheem, Achmea, Zilveren Kruis, Rabobank, NS Internationaal, Santeon, NVZ, and V&VN, alongside government engagements with the Ministry of VWS, IGZ, Belastingdienst, and Gemeente Delft. The company is privately held, operates solely within the Netherlands, and has no external funding or parent organization.

Name

Theater A la Carte

Legal name

Theater A la Carte

Website

https://theateralacarte.nl

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Theater A la Carte is a Dutch performing arts company founded in 1993 that creates custom theatrical productions and supplies professional training actors to healthcare, welfare, government, and corporate clients across the Netherlands, with complementary online and filmed content offerings.

Ownership category

akta.pro rank

Product category

Performing Arts Services

NAICS

Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

akta.pro secondary industry

Touring & Production Services (Staging, Lighting, Sound, Video) (MPAIAFAF)

Keywords

• Interactive theater productions
• Training actor services
• Corporate theater performances
• Healthcare theater services
• Applied theater communication

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Theatrical Productions: The company creates bespoke theater performances tailored to client organizations' specific themes, events, and objectives. Performances are booked for conferences, congresses, staff days, and kick-off events, priced per performance or per day with multiple shows.
2. Training Actors Services: Professional actors are provided for corporate training sessions covering communication, patient care, conflict management, and other interpersonal skills. Services available both in-person and online.
3. Custom Video Content: The company writes and produces filmed theatrical scenes for webinars and online meetings, collaborating with Springtij Film for production and post-production. B2B2C model serving client communication needs.
4. Online Training Actor Sessions: One-on-one and group online sessions with training actors, enabling safe practice of difficult conversations and communication scenarios via video conferencing platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Theater A la Carte creates custom interactive theatrical productions and supplies professional training actors for healthcare institutions, welfare organizations, (semi-)government bodies and corporate clients in the Netherlands. Productions are written, rehearsed and performed on the client's site around themes such as positive health, core values, organizational change, customer-friendliness and difficult conversations. In addition, the company delivers online training-actor sessions and produces custom filmed theatrical scenes (with partner Springtij Film) for use in webinars and online meetings.

Differentiator

Problem solved

Functional benefit

Products and services

• Theater op maat (Custom theatrical productions) Bespoke theatrical productions written, researched and performed for a specific client organization's theme, event or change initiative; performed on the client's site with a guided dialogue component led by a Theater A la Carte conversation leader. Targeted at healthcare, welfare, government and corporate clients.
• Vaste voorstellingen zorg (Fixed healthcare productions) Reusable, bookable theater productions on healthcare and welfare themes (e.g., positive health, sexuality, incontinence care, dementia, family communication), performed for healthcare and welfare audiences across the Netherlands.
• Dromen Vangen Fixed theatrical production about positive health for professionals in care, welfare, sport, education, civil servants, residents and other stakeholders. 90-minute single performance for up to 120 attendees; priced at €1,850 per performance (excl. travel and VAT).
• Kleine stapjes verder Fixed theatrical production about positive health, originally co-commissioned for IPSO oncology center Viore and now bookable by all IPSO centers and other interested institutions. 90-minute single performance for up to 120 attendees; priced at €1,850 per performance (excl. travel and VAT, price as of May 2024).
• Ze zijn zo dankbaar! Fixed theatrical production about client treatment in elderly care, offered as one or two performances per day on one day at one location; priced at €1,650 for one performance or €2,400 for two performances (excl. travel and VAT, price as of September 2022).
• Er was eens... Fixed theatrical production for primary school children about friendship, being yourself, saying no and healthy relationships, originally commissioned for the Week van de Lentekriebels. 50-minute performances offered as one, two or three per day on one day at one location; priced at €900 / €1,350 / €1,800 for one, two or three performances respectively (excl. travel and VAT, price as of May 2023).
• Kriebels in je Buik Fixed theatrical production about sexuality and intimate relationships for people with intellectual disabilities; offered as one, two or three performances per day, priced at €1,200 / €1,600 / €2,000 (excl. travel and VAT, price as of September 2022).
• Trainingsacteurs (Training actors) Provision of experienced professional training actors to support trainers and learning programs in healthcare, welfare, government and corporate organizations. Training actors play realistic roles so participants can practice difficult conversations, communication, conflict management, patient interaction and other interpersonal skills, available in-person and online.
• Online training-actor sessions One-on-one and group online sessions with training actors delivered via video conferencing, enabling safe practice of difficult conversations, communication scenarios and other interpersonal skills without travel.
• Custom filmed theatrical scenes for webinars and online events Custom-written and performed theatrical scenes filmed for use in webinars, online meetings, intranet and corporate websites; produced in collaboration with Springtij Film, which handles camera work and post-production. Targeted at client communication needs for healthcare, welfare, government and corporate buyers.
• Dagvoorzitters en interviewers (Day chairs and interviewers) Provision of experienced day chairs and interviewers (including Welmoed de Graaf) for conferences, congresses and corporate events, often combined with theatrical scenes as a through-line in the program.

Quantifiable outcome

• Dromen Vangen was performed 8 times for over 1,000 people as part of the 'Gezondheid werkt' campaign
• +2 more outcomes

Named customers105 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Springtij FilmcoreTechnology or IntegrationTheater A la Carte collaborates with Springtij Film for the production of custom filmed scenes for webinars and online meetings. Springtij Film handles camera work and montage, while Theater A la Carte writes and acts out the theatrical content. This partnership enables the creation of professional video content that combines theatrical energy with film quality.
• Groeizaam TrainingencoreStrategic or Co-development PartnerGroeizaam Trainingen is the sister company of Theater A la Carte, operated by Welmoed de Graaf. It offers training and coaching services, including a three-day training program for people with presentation anxiety. Theater A la Carte refers clients seeking training or coaching to Groeizaam Trainingen, while Groeizaam refers clients needing theatrical or training actor services to Theater A la Carte.
• ProscoopminorStrategic or Co-development PartnerProscoop (regional advisory organization for good care and health in Northeast Netherlands) originally commissioned the Dromen Vangen production as the closing event of the 'Gezondheid werkt' campaign. The production was performed 8 times for approximately 1,000 people and has since been made available as a fixed production for other organizations to book.
• VioreminorStrategic or Co-development PartnerViore (IPSO center in Hilversum, one of 81 IPSO centers for cancer patients and relatives) co-commissioned the Kleine stapjes verder production about positive health with support from IPSO. The production is now available to all IPSO centers and other interested institutions.
• IPSOminorStrategic or Co-development PartnerIPSO (organization of 81 centers for people with cancer and their relatives) co-supported the Kleine stapjes verder production made for Viore, enabling the production to be bookable across all IPSO centers.
• Buurtzorg NederlandminorStrategic or Co-development PartnerBuurtzorg Nederland (home care organization) co-commissioned a production about the social approach with De Buurt als Ecosysteem, to be performed for professionals and residents of pilot neighborhoods.
• De Buurt als EcosysteemminorStrategic or Co-development PartnerDe Buurt als Ecosysteem (community ecosystem initiative) co-commissioned a production about the social approach with Buurtzorg Nederland, to be performed for professionals and residents of pilot neighborhoods.
• ReinaerdeminorStrategic or Co-development PartnerReinaerde (care and support organization for people with intellectual disabilities) commissioned a production about positive health to be performed monthly during the onboarding of new employees.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Second City: Iconic US improv theater with a substantial corporate-communications, training, and applied-theater division. Closest international analog for combining live theatrical performance with B2B organizational communication, at significantly larger scale.
• Het Nationale Theater: Largest subsidized theater company in the Netherlands, producing both classical and contemporary work in The Hague and Rotterdam. While primarily an artistic producing company rather than a B2B applied-theater firm, it shares the producing-theater operating model and occasionally engages in educational and corporate-facing programming, making it a relevant broader incumbent benchmark.
• Boom Chicago: Amsterdam-based improv comedy theater that combines live entertainment with corporate teambuilding, training, and custom programming. Highly comparable B2B applied-theater / corporate-performance business model, differentiated by improv format and larger scale.
• Theater Artemis: Dutch family/youth theater company producing original contemporary performances. Comparable producing/performance operating model with similar scale, focused on young-audience programming rather than B2B applied theater.
• Toneelgroep Oostpool: Regional Dutch producing-theater company based in Arnhem with a comparable producing/performance model and similar scale of operations; relevant broader-incumbent benchmark in Dutch subsidized theater.
• De Toneelmakerij: Dutch subsidized theater company producing original contemporary performances, including for younger audiences. Comparable producing-theater operating structure at broader scope; relevant Dutch incumbent benchmark.
• International Theater Amsterdam: Premier Dutch theater company (formerly Toneelgroep Amsterdam) producing internationally acclaimed contemporary theater. Comparable as a producing-theater organization at much larger scale, but with a primarily artistic rather than B2B applied-theater mandate.

Regional players

• Tryater: Frisian-language regional theater company based in Leeuwarden. Comparable regional producing-theater operating model in the Netherlands, focused on a distinct linguistic/geographic market.
• Toneelgroep Maastricht: Regional producing-theater company based in Maastricht with comparable producing-performance structure and similar scale, but operating in a different Dutch region than Theater A la Carte's Utrecht-centered footprint.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheaterAlaCarte
• LinkedInlinkedin.com/company/theater-a-la-carte

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Theater A la Carte