From zero to startup in one semester

After months of validating, ideating and revising, December 1st was the day 21 student teams pitched their data startups to a jury of professionals. Investors, entrepreneurs and experts gathered at JADS to hear what this new generation of founders has been working on and to challenge them. 

It was the final step of Data Entrepreneurship in Action (DEiA), the last course in the “In Action” series for the Master Data Science in Business and Entrepreneurship and the closest thing to launching a real startup within a university setting. 

“This cohort is strong,” says Jonie Oostveen, program manager of the JADS Playground. “I wouldn’t be surprised if two or three of these teams continue after the course. I’m curious to see who takes the win.” 

DEiA isn’t a simulation. It’s the real deal, in a lighter version. “You go through every step,” says Linn Smetsers. “It’s the closest thing to actually having your own startup, but with support and room to learn.” 

Challenging students to think outside the box

DEiA challenges students to build a data-driven startup from the ground up. No predefined case. No safe sandbox. Just a small team, a blank page and a ticking clock. 

Students start by forming a co-founding team and exploring startup ideas. They shape concepts, validate assumptions with users, design business models and explore funding options. Each team also joins a pitch workshop from the Pitching Academy to sharpen their story and delivery. 

Throughout the course, they receive guidance from entrepreneurs, investors, alumni and coaches. Feedback is direct and practical. The learning is hands-on and often uncomfortable, but that’s part of the process. Ciro Esposito, Assistant professor at JADS says: “DEiA students truly embody the JADS identity in the way they combine data skills with an entrepreneurial mindset. This unique mix helps them stand out among peers at many other institutions. It’s the kind of talent that will contribute to the next wave of AI startups. This final pitch competition may mark the end of the course, but it is a bright beginning to their next chapter”

Pitch day: the pressure is on 

On December 1st, each of the 21 teams pitched their startup across five locations on campus. Each group faced a panel of 3 to 4 jury members with experience in founding or funding companies. The goal was simple: stand out. 

Pitches were short, followed by focused questions from the jury. From there, three teams advanced to the final round: 

• TeachWise – A platform that helps teachers generate lesson materials using AI, based on existing textbooks. They recently secured a license from Noordhoff and are preparing a pilot at two secondary schools. 

• A+– An app NewRoots for expats and international students who want to meet new people in the country they’re living in. Not for dating, but for local friendships. 

• Distle – An app that helps women get home safely using smart routing and real-time safety insights. 

And the winner: Distle 

The jury selected Distle as the winner of the 2024 DEiA pitch day. They received a €1000 prize, made possible by the Province of Noord-Brabant and organised in collaboration with Braventure.  

Distle’s concept addresses a clearly urgent issue: helping women travel home safely at night. “They picked a problem that matters and developed a clear, relevant solution,” said coach Berend Bouwmeester, founder of Bold & Beyond. “That clarity made their story strong.” 

The jury’s decision was unanimous. Their trust in the team’s execution made the difference. 

Distle’s first reaction was full of pride: “We’re incredibly proud of Yente for how well she pitched,” said the team. The team consists off Anne Barnasconi, Yente van Ginkel (Pitcher), Nienke Reijnen, and Vera Wentzel. “All the pitches were strong, and she nailed it.” Yente added, smiling: “I texted my mom right away.”
They also shared how much the recognition meant to them: the prize felt like confirmation that this topic deserves attention and real solutions. 

The team plans to use the funding to improve their prototype and begin real-world testing. They’re also looking into opportunities to continue through the JADS Playground. 

Why this matters 

DEiA is more than a course. It gives students a realistic view of what it takes to build something new. They learn how to test ideas, communicate value, collaborate under pressure and adjust when things don’t go as planned. These skills matter in startups, but they’re just as valuable inside established companies. 

December 1st closed the course, but for several teams, it’s likely the starting point of something bigger.