Sandra van der Pal
Manager
Sandra van der Pal is an innovation expert at nlmtd, working within the Public and Social Domain team. She is energized by finding innovative solutions to societal challenges. With experience as a startup founder, consultant, accelerator builder, and innovation manager, she brings a deep understanding of all aspects of (open) innovation. Connection lies at the heart of her approach, as collaboration is essential for navigating today’s transitions.
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Creating a better future. That is nlmtd’s mission. But how can you achieve that mission when a large part of the Netherlands’ innovation potential remains untapped? Even today, less than 1% of all venture capital funding goes to female entrepreneurs. It is high time for change, says nlmtd manager Sandra van der Pal. As co-founder of FEM-START, she helps women gain access to capital.
Three themes have run like a common thread throughout Sandra van der Pal’s career: innovation, entrepreneurship, and social impact. In the thirteen years since graduating with a thesis on public-private partnerships, she has founded several startups and worked as an innovation manager for organizations committed to a better society.
Four years ago, she joined TNW Programs. When the tech scouting agency closed a year ago, Sandra also joined the Amsterdam-based advisory firm. “This is where everything comes together,” she explains. “Here, I can fully focus on innovation, contribute to a better world, and do so as an entrepreneur thanks to nlmtd’s unique business model.”
These three themes are closely interconnected. Innovation and entrepreneurship are crucial for creating a better future, nlmtd’s core mission. That is why the firm focuses on key transitions such as energy, food, and mobility.
Equal opportunities and access to capital
However, there is another transition urgently needed: a shift toward an economy that offers equal opportunities for everyone. “When I started working, it was a shock to see how much the corporate world is still dominated by men,” Sandra says. “At university, I thought we had moved beyond that, but it remains a real challenge.”
Nowhere is this more visible than in the capital market. “At the moment, less than 1% of venture capital funding in the Netherlands goes to female founders. It’s absurd.”
“It is true that there are fewer female founders than male ones. Estimates suggest about 30% are women. But the fact that they receive less than 1% of funding is indefensible, especially considering how successful women-led startups are.”
This funding gap is not only unfair but also unsustainable. “Innovative startups are essential for solving the many challenges the Netherlands faces. By excluding such a large group of entrepreneurs, you slow down the development of a strong, future-proof economy.”
The path to funding
There is more than enough reason, then, to ensure female entrepreneurs have adequate access to capital. This is where FEM-START comes in. “We guide female founders through the world of financing,” Sandra explains. “How do you raise initial capital? What types of financing are available? And how do you approach investors?”
FEM-START runs regional programs that combine online courses with live workshops and events. Participants go through the program in small groups, fostering a sense of community. “Entrepreneurship can be lonely. It really helps to connect with others facing the same challenges.”
In addition, FEM-START actively connects entrepreneurs with investors, partners, and regional ecosystems. “Knowledge alone is not enough. You need a network to put that knowledge into practice.”
The organization also highlights success stories of women who have successfully raised capital. “Those stories matter. They show that it is possible.”
Role models
The importance of role models became particularly clear to Sandra through Marian Spier, co-founder of FEM-START. “Marian is a leading social entrepreneur. I worked with her at TEDxAmsterdamWomen. When I heard she wanted to promote female entrepreneurship, I immediately called her.”
Involving everyone
Within nlmtd, Sandra also advocates for female representation. “Diversity and inclusion are high on the agenda here. Recently, we worked on our impact narrative: what are we working toward and what impact do we want to create? ‘Impact’ can be a vague term. The discussion focused a lot on inclusion – we want to help build an economy that works for everyone.”
At nlmtd, the gender balance is nearly equal, but diversity still requires continuous attention. “At events, for example, I pay close attention to who is given a platform. Diversity does not happen on its own; you have to actively work toward it.”
Inclusive innovation
Inclusion also plays a major role in the projects Sandra works on. “In innovation, it is essential to talk to potential users, and that means involving all user groups.” She refers to the well-known example of seat belts, which were long designed based on male body types, resulting in less effective protection for women.
For clients in the public sector and the social domain, inclusive innovation is essential. “The public sector serves everyone. That is what makes the work so meaningful. You can truly create societal impact.”
Less modest
Sandra has two pieces of advice for female entrepreneurs seeking funding. First, start networking early. “Many entrepreneurs wait until everything is perfect. But investors invest in people they trust. That relationship needs to exist before you need the money.”
Sandra also helps female entrepreneurs maintain focus and sharpen their strategy through a Strategy Sprint. In this one-day session, she identifies priorities and develops a practical plan for the period ahead. She understands better than anyone how challenging it can be to stay focused, especially as an entrepreneur.
A better future for everyone
For now, she remains fully committed to creating a more level playing field in the entrepreneurial world. The figures remain stark. In fact, the share of venture capital funding going to female entrepreneurs has declined in recent years.
