At Gumption, development continues apace. What started in 2012 as a house of brands has evolved into a family of businesses of endorsed brands. Olivier Leroy, Managing Partner of Gumption, explains what this approach means.

‘When we founded Gumption, we saw it as our job to support group businesses in their everyday operations – think accommodation, accounting, fleet management, HR and IT support services. Gumption was a house of brands and businesses were able to work under their own banners. They were able to focus entirely on their core business. It was a conscious choice not to position Gumption above those businesses.’

The transformation of Gumption

‘As the group developed organically, that model began to change and a dynamic of co-creation emerged at Gumption. Gumption businesses regularly combine their services to create a comprehensive all-round offering. That is what distinguishes them from other providers. How do you explain to customers how that can benefit them? We thus opted for a new marketing strategy known as endorsed branding.’

‘The businesses in the group still operate under their own banners. At the same time, we’re also positioning Gumption as a brand, combining solutions from businesses within the group into an overall package. This does away with the need for customers to consult with several Gumption businesses.’

The transformation of Gumption

‘As the group developed organically, that model began to change and a dynamic of co-creation emerged at Gumption. Gumption businesses regularly combine their services to create a comprehensive all-round offering. That is what distinguishes them from other providers. How do you explain to customers how that can benefit them? We thus opted for a new marketing strategy known as endorsed branding.’

‘The businesses in the group still operate under their own banners. At the same time, we’re also positioning Gumption as a brand, combining solutions from businesses within the group into an overall package. This does away with the need for customers to consult with several Gumption businesses.’

Ecosystem for innovation

‘At the same time, we help businesses in the group to stand out against their competitors – those that don’t provide a complementary offering or enter external partnerships to do so. We also go further than traditional overall solutions. Collaborating with our customers’ experts, we seek out innovation based on specialised knowledge from different angles. With this collaboration model, Gumption has been able to grow into an ecosystem that offers overall solutions for all kinds of digital transformation projects.’

Gumption businesses regularly combine their services to create a comprehensive all-round offering.

Customer-oriented co-creation

‘An example of that co-creation approach is a case study involving the installation of charging stations in a Belgian coastal town - one of our first co-creation projects, but one that remains relevant and topical. The local authority was eager to maximise its return on investment. How do you prevent drivers from parking at a charging station and not charging their vehicles? Or from charging their electric car and then continuing to occupy the parking space afterwards? This kind of behaviour means that the town loses revenue. It is also frustrating for other drivers, those who are looking for a charging station that they can use.’

‘We devised a solution with three Gumption businesses, installing charging stations and sensors in the parking spaces. With sensors, the local authority knows if there is a car in the parking space. The charging station also supplies information on whether an electric vehicle is connected and currently charging. By combining these data, enforcement teams can take targeted action. The local authority gains a higher return on its investment and avoids complaints from users about the parking space being used improperly.’

‘Our businesses also co-create solutions for shared target groups. As an example: TheValueChainoffers industry solutions based on SAP S/4HANA for companies including wholesalers. Bmatixthen complements this solution with a template for business intelligence, budgeting and KPI reporting. Adjustments are only needed for unique customer features. With this approach, the customer gets to see results very quickly. In that same wholesale company, valueXstreamcan fine-tune the logistic organisation of the webshop, while Studio Emmaand Canguru can implement the e-commerce solution.Rank 1 then manages the cloud environment and security.’

Collaborating with our customers’ experts, we seek out innovation based on specialised knowledge from different angles.

Thinking and acting

‘Customers think in terms of business challenges. Gumption translates these challenges into overall technological solutions. Flexibility and pragmatism are inherent elements of our business model. You could compare the way we operate to a shoal of fish – individually, our businesses are fast and nippy and can swim in every direction. But, when we work together, we have the power to outclass larger competitors. We can achieve this level of dynamism because Gumption businesses are not in competition with one another. Instead, there are many touch points, which means that there is enough shared expertise to communicate properly with one another.’

‘In addition, we do not limit ourselves to the consultancy level only – we handle subsequent implementation as well. This is another way we stand out from other market players.’

Thinking and acting

‘Customers think in terms of business challenges. Gumption translates these challenges into overall technological solutions. Flexibility and pragmatism are inherent elements of our business model. You could compare the way we operate to a shoal of fish – individually, our businesses are fast and nippy and can swim in every direction. But, when we work together, we have the power to outclass larger competitors. We can achieve this level of dynamism because Gumption businesses are not in competition with one another. Instead, there are many touch points, which means that there is enough shared expertise to communicate properly with one another.’

‘In addition, we do not limit ourselves to the consultancy level only – we handle subsequent implementation as well. This is another way we stand out from other market players.’

Sounds interesting? Challenge us. Mail sales@gumption.be or info@gumption.lu!

Download or order your free Gumption magazine.