BASE Conference 2025: Systems that create flow
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BASE Conference 2025: Systems that create flow

By BASE

Vision isn’t enough. Growth needs structure, clarity, and systems that sustain momentum.

Date and time

Location

StartDock Coworking Singel

126 Singel 1015 AE Amsterdam Netherlands

Agenda

2:00 PM - 2:30 PM

Arrival and registration

2:30 PM - 2:45 PM

BASE 2025 kick-off

Irina Musuc

Irina is a transformational coach for leaders and founders | corporate trainer with a background in PR and communications. Graduate of the Academy for Counselling and Coaching Irina offers tailor mad...

2:45 PM - 3:10 PM

Plenary talk: The Circular Economy of Relationships in Small Business

Veronica Guguian

Veronica Guguian is the founder of SPIN Ideas and BASE Conference, with over 20 years of experience in values-based marketing. She created her own methodology for sustainable growth, helping entrepre...

3:10 PM - 3:30 PM

Plenary talk: The Future of Sales: How to Create Customers

Simone Vincenzi

A multi-award-winning UK-based entrepreneur, author, and co-founder of GTeX, Simone has helped launch more than 500 profitable businesses before the age of 30. Recognized as one of the most influenti...

3:30 PM - 3:50 PM

Plenary talk: 1 New Client Every Week from LinkedIn

Shantanu Verma

Shantanu Verma is here you help you get fully booked. He helps consultants escape the client rollercoaster through smart, repeatable LinkedIn marketing. After nearly quitting his business because of ...

3:50 PM - 4:25 PM

Networking and session selection

4:25 PM - 5:15 PM

BUILD Workshop From Insight to Impact: Taking Charge of Your Business’s Health

Lindsay Faller

Founder of Cloudfields, Lindsay is a business consultant helping creative entrepreneurs align structure with purpose. With 20+ years of experience, she focuses on systems that support freedom and cla...

4:25 PM - 5:15 PM

ADVANCE: Workshop How to Scale Sales, Marketing&Customer Training with Webinar

Bryan van Anrooij and Stefan Treuren

Bryan van Anrooij is Head of PLG at WebinarGeek, where he has been driving growth since 2020. With a passion for collaboration, he works closely with marketing, sales, customer success, and support ...

4:25 PM - 5:15 PM

SUSTAIN: Workshop The Elite-Team Advantage: Grow Profitably, Sustain Impact

Mariana Cazacu

I believe every business no matter its size can operate like an elite team. With clarity, trust, and discipline, small teams can move faster, adapt smarter, and outperform even the biggest players. I...

4:25 PM - 5:15 PM

ELEVATE: Workshop AI: Creating the Superintelligent Genie for your Business

Ayub Shaikh

Ayub Shaikh, known across the industry as “The Tech Whisperer”, is a pioneer in helping business professionals, HR and recruiters make sense of the complex world of technology. As the CEO and Founder...

5:20 PM - 5:50 PM

Ask the expert: Culture as a System: Designing Flow Through Values, Not Rules

Estelle Roux

I help companies scale by building cultures where people come first and performance naturally follows. Over the past two decades, I’ve led global People and Talent teams across FinTech, IT, and Bank...

5:20 PM - 5:50 PM

Ask the expert: How to use design to create a flow in your website

Kirsten Alarcón van Rijn

A passionate web designer with a background in international business and communication, Kirsten brings a global perspective and a client-focused approach to every project. She transforms ideas into ...

5:20 PM - 5:50 PM

Ask the expert: AI Implementation for Sales Teams

Uliana Matyashovska

As a go-to-market strategist with over 12 years of experience in AI, SaaS, data security, and cloud technologies, I help B2B startups and enterprises launch, scale, and expand across European and US ...

6:00 PM - 6:20 PM

Plenary talk: THRIVING AT WORK: The Power of Neuroinclusion in the Workplace

Lana Jelenjev

Chairperson of the Board at NDF and co-founder of the Neurodiversity Education Academy (NEA), Lana brings over 25 years of expertise in educational consultancy, curriculum design, and community weavi...

6:20 AM - 6:30 AM

What's next

Veronica Guguian

Irina Musuc

6:30 PM - 9:00 PM

Networking

Good to know

Highlights

  • 7 hours
  • In person

Refund Policy

No refunds

Highlights

  • 7 hours
  • In person

Refund Policy

No refunds

About this event

Business • Startups

Why attend BASE?

Most businesses grow by trial and error. That works until complexity takes over. Without the right systems, growth turns into chaos: missed deadlines, scattered communication, financial stress and burnout.

These are just the surface symptoms. The real question is: how do you stop firefighting and start building a business that works for you?

Systems create flow
At BASE 2025, we show how the right structures free your team to focus on what matters. Systems don’t limit you; they unlock clarity, creativity and sustainable growth.

Rethinking growth
We believe the future of business isn’t “more at all costs.” Inspired by post-growth thinking, BASE helps founders design businesses that prioritize resilience, human connection, and sustainable profit. Growth that works for people, business, and planet.

What you’ll learn & experience
At BASE 2025, you’ll learn how to put the right systems and relationships in place so your business runs with clarity, flow, and purpose. From building processes that save you hours each week, to creating loyal customers, to turning relationships into a renewable growth engine — you’ll leave with tools you can apply the very next day.

This year’s speakers include:

  • Lana Jelenjev on building neuroinclusive workplaces that unlock new ways of thinking and teamwork.
  • Simone Vincenzi on blending AI with authentic human connection to future-proof sales.
  • Veronica Guguian on building relationships that fuel your business growth.
  • Shantanu Verma on escaping the client rollercoaster with consistent LinkedIn strategies.
  • Lindsay Faller on assessing your business health and knowing where to focus next.

And more sessions will be announced soon.

BASE pillars in action

  • Relationships & teams – onboarding smoothly, building trust, aligning on values.
  • Marketing & sales – pathways that attract and convert responsibly, in human-centric ways.
  • Finances – transparency and predictability, building sustainable profit for the long term.
  • Innovation – systems that make creativity repeatable, with sustainability at the center


Guided by the four BASE pillars — Build, Advance, Sustain, Elevate — you’ll leave with frameworks, tools, and insights to help your business flow, not by chance, but by design.

Tickets are limited. Join us in Amsterdam this October.

Organized by

BASE

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From €94.95
Oct 30 · 2:00 PM GMT+1