Strategic Technical Advisory
Helping startups and growing companies make the right technical decisions, build scalable architectures, and focus on what matters most for business success.
Advisory Services
How to sell your SaaS product
I have successfully coached founders to hone their offer and gotten them to actually start selling their SaaS products. Go from a few early adopters to real sales growth with a systematic sales approach.
Read more about my approach to sales coaching for SaaS startups.
Technical Architecture
Strategic guidance on system architecture, technology stack selection, and scalability planning. Helping you build systems that grow with your business.
Team & Hiring Strategy
Advising on technical hiring decisions, team structure, and competency planning. Know when to hire specialists vs generalists and how to build effective development teams.
Business-Tech Balance
Helping startups balance sales priorities with development roadmaps. Focus on features that drive revenue while maintaining technical excellence.
Development Process
Implementing agile methodologies, CI/CD pipelines, and development best practices that accelerate delivery without sacrificing quality.
Technology Decisions
Objective guidance on framework selection, database choices, cloud platforms, and third-party integrations based on your specific needs and constraints.
Scalability Planning
Preparing your systems for growth, identifying bottlenecks before they happen, and planning infrastructure that scales cost-effectively.
Current Client Spotlight
Gasinstallatören 📎
E-commerce platform for gas stoves & installation services in Stockholm
Project Context
- •Built the website from the ground up — from concept to live e-commerce store
- •Covers the full stack: product catalogue, checkout, SEO, and local service area targeting
- •Needed to rank and convert in a niche, geography-specific market (Stockholm city gas network)
- •Performance-based commercial agreement — I only get paid when the client gets paid
My Role
- ✓Full ownership of technical architecture, implementation and maintenance
- ✓SEO strategy tailored to Stockholm's gas stove and installation niche
- ✓Conversion-focused UX design — guiding visitors from discovery to booked installation
- ✓Ongoing advisory on product positioning, catalogue management, and growth
Key Outcomes
Built a fully functional e-commerce store targeting Stockholm residents on the city gas network — a narrow but high-intent niche. The site handles everything from product discovery and comparison to checkout and installation booking.
The commercial model is purely performance-based: I receive a share of each sale, with no upfront cost to the client. This aligns incentives completely — I only succeed when the business succeeds, which pushes me to optimise for real revenue rather than vanity metrics.
Julo.se 📎
CRM Platform for bicycle workshops
Strategic Challenges
- •Balancing sales team requests with development capacity
- •Deciding which competencies to hire vs outsource
- •Scaling the platform architecture for growing user base
- •Maintaining development velocity while adding new features
My Advisory Role
- ✓CRM architecture design using best practices and proven patterns
- ✓Technical hiring strategy and team composition guidance
- ✓Product roadmap prioritization balancing sales and technical needs
- ✓Implementation of development workflows and quality standards
Key Outcomes
Coaching Julo.se's founders on actually selling their (really great) CRM to customers. With an outsider's perspective, I helped them realize they have really good product-market fit and just need to get out there and start selling. This meant shifting focus from delivering a lot more features to scaling down a little bit and focusing on closing deals and getting more customers onboard.
Giving the founders nudges and confirmation in their technical decisions both drive technical excellence and gives confidence that they are building a good enough system without reducing speed.
Own Ventures
JS Brain Teasers 📎
Interactive JavaScript learning platform — focused on the event loop and async fundamentals
What It Is
- •A self-built, self-run consumer product — no client, no co-founder
- •Teaches JavaScript fundamentals through interactive, mobile-friendly challenges
- •Specialises in the event loop, promises, async/await, microtasks and macrotasks
- •No login, no payment, no installation required to get started
My Role
- ✓Full ownership of product, design, development and content
- ✓Curriculum design for event loop and async JavaScript courses
- ✓Mobile-first UX optimised for learning on the go
- ✓Step-by-step execution visualisation with real-time feedback
Why I Built It
The JavaScript event loop trips up developers at every level — from beginners struggling with callbacks to experienced engineers who can't quite explain why a promise resolves when it does. Existing resources are either too abstract or buried in long videos.
JS Brain Teasers takes a hands-on approach: short, focused challenges with instant feedback and detailed explanations. The goal is to make the async model genuinely click, not just pass a quiz.
Priority Focus Areas for Startups
Early Stage (Pre-Product Market Fit)
- • Speed to market over perfect architecture
- • MVP development with future scalability in mind
- • Avoiding premature optimization
- • Building measurement and feedback loops
- • Choosing battle-tested technologies
Growth Stage (Scaling Up)
- • System architecture refactoring
- • Performance optimization and monitoring
- • Team structure and hiring strategy
- • Development process improvements
- • Security and compliance planning
Technical Leadership
- • Code review processes and standards
- • Technical debt management
- • Architecture decision documentation
- • Knowledge sharing and mentoring
- • Technology radar and innovation
Business Alignment
- • Feature prioritization frameworks
- • Technical ROI measurement
- • Risk assessment and mitigation
- • Stakeholder communication
- • Long-term technology strategy
Ready to Make Better Technical Decisions?
Let's discuss how strategic technical advisory can accelerate your startup's growth while building sustainable, scalable systems.