Jan recognized an interesting opportunity here. He predicted a growing need for efficient furniture that fits into a micro-living environment.
With 8 year's experience in developing and selling space-saving furniture, he saw a chance for a specialized care and at-home care industry. Various organizations in ICT, lighting, furniture and construction thought the growing market was too difficult to enter. As a result, the industry suffered from a lack of innovation.
Jan took all of this into account and defined his challenge: cater to the growing need for space-saving furniture and other room utilities for the European senior care industry. His goal was to make a profit, but also to improve the patients’ quality of life. This challenge was put in abstract terms to appeal to as many different types of cross-industry partners as possible. Nevertheless, Jan also came up with specific examples, like retractable beds. These were meant to stir the imagination of potential partners and get them motivated.