VOCA Case Study: From Price Discussions to a Strong Value Proposition

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Sebastiaan Zuiddam

Bijgewerkt op 08 May 2026

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5 minutes

VOCA helps organisations and independent professionals work together in a compliant, transparent and practical way. Through the broader VOCA platform, the standalone ZZP Ja/Nee compliance solution and a management model for clients, founders Ron Veerkamp and Koos van Brecht address a real and complex challenge: how do you organise the use of independent professionals in a way that works for them whilst remaining accountable for the organisations that engage them?

When Ron and Koos joined the Profit Streams Horizon Mastermind programme, one question was front and centre: how do you price a solution whose value is significant, but not always obvious to clients?

“We’d never really thought about pricing in any fundamental way. At some point, someone had come up with a price — but there was no solid reasoning behind it.”

The challenge

VOCA noticed that clients would often focus on the price, whilst the actual value was far broader. Conversations would quickly turn to hourly, daily or monthly rates, whilst the real question was: what does it deliver when you can actually deploy capacity, demonstrate compliance more effectively and reduce risk for the organisations you work with?

This became particularly clear with ZZP Ja/Nee, a standalone compliance solution for independent professionals and the organisations that engage them. The solution addressed an urgent problem, but the perceived value varied considerably by sector. In dentistry, the price felt almost self-evident. In education and childcare, the same price was more readily seen as steep.

The approach

During the twelve-week Profit Streams cohort, Ron and Koos worked on their pricing, proposition and value communication. Not as a standalone pricing exercise, but as a way to get sharper clarity on exactly what value VOCA delivers, for which client group, and how to make that value visible.

A key moment came with the customer benefit analysis, which made it clear that VOCA is not a single product with a single price, but a suite of distinct value propositions.

That analysis led to a clearer distinction between:

VOCA as a broader platform solution

ZZP Ja/Nee as a standalone compliance solution

The management model as a value proposition for clients

“The biggest gain was realising that we don’t have one product for one client group. We have different types of value for different types of clients.”

What changed?

For Ron and Koos, the conversation shifted from price to value. No longer: why does this cost money? Instead: what value do we create, for whom, and how do we make sure that value is reflected in the model?

That gave them more confidence in client conversations.

“We’re no longer as quick to accept being told we’re expensive. If something has real value, it’s only right that something is expected in return.”

It also became clear that pricing is not just a financial question. It touches positioning, segmentation, product development, sales and storytelling. VOCA began looking more carefully at both tangible and less tangible benefits: compliance, capacity, risk management, peace of mind, accountability and access to specialist professionals.

The results

VOCA now works with a sharper focus on segmentation, value communication and pricing confidence. The founders have a clearer view of which proposition suits which client, and how to make the case for its value in concrete terms.

One notable example came from practice at Spaarne Gasthuis. Through the platform, independent professionals were able to account clearly for their work, the client organisation could demonstrate compliance more effectively, and additional capacity became available at the same time.

This made VOCA’s value tangible: not just compliance, but genuine operational headroom.

“Once you can show what it actually delivers, the conversation about price gradually fades into the background.”

Why this worked

Ron and Koos went through the programme together. That turned out to be essential. They developed a shared language, a shared framework and a way of talking about value — both internally and with clients.

“If you do this on your own, it’s easy to feel like you’re talking to yourself. Doing it together meant we could make sense of what we were learning and apply it directly to our own business.”

Spreading it over twelve weeks made a real difference. Not three days of theory, but learning, applying, discussing and refining — whilst the business kept running.

The core

For VOCA, Profit Streams was not a pricing training in the narrow sense. It became a way to better understand where the value in the business actually sits, how to make that value visible, and how to build a stronger, more sustainable business model around it.

“The biggest eye-opener is that pricing is not purely financial. It’s all about value. You need to learn to recognise that value, articulate it and communicate it in the right way.”

In their own words

“Profit Streams helped us move away from the conversation about cost and look far more clearly at the value we create. We now have a much better understanding that VOCA is not a single product, but a collection of propositions with different types of value for different clients.”

Ron Veerkamp and Koos van Brecht, founders of VOCA