Internal · Discovery call prep
Nedelko Group
European B2B distributor of electrotechnical materials. First discovery call today.
TL;DR
11/12 ICP score. 50,000+ products, customer-specific pricing, 4 countries, actively hiring quote-to-order processors. CEO is a serial entrepreneur and corporate innovator (Singularity University, IBM GenAI course) who was likely brought in to digitally transform a 70-year-old distributor. Strong parallels to Aronlight: complex catalog, custom pricing per customer, manual back-office processing. Only unknown: which ERP.
Company Profile
Founded
1954
70+ years. Originally part of Econosto.
Employees
100+
26 open vacancies right now
Revenue
~$14M (est.)
D&B estimate, not public
Ownership
Nimbus (PE)
Dutch hands-on investors. Buy & build.
HQ + Warehouse
Barendrecht, NL
Near Rotterdam. Central distribution center.
Branches
Belgium · Germany · Czech Rep.
Herentals, Oberursel/Essen, Czech
Products
50,000+ SKUs
80+ categories. 5 product lines.
Acquisition
Surtronic
LED traffic displays, parking, rail/bus info
Product Lines
Cable & Installation
LED Lighting
Safety (LOTO)
Identification
Energy Storage
Traffic Displays (Surtronic)
Order Channels
Customer Portal (My Nedelko)
EDI
Phone
Email
ERP Invested
2/3
Confirmed they have ERP (job postings mention "PIM/ERP systems"). Customer portal with dynamic pricing. Which ERP = unknown. Confirm on call.
Back-Office Complexity
3/3
Customer-specific discount %. 50K+ products, 80+ categories. Hiring Inside Sales to "convert quotes into orders." 5 Product Mgmt vacancies at 100 people. PIM rebuild in progress. Multi-language (NL/DE/FR/CZ/EN).
High-Volume Workflows
3/3
50K+ SKUs. Multi-country distribution. Central warehouse + branches. Fast delivery model. Surtronic adds another product line.
Multi-Party Coordination
3/3
4 countries. Central DC + branches. Multi-brand distributor. PE owner (Nimbus). Surtronic subsidiary. Sell to installers + other distributors.
Aronlight Parallel
Strong similarities to Aronlight (our deepest technical engagement):
Catalog: Nedelko 50K+ products vs Aronlight 4,325. Both multi-brand, configurable (wattage, IP rating, color temp in lighting).
Pricing: Customer-specific discount percentages vs Aronlight's 80+ pricelists. Same pattern: every customer sees different prices.
Requests: Likely same variety: by product code, by description, by competitor reference, by application. LED lighting category is identical vertical.
Scale: Nedelko is 10x the catalog. If Aronlight needs 9 FTEs for quote processing, Nedelko's number could be significant.
Key difference: Nedelko has a customer portal (My Nedelko). Some orders self-serve. The question is what % still goes through manual processing.
Contact
Serial entrepreneur
Corporate innovator
IBM GenAI course (2025)
Singularity University
Erasmus Sales MBA
9K LinkedIn followers
- CEO, Nedelko Group — current. Likely brought in by Nimbus (PE) to modernize the business.
- Entrepreneur in Residence, Aimforthemoon (2018-2022) — corporate startup studio. Helped Wolters Kluwer win at corporate innovation.
- Growth & Happiness Officer, Walter (~2018-2020) — innovation product by Wolters Kluwer Legal & Regulatory.
- CCO & Co-Founder, Skillseeker (2015-2017) — course booking platform.
- Founder, Quel Business Information (~2013) — B2B lead gen for technical industry using social media.
- Singularity University (2014) — Global Solutions Program.
- Erasmus Rotterdam — undergrad + Sales MBA (2019-2020).
What this means for the call
Not a traditional distribution CEO. He thinks in startup terms (nail it then scale it), understands AI (took the GenAI course), and has built products before. He'll want to know: what's the system, how fast can we test it, and what's the ROI math. Don't oversell AI. Sell the system.
5 Questions for the Call
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"What ERP runs your order-to-delivery today?"
Closes the 2/3 gap in ICP scoring. If SAP/Odoo/Dynamics, score goes to 12/12. Also tells us integration complexity.
-
"How do quote requests come in? By product code, description, application?"
Confirms request format variety. At Aronlight we found 4 distinct types. Each type needs different matching logic. More variety = more value.
-
"What % of orders go through the portal vs. email/phone?"
Sizes the manual processing volume. Portal orders = already automated. The gap is everything else.
-
"How many people are dedicated to converting quotes into orders?"
The FTE number is the ROI math. At Aronlight: 9 FTEs doing 700 quotes/week. System reduces to 1. What's Nedelko's number?
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"You're rebuilding PIM and hiring 5 product managers. What's driving that?"
Opens the conversation about his vision. His innovation background + these hires suggest a digital transformation play. We want to understand where quote automation fits in that roadmap.
Hiring Signals (26 open roles)
Back-office / processing:
• Inside Sales Specialist — "van een offerte een order maken" (converting quotes to orders)
• Sales Support Employee — customer contact, quote processing
• Sales Optimization Intern
Product data / catalog:
• 5x Product Management roles (at a 100-person company)
• Assistant Product Manager — PIM/ERP data management, large datasets
• PIM Intern — 50K products, 80+ categories, data completeness
Data / tech:
• Manager IT — IT strategy and systems integration
• Data & BI Intern — data-driven decision making
• Supply Chain Planner
Sales (field):
• 4x Sales / Account Manager roles (Brussels, Czech Republic)