Customer Case: Janko van Deventer — From Product Management to Sustainable Profitability

Geschreven door

Sebastiaan Zuiddam

Bijgewerkt op 11 May 2026

Leestijd

5 minutes reading time

Janko van Deventer works as a freelance Product Manager and software developer, primarily within e-commerce and online platforms. He helps organisations not only build software, but more importantly make better decisions: what truly contributes to customer value, profitability and sustainable growth?

During the Profit Streams Horizon Mastermind programme, Janko worked on a real customer case: Taal2, an online learning platform for Dutch as a second language.

The challenge

Taal2 had a strong product, but its positioning, packaging and pricing were not yet clearly defined. The platform had already existed for several years, but many enquiries came through existing relationships or intermediaries. The website did not yet clearly explain what the product offered, what it cost or who it was intended for.

Janko was also dealing with a personal challenge: how do you differentiate yourself as a Product Manager in a crowded market?

“There are many Product Managers and Product Owners. But in the end, you differentiate yourself by delivering real value and by looking at the product in the context of the entire business.”

The approach

During the twelve-week programme, Janko explored how pricing, packaging, value, customer experience and business strategy are connected. Not through a fictional exercise, but using a real customer and a real product.

At Taal2, this led to focused discussions about target audiences, pricing, access, packages, partners and the value delivered to end users. The conversation shifted from “what does it cost?” to “what value do we deliver, and for whom?”

“You need to clarify two types of value: your own value as a provider and the value as experienced by the end customer.”

What changed?

For the first time in years, Taal2 made its pricing publicly visible. Clearer packages were also introduced, including duo and family packages for people learning Dutch together, such as partners or families.

Communication was also refined. The website started explaining much more clearly what the platform offers, who it is intended for and what customers receive.

This had a direct impact on the quality of leads.

“The people reaching out now are genuinely interested. That saves a huge amount of time and makes sales conversations far more focused.”

Taal2 gained much greater clarity. Internally, it became clear which pricing applied to which offering, when discounts made sense and where the lower boundary was. Externally, it became much easier for customers to understand what they were buying.

Where there had previously been room for exceptions, ad hoc discounts and unclear agreements, there is now a clear structure.

“If someone now asks what it costs, we can answer immediately. The price is clear, the value remains intact and the margin is healthy enough to continue developing the product.”

For Janko personally, the programme added another layer to his professional positioning. He now positions himself more explicitly as a Product Manager focused on sustainable profitability.

Why this worked

For Janko, the strength of the programme lay in the combination of theory, real customer conversations and the time to apply insights directly. Because the programme lasted twelve weeks, he was able to test, refine and reflect between sessions.

He also gained the language to discuss value with customers and stakeholders. Not only in terms of features, planning or delivery, but in terms of the product as part of the wider business.

“A product is part of a business. Legal, sales, finance, development and support all influence the value you ultimately deliver.”

The core

For Janko, Profit Streams was not a traditional pricing training. It became a way to connect product management with business models, customer value, packaging and sustainable profitability.

His most important insight:

“Price is only part of the story. What really matters is the total benefit of ownership: what value does your product truly deliver, and what does a customer miss out on if they do not use it?”

In Janko’s own words

“Profit Streams has helped me look at value much more broadly as a Product Manager. Not only at the product itself, but also at pricing, packaging, customer value and sustainable profitability. As a result, I can help customers make decisions that continue to work in the long term.”

Janko van Deventer, Freelance Product Manager