Is your company also thinking about expanding or transforming its offering with a digital service? Do you want a better understanding of everything this entails? Then this training is perfect for you. Your instructors are experienced experts who have guided more than 400 digital companies in the past decade. Register quickly!

After 3 sessions in Dutch, this Academy is now going to be conducted in English for the first time.

"Software is eating the world", stated Marc Andreessen in 2011. An increasing number of companies are evolving towards offering software and data-based services. But how do you start? What is the impact on your business model and cash flow? What new development methods and technological knowledge do you need to have in-house? How do you build a strong relationship with the user online? What about the legal aspects such as service levels and data security?

Typical of the digital transformation is its impact on all departments and aspects of your company. This Academy teaches you the digital services basics in one day, after which you can continue to use them in your company.

This programme covers various aspects, with an extensive part ex cathedra and then a practice exercise. This exercise entails each group of 4 to 5 people working on 1 case during the day. Participants may present a case from their company.

What others have to say about this Academy:

'The "How to build a digital business" training really was an eye-opener for business owners like me - focusing for many years on service delivery and now wanting to convert part of the business to apply a product orientation supporting the scaling effect of the company.'

Vital Schreurs, CEO and founder of GIM nv

"The team behind the Academy helped us with two critical aspects of setting up a digital business. Firstly, with defining a limited Proof-of-Concept that enabled us to analyse the feasibility and relevance of the new service, and secondly by immersing our non-digital product experts in the digital mindset."

Anneleen Vens, Head of Digital Transformation Renson


9:00 am 10:30 am: Digital Business Models (Peter Verhasselt & Carine Lucas)

  • The shift from tool/product/software to a service: X-as-a-service.

  • Focus on the customer and "job-to-be-done"

  • How does digital technology provide ammunition against commoditization?

  • The most common digital business models and their features

  • We zoom in on the subscription model as one of the dominant digital business models and the valorisation engine behind the as-a-service model

Exercise: What is your job to be done? How could you apply a subscription model to your service?

10:45 am - Noon: Lean Business Development (Nick Boucart)

  • Optimise in small steps, measure, use your company as a living lab

  • Essential tools and methodologies such as Lean canvas, Minimum Viable Product (MVP)

Exercise: What could your MVP be and how could you test it?

Noon 1:00 pm: Lunch

1:00 pm 1:45 pm: The technology stack and the API-economy (Nick Boucart)

  • A digital service is not coded from scratch now but is instead made up of layers of different frameworks, products and fragments of code, together known as the "tech(nology) stack". They are combined using Application Programming Interfaces (API's). We illustrate this with examples.

  • In digital services, the "tech(nology) stack" not only provides the product functionality, but also the delivery channel and the monetisation of the activity. Value creation, delivery and capture are no longer separate activities in R&D, sales and support departments, but are all part of your digital service.

1:45 pm 3:15 pm: Income models and financial plans (Peter Verhasselt)

  • Understand the revenue and cost mechanisms in a digital service

  • Understand the most important metrics: Gross Margin, Customer Acquisition Cost, Life Time Value, Churn,

  • Simulate the working capital requirement based on various growth scenarios. We provide an Excel model for digital services for this.

3:30 pm 4:15 pm: Managing legal risks (Bert Spreuwers)

Different rules apply to providing a digital service than to the sale of a product. Legal aspects such as service level agreements, intellectual property rights and licenses, hosting location, data ownership, customer data, security and GDPR, user conditions and an exit arrangement all need to be considered. These are also largely influenced by the SLAs you've concluded with other parties in your tech stack.

4:15 pm 4:30 pm: Conclusions and possible next steps (Carine Lucas)

4:30 pm: Drinks

What will you learn?

At the end of the day you'll be able to assess the following questions:

  • What is required to build or optimise a digital service?

  • What are the most important processes, metrics and assets for digital services?

  • What is the API economy and what does it mean for the development of digital services? How does it enable attracting and serving customers in a scalable way?

  • What are the financial models behind digital services?

  • What are the potential risks and barriers and how can they be managed?


  • Peter Verhasselt, Account Manager, Sirris

  • Carine Lucas, Lead Innovation Expert, Agoria

  • Nick Boucart, Sr. Technology Advisor, Sirris

  • Bert Spreuwers, corporate lawyer, Intellectual Property Expert, Agoria

This programme was developed in collaboration with Sirris and Agoria and is part of the Business of the Future initiative. Peter Verhasselt and Nick Boucart recently published a book "Hyperscale & Microcare The digital business cookbook" on the topic of this academy. All participants of the academy will receive a copy of the book.

Who's it for?

Professionals involved with the digital transformation of their company at the level of new products and services or with the business model itself (we do not cover the digitisation of internal processes). Accessible for both non-technical and technical profiles and for companies that already have a concrete idea for expanding their digital business as well as for companies that are still in the exploratory phase.


Tuesday 4 June 2019, 09:00 - 17:00


BluePoint Brussels
A. Reyerslaan 80
1030 Brussel

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Agoria & Sirris Members: 375
Not member: 750

Agoria is erkend als dienstverlener in het kader van de Vlaamse KMO-portefeuille. Dat betekent dat wanneer u als Vlaamse kmo bij ons een betalende opleiding van min. 100 euro (excl. BTW) volgt, de Vlaamse overheid een deel van de kostprijs subsidieert. Ons erkenningsnummer is DV.O205861. Opgelet: Agoria leden kunnen enkel een beroep doen op de KMO-portefeuille als zij toegetreden lid zijn. Meer uitleg vindt u hier.

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