Shine Online

What Shine Online does

Shine Online is a Dutch sole proprietorship founded in 2016 by Brendy Batenburg and based in Zeist, Netherlands. The company delivers LinkedIn-focused training, coaching, and content products aimed at individual professionals, freelancers, and small businesses seeking to improve their LinkedIn presence and career positioning. The core offering spans a low-ticket e-book (€35), structured hackathon sessions for freelancers (€225–€249), higher-priced 1:1 career coaching (€475–€695), and in-company training programs aimed at corporate L&D buyers.

The business is built on the founder's personal brand, cultivated over more than a decade on LinkedIn and amplified by a 10,000+ follower profile, a 6,000+ subscriber newsletter, mainstream media coverage (NU.nl, Quote, ABN AMRO), and a 2020 Yahoo Finance Top 10 LinkedIn Influencer recognition in the Netherlands. Customer evidence includes 500+ e-book users and 55+ public LinkedIn reviews. A 2024 partnership with Vertellis extends distribution into corporate training contexts.

The business model is a single-operator services and digital-products business with no external funding and no disclosed revenue. Distribution is direct-to-consumer via owned LinkedIn and newsletter channels. The product surface is inherently geography-agnostic and digitally delivered, though actual scaling beyond the founder's personal capacity is not evident. There is no technology platform, no AI tooling, and no team beyond the founder.

Name

Shine Online

Legal name

Shine Online

Website

https://shineonline.today

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Shine Online is a Dutch sole proprietorship that sells LinkedIn training, career coaching (€475–€695), freelance hackathons, and e-books (€35) to individual professionals, freelancers, and corporate clients, built on the founder's personal brand and 10k+ LinkedIn following.

Ownership category

akta.pro rank

Product category

Professional Training and Coaching

NAICS

Educational Support Services (61171), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYBPACAOAH

Resume, LinkedIn & Personal Branding Services (Transition-Focused)

Business & Public Services/HR, Staffing & Recruitment Services/Outplacement, Career Transition & Workforce Redeployment

SECONDARYEDAAAKAB

Resume & Professional Branding (CV, LinkedIn, Portfolio)

Education/Adult & Continuing Education/Career Readiness & Employability Skills (Resume, Interview, Workplace Skills)

SECONDARYBPACANAB

Technical & Digital Skills Training

Business & Public Services/HR, Staffing & Recruitment Services/Training, Learning & Development Services

Keywords

• LinkedIn training
• Career coaching
• Freelance coaching
• Social media marketing
• Professional development

Headquarters

HQ city

Zeist

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Career Coaching Sessions: 1-on-1 personalized career coaching via Zoom or WhatsApp. Short trajectory (4 sessions) or standard trajectory (6 sessions). Delivered personally by founder Brendy Batenburg.
2. Group Training Events: Live online Freelance Hackathon sessions (group workshops) and replay access. One-time purchase model per event.
3. E-books and Digital Products: Digital e-books sold directly through the website (PlugandPay checkout). Two e-books available: 'Geheime LinkedIn Gids voor Freelancers' and 'Jouw Profiel Af!' at €35 each.
4. In-company Training: Custom LinkedIn training for teams at companies and organizations, delivered online or hybrid.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Shine Online delivers LinkedIn marketing training, career coaching, and digital learning products to individual freelancers, self-employed professionals, and small teams. Core offerings include live and online LinkedIn masterclasses, the Freelance & Interim Hackathon group workshop, in-company LinkedIn training, 1-on-1 customized LinkedIn courses, a 4- or 6-session career coaching trajectory, two downloadable e-books, and a monthly LinkedIn newsletter. All services are delivered personally by founder Brendy Batenburg via Zoom, WhatsApp, and the company's website.

Product overview

Shine Online is a LinkedIn-focused training and coaching business built around a portfolio of interconnected products and services. The core offering consists of LinkedIn training (masterclasses, incompany training, strategic advice, and custom 1-on-1 courses) and the Freelance & Interim Hackathon — a group-based live training event that teaches freelancers how to find assignments on LinkedIn. These are complemented by two downloadable e-books ('Geheime LinkedIn Gids voor Freelancers' and 'Jouw Profiel Af!') that serve as self-study entry-level products, and a monthly LinkedIn newsletter called the 'Geheime Freelance Klussenlijst' with 6,000+ subscribers. A separate but related service line is the Career Coaching Traject — a 1-on-1 coaching program for professionals seeking career direction or location-independent work, offered alongside the LinkedIn training products.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 500+ freelancers have successfully used the e-book to find assignments
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Grit AcademyminorGTM or Marketing PartnerEducational partner offering LinkedIn training programs. Grit Academy logo appears in the clients & partners section of the Shine Online website.
• ADWISE AcademyminorGTM or Marketing PartnerMarketing academy partner. Currently active partner mentioned on the About page for external training engagements.
• Wageningen URminorGTM or Marketing PartnerUniversity and research institution. Client and partner for LinkedIn training services.
• KNOVminorGTM or Marketing PartnerProfessional association client. KNOV logo appears in the clients & partners section.
• SaxionminorGTM or Marketing PartnerUniversity of applied sciences. Client from training history.

Scale indicators5 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Lara Acosta: UK-based LinkedIn strategist and personal-brand coach for entrepreneurs and senior professionals. Comparable on coaching model, target buyer, and platform specialization; differs in geography.
• Kaj van den Eijnde: Dutch LinkedIn marketing trainer and strategist offering live training, masterclasses, and personal-branding services for entrepreneurs and professionals. Direct match on niche, geography, and delivery format.
• Janne Tötterman: Founder of 'LinkedIntoWin' and Nordic-region LinkedIn trainer/coach offering 1-on-1 coaching, courses, and programs for professionals and companies. Highly comparable in service mix (coaching + courses) and platform specialization.
• Esther van den Heuvel: Dutch LinkedIn trainer offering workshops, training, and personal branding services. Overlaps with Shine Online's freelancer/ZZP segment, in-company training channel, and Dutch focus.
• Boukje Cazemier: Dutch LinkedIn trainer and personal-brand coach serving freelancers and professionals in the Netherlands. Directly comparable to Shine Online in target audience (Dutch ZZP'ers), modality (1-on-1 coaching and workshops), and LinkedIn content focus.

Broad incumbents

• CoachHub: Enterprise digital coaching platform offering 1-on-1 career and leadership coaching globally. Comparable in career-coaching deliverable but with technology platform and B2B enterprise focus that Shine Online does not match.
• BetterUp: Global career and leadership coaching platform serving individuals and enterprises. Overlaps with Shine Online's career-coaching trajectory but operates at vastly larger scale with technology-enabled delivery.
• Schouten & Nelissen: Large Dutch training provider with broad professional and management development programs including career coaching, leadership training, and personal-brand courses. Comparable career-coaching overlap but much broader portfolio and scale.

Regional players

• ADWISE Academy: Dutch digital-marketing academy offering training programs including LinkedIn training through partner relationships; described in Shine Online data as an active training partner. Comparable on Netherlands-based digital/LinkedIn education.

Emerging players

• Brianna Doe (Scale With Social): Online social-media and LinkedIn marketing educator offering courses and coaching to entrepreneurs. Comparable on social-platform marketing training and digital product delivery but broader channel focus than Shine Online.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/shineonline

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Shine Online