Founder & serial entrepreneur · Malmö

I build companies,
not features.

Serial entrepreneur with 25 years of telecoms, digital products, e-commerce, SaaS and AI.

Portrait: Amélie Clements

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01 · Now

Four companies. Four products where I help decide what gets built, and what does not.

Co-Founder · 2025 –

maisan

You talk. maisan writes. The tradesman’s voice-driven business memory.

The product

Talk the job in where you stand: in the van, on site, at the customer. maisan understands the context and writes the document: quote, variation order, invoice basis, service report, self-inspection. ROT and RUT calculated. Everything is logged and becomes memory for the next job. Built and operated in the EU.

The problem

Admin at the kitchen table at ten in the evening. One change in four is never invoiced — not because anyone is cheating, but because it was never written down.

My part

Co-founder, adviser and investor. Advising on strategy, prioritisation and business development. An outside sounding board for the management team.

Co-Founder · 2024 –

Unz Unz

Rare meets essential. Hardware for electronic music. What the big shops do not stock.

The product

A shop for synths, drum machines, effects, patchbays and eurorack from small makers: Analog Sweden, Nyström, DF Audio, Dreadbox, Bastl. Exclusive drops, three-year warranty, duty-free across the EU. From Malmö, with Secret Gorilla behind it.

Why

The interesting instruments are made by ten people in a workshop, not by corporations. For anyone wanting to buy them in Sweden that means hassle: import, duty, warranty questions. Unz Unz takes the hassle away.

My part

Co-founder. Platform, regulation, logistics. And the selection.

Silverback · 2023 –

Secret Gorilla

“We are an offline company that builds online.”

The Malmö company behind Unz Unz. Things get built and invented here, sometimes with others and usually without making a fuss about it.

Board member · 2022 –

Holler.Country

Country, americana and roots music worth hollering about. From London.

The product

A publication of reviews, interviews and features, and the newsletter The Holler Briefing. Independent, close to its readers, with no algorithm in between.

My part

Board member. Structure, technology choices and the long view: how a publication carries itself when the platforms will not do it for you.

02 · How I work

The hard part is knowing what to build, why, and when it is finished.

Building has become fast and cheap. Deciding correctly has not. So the work is specification, review and decisions.

Holding the whole together, setting the limits, saying no to what should not be built. When everything moves fast, bad decisions land just as fast.

03 · What I care about

That data sits in Europe, and that you know who holds the key.

That is not principle for its own sake but risk management. GDPR and the dependence on American cloud services are business questions, not legal footnotes, and I build accordingly.

And regulation.EPR · WEEE · GPSR · ABL · AI Act

Not because they are fun, but because whoever reads them properly has an advantage over whoever guesses.

04 · Before that

Twenty-two years, five countries, from server room to boardroom.

2010 – 2022

Miracle Mill

Co-founder and CEO, later board member · Baar, Switzerland

Digital products on commission and of our own from 2012. Twelve years from founding to a board seat. The company where the client-side role became mine.

2010 – 2012

Gobiva

Founder and CEO · Skopje, North Macedonia

The first company of my own after the telecom years. Built up the business and the team in the Balkans.

2009 – 2010

Sunrise Communications

Manager IT Solution Delivery · Switzerland

Delivering IT solutions at one of Switzerland’s largest operators. The last job before working for myself.

2003 – 2008

Tele2

CIO, before that Country Billing Manager and Senior Billing Analyst

From billing analysis to running the whole IT function in five years. That is where I learnt what systems cost when they are specified wrong.

2000 – 2003

Tiscali

Systems administrator

The beginning. Servers, networks and operations at an internet provider during the years when everything had to be built at once.