Each episode features honest conversations with founders, operators, and investors across the Netherlands. The focus is not on polished success stories. It is on what founders are learning while they are still building. Fundraising struggles, product mistakes, hiring challenges, pivots, and the small decisions that compound over time.

The goal is simple: create a platform where founders can share what they are figuring out so others can learn faster.

StartingUP highlights startups emerging from the Dutch ecosystem. Amsterdam, Delft, Eindhoven, Utrecht, and beyond. From first-time founders to repeat builders, the conversations explore how companies actually get started, what breaks along the way, and what it takes to keep going.

This is a podcast by founders, for founders. Real conversations about building companies from zero. No hindsight bias. Just the process of starting up.