Perseverance and optimism, according to Pieter Schoen, are the key traits of a successful entrepreneur and investor. At the Marktlink Capital Investor Day, he shared his story.
Are entrepreneurs born or raised? The answer likely lies somewhere in between, but in Pieter Schoen’s case, his entrepreneurial spirit was sparked at an early age. Since he didn’t receive pocket money, he started earning early. Delivering newspapers and washing cars were just the beginning. He quickly learned he could scale by hiring classmates while focusing on sales.
He also explored small business opportunities, such as importing branded clothing and selling trendy items to classmates. Even then, the foundations of entrepreneurship were clear.
Although studying wasn’t an obvious path, Schoen pursued Business Administration at Erasmus University. His first real success followed with the Career Choice Book. Together with Harald Swinkels, he created a guide featuring insights from successful professionals. The book became a major success, selling 300,000 copies and generating €750,000 in its first year.
Internet's Wild West
After this success, Schoen saw the publishing industry changing rapidly. In the late ‘90s, the internet opened new opportunities. Together with his partner, he developed a virtual job fair on CD-ROM, allowing companies to present themselves digitally.
The concept worked: companies paid for digital exposure, and candidates were matched automatically. Growth followed quickly, with €10 million in funding, expansion to six countries and rapid hiring.
But during the dot-com boom, valuations soared unrealistically. Schoen declined multiple offers, believing in further growth. When the bubble burst, the company collapsed and was eventually sold for a fraction of earlier valuations.
Optimist till the very end
Many entrepreneurs would have stopped after such a setback. Not Schoen. He describes himself as an “optimist till the end” and believes every failure is the start of something new. One of his well-known quotes: entrepreneurs need to “develop a steel chin from falling.”
His next major success came in the liberalized energy market with the Nederlandse Energiemaatschappij (NEM). Through bold marketing and competitive pricing, the company quickly grew.
Despite controversy and criticism, the business thrived. Eventually, Schoen exited the company for a substantial amount, reportedly between €200 and €300 million.
Retirement was never an option. Instead, he transitioned into investing.
Today, Schoen runs his family office, Shoe Investments, focusing on direct investments, fund investments, real estate and listed equities.
From software to cool glasses
Schoen invests directly in scale-ups with tickets between €2 and €10 million. His portfolio ranges from software companies to niche businesses like biodegradable coffins and eyewear brands.
He also invests in funds via Marktlink Capital. This provides diversification and access to top-tier private equity managers such as CVC, Egeria and Main Capital.
As Schoen puts it: “Money should sweat.” Fund investments complement his direct investments effectively.
What’s next?
Schoen aims to reach €1 billion in assets under management by 2032. He focuses on building strong teams and aligning incentives across the organisation.
His philosophy is captured in the phrase “No hassle, get rich together.” Every employee shares in the company’s success, creating a strong culture of ownership.
Even at home, entrepreneurship is encouraged. Instead of giving pocket money, Schoen matches what his children earn, sometimes leading to surprisingly creative business ideas.
This article was originally published in the Marktlink Capital Magazine. You can read the full magazine here.
