From receptionist to entrepreneur: Winner of the CBS Startup Award developed the solution hotels did not know they needed

Frederik Kilsmark Larsen has always been passionate about entrepreneurship. During the Covid-19 lockdown, while still in high school, he attempted to launch a clothing brand. Later, he and his friend Alfred Steensen developed a booking platform for authentic experiences.

Although that idea failed to gain traction, their entrepreneurial dream persisted. Today, Frederik runs the company Syncdesk with Alfred Steensen and Christian Notarmaso Pone. The company recently won the CBS Startup Award, a competition that celebrates promising startups rooted in CBS’ entrepreneurial environment.

A receptionist job sparked a startup

Syncdesk is a centralised communication platform for hotels, which was created when Frederik and Alfred realised that their initial business model for an experience platform was not sustainable. Determined to stay in the tourism sector, they shifted their focus.

“We wanted to understand how we could collaborate with larger players in the industry, so we started reaching out to hotels to understand their daily operations and identify areas where we could make a difference,” explains Frederik Kilsmark Larsen, who is currently studying International Business at CBS.

However, they soon realised that conversations with receptionists and hotel directors did not give the necessary insights.

“We felt these conversations only provided us with surface-level knowledge, which was not enough to develop an impactful product,” says Frederik Kilsmark Larsen.

To gain a deeper understanding of the industry’s challenges, Frederik took a job as a receptionist at a hotel in Copenhagen. He quickly observed how inefficient communication led to daily frustrations and errors for staff and guests.

“As a receptionist, I witnessed first-hand how much time was wasted coordinating tasks through emails, post-it notes and phone calls. Hotels often rely on multiple Word documents, Teams and other manual systems to manage guest requests and staff tasks, which inspired the idea for Syncdesk – a platform that gathers all hotel communication in one place and makes it possible for staff to receive updates quickly and accurately,” Frederik Kilsmark Larsen explains.

The right team makes the difference

Building Syncdesk into a functional platform required the right team with the necessary skills. Alfred Steensen, who had no prior programming experience, taught himself to code to develop the solution from scratch.

They also brought on board Christian Notarmaso Pone, a former student at the Technical University of Denmark, who now works as a developer at Netcompany.

“Having Christian join the team was crucial. His skills enabled us to develop everything in-house and address technical challenges quickly,” Frederik Kilsmark Larsen says, highlighting the importance of having the right team:

“Having the skills internally rather than relying on freelancers for technical work means a lot. It allows us to respond swiftly to customer requests or unexpected issues.”

CBS’ entrepreneurship environment

Syncdesk is not just the result of a great idea and a dedicated team. Frederik emphasises the significant role played by the CBS School of Entrepreneurship (CSE) in the company’s development.

“What I love most about being part of CBS School of Entrepreneurship is working alongside other young people doing interesting things. It is an inspiring environment where you constantly gain new ideas and valuable input from peers striving to make their startups succeed,” Frederik says.

CSE is a central pillar in CBS’ strategy to support innovation and entrepreneurship among students. It offers access to consultancy, networking and programmes covering leadership, financing, sustainability and business development.

“We aim to create an environment where students can experiment with building companies. This aligns with CBS’ mission to transform society through business,” explains Ashlea Wallington, Director for Innovation & Entrepreneurship at CSE.

Advice for aspiring entrepreneurs

Today, Syncdesk’s founders are working to scale their products and expand to more hotels. Even if they now can call themselves an award-winning startup, their journey has been filled with challenges, from technical issues to organisational decisions.

“One of the biggest challenges has been to find the right focus. There are endless possibilities for product development, and it takes discipline to prioritise the right ones,” explains Frederik and offers this advice to aspiring entrepreneurs:

“Get out there and test your ideas. Instead of spending months perfecting business plans, contact your potential customers directly. This way, you can quickly determine whether your idea holds water and avoid wasting time. Early feedback is key to refining your concept before investing too much time and resources.”