Founder Stories: Marike van der Velden On Building Society Service
In today’s Founder Story, we feature Marike van der Velden, the owner of Society Service!
Read on for lessons she has learned from launching and marketing her business.
1. Please introduce your business and share your role.
My name is Marike van der Velden, and I am the owner of Society Service, a fully legal, high-end escort service based in the Netherlands. As the founder and driving force behind the company, my role encompasses overseeing daily operations, ensuring the highest standards of service, and maintaining the brand’s exclusivity and reputation.
Society Service caters to discerning clients seeking sophisticated and intimate companionship. Our mission is to provide a premium experience that emphasizes discretion, quality, and professionalism. We focus on creating connections that are not solely erotic but also social, intellectual, and emotional, resulting in a mutually enjoyable experience for both escort and client. This holistic approach sets us apart in the industry.
2. What’s your backstory, what kind of challenges did you face, and how did you come up with your business idea?
I founded Society Service in 2006, when I was only 21 and still a student at university, together with a fellow student. The inspiration for Society Service came from recognizing a gap in the market for high-quality escort services that prioritize professional conduct and the satisfaction of both clients and escorts.
Starting this business presented numerous challenges, including societal stigma, regulatory hurdles, and the need to build a trustworthy brand. My background in business and pragmatic personality helped me navigate these obstacles, and my determination to offer a premium, discreet service kept me focused on my goals.
3. How did you prepare for, and go about your launch?
In preparing for the launch of Society Service, I focused on creating a strong brand identity that conveyed luxury and discretion. I invested in a professional website, www.societyservice.com, to showcase our services and values.
Marketing efforts were primarily digital, leveraging SEO to ensure our website was easily discoverable. I also engaged in open discussions in various publications, including television, newspapers, and magazines, and used word-of-mouth recommendations to build our client and escort base. The goal was to establish a presence that exuded professionalism and exclusivity from the outset.
4. Since launching, what types of marketing campaigns and designs have worked best to attract and retain customers?
Post-launch, the most effective marketing strategies have been those that emphasize our commitment to quality and discretion. Content marketing, including blog posts that address common questions and concerns about escort services, has helped build trust with potential clients.
For example, our blog posts cover topics such as the importance of discretion, how to choose the right escort, and the legal aspects of our industry. These posts not only provide valuable information but also demonstrate our expertise and commitment to transparency. While social media platforms generally exclude our business, publications about Society Service shared on these platforms help with destigmatizing sex work and raising awareness about our services. These publications have both marketing value and contribute to our mission of destigmatization.
5. What have been the most influential brands for your business? Whose branding and marketing do you aspire to and why?
My business cannot be compared directly to any other, but I find inspiration in many different brands. Luxury brands like Louis Vuitton and Rolex have influenced our branding and marketing strategies, embodying quality, exclusivity, and impeccable customer service—values we strive to emulate.
Additionally, I draw inspiration from brands in stigmatized industries, such as crypto platforms and marijuana products, as well as businesses excelling in technical innovation, like those implementing advanced AI features. Inspiration can come from many sources, and I believe in integrating the best practices from various industries to continuously enhance our service.
6. What are your favorite marketing platforms/tools?
Unfortunately, there are none. Most marketing platforms exclude our business, and those that don’t fail to meet our cybersecurity requirements. However, we have found alternative ways to reach our audience and maintain our high standards of security and discretion.
7. Who or what inspires and motivates you?
I draw inspiration from successful entrepreneurs who have built their businesses from the ground up, particularly those in industries that also face significant societal challenges. Seeing their perseverance and innovation motivates me to continually improve and grow Society Service.
Additionally, the positive feedback and satisfaction of our clients inspire me to uphold the highest standards of service. The success stories shared on our blog, where clients and escorts recount their positive experiences, also serve as a constant source of motivation.
8. What are some lessons you’ve learned along the way that you would share with entrepreneurs hoping to launch or who have just launched?
One of the most important lessons I’ve learned is the value of resilience. Starting a business comes with numerous setbacks, but maintaining a clear vision and being adaptable helps overcome these challenges. It’s also crucial to prioritize customer and employee satisfaction; happy clients and employees are the best advocates for your brand. Networking and building strong industry relationships provide valuable support and growth opportunities. Another key lesson is the importance of transparency and integrity, as these build trust and loyalty, which are essential for long-term success.
9. What do you believe are the qualities of a good entrepreneur? And what makes a team successful?
A good entrepreneur must be resilient, adaptable, and visionary, with a strong understanding of their market and a commitment to delivering value to their customers. A successful team thrives on clear communication, mutual respect, and a shared commitment to the business’s goals. Encouraging a collaborative environment where team members feel valued and empowered is key to achieving success together.
At Society Service, we prioritize continuous training and development, ensuring our team is well-equipped to meet the evolving needs of our clients and maintain our high standards of service.