Nany Shenouda, founder of Tradesnest (image: Tradesnest)
Finding those first few clients can be tricky. Startups that launch a new service are generally lucky to start with a handful. Not Nancy Shenouda though. Her brand new Amsterdam-based b2b sales platform Tradesnest just launched with a vast global network of partners in 80 different countries. So is there any quick trick to emulate that initial success?
Tradesnest launched
Shenouda just announced the launch of her new venture Tradesnest. It’s a b2b-platform that connects products with retailers and distributors. It allows product developers and brands to tap into a large network of companies potentially looking to sell their products. Retailers and distributors can scout the network for the latest, innovative products to sell to their audience.
Recently, the winners of the 2021 Future Hamburg Award were announced.
“Our curated platform allows brands to register and set up their company and product profiles in minutes”, says Shenouda. “In the free version, brands can present their products on the platform and distributors can search and connect with them directly.
Matchmaking for professionals
However, the main advantage of the platform is that it allows brands to reach out proactively to distributors in the markets they want to enter.”
Despite the premise of professional networking, Shenouda doesn’t define Tradesnest as the ‘LinkedIn of trading’. “We are closer to a matchmaking platform, where we look to find a perfect match between two parties. Our main goal is to create a great environment to make that match in a time and cost-efficient manner.”
Huge network on launch day
The network of partners makes or breaks Tradesnest and whether it lives up to its promise. Shortly after launch it already boasted a network of distributors in 80 different countries. The dream of any early-stage startup looking to make a big splash on launch day. Shenouda didn’t take any shortcuts, however. A network like that is many years in the making, she explains.
“I have been working since 2006 in the retail industry and many of these connections were acquired through my experience.” Shenouda started her career in the industry in North America, sharing the table with companies such as Costco, Walmart, CVS and Shoppers Drug Mart. “When I returned to Europe, I worked for Unilever and L’Oréal, where I was responsible for large accounts such as Albert Heijn, Etos and Makro.”
Massive electronics retailer on board
Working with multiple big players opened a lot of doors for her, but that wasn’t enough. “Later, when the idea of Tradesnest emerged in 2018, we started visiting multiple trade shows to do market research and get direct feedback from the brands and distributors. That is how a significant portion of our network was developed.”
This led Shenouda to start a conversation with one of the largest consumer electronics retailers, whose name shall be revealed shortly, back in December 2020. Talks went well, as Tradesnest adds a partner with 850 electronics stores in 13 countries in Europe.
“One of the directors had shown a particular interest in Tradesnest’s concept. We developed the relationship further in the following weeks and after a few meetings, we were asked to introduce them to innovative products on a monthly basis. This was a great opportunity that we gladly accepted.”
Year-round CES
For Shenouda, having this retailer on board offers an opportunity to open doors for others with limited resources. “I have worked for both multinationals and small startups for many years, and noticed that smaller players with fantastic, award-winning products most often struggle to get their products on retailers’ shelves.”
“They can participate in many trade shows that will cost them 50,000 dollars on average and take up to six months of preparation with the hope to get one or two new clients. This is a big gamble for all the SMEs that have limited resources.” Shenouda wants her site to be a year-round, 24/7 CES. Only bigger and without all the hassle. “We give direct access to the buyers that SMEs are targeting when attending trade shows, for a fraction of the cost, with minimal preparation and within minutes.
