.nl in the spotlight: digiborrel.nl

"The website's been a big success ever since it went live."

.nl is big, very big. The number of .nl domain names now tops six million. Most registrations are for business, with experienced entrepreneurs rolling out initiatives and newcomers taking their first steps in the world of e-commerce. Often, the trigger is the pandemic's impact on traditional trading. And, behind every registration there's a story. A story of vision and ambition. A story of exploration in the world of e-commerce. We're celebrating reaching six million by telling some of those stories. This week it's the story of Gijs-Jan Witkamp, a real estate agent who has branched out to create digiborrel.nl. His new venture offers turnkey refreshments and entertainment packages to business customers.

.nl now has 6 million registered domain names
Gijs-Jan Witkamp owner of Digiborrel.nl
Gijs-Jan Witkamp registered Digiborrel.nl (Photo: Maartje Scheers)

What prompted you to head in a new direction?

I was active in a very different line of business: real estate. One of my main focuses was the expat market, which has unfortunately collapsed since the pandemic. So earnings took a big hit. Meanwhile, my partner and I were getting married. Because of the lockdown, plans for a big gathering had to be dropped. Instead, we arranged for friends and relatives to watch the ceremony on Zoom and we sent each of our 'guests' a drinks pack so that they could all toast us online. That gave us the idea of marketing online drinks packs. And digiborrel.nl was born!

And things moved quickly from there?

"Very quickly. I already had some experience from setting up my real estate business. First step was to come up with a domain name. I toyed around with one or two ideas, but none of them were catchy enough. Then I thought of digiborrel.nl ('digi-tipple') and was amazed to discover that it was still available. After registering the name, I built the website in three days using a commercial WordPress template. The next step was to recruit a team. I quickly got a handful of students on board, and we now have twelve people involved."

So how does Digiborrel work?

"Quite a few service providers offer drinks packs, but we're taking the concept a step further. We offer a comprehensive reception package. Instead of just delivering a box of drinks, we organise entertainment, decorations and accessories. Entertainment in the form of games is a really important part of the offering. One of the games we organise is Truth or Fiction: someone tells an unlikely-sounding story and the others have to decide whether it's true. It creates a proper party atmosphere, with people exchanging anecdotes and having a laugh."

And you went ahead with the launch quite quickly?

"I improved my Adwords campaigns myself and used Yoast! to do some SEO for my site. After that, the site went live and was immediately a big success. We were soon top of the Google rankings, and we benefited from having a fairly unique offering. The combination of drinks and entertainment appealed to the business community. We immediately started getting enquiries from big companies in a wide variety of sectors. The response was really positive."

This was all on top of running your real estate business? You must have been working long hours!

"Yes, to begin with I was doing everything myself. I was at the wholesaler's at 6:30 in the morning. Then I'd do my real estate work during office hours, before processing the Digiborrel orders in the evening. But it was only for a short period. I had to get other people on board quickly, because doing it all single-handed wasn't sustainable. I'm still busy – on weekdays we send out between 500 and 1,500 drink packs a day – but I have more help now."

Is this the new normal, or do you envisage going back to how things were?

It's impossible to say. Digiborrel.nl is exciting, energising. It gives me very tangible goals and stimulates my creativity. So I'm just going to see how it goes. A lot of big companies plan to keep staff working from home for the rest of the year. After that, who knows?"

Do you have any advice for other people looking to set up an online business?

"You can mull over a plan for ages, but sometimes business is less about careful planning than about action."