Top of mind as the first point of contact in cases of fraud

Tags: Fraud & Cybercrime, Entrepreneurs, Awareness, Market Intelligence

Company: Fraudehelpdesk

Challenge: To better position Fraudehelpdesk among entrepreneurs as the first point of contact when facing fraud or doubts about potential fraud, while also gaining deeper insight into how entrepreneurs experience fraud and what kind of support they truly need.

Result: Within 4.5 months, Fraudehelpdesk demonstrably reached more entrepreneurs, particularly in fraud-sensitive sectors. In addition, a needs assessment study was conducted to identify entrepreneurs’ key challenges and requirements, providing a foundation for further development of Fraudehelpdesk’s services and offering.

The challenges

As the national reporting centre for fraud, Fraudehelpdesk is a well-established name in the Netherlands. However, entrepreneurs did not automatically find their way to Fraudehelpdesk. This is striking, especially as freelancers and SMEs are increasingly being targeted by fraud — often with limited legal protection. The impact can be severe.

When Beyond Products started working with Fraudehelpdesk, several challenges emerged:

  • Not top of mind among entrepreneurs
    Fraudehelpdesk was not yet sufficiently recognised as the first place entrepreneurs could turn to when facing fraud or even doubts about potential fraud. The organisation was more strongly associated with private individuals, while the business market is becoming increasingly vulnerable.
  • Limited insight into the needs of the entrepreneurial market
    There was only limited understanding of:
    • how SMEs experience fraud
    • what measures they have already taken
    • where gaps exist in prevention and response
    • and to what extent they are willing to invest in additional support

Without these insights, it is difficult to further develop services in a targeted way.

  • No clear content and positioning strategy
    Although Fraudehelpdesk regularly appears in the media, there was no consistent and repeatable message aimed specifically at entrepreneurs. Earned media was not yet being leveraged effectively to build long-term authority and trust.
  • A limited ecosystem around entrepreneurs
    There was little structure in partnerships and collaborations that could help Fraudehelpdesk reach entrepreneurs through their own networks and channels.

The Approach

The central question: How do we ensure that entrepreneurs immediately think of Fraudehelpdesk when faced with fraud or uncertainty about fraud?

1. A sharper positioning & messaging in six weeks
Beyond Products started with a positioning trajectory. This resulted in a Strategic Playbook, outlining:

  • Fraudehelpdesk’s role within the entrepreneurial market
  • the core message: Fraudehelpdesk as a guide before, during and after fraud
  • which entrepreneur groups and sectors are most vulnerable
  • themes aligned with current fraud schemes and business concerns

This playbook became the guiding thread for content strategy, distribution, and further development of the offering.

2. Content strategy: Visibility through relatable entrepreneur stories
Rather than simply warning or broadcasting information, the strategy deliberately focused on recognition. Entrepreneurs and experts shared stories about the impact of fraud, allowing others to identify with their experiences.

LinkedIn was chosen as the primary awareness channel. This approach builds trust, lowers the threshold for seeking help, and positions Fraudehelpdesk as accessible and reliable for the business community.

3. Market Intelligence: Needs research among entrepreneurs
In parallel with increasing visibility, Beyond Products launched a quantitative needs assessment within the SME market.

The research focuses on:

  • how SMEs experience fraud and its impact
  • what measures they have already taken
  • where gaps exist in prevention, detection and follow-up
  • to what extent entrepreneurs are willing to invest in support

The results reveal where businesses have their fraud prevention and response in order and where they do not. That is precisely where Fraudehelpdesk has the opportunity to develop a practical, affordable and relevant offering, potentially delivered via existing service providers

4. Results: Insight & traction after just four months
Four months is a short timeframe to claim significantly higher brand awareness, but even within this period, we already see clear growth in reach and engagement, particularly within the business market. There is a noticeable increase in freelancers and SMEs being reached, and more visitors are coming from fraud-sensitive sectors such as IT, legal services, and business consultancy. These are the first signals that Fraudehelpdesk is becoming more visible among entrepreneurs.

Between September 2025 and December 2025:

  • +1571% link clicks
  • +667% impressions
  • +752% reach
  • +1426% engagements

Next Step: Further development of the offering

With insights from interviews and the needs assessment research, Fraudehelpdesk is laying the foundation for a future-proof offering for the business market based not on assumptions, but on real market intelligence. The sharpened positioning ensures that entrepreneurs, too, see Fraudehelpdesk as the first point of contact when fraud occurs.

About Fraudehelpdesk
Fraudehelpdesk is the national reporting centre and knowledge hub for fraud in the Netherlands. It helps citizens and entrepreneurs recognise, prevent and report fraud through timely warnings, clear information and practical support.