Jan brings founder-in-the-trenches experience, sharp commercial instincts, and a genuine obsession with human behavior to help founders build businesses that actually last.
WYSIWYG. Honest, curious, energetic. I learn fast and when I've figured something out, I want to help others figure it out too.
I'm a generalist with strong pattern recognition. Seven years scaling an 8-figure digital product studio as their first biz dev hire. Now four years deep into Guud, a women's hormonal health company I co-founded with my wife with 2450% growth between 2021 and 2024. I've lived B2B and B2C, early-stage and growth-stage, fundraising pressure and operational reality.
What I pay attention to: a founder's self-awareness, the honesty of their numbers, and whether they're building from genuine conviction.
Commercial and go-to-market. I understand why people buy, how to build trust at scale, and how to turn sales and marketing into something that compounds. I've hired and fired sales teams, built forecasting systems, and lived the gap between pipeline and revenue.
Enterprise & Consumer Tech. I spent seven years at In The Pocket working on the digital strategy and products of some of Europe's largest companies, across banking, retail, and health. I know what it takes to ship at scale, align stakeholders, and turn strategy into working software. Running Guud then gave me the other side: subscription models, community-led growth, influencer economics, and what it actually takes to build a consumer brand that resonates. Most advisors have one or the other. I've done both.
Fundraising and investor dynamics. I know what the pitch feels like, what due diligence exposes, and how to close the gap between where you are and what investors need to see.
Founder psychology and team dynamics. This is where I add value most advisors don't. I've worked through my own patterns seriously and with professional support. I can spot these dynamics early in other founders, and I'm not afraid to name them.
I get in the trenches. I want to understand the business, the team, what's keeping you up at night, and what you're avoiding.
I push on honesty. Not to be difficult, but because founders surrounded by yes-people are already behind. I'll tell you what I see, even when it lands hard.
I bring frameworks, not answers. My best work is helping founders think more clearly about themselves and their business.
I'm selective. I only show up well when I'm genuinely excited about what you're building and who you are as a founder.