Business Unusual

What Business Unusual does

Business Unusual (legal name: Unusual) is a privately held, founder-owned Dutch advisory and creative firm headquartered at Emmalaan 25, Amsterdam. Founded in 1994 by Paulus Emden Huitema as an advertising agency, the company progressively narrowed its focus and in 2008 co-founded the Identity Matching Academy (IMA) with Ellen Honig, making the development of "well-being and prosperity" strategies its core business. By 2023 the firm completed a strategic transformation from a traditional agency into an exclusive, members-only business club serving directieleden (executives) and DGA's (director-major-shareholders) in the Netherlands.

The firm's core product is the membership-based business club, which provides three scheduled on-location conversations per year, ad-hoc sparring, second opinions, research scans, and network introductions, underpinned by the proprietary Identity Matching Method — a philosophy and methodology that replaces conventional target-group segmentation with identity-based matching. Layered on top are three supporting offerings: (1) Unusual Creativity, a project-based creative service covering branding, logos, typography, advertising, websites, and event design; (2) the Unusual Network, a curated informal-professional network of clients and suppliers built since 1994; and (3) bespoke IP such as the Unusual Gooiland typeface. Identity Matching is also disseminated via the IMA sub-brand (ima.amsterdam) for research, concept development, and knowledge transfer.

Business Unusual operates on a hybrid revenue model combining an annual subscription (membership fees, with intake costs negotiable) and separately quoted project fees for creative work beyond the membership scope. The firm is bootstrapped with no disclosed investors, runs a lean team of approximately six people, and is led by founder Paulus Emden Huitema with co-founder Ellen Honig (IMA) and contributing designer Julius Huitema. Distribution is exclusively domestic (Netherlands) and delivered via direct, relationship-led sales with no public pricing or named enterprise logos disclosed.

Name

Business Unusual

Legal name

Unusual

Website

https://unusual.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Business Unusual is a privately held, founder-owned Dutch firm that runs an exclusive members-only business club for executives and DGA's, providing personal advisory conversations and the proprietary Identity Matching Method, supplemented by project-based creative services and a curated professional network.

Ownership category

akta.pro rank

Product category

Executive Advisory Services

NAICS

Professional, Scientific, and Technical Services (541)

SIC

Services-Membership Organizations (8600), Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Founder/Entrepreneur & Family Business Executive Coaching (EDABANAM)

akta.pro secondary industries

Integrated Full-Service Creative Agencies (MPAAAAAA), Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Executive business club
• Strategic advisory services
• Identity matching methodology
• Creative branding services
• Entrepreneur networking

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Business Club Membership: Annual membership for directieleden and DGA's providing 3 scheduled conversations per year, personal member-only login, access to additional services including sparring, ad hoc advice, second opinions, research scans and network access. Additional services beyond membership are charged separately.
2. Creative Services: Creative work including branding, logos, typography, corporate identity, billboards, posters, advertisements, commercials, magazines, events, showrooms, stands, websites, and toolboxes. These are projects that don't fit IMA's core business but the team enjoys doing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Business Unusual runs an exclusive business club for Dutch executives (directieleden) and director-major shareholders (DGA's), delivering strategic advisory through three scheduled on-location conversations per year, plus member-only access to sparring, ad hoc advice, second opinions, research scans, and a curated professional network. Alongside the club, it offers creative design services (Unusual Creativity) and the Identity Matching methodology (via Identity Matching Academy / IMA) for brand identity and marketing strategy development.

Product overview

Business Unusual is a business club for entrepreneurs and directieleden/DGA's, offering strategic advisory services through personal consultations, networking opportunities, and the proprietary Identity Matching methodology developed through the Identity Matching Academy (IMA) since 2008. Prior to 2008, the company operated as a traditional advertising agency (since 1994) providing creative services under 'Unusual Creativity' including logos, typography, branding, and digital/print materials. The portfolio includes the custom typeface 'Unusual Gooiland' developed for Grand Hotel Gooiland. The company connects members with professionals through its 'Unusual Network' for collaborative projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Unusual Business Club Membership Annual subscription business club for Dutch executives (directieleden) and director-major shareholders (DGA's), providing three scheduled on-location personal conversations per year, member-only portal access, and the ability to purchase additional services (sparring, ad hoc advice, second opinions, research scans, network introductions) on a separately quoted basis.
• Identity Matching Academy (IMA) Academy/research entity that develops and disseminates the Identity Matching Method, a marketing and brand strategy framework grounded in authenticity-based identity matching rather than traditional target-group segmentation. Combines research with concept development and knowledge transfer, enabling clients to perform their own strategy and promotion.
• Unusual Creativity Project-based creative design services including logos, typography, corporate identity, billboards, posters, advertisements, commercials, magazines, events, showrooms, stands, websites, and toolboxes. Offered to clients whose projects do not fit IMA's core business but which the team finds rewarding.
• Unusual Network Network of clients and suppliers built over decades, connecting entrepreneurs and executives with specialists for brainstorming, ideation, presentations, production, and distribution services.
• Unusual Gooiland (custom typeface) Custom typeface Unusual Gooiland, originally designed by architect Jan Duiker in 1936 for Grand Hotel Gooiland and re-developed by Julius and Paulus Emden Huitema. Available in thin, regular, bold, and outline variants for use in branding and corporate identity work.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Identity Matching Academy (IMA)coreStrategic or Co-development PartnerSince 2008, IMA has been the core business of Business Unusual's founder Paulus Emden Huitema, developed in collaboration with Ellen Honig. IMA combines research with concept development and knowledge transfer, allowing clients to do their own development and promotion.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Renaissance Executive Forums: Peer advisory groups for business owners and CEOs facilitated by experienced executives. Comparable to Business Unusual's executive peer-group model, with similar focus on confidential discussion and strategic advice for owner-operators.
• Vistage: Global peer-advisory and executive coaching organization that groups CEOs and business owners into monthly advisory groups complemented by one-to-one coaching. Directly comparable to Business Unusual's business-club model for directieleden and DGA's, but at much larger scale and with international footprint.
• YPO (Young Presidents' Organization): Invitation-only global community for CEOs and presidents offering peer groups, forums, and personal advisory. Comparable to Business Unusual's exclusive intake-based membership for executives and DGA's, but with a much larger international network.
• Entrepreneurs' Organization (EO): Global peer-to-peer network for entrepreneurs offering member-only events, forums, and learning experiences. Highly comparable to Business Unusual's business club model and 'Unusual Network' approach, with a similar emphasis on safe spaces for entrepreneurs to share challenges.
• Strategic Coach: Coaching program for entrepreneurs and founders with structured workshops and quarterly sessions. Comparable to Business Unusual's membership-based recurring advisory model for executives, with a strong proprietary methodology and premium positioning.
• The Alternative Board (TAB): Peer advisory boards for SME owners and managing directors, facilitated by experienced chairs. Directly comparable to Business Unusual's recurring advisory format for DGA's, with monthly meetings and sparring on business challenges.
• Tiger 21: Peer-learning community for high-net-worth investors and entrepreneurs organized into closed groups. Comparable to Business Unusual's premium, intimate, intake-based format for senior executives and DGAs, though focused on wealth preservation alongside business advice.

Broad incumbents

• MT/Sprout: Leading Dutch business media platform for entrepreneurs and executives, with premium membership community offering content, networking, and events. Comparable to Business Unusual's content-led approach and executive community positioning, though at greater scale and reach.

Regional players

• DGA-instinct: Dutch advisory community and platform specifically targeting DGA's (director-major-shareholders) with peer groups and advisory content. Directly comparable to Business Unusual's exclusive Dutch DGA-targeted business club and peer-network model.
• Sparringpartners Nederland: Dutch executive sparring and peer advisory network for entrepreneurs and directors. Comparable to Business Unusual's business club concept and its focus on ad hoc advice, second opinions, and sparring sessions for Dutch executives.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/business-unusual
• Instagraminstagram.com/unusual.nl

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 Business Unusual