.nl in the spotlight: feeddokter.nl

"Think your business concept through carefully, and don't cut corners"

Magnet that attracts human figures

Businesses account for the majority of new .nls registered with SIDN. And, behind every business registration, there's a story. Like the story of product feed specialist Timo Fleer and his business Feed Dokter. "A feed is a structured file listing all the products available in a webshop and their features," Timo explains. He tells us about his passion for enterprise and the importance of a carefully crafted business concept.

How did Feed Dokter come about?

Portrait Photo of Timo Fleer, owner of Feed Dokter
Timo Fleer, registered feeddokter.nl

"Around 10 years ago, I joined an online marketing agency that specialised in building webshops and handling their online marketing. At the agency, I ran loads of campaigns and built up a great deal of technical know-how. I really wanted to put my knowledge to use more widely, and help even more people. So, in October 2022, I took the plunge and went into business for myself. I set up a company called SoGrow, staffed by a team of top-rate people with training in the marketing sector. Feed Dokter is one of the labels used by SoGrow for feed marketing activities."

What is feed marketing, exactly?

"A product feed includes the name, description and price of each item, plus any pictures and additional info provided. The data in the feed can be automatically forwarded to external platforms, such as Amazon, Google Shopping and TikTok. However, for that to work smoothly, your feed has to be just right, because every platform has its own product feed requirements. Failure to optimise often leads to problems. Many webshop proprietors miss out on trade because of errors with the stock data or prices included in their feeds, for example. Feed Dokter identifies and rectifies feed errors to boost feed quality."

What motivates you?

"When you know the ins and outs, it's often possible to use a few tricks of the trade to achieve impressive results. The work I do is therefore very valuable to my clients. It also brings me into contact with a wide range of businesses, and enables me to see from the inside how they operate. So I'm able to learn a lot about their other marketing activities. All of which helps me with my aim of making as many contacts as possible and building up a valuable network."

Have you always wanted to go into business?

"I've known that I wanted to be an entrepreneur since I was at school. However, I decided that it was best to first get an ordinary job, and discover what the world of work is like. Spending some years at an online marketing agency enabled me to do that and to gain a lot of experience. Feed Dokter has only just got started; the website has only been live for a couple of months. But, so far, I'm really enjoying having my own business. It's already allowing me to deliver so much more added value than I could in a nine-to-five job."

How important is online visibility for you?

"Very. In the online world, it's much easier to operate a niche service, as I've done with Feed Dokter, for example. The way I've set up my website means people can see exactly what services I do and don't provide. Another advantage is that, by using the right tools, I can monitor the kinds of business that visit my website. That helps me to tailor my marketing activities and generate more leads."

How did you come up with your domain name?

"People used to call me 'the professor', because I spent so much time studying whatever I was working on. That gave me the idea of profiling myself as like a doctor. A doctor often has to do examinations and tests to find out what's wrong. Just as I do at Feed Dokter. People turn to Feed Dokter when they've got a problem. I then have to find out exactly what the cause is. Sometimes that's a quick and easy process. And sometimes I have to do all sorts of tests. So the work I do is very varied."

What advice do you have for other new entrepreneurs?

"In order to build the Feed Dokter website, I was obliged to think my business concept through very carefully, and get it all down on paper. I deliberately asked myself, how can I resolve my clients' problems most quickly and easily? And what impression do I want to make with my website? That taught me a lot about my own approach; it really got me thinking. My tip to other people just starting out in business is therefore think your business concept through carefully, and don't cut corners. You'll make things much easier for yourself that way."