Stop going on founder side quests
Weekly sanity checks to keep your focus on GTM & PMF.
Stop going on founder side quests
Weekly sanity checks to keep your focus on GTM & PMF.
Founders I work with got in
Unstuck from zero customers to one hundred
"After working for months on my innovative bike lock, Jeroen helped me to focus on getting my product to market. He held me accountable to doing things that move the needle, and see through the noise. At the end of my collab with Jeroen, I reached 100+ sales, and felt comfortable to continue by myself. With a philosophical tangent here and there, he's helped me to get unstuck and ahead as a founder"
Charlie
Scoot Boot - Chicago
Bike Lock with 120db alarm
Focus, accountability, and momentum
"You can easily convince yourself a side quest is worth it. Jeroen asks the tough questions to keep your eyes on the prize. He drives velocity through weekly accountability and focusing on the right things. It keeps you away from distractions."
Yasir
AI Recruiting platform
Additional brain
"Jeroen is an additional brain. Someone who shares your ambitions, has relevant experience and knowledge, and can provide support at a deeply personal level. Sanity checks when you need them."
Julia
Remote work platform
Validate my direction
"Jeroen is my sounding board for strategic decisions. Our calls help me validate my direction, sharpen my ideas, and identify the next improvements. It keeps me moving forward with confidence."
Menno
Noa - The Netherlands
Intelligent voice for recruiting
Now doing sales calls confidently
"I needed a structured approach to scale my sales calls and tactics for smoother conversations. With Jeroen’s input, I walked into those meetings feeling more confident than ever."
Philipp
Enterprise hardware management SaaS
Actionable advice with relevant examples
10/10 would recommend. Jeroen helped me get better focus on what's the most important priority. Asks the right questions to dive deep and gives very actionable advice with real examples based on the many startups he worked with.
Jayson
Agentic AI for insurance
Sanity checks and action points
Jeroen is the best! Helpful insights and sanity checks. Walked away with action points we are excited to execute on. Would recommend for any founder.
Eric
Ailixr - Hong Kong
Educational AI platform
Learn to think like a startup
"By working with Jeroen, I've learned how to turn big ideas into small experiments. This increased momentum and focus for our startup. We now know what works, without spending 6 months of building it."
Caroline
DuoLingo for wine
Mindset shift to the customer
"He helped me to shift my mind away from what I offer to focus on the customer. From supply to demand. This has helped me to sharpen my value proposition immensely"
Dylan
Self-development programs for adults
Hard and honest feedback
"Jeroen doesn't beat around the bush. He highlighted what customer information I missed in a direct way, I immediately knew where to focus. That's the kind of feedback I prefer to hear, cold and early."
Javier
Investment intelligence platform
were coached by me towards PMFit
Felt my energy
Accelerator cohorts got my workshops
How I help you
Mentoring Subscription - Jeroen as a Service (JAAS 👸)
2 or 4 hours call time per month
Meeting weekly or bi-weekly
Fixed timeslot as a basis creates a rhythm
Last minute chance to meet a client? We'll reschedule.
Unlimited DMs
You can email me or WhatsApp me unlimited questions throughout the week
1 hour kick-off deep dive
My goal: to enable me to talk about your startup as if I was part
Our Team
Have you ever seen them in the same room together? 😏
Jeroen the Mentor
Guiding light
Jack of all trades: Trained as a designer, ex-founder, ex-product-owner, innovator at corporates and now experienced mentor.
Jeroen the Scientist
Researcher of product-market fit
My PhD focuses on how early-stage founders design their startup. Fringe insights from academia.
Jeroen the Energizer
Battler of downs
Doing a startup is a rollercoaster. I've coach founders through hard times, focusing on the upside of things.
Any startup
As long as it's early-stage
Software, AI, Hardware, Marketplaces
As long as it is techy
B2B, B2C or B2G
Yes, even those pesky governments
Worldwide
Worked with founders from the Americas, Europe and Asia
Three packages
Payment in tranches possible.
1 month kickstart package
Get basics setup and increase momentum
€2000
total
PMF sanity check
Validate 3 Wave GTM-strategy
2 hour kick-off
1 month of weekly mentoring calls
Unlimited DMs
3 month mentoring package
Mentoring towards PMF & GTM
€3000
total
Everything in the kickstart package, plus:
Two months of bi-weekly check-ins
6 month mentoring package
Mentoring towards PMF & GTM
€4300
total
Everything in the kickstart package, plus:
Five months of bi-weekly check-ins
Get a first free consult
Get to know, vibe check, and some free tactics
Missing anything? Send me an email!
Why does it say X/5 spots taken?
I love supporting early-stage and bootstrapping founders, which is why the Pony and Horsey tiers are priced lower. However, to keep this sustainable for my own business and ensure high-quality support, I have to limit the number of spots available at these discounted rates. If the tier that fits your current revenue is full, you can sign up for the first available higher tier to get started right away.
Did you ever have a startup?
Yes, two, and made many mistakes. One never exited the business plan writing phase. The other we built for 1.5 years and then launched, got 1500 downloads, and usage flatlined. We built something people didn't want.
I raised in tranches, which amount counts?
I always look at the full amount committed if you hit your milestones. Why? Because I assume that working with me, you will hit those milestones.
What is your PhD on? Can I read some?
Early-stage startups. I see startups as a design object. I'm investigating how entrepreneurs design successful startups. And nope, our mentoring will not be part of our research—unless we specifically agree to that. My book is finished later this year. I'll post about on my Substack or LinkedIn.
What frameworks do you use?
How do you calculate MRR?
It depends on your business model:
Recurring revenue? Use your traditional ARR.
Annual contracts, but not recurring? Convert it to a monthly figure — take your contract value and divide it by 12.
Selling individual units? Use your monthly sales revenue.
One rule applies across all three: this is revenue for your entire company, not just the venture idea or product you're currently testing.
On non-compete
I share insights anoumously between startups I mentor. This way, everybody profits from the knowledge I built. If you want me to not work with any of your competitors, you pay five times the regular monthly fee.
