From Regional Leader to National Player: Growth Strategies

Dr. Niklas Richter · 2026-05-26

What does it take to go from being a big fish in a small pond to competing in a much larger lake? That's the exact challenge facing Horus Software right now. They've dominated the Walloon market for years, but now they're setting their sights on Flanders. It's a move that sounds simple on paper but is anything but in practice. In a recent episode of Ondernemerspraat, Gunther Slaets pulled back the curtain on this ambitious expansion. He didn't sugarcoat it. He talked about the mistakes they've made, the trust they had to build from scratch, and the surprising cultural differences between two regions that are only a few hundred miles apart. ### Why Scaling from Regional to National is So Tricky You'd think that expanding within your own country would be easy. Same currency, same laws, same time zone. But Gunther's experience shows something different. The Flemish and Walloon business cultures operate differently. Trust is earned differently. Relationships are built differently. Here's what Horus learned the hard way: - **Don't assume your reputation follows you.** Being a leader in one region means nothing in another. You have to prove yourself all over again. - **Adapt your communication style.** What works in Wallonia might feel too formal or too casual in Flanders. You need to read the room. - **Build local credibility first.** Before you can sell, you need to be seen as someone who understands local challenges. Gunther emphasized that patience is key. You can't rush trust. And in a market where relationships matter more than features, that trust is your real currency. ### The Role of AI in Modern Accounting But this conversation wasn't just about geography. It was about technology too. Specifically, how artificial intelligence is reshaping the accounting world. And the numbers are eye-opening. "AI can save accountants up to 40% of their time," Gunther explained. That's not just a nice-to-have. That's a game-changer. It means accountants can stop drowning in data entry and start doing what they're actually trained to do: give advice. The shift is real. The role of the accountant is moving from number-cruncher to strategic advisor. And firms that don't adapt? They'll get left behind. ### What This Means for Business Owners If you're running a business, especially a small or medium-sized one, this matters to you. Here's why: - **Faster reporting:** With AI handling the grunt work, you get financial insights in days, not weeks. - **Better decisions:** When your accountant has time to analyze, you get advice that actually moves the needle. - **Lower costs:** Efficiency isn't just a buzzword. It translates to real savings that can be passed on to you. Horus Software is betting big on this vision. And if their track record in Wallonia is any indication, they might just pull it off in Flanders too. ### A Few Takeaways You Can Use Right Now Whether you're scaling a business or just trying to stay ahead, here are a few things to keep in mind: > "Trust is not a checkbox. It's a daily practice." – Gunther Slaets - **Know your market before you enter it.** Do the homework. Talk to people. Understand the unwritten rules. - **Invest in technology that frees up your people.** The goal isn't to replace humans. It's to let them do more valuable work. - **Be patient with growth.** Real, sustainable scaling takes time. Don't let the pressure to grow fast make you sloppy. This podcast episode is packed with practical wisdom for anyone trying to grow a business in a new market. It's not just theory. It's real experience from someone who's living it right now. And if you want to dig deeper into how digital strategy can help your business grow, [this podcast](https://www.creatic.be) is a great starting point.