The Data Visualization Path

From MagnaView to ProcessGold and then UiPath: How Process Mining Influenced Erik-Jan van der Linden

In this next installment of our Founders Series, I had the pleasure of interviewing Erik-Jan van der Linden who was another original member of the ProcessGold / UiPath Process Mining team. Without revisiting all the details from our previous article with Christiaan Esmeijer, there are a few key themes that stood out in talking with Erik-Jan regarding why he started this business and the challenges in this space. As a quick recap, Erik-Jan started MagnaView, which became ProcessGold and then ultimately became part of UiPath. Additionally, Erik-Jan was previously in the education and consulting space, also teaching about data visualization, which is why a company and technology focused on visualizing data was a logical next step.

Data Visualization Problem

“For a long time, there was this self-service belief that we needed applications where business users get a toolbox, they get data and then they do their analytics themselves. This is not the case - working with data is a profession in itself”.

When founding MagnaView in 2004, there was an initial focus on data visualization with an R&D effort in the process mining space from 2007 onwards. It wasn’t until the end of 2015 when this turned into a combined business under the ProcessGold name which brought together the technology vendor with implementation consultants under the same banner.

As the business grew, different verticals grew out that would be dedicated to a particular functional area or business to bring to potential clients. While there are many insights to any startup, this comes back to solving a key business problem.

Do Talk About

"Focus on how you can help solve a key business problem, and how you have leveraged the data of the user to get to key insights, and what that implies for the business."

Erik-Jan shared an example of how in one of their client meetings a key potential business stakeholder after showing a wide variety of process mining functionality without reference to the business remarked “well, I'm still confused, but at a much higher level.” Erik-Jan: "This is why we must always focus on our value first and why to focus on substance of insights rather than fancy technology."

Do Not Talk About

So, stay away from technology and solutions. Erik-Jan: "Do not lead the conversation with explanations of process mining, tools or that latest dazzling functionality which was just implemented. They are not useful when explaining the value of process mining to a first-time user."

Acquisition Process

Prior to the UiPath acquisition, Erik-Jan who was serving as CEO for ProcessGold predicted the external interest in an acquisition and prepared accordingly. What I think is most interesting in the acquisition process is the decision Erik-Jan made at the end of 2018 to have young talents Roel Vliegen and Chris Esmeijer promoted into the CEO role and take a sabbatical mid 2019. I think this speaks to a selfless leader who realizes when it makes sense to lean on their team and allow others to take the lead. This ensured continuity of leadership in the pre- and post-acquisition process.

Growth of AI in Process Mining

Like most areas, AI will continue to grow in usage for the process mining space. It will take time, but eventually there will be a real artificial process analyst which will help you improve your processes and provide external insights. Erik-Jan: "We do need some kind of symbolic AI, though, on top of the generative, statistical methods that are currently in fashion, to get there."

Post ProcessGold

Being successful in the software space, has translated to Erik-Jan to write a book on Successful Process Improvement which is focused on how to best embed process mining into enterprise clients and get the best adoption / value realization. I am currently working my way through this book, and you can anticipate a review in the next few weeks.

Additionally, Erik-Jan is currently seed investor and serving as Entrepreneur-in-Residence at the University of Technology Eindhoven, in the Netherlands supporting young startups. Interestingly enough, two of those, Mindzie and WavesPI, happen to be in the process mining space - so past learnings are now helping to shape the next generation of technology.

For those wondering why I am so interested in Founders Stories, it is because it allows further context of where we have been. If we know where we have been collectively, then it is easier to understand where we will be going and identify long-term trends. If you know someone we should interview as part of this series, then get in touch!