BASE Conference 2025: Systems that create flow

BASE

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

StartDock Coworking Singel

Why attend <a href="https://baseconference.amsterdam/" title="https://baseconference.amsterdam/" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">BASE</a>?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 &amp; 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:<ul><li>Lana Jelenjev on building neuroinclusive workplaces that unlock new ways of thinking and teamwork.</li><li>Simone Vincenzi on blending AI with authentic human connection to future-proof sales.</li><li>Veronica Guguian on building relationships that fuel your business growth.</li><li>Shantanu Verma on escaping the client rollercoaster with consistent LinkedIn strategies.</li><li>Lindsay Faller on assessing your business health and knowing where to focus next.</li></ul>And more sessions will be announced soon.BASE pillars in action<ul><li>Relationships &amp; teams – onboarding smoothly, building trust, aligning on values.</li><li>Marketing &amp; sales – pathways that attract and convert responsibly, in human-centric ways.</li><li>Finances – transparency and predictability, building sustainable profit for the long term.</li><li>Innovation – systems that make creativity repeatable, with sustainability at the center</li></ul> 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.

Agenda

Arrival and registration 

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 made trainings in communications/public speaking, career and personal development.


BASE 2025 kick-off

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 entrepreneurs do business differently — with clarity, purpose, and connection. Passionate about circularity in business, Veronica invites small business founders to embrace reciprocity and community as powerful systems for growth.

Plenary talk: The Circular Economy of Relationships in Small Business

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 influential migrant entrepreneurs in the UK, he is passionate about building community-led businesses and regularly shares his expertise in Forbes, Entrepreneur Magazine, and international media.

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

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 feast & famine cycles, he mastered the marketing game - and turned his pain into playbooks that work.

Plenary talk: 1 New Client Every Week from LinkedIn

Networking and session selection 

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 clarity. She’s based in Amsterdam and works globally.

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

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 teams—combining their strengths to create meaningful impact and build lasting value.
Stefan Treuren is Sales Manager at WebinarGeek, where he has been contributing to growth since 2020. He is responsible for new business development and combines strong commercial drive with expertise in online marketing, technology, and a customer-friendly approach.


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

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’ve spent over 20 years helping leaders and founders transform how they lead during the most critical window the first 100 days. Those first 100 days define everything that follows: trust, culture, performance, and growth.
My work is direct, provocative, and deeply human. I don’t wait for trust to be built I help leaders command it from the very first interaction. Because when trust is strong, collaboration becomes effortless, and results accelerate.
Whether you’re leading a team of five or fifty, you can build like the special forces focused, connected, and unstoppable.
Because trust isn’t soft. Trust is strategy. And performance is the result.

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

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 of Holistica Training, Ayub has spent over 24 years teaching non-technical audiences how to speak confidently about IT, cloud, cybersecurity, AI, and software development, without the jargon. Through his acclaimed IT Demystified Masterclass and the groundbreaking Holistica Online Academy, Ayub transforms how organisations and individuals engage with technology. His unique teaching approach blends clarity, storytelling, and practical insight, breaking down intimidating concepts into real-world understanding that empowers smarter business decisions and stronger client conversations. Ayub’s mission is simple yet transformative: to make cutting edge technology human again, one business professional, one recruiter, and one conversation at a time.

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

 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 Banking... turning early-stage chaos into structure, and structure into growth.


As the founder of StellarUp, I work with universities and organisations to build impactful mentoring communities through AI-powered tools and data-driven insights. I also serve on the boards of Cancer Support Netherlands, the American Women’s Club of Amsterdam, AI4All, and Stichting Bright Futures - all focused on creating a more equal, inclusive future. I’m passionate about mentoring, supporting women in tech, and helping businesses design workplaces where people genuinely thrive.

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

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 beautiful, functional websites, helping businesses shine online with creativity and resilience.

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

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 markets. My work focuses on creating clear go-to-market strategies, aligning sales and marketing, and driving early-stage growth through multi-channel demand generation — from SEO and content to PPC, events, LinkedIn, and partner marketing. 


Ask the expert:  AI Implementation for Sales Teams

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 weaving. She is dedicated to building inclusive, life-nourishing schools, businesses, and communities where all neurotypes can thrive.

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

What's next 

Networking 

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BASE Conference 2025: Systems that create flow

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