About Herman Vermaak
Founder. Advisor. Entrepreneur.
Combining the perspective of someone who's built businesses from the ground up with the strategic insight of a seasoned C-suite advisor
The Journey
My journey in business consultancy is rooted in real-world experience. I've founded and built multiple companies across different sectors, and I've sat across the table from CEOs, boards, and C-suite executives advising on the strategic decisions that shape businesses.
As a serial entrepreneur, I've founded several technology and consulting ventures. Most notably, in 2012, I founded B-Cam Ltd, a technology company specializing in body-worn camera solutions for security and law enforcement. Building B-Cam from the ground up with limited resources taught me invaluable lessons about innovation under constraints, market validation, product-market fit, and the reality of scaling a hardware-focused business in a competitive market. It was a hands-on crash course in entrepreneurship—from product development to P&L management.
After successfully exiting B-Cam in 2019, I transitioned into full-time strategic advisory work, partnering with C-suite executives, boards, and multiple startups across technology, manufacturing, and services sectors. Over the years, I've advised early-stage founders, scaling ventures, and established SMEs on high-stakes strategic decisions, organizational transformation, market expansion, and innovation strategies. This experience gave me deep insight into how leadership teams navigate complexity, how to translate strategic vision into actionable plans, and how to drive commercial success at scale.
In 2018, I established StartMadeSimple to formalize my consulting practice, combining my founder experience with my C-suite advisory expertise. Through StartMadeSimple, I've worked with dozens of entrepreneurs, startup founders, and business leaders, helping them transform ideas into structured, scalable businesses—providing strategic guidance, operational frameworks, and go-to-market execution.
Most recently, in 2025, I co-founded Etablone, a digital signage company redefining sustainable communication through battery-powered e-paper displays. As Co-Founder, I lead product vision, strategy, and commercial growth—bringing together everything I've learned about innovation, market positioning, and building scalable business models. Etablone represents the culmination of my founder and advisor experience applied to solving real-world challenges.
Professional Experience
A proven track record of building businesses and advising leadership teams
Co-Founder
Etablone Ltd
Leading product vision, strategy, and commercial growth for a digital signage company redefining sustainable communication through battery-powered e-paper displays.
- •Product innovation across 13", 25", and 31" e-poster range
- •Go-to-market strategy and commercial model development
- •Partnership development and market entry
Founder & Principal Consultant
StartMadeSimple
Working with dozens of entrepreneurs, startup founders, and C-suite leaders to transform early-stage ideas into structured, scalable businesses.
- •Strategic advisory for multiple startups across technology and services sectors
- •Business planning, funding readiness, and growth strategies
- •Go-to-market execution and market positioning
- •Operational frameworks to enable scaling
Business Advisor & C-Suite Consultant
Multiple Organizations
Partnered with CEOs, boards, and senior leadership teams across technology, manufacturing, and services sectors, advising on high-stakes strategic decisions, organizational transformation, and market expansion.
- •Advised executive teams on business strategy, market positioning, and growth roadmaps
- •Designed and implemented operational frameworks to support scaling and efficiency
- •Guided innovation strategies and product development for commercial success
- •Presented strategic recommendations directly to boards and C-suite leaders
- •Supported leadership through complex market entry and transformation initiatives
Founder & Managing Director
B-Cam Ltd
Founded and built a technology company specializing in body-worn camera solutions for security and law enforcement. Part of a broader entrepreneurial journey founding multiple ventures.
- •Built innovative hardware solutions under resource constraints
- •Achieved market adoption across security and law enforcement sectors
- •Managed full P&L, operations, product development, and international supplier relationships
- •Successfully exited in 2019
My Approach
Strategic insight grounded in real-world experience
Founder-Led Perspective
I understand the challenges, risks, and rewards of entrepreneurship because I've lived them. This gives me a unique ability to relate to founders and provide guidance that's both strategic and practical.
C-Suite Advisory Experience
Working with executive teams has given me insight into how established organizations scale, make decisions, and navigate complexity. I bring this perspective to startups and SMEs.
Innovation + Commercial Reality
Great products need great business models. I help leaders balance product innovation with commercial viability, ensuring solutions are both differentiated and scalable.
Budget-Conscious Execution
Having built businesses with limited resources, I specialize in maximizing impact with lean budgets. Every recommendation is designed to be practical and achievable.