About us
The story of YellowForest



Turn your forest yellow
To close an important deal, it is vital that all departments involved contribute adequately. Just one barren tree can cause the entire forest to be passed over. There are numerous factors that contribute to whether negotiations turn out positively or not, and these are influenced or determined by multiple departments. Because in these processes – especially as an active party – it is often impossible to pinpoint which specific factors caused a deal to break down, YellowForest has developed a model in which all these factors are made measurable and thus testable. In this way it becomes clear what caused deals to fail and how this can be remedied in the future. This way we get all trees in the forest in the same color.
Let your entire forest turn yellow with YellowForest’s Commercial Success Framework
A driven team with a passion for growth
YellowForest was founded by Hugo de Bruin and Joost Hubregtse. Two commercial professionals together have more than half a century of commercial experience and have achieved many successes at home and abroad. They are assisted by Manon Hofstra who brings her years of experience in marketing to complete the total expertise. The knowledge and experience gained from all clients and employers ultimately comes together in the Commercial Success Framework. The YellowForest team has expertise in all aspects of the commercial process, from marketing to closing an assignment.
The team

Joost Hubregtse
Joost is co-founder and sales partner of YellowForest. He is a senior Sales Executive with over 15 years of experience in the ICT and HR sectors, leading high-performance sales organizations to improve revenue targets and exceed expectations. Joost has achieved his successes by building successful long-term customer relationships based on trust and integrity. Joost specializes in defining innovative growth strategies to drive new business development and increase market share in new and existing sectors.

Hugo de Bruin
Hugo de Bruin is co-founder and bids partner of YellowForest. He has been active in bids and tenders for over twenty-five years. During that time, he has managed bids in virtually all sectors and at companies ranging from a few hundred to over 350,000 employees. The size of the deals was sometimes small, often considerable and occasionally very large (many billions). Hugo has also (partly supported by his MBA Change Management) successfully implemented several reorganizations of Bid Management divisions at large corporates.

Manon Hofstra
Manon Hofstra is YellowForest’s marketing partner. She has been working in marketing and communications since 1997, a sector in which she has had her own successful business (The Dare Company) for over 18 years. This has given her a wealth of experience in marketing and communications for organizations from virtually every industry imaginable.
With Manon Hofstra and The Dare Company as partners, YellowForest has all the knowledge and experience to produce careful and sound marketing advice.
