CLIENTS OFDirectifyCLIENTS OF Directify

Michiel Koster van Goos joined Directify in September as director of operations — an e-commerce software company that helps producers sell directly, without going through big tech platforms. "With our platform, we make it possible for vegetable growers, beer brewers and other makers, for example, to package, ship and manage their own products."

The organisation had already existed for six years, but was in a transitional phase, Michiel explains: "I trained in business administration and have almost twenty years of experience as an independent director. At Directify, I saw a great challenge. My first task was: bringing structure, getting things in order, and bringing new energy."

Sales know-how

With a background in government projects and operations, sales wasn't obvious territory for Michiel or his team. "We're a bunch of tech people, and I'm not a salesperson either. Barry turned out to be the perfect addition. It felt right from the very first conversation. They know their stuff and bring calm and energy along with it."

Barry specifically helps Directify attract mid-sized e-commerce companies — businesses processing up to 5,000 orders a month. "Together with Barry, we drew up the 2025 annual plan, with clear goals. During the Webwinkel Vakdagen trade fair, that already delivered direct results: twenty leads in two days, five of them promising. That alone earns back both the trade stand and Barry."

The collaboration with Barry feels anything but external. "With Frank from Barry, there's constant back-and-forth, as if he's on our own payroll. We look at the processes together, learn from every call, and keep improving. Frank is invested in us — and we're invested in him."

Vision for the future

For Michiel, the end goal is clear: "A healthy company, with a stable client base. And that those clients themselves earn a fairer living, without unnecessary costs or middlemen."

In that, the collaboration with Barry is more than a lead-generation service, says Michiel: "They don't just bring leads, but also experience, connections with similar companies, and strategic advice. And it works. We keep working with Barry in three-month sprints. It works really well together, because they share the same goal I do: I'm happy when I can help other people move forward, and I get satisfaction from happy clients."